Google Is Testing an Option for Websites to Opt Out of AI Search

Google is testing a new option that allows website owners to opt their content out of appearing in the company's generative AI Search features, the company announced Wednesday. The test, launching with a small group of UK publishers, gives site owners control over whether their pages are used in AI-powered results, with those opting out losing traffic and impressions from those features. The move comes as Google shifts toward chatbot-like search interfaces, raising publisher concerns that users will stay on search pages rather than visiting their websites.

Google is testing a new option that lets website owners manage how their content and links appear in the company's generative AI Search /tech/services-and-software/google-search-is-becoming-something-fundamentally-different-heres-what-that-looks-like/ features, the company announced in a Keyword blog post https://blog.google/products-and-platforms/products/search/new-controls-website-owners/ early Wednesday morning. The test offers publishers more insight and control over how they show up in AI-powered search results, as Google appears to be leaning more and more toward chatbot-like interfaces as opposed to the traditional "10 blue links" results pages. At its I/O developer conference in May, the company showed off changes like an expanded AI Mode /tech/services-and-software/google-search-is-becoming-something-fundamentally-different-heres-what-that-looks-like/ and a search box that adjusts to fit the context of your query. This general trend toward AI-powered search has caused consternation among publishers, in part out of fear that readers will stay on the search page /tech/services-and-software/ai-is-eating-the-internet-but-many-are-hopeful-human-made-content-will-win-out/ instead of venturing to the websites themselves, despite the fact that those publishers often provide the information relayed by the AI search tool. Publishers also have limited visibility into how their content appears in AI Overviews or AI Mode results. In the test launching this week with a small group of publishers in the UK, the website owners will be able to decide whether their site will be used for and appear in AI Search. "Sites that opt out will not receive traffic or impressions from our generative AI features," said Mrinalini Loew, general manager of Google Search Ecosystem, in the blog post. The new control also won't be used to determine how websites rank in Google search results outside of its generative AI Search. In Google Search Console, website owners can also gain additional insights into how their pages appear in AI Search. This includes information on which pages show up in AI responses across different countries, as well as impression metrics. "We're also actively listening to feedback from publishers and creators, and engaging with regulators like the UK's Competition and Markets Authority to ensure website owners have the right tools as user preferences evolve," Loew wrote. Google said it's starting with a group of UK publishers in a test before the feature rolls out globally. "We don't have specific details to share about the sites included," a Google spokesperson told CNET. They added that this is consistent with the company's approach for complex launches, where it roll outs features gradually by starting with a subset of users or websites to allow for thorough testing before expanding.