📉 After Google's new update: What do the statistics show and the big question that arises?
Google's latest update has radically changed the way we view search results. In this article, we look at what's really happening to website traffic and how we can adapt to this new reality.
🔍 What do the observations show?
After the introduction of AI Overviews — that is, the automatic summaries that now appear at the top of search results — the effects on organic traffic are noticeable.
Now, more and more searches are turning into zero-click searches, where the user finds the answer directly in the results without visiting any website.
📊 According to measurements by Intero Digital, before the introduction of AI Overviews around 71,4% of searches were zero-click. After the change, this percentage increased to Up to 76%.
In news sites high traffic sources such as New York Post report drops in organic traffic 25% to 40%, while in some cases the losses are even greater.
The reality is that Google is increasingly moving towards an experience where the user doesn't have to leave the search engine to find what they're looking for.
📊 Indicative drop rates by website type
| Website/content type | Possible range of fall (%) | Comments |
|---|---|---|
| News sites / journalistic content | 25% – 40% (or more) | Topics that provided "quick answers" are most affected |
| Blogs, guides/how-to content | 20% - 60% | It depends on the topic and depth of the content |
| Sites with niche topics or low competition | Minor falls or stability | Specialized content holds up better |
It should be noted, however, that there are also websites that were not affected or even improved, (it is perhaps the exception to the rule).
🧩 The role of AdLock and ad blockers in the new reality
Alongside Google's changes, usage has increased drastically ad blockers As the Ad Lock. Users today are increasingly choosing to block ads, tracking scripts, and pop-ups. This means that even when a visitor arrives at a site, the revenue model and interaction with the content they change radically.
The use of such tools shows the general direction of the public: less tolerance for ads, faster responses and a "cleaner" browsing experience. Combined with the AI Overviews, the result is a strong limitation of the traditional "search → click → page" relationship.
🔄 How can content creators react?
In this new environment, content creators need to rethink their strategy. Instead of relying solely on organic traffic from Google, they can:
- Develop some community on social networks and via email updates
- Create specialized content aimed at a specific audience
- Invest in other sources of traffic such as referrals, social media and direct traffic
- Take advantage of newsletters to create a direct connection with their audience
The key is to not rely on just one source of traffic, but to create a complete ecosystem where readers can find you in a variety of ways.
💰 The financial and technological burden of continuity
For anyone to deal with it anymore professionally with the creation and management of websites, a significant investment is required in advertising, technological support and infrastructure upgradeFrom constantly improving site speed and security, to leveraging SEO, analytics, and server optimization tools, costs have skyrocketed. Unfortunately, for large majority of small and medium-sized websites, this investment is no longer feasible, leading many creators to stagnation or abandonment.
🤔 The big question: is it worth continuing?
Within this new environment, many managers and content creators are wondering: "Is it worth continuing to invest in content anymore?"
The answer is not simple. If someone relies solely on organic traffic or ad revenue, the situation is indeed difficult. However, the point is not "if it's worth continuing", but in How are you doing?.
If you do it from hobby or interest, without financial expectations, then yes — you can and it's worth continuing. Blogging can still be a creative and personally satisfying outlet. But if you believe you will earn money from this, at least in today's digital environment, it is very likely that be disappointed.
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