August 7, 2025
Despite numerous studies that show AI in search has significantly reduced click-through rates, Google claims that it is driving more queries and improving the quality of clicks coming through to websites.
Google stated: ‘As a search company, we care passionately - perhaps more than any other company - about the health of the web ecosystem. We continue to send billions of clicks to websites every day and believe that Search’s value exchange with the web remains strong.’
The introduction of AI Overviews and AI Mode signifies a new era of Google Search. People are now able to ask complex and nuanced questions and receive a comprehensive result. This, according to Google, has led to increased satisfaction and higher search volumes.
Understandably so, people have been concerned about the impact AI in Search is having on website traffic. Numerous reports have shown a decline in traffic, but Google has stated their data shows organic click volume has remained stable and click quality has actually improved. Users are clicking on more relevant, high-quality websites than they were a year ago.
Search behaviour is quickly adapting to the rise of AI. People are beginning to ask longer, more specific questions when they search. Some queries, particularly quick questions, do result in users finding answers without the need to click further, but many are still clicking through to explore topics in more detail. Which Google believes is leading to more valuable clicks.
Forums and websites that offer video, personal insights, and in-depth reviews are benefiting the most from this shift in user behaviour.
As the digital landscape continues to evolve, businesses need to adapt to meet these new demands from users. Adjusting your strategy and ensuring you are offering unique perspectives and original insights is crucial for maintaining traffic levels and obtaining the valuable clicks AI features are providing.
If you are concerned about how AI in Search is affecting your business, feel free to get in touch with us today. We can help you adjust your strategy to contend with this new era of Search.
