Publishers brace for “Google zero” as AI search tools threaten traffic

Publishers are warning of steep declines in web traffic as Google expands its AI-powered search features, raising fears of what some in the industry call “Google Zero” — a future where referrals from the search engine all but disappear.

In July, Google rolled out its latest AI tools in the UK, following their launch in the US. The new “AI Mode,” which provides detailed answers at the top of search results, builds on the existing AI Overviews that summarise information without users needing to click through, the Financial Times writes. 

“Like everyone, we have definitely felt the impact of AI Overviews,” said Sean Cornwell, chief executive of Immediate Media, publisher of Radio Times and Good Food. “It’s only heading in one direction, and we’ve got to assume that the drop-offs are going to be pretty stark at some point in the next few years.”

A May report by Enders Analysis and the Professional Publishers Association found that media groups were “losing visibility and value as their content is used but not rewarded,” with about half reporting a decline in search traffic. Four in five consumers were relying on “zero-click search results” in at least 40 per cent of their searches.

Neil Vogel, chief executive of People Inc — formerly Dotdash Meredith — said Google referrals had already fallen from 65 per cent to near 30 per cent of traffic over the past five years.

“‘Google Zero’ was the group’s ‘North Star’ strategy,” he said. “Our journalism was ‘by people, for people, we’re not synthesised, and we’re not artificial.’”

Sajeeda Merali, chief executive of the PPA, said UK publishers were also seeing declines after AI Overviews launched.

“Given the tool is offering fewer links, I think that can only be a bad thing [for publishers]. AI Mode is just an extension of the problem.”

Jason Kint of Digital Content Next said that for publishers, the impact means “fewer readers, ad impressions, and subscription conversions.”

Google disputes the claims. Liz Reid, head of Google Search, said organic clicks from Search remained “relatively stable year-over-year,” with “higher quality” traffic. “While overall traffic to sites is relatively stable, the web is vast, and user trends are shifting traffic to different sites, resulting in decreased traffic to some sites and increased traffic to others,” she said. Google also insisted it directs “billions of clicks to websites daily.”

Publishers, meanwhile, are moving to diversify. Piers North, chief executive of Reach, which owns the Mirror and Express, said the goal was to reduce dependency on Google through “a diverse ecosystem of referrers” and direct audiences.

Cornwell of Immediate Media said the company was focusing on digital subscriptions, events, and building its writers into “trusted brands.” He added that while evergreen content such as “how to boil an egg” is easily covered by AI, “newsy” content like that of Radio Times is less affected.

Henry Faure Walker, chief executive of Newsquest, said local news was more resilient but noted, “The group was still nervous about the future as AI tools improve. The key is to drive direct traffic.”

Vogel of People Inc struck an optimistic note: “We have made it up with 1,000 different things — in terms of audience we are fine. I really like our chances. I like us in a post-Google world. If, as a publisher, you’re just figuring this out, you’re dead. You’re cooked.”

By Sabina Mammadli