A website recently opted out of Google’s AI features to measure their impact on traffic. The site found that AI Overviews and AI Mode were responsible for an estimated 21% of its clicks. Additionally, the site observed a possible lift in clicks from regular listings when AI features were turned off.
Specific Findings
The website conducted a test by disabling Google’s AI features for a period. During this time, it tracked the traffic generated from AI Overviews and AI Mode, which collectively accounted for 21% of its total clicks. The site also noted that disabling these features might have led to an increase in clicks from traditional search listings, though the exact lift was not quantified.
Implications for SEO Practitioners
This study highlights the significant role that AI features now play in driving traffic to websites. For SEO practitioners, understanding the impact of AI Overviews and AI Mode is crucial. These features can either supplement or cannibalize traffic from traditional search listings, making it essential for marketers to monitor their performance and adjust strategies accordingly.
Actionable Step
SEO practitioners should conduct their own tests by temporarily opting out of Google’s AI features to measure the impact on their traffic. This can provide valuable insights into how AI Overviews and AI Mode are affecting their site’s performance and help them make informed decisions about their SEO strategies.
