Google Search has long been a major source of website traffic. Bloggers, businesses, and publishers have invested years in SEO to improve their visibility and attract visitors. But Google’s growing reliance on AI generated answers is changing how people discover and consume information.
Reddit CEO Steve Huffman has raised concerns about this shift, saying Google’s AI Mode does not drive meaningful traffic to websites. His comments followed Reddit’s report of declining search referrals during its third quarter 2026 earnings announcement.
The implications extend beyond Reddit. When users can find answers directly through Google’s AI powered search experiences, they may have less reason to visit external websites. For publishers and businesses that rely on organic search, this presents a growing challenge.
What exactly did Reddit’s CEO say? Why are Google’s AI features affecting website traffic, and how should businesses respond? Here’s what the development means for the future of SEO.
What Did Reddit’s CEO Say About Google AI Mode?
During Reddit’s Q3 2026 earnings call, CEO Steve Huffman discussed the platform’s declining search referrals. He identified Google’s AI Overviews and AI Mode as the biggest suspected contributors to the change.
Huffman believes Google’s search experience is moving away from directing users to external websites and toward delivering more information directly within search results.
He also pointed out that AI Mode doesn’t appear to send meaningful traffic to Reddit or, as far as he knows, other websites.
His concern is straightforward: people are still searching for information, but fewer of them are reaching the websites that publish it.
Reddit Reports More Than One Million Fewer Weekly Search Referrals
Reddit reported a noticeable decline in search referral traffic during Q3 2026, with the drop becoming more pronounced toward the end of the quarter.
The company also reported that average weekly search referrals fell by more than one million during October.
Huffman highlighted two possible reasons for the decline:
- Google’s AI search features: AI Overviews and AI Mode provide answers directly in search results, potentially reducing clicks to traditional website listings.
- Machine translated content: Reddit believes its translated content may also be ranking lower, particularly in markets outside the United States.
Reddit hasn’t established how much each factor contributed to the decline. Therefore, the reported loss of more than one million weekly referrals shouldn’t be attributed entirely to Google AI Mode.
It’s important to distinguish Reddit’s reported traffic figures from management’s explanation of the causes. The company’s experience doesn’t necessarily represent what every website is experiencing.
Why Google AI Mode Is Not Driving Traffic to Websites
Google AI Mode changes how people interact with search results. Rather than entering a keyword, visiting several websites, and comparing information, users can ask detailed questions and receive AI generated responses.
This makes searching more convenient, but it also changes how much traffic external publishers receive.
AI Generated Answers Reduce the Need for Website Visits
Consider someone searching for “What is SaaS recurring billing?”
Previously, the person might have visited several articles to understand the concept, compare billing models, and explore practical examples.
With AI powered search, Google can summarize much of that information directly on the results page.
Users may find what they need without opening any of the websites that contributed to the answer.
This creates a particular challenge for informational content covering definitions, basic explanations, and straightforward questions.
AI Overviews Push Traditional Search Results Down
Google AI Overviews can appear above conventional organic listings, changing how much attention traditional search results receive.
Even if a website maintains its existing ranking, its listing may appear further down the visible page because of the additional AI generated content.
For example, a website ranking first in organic results could receive fewer clicks if users find the answer they need in an AI Overview.
The takeaway is simple: appearing in search results doesn’t necessarily translate into website traffic.
Users Can Find Information Without Clicking External Links
This behavior is commonly known as zero click search. It occurs when users find the information they’re looking for without visiting an external website.
For publishers, this creates an uncomfortable situation. Their content may help answer a search query, yet they might not receive a corresponding website visit.
However, this doesn’t affect every type of search equally. Detailed tutorials, product comparisons, original research, and complex purchasing decisions can still give users compelling reasons to visit a website.
How Google AI Overviews and AI Mode Are Changing SEO
The bigger issue isn’t simply that Google is introducing AI features. It’s that the relationship between search engines and content publishers may be changing.
Traditionally, Google helped users discover relevant pages and directed them to external websites. Publishers gained visitors, while users could explore information from different sources.
