Google’s recent upgrade to its core algorithm and AI-powered search tool has sparked concerns among publishers. The placement of AI-generated summaries above publisher website links has resulted in a decrease in traffic for many publications. Some publishers have experienced significant drops in traffic, with up to 60% loss for many and up to 90% for extreme cases. This change, known as “AI Overviews,” is expected to disrupt the traditional “10 blue links” effect and make it challenging for publishers to achieve high click-through rates.
Data from various web traffic and ranking monitoring tools and advertising companies reveal a worrying trend for publishers. The New York Magazine website, for example, saw a 32% drop in Google search traffic over the past six months, while GQ.com experienced a 25% decrease.
The SISTRIX visibility index, which measures a website’s success in Google search results, further highlights the impact of Google’s core updates. Screenrant, an entertainment site based in Canada, witnessed a 40% decline in visibility, while BBC News lost 37% of its search visibility. Other large publishers such as Evening Standard and LBC also experienced drops in visibility by 32% and 30%, respectively. In contrast, Reddit saw a significant increase in traffic.
Estimates from Raptive, an agency that sells digital ads, suggest that AI Overviews could affect website visitors by 25% and result in a $2 billion decline in ad revenue. Raptive’s chief innovation officer, Marc McCollum, calls for greater transparency from Google regarding the percentage of AI Overviews in different queries and markets, as well as a detailed explanation of how the feature influences user behavior.
While Google only shows AI Overviews for a small percentage of search results pages (0.5%), the impact on independent publishers has been significant. HouseFresh, a small independent publisher, reported a 91% decline in traffic, while lifestyle magazines like BuzzFeed and Rolling Stone saw an increase in traffic. This shift in Google’s practices has raised concerns among independent publishers who were previously supported by the search giant.
In contrast, Reddit experienced a surge in traffic, particularly for queries related to video games, cooking content, adult content, and fashion. Google claims that it shows content from different forums and online communities to satisfy users’ need for information from other people. However, Google denies any special favors for Reddit in its search results.
The recent Google algorithm updates have caused anxiety among publishers. Unlike previous updates, the latest core update targeted the removal of low-quality and AI-generated content, affecting both new and established publishers. Google’s focus on SEO-savvy publishers who used tricks to increase views has left publishers searching for answers as to why their traffic has declined.
As Google expands its AI Overview feature, publishers are calling for more transparency and a clearer understanding of how this change will impact their businesses. Analysts predict that consumers may be less likely to click on links if they find useful information in an AI Overview, posing a challenge for publishers trying to drive traffic to their websites.
