Recently, I’ve been delving into the nuances of Google Search Console and its impression counts.
I learned from John Mueller of Google that when a URL shows up in both an AI Overview and the traditional blue links on SERPs, it is counted as just one impression, not two.
This clarification came to light through John Mueller, after a lively discussion among SEO experts, sparked by Jamie Indigo and publicly shared by Mark Williams-Cook from Candour on LinkedIn.
The background. Initially, Mark Williams-Cook had assumed that because of historical practices with SERP features like tweet boxes, the URL might be counted twice.
Testing this theory was challenging, but ultimately, Mueller confirmed that the Search Console treats these appearances as a single impression.
What’s happening. Google’s policy treats an AI Overview as a singular position in search results. Each link within the Overview shares that position, governed by standard impression rules.
So, when a URL appears more than once in the same search experience, the Search Console doesn’t double count these for the same query.
Why this happens. Google defines an impression based on a user’s visibility of a link within the current set of results. Multiple instances of the same URL on one results page are aggregated, not counted separately.
This approach aligns with other SERP features like knowledge panels, where scrolling past and returning, or seeing the URL in different elements, won’t create additional impressions.
Why we care. In this AI-centric era, interpreting performance metrics can be a challenge. Knowing that both AI Overviews and blue links count as a single impression clarifies how these listings influence visibility. Although the impression count doesn’t rise, appearing in both strengthens brand visibility and boosts credibility among Google users.
I recently came across some fascinating data regarding organic search traffic trends, and I can’t wait to share it with you. Contrary to some alarming reports, organic search traffic has only dipped by 2.5% year over year, far from the drastic declines we often hear about, ranging from 25% to 60%. This significant insight comes from a comprehensive study conducted by Graphite using Similarweb data from a plethora of the largest U.S. websites.
This revelation certainly questions the exaggerated claims that the rise of AI tools, like ChatGPT, is rapidly taking over traditional search methods and rendering SEO obsolete.
What’s really happening? Many have suggested through surveys and anecdotes that organic traffic is crumbling, with large language models diverting user searches away from traditional search engines. However, the data collected by Graphite tells a different and more reassuring story.
In their study, Graphite utilized Similarweb’s visit data to analyze organic search traffic from the top 40,000 U.S. sites over periods from February to December 2024 and January to November 2025. The findings revealed a minor decrease rather than a major disruption.
Google’s stance aligns with these findings as well. The company stated in August 2025 that organic click volumes were largely stable year over year.
By the numbers. Traffic patterns differ significantly by the size of the sites. The largest sites, ranking within the top 10, witnessed a 1.6% increase in organic traffic. Mid-sized publishers, particularly those ranked between the top 100 and 10,000, faced more noticeable declines.
Organic SEO traffic: -2.5% YoY
Search engine traffic overall (2025): +0.4%
Google traffic (2025): +0.8%
Organic vs. paid clicks: ~90% organic, ~10% ads
AI Overview CTR impact: -35% when present
AI Overview prevalence: ~30% of SERPs
AI Overviews: Impact but not devastation. While AI Overviews do affect click-through rates when they occur, their presence isn’t as widespread as often presumed.
AI Overviews are featured in roughly 30% of search queries, predominantly informational ones.
Commercial and transactional search terms are notably less impacted.
Google ads aren’t “stealing” organic clicks. There’s a growing belief that Google is redirecting organic traffic towards its paid ads. However, data suggests only a slight shift.
The percentage of clicks on ads increased by about two points.
Despite this, organic results still garner nearly ten times more clicks than paid ads do.
Why this matters. SEO remains an immensely valuable channel. While AI is transforming the presentation and user interaction with search results, the demand for search isn’t disappearing. What’s evolving is SEO itself, with more SERP features, AI-driven answers, and heightened competition for fewer clicks, particularly on informational queries. Now more than ever, effective strategy is crucial.
About the data. This analysis is grounded in Similarweb traffic estimates for over 40,000 of the largest U.S. sites, utilizing a blend of opt-in user panels, ISP and mobile carrier data, public web signals, and direct site measurements. For accuracy, Graphite compared Similarweb’s trends with first-party data from Google Search Console and Google Analytics across various websites, discovering a median correlation of 0.86.
Recently, I’ve noticed that Google has started using Gemini 3 Pro to create AI Overviews on their search platform. This change primarily enhances the handling of more complex search queries.
Back in November, Google announced this improvement for AI Mode results. Then, in December, they began implementing Gemini 3 Flash for AI Mode. Now, it’s exciting to see Google integrating Gemini 3 Pro for generating AI Overviews.
Gemini 3 Pro is now crafting AI Overviews for complicated queries in English, accessible globally to all Google AI Pro & Ultra subscribers.
