Google’s Changing Approach to Search
Google is moving away from its traditional model of directing users to external websites. A former senior executive described sending traffic to publishers as “a necessary evil,” highlighting the company’s focus on keeping users within Google’s ecosystem.
The Declining Role of the Google Search Bar
Elizabeth Reid, the Head of Google Search, has stated that the traditional search bar will become less prominent over time. This shift is driven by the rise of voice and visual search, signaling a transformation in how users interact with Google.
Keeping Users Within Google
Google has been increasingly focused on retaining users within its own platforms, reducing the need to visit external websites. A former executive explained:
- “Giving traffic to publisher sites is kind of a necessary evil. The main thing they’re trying to do is get people to consume Google services.”
- “There’s a natural tendency to keep users on Google pages, which affects the relationship between publishers and Google.”
While Alphabet CEO Sundar Pichai has acknowledged Google’s role in driving traffic to websites, he has refrained from making commitments to increase that traffic.
AI Overviews and the Impact on Website Traffic
Google’s AI Overviews have reshaped how users interact with search results. Instead of encouraging more clicks to websites, AI-generated summaries provide quick answers, keeping users engaged within Google.
The Decline in Click-Through Rates
Despite processing over 5 trillion searches per year, Google drives fewer clicks to external websites. In the U.S., only 360 out of every 1,000 searches lead to a visit to the open web. Additionally, nearly 60% of all searches end without a click.
The Future of Search: Voice and Visual Queries
Reid has indicated that Google is preparing for a future dominated by voice and visual searches. Google is investing in features that allow users to:
- Search with images for product identification and shopping.
- Use voice queries as a primary search method.
- Access Google’s knowledge seamlessly, as if asking a friend.
While the search bar isn’t disappearing, its role will diminish as alternative search methods gain traction.
Key Quotes from Elizabeth Reid
Although few direct quotes from Reid were included in the profile, some notable insights include:
- “We learned what people really wanted two months faster” (reflecting on her time at Google Maps).
- “[Search is a] constant evolution [rather than a complete overhaul].”
- “It’s really exciting to work on search at a time when you think the tech can genuinely change what people can search for.”
Regarding AI, Bloomberg summarized Reid’s stance:
- Google’s AI tools remain experimental, but public testing helps improve them.
- AI will likely increase search engagement over time, rather than reduce it.
Why This Matters
Google has been a key source of organic search traffic for decades, but the landscape is changing. The introduction of AI-driven search features means businesses and publishers must adapt their strategies. While SEO remains relevant, traditional tactics must evolve to align with Google’s shifting priorities.
