Google AI Search and Website Traffic: What You Need to Know

Google has recently addressed concerns that its AI-powered search features are harming website traffic. According to Liz Reid, Google’s head of Search, click volume on Google remains “relatively stable” compared to the same period last year. This statement comes amid growing debate in the digital publishing industry about whether AI Overviews—Google’s AI-generated summaries at the top of search results—are discouraging users from clicking on links. Many website owners have been worried that these AI summaries could reduce organic traffic, but Google insists the data doesn’t support that fear.

Google AI Search impact on clicks

Reports from third-party studies, such as those by Pew Research, suggest that users are “less likely” to click on links when AI Overviews appear in search results. However, Google argues these findings may rely on “flawed methodologies.” Liz Reid notes that traffic patterns are shifting rather than collapsing—some types of websites are seeing increased clicks while others are experiencing declines. This nuance highlights that AI in search is changing user behavior but may not be as destructive to the web ecosystem as many fear.

How AI Overviews affect digital publishers

The introduction of AI summaries in Google Search has sent shockwaves through the media industry. Major outlets like Business Insider, The Washington Post, and HuffPost have reported traffic declines, coinciding with the rise of AI tools like ChatGPT, Gemini, and Copilot. Additionally, algorithm updates have made it harder for smaller, independent websites to maintain their visibility in search results. For publishers relying heavily on organic traffic, this evolving landscape underscores the need to adapt SEO strategies to remain competitive in an AI-driven search environment.

Why Google believes AI helps the web

Despite industry concerns, Google maintains that AI-powered search is beneficial for the internet overall. By quickly surfacing relevant, verified summaries, AI Overviews aim to improve user experience. Google suggests that rather than eliminating clicks, AI search is redistributing traffic to the most authoritative and trustworthy sources. For website owners and content creators, this shift emphasizes the importance of creating high-quality, expertise-driven content that aligns with E-E-A-T principles to thrive in 2025’s search ecosystem.