Despite rising anxiety in publishing circles, Google is insisting that its AI-powered search results aren’t the reason some websites are watching their traffic fall off a cliff. According to Google Search chief Liz Reid, the number of clicks from Google has held steady compared to the same time last year—though she concedes the traffic isn’t distributed evenly. Some formats, such as video, podcasts, and community forums, are enjoying more love.
This defense comes hot on the heels of a Pew Research study noting users are less likely to click on links when AI Overviews—Google’s summarizing answer box—appear at the top of the page. Reid counters that these kinds of third-party reports rely on “flawed methodologies” and miss the nuance: While some users no longer click at all, those who do may spend more time on the site. In her view, the clicks that do come through are more intentional, meaningful, and valuable.
Still, the broader media landscape is feeling the pressure. Traffic dips, reported by outlets like Business Insider and HuffPost, are happening alongside shakeups in Google’s ranking algorithms and the rising influence of chatbots like Gemini and Copilot. Google’s been rolling out further AI features, including a new curated search experience, which could further shift visibility dynamics.
Read more at The Verge.