Google denies AI search is hurting news site traffic

Google is pushing back against claims that its AI-powered search features are reducing traffic to websites. In a blog post published Wednesday, Liz Reid, head of Google Search, stated that overall click volume from the search engine has remained “relatively stable” compared to the same period last year. However, Reid acknowledged that while some types of websites are receiving more traffic, others are experiencing declines.

Google did not provide specific data to support these assertions.

Reid’s comments come in response to a recent Pew Research report suggesting that users are “less likely” to click on links when Google displays an AI Overview — the AI-generated summaries shown at the top of search results. According to Reid, these third-party findings are based on “flawed methodologies” and do not reflect Google’s internal data. She argues that AI is, in fact, benefiting the web overall.

The evolution of Google Search has caused disruption across the digital media landscape. A report from The Wall Street Journal highlighted declining traffic at outlets such as Business Insider, The Washington Post, and HuffPost — a trend partially attributed to AI tools like ChatGPT, Gemini, and Copilot. These declines have led some media organizations to cut staff. Simultaneously, algorithm changes at Google have made it harder for independent websites to maintain visibility in search results.

Reid noted that changing search habits have led to “decreased traffic to some sites and increased traffic to others.” Sites featuring forums, podcasts, videos, and “authentic voices” are reportedly seeing the most benefit. In addition, content offering in-depth reviews, original reporting, or thoughtful analysis is more likely to attract users. “We continue to send billions of clicks to websites every day and believe that Search’s value exchange with the web remains strong,” Reid said.

Although some users may choose not to click on sources cited in AI Overviews, Reid argued that those who do often spend more time on the websites they visit. “An AI response might provide the lay of the land, but people click to dive deeper and learn more, and when they do, these clicks are more valuable,” she explained.

Google recently expanded access to its AI-powered search feature, AI Mode, across the United States, raising fresh concerns among digital publishers. The company is also testing a new AI-curated search results page, signaling even more significant changes to how users interact with the platform in the future.

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