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 net publishing. Briefly, the evaluation painted an abysmal outlook for anybody counting on net 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 all the pieces 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 shortly bounce) to web sites than a 12 months in the past. The corporate says persons are additionally happier with the search expertise.

The corporate did not share any numbers — the submit has no knowledge by any means — to assist its claims.

Google’s clarification for the rosy outlook? “With AI Overviews, persons are looking out extra and asking new questions which can be usually longer and extra complicated,” Reid wrote. “As well as, with AI Overviews, persons 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 assessment, an authentic submit, a novel perspective, or a considerate first-person evaluation” does nicely.

The Google VP mentioned individuals looking for easy Q&A kinds of searches are leaning extra on AI. “For some questions the place persons are searching for 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 Information Graph or sports activities scores. However for a lot of different kinds of questions, individuals proceed to click on by, as they wish to dig deeper into a subject, discover additional or make a purchase order. For this reason we see click on high quality rising — 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 invaluable.”

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 % of all visits. These with out an AI abstract? They clicked on a standard lead to 15 % of their visits. As for truly clicking the supply hyperlinks in AI summaries? Pew’s research discovered that one % 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 signifies that persons 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 12 months, 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 am unable to inform you who to imagine. However this is what the last 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 % of Google searches with AI summaries had somebody click on on a supply hyperlink in these summaries. It beforehand said that one % of search customers clicked on these supply hyperlinks.