How Google’s AI is Decimating News Website Traffic?

Google’s introduction of AI Overviews last year has fundamentally transformed how users interact with search results, presenting succinct summaries at the top of the page. This revolutionary shift has diminished the necessity for users to click on links, leading to a dramatic decline in traffic for news websites, as highlighted by a Wall Street Journal report.

According to data from Similarweb, renowned news outlets like the Washington Post have faced a staggering loss of traffic over the past three years, plummeting by over 50% on mobile devices. In response to such challenges, Business Insider recently laid off about 21% of its workforce. 

CEO Barbara Peng underscored that these difficult measures were essential for the company to navigate an unprecedented drop in web traffic, driven largely by factors beyond their control. Similarweb’s findings reveal that organic search traffic for the publication fell by a jaw-dropping 55% between April 2022 and April 2023.

The ramifications extend well beyond news websites; Google’s AI Overviews are also affecting other crucial content areas such as travel guides, health information, and product reviews. “Google is evolving from a search engine into an answer engine,” stated a leading industry expert in a recent interview with The Wall Street Journal. 

This evolution necessitates a complete reevaluation of strategies by content creators and businesses alike. William Lewis, CEO and publisher of The Washington Post, has raised red flags regarding the rise of click-free answers, labeling it a “serious threat to journalism” that should not be overlooked. 

As the former CEO of Dow Jones, Lewis emphasized the urgent need for the Post to connect with untapped audiences, diversify its revenue streams, and swiftly adapt to the harsh realities of a “post-search era.”

With the recent launch of AI Mode in the US, designed to compete with services like ChatGPT, the situation is expected to escalate even further. This innovative feature delivers responses in a conversational chatbot format, significantly reducing the number of outbound links available to users. 

As search, once a vital traffic driver for news sites, continues to wane, Generative AI is fundamentally reshaping how we access information online. The time for adaptation is now—failure to act could spell disaster for traditional journalism and online content.