What Google Shared with Us. Robby Stein, VP of Product at Google Search, expressed this in his recent update:
“Update: AI Overviews now tap into Gemini 3 Pro for complex topics.”
“Behind the scenes, Search will intelligently route your toughest Qs to our frontier model (just like we do in AI Mode) while continuing to use faster models for simpler tasks.”
“Live in English globally for Google AI Pro & Ultra subs.”
Why It Matters to Me. The AI Overviews you see might look quite different than they did recently. Google’s consistent efforts to refine its Gemini models signify ongoing improvements in their AI technologies within Google Search, which includes both AI Overviews and AI Mode.
I’ve been following the developments around Google’s AI health summaries, and recently, I stumbled upon a study that really caught my attention. It turns out that Google’s AI often relies on sources like YouTube, which aren’t always thoroughly vetted by medical professionals.
Most of the health advice summarized by Google’s AI Overviews is sourced from non-medical platforms, raising concerns about the potential for misleading or unsafe information on critical health topics. This revelation has prompted discussions about the reliability of these sources.
What’s happening: According to The Guardian, Google’s AI Overviews occasionally showcase incorrect or even risky health information, a claim supported by medical charities and experts who reviewed this content.
Examples of such cases include incorrect advice about diets for pancreatic cancer and misleading interpretations of liver blood test results. Google, however, stands by its AI, arguing that the instances were taken out of context and that their Overviews generally link to trustworthy sources.
The bigger issue: Our friends at SE Ranking conducted an in-depth analysis of where AI Overviews derive their information. They assessed 50,807 health-related searches in Germany, unveiling a significant insight.
Nearly two-thirds of the citations for Google AI Overviews originate from sources that lack strong medical or evidence-based credibility, highlighting a concerning trend.
By the numbers: YouTube emerges as the top-cited source for these AI-produced health summaries, accounting for a whopping 4.43% of all citations. This percentage is considerably higher than that of more traditional medical sources like hospitals or health associations.
In total, 34.45% of citations come from more reliable medical sources. Interestingly, academic journals and government health entities only make up about 1% of citations. This reliance on video content is notable; despite YouTube’s first-place standing in AI citations, it ranks just 11th in organic search results.
There is also a misalignment in source credibility, as only 36% of pages cited by AI appear in Google’s top 10 organic search results.
Why we care: As someone deeply invested in public safety, I find it crucial to highlight that Google’s AI Overviews serve as a primary layer of health information, especially for sensitive topics like Your Money or Your Life issues. Given that over 82% of health inquiries prompt these AI-generated summaries, ensuring their quality is paramount for public well-being. Google must be held to the same rigorous standards it demands from others in this domain.
The study: If you’re interested in delving deeper, check out this insightful study that compares the frequency of YouTube references in AI Overviews against those from reputable medical sites.
I’ve recently noticed a wave of concern sweeping across Google AdSense publishers due to a sudden drop in earnings. Many publishers like myself have experienced a steep decline in eCPM and RPM by up to 70%. This unexpected turn of events has left us fearing another shock to our revenue streams.
Why this matters to me is simple: relying heavily on AdSense for funding operations makes me vulnerable to such sudden swings. When traffic flows and costs remain steady, a sharp revenue decrease poses a real threat to my sustainability.
The buzz in the community intensified late on January 14th, peaking through January 15th. From the U.S. to Europe, publishers reported drastic drops in both page RPM and eCPM. Interestingly, multiple sites within the same accounts felt the impact simultaneously, and some even reported that their ads had partially or completely vanished.
Publishers like myself have voiced concerns:
“My RPM dropped by more than 80% overnight.”
“Same traffic, same placements — revenue collapsed.”
“I used to earn $500 a day, now it’s $35.”
“Never seen figures like this before.”
The numbers paint a grim picture across various regions:
Germany (.de): –64%
France (.fr): –63%
Italy (.it): –76%
Spain (.es): –90%
U.S.-focused sites report drops of 35–70%
Digging deeper, the timing of these drops coincides with an unconfirmed Google Search ranking update. This connection raises worries that visibility shifts and monetization issues are overlapping — an unsettling pattern that I, with many others, have witnessed before.
There’s another twist. Google has recognized systemic issues within Google Ad Manager. These issues include:
Declining AdX match rates
Reduced delivery from Google Ads and DV360
The hardest-hit areas are web and mobile web display inventory.
However, a few critical questions remain unanswered:
Does the Ad Manager issue completely account for the AdSense revenue declines?
Is this all a reporting bug, an ad serving issue, or the beginning of a long-term monetization shift?
The indirect impact of AI Overviews, which currently display zero ads, is also a mystery.
