There’s been a lot of talk lately about Google’s AI (artificial intelligence)-powered search results hoarding clicks and starving publishers.
In response, Google’s head of Search, Liz Reid, has basically said:
“Relax, everything’s fine!”
According to her, traffic from Google Search hasn’t changed much, and the clicks people are making? They’re apparently higher quality. Which sounds… convenient.
But if you ask, well, almost anyone else, things look a bit different.
Independent studies are telling a different story. Pew Research says people are less likely to click when Google gives them an AI-generated answer up top. SEO (search engine optimisation) tools like Authoritas claim sites in the top spot are seeing up to 79% less traffic when AI Overviews appear.
Even BuzzFeed’s latest investor report called out AI search as a potential threat to traffic and ad revenue. Indeed, The Wall Street Journal found that traffic to big publishers like Business Insider and The Washington Post dropped by half when AI results showed up.
So who’s right?
Google, insisting it’s business as usual? Or the growing list of publishers clutching their dwindling analytics reports?
Truth is, it’s probably somewhere in the middle. AI might not be killing your traffic, but it’s definitely stealing a few bites. If your business leans on search traffic, now’s probably a good time to shake things up – try new formats, mix up your content and give your strategy a bit of a spring clean.
If you start seeing fewer clicks, don’t panic. Just remember: even Google says the ones you do get are better. Apparently.
If you need any assistance with your website’s SEO performance, contact the team at Engage Web today.
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