Really, AI in Search is driving extra queries and better high quality clicks

Final month, a Pew Analysis Heart report make clear Google’s AI Overviews’ impact on internet publishing. Briefly, the evaluation painted an abysmal outlook for anybody counting on internet visitors. However on Wednesday, Google Search head Liz Reid penned a blog post that places fairly a unique spin on issues. The Google VP claims visitors from search to web sites is “comparatively steady” and that click on high quality has elevated.

Reid’s framing boils right down to the whole lot is peachy, and AI is making issues higher — even for web sites! She wrote that Google Search’s whole natural click on quantity to web sites has been “comparatively” steady year-over-year. Reid additionally claimed Google sends extra “high quality clicks” (guests who do not rapidly bounce) to web sites than a yr in the past. The corporate says individuals are additionally happier with the search expertise.

The corporate did not share any numbers — the submit has no knowledge in any respect — to help its claims.

Google’s clarification for the rosy outlook? “With AI Overviews, individuals are looking extra and asking new questions which are usually longer and extra advanced,” Reid wrote. “As well as, with AI Overviews, individuals are seeing extra hyperlinks on the web page than earlier than. Extra queries and extra hyperlinks imply extra alternatives for web sites to floor and get clicked.”

Reid does spotlight a shifting panorama. She says consumer developments are leading to decrease visitors for some websites and elevated visitors for others. After all, the Google Search head did not name out any particular web sites. However she claims boards, movies, podcasts and posts with “genuine voices and first-hand views” are thriving. Reid added that content material like “an in-depth evaluation, an unique submit, a novel perspective, or a considerate first-person evaluation” does effectively.

The Google VP mentioned individuals in search of easy Q&A forms of searches are leaning extra on AI. “For some questions the place individuals are in search of a fast reply, like ‘when is the subsequent full moon,’ individuals could also be happy with the preliminary AI Overviews response and never click on additional,” Reid wrote. “This has additionally been true for different reply options we have added, just like the Data Graph or sports activities scores. However for a lot of different forms of questions, individuals proceed to click on by way of, as they wish to dig deeper into a subject, discover additional or make a purchase order. That is why we see click on high quality growing — an AI response may present the lay of the land, however individuals click on to dive deeper and study extra, and once they do, these clicks are extra useful.”

It is fairly the distinction from the Pew report. It discovered that guests who noticed an AI abstract clicked a standard search lead to eight p.c of all visits. These with out an AI abstract? They clicked on a standard lead to 15 p.c of their visits. As for truly clicking the supply hyperlinks in AI summaries? Pew’s research discovered that one p.c of Google searches that included AI summaries resulted in a consumer clicking on these supply hyperlinks. Customers had been additionally extra prone to finish their looking after visiting a web page with an AI abstract.

That aligned with feedback Cloudflare CEO Matthew Prince made in June. He mentioned search visitors referrals maintain plummeting. “The way forward for the online goes to be increasingly more like AI, and that implies that individuals are going to be studying the summaries of your content material, not the unique content material,” he mentioned. Prince mentioned {that a} decade in the past, Google despatched a writer one customer for each two pages it crawled. Early this yr, it dropped to at least one customer for each six pages. He mentioned that, in June, it was down to at least one for each 18.

I can not let you know who to consider. However here is what the final word supply needed to say:

Correction, August 7, 2025, 2:55PM ET: This text has been up to date to notice that Pew’s research discovered one p.c of Google searches with AI summaries had somebody click on on a supply hyperlink in these summaries. It beforehand acknowledged that one p.c of search customers clicked on these supply hyperlinks.