{"id":249022,"date":"2025-05-20T12:08:38","date_gmt":"2025-05-20T12:08:38","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/is-googles-ai-overviews-update-really-growing-web-traffic-heres-what-the-data-says\/"},"modified":"2025-05-20T12:08:38","modified_gmt":"2025-05-20T12:08:38","slug":"is-googles-ai-overviews-update-really-growing-web-traffic-heres-what-the-data-says","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=249022","title":{"rendered":"Is Google\u2019s AI Overviews Update Really Growing Web Traffic? Here\u2019s What the Data Says"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span data-contrast=\"auto\">Google\u2019s <\/span><a href=\"https:\/\/www.interodigital.com\/blog\/what-marketers-need-to-know-about-google-search-generative-experience\/\"><span data-contrast=\"none\">AI Overviews<\/span><\/a><span data-contrast=\"auto\"> (AIOs) are being positioned as a step forward in helping users engage more deeply with content on the web. Google CEO Sundar Pichai has publicly stated that these updates are <\/span><a href=\"https:\/\/abc.xyz\/2024-q3-earnings-call\/\"><span data-contrast=\"none\">increasing user activity<\/span><\/a><span data-contrast=\"auto\"> and sending <\/span><a href=\"https:\/\/www.cnbc.com\/2024\/05\/14\/cnbc-exclusive-cnbc-transcript-alphabet-ceo-sundar-pichai-speaks-with-cnbcs-deirdre-bosa-on-closing-bell-overtime-today.html\"><span data-contrast=\"none\">more traffic<\/span><\/a><span data-contrast=\"auto\"> to the broader ecosystem.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But as marketers, SEOs, and digital strategists, we need to move past the headline and ask a more pointed question: <\/span><b><span data-contrast=\"auto\">Is Google <\/span><\/b><b><span data-contrast=\"auto\">actually <\/span><\/b><b><span data-contrast=\"auto\">driving more traffic to our websites or just keeping users on the SERP longer?<\/span><\/b><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span data-contrast=\"auto\">Recent <\/span><a href=\"https:\/\/www.growth-memo.com\/p\/testing-googles-post-aio-traffic\"><span data-contrast=\"none\">analysis from Kevin Indig<\/span><\/a><span data-contrast=\"auto\">, using Similarweb data across <\/span><a href=\"https:\/\/www.growth-memo.com\/p\/do-google-ai-overviews-really-change\"><span data-contrast=\"none\">5 billion search queries<\/span><\/a><span data-contrast=\"auto\">, paints a more nuanced picture:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Zero-click search share increased<\/span><\/b><span data-contrast=\"auto\"> from 71.4% to 76% after the rollout of AIOs.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Searches without AIOs still drive twice as many page views<\/span><\/b><span data-contrast=\"auto\"> as those with AIOs.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">While <\/span><b><span data-contrast=\"auto\">clicks that do happen from AIOs are higher-quality<\/span><\/b><span data-contrast=\"auto\">, overall traffic volume is declining.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span class=\"TextRun SCXW148220760 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW148220760 BCX8\">So<\/span><span class=\"NormalTextRun SCXW148220760 BCX8\"> while Google may be right that user engagement is evolving, the claim that this is resulting in more traffic for site owners <\/span><span class=\"NormalTextRun SCXW148220760 BCX8\">doesn\u2019t<\/span><span class=\"NormalTextRun SCXW148220760 BCX8\"> hold up across the board.<\/span><\/span><span class=\"EOP SCXW148220760 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span data-contrast=\"auto\">Indig\u2019s research found that users may be visiting Google more frequently post-AIO, but they\u2019re spending less time per visit. The behavior aligns with a \u201cquick answer\u201d search pattern: Users ask, Google answers, and the journey ends there.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Even with modest growth in page views from AIO-related queries (up 21.5% between May and November 2024), the broader ecosystem still sees fewer clicks per search. In short: The traffic is more qualified, but it\u2019s also more scarce.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span data-contrast=\"auto\">If your growth strategy hinges on organic search, it\u2019s time to recalibrate. Here are a few considerations:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Branded search is more important than ever.<\/span><\/b><span data-contrast=\"auto\"> Queries that mention your name are less vulnerable to zero-click loss.<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Value-added content wins.<\/span><\/b><span data-contrast=\"auto\"> Interactive tools, in-depth resources, and thought leadership pieces are more likely to earn clicks than generic blog posts.<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Technical SEO and structured data are strategic.<\/span><\/b><span data-contrast=\"auto\"> AIOs rely heavily on data parsing, so schema and authoritative signals (like <\/span><a href=\"https:\/\/www.interodigital.com\/blog\/e-e-a-t-demystified-your-no-nonsense-guide-to-better-rankings\/\"><span data-contrast=\"none\">E-E-A-T<\/span><\/a><span data-contrast=\"auto\">) carry more weight.<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">First-party data matters.<\/span><\/b><span data-contrast=\"auto\"> With fewer guaranteed site visits, collecting and activating the data you do have becomes a must.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<div>\n<div class=\"wpb_wrapper\">\n<p><span data-contrast=\"auto\">AI Overviews may reflect the <\/span><a href=\"https:\/\/www.interodigital.com\/blog\/seo-search-everywhere-optimization\/\"><span data-contrast=\"none\">future of search<\/span><\/a><span data-contrast=\"auto\">, but it\u2019s a future where competition happens on the SERP, not just on your site. Winning in that world means optimizing not just for visibility, but for <\/span><i><span data-contrast=\"auto\">action<\/span><\/i><span data-contrast=\"auto\">. You have to make every click count and every impression intentional.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And as always, the fundamentals remain: Build trust, add value, and create experiences worth clicking into.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Google\u2019s AI Overviews (AIOs) are being positioned as a step forward in helping users engage more deeply with content on the web. Google CEO Sundar Pichai has publicly stated that these updates are increasing user activity and sending more traffic to the broader ecosystem.\u00a0 But as marketers, SEOs, and digital strategists, we need to move [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":249023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[11603,13754,12667,6765,22276,14996,4238,5393],"dealstore":[],"offerexpiration":[],"class_list":["post-249022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-data","tag-googles","tag-growing","tag-heres","tag-overviews","tag-traffic","tag-update","tag-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Google\u2019s AI Overviews Update Really Growing Web Traffic? 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