Google is defending its AI-powered search despite widespread reports of reduced traffic to websites from organic search results.
During a press session at Google Marketing Live, executives acknowledged traffic shifts but emphasized improved user engagement and higher click quality.
Independent data shows that AI Overviews reduce organic clicks by summarizing answers without needing a visit to the source site.
When questioned, Google avoided direct answers about traffic loss, focusing instead on how users interact with AI-enhanced results.
Fewer Clicks, But Higher Intent?
Google executives argued that AI search users refine their queries more often before clicking through to a site.
They say users ask one question, get a summary, then ask another—leading to better-informed clicks when they finally visit a site.
According to Google, these visitors spend more time on websites, which suggests they are better qualified and more engaged.
The company noted a 10% increase in total queries due to AI-driven interactions, claiming deeper engagement as the real gain.
Still, Google provided no concrete data to back up claims about time on site or conversion rates from AI search results.
Ads Hold Steady as Organic Shrinks
While publishers report traffic drops, Google says paid search performance remains stable—even in AI-powered search experiences.
Executives explained that monetization is consistent across AI Overviews and traditional search, helping protect ad revenue.
This creates tension for content creators who rely on organic traffic as AI shifts visibility toward paid results and summaries.
Some publishers may feel pressure to buy ads simply to regain lost traffic from previously top-ranking content.
SEO Must Adapt to New Search Patterns
Google says user behavior is changing. People ask longer, more conversational queries—and expect direct, summarized answers.
To stay visible, SEO professionals should:
- Focus on answering specific questions
- Build out FAQ pages
- Include videos and rich content
AI Mode adds complexity. It uses a “fanning” method to explore multiple query paths, potentially increasing discovery for more sites.
Still, these added impressions don’t always translate into measurable traffic.
No Clear Reporting Yet
Google confirmed that it does not separate AI clicks from standard ones in search term reports or performance metrics.
That leaves marketers without the data needed to judge the real impact of AI search.
Until better reporting exists, a digital marketing agency in Los Angeles must rely on independent testing to evaluate AI-driven search quality.
