Google’s Liz Reid addressed the concern of declining organic traffic by stating that overall click volume from Google Search to websites has been relatively stable year-over-year. However, Reid pointed out that search behavior is changing with the rise of AI Overviews, leading to an increase in quality clicks.
According to Reid, average click quality has increased as users are more likely to engage with websites that provide valuable and relevant information. With AI Overviews, people are searching for more complex questions and seeing more links on the page, resulting in opportunities for websites to surface and get clicked.
Reid also stated that Google is sending slightly more quality clicks to websites than a year ago, indicating that users are seeking out authentic voices, unique perspectives, and thoughtful analysis. However, some experts have questioned Google’s methodology, citing “flawed methodologies” and “isolated examples.”
Google has been expanding its AI capabilities, including the launch of AI Mode over the past year, which has grown in popularity. Reid attributed the increase in quality clicks to this shift, stating that AI responses provide a lay of the land but users click through to dive deeper and learn more.
Despite Google’s claims, some experts have expressed skepticism about the company’s methodology, citing potential biases and limitations in their analysis. However, Google remains confident in its approach, emphasizing the importance of its value exchange with the web ecosystem and the vast opportunities that AI will bring.
In a post on LinkedIn, Google President Debbie Kostin summarized Reid’s statement, highlighting the stability of organic traffic, increased click quality, and growth of AI experiences.
Source: https://www.seroundtable.com