Google’s AI Feature Leads to Surge in Zero Click Searches
A recent report indicates that the introduction of Google’s AI overview feature has markedly increased the incidence of “zero clicks” in search queries.
As per new data from digital intelligence firms, following the rollout of AI tools in May 2024, the rate of news-related web searches that do not result in clicks spiked to 69%, compared to 56% in the same month last year.
This drop in “click-through rates” has caused overall organic visits to news websites to fall below 1.7 billion, a decline from a peak of over 2.3 billion in mid-2024.
Earlier this week, Simarweb published findings showing that all 37 news domains tracked had seen declines since the AI overview launched.
A Google representative commented on the decrease in traffic, stating that many claims about the search-related traffic are based on incomplete or misleading data. “The new AI experience in search enables users to pose more inquiries and presents fresh opportunities for businesses and content exposure,” said the spokesperson.
The company is currently facing the possibility of a breakup after a judge labeled it a “monopoly,” citing violations of federal antitrust laws to establish its stronghold in the online search market. A decision regarding the case is anticipated next month.
The rise in “zero clicks” sidesteps conventional publishers and illustrates how audiences now access news through AI-generated summaries directly.
This trend disrupts the conventional SEO practices that have historically benefited news publishers, as noted in the Simarweb report.
“The crisis facing news publishers offers few solutions,” the report mentions.
Interestingly, while OpenAI’s ChatGPT has emerged as a more popular news content source, it hasn’t sufficiently countered the steep decline in Google-driven traffic. From January to May 2024, the referral traffic from ChatGPT to news sites rose from just under one million to over 25 million in 2025.
Reports indicate that in categories like stocks, finance, and sports, ChatGPT’s influence is most significant, though interest in politics, economics, and weather is also rising.
Simarweb’s findings suggest that users might be shifting from seeking “reactive information” to engaging with topics through AI, signaling a possible change in news consumption behavior.
Google has recently responded to pressure from the publishing sector by launching a tool known as Offerwall via Google Ad Manager. This service provides publishers with the ability to explore monetization strategies beyond the typical ad-centric models, such as offering micropayments and encouraging newsletter subscriptions.
As various outlets explore different monetization approaches, including more stringent paywalls, the media industry has still faced considerable layoffs due to these shifts.
In an interview recently, Altman, the CEO of OpenAI, acknowledged the financial hardships stemming from the accelerated adoption of AI technologies.
“I think some jobs will inevitably be lost, or even entire categories might disappear,” Altman noted. “While this may benefit society and the economy overall, the immediate impact on workers can be quite painful.”
