Numerous reports suggest that the rise of AI-powered search features and chatbots is draining traffic from publishers’ websites. But Google pushed back on that narrative Wednesday, saying the overall picture is far less dire. According to the search giant, total organic click volume from Google Search to websites has remained “relatively stable” year-over-year, with a slight improvement in average click quality. Reports Technology News
“This data contrasts with third-party reports that paint a bleaker picture — often relying on flawed methodologies, isolated cases, or traffic shifts that occurred before AI features were introduced in Search,” wrote Liz Reid, Google’s VP and Head of Search, in a new blog post.
However, while Google’s statement aims to downplay concerns, it provides no hard data to support its claims. And even if we take Google at its word, that doesn’t mean AI hasn’t changed the landscape.
In fact, Reid concedes as much, noting that “user trends are shifting traffic to different sites, resulting in decreased traffic to some sites and increased traffic to others.”
That carefully placed word — “some” — carries a lot of weight. Google isn’t disclosing how many publishers are gaining or losing traffic. And while platforms like ChatGPT have seen a clear surge in usage, it doesn’t erase the reality that many online publishers are feeling the pinch
