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April 13, 2025
The way we search for and find information is changing rapidly. Search engines are evolving from simple link lists to intelligent answer providers. Google is at the forefront of this development, integrating Artificial Intelligence (AI) ever more deeply into its search functions. While this development offers users faster and more concise answers, it also presents website operators with new challenges.
A central element of the new Google search is the so-called "AI overviews." This function summarizes information from various websites and presents it directly in the search results. Users receive the most important information at a glance, without having to click on individual links. What is convenient for the user, however, means a decline in traffic for many website operators and thus potentially decreasing advertising revenue.
Smaller and medium-sized websites seem to be particularly affected by this development. As data from analytics firms show, some site operators are recording significant traffic declines, sometimes in the double-digit percentage range. Niche blogs, for example, in the areas of travel, cooking, or DIY, are particularly hard hit. It is precisely in these areas that Google is increasingly relying on AI-supported summaries that save users from clicking on the original source.
One point of criticism from many website operators is the lack of transparency from Google. It is often unclear which content is used for the AI summaries and how the sources are selected. The long-term effects of AI integration on the web are also still uncertain. While Google emphasizes that it prefers high-quality content, large platforms like Wikipedia or YouTube are currently benefiting the most from the AI overviews.
The increasing integration of AI into search engines is turning the established system of search engine optimization (SEO) upside down. Website operators must adapt to the new circumstances and develop strategies to remain visible in the era of AI search. Possible approaches include focusing on niche content that is more difficult for AI systems to grasp, or using new formats such as videos or podcasts. Cooperation with other providers or the development of their own AI-based solutions could also open up new possibilities.
The development of AI search raises many questions that need to be discussed in an open discourse. How can we ensure that high-quality content remains visible on the web? What role do copyrights play in the context of AI-generated summaries? And how can small and medium-sized website operators survive in the new search landscape? The answers to these questions will significantly influence the future of the internet.