In the broader context, it’s not just a recent occurrence for us; many publishers, including myself, have been experiencing a decline in revenue for months. Some have seen losses of 70–80% since mid-2025, driving fears that traditional content sites are being gradually deprioritized.
The bottom line is that, whether this is a temporary glitch or a sign of a continuing trend, we’re once again in a position of uncertainty — monitoring our dashboards with little clarity and even less control.
Have you ever typed a question into Google and noticed that the first answer you get is AI-generated? I think it’s fascinating how Google’s AI Overviews are becoming the new face of search results.
Personally, I find it intriguing, though I understand why some marketers and online reputation management (ORM) professionals are urging caution.
The issue stems from Google AI Overviews pulling a lot of their info from online forums like Reddit and Quora. The problem is, this user-generated content isn’t always accurate.
Google sources its AI overviews from what it deems as “high-authority” sites, with an affinity for conversational content and real user experiences.
But this approach puts firsthand anecdotes on the same pedestal as factual reporting, which can be problematic.
Moreover, Google often resurfaces threads that may be outdated or inaccurate—sometimes lacking a timestamp.
Those of us in ORM have noticed certain troubling patterns within Google AI Overviews.
Criticism from Reddit quickly becomes prominent, often overshadowing even official brand responses.
In essence, the AI takes the consensus of comments and transforms these minority opinions into something resembling facts.
There’s also what I call the amplification effect. In today’s fast-paced media world, algorithms rapidly transform opinions into facts. Think about how quickly TikTok or Instagram engross us with news and trends.
AI Overviews are no different, often delivering the most compelling, nuanced-free summaries.
To effectively counter false AI-driven narratives, businesses really need a proactive strategy.
Consider collaborating with an ORM team to stay ahead by monitoring forums, creating AI-readable content, and addressing known criticism.
We must adapt to the digital age by staying informed about AI literacy and evolving our reputation management practices.
With AI Overviews influencing public perception more than ever, it’s crucial for us as brand managers to actively manage our search reputation.
I remember when a few strategic links from niche-related sites could consistently boost organic traffic. Those days have passed.
Now, with Google’s AI Overviews and the emergence of answer engines like ChatGPT, the visibility stakes are higher. Hiring a seasoned link building agency is critical to navigating this challenge effectively.
Choosing the right partner is a vital investment. It’s not just about link building; it’s about establishing your brand as a trusted authority in this AI-dominated landscape.
So, how do you find the ideal agency for your business?
Despite changes in interfaces, core ranking signals are largely unchanged, though their priorities have shifted.
Large Language Models (LLMs) require credible sources for accurate answers, making authoritative link building more crucial than ever.
In this article, I’ll guide you through vetting and selecting a link building agency that comprehends these new priorities and aids your brand in earning AI trust in the evolving SEO landscape.
How Link Building and SEO Are Changing
Gartner forecasts a 25% decline in search engine volume by 2026 due to AI chatbots taking over more answers. Partnering with an agency that grasps AI SEO is essential.
But how can you be sure they actually do?
The key indicators lie in holistic authority and AI visibility. According to an Authoritas study, only 1 in 5 links in Google’s AI Overviews aligned with a top-10 organic result, and 62.1% of cited links didn’t rank in the top 10 at all.
The conclusion is clear. AI systems and search engines assess websites differently now. We’re no longer just building links for Google’s crawler.
Link equity alone won’t suffice. Sites must establish topical authority, brand mentions, and a genuine market presence, aiming to build a footprint recognizable and unavoidable by AI models.
The New Criteria: Evaluating a Link Building Agency for AI SEO
Choosing the ideal link building agency depends on their alignment with current priority factors.
Here’s what to focus on.
Prioritizing Quality, Relevance, and Traffic
I’ve seen many marketing directors judge link quality solely by Domain Rating (DR).
While high DR is important, at uSERP, we recognize it’s not the ultimate measure. Additional factors to consider include:
Relevance: A niche-specific site with a DR of 60 often provides more value than a DR 80 general news site that covers diverse topics.
Minimum traffic standards: A site’s ranking for keywords and real traffic are critical; hence, strict traffic minimums are essential.
When vetting an agency, request contractual site-traffic guarantees.
An agency confident in their capabilities will gladly sign a Statement of Work guaranteeing each link comes from a site with a traffic threshold, such as 5,000+ monthly organic visitors.
If they refuse to document traffic minimums, they may intend to place links on “ghost town” sites—domains appearing robust but lacking a real audience, safeguarding their margins rather than fostering your growth.
Look for a Content-Driven Approach and Digital PR
Links thrive as part of genuine conversations.
Leading agencies now function like content marketing and digital PR teams, not traditional link builders.
