Google says AI search isn’t killing website traffic—here’s their evidence

Google has defended its AI-powered search features against claims they’re reducing website traffic, with VP and Head of Search Liz Reid arguing that organic click volume remains “relatively stable year-over-year.” The response directly counters third-party reports suggesting AI Overviews and similar features are harming web publishers, highlighting Google’s financial stake in maintaining a healthy web ecosystem since advertising revenue depends on continued site engagement.

What they’re saying: Google emphasizes that AI features are actually improving the quality of user interactions with websites.

• “Average click quality has increased and we’re actually sending slightly more quality clicks to websites than a year ago (by quality clicks, we mean those where users don’t quickly click back – typically a signal that a user is interested in the website),” Reid stated.
• “An AI response might provide the lay of the land, but people click to dive deeper and learn more, and when they do, these clicks are more valuable.”

Google’s defense strategy: The company argues that reported traffic declines stem from flawed analysis rather than AI impact.

• Google claims third-party reports are “based on flawed methodologies, isolated examples, or traffic changes that occurred prior to the roll out of AI features in Search.”
• The company maintains that people are asking more questions because AI can handle more query types, resulting in users “seeing more links on the page than before.”

Shifting user behavior: Google attributes any traffic changes to evolving content preferences rather than AI interference.

• “People are increasingly seeking out and clicking on sites with forums, videos, podcasts, and posts where they can hear authentic voices and first-hand perspectives.”
• “People are also more likely to click into web content that helps them learn more – such as an in-depth review, an original post, a unique perspective or a thoughtful first-person analysis.”

Why this matters: Google’s financial model creates unique incentives compared to other AI companies to preserve web traffic.

• The company states it “care[s] passionately – perhaps more than any other company – about the health of the web ecosystem.”
• While other AI companies need web data for training, Google has the added financial incentive of advertising revenue that depends on users visiting websites through search results.