Google AI Search is reshaping the landscape of online publishing traffic

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The Verge reviews how Google AI Search features are impacting the online publishing industry: The launch of AI Overviews in 2024 and AI Mode in May 2025 have caused a significant drop in traffic publishers receive from Google. DMG Media reports that click-through rates fell by as much as 89% between June and July 2025, while Pew Research found users are less likely to click links after seeing an AI Overview.

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AI search is changing clicks. How should a site separate indexing, visibility and visits?

A collected summary reports the effect of Google AI search on publisher traffic. Follow the same set of pages through indexing, impressions, clicks and actions after arrival, rather than applying another publisher's decline to your own site.

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