Google AI & News Sites: A Crisis?
- Several news publishers are grappling with ample drops in organic search traffic as Google transitions to an "answer engine" model powered by AI.
- HuffPost and The Washington Post have experienced declines of roughly 50% in organic search traffic to their desktop and mobile sites over the past three years, according to...
- Nicholas Thompson, chief executive of The Atlantic, told The Wall Street Journal that the publication is preparing for a future where traffic from Google approaches zero.
Google AI Search Changes Impact News Publishers
Updated June 11, 2025
Several news publishers are grappling with ample drops in organic search traffic as Google transitions to an “answer engine” model powered by AI. This shift poses a significant threat to traditional journalism revenue streams, prompting organizations to adapt thier strategies.
HuffPost and The Washington Post have experienced declines of roughly 50% in organic search traffic to their desktop and mobile sites over the past three years, according to data from Similarweb. Business Insider,which recently cut 21% of its staff,saw a 55% decrease in organic search traffic between April 2022 and April 2025. CEO Barbara peng attributed the layoffs to “extreme traffic drops.”
Nicholas Thompson, chief executive of The Atlantic, told The Wall Street Journal that the publication is preparing for a future where traffic from Google approaches zero. He emphasized the need to evolve their business model in response to Google’s changing role.
“Google is shifting from being a search engine to an answer engine,” Thompson said.
William Lewis, publisher and chief executive of The Washington post, echoed these concerns, calling the rise of click-free answers in search a “serious threat to journalism.” He said the Post is urgently seeking new audiences and revenue sources to prepare for a “post-search era.”
The New York Times has also seen a decrease in organic search traffic, with its share of traffic from Google dropping from nearly 44% to 36.5% between April 2022 and April 2025, according to Similarweb. The wall Street Journal experienced a decline in its share of overall traffic from organic search, falling from 29% to 24% over the same period, although its total organic search traffic increased.
What’s next
News organizations are actively exploring option strategies, including focusing on niche audiences, diversifying revenue streams, and building direct relationships with readers, to mitigate the impact of declining organic search traffic and ensure their long-term sustainability.