Google Says Clicks To Websites Relatively Stable With AI Overviews

Posted on August 7, 2025
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Responds to AI Search Traffic Decline Claims

Google confirms that overall organic click volume from Search remains relatively stable year-over-year despite AI-related changes. The company highlights an increase in click quality, meaning users engage more deeply with clicked content. AI Overviews and AI Mode generate more complex queries and show more links, creating new opportunities for websites. While some sites see declines, others benefit from evolving user preferences for authentic, in-depth content.

Optimixed’s Overview: How AI Enhancements in Google Search Are Shaping Web Traffic Trends

Google’s Official Position on AI Impact and Search Traffic Stability

Google’s Liz Reid addressed concerns raised by third-party studies claiming significant drops in organic search traffic. Google states that the total organic click volume has been stable year-over-year and emphasizes that the quality of clicks has improved. “Quality clicks” refer to user visits where there is meaningful engagement—users do not quickly bounce back to search results, indicating genuine interest.

Understanding User Behavior Changes with AI Overviews and AI Mode

  • AI Overviews, now used by over 2 billion monthly users, encourage more complex and longer queries.
  • Pages display more links than before, increasing opportunities for users to explore diverse web content.
  • For quick-answer queries, users might not click further, similar to existing features like the Knowledge Graph.
  • For in-depth topics, users continue clicking through to learn more, reflecting increased click quality.

Shifts in Traffic Distribution and Content Preferences

Google acknowledges a redistribution of traffic across the web rather than an overall decline. Some sites experience reduced visits, while others benefit from rising demand for:

  • Forums, videos, and podcasts offering authentic voices.
  • Original posts, detailed reviews, unique perspectives, and thoughtful analyses.

This reflects evolving user needs toward authentic and engaging content, which is driving traffic growth for creators who meet these demands.

Data Transparency and Search Console Limitations

Despite these insights, Google has not provided granular data or Search Console filters to separate AI-generated search interactions from traditional queries, leading to confusion among webmasters analyzing traffic trends. Google attributes some discrepancies to the changing nature of search behavior and the integration of AI features.

Conclusion: The Future of AI and the Web Ecosystem

Google remains optimistic about the web’s future, viewing AI as a catalyst for expanding user inquiries and enabling creators to reach more engaged audiences. The company commits to supporting businesses and websites in adapting to these technological shifts to foster a healthy and thriving web ecosystem.