Google has responded to concerns from publishers about AI causing a decline in website traffic. The company denies this.
In a blog post, Liz Reid, VP and Head of Search, stated that total organic clicks remain “relatively stable” year-over-year.
She also claimed that “click quality” has improved. Google defines click quality as visits where users stay longer and engage more.
But while the company assures stability, it has not released specific numbers.
Also read: Google Wants Search To Be More Like an AI Assistant in 2025
Significant Declines
Independent studies say otherwise. A recent Similarweb report found that zero-click searches have grown.
In May 2024, 56% of news searches led to no clicks, and by May 2025, that number rose to 69%.
This change aligns with the rollout of Google’s AI Overviews, summaries that appear at the top of search results and often answer user queries directly.
As a result, fewer users click through to the source. Many publishers now feel their content is being used to train AI, only to be summarized and bypassed.
Click “Quality,” Not Volume
In its defense, Google emphasizes click quality over quantity. It says users who click through AI summaries stay longer and engage more deeply.
But again, no specific data supports this claim, and without numbers, many publishers remain unconvinced.
Google also says that AI Overviews now show more links per search. According to Reid, “More queries and more links mean more opportunities for websites to surface and get clicked.”
Still, publishers argue that those opportunities rarely translate into actual traffic.
User Behavior
Google admits that search habits are changing independently of AI overviews and AI Google Mode.
More users now prefer platforms like TikTok, Reddit, and YouTube for specific types of information.
This trend isn’t new. In 2022, Google executive Prabhakar Raghavan noted that nearly 40% of young users searched for food recommendations on TikTok or Instagram, not Google.
Amazon also remains a major competitor in product search, and Reddit dominates in niche discussions. These platforms have eroded Google’s dominance in internet search.
New Search Features
Users have long criticized Google’s search quality. Too many ads and irrelevant results have led many to seek alternatives.
In response, Google has rolled out several features, which critics say only delay the deeper issue, declining trust in Google Search.
The features:
- A new “forums” filter (originally labeled “Reddit”)
- Local inventory checks in Shopping
- Free product listings for merchants
- AI-generated summaries
Other Factors
To be fair, the drop in traffic isn’t only about AI. User behavior, content preferences, and competition all play a role.
Google argues that traffic shifts are natural. Some websites may lose traffic, while others may gain.
However, Google does not say how many sites are benefiting or how many are losing out. It offers no breakdown. The word “some” remains vague.
Zero-Click Searches
The most alarming trend remains the rise in zero-click searches. More users now find answers directly on Google’s search page. They never click through.
Publishers, who rely on clicks to earn revenue, face increasing pressure. Many say their traffic has declined sharply, especially since AI Overviews became more prominent.
To address this, Google introduced tools to help publishers monetize traffic differently. These include micropayments and newsletter signups.
This suggests that Google recognizes the shift but still remains in denial of its full impact.
Google’s Messaging
The company is changing how it talks about traffic. Instead of highlighting overall clicks, that is volume, it now promotes “better” clicks.
This narrative may help Google maintain a positive public image. But it doesn’t solve the search declines publishers experience.
Lower traffic, regardless of quality, still affects revenue, visibility, and growth.
