Google Analytics Tracks AI Traffic; Publishers Plan Post-Search

Image credit: Search Engine Journal

Google Analytics began categorizing traffic from recognized AI chatbots into a dedicated “AI Assistant” channel, while Google officially deprecated FAQ rich results, prompting publishers to re-evaluate their reliance on search traffic.

These developments signal significant shifts in how digital traffic is measured, the diminishing utility of structured data for search visibility, and how publishers are strategically responding to declining organic search traffic globally.

Google Analytics now assigns traffic from platforms such as OpenAI’s ChatGPT, Google’s Gemini, and Anthropic’s Claude to a new default channel group, according to Google Analytics.

Separately, Google confirmed the deprecation of FAQ rich results, which previously displayed answers directly in search engine results pages. Related features in Search Console are being removed, and API support is scheduled to end in August.

The utility of structured data for AI citations has also come under scrutiny. An Ahrefs report found no meaningful increase in citations from Google AI Overviews, AI Mode, or ChatGPT for pages that had implemented JSON-LD schema.

Kevin Indig of Growth Memo noted that while schema does not appear to boost AI citations, it remains valuable for other search features. Johan Strand of Nectiv emphasized that schema still helps search engines understand content, even if direct citation benefits are not evident.

In response to these industry changes, Condé Nast CEO Roger Lynch instructed his teams to plan for a future where search traffic could effectively be zero. Lynch anticipates that search traffic will eventually settle at a single-digit percentage of total traffic, according to reports.

Lynch observed a “barbell effect” in the current digital environment, where large authoritative brands and small niche publications are performing well. Mid-tier brands, however, are most vulnerable to declines in search traffic, he said.

Chris Long of Ctrl Digital highlighted that publishers are increasingly diversifying their traffic sources. Many are focusing on direct traffic, social media, and newsletters to mitigate the impact of reduced search visibility.

The Reuters Institute has also reported on publishers’ growing concerns about the stability of search traffic, with many exploring subscription models and direct audience engagement as primary strategies.

Source: Search Engine Journal