The article discusses the impact of AI tools like Google AI Overviews and ChatGPT on publishers' web traffic and content engagement. According to a report by Tollbit, AI-driven bots refer less traffic to publishersâabout 95.7% less than traditional Google searches. Despite a gradual increase in AI Overviews appearing in search results, they still underperform in generating referrals. The study highlights that certain industries like science and health see the most significant growth due to the reliable content these tools provide, raising concerns among publishers about the dilution of traditional search traffic.
AI bots are driving dramatically less traffic to publishers than traditional Google search - 95.7% less on average, according to a report published in February by Tollbit.
While AI search engines refer users back to publishers 0.74% of the time per content scrape, they still generate 91% fewer referrals than the average clickthrough from Google search results.
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