Google AI Opt-Out Lacks Click Data, Frustrating Publishers

Image credit: Search Engine Journal

Google introduced a new opt-out feature for websites to exclude content from AI search, but its accompanying performance reports lack click data, prompting concerns among publishers and regulators in the United Kingdom.

The absence of click-through and click-through rate data in Google‘s Search Console AI performance reports hinders publishers’ ability to make informed decisions about their content strategy, a requirement previously mandated by the UK’s Competition and Markets Authority (CMA).

Google’s new toggle allows websites to opt out of AI search features without impacting their standard search rankings, a move that followed pressure from the CMA.

The CMA had imposed a conduct requirement on Google, stipulating that publishers must be able to withhold their content from AI search features and model training, and that Google must clearly attribute domains.

Industry experts noted the limitations of the new reporting. Aleyda Solís, an international SEO consultant, highlighted that the new reports show impressions but not clicks, according to SEJ.

Joy Hawkins, CEO of Sterling Sky, told SEJ that while the new feature is a step forward, the lack of click data remains a significant issue for publishers. Glenn Gabe of G-Squared Interactive also expressed concerns regarding the missing click metrics, as reported by SEJ.

Google’s Liz Reid, head of Search, announced the new controls, stating they were designed to give publishers more choice. Natalie Arney, a Google Search Relations team member, confirmed the voluntary product change.

However, the CMA’s requirement is a legal obligation, distinguishing it from Google’s voluntary platform control. The United Kingdom is currently the only market where both a regulatory requirement and a voluntary platform control for AI search exist simultaneously.

Previously, publishers could use the Google-Extended tag to opt out of AI model training, but this did not prevent their content from appearing in AI Overviews. Similarly, the nosnippet tag previously affected both AI Overviews and AI Mode concurrently.

Publishers argue that without specific click data tied to AI search results, they cannot accurately assess the value or impact of their content appearing within these new AI-powered experiences.

Source: Search Engine Journal