Publishers are becoming less visible. Since 2019, publisher visibility on Google’s search results has diminished markedly—the Mail is less than half as visible in Google’s search results as it was five years ago.
Since March, publishers' keywords have become over three times more likely to trigger an AI Overview, now affecting around one-third of the Sun and Mirror’s keywords. These summaries mostly appear for entertainment and informational queries, which typically have high search volumes but lower click-through rates
The commercial impact is minimal—we estimate low-single digits—for now. The main threat is to discoverability, and the shrinkage of the top of the funnel