Google has pushed back on claims that its AI-driven search features are driving down traffic to websites. Speaking in a blog post, Elizabeth Reid, Vice President and Head of Google Search, described reports of falling website clicks as “inaccurate” and based on “flawed methodologies” .
According to Reid, “total organic click volume from Google Search to websites has been relatively stable year-over-year,” and, in fact, websites are receiving “slightly more quality clicks” .
Reid clarified that "quality clicks" are user visits that do not result in immediate "click-backs," signaling genuine engagement and interest in the content .
Elizabeth Reid, Vice President and Head of Google Search argued that AI Overviews now display more links than before—using chain-link icons next to content, allowing users to access multiple sources from the search summary directly.
Moreover, she said the platform sees increasing use of longer, more complex search queries, giving users additional opportunities to click through to websites.
Reid also noted that not all sites are affected equally:
“People are increasingly seeking out and clicking on sites with forums, videos, podcasts, and posts where they can hear authentic voices and first‑hand perspectives” .
Independent analyses report dramatic drops in search-driven traffic. For instance, a Guardian-sourced study found that news publishers have seen clickthrough declines as high as 79% when their links appear below Google’s AI summaries. Other data shows global search traffic dropping 50% among major outlets like HuffPost and Washington Post between April 2022 and April 2025 .
In Europe, independent publishers have filed an antitrust complaint with the EU, arguing that AI Overviews unfairly harm website traffic and reuse their content without compensation. They seek regulatory intervention for the ability to opt out .
Cloudflare CEO Matthew Prince warned that AI "answer engines" like Google’s are endangering the financial foundation of the web by bypassing publishers who create original content .
| Perspective | Key Claim |
|---|---|
| Google (Reid) | Organic click volume is stable; quality of clicks has improved; AI features enhance link visibility |
| Publishers/Studies | Traffic has dropped drastically; AI Overviews reduce discoverability; some sites lost up to 79% of search clicks |
| Regulators/Advocates | AI Overviews may violate fair use and abuse market dominance; calls for opt-out and regulation are rising |
| Tech Critics | AI search models threaten internet sustainability and creator compensation models |
Google's defense of its AI-powered Search features, particularly AI Overviews, underscores the growing tension between innovation and impact. As traditional web traffic declines for major publishers and platforms, Google maintains that its AI tools are enhancing the search experience by delivering “more high-quality clicks.”
However, multiple studies from platforms like Similarweb and Pew Research suggest otherwise, indicating significant drops in referral traffic for news and informational sites. While Google emphasizes that many searches still result in clicks, publishers remain concerned that AI summaries reduce user motivation to visit source websites.
This ongoing debate reflects a broader shift in how information is consumed and distributed online. For creators, publishers, and SEO professionals, the future hinges on adapting to changing user behavior and optimizing for visibility in AI-driven search experiences. Transparency, collaborative metrics, and ethical use of AI will be key in maintaining the balance between discovery and fair attribution. The conversation is far from over.