AI is rapidly transforming how we search on Google — but is it killing website traffic?
Many publishers and SEO experts say yes. Since the rollout of Google’s AI Overviews and AI-powered search features, traffic to traditional news and content websites has reportedly dropped. But Google strongly denies this.
In a recent blog post, Liz Reid, Google’s VP and Head of Search, claimed that organic click volume has remained “relatively stable” year-over-year and that click quality has slightly improved. Google argues that third-party reports claiming massive traffic declines are misleading, relying on flawed methods or data from before AI features were fully rolled out.
What’s Actually Changing in Search?
Despite Google’s defense, it quietly acknowledges that traffic is being redistributed. Some sites are losing traffic — others are gaining. But Google won’t say which or how many.
What’s clearer is that user behavior is changing:
- AI Overviews now answer questions directly on the search results page.
- Zero-click searches (when users find what they need without clicking any links) are rising.
- Social media platforms like TikTok, Reddit, and Instagram are becoming the new starting points for search, especially among Gen Z.
Even Google admits that younger users now go to TikTok or Instagram instead of Search or Maps to find restaurants or reviews.
Are Clicks Still Valuable?
To shift the conversation, Google now focuses on click quality — claiming that users who click through from AI results tend to stay longer. It’s true that AI might surface more relevant links, but that doesn’t necessarily make up for the declining volume of overall clicks.
In fact, a Similarweb study reports that zero-click news searches jumped from 56% in May 2024 to 69% by May 2025, after the launch of AI Overviews.
The Bottom Line for Publishers
Whether or not AI is the main cause, website traffic is undeniably shifting and publishers are feeling the hit. Google’s response seems more like damage control, especially as it launches new monetization tools like micropayments and newsletter signups to help sites with declining ad revenue.
So is AI killing traffic? Not entirely, but it’s definitely reshaping it.
Final Thoughts
The future of search is changing. To stay relevant, publishers and content creators must adapt by focusing on deeper engagement, diversifying traffic sources, and exploring new monetization methods. Google may still send billions of clicks, but where and how users click is clearly evolving.
