Google has responded to mounting criticism that its AI-powered search features are eroding web publisher traffic, stating that overall organic click volume remains stable year-over-year and that the quality of clicks has slightly improved. The remarks, made in a blog post by Liz Reid, Google’s VP and Head of Search, aim to counter growing industry reports suggesting AI chatbots and features like AI Overviews are redirecting users away from publisher websites.
While Google did not share hard data, it claims AI is driving deeper engagement, pointing to an increase in “quality clicks” where users remain longer on linked content. However, independent analysis from Similarweb suggests otherwise, showing a rise in zero-click news searches, from 56% in May 2024 to 69% by May 2025.
Google maintains that search behavior is evolving, with users often starting their journeys on platforms like TikTok, Instagram, Reddit, and Amazon, long before reaching Google. The company has introduced new tools — like a Reddit/forum filter and alternative monetization strategies for publishers — to adapt to shifting habits.
Despite Google’s optimistic framing, publishers remain wary, as AI reshapes how users interact with content. The company’s assertion that AI presents more opportunities for exposure contrasts with industry concerns that search, not AI, may already be in long-term decline.
