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Google AI Overviews linked to 25% drop in publisher referral traffic
The majority of Digital Content Next publisher members are seeing traffic losses from Google search between 1% and 25% due to AI Overviews.
Publishers are well-accustomed to Google’s familiar PR playbook — offering placating promises of more traffic and better-quality clicks to defuse backlash whenever it rolls out major search changes, even as the numbers often tell a different story. Digital Content Next (DCN), which counts the New York Times, Condé Nast and Vox among its approximately 40 member companies, checked in with 19 of them between May and June to see what was happening to their Google search referral traffic. Many brands report 10 to 25 percent year-over-year CTR declines even where rankings are stable, per its evidence, which it has gathered from members, which include Condé Nast, Future, Immediate Media and Hearst Magazines.
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