After a year of Google's AI Overview impact, a BrightEdge study reveals mixed results: while user impressions surged by 49% due to this AI feature, third-party websites have seen a notable decline in click-through rates, dropping nearly 30%. The AI Overview has become prevalent in more search queries, yet the benefits for publishers and creators are not aligning with the increase in usage. This presents a dichotomy within the search results ecosystem, highlighting a growing challenge for marketers as Google maintains its dominance without delivering traffic benefits to external content.
At the time, Google's Vice President of Search, Liz Reid, proclaimed that AI Overview links would deliver more clicks and "valuable traffic to publishers and creators."
The not-so-stellar news is that third-party websites aren't necessarily benefiting from the traffic.
Big picture, people are engaging with the search engines a lot more, with Google specifically, but the number of clicks you can get... is harder to get from the search engine.
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