Do Google AI Overviews Really Drive Website Traffic?
Google claims its AI Overviews (AIOs) increase website traffic. However, a data analysis of over 5 billion search queries challenges this claim. This article explores the impact of AIOs on search behavior and website visibility.
Analyzing Google's Traffic Claims
Alphabet CEO Sundar Pichai has stated that AIOs "grow traffic to the ecosystem." This article examines data to verify this claim.
Previous research showed that while users visit Google more with AIOs, they spend less time per visit and don't significantly change their query complexity.
The Impact of AI Overviews on Zero-Click Searches
Data reveals AIOs increase zero-click searches from 72% to 76%. This means users find answers directly on Google, reducing clicks to external websites.
While users clicking through from Google engage more, the increased zero-click rate suggests AIOs may hinder overall website traffic.
Even without AIOs, a significant portion of searches (over 60%) are zero-click. AIOs exacerbate this trend.
Furthermore, searches without AIOs generate twice as many pageviews as those with AIOs. This significantly impacts publishers reliant on ad impressions.
While pageviews from AIO keywords have grown, this increase occurs within a context of reduced overall traffic.
Image Credit: Kevin Indig
Image Credit: Kevin Indig
Image Credit: Kevin Indig
The Verdict on AIOs and Website Traffic
While query length is slightly increasing and clicks from AIOs are high-quality, the rise in zero-click searches contradicts Google's claim of increased website traffic.
Image Credit: Kevin Indig
The data suggests AIOs primarily facilitate quick answers rather than driving significant traffic to the broader web.
Further research, including a usability study, will provide additional insights into the impact of AIOs on search behavior and website optimization.
