Google Discover Leads News Traffic as Traditional Search Usage Drops

In a significant shift in the online publishing landscape, the emergence of Google Discover and its accompanying AI features are reshaping the flow of news traffic, leading to a noticeable decline in traditional search usage and fundamentally altering how publishers engage with their audiences.

Short Summary:

• Traffic from Google Discover has become a primary source for news outlets, overshadowing traditional search methods.
• AI-generated features by Google, such as AI Overviews, are decreasing the click-through rates significantly for many publishers.
• The changes in user behavior and Google’s algorithm adjustments necessitate a reevaluation of SEO strategies among content creators.

The realm of online information dissemination is undergoing dramatic changes, primarily driven by Google’s innovative AI features such as Google Discover and the newly introduced AI Overviews. As many traditional sources of news traffic witness significant declines, digital publishers scramble to adapt to the evolving landscape. The crux of the issue lies in the noticeable downturn in click-through rates (CTR), which a plethora of sources indicate could explain the steep drops reported in search referral rates. For example, renowned publishing platforms like Mail Online have reported a staggering 56% decrease in CTR when AI Overviews were factored into the equation, along with various other industries facing similar predicaments.

Google’s AI Overviews, which succinctly summarize topics from multiple sources, have arisen as a double-edged sword for news outlets. While purporting to enhance user experience by providing immediate answers, they often diminish the traffic that would have traditionally flowed to external sites, creating a precarious situation for many publishers who rely on ad revenue derived from website visits. As

“Google is changing from a search engine to an answer engine,”

claims Nicholas Thompson, CEO of The Atlantic, the ongoing transformation indicates a need for publishers to rethink their strategies significantly.

This shift is not just theoretical; it has devastating real-world implications. Reports suggest that news organizations like HuffPost and the Washington Post have seen drops in organic search traffic exceeding 50% over recent years, with HuffPost announcing staff layoffs attributable to these “extreme traffic declines.” Further complicating the situation, a report from Similarweb highlights a stark reality: between April 2022 and April 2025, search traffic to popular websites plummeted by an average of 55%.

Conversely, some publishers are adopting a glass-half-full perspective. According to a recent analysis by Datos/SparkToro, around 23.6% of websites reporting a reduction in organic search clicks still managed to enhance their conversion rates during the first quarter of 2025, showcasing that a decline in traffic does not always translate into a deterioration of revenue outcomes. A closer inspection reveals that users engaging with the current, more curated format prefer quality interactions, leading to optimized conversion metrics over sheer website traffic volume.

Understanding the Role of AI Overviews

As the landscape shifts, it’s essential for webmasters to grasp what AI Overviews represent. These summaries, crafted from Google’s expansive language model, are increasingly visible at the forefront of search results, claiming the spotlight once occupied by organic links. The idea is straightforward: deliver straightforward answers, allowing users to bypass the typical process of visiting a website. A report from BrightEdge indicates that AI Overviews now hover over 35% of all U.S. Google desktop searches, indicating their growing prevalence.

The problem arises when this model begins to sap users’ motivation to click through to original content.

“If Google is going to show an answer, make sure it’s your answer,”

emphasizes Chris Lottman, Director of Online Services at Whistler Billboards. This statement encapsulates the urgency for publishers to position their content to fit within the parameters laid out by Google’s algorithms. The efficacy of AI Overviews has drawn criticism not merely based on traffic—which many have argued diminishes the viability of existing revenue models—but on the echoes they send through the structures of SEO and content creation.

The Evolving Nature of User Behavior

The declining rates of website visits leave many to ponder: how can publishers pivot in an environment that seems intrinsically hostile to their traditional approaches? An encouraging insight is that, despite diminished overall clicks, user behavior is evolving. According to reports, high-intent traffic is showing increased conversions, with some e-commerce sites reporting upticks in revenue and order values. The dynamic can be attributed to a narrowing of the funnel, where users are more selective and informed before completing purchases.

This behavioral shift indicates that while traditional traffic is waning, the audience that remains may be more engaged and ready to convert, presenting an essential avenue for growth. By reevaluating their definitions of success and embracing the changes brought about by Google’s AI initiatives, publishers can refocus their strategies towards sustaining user engagement amid adversity.

Adapting SEO Strategies to New Realities

Moving forward requires an agile adaptation of strategies to navigate the treacherous waters of SEO amidst AI intervention. This evolution mandates a focus on not only optimizing content for Google’s AI formats but also encapsulating broader marketing strategies that extend beyond conventional search engines.

• Optimize for AI Summaries: Work towards ensuring your content is featured in AI Overviews. Utilize schema markup and position impactful answers in a concise format.
• Engage Users Beyond the Search: Forge deeper connections through newsletters, social media, and direct marketing to attract users away from Google’s grasps.
• Craft In-Depth Content: While AI Overviews provide quick responses, go beyond by creating informed and comprehensive analysis that resonates with your target demographic.

Publishing entities need to track varied interactions and observe nuanced behavioral patterns, honing in on metrics beyond mere click counts. SEO strategies are now a complex web of understanding what brings value, where true engagement lies, and how to cultivate a target audience that is loyal and invested. In the long term, establishing a loyal readership through valuable content creation will combat the challenges posed by Google’s burgeoning AI influence.

Revenue Models in Flux

The introduction of AI Overviews has spurred a reconsideration of revenue models across the industry. As the reliance on traditional ad revenue dwindles, innovative publisher solutions emerge, such as creating proprietary content and subscription models. Publishers like the Washington Post are already experimenting with strategies that include forming partnerships with AI companies to ensure their material finds a home in AI-generated summaries, thus maintaining visibility and relevance.

Yet, the road ahead remains fraught with uncertainties. Google’s parent company, Alphabet, reported record revenues of $96.4 billion in the last quarter of 2024, largely attributable to advertising, which includes revenue generated from AI Overviews themselves. This underscores a sobering reality: while some publishers suffer, others innovate and thrive by embracing the changes as opportunities for fresh models of engagement – all while dealing with the overarching reality that

“Google still sees itself as the gatekeeper to the internet,”

as noted by many in the industry.

Back to the Drawing Board

Digital publishers must take this moment of transformation seriously, rethinking their strategies while preserving their identity and audience engagement methods. Adopting tools powered by AI, like those provided by Autoblogging.ai, can assist in generating SEO-optimized content that rises above the noise created by AI-driven summaries. An adaptable, omnichannel approach will ensure that the value retained during the transition is not lost but transformed into something meaningful.

Finally, in a world rapidly transitioning towards AI-mediated solutions, the challenge for publishers lies not in the fight against the tide but in crafting new pathways that lead readers to engage with their content, even when traditional measures of visibility and traffic lessen. This paradigm shift redefines what effective content creation looks like in the modern era, and while the challenges are undeniable, they also hold the potential for discovering innovative and more sustainable business models going forward.