Similarweb 報告：Google AI 概述出現率一年內升至 43%，AI 搜尋成為主要入口

Recent Similarweb data reveals that AI search is fundamentally reshaping user behavior. Google’s AI Overviews now appear in 43% of results, up from just 15% a year ago, establishing AI-driven discovery as the standard user experience.

Recent Similarweb 資料顯示，AI 搜尋正在從根本上重塑使用者行為。Google 的 AI 摘要（AI Overviews）現已出現在 43% 的結果中，而一年前這一比例僅為 15%，這確立了由 AI 驅動的發現體驗作為標準的使用者互動模式。

Initially a supplementary feature, AI Overviews have become integral to the search workflow. Users increasingly prefer direct answers over browsing links, shifting their behavior from locating web pages to engaging with Google’s conversational AI for immediate insights.

最初作為補充功能，AI 摘要已成為搜尋工作流中不可或缺的一部分。使用者越來越傾向於直接獲取答案而非瀏覽連結，其行為模式已從尋找網頁轉變為與 Google 的對話式 AI 互動以獲取即時見解。

Google’s AI mode traffic surged from 126 million visits in June 2025 to 279 million in May 2026. Concurrently, query patterns are evolving, with users favoring longer, natural-language conversations over short, keyword-based searches.

Google 的 AI 模式流量從 2025 年 6 月的 1.26 億次訪問激增至 2026 年 5 月的 2.79 億次。與此同時，查詢模式也在演變，使用者更傾向於使用較長的自然語言對話，而非簡短的基於關鍵詞的搜尋。

This shift impacts traffic distribution, as AI summaries often satisfy users directly on the search results page, reducing clicks to original sources. Although AI-referenced responses have grown fivefold in the past year, this visibility does not consistently translate into referral traffic.

這種轉變影響了流量分佈，因為 AI 摘要通常直接在搜尋結果頁面上滿足使用者需求，從而減少了對原始來源的點選。儘管過去一年中引用 AI 的回答增長了五倍，但這種可見性並未始終轉化為推薦流量。

By May 2026, only 6.8% of desktop ChatGPT searches in the US included reference links. However, industry performance varies, with travel, retail, and sports sectors seeing higher rates of AI search references.

截至 2026 年 5 月，美國桌面端 ChatGPT 搜尋中僅有 6.8% 包含參考連結。然而，不同行業的表現存在差異，旅遊、零售和體育行業在 AI 搜尋引用方面表現出更高的比率。

For creators, AI search offers new opportunities. Following ChatGPT’s May 7 update, desktop referral traffic improved significantly, with website visits rising from 25% to nearly 60% by late May 2026.

對於內容創作者而言，AI 搜尋帶來了新的機遇。繼 ChatGPT 在 5 月 7 日的更新後，桌面端推薦流量顯著改善，網站訪問量從 25% 上升至 2026 年 5 月底的近 60%。

Ultimately, AI search is restructuring internet access. As Google evolves from a navigation tool to an information platform, websites must adapt their content structures and optimize for AI visibility to capture emerging traffic opportunities.

歸根結底，AI 搜尋正在重構網際網路訪問方式。隨著 Google 從導航工具演變為資訊平臺，網站必須調整其內容結構並最佳化 AI 可見性，以捕捉新興的流量機會。