Google’s Liz Reid, in response to all of the third-party research, wrote on the Google weblog, “General, whole natural click on quantity from Google Search to web sites has been comparatively secure year-over-year.” There was no particular knowledge shared, Google didn’t supply up Search Console knowledge, Google did not present a chart – they simply wrote clicks are “comparatively secure.”
I do have a query on Google’s “year-over-year” line as a result of AI Overviews launched over a yr in the past within the US. So I might like to listen to how this yr compares to possibly three or two years in the past? After all, you possibly can say Google has been increasing AI Overviews, which is now utilized by over 2 billion month-to-month customers, and launched AI Mode during the last yr, so it has grown so much previously yr. However I imply, Google’s declare that the third-party research have been flawed due to the time-frames they checked out – this is identical situation with Google’s very personal assertion…
Google went on to make use of the road “common click on high quality has elevated,” which they’ve mentioned earlier than. Liz Reid added, “we’re truly sending barely extra high quality clicks to web sites than a yr in the past (by high quality clicks, we imply these the place customers don’t shortly click on again — usually a sign {that a} consumer is within the web site).”
And this line, “We proceed to ship billions of clicks to web sites on daily basis and imagine that Search’s worth trade with the net stays robust.”
I simply want Google can be extra particular of their statements, like they have been on advert efficiency with and with out AI Overviews being baseline.
Then Google goes in any case these third-party research, together with from extremely revered sources, all that we have coated and wrote, “This knowledge is in distinction to third-party studies that inaccurately counsel dramatic declines in combination visitors — typically primarily based on flawed methodologies, remoted examples, or visitors modifications that occurred previous to the roll out of AI options in Search.” Google’s Nick Fox mentioned the identical factor – focusing on these research. Sundar Pichai mentioned net publishing isn’t useless and the net is prospering.
I did ask Google about Search Console and why we do not have knowledge in there but. Google initially mentioned the info isn’t in Search Console as a result of AI Overviews and AI Mode have been in Search Labs, a beta. However that’s not. So as an alternative, Google Search Console lumps the AI Overviews and AI Mode knowledge as regular net knowledge and provides us no strategy to filter it out. And whenever you see the nice decoupling in your Search Console studies, and Googlers speaking in regards to the nice decoupling and we do not have filters to see the info ourselves, it makes us scratch our heads.
And – no, Google didn’t get again to me on why we won’t filter the info in Search Console – despite the fact that it’s out of beta.
So why do we expect we’re getting fewer clicks and Google says we’re not? Effectively, these paragraphs explains that searcher habits is altering. And with that, clicks could also be going to completely different locations:
With AI Overviews, individuals are looking out extra and asking new questions which can be typically longer and extra advanced. As well as, with AI Overviews individuals are seeing extra hyperlinks on the web page than earlier than. Extra queries and extra hyperlinks imply extra alternatives for web sites to floor and get clicked. For some questions the place individuals are searching for a fast reply, like “when is the following full moon,” folks could also be glad with the preliminary response and never click on additional. This has additionally been true for different reply options we’ve added, just like the Data Graph or sports activities scores. However for a lot of different kinds of questions, folks proceed to click on via, as they need to dig deeper into a subject, discover additional or make a purchase order. For this reason we see click on high quality growing — an AI response may present the lay of the land, however folks click on to dive deeper and be taught extra, and once they do, these clicks are extra invaluable.
Whereas total visitors to websites is comparatively secure, the net is huge, and consumer traits are shifting visitors to completely different websites, leading to decreased visitors to some websites and elevated visitors to others. Individuals are more and more looking for out and clicking on websites with boards, movies, podcasts, and posts the place they will hear genuine voices and first-hand views. Individuals are additionally extra more likely to click on into net content material that helps them be taught extra — similar to an in-depth overview, an unique put up, a novel perspective or a considerate first-person evaluation. Websites that meet these evolving consumer wants are benefiting from this shift and are typically seeing a rise in visitors.
One different level is that this info Google is sharing doesn’t embrace the question fan out stuff, it seems at precise searches/queries.
Google ends with this:
As a search firm, we care passionately — maybe greater than some other firm — in regards to the well being of the net ecosystem. We proceed to ship billions of clicks to web sites on daily basis and imagine that Search’s worth trade with the net stays robust…
The net has existed for over three many years, and we imagine we’re coming into its most fun period but. Know-how shifts carry change, however in addition they carry extraordinary alternative. We imagine that AI will likely be probably the most expansionary moments for the net, empowering us all to ask vastly extra questions and creators to achieve extra deeply engaged audiences. We’ll proceed to assist companies, creators and web sites seize these alternatives as we construct this future collectively.
Then now we have Debbie (Kostin) W., the President of Google in Europe, the Center East, and Africa, who posted this abstract on LinkedIn that I’ve to share right here too:
- 📊 Site visitors is secure: General, whole natural click on quantity from Google Search to web sites has been comparatively secure, yr over yr.
- 👍 Clicks are increased high quality: Common click on high quality has elevated and we’re sending barely extra high quality clicks to web sites than a yr in the past (by high quality clicks, we imply these the place customers don’t shortly click on again — usually a sign {that a} consumer is within the web site).
- 🔗 Extra hyperlinks, extra alternatives: Our AI experiences are constructed to spotlight the net, with AI Overviews individuals are seeing extra hyperlinks on the web page than earlier than.
- 🗣️ Individuals need genuine content material: Individuals are looking for out websites that meet evolving consumer wants for genuine voices, distinctive views and considerate evaluation.
Listed below are some fascinating social posts on this that I need to share:
There could also be some very slender, technical manner by which a few of that is true. However it’s gaslighting typically.
— Greg Sterling 🇺🇦 (@gsterling) August 6, 2025
google is actually digging its personal grave
— Paty 🏎️ Kerry✨ (@vvviolblck) August 6, 2025
Spin of the second: “Certain, our AI search is driving so much fewer clicks. However the clicks are higher clicks!”https://t.co/TriEk5Ooeh pic.twitter.com/spyvsw8x5A
— Mike Elgan (@MikeElgan) August 6, 2025
This narrative is getting a bit tiresome pic.twitter.com/VdHrBzYhRz
— Pedro Dias (@pedrodias) August 6, 2025
Do the “flawed methodologies” embrace 1000’s of screenshots from Google Search Console accounts? https://t.co/ixJkdFA86e
— Lily Ray 😏 (@lilyraynyc) August 6, 2025
New put up from Google’s Liz Reid about AI impacting Search. Mentions combination visitors downstream, consumer traits altering, high quality visits (low dwell time), and extra -> AI in Search is driving extra queries and higher-quality clicks
About decreased visitors -> “Whereas total visitors… pic.twitter.com/yLzIKS3AlO
— Glenn Gabe (@glenngabe) August 6, 2025
“Sure, however” liked these @MrDannyGoodwin 😊 pic.twitter.com/CSy2yUuMmB
— Gagan Ghotra (@gaganghotra_) August 6, 2025
Think about utilizing this in a shopper presentation lol https://t.co/YCWDeqoHHw
— Lily Ray 😏 (@lilyraynyc) August 6, 2025
Liz Reid from Google says that AI in Search is driving extra queries and better high quality clicks 🤔 This is the truth👇
* She says: the “dramatic” visitors decline reported is because of “third occasion studies” primarily based on “flawed methodologies, remoted examples, or visitors modifications that… pic.twitter.com/F2e2Qqtlfl
— Aleyda Solis 🕊️ (@aleyda) August 6, 2025
