Publishers Find Minimal Traffic Impact of Google AI Overviews, Reports Indicate
The introduction of Google AI Overviews has not had a significant impact on the traffic of two large publishers, Dotdash Meredith and Ziff Davis. According to Dotdash Meredith’s Q2 2024 shareholder letter, the rollout of AI Overviews in mid-May has had a negligible impact on their traffic. Referrals from Google search queries account for less than half of their traffic, and AI-generated answers are being served on roughly 15% of searches in categories such as Health, Technology, and Finance. However, it is still early to draw definitive conclusions as products change quickly.
Ziff Davis CEO Vivek Shah also shared similar sentiments during the company’s earnings call. He mentioned that the analysis they conducted in Q3 of 2023 showed that AI Overviews appeared in only 8% of queries, meaning that 92% of the time, the search engine results page did not include an AI Overview. Shah stated that they do not view AI Overviews as a significant change to the search experience at this point.
However, it is important to note that the rollout of Google AI Overviews has been limited and volatile. BrightEdge research reveals that AI Overviews appeared in 7% of queries as of the end of July, with a peak of 15% in May. While Ziff Davis may not see AI Overviews as a significant change, it is crucial to consider that Google has expressed that search is evolving towards AI Overviews.
The introduction of AI Overviews and the broader impact of generative AI on search have caused anxiety for SEOs, publishers, and content creators. These reports provide valuable insight into how publishers are being affected during the early stages of AI Overviews. Although these reports form a line rather than a trend, it highlights the ongoing transformation of search and the continued influence of AI in the next decade.
In conclusion, the reports from Dotdash Meredith and Ziff Davis indicate that Google AI Overviews have not significantly impacted the traffic of these publishers. However, it is still too early to determine the long-term effects of AI Overviews as the rollout has been limited and volatile. The introduction of generative AI in search is reshaping the industry, and publishers and content creators should stay informed and adapt to these changes.
