The ongoing decline in Google search traffic has sparked significant discussion among industry experts, who assert that while traffic from the search engine is diminishing, it is not entirely dead. According to Carly Steven, the director of SEO and editorial e-commerce at the Daily Mail, the impact of Google’s AI Overviews on traffic has not been as severe as some predicted.
In a recent statement, Steven highlighted that the frequency of AI Overviews appearing in search results has plateaued. “Across the keywords we track, AIO visibility has actually plateaued—around 12% of non-brand terms on mobile in the UK and 19% in the US,” she noted. This data indicates a slight decrease from earlier this year, suggesting that while the presence of AI Overviews affects clickthrough rates, it has not drastically altered the landscape.
More than half of the Daily Mail’s users access the website directly, and the majority of search traffic stems from branded inquiries, such as “Mail Meghan Markle.” Steven emphasized that celebrity queries tend to trigger AI Overviews, which continue to represent strong opportunities for publishers.
Traffic Trends and Industry Insights
Recent data from Press Gazette indicated a global decline in Google search traffic to publishers by a third as of November 2025. This decline was more pronounced in the US, with a 38% drop compared to 17% in Europe. Despite these figures, Steven pointed out that the trend of zero-click behavior predates AI Overviews, as Google’s results pages have long been cluttered with features like snippets and knowledge panels.
Stuart Forrest, global SEO director at Bauer Media Group, echoed these sentiments. He noted that while AI Overviews can reduce clickthrough rates by approximately 35%, they only appear in about 30% of searches. “We have reached some level of normality, which is encouraging,” Forrest stated, adding that the impact of these overviews varies across content types.
For Bauer, which publishes numerous motoring magazines, the decline has been particularly evident in traffic related to car specifications, which is information that AI Overviews can easily summarize. “We publish specifications data across tens of thousands of different makes and models… that data is not proprietary,” Forrest explained. The impact on such straightforward queries raises concerns about the sustainability of traffic for publishers relying on factual information.
Forrest also noted that certain content types, such as service journalism, experience higher traffic loss from AI Overviews. “Where facts are less debatable, we typically see a higher loss of traffic,” he said. Conversely, content that involves more subjective opinions tends to fare better, suggesting a nuanced landscape for publishers navigating these changes.
Adapting to the Evolving Landscape
Harry Clarkson-Bennett, SEO director at The Telegraph, described the current situation as a “managed decline.” He stressed the need to continue investing in Google search, as it remains a vital channel for traffic generation. Clarkson-Bennett observed that AI Overviews have increased in frequency for top search keywords but have not significantly impacted overall traffic.
The Telegraph has experienced relatively stable traffic, attributed to its subscription model, which provides a safety net against AI Overviews. Clarkson-Bennett expressed that subscription publishers are less likely to lose audiences to summary content and suggested that this shift may encourage publishers to reevaluate their content strategies.
Chris Dicker, CEO of Candr Media Group, expressed concerns that AI Overviews further deteriorate publishers’ relationships with Google. He noted that while opinion-based content remains relatively unaffected, evergreen content such as explainers is increasingly at risk. “With zero-click increasing year after year, AI Overviews is just another dagger in the side,” Dicker stated.
As the digital landscape continues to evolve, industry experts advocate for a strategic focus on high-quality content that meets user needs. Steven from the Daily Mail concluded, “Search isn’t dead; it is fragmenting. Queries can start beyond traditional search engines, and platforms increasingly influence each other.” The challenge for publishers lies in adapting their strategies to thrive in this changing environment, where quality content is paramount.
This ongoing dialogue around Google’s traffic dynamics underscores the necessity for publishers to remain agile and responsive to the evolving search landscape, ensuring that they continue to deliver value to their audiences amidst the shifting tides of digital engagement.
