When Google first rolled out its AI Overviews, the internet went into overdrive. Reports started flying in that websites were losing massive amounts of referral traffic because searchers were getting all their answers directly from AI summaries, without clicking through to the source.
But now, Google is speaking up, saying the panic might be overblown.
What Exactly Are Google’s AI Overviews?
If you’ve searched for something on Google lately, you may have noticed a big AI-generated summary at the top of the results. This is Google’s AI Overview, its way of giving you a quick, easy-to-read answer without making you click multiple links.
The feature is part of Google’s push to make search more helpful and conversational, similar to how you’d ask a friend for advice. According to Google, these overviews also show more links than before, giving websites more opportunities to appear.
Is It True That Websites Are Losing Traffic Because of AI?
Here’s where the conversation gets heated.
Many independent studies, including one from Pew Research, suggest that people are clicking less on traditional search links when an AI summary is present. Pew’s data showed that only 8% of users clicked a link after seeing an AI summary, compared to 15% when no AI summary appeared.
That’s almost half the click rate, which explains why so many publishers see this as a threat.
What Does Google Say About All This?
Google claims the overall picture is far less dramatic. In its official blog, Google stated that total organic click volume from Search has been “relatively stable” year-over-year. They even say that the quality of clicks is improving, meaning fewer people click and then bounce right back.
From their perspective, AI Overviews are encouraging people to search more, ask longer questions, and explore deeper topics, all of which could result in more meaningful website visits.
Why Are Some Websites Reporting Big Traffic Drops Then?
This is where it gets tricky.
It’s true that trending news publishers and certain blogs have reported sharp declines. The Wall Street Journal revealed that organic search traffic for HuffPost, The Washington Post, and Business Insider has dropped by more than half in the past three years.
Business Insider even cited “extreme traffic drops” as one reason for laying off 21% of its staff earlier this year. That’s not a small shift, that’s survival-level impact for some media outlets.
Is This Just a Redistribution of Traffic?
Google’s defense is that traffic isn’t disappearing, it’s being redistributed. They argue that certain websites, like forums, niche blogs, and video platforms, are actually seeing increases in traffic because AI Overviews surface a wider variety of sources.
For example, Reddit links have become far more visible in search results. This suggests that if your content is unique, in-depth, and offers personal insights, you might actually benefit from the change.
What Type of Content Performs Better in the AI Overview Era?
From what I’m seeing in the latest updates and industry chatter, Google’s algorithm seems to favor content that:
- Offers original insights or first-hand experience
- Answers niche, complex, or highly specific questions
- Is multimedia-rich (videos, podcasts, images)
- Provides detailed reviews or how-to explanations
If your website relies on generic news rewrites or thin summaries, your visibility in this new landscape may suffer.
How Big Is the Current Impact?
Interestingly, AI Overviews are only showing for about 20% of desktop searches right now. That means the real shake-up might still be ahead of us. If Google increases that percentage, the traffic redistribution and the potential drops for some, could accelerate quickly.
Some data even suggests that when an AI Overview pushes traditional results down the page, a site ranked first can lose nearly 80% of its clicks for that search.
Should Businesses Be Changing Their SEO Strategy Right Now?
Yes but not out of panic.
The smartest move is to focus on updates to your content strategy that align with Google’s evolving search model. That means:
- Creating content people can’t get from a two-sentence AI answer
- Including expert opinions, storytelling, and personal analysis
- Making your content the kind of thing someone would bookmark or share, not just skim
This is where meta news publishers, small business blogs, and niche creators can stand out.
How Does This Connect to Social Media and Broader Digital Trends?
What’s happening with Google feels a lot like what we’ve already seen in social platforms. Algorithms change, distribution shifts, and suddenly the traffic you thought was guaranteed starts drying up.
In social media news, we’ve seen Instagram boost Reels, TikTok shift towards search-based content, and X (formerly Twitter) tweak timelines, all affecting visibility. Now Google is doing its version of that with AI Overviews.
What’s the Takeaway for Website Owners Right Now?
If you’re in the camp that’s losing traffic, it’s easy to feel frustrated. But the truth is, digital traffic sources have always evolved.
Rather than waiting for things to “go back to normal,” this is the moment to diversify where your visitors come from, whether that’s through newsletters, social content, direct audience building, or optimizing for these new AI-driven search experiences.
Should You Worry?
If your business depends heavily on high-volume, low-engagement search traffic, then yes, you should start adjusting now. But if you create content that offers depth, personality, and value beyond quick answers, AI Overviews might actually give you an edge.
This isn’t the end of the open web, it’s another evolution in how people find and consume information. And as with any change in the digital world, those who adapt early tend to come out ahead.
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