Google AI: Not Killing Search Clicks, Just Evolving Them
Google has faced criticism over claims that its AI search capabilities are reducing web traffic, but search head Liz Reid has refuted this notion in a recent blog post. According to Reid, AI is not diminishing clicks but actually driving an increase in searches, while maintaining that web traffic remains intact, even if Google hasn't shared specific statistics to validate this claim.
This defense follows a Pew Research Center study indicating that searches featuring AI Overviews exhibit lower click-through rates. Google has contested the methodology and conclusions of this study, with the blog aiming to clarify Google's position.
Central to Reid's message is that the "total organic click volume" has stayed "relatively stable year-over-year." While Google emphasizes that the number of searches on its platform is climbing, Reid acknowledges that the vastness of the web leads to fluctuating trends.
Google appears to view AI Overviews as a natural progression from previous initiatives, like the Knowledge Graph or sports scores, which it claims did not lead to reduced clicks. The company believes the clicks now coming in are of higher quality, meaning users engage more deeply with search results.
Uneven Benefits
The broader context of Reid's remarks suggests a shift in user interest toward "authentic voices and first-hand perspectives," which could be related to Google's partnership with Reddit. Since their collaboration began in early 2024, Reddit's traffic has skyrocketed, reportedly increasing daily active users by 21% over the past year.
This surge suggests that while Google's overall click volume might be stable, the distribution favors certain sites, possibly those more prominent in both organic results and AI-generated answers. This trend isn't new; smaller sites have seen their presence overshadowed by larger entities using SEO tactics to dominate search rankings.
Despite Reid's assertion that Google prioritizes the "health of the web ecosystem," it's acknowledged in the post that sometimes users obtain enough information from AI Overviews without needing to click further. The effect is a more streamlined information gathering experience, yet it leaves a mismatch in how the benefits of AI are distributed across the Internet landscape.
Until Google can deliver concrete data supporting its claims, the debate over the impact of AI on search clicks and web traffic likely continues. However, it is evident that the way clicks are generated and measured is evolving, in line with the increasing significance of AI.
By Ryan Whitwam, Senior Technology Reporter
Ryan Whitwam is a seasoned technology reporter, offering insights into the impacts of Google, AI, and mobile tech. Follow him on Bluesky for more updates on his work and interests.
Credit: Ryan Whitwam
