According to a recent blog post from Google, Google's Vice President and Head of Search, Liz Reid, denied claims that AI search features and chatbots are significantly reducing traffic to publishers' websites. Reid pointed out that the total organic clicks to websites via Google Search have remained "relatively stable" year-over-year, with a slight improvement in average click quality.
Google's statement contrasts sharply with numerous third-party reports, which typically indicate a sharp decline in overall traffic. Although Google has not provided specific data to support its conclusion, it acknowledges that user traffic is "moving to different sites," resulting in "some sites experiencing reduced traffic while others see increased traffic."
The Evolution of AI and the Search Landscape
Google has long been committed to answering more questions directly on search result pages, and this trend has been further strengthened by features such as the "AI Overview" at the top of search results and interactions with AI chatbots. While Google denies that this is significantly reshaping the search landscape, it acknowledges that users' preferred channels for finding information are changing.
Reid noted that users are increasingly turning to websites that include "real voices and first-hand perspectives," such as forums, videos, podcasts, and posts. This trend did not start in the AI era. In 2022, Google executive Prabhakar Raghavan had previously stated that social platforms like TikTok and Instagram were eating into Google's core search and map products, with about 40% of young people directly using these platforms to find places to eat. Additionally, sites like Amazon and Reddit have become the preferred choices for shopping and in-depth research, respectively.
Google's "High-Quality Clicks" Theory and Real-World Challenges
In its latest blog post, Google attempted to redefine the value of website traffic, introducing the concept of **"high-quality clicks."** Google claims that the "high-quality clicks" it sends to websites—clicks where users spend more time—have increased compared to a year ago. When users click on links provided by the AI Overview, they are more likely to explore further, making these clicks more valuable. Google also believes that the AI Overview provides publishers with more exposure opportunities, increasing the likelihood of getting clicks on their websites.
However, third-party data does not seem to support this optimistic view. A recent study by Similarweb showed that the number of times news websites had zero clicks due to news searches increased from 56% in May 2024, when Google launched the AI Overview, to 69% in May 2025.
It seems that Google is also aware of the challenges publishers are facing and has launched related products to help them monetize decreasing traffic through non-advertising methods such as small payments or newsletter subscriptions.
In summary, Google's defense strategy appears to emphasize that "search is not dead, it's just evolving," and it is trying to convince publishers that, although the data is changing, Google still brings "billions of clicks" to websites every day and is working to improve click quality to address the increasingly complex online traffic landscape.