Amid various reviews suggesting that Google’s AI overviews are quickly eroding referral visitors, Google has responded by saying that this concern is actually being overblown, as a result of not solely are customers happier with its AI overviews, it really hasn’t seen a big decline in complete referral hyperlinks being despatched from Google Search outcomes.
Which, after all, Google would say, however in keeping with its official weblog submit, there’s no proof that it’s seeing to help such claims.
Nicely, no less than when it comes to general referral numbers.
As per Google:
“Total, complete natural click on quantity from Google Search to web sites has been comparatively steady year-over-year. Moreover, common click on high quality has elevated and we’re really sending barely extra high quality clicks to web sites than a yr in the past (by high quality clicks, we imply these the place customers don’t shortly click on again — sometimes a sign {that a} consumer is within the web site). This information is in distinction to third-party reviews that inaccurately recommend dramatic declines in mixture visitors — usually primarily based on flawed methodologies, remoted examples, or visitors modifications that occurred previous to the roll out of AI options in Search.”
Amongst these reviews, and the one which Google’s particularly taking purpose at, is a current examine printed by Pew Analysis, which was primarily based on search historical past information from a pool 0f 900 customers.
Pew’s information confirmed that customers who had encountered an AI abstract within the SERP clicked on a standard search end result hyperlink in 8% of all periods, whereas those that didn’t see an AI abstract clicked on a search end result practically twice as usually (15%).
That appears vital, and marks a big shift in search exercise, and the examine has been extensively quoted and held up for example of the broader impacts of Google’s AI shift.
However Google has particularly known as this one out as being primarily based on flawed enter, on account of its comparatively small examine pool.
I imply, I suppose 900 customers is a small pattern measurement, particularly when you think about that billions of individuals are utilizing Google every single day. However as an indicative measure, the info right here would seemingly recommend that there’s been no less than some relative affect on referrals. Proper?
Google says no.
“With AI Overviews, individuals are looking out extra and asking new questions which might be usually longer and extra advanced. As well as, with AI Overviews individuals are seeing extra hyperlinks on the web page than earlier than. Extra queries and extra hyperlinks imply extra alternatives for web sites to floor and get clicked.”
So AI previews are literally higher for referral visitors, in Google’s view, and whereas it does concede some affect:
“For some questions the place individuals are on the lookout for a fast reply, like ‘when is the subsequent full moon,’ individuals could also be glad with the preliminary response and never click on additional. This has additionally been true for different reply options we’ve added, just like the Data Graph or sports activities scores. However for a lot of different kinds of questions, individuals proceed to click on by means of, as they wish to dig deeper into a subject, discover additional or make a purchase order.”
Its foremost rivalry is that whereas visitors is declining to some websites, it’s rising to others, together with these with boards, movies, podcasts, and posts, that are all seeing an uptick in Google visitors.
“Persons are additionally extra more likely to click on into internet content material that helps them be taught extra — corresponding to an in-depth evaluate, an authentic submit, a singular perspective or a considerate first-person evaluation. Websites that meet these evolving consumer wants are benefiting from this shift and are typically seeing a rise in visitors.”
So Reddit. Reddit is seeing extra visitors, and also you’ve little question seen extra Reddit hyperlinks showing in SERPs.
However nonetheless, possibly these notes supplies some steerage as to what try to be together with in your websites to higher cater to AI previews, and evolving search behaviors. Although it’s additionally notable that Google hasn’t shared any particular information factors to again these claims up.
Google’s simply saying that it’s all tremendous, that you just’re most likely not dropping visitors, and in case you are, others are successful out.
So it’s all good, the broader internet is best off general. Sufficient with the concern mongering, proper?
Nicely, no.
As a result of as famous, that also implies that many websites are dropping visitors, and that’s having a big effect on many companies.
The Wall Avenue Journal, for instance, reported again in June that natural search visitors has declined for each main information group. Primarily based on information offered by Similarweb, WSJ says that HuffPost’s natural search visitors has dropped by greater than half over the previous three years, whereas The Washington Put up and Enterprise Insider have seen related patterns.
“Enterprise Insider’s visitors from Google searches alone dropped 55% between April 2022 and April 2025, primarily based on information from Similarweb.”
That, amongst different elements, pressured Enterprise Insider to lower employees by 21% again in June, citing “excessive visitors drops” as one of many challenges it’s dealing with.
A pessimist may say that this was opportunistic, as Enterprise Insider can be experimenting with ChatGPT for content material creation, and it could be utilizing this as a cause to again up its push to cut back employees. However the decline in general visitors is simple, and goes to affect all companies that become profitable from Google Advertisements and the like.
And there are numerous different reviews:
- The Present lately reported that visitors to the world’s 500 most visited publishers dropped 27% year-over-year versus February final yr
- Final month, Digiday reported that because the U.S. launch of Google’s AI Overviews in Could 2024, the variety of searches for information that end in no click-throughs to news web sites has grown from 56% to just about 69%
- Authoritas discovered {that a} website beforehand ranked first in a search end result may lose about 79% of its visitors for that question if outcomes have been delivered under an AI overview.
That mentioned, SimilarWeb, a key reference level for lots of the sort of information, has additionally reported that AI referrals to web sites have elevated by 357% since June 2024, which can help what Google’s saying a couple of re-distribution of Search visitors, versus the highest publishers taking over all of the SERP house.
It’s not clear if that’ll offset the losses which might be being reported, however possibly, that is indicative of Google’s statements.
Although the priority stays. Even primarily based on Google’s rationalization, many websites are certainly dropping out, and should reassess their visitors technology course of.
And with AI Overviews solely presently being displayed for 20% of desktop searches, there’s additionally the query of what occurs as Google will increase this, and the way that can affect the broader internet.
Google says that it “cares passionately in regards to the internet ecosystem,” and that it’s very aware of those impacts.
However proper now, Google says, there’s nothing to fret about.
In general phrases, no less than.
