A significant shift is underway in online traffic patterns as Google’s recent artificial intelligence initiatives reshape user behavior. Data analysis from Similarweb reveals a decline in click-through rates for numerous online platforms over recent months, attributed to answers and information now being directly provided within Google’s search results.
The impact is being felt unevenly across geographies. In the United States, some websites have experienced traffic losses exceeding 50%, while Europe has seen comparatively smaller reductions so far. Particularly affected are websites focused on health, travel, news and knowledge-sharing platforms. The consequences extend beyond diminished advertising revenue, with a reported slowdown in the creation of fresh content. The developer forum Stack Overflow has notably highlighted a substantial decrease in user activity.
However, the changes have created opportunities for some businesses. Certain German retailers, such as Media Markt, are reporting increases in Google-driven traffic. The company believes users are arriving with a more defined purchase intention, rather than seeking general inspiration, since the introduction of Google’s AI-powered summaries. Retailers Otto and Zalando are strategically bolstering their own app usage and customer loyalty programs to complement their online presence and potentially mitigate the impact of changing search traffic.
