This is probably not good news for web managers who worry about losing traffic to AI chatbots.
Google has a new test launched which takes users straight from search results to the ‘AI mode’ chatbot experience.
As you can see in this series, now, for users in the test, when you tap the “Show More” prompt in the AI summary answer to your question, a new “Ask All” prompt will appear in the bottom screen of the SERP. Then, when you ask a follow-up question, you’ll be redirected from traditional search to Google’s AI chatbot window.
As explained by Google Search Vice President Robby Stein:
“We’re starting to test a new way to seamlessly delve deeper into AI mode directly from the search results page on mobile devices, worldwide. This brings us closer to our vision of Search: just ask what’s on your mind – no matter how long or complex – and find exactly what you need. You don’t have to think about where or how to ask your question.”
The idea is that this will make the search more conversational, but it will also mean that more Google search traffic is converted into an AI search. And with research that shows this searchers who are shown an AI summary are significantly less likely to click through on an external linkthe addition of even more detailed AI responses within regular search results could mean even fewer referral clicks overall.
Although Google itself has disputed this claim.
Google reported this in August Google Search’s total organic click volume for websites doesn’t fluctuate much due to the AI summaries.
Google also said that:
“Average click quality has increased and we are sending slightly more quality clicks to websites than a year ago (by quality clicks we mean clicks where users are not quick to click back – usually a signal that a user is interested in the website).”
So Google estimates this as a better outcome, in that sites get more qualified, engaged traffic because of the additional context provided by the AI overviews.
I think by extension this should mean that this test qualifies that traffic even more, but it seems more likely that people are just getting their answers from their chatbot conversations, rather than having to click through to an external site.
Be that as it may, it is another element to pay attention to for those working on SEO, further complicating what has already become a secondary consideration, due to the instability of search traffic.
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