A significant shift is reshaping online traffic patterns as Google’s artificial intelligence initiatives gain traction. Analysis from Similarweb reveals a decline in click-through rates for numerous online platforms over recent months, attributable to answers and information being presented directly within Google’s search results.
The impact is being felt unevenly across regions. In the United States, some websites have reportedly experienced a 50% reduction in traffic, while in Europe, the decreases have been comparatively smaller. Sectors particularly affected include health and travel portals, news outlets and knowledge platforms like Stack Overflow, which cites a dramatic drop in user activity. The downturn for these sites isn’t limited to advertising revenue; the creation of new content is also slowing.
Conversely, some German retailers are observing an increase in Google-driven traffic. Media Markt, for example, has seen a boost in visits, with the company suggesting that Google’s AI-powered summaries are bringing users with a more defined purchase intent – moving beyond casual browsing. Other companies, such as Otto and Zalando, are responding by strengthening their own app offerings and customer loyalty programs as an alternative to relying on search engine traffic.