Instead of requesting links, they craft linkworthy assets—data studies, expert commentary, and in-depth guides publishers want to cite, understanding that:
Google’s algorithms and AI models are adept at spotting paid placements, making a content-led approach crucial for ensuring links remain natural and valuable.
Guest posting in the AI SEO era is about thought leadership, not throwaway articles, positioning your CEO as a credible expert.
I’ve been following this evolving digital landscape closely, and it seems that many news publishers, like myself, are bracing for significant changes in the next few years. A new report from Reuters Institute suggests that we could witness a staggering 43% decline in search traffic by 2029. This shift comes as AI technologies are increasingly dominating search results.
What concerns me the most is how Google’s AI Overviews and chat experiences are accelerating this trend. We’re seeing traffic losses mount as these technologies make information readily available without users needing to click through to our sites.
Understanding the Impact. As a publisher, the expectation is that search referrals will drastically reduce. More than 40% of our search traffic may dwindle, with some experts predicting losses exceeding 75% for certain sites.
Why it Matters. The shift in user behavior is reshaping our strategies. Our traditional SEO efforts might not hold up against the rise of AI-driven content presentation, making it crucial for us to pivot towards answer engine optimization (AEO) and generative engine optimization (GEO).
The Current Scenario. Already, Google referrals are slipping. According to Chartbeat data, global organic traffic from Google declined by 33% between November 2024 and November 2025, with even steeper drops in the U.S.
Looking Ahead. It’s clear from industry conversations that AEO and GEO are not just buzzwords—they are the future. As publishers, we need to adapt quickly by restructuring our content and strategies around these AI interfaces to maintain visibility.
Between the Lines. This shift is about more than just rankings; it’s about controlling content distribution on platforms beyond our purview. Chat referrals, for instance, are incrementally increasing, but as of now, they are negligible compared to the volume Google offers.
Adapting to Change. We’re urged to consider licensing, revenue-sharing, and negotiated prominence for long-term benefits as the reliability of traditional referrals wanes.
Future Metrics. As content creators, we need to redefine success metrics. Share of answer, citation visibility, and brand recall are becoming as critical as click-throughs in evaluating impact.
The Bottom Line. The takeaway for us is clear: while search retains its importance, its metrics of success will change. AI, AEO, and GEO strategies are setting the stage for a new digital frontier.
I’ve recently learned that Google carefully analyzes user engagement to determine when to feature AI Overviews in search results. According to Google VP Robby Stein, these features are only shown if they truly add value for us, the users.
Stein shared in a CNN interview that Google’s approach to AI-driven results is evolving as they expand ads, personalization, and visual search options within their services.
Engagement drives AI Overviews. Google conducts tests with AI Overviews for different types of queries, retaining them only when we, the users, find them beneficial. If we don’t interact with these features, they are removed, and Google applies the insights to similar queries.
Stein explained, “The system will learn — so it’ll try it — and then see if people engage with it for certain kinds of questions… If it doesn’t work, it won’t show up again.”
Why it matters. As someone interested in SEO, I understand that appearing in AI Overviews is significant. However, it’s becoming clear that maintaining those spots hinges on user engagement. If we don’t interact with these overviews for certain queries, Google may choose not to display them, affecting AI visibility for different brands and publishers.
AI and personalization. While Google incorporates some personalization in AI search, Stein mentioned that these are smaller adjustments rather than extensive reshaping of results:
“For instance, if you’re someone who frequently clicks on videos, those results may appear higher for you. However, the adjustment is minor because we want the user experience to remain consistent.”
Ads and monetization in AI search. It’s interesting to note that Google is actively experimenting with ads within AI-powered search experiences, including AI Overviews and AI Mode.
Stein explained that ads will appear “when helpful,” in line with Google’s longstanding ad philosophy. He also noted that “the vast majority of Google searches do not have ads.” Key use cases for AI-driven ads include shopping, comparisons, and product research.
Furthermore, Stein emphasized transparency in distinguishing sponsored content as a priority.
Visual search growth. Visual search is apparently exploding in popularity, with usage up 70% year over year. Around 1 billion of us are now using visual search tools like Google Lens to find information visually, such as discovering products, matching outfits, and solving real-world queries.
I recently delved into the intriguing world of Answer Engine Insights and discovered a groundbreaking update: eight distinct citation categories. These categories reveal the true sources of AI visibility.
This update provides a fresh perspective, as it’s backed by insights derived from analyzing an impressive 85 million citations across ChatGPT, Gemini, and various AI Overviews. Now, isn’t that fascinating?
If you’ve ever wondered about the mechanics behind AI answers, this exploration into citation categories might just provide the clarity you’ve been seeking.
