In response to concerns that the AI feature in Google Search could reduce traffic to websites, Google has responded and affirmed that the quality of clicks is improving.
This statement came after a survey by the Pew Center (USA) showed that users clicked less on the link when they were shown the AI Overview created by Google.
According to Google, recent reports reflecting the decline in traffic are incurate and based on discrimination methods.
Although Google acknowledged that search habits are changing, causing some pages to lose traffic, Google said that pages that know how to adapt are benefiting. The total number of search clicks is still stable and the quality of clicks is higher than last year, said Ms. Liz Reid, Vice President and Head of Google Search.
The concept of "quality click" is defined by Google as an access that users are really interested in, not immediately logged out.
In the context of AI being able to provide quick answers to simple queries, users can only click when they want to explore deeper, do research thoroughly or buy.
Features like AI Overview and AI mode are redistribution of traffic between pages. According to Google, pages with realistic and diverse content ( video, podcast, analysis article...) are attracting attention. Users are also increasingly prioritizing personal, independent forums and articles.
A report from Similarweb reinforced this view: "As of June 2025, the number of recommendations from AI platforms to 1,000 leading websites globally has increased by 357% compared to the same period last year. However, most of this traffic still comes from ChatGPT (accounting for 80%), not Google."
While publishers are still concerned, Google announced that it will continue to support quality content and maintain a diverse and efficient search experience for users. However, the company has not released detailed data to support its statements.
