Google’s AI overviews feature sparks concerns over plummeting web traffic for publishers
By Khairat Asokomhe
A growing number of publishers and content creators are grappling with declining web traffic following the rollout of Google’s AI Overviews feature, which offers AI-generated summaries directly at the top of search result pages. Introduced on May 14, 2024, the tool aims to provide users with quick, detailed responses to queries, but is now being linked to a drop in organic traffic across several websites.
The AI Overviews display a short summary followed by an in-depth explanation of the topic, pulling information from various sources. While designed to enhance the user experience, the feature is altering how people engage with search results. With answers readily available on the search page, users are less inclined to click through to individual websites, which is impacting traffic, particularly for independent publishers and small content creators.
Research by The Hoth found that websites featured in an AI Overview saw an average 8.9% drop in organic traffic. For those excluded from the AI link cards, the decline was still evident at around 2.6%.
A recent WARC report suggests that search is entering a “post-search” phase, where the focus shifts from keyword ranking to conversational engagement. Experts predict that brands will increasingly need to rethink how to gain visibility in AI-generated answers, as the traditional “ten blue links” format fades into the background.
WARC also advised that advertisers consider creating valuable, no-click content and targeting longer, low-competition keywords in order to remain discoverable in this changing environment.
Although Google dismissed claims that AI Overviews are responsible for widespread traffic losses, saying it’s “misleading to make generalizations” based on individual cases, publishers are already feeling the squeeze. According to Bloomberg, some smaller publishers have reported drops in traffic of up to 70%, with a few going out of business since the feature was introduced.
The development has triggered concern across the digital content landscape, as tech companies that depend on quality content may now be undermining the very ecosystem that sustains them.
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