The way people search online is evolving thanks to Google’s AI-powered search in short AI Search. Despite Google’s statements that it is generating “more qualified clicks,” many publishers are reporting a decline in website traffic. What is actually happening, then? Let’s analyze it.
Google’s Big Claim: Better Clicks, Not More
During a recent marketing event, Google shared that while the number of clicks may have decreased, the quality of those clicks has improved. To put it another way, visitors to a website are more likely to interact with the content in a meaningful way.
This shift aligns with the principles behind Google Search AI Mode and Google’s AI search app, which aim to provide users with more relevant answers faster. According to Google, people are now improving their searches and asking more queries. This, they believe, leads to more informed decisions and better website visits. However, Google also admitted that they don’t have any data to prove these quality improvements.
Organic Traffic Is Down, But Ads Are Fine
According to several studies, websites are receiving fewer organic clicks, particularly when snippets of AI Overview websites show up at the top of search results. The user never clicks through to a website because these AI-generated summaries frequently provide a direct response to the user’s query.
Google claims that ads displayed in Google generative AI Search still function just as well as they did previously. This shows that Google’s ad revenue is unaffected even though organic traffic is declining. According to some experts, this might put pressure on publishers to increase their spending on paid search ads simply to stay visible in digital marketing campaigns for Google AI overview searches.
What Does This Mean for Content Creators?
According to Google, users’ desire for faster, more conversational responses is reflected in the move to AI search. Publishers and SEO experts are encouraged to adjust to this change in semantic search by:
- Producing content that directly responds to queries from users
- Increasing the number of videos and visual materials
- Including Q&A and FAQ sections on their websites
A website’s chances of showing up in AI-driven results can be increased by matching the tone of natural conversation, which is the goal of Google AI chatbot tools and the larger Google generative AI Search approach.
In AI mode, Google also described a “fanning technique” that explores multiple iterations of a user’s query. Theoretically, this might make it more likely that more websites will show up in search results, but it’s unclear if this will actually increase traffic.
Transparency Is Still a Concern
One of the biggest problems facing publishers is a lack of transparency. Currently, Google reporting tools do not classify clicks from AI-generated descriptions, Google Search AI Mode, or conventional search results. Hence, publishers could not keep a record of exactly where their traffic is coming from these are those “quality clicks” that Google claims to be worthy of.
Final Thoughts
Google wants to use AI to enhance search, but publishers and marketers are seriously concerned about these changes. Many are left in the dark because there is less organic traffic and no reliable data to support quality claims.
The only option available to content producers at this time is to modify their approaches, concentrate on semantic SEO, and hope that the transition to Google AI chatbots and Google generative AI search will benefit them. It remains to be seen if it actually improves engagement or if it only helps Google’s ad business.
Our Social Pages