AI powered search adds another layer to this process. Google can combine information from multiple sources and present a summarized response before users reach traditional organic listings.
This creates three important changes:
- Fewer reasons to click: Users may find straightforward answers without opening an article.
- Different forms of visibility: A website’s information may contribute to an AI generated response without generating a visit.
- More competition for attention: Publishers need to offer something beyond information that can be easily summarized.
For example, an article explaining customer acquisition cost (CAC) can be summarized in a few sentences. A detailed guide containing original SaaS benchmarks, calculation examples, and practical recommendations gives readers more reasons to visit the source.
That’s where content differentiation becomes essential.
Search Visibility Does Not Guarantee Website Traffic
Marketers need to look beyond keyword rankings when evaluating SEO performance. Impressions, clicks, click through rates, and conversions measure different aspects of search performance.
Consider this hypothetical example:
| SEO metric | Before AI search changes | After AI search changes |
| Search impressions | 50,000 | 55,000 |
| Organic clicks | 5,000 | 3,800 |
| Click through rate | 10% | 6.9% |
These figures are illustrative, not industry statistics. They show how search impressions can increase even as organic visits decline.
A website might continue appearing in search results, but fewer people may feel the need to click.
For this reason, businesses should evaluate organic performance using more than keyword positions alone.
What Reddit’s Traffic Decline Means for Bloggers and Businesses
Reddit’s experience highlights the risks facing publishers that depend heavily on Google referrals.
For years, Reddit attracted visitors through searches related to product recommendations, troubleshooting discussions, and personal experiences. Google frequently directed users to relevant Reddit conversations.
AI generated responses can now summarize information from multiple sources without necessarily encouraging users to visit each original discussion.
Why Content Publishers Are Concerned About AI Search
The concern is that publishers could continue contributing valuable information without receiving enough visitors to support their businesses.
For advertising supported websites, fewer page visits can mean fewer advertising opportunities. Affiliate publishers may also see fewer product clicks and commissions.
Small businesses face a different challenge. If potential customers receive general information through AI search, they may never discover the company’s website.
The impact, however, depends on the content and search intent. Someone looking for a simple definition has different reasons to click than someone comparing products before making a purchase.
Why Businesses Should Not Depend Entirely on Google
Reddit’s situation is a reminder of the risks associated with relying on a single traffic source.
Businesses should develop other ways to reach their audiences:
- Build an email subscriber list.
- Share useful content on LinkedIn and other relevant social platforms.
- Increase brand recognition through consistent marketing.
- Develop free tools, calculators, and downloadable resources.
- Build communities around specific industries or interests.
- Encourage repeat visits through newsletters and useful website resources.
The goal isn’t to abandon Google. It’s to build a business that doesn’t depend entirely on one platform’s distribution decisions.
How Bloggers Can Adapt to Google’s AI Powered Search
The changing search environment calls for a stronger content strategy, not simply a higher publishing frequency. Here are five practical ways website owners can respond.
1. Publish Original Research and Firsthand Insights
Generic information is increasingly easy for AI systems to summarize. Publishing another basic explanation of a familiar topic may not give readers much reason to visit.
Instead, focus on original research, product comparisons, industry observations, survey findings, and transparent data.
For example, a SaaS marketing website could publish an analysis of customer acquisition costs across different business models, supported by clear calculations and relevant insights.
That offers more value than another general explanation of CAC.
2. Build Brand Authority Beyond Search Rankings
Readers should have reasons to recognize your brand and return to your website.
Maintain a consistent publishing identity, provide accurate author information, share expert commentary, and distribute content across relevant channels.
Google also emphasizes helpful, reliable, people first content rather than publishing primarily to attract search engine traffic.
3. Diversify Traffic Through Social Media and Email Marketing
Don’t rely on Google to deliver every visitor.
Promote useful articles through LinkedIn, newsletters, YouTube, and other platforms where your target audience is active.
For instance, a detailed article about AI marketing tools can be repurposed into a LinkedIn post, a short explanatory video, and an email newsletter.
