Google's introduction of AI-generated summaries, called AI Overviews, is causing a significant drop in click-through rates to original websites. Although search impressions increased by 49%, actual website clicks fell by 30%, according to BrightEdge. Surveys show that users are less likely to visit source sites when AI Overviews are present, with major categories like travel, news, and e-commerce reporting declines in search referral traffic. This shift reflects a troubling trend for web publishers that rely on search referrals, highlighting an imbalance in the search ecosystem favoring Google.
Google's AI Overviews are leading to increased search impressions but a significant drop in click-through rates to source websites, harming the ecosystem that relies on referrals.
Despite more search impressions, actual clicks to websites have plummeted, indicating a detrimental shift towards AI reliance at the expense of traditional web publishers.
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