Google said website traffic from Search has remained "relatively stable" despite AI integration.
“We’re actually sending slightly more quality clicks to websites than a year ago," Google stated.
According to Google, the AI responses show more links on the page, which means more chances for websites to get noticed and clicked.
There’s been a lot of talk lately about whether Google’s new AI-powered Search experience is taking away traffic from websites. With features like AI Overviews and AI Mode, people can now ask longer, more detailed questions and get quick summaries directly in Search. But this has raised concerns over declining website traffic.
SurveyIn a recent blogpost, Google addressed these concerns. The company claims that website traffic from Google Search has remained “relatively stable” year-over-year, despite what some third-party reports suggest.
“People are searching more than ever as they discover what Search can do now,” said Google. The company added that these reports are often based on “flawed methodologies, isolated examples, or traffic changes that occurred prior to the roll out of AI features in Search.”
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Google also said that the quality of clicks has improved, meaning users are now clicking on links that actually interest them, rather than quickly backing out. “We’re actually sending slightly more quality clicks to websites than a year ago,” the company stated.
According to Google, the AI responses show more links on the page, which means more chances for websites to get noticed and clicked. However, for very simple queries, like asking about the next full moon, users might get their answer directly and move on without clicking further.
“While overall traffic to sites is relatively stable, the web is vast, and user trends are shifting traffic to different sites, resulting in decreased traffic to some sites and increased traffic to others,” the tech giant explained.
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Google made it clear that AI in Search is designed to highlight the web, not replace it. “It’s not the web or AI — it’s both,” the company said. AI responses include links, source citations, and in-line attributions so users can explore more.
While Google’s reassurances may ease some concerns, the debate around AI Search and its long-term impact on websites is likely far from over.
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Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile
