Google Defends AI Overviews: Claims Stable Clicks Amidst Industry Skepticism

Google is pushing back against widespread industry concerns regarding the impact of its AI Overviews on website traffic, asserting that overall organic click volume remains “relatively stable year-over-year.” In a recent blog post, Liz Reid, Google’s Head of Search, stated that despite various third-party studies suggesting declines, Google is in fact “sending slightly more quality clicks to websites than a year ago.”

This claim, however, has been met with skepticism from search marketing experts. Critics question Google’s methodology, particularly the “year-over-year” comparison, given that AI Overviews launched over a year ago in the US and have expanded significantly since. Concerns are also raised about Google’s lack of specific data to support its claims, with no detailed charts or direct Search Console data provided to the public.

Google maintains that third-party reports are often based on “flawed methodologies” or “isolated examples.” The company explains that while overall traffic is stable, user behavior is evolving. According to Google, AI Overviews encourage more complex queries and present more links, leading to increased opportunities for websites. For quick answers, users might be satisfied with the AI overview, but for deeper insights or purchases, they continue to click through, resulting in higher-quality clicks.

A significant point of contention remains the absence of specific AI Overview data within Google Search Console. Despite AI Overviews moving beyond beta, Google continues to lump this data with normal web traffic, preventing webmasters from independently analyzing its impact—a move that has frustrated many in the SEO community.

The company concludes by reaffirming its commitment to the web ecosystem, stating that AI will be an “expansionary moment” for the web, empowering users and creators alike. Nevertheless, the debate continues across social media and industry forums, with many experts expressing doubt over Google’s narrative, labeling it as “gaslighting” or “spin” in light of their own observed traffic trends.

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