Google is actively defending its AI-powered search functionalities against concerns that they negatively impact website traffic. Liz Reid, Google Search’s chief, addressed these claims in a recent publication, asserting that overall click-through rates from Google Search have remained “relatively stable” year-over-year. Reid conceded that variances exist, with certain website categories experiencing gains while others face declines.
Reid counters arguments, such as those from a recent Pew Research study suggesting decreased user engagement with external links due to AI summaries, by positioning Google’s AI developments as a net positive for the web. She criticized the methodology of these third-party reports.
The digital media landscape has seen significant upheaval following Google’s search modifications, leading to traffic reductions and subsequent workforce reductions for some publications. Reports suggest that platforms hosting forums, video content, podcasts, and showcasing authentic perspectives are the primary beneficiaries of the current algorithmic shift.
Google maintains that it directs billions of clicks to websites daily, reinforcing the mutually beneficial relationship between Search and the broader web. The company suggests that users who engage with citations within AI Overviews exhibit longer engagement times on the linked websites.
The recent US-wide release of Google’s AI Mode, a conversational search interface, has sparked further worries. Google is also preparing to experiment with AI-driven search results pages, indicating a continued investment in AI-centric search experiences.