Criticism of AI search results is increasing, but Google disputes reports of declining traffic.
According to Liz Reid, head of Google Search, the AI Overviews at the top of search results do not lead to fewer clicks on organic search results. The click volume remains “relatively stable” compared to last year. She writes this in a blog post.
Conflicting Figures
The Verge reports on a Pew Research report stating that people are “less inclined” to click on links when Google displays an AI Overview at the top of search results. Reid calls these conclusions unreliable, but there seems to be some truth to it.
According to The Wall Street Journal, several media outlets saw their traffic decline, partly due to AI tools like ChatGPT, Gemini, and Copilot. Changes in Google’s algorithm are also detrimental to the number of website visitors.
Changed Click Behavior
Reid does admit that click behavior has changed; superficial content no longer works. “People are looking for websites with forums, videos, or podcasts with authentic opinions and experiences. They want content that teaches them something, like a comprehensive review or a unique perspective.”
“We still send billions of clicks to websites and we still believe in the value of Google Search,” she concludes.
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