For a long time, we were accustomed to a predictable relationship between search engines and web publishers. The classic process usually has three parts: create quality content, optimize it for search, and monitor the referrals. However, this has been changing significantly in the age of AI. According to recent data, smaller publishers have seen referral traffic from traditional search engines—like Google‘s—plummet by a staggering 60%.
The figures, courtesy of Chartbeat (via Axios), show that the impact of the SEO transition is far from uniform. The report refers to those receiving between 1,000 and 10,000 daily pageviews as “smaller publishers.” In comparison, medium-sized sites saw a 47% drop. Meanwhile, larger publishers with over 100,000 daily views experienced a more manageable, though still notable, 22% decline.
60% referral traffic Drop in Google and other search engines for small publishers
There has been much discussion about whether AI chatbots and “search generative experiences” would eventually replace the traffic lost from traditional links. Currently, the numbers tell a different story. Despite a 200% growth in referrals from platforms like ChatGPT throughout 2025, chatbots still account for less than 1% of all pageview referrals to publishers.
Google Search and Google Discover traffic fell by 34% and 15%, respectively, between late 2024 and late 2025. However, the new AI-driven sources are not yet close to filling that void. This makes things more challenging for digital media—especially for tech-focused sites. Reports indicate that some well-known tech sites have seen search referrals drop by as much as 85%.
A shift in user engagement
The way people interact with websites through AI platforms is also changing. News and media sites currently receive the highest volume of clicks from AI platforms, but they also report the lowest levels of engagement per article. It appears that many users only click through to these sources to verify a specific fact or context provided by the AI. In other words, they are not usually left to read a full analysis. This contradicts Google’s claims about its AI Overviews resulting in more “high-quality clicks” for websites.
On the other hand, “utilitarian” websites—those offering evergreen advice on health, gardening, or DIY projects—tend to see better engagement from AI referrals. This means that people are more likely to spend time on the source page when they are looking for a solution to a problem than when they are simply looking for a quick news update.
The new reality
Despite the decline in search referrals, the “big picture” isn’t entirely bleak. Total web traffic across the thousands of sites measured by Chartbeat only dropped by 6% between 2024 and 2025. So, while search is changing, other channels are growing. Larger publishers are increasingly finding success by leaning into direct relationships with their audience through mobile apps, email newsletters, and instant messaging platforms.
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