As people switch from Google searches to checking AI search summaries or influencer content, web traffic may have reached the beginning of its end…
A few years ago, if someone needed to find out the latest news or find a recipe for particular dish or get a list of movie recommendations or places to visit during a long weekend, they would turn to Google (or their preferred search engine) and type out the relevant keywords.
Now, however, most people turn to Instagram or TikTok or YouTube or go directly to the account of their favourite travel or food influencer. In the off chance that they do a Google search, it is limited to reading the AI search summary at the top, the condensed version that is generated by artificial intelligence.
To put it in Genz lingo, we’re in the tl;dr (too long, didn’t read) era now!
The End of the Web Traffic Era
Because of the AI-powered summaries and chatbots, web traffic is at an all-time low. Web traffic used to be the bread and butter for several news agencies and media organisations. People would conduct a google search and click on the relevant link and access the particular website. Now, thanks to AI summaries, all the information is available then and there which negates the need to click on the link thereby resulting in loss of traffic, readership and revenue.
According to a report from the Reuters Institute for the Study of Journalism (RISJ), the referral traffic that sustained news publications and websites is expected to “plummet over the next three years” as AI changes the way people search and consumer information.
What’s Causing the Decline?
There are two main reasons for the shift in behaviour: AI Search Summaries and AI Chatbots.
Features like Google’s AI Overview distills the relevant information and posts it right on top of the search results which means the user does not have to click through the original article to get the gist of the matter anymore. These ready-made answers filter through multiple links before presenting the important information upfront.
LLM chatbots like ChatGPT, Gemini and Grok are also providing answers directly in their interface. Instead of scrolling through multiple links, users can get their desired information directly in their interface. They can further refine the searches by adding another prompt which means there is absolutely no need to go to the original website anymore.
The numbers are alarming. According to a Chartbeat research, Google search traffic to news sites has dropped 33% across the world. In the US alone, this number rises to 38%.
How Publishers are Reimagining the Content Model
With their readership and revenue seriously affected and the numbers only expected to decline in the coming years, media executives are rethinking their strategies. According to the aforementioned Reuters Institute report, publishers are asking their editorial teams and journalists to adopt strategies like content creators. Instead of reporting news like earlier, they want their staff to generate bite-sized consumable content like short clips and video stories.
The focus has shifted to channels like YouTube and TikTok. Some publications are collaborating directly with content creators and influencers are most of the younger audience prefer their content.
Some publications have tried blocking AI crawlers on their websites but that will only reduce their overall traffic in the long run.
Risks & Regulations of AI Content
While it is easier to consumer, AI generated content is not always accurate or verified. As the summaries are never double checked or cross referenced, answers for sensitive topics like health and finance might be inaccurate.
They also disregard digital service laws as the original content creators are seldom compensated for the summaries that are generated from their content.
Nic Newman, a senior research associate at RISJ, believes the “traffic era” for online publishers is coming to an end.
“It is not clear what comes next. Publishers fear that AI chatbots are creating a new convenient way of accessing information that could leave news brands and journalists out in the cold. But tech platforms do not hold all the cards. Reliable news, expert analysis and points of view remain important both to individuals and to society, particularly in uncertain times. Great storytelling and a human touch are going to be hard for AI to replicate.”
The Last Word
As the internet continues to evolve, the old model of discovery – using Google searches – is dying a slow death. The younger generation has already moved on to faster, easier modes of discovery and the publications are also slowly following suit to cater to these demands.
So, while the end of the traffic era might be at hand, how publishers and regulators eventually respond and what comes next remains to be seen.
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