This allows one research effort to reach audiences through multiple channels.
4. Create Content That Encourages Meaningful Website Visits
Give readers access to resources that offer practical value beyond a short AI generated summary.
Consider developing:
- Interactive calculators and comparison tools.
- Original product reviews and demonstrations.
- Downloadable templates and industry reports.
- Detailed implementation guides.
- Expert interviews and case studies.
For more technical recommendations, explore iTechManthra’s guide to technical SEO for AI search.
The objective is to create resources that encourage visitors to explore your website rather than leave after reading a brief answer.
5. Track Impressions, Clicks, Referrals, and Conversions Separately
A decline in website traffic doesn’t automatically mean your content has lost search visibility.
Use Google Search Console to monitor impressions, clicks, click through rates, and landing page performance. Its Web search reporting includes activity from AI Overviews and AI Mode.
Google Analytics can help you understand referral sources, engagement, leads, and conversions.
Compare equivalent reporting periods and investigate individual pages before attributing a traffic decline to AI search.
You can also read about Google AI Mode and AI Overviews updates to understand how Google’s AI powered search experiences are evolving.
Is Traditional SEO Still Relevant in the Age of AI Search?
Yes. Traditional SEO remains important, even as search experiences continue to evolve.
Google’s official guidance confirms that existing SEO fundamentals still apply to AI Overviews and AI Mode. Websites need accessible, indexable content that follows Google’s search policies and provides useful information.
Businesses should continue investing in:
- Technical SEO and website performance.
- Relevant keyword and search intent research.
- High quality, original content.
- Descriptive headings and meaningful internal links.
- Author and publisher transparency.
- A useful experience for website visitors.
SEO and GEO: Understanding Their Different Roles
Generative Engine Optimization (GEO) focuses on improving how brands and content appear in AI generated responses.
SEO, meanwhile, focuses on improving discoverability across traditional search results and evolving search experiences.
The two approaches overlap, but their objectives and measurement methods can differ.
For a closer look, read iTechManthra’s article on the SEO GEO gap and how AI search traffic differs from organic traffic.
Businesses shouldn’t treat GEO as a replacement for SEO or invest in services promising guaranteed AI citations. Strong technical foundations, useful content, and genuine brand authority remain more sustainable priorities.
FAQ’s
According to Reddit CEO Steve Huffman, AI Mode doesn’t drive meaningful traffic to Reddit or, as far as he knows, other websites. However, this is his assessment, not evidence that every website receives zero traffic from AI Mode.
Reddit identified Google’s AI Overviews and AI Mode as the biggest suspected reasons behind its declining search referrals. The company also believes machine translated content may be ranking lower in some international markets.
AI Overviews provide answers directly within search results, potentially reducing clicks to external websites. The impact varies depending on the search query, industry, and whether users need more detailed information.
AI search is changing how people discover information, but traditional SEO remains relevant. Technical accessibility, content quality, relevance, and website usability continue to matter for search visibility.
Conclusion
Steve Huffman’s comments highlight a shift in the relationship between Google and website publishers. AI Mode and AI Overviews are changing how users discover information, making traditional search referrals less predictable.
For bloggers, marketers, and business owners, abandoning SEO isn’t the answer. The priority should be building a stronger digital presence that doesn’t rely entirely on organic search traffic.
Invest in original content, useful resources, brand recognition, email marketing, and measurable business outcomes. Above all, give people a reason to visit your website rather than relying solely on information that can be summarized elsewhere.
Kumar Swamy is the CEO of Itech Manthra Pvt Ltd and a dedicated Article Writer and SEO Specialist. With a wealth of experience in crafting high-quality content, he focuses on technology, business, and current events, ensuring that readers receive timely and relevant insights.
As a technical SEO expert, Kumar Swamy employs effective strategies to optimize websites for search engines, boosting visibility and performance. Passionate about sharing knowledge, he aims to empower audiences with informative and engaging articles.
Connect with Kumar Swamy to explore the evolving landscape of content creation!