Google continues to adapt its search engine, focusing on delivering direct answers to user queries while facing scrutiny about its impact on website traffic. The tech behemoth recently released some pretty cool new features, like their “AI Overviews.” These smart features bring them AI-generated replies instantly, summarizing search results in a way that improves value, engagement, and ease of discovery. This effort comes at a pivotal moment, as more and more users are looking for an answer without having to click to another site.
Ever since Google changed its search engine into an answer machine, they have been pushing the motto of answering directly on the search engine results page. The “AI Overviews” feature quickly became a central pillar of our overall strategy. Predominantly showcased at the top of search results pages, it’s the answer to users’ questions, right there. According to Liz Reid, Google’s Vice President and Head of Search, “with AI Overviews, people are seeing more links on the page than before.” That means that even with worries over traffic diversion, the platform is doing a tremendous job of improving access to key resources.
In 2020, Google made its Shopping listings free for merchants, a decision aimed at boosting retailer engagement and consumer choice. The company has continuously sought to develop compelling features for both consumers and retailers, particularly in Google Shopping, to maintain its competitive edge. A study from Similarweb highlighted a notable trend: the percentage of news searches resulting in zero clicks to news websites rose from 56% to 69% by May 2025. This statistic begs the question: how effective is traditional web traffic as a metric in today’s digital landscape?
Google’s ultimate ambition is still to serve answers directly on the search results page. The introduction of AI-generated content is really the culmination of their larger plan to create a better user experience. In June, Google announced that referrals from its AI features were up by 357% year-on-year, hitting a staggering 1.13 billion. This uptick is an encouraging sign that Google’s AI capabilities are starting to change the way users explore information across the web.
Google even claims that total organic click volume from its search engine to sites outside of Google is “relatively stable” on a yearly basis. Despite these updates, the conversion funnel has not changed considerably. Reid emphasized that “more queries and more links mean more opportunities for websites to surface and get clicked.” She mentioned that the overall click quality has gotten marginally better. This common-sense change has the potential to unlock significant benefits for small business Website Owners.
The increasing role of social media platforms as primary information sources is a wildcard accelerator of that problem, and one made especially challenging for Google. Prabhakar Raghavan, Google’s Chief Technologist and former head of the company’s Knowledge and Information organization, previously acknowledged that platforms like TikTok and Instagram are increasingly capturing the attention of younger users. According to research we’ve conducted with youth, almost 4 in 10 young people don’t use Google Maps or Google Search when looking for lunch places. Whether by accident or design, this trend points to a major development in overall consumer sentiment.
Furthermore, Raghavan noted that “they go to TikTok or Instagram,” illustrating how these platforms have become primary sources of information for many users. This trend underscores the need for Google to continuously innovate and adapt its search features to retain user engagement amid growing competition from social media.
Reid touch on fears heavily reported by third-party groups that traffic would supposedly plummet in the aggregate thanks to Google’s AI-powered features. She stated, “This data is in contrast to third-party reports that inaccurately suggest dramatic declines in aggregate traffic — often based on flawed methodologies, isolated examples, or traffic changes that occurred prior to the rollout of AI features in Search.” Her comments seem to acknowledge that despite what people may think about increasing levels of traffic, the numbers show the opposite.
As Google navigates these complexities, it remains committed to enhancing its search capabilities through innovative technology while addressing user needs. The search engine is always changing. This shift is emblematic of a larger trend in the consumption of information online – providing clear, concise answers up front, while simultaneously routing people to external sites.
