Google Denies AI Search Features Are Killing Website Traffic

Google has directly challenged widespread reports suggesting its burgeoning AI-powered search features are significantly harming website traffic. While numerous studies and industry observations point to a decline in organic traffic for publishers since the widespread adoption of AI Overviews and chatbots, the search giant maintains that aggregate traffic from its engine has remained “relatively stable” year-over-year.

In a recent blog post, Liz Reid, Google’s VP and Head of Search, pushed back against third-party analyses, stating they often rely on “flawed methodologies, isolated examples, or traffic changes that occurred prior to the roll out of AI features in Search.” Google asserts that not only has the overall volume of organic clicks remained steady, but the average quality of these clicks has also seen a slight increase. A “quality click,” Google explains, is one where users remain engaged with the content rather than immediately bouncing back.

However, Google acknowledges that user behavior is evolving, leading to shifts in traffic distribution. Reid noted that “user trends are shifting traffic to different sites, resulting in decreased traffic to some sites and increased traffic to others.” This nuanced admission highlights that while aggregate numbers might appear stable, individual publishers could still be experiencing significant traffic losses.

Further analysis suggests a more complex picture. Reports, such as one from Similarweb, indicate a concerning trend for news publishers: the percentage of web searches resulting in zero clicks to news websites grew from 56% in May 2024 (around the launch of AI Overviews) to 69% by May 2025. This data contradicts Google’s assertion of stable overall traffic, suggesting a substantial impact on content creators.

Google’s own executives have previously admitted to shifts in user search habits. As far back as 2022, a Google SVP noted that nearly 40% of young people turn to platforms like TikTok and Instagram for local recommendations, bypassing Google Search and Maps. This indicates a broader trend of users seeking information on diverse platforms, a phenomenon that predates the current AI integration but is potentially exacerbated by it. Google has also long grappled with users favoring platforms like Amazon for shopping searches and Reddit for research.

In response to these evolving user preferences and the challenges faced by publishers, Google has been actively introducing features to bolster the Google Shopping experience and more recently, launched a product aimed at helping publishers diversify their revenue streams beyond advertising, suggesting tools for micropayments or newsletter sign-ups.

Google’s current defense, which emphasizes increased link visibility within AI Overviews and improved click quality, aims to frame AI as an opportunity. The company argues that more links on the page and more queries lead to more chances for websites to be discovered. Yet, the evidence from data analytics firms and the existence of Google’s new publisher monetization tools suggest a less optimistic reality for many content creators, hinting that AI’s impact on traffic, while possibly not the sole culprit, is a significant factor in a search landscape already in flux.