AI overviews contributing to significant drops in web traffic
The digital landscape is undergoing a significant transformation due to Google's introduction of AI Overviews—a feature that provides AI-generated summaries directly within the search results. While intended to streamline user experience by delivering quick answers, this development has profound implications for web traffic, especially for independent publishers and content creators. 98% of all adults in Ireland looking for information on the internet have used Google in the past 24 hours showing the significance of have a strong SEO strategy (Republic of Ireland TGI, 2024).
Impact on Web Traffic
Independent publishers have reported substantial declines in web traffic following the rollout of AI Overviews. For instance, a group of 20 content creators experienced a drop from an average of 17.2 million monthly visitors in August 2022 to 3.6 million by January 2025. This trend is particularly evident across sectors like fashion, lifestyle, travel, DIY, home design, and cooking, with the travel industry facing the most significant impacts. The core issue lies in AI Overviews utilising content from various sources to generate summaries, reducing the need for users to visit original websites. This development challenges the traditional model where publishers rely on search engine referrals for traffic and advertising revenue.
To navigate this evolving digital environment, businesses should consider the following strategies:
Develop High-Quality, Informative Content: Focus on creating comprehensive and valuable content that addresses user needs. Quality content is more likely to be featured in AI summaries, enhancing visibility within search results.
Target Long-Tail Keywords: Optimize for specific, less competitive long-tail keywords. These keywords often have lower search volumes but can attract highly relevant traffic, increasing the chances of appearing in AI-generated summaries.
Diversify Traffic Sources: Relying solely on search engine traffic is becoming increasingly risky. Explore alternative channels such as social media, email marketing, and direct engagement to build a more resilient traffic strategy.
Monitor and Adapt to Algorithm Changes: Stay informed about updates to search engine algorithms and features like AI Overviews. Regularly analyse traffic patterns and adjust SEO strategies accordingly to maintain and grow web traffic.
Foster Direct Relationships with Audiences: Encourage users to subscribe to newsletters or follow your brand on social platforms. Building a direct relationship can mitigate the impact of search engine algorithm changes on your traffic.
Source: WARC, 2025
