Google pushes back on traffic decline claims, says AI in search boosting 'quality clicks'

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Google has challenged claims that its aggregate traffic is on the decline by insisting this is not the case, rather the incorporation of AI Overview has increased the numbers of "quality clicks."

In a recent statement, the tech giant said total organic click volume from Google Search has remained "relatively stable year-over-year," and that the average click quality has actually increased. 

The statement follows a wave of third-party reports claiming that traffic to websites via Google Search has sharply dropped, allegedly due to the rise of generative AI answers replacing clickable links.

Google countered these reports, stating they are "often based on flawed methodologies, isolated examples, or traffic changes that occurred prior to the roll out of AI features in Search."

While the company did not share specific traffic figures, it claimed that people are searching more than ever, asking longer, more complex queries thanks to new AI features like AI Overviews and AI Mode. These features, Google said, are resulting in more visible links on search pages — and more opportunities for users to click.

"For many types of questions, people continue to click through, as they want to dig deeper into a topic," Google Search head Liz Ried said. "These clicks are more valuable," she said, adding, users are increasingly seeking authentic voices, in-depth reviews, and unique perspectives.

Reid also emphasised that it still sends billions of clicks to websites every day, and that it builds AI in Search to "highlight the web" — not replace it. 

AI-generated answers now prominently cite sources, feature inline attributions, and respect open web protocols, she said.