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Google Denies AI Search Features Are Killing Website Traffic

AI
August 8, 2025

Google Denies AI Search Features Are Killing Website Traffic

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Numerous studies indicate that the shift to AI search features and the use of AI chatbots are killing traffic to publishers’ sites. But Google on Wednesday denied that’s the case, at least in aggregate. Instead, the search giant says that total organic click volume from its search engine to websites has been relatively stable” year-over-year and that average click quality has slightly increased.
This data is in contrast to third-party reports that inaccurately suggest dramatic declines in aggregate traffic — often based on flawed methodologies, isolated examples, or traffic changes that occurred prior to the roll out of AI features in Search,” writes Google VP and Head of Search, Liz Reid,
Though Google hasn’t shared any specific data to back up its conclusions, even if we assume Google’s claims to be true, this doesn’t necessarily mean that AI isn’t having an impact.

1. Traffic Shifts Acknowledged

Reid acknowledges that “user trends are shifting traffic to different sites, resulting in decreased traffic to some sites and increased traffic to others.”
No data has been shared on how many sites are gaining or losing traffic.
Chatbots like ChatGPT have seen increased visits, while some publishers report declines.

2. AI Overviews and Search Experience Changes

Google’s search engine has been updated to answer questions directly on the results page through “AI Overviews.”
Certain queries now allow users to interact with an AI chatbot.
Google denies significant reshaping of the search landscape, attributing changes to users starting queries elsewhere.

3. Shifting User Preferences

Users are increasingly drawn to forums, videos, podcasts, and posts offering authentic voices and first-hand perspectives.
Since 2022, platforms like TikTok and Instagram have been eating into Google Search and Maps usage.
Amazon has become a primary starting point for online shopping, and Reddit for topic research.
Users are turning to social media, forums, and niche platforms instead of traditional search engines.

4. Google’s Efforts to Retain Users.

Universal shopping carts.
Local inventory checks.
Deal finders.
Shopping from product images.
Free shopping listings for merchants (since 2020).
Introduction of the “Reddit” filter, now labeled “forums”.

5. Click Quality Emphasis.

Google is focusing on “click quality” rather than total click numbers.
A quality click means users remain on the visited page instead of returning to search immediately.
AI-generated answers with source links reportedly lead to deeper engagement.

Google’s blog post emphasizes that “AI is not the end of search traffic,” urging publishers to focus on the billions of clicks still being sent daily — despite many seeing declines in their own analytics.