Since the rollout of AI Overviews and AI Mode, we have talked extensively about how these automated answers were affecting the CTR of organic results and, therefore, the traffic of millions of websites around the world. It was a serious problem that directly affected the core of many online businesses, especially content creators, and that could, paradoxically, end up affecting the search engine itself. If Google killed off the businesses generating the content it linked to, it would no longer have valuable content to link to.
Perhaps because of that, or perhaps not, Google has announced a series of improvements to its search experiences, expanding both the number and visibility of links to third-party websites within its automated results.
Google has framed this as a way to help users “connect with authentic voices and explore useful information across the web.” We will see whether it works.
Google understands that an AI answer is only the starting point. Now, at the end of many responses, users will see suggestions to explore the topic more deeply. For example, if you are researching sustainable urban planning, the system might offer links to specific success stories, such as urban river restoration projects, allowing users to satisfy their curiosity with in-depth analysis.
Do you remember when we explained how much importance Google places on experience when discussing a topic, and how that influences EEAT? AI responses will now include previews of discussions from forums and social networks, showing the name of the creator or community. This will, for example, make it possible to get technical photography advice directly from experts in specialized forums.
To avoid disrupting the reading experience, the AI will insert relevant links right next to the corresponding text. As Google explains, “for example, if you search for information about a bike route in California, you may see a series of bullet points about the route. With this update, you can now see a link to a Pacific Coast bike touring guide next to the point about the terrain, or a link to a blog post with training suggestions next to the point about daily mileage.”
In addition, to build greater confidence before the click, desktop users will be able to hover over a link to see a quick preview of the site. Seeing the page title and website name reduces uncertainty and improves the user experience.
Finally, Google is introducing “Subscribed” labels. If you subscribe to a news outlet, the AI will highlight those links in the results. According to Google, early tests show that users are more likely to engage with content they already trust.
These five new features will begin rolling out progressively to all users starting today. With these updates, Google says it is not only aiming to provide answers, but also to strengthen the web ecosystem by connecting creators and their audiences in a more transparent and efficient way.
Will these measures be enough to recover lost CTR, or are they just a patch in the face of AI’s inevitable advance?
Image: Gemini
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