Changes in Google - What we know, Aug '25

What the heck Google?

We've been observing a major shift in how users interact with Google and it’s affecting nearly every business's online operations.

There is a great BBC article (linked below) citing research and evidence to support the changes and does a great job explaining what’s happening.

Key points:

• Google want to keep people on their platform and not fire them off to your site (at least until the point at which the user wants to buy or book something).

• Google's new AI Overviews are showing answers directly on search results pages—reducing clicks to actual websites by as much as 30–70%.​  An example of this...

• ​​Many users now stop browsing altogether after reading these summaries.
• Publishers and content sites are seeing sharp drops in traffic and revenue, threatening the traditional web ecosystem.
• Google claims the traffic is still flowing—but independent studies (and our client data) tells a different story.

As always, the key to any change or what feels like accelerated evolution, is to stay ahead of it and we’re all over it!  

What does this mean for our clients?

First step is to identify if it really is an issue for you.  Google search traffic for some has plummeted by 80%, others remain unaffected. 

I'll be keeping an eye on all of this as we move into an AI-first search landscape and provide counsel on what to do whether through structured content, alternate discovery paths, or new engagement funnels.

More to come....

The BBC Article - You Might Be Ghosting the Internet – Can It Survive?

At 24GO, we’re helping businesses navigate the future of AI-driven search. Let’s talk about how AIEO can position your brand for the next era of digital discovery.