AI Search Under Fire? Google Says Traffic's Holding Steady

AI Search Under Fire? Google Says Traffic’s Holding Steady

Written by Aaron S.,

Editor-In-Chief

Last Updated: August 07, 2025

Key Takeaways

Google stated that overall search clicks to websites are steady and pushed back on reports of AI hurting traffic;
The company argued that user behavior is shifting, with some sites gaining and others losing visits;
Google highlighted deeper engagement from AI-driven clicks and more link visibility via AI Overviews.

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Google has pushed back against claims that its artificial intelligence (AI) search features are harming website traffic, according to a blog post published on August 6.

The company stated that the overall number of clicks from its search engine to external websites has remained consistent compared to last year. It also said that the quality of those clicks has slightly improved.

According to Liz Reid, Google’s Head of Search, recent reports suggesting declines in site traffic are misleading. She explained that many of these findings are based on weak data, isolated examples, or changes that took place before Google’s AI tools were fully launched.

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Reid acknowledged that online habits are changing, which has led to a shift in where users go. Some websites may be gaining more attention, while others are seeing less, though Google did not give any numbers to show how common either case is.

She noted that people seem more interested in sites that offer personal insights, such as forums, videos, podcasts, and blog posts that share firsthand experiences.

Reid also suggested that it is more helpful to look at how meaningful those clicks are. She stated that people who land on a site from an AI-generated response tend to engage more deeply.

Google pointed to its AI Overviews, which display several links on the results page. Reid wrote that this feature creates more chances for websites to appear and be visited.

Recently, Google tested AI in the US that estimates user age based on account activity like searches and YouTube views. How does the test work? Read the full story.