Google search boss says AI isn’t killing search clicks

In a recent blog post, Liz Reid, the head of Google Search, addresses concerns that the company's focus on AI technology is negatively impacting web traffic. Reid asserts that contrary to popular belief, the number of clicks is not decreasing; rather, AI is enhancing search activity across the platform. Despite her optimistic assertions, Reid's post lacks concrete data to substantiate these claims. This comes in light of a recent analysis by the Pew Research Center, which indicated that AI-driven search features could be leading to lower click-through rates. Google has contested the study's conclusions and methodology, and Reid's blog serves to clarify the company's position. Reid emphasizes that Google is not sending fewer clicks to external websites. She states that the "total organic click volume" has remained "relatively stable year-over-year," suggesting that the company still enjoys robust search activity. Additionally, Google’s internal data indicates an increase in search volume, which Reid identifies as a crucial metric for the company. The blog also highlights the vastness of the internet, noting that fluctuations in trends are commonplace. Reid compares the AI Overviews to previous features like the Knowledge Graph and sports scores, which also did not diminish click rates. Furthermore, Google reports an increase in the quality of clicks, suggesting users are more engaged with the links they select, as evidenced by lower bounce rates. While Reid outlines these trends, she stops short of providing specific numbers, which diminishes the strength of her argument. She mentions that search users are increasingly seeking "authentic voices and first-hand perspectives," hinting at a shift toward platforms like Reddit. Notably, Google partnered with Reddit in early 2024 to leverage its array of authentic content for AI training, and this partnership has likely influenced the prominence of Reddit links in search results in recent months.