Google Responds: AI Search Isn’t Hurting the Web
In recent months, the debate over the impact of artificial intelligence on search engines has intensified. Some reports claim that Google’s new AI-powered search features are reducing website traffic, putting publishers and content creators at risk. However, Google is stepping in to defend its approach.
Google’s Perspective
Liz Reid, Head of Google Search, published an official blog post stating that click volume from the search engine has remained “relatively stable” compared to last year. According to Reid, changes in traffic depend on the type of website: some are seeing more visits, others less.
“We continue to send billions of clicks to websites every day and believe that Search’s value exchange with the web remains strong.”
Liz Reid, Head of Google Search
Publishers’ Concerns
Despite Google’s reassurances, many digital publishers have reported a decline in traffic, partly due to the rise of chatbots like ChatGPT, Gemini, and Copilot. Some outlets have had to lay off staff, while independent sites struggle to stay visible in search results.
Who Benefits from AI Search?
- Sites with forums, videos, podcasts, and authentic content seem to gain more traffic.
- Users are more likely to visit sites with in-depth reviews, original posts, and thoughtful analysis.
The Value of Clicks in the AI Era
According to Google, even if some users don’t click on links in AI Overviews, those who do tend to spend more time on the site to learn more. This makes each click more valuable for content creators.
The Future of Search According to Google
Google has recently rolled out its AI Mode search feature to all users in the US and is testing new AI-curated search results pages. The debate continues, but Google believes AI search can offer new opportunities for both users and websites.