XSquareSEO Finds 44 Publishers Gained 5% Search Traffic as AI Overviews Deepened a Two-Tier Web
Updated
Updated · PPC Land · May 31
XSquareSEO Finds 44 Publishers Gained 5% Search Traffic as AI Overviews Deepened a Two-Tier Web
1 articles · Updated · PPC Land · May 31
Across 44 U.S. publishers, estimated organic visits rose to 57.32 billion in June 2024-May 2026 from 54.59 billion in the prior two years, according to XSquareSEO's Semrush-based study.
That growth masked a sharp redistribution: Axios jumped 79.55%, ESPN 45.31% and the New York Times 38.71%, while SFGate fell 56.72%, Vox 53.55% and The Atlantic 52.35%.
XSquareSEO says the pattern favors institutional brands and aggregators with direct audience demand and entity authority, while mid-tier publishers built around search discovery became more vulnerable after AI Overviews scaled in June 2024.
The study stops short of proving causation, but it aligns with outside research showing AI Overviews cut top-result click-through rates to 11% from 27% in German search and reduced top-page CTR by 58% by February 2026.
For advertisers and publishers, the shift points to a more concentrated market: shrinking mid-tier traffic can reduce programmatic inventory and increase dependence on a smaller group of dominant media properties.
As Google's AI centralizes the web, what is the survival playbook for mid-tier publishers now facing extinction?
Is Google's new AI-driven 'consensus' view of news creating an information echo chamber for users?
The Three-Tier Web: AI Overviews’ Uneven Impact on Publisher Traffic, Revenue, and the Future of Information (2024–2026)
Overview
From June 2024 to May 2026, the rise of AI Overviews has changed how users find information online. While overall organic search traffic grew modestly, this growth was uneven. Most query types saw less traffic going to publishers because AI Overviews now give direct answers, especially for broad or non-branded searches. However, branded searches grew, as users looking for specific brands often bypassed AI Overviews to reach trusted sources. This shift has created clear winners and losers among publishers, rewarding those with strong brand recognition and making it harder for others to maintain their audience.