Is your website experiencing a decline in referral traffic? You’re not alone. Earlier this month, a coalition of nearly 300 French newspapers filed an antitrust complaint against Google, citing that the company’s AI Overviews summaries had significantly reduced their referral traffic. Here’s what to know about your referral traffic and Google AI Overviews, and how you can get it back. Read more below!
Why is Referral Traffic Important for Your Website?
Referral traffic can increase your website’s search visibility, reputation, while also bringing in a different source of user traffic. With reduced referral traffic, your website may miss out on additional leads/ conversions.
Does Google AI Overviews Really “Steal” Your Website’s Referral Traffic?
Though Google has yet to comment on the claims, several studies have offered compelling evidence. In a 2025 article from Digiday, the company found that Google AI Overviews reduced referral traffic by almost 25%. Meanwhile, in a study from Ahrefs in 2026, the company confirmed that AI Overviews reduced “all clicks” by 58%, which could also cause a drop in referral traffic.
Is Having Low Referral Traffic Bad?
Not always. Sometimes, your referral traffic can be low because your website is new and hasn’t been cited by other sites yet. In other instances, your content might be focusing on an extremely specialized/ esoteric subject, leaving you with few mentions. The good news? Getting your referral traffic up doesn’t have to be difficult.
How Can I Improve My Website’s Referral Traffic?
- Focus on getting your name out there on review websites. With more brand visibility on Yelp, TripAdvisor, and Angie’s List, you can significantly improve your website’s referral traffic.
- Start posting your website on social media. By adding direct links to your website in your social media posts, this can also help your referral traffic.
- Try to get mentioned by reputable websites. This will not only improve your website’s authority, but it’ll also increase your referral traffic, too. (One thing to note: be aware of low-quality backlinks. These come from websites that are viewed poorly by Google, and, in turn, can cause your website’s reputation to drop. To learn more about the difference between a “good” and “bad” link, click here.)
Need More Help With Your Website’s Referral Traffic? Contact Boston Web Marketing Today!
At Boston Web Marketing, we can help you with all of your SEO needs. As Boston’s #1 Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Management, and Website Design company, we’re the city’s digital marketing experts. Whether you’re in need of a new content strategy, AI visibility, or a new website, we’re ready to jump in. To learn more about our digital marketing services, or to request a free website consultation, visit us on our website or call us at 857-526-0096. We’ll be in touch soon!