In a recent interview, Google CEO Sundar Pichai discussed the company’s implementation of AI in search results and addressed concerns from publishers and website owners about its potential impact on web traffic.
Background On AI In Google Search
Google has been gradually incorporating AI-generated overviews and summaries into its search results.
These AI overviews aim to provide users with quick answers and context upfront on the search page. However, publishers fear this could dramatically reduce website click-through rates.
Pichai Claims AI Drives Traffic
Despite concerns, Pichai maintained an optimistic outlook on how AI will affect the web ecosystem in the long run.
He tells The Verge:
“I remain optimistic. Empirically, what we are seeing throughout these years is that human curiosity is boundless.”
The Google CEO claimed that the company’s internal data shows increased user engagement with AI overviews, including higher click-through rates on links within these previews compared to regular search results.
Pichai stated:
“When you give the context, it also exposes people to various branching off, jumping off, points, and so they engage more. So, actually, this is what drives growth over time.”
Unfortunately, Picahi didn’t provide specific metrics to support this assertion.
Related: Google Won’t Commit To AI Search Traffic Data In Search Console
Balancing User Experience & Publisher Interests
Pichai claims that Google is attempting to balance meeting user expectations and sending website traffic, stating:
“I look at our journey, even the last year through the Search Generative Experience, and I constantly found us prioritizing approaches that would send more traffic while meeting user expectations.
… what’s positively surprising us is that people engage more, and that will lead to more growth over time for high-quality content.”
When pressed on anecdotal evidence of some websites losing significant traffic, Pichai cautioned against drawing broad conclusions from individual cases.
He argued that Google has provided more traffic to the web ecosystem over the past decade.
Pichai believes the sites losing traffic are the “aggregators in the middle.”
He stated:
“From our standpoint, when I look historically, even over the past decade, we have provided more traffic to the ecosystem, and we’ve driven that growth.
Ironically, there are times when we have made changes to actually send more traffic to the smaller sites. Some of those sites that complain a lot are the aggregators in the middle.
So should the traffic go to the restaurant that has created a website with their menus and stuff or people writing about these restaurants? These are deep questions. I’m not saying there’s a right answer.”
Takeaways For Website Owners & SEO Professionals
For those in the SEO community, Pichai’s comments offer insight into Google’s strategy and perspective but should be viewed with a degree of skepticism.
While the CEO painted a rosy picture of AI’s impact, concrete data was lacking to support his claims. Website owners must monitor their analytics closely to assess the real-world effects of AI overviews on their traffic.
As Google continues to roll out AI features in search, the dust is far from settled on this issue.
Pichai’s optimism aside, the true impact of AI on the web ecosystem remains to be seen. For now, publishers and SEOs must stay vigilant, adaptable, and vocal about their concerns in this rapidly shifting landscape.
Featured Image: Muhammad Alimaki/Shutterstock
