Google exec: AI isn’t stealing search traffic
▼ Summary
– Google denies AI search harms web traffic, claiming clicks remain stable and AI drives more searches, but provides no supporting data.
– The blog post responds to a Pew study showing AI Overviews reduce click-through rates, disputing its methodology and conclusions.
– Google argues AI Overviews are an evolution of past features like Knowledge Graph, which didn’t reduce clicks, but offers no specific numbers.
– The company highlights a trend toward users seeking “authentic voices,” likely referencing its 2024 Reddit partnership and increased Reddit links in search results.
– Despite optimistic claims, Google’s lack of data undermines its argument that AI search isn’t negatively impacting web traffic.
Google maintains that AI-powered search isn’t reducing website traffic, despite growing skepticism from publishers and researchers. In a recent blog post, Liz Reid, head of Google Search, argued that clicks to external sites remain steady while overall search activity continues to rise. However, the post lacks concrete data to substantiate these claims, leaving room for debate.
The timing of Reid’s statement suggests it may be a rebuttal to a Pew Research study indicating that AI Overviews, Google’s generative AI search summaries, lead to fewer clicks on traditional search results. Google has disputed the findings, calling the methodology flawed. The company insists organic click volumes have stayed consistent year over year, even as search queries increase.
Google frames AI Overviews as a natural progression of features like Knowledge Graph or live sports scores, which it claims haven’t negatively impacted traffic. Reid points to “higher-quality clicks,” where users engage with links instead of bouncing back immediately. Still, without specific metrics, the argument feels incomplete.
One notable shift Reid highlights is the growing demand for “authentic voices and firsthand perspectives” in search results. This aligns with Google’s recent partnership with Reddit, which has led to a noticeable uptick in Reddit links appearing in search rankings. While the move caters to users seeking unfiltered opinions, it also underscores how Google’s priorities are evolving, potentially at the expense of traditional publishers.
The broader question remains whether AI-driven search truly benefits the web ecosystem or simply reshuffles traffic in ways that favor Google’s own initiatives. For now, the company’s assurances come with little transparency, leaving publishers and analysts to weigh anecdotal evidence against official claims.
(Source: Ars Technica)
