Google's AI feature puts pressure on websites: Significant drop in traffic

Google caused news sites and publishers to lose a significant portion of their search engine traffic with the algorithm changes it made last year. However, the tech giant went a step further this year by launching its AI Overview feature. This feature allows users to obtain information through short summaries in search results without having to click on traditional links. While the feature has not yet arrived in Turkey, it has been rolled out in many countries around the world.

With this innovation, Google aims to compete with AI tools like ChatGPT. However, this change carries serious risks, especially for websites that rely on SEO (search engine optimization) and advertising revenue.

MAJOR DECLINE FOR WEBSITES

The AI Overview feature allows users to quickly get summary information for their questions in search results. However, this significantly reduces click-through rates to websites. The feature, which is expected to arrive in Turkey later this year, has already affected traffic to popular travel guides, health sites, and product review pages.

According to Similarweb data, search traffic decreased by 55 percent between April 2022 and April 2025. According to the Wall Street Journal, this decline also applies to world-renowned news sites. Major media outlets such as HuffPost and the Washington Post have seen their organic traffic cut in half.

Publishers around the world state that this situation threatens their business models. Business Insider CEO Barbara Peng explained the reason for layoffs as "extreme traffic declines beyond our control." A similar situation exists at the New York Times, where the share of organic search traffic has decreased significantly over the last three years. Atlantic CEO Nicholas Thompson stated that their traffic could drop to zero due to Google's new strategies and that they need to rethink their business models.

USERS TURNING TO AI SUMMARIES

Surveys show that users are getting information without clicking on the summaries provided by Google. According to a survey conducted by the Pew Research Center, only 1 percent of Google users in the US click on the source mentioned in the search result provided by an AI Overview summary. The remaining users are satisfied with the short information.

The most frequently encountered sources in AI summaries are platforms like Wikipedia, YouTube, and Reddit. This reveals that users are getting information from more common, Google-owned platforms rather than traditional news sites.

SEO IMPACT: CLICK-THROUGH RATES ARE FALLING

This new feature from Google also affects SEO efforts. According to research, the click-through rate for sites ranking at the top of search results provided with an AI Overview summary has dropped by 34.5 percent. This is a very dangerous development for websites that have increased their dependence on the Google search engine.

RISK OF MISINFORMATION

Another significant risk is the accuracy of the information provided by AI. 404 Media noticed that Google's summary feature causes the spread of misinformation. The site stated that AI summaries are based on an incorrect source and do not link to the primary source at all. This can lead to users being exposed to superficial and erroneous content.

GOOGLE'S REVENUE MODEL AND ADS

Google's revenue model is based on ads that users see on websites after being directed there via the search engine. However, the AI Overview feature could cause this model to falter. Google is now placing ads directly into the summaries, which leads to revenue loss for websites.

Nevertheless, Google does not seem to be overly affected by this change. The company reported record revenue in the last quarter of 2024. Google's total revenue increased by 14 percent to reach 96.4 billion dollars. The vast majority of this was generated from advertising revenue.

NEW SEARCH ENGINES AGAINST GOOGLE

Google still maintains its leadership against its competitors in the sector, but the rise of AI-powered search engines could challenge this dominance. New search engines like Perplexity have begun to shake Google's throne. Bank of America executive Mohammad Resulnejat says that Google spending 14 billion dollars on infrastructure investments points not to increasing demand, but to "desperation in the face of competition."

The US Department of Justice continues to accuse Google of monopolization. The department had even demanded that Google divest its Chrome browser from the market.

News Source: 12punto