In various reports suggesting that Google's AI overview is rapidly eroding referral traffic, Google responded that it was inherently exaggerated because users are not only happy with the AI overview, but also because they have not actually seen a significant decrease in total referral links sent from Google's search results.
Of course, Google will say, but according to the official blog post, there is no evidence that it sees support such claims.
Well, at least from the perspective of the overall referral number.
By Google:
“Overall, the total organic click volume from Google search to websites is relatively stable compared to the previous year. Additionally, the average click quality improves, and actually sends a slightly more quality click to the website than it was a year ago (quality clicks mean that users don't click right away, usually a signal that users are interested in the website). This data is in contrast to third-party reports that often incorrectly suggest a dramatic drop in total traffic based on defective methodologies, isolated examples, or changes in traffic that occurred prior to deployment of AI features during searching. ”
Among these reports, Google's special targets are recent surveys published by Pew Research based on search history data from Poow 0F 900 users.
Pew's data showed that Users who encountered AI overview in SERP clicked the traditional search results link in 8% of all sessions, while users who did not see the AI summary clicked search results almost twice as often (15%).
It appears to be important, there has been a significant change in search activity, and this study has been widely cited and maintained as an example of the wider impact of Google's AI shift.
However, Google specifically calls this based on flawed inputs because of its relatively small survey pool.
In other words, I think the sample size is small for 900 users. Especially when you think that billions of people use Google every day. However, as an indicator, the data here would suggest that there was at least a relative effect on the referral. right?
Google says no.
“AI overviews make people search more and often ask longer and more complicated new questions. Furthermore, the AI overview makes people see more links on the page than before. More queries and more links means your website will surface and get more clicks. ”
Therefore, AI previews are actually good for referral traffic in Google's view.
“Because of some questions looking for a quick answer like “Next Full Moon”, people are happy with the first response and can't click any more. This applies to many other questions, like many other types of questions, such as knowledge graphs and sports scores.
Its main claim is that traffic is declining to some sites, but it is increasing to other sites, including forums, videos, podcasts and posts.
“People are also more likely to click on web content that will help them learn more, including detailed reviews, original posts, unique perspectives, and thoughtful first-person analysis. Sites that meet the needs of these evolving users benefit from this shift and generally see an increase in traffic.”
So reddit. Reddit is looking at more traffic, but there is no doubt that there are even more Reddit links that appear in SERP.
Still, these notes can help you evolve your search behavior by providing guidance on what to include in your site to be suitable for AI previews. It is also worth noting that Google does not share any specific data points supporting these claims.
Google just says it's all okay, and it probably isn't losing traffic.
That's all good, the wider web is generally better. A terrifying atmosphere is enough, right?
Well, no.
As mentioned before, that means that many sites are still losing traffic, which has had a major impact on many companies.
For example, the Wall Street Journal reported in June. Organic search traffic for all major news organizations is declining. Based on data provided by SimaryWeb, the WSJ says Huffpost's organic search traffic has dropped more than half over the past three years, with the Washington Post and Business Insider seeing similar patterns.
“Business Insider traffic from Google Search alone fell 55% between April 2022 and April 2025.
It forced Business Insider to cut staff by 21% in June, among other factors.Extreme traffic is one of the challenges it faces.
Since Business Insider is experimenting with ChatGpt for content creation, it can be said to be opportunistic. You may be using this as a reason to back up pushes to reduce staff. However, the overall traffic decline is undeniable and affects all businesses that make money from Google Ads and more.
And there are many other reports.
- Current reported recently Travel to the world's most visited publishers fell 27% from February last year.
- Last month, Digiday reported it Since Google's AI Overview's US launch May 2024, number of news searches saying there is no click-through to new oness The website has grown from 56% to nearly 69%
- Authoritas has discovered that sites that were previously initially ranked in search results could lose about 79% of the traffic for that query if the results were delivered under the AI summary.
That being said, many important reference points for this type of data are Simerweb, AI referrals to websites have increased by 357% since June 2024, which could potentially support what Google is saying about redistribution of search traffic, as opposed to top publishers that take up all SERP space.
It is not clear whether it will offset the reported losses, but perhaps this indicates a Google statement.
There are still concerns though. Even based on Google's description, many sites are actually losing out and you will need to reevaluate the traffic generation process.
Also, the AI overview is currently displayed at 20% of desktop search, so there is the question of how Google will increase this and affect the broader web.
Google says it is “passionate about the web ecosystem,” and it is very careful about these impacts.
But for now, Google says there's nothing to worry about.
At least overall.
