Amid rising concerns from publishers about AI tools reducing web traffic, Google’s Search head Liz Reid claims that overall click rates from Google Search have remained steady. She also mentioned better “click quality,” but didn’t share specific data.
Google admits some websites are experiencing traffic dips. But it blames shifting user habits—like growing interest in video, forums, and personal experiences—rather than just AI-generated answers or chatbots replacing traditional search clicks.
Despite Google’s defence, studies show a rise in “zero-click” searches—where users get answers without visiting any site. According to a TechCrunch report, Similarweb found 69% of news-related searches in May 2025 ended without clicks, up from 56% in 2024.
Google says people now prefer authentic content sources. Back in 2022, it revealed that 40% of young users searched on TikTok or Instagram for restaurants. Amazon, meanwhile, is dominating product search, and Reddit is the preferred platform for in-depth information.
As users turned to Amazon for shopping and Reddit for deeper insights, Google was forced to adapt—adding a “forums” filter to its search. "People are increasingly seeking out and clicking on sites with forums, videos, podcasts, and posts where they can hear authentic voices and first-hand perspectives," said Reid in the blog post.
Google argues that publishers should shift focus from traffic volume to meaningful engagement. It defines “click quality” as users spending time, reading, or interacting with the content—suggesting it matters more than the number of visits.
According to Google, its AI-generated summaries are helping users discover new content. It claims these overviews enhance visibility for linked sites and increase chances of readers diving deeper into specific articles or perspectives.
Recognising traffic challenges, Google is now urging websites to diversify income. It’s promoting tools like micropayments and newsletter subscriptions to help publishers adapt and earn sustainably in an AI-heavy digital environment.
While Google maintains AI supports the open web, it’s clear the way people search and engage is evolving. For many publishers, fewer clicks and changing user paths are making it harder to sustain traditional traffic models.
