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

Google is testing a new option that lets website owners manage how their content and links appear in the company’s generative AI Search features, the company announced in a Keyword blog post 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 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 users will stay on the search page 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 continuing to work with website owners to understand what insights will be most helpful to inform their strategies, and we’ll introduce additional metrics over time,” Loew wrote. 

Google said it is starting with a group of UK publishers in a test before the feature rolls out globally.