Similarweb 报告：Google AI 概述出现率一年内升至 43%，AI 搜索成为主要入口

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 数据显示，AI 搜索正在从根本上重塑用户行为。Google 的 AI 摘要（AI Overviews）现已出现在 43% 的结果中，而一年前这一比例仅为 15%，这确立了由 AI 驱动的发现体验作为标准的用户交互模式。

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.

最初作为补充功能，AI 摘要已成为搜索工作流中不可或缺的一部分。用户越来越倾向于直接获取答案而非浏览链接，其行为模式已从寻找网页转变为与 Google 的对话式 AI 互动以获取即时见解。

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 模式流量从 2025 年 6 月的 1.26 亿次访问激增至 2026 年 5 月的 2.79 亿次。与此同时，查询模式也在演变，用户更倾向于使用较长的自然语言对话，而非简短的基于关键词的搜索。

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.

这种转变影响了流量分布，因为 AI 摘要通常直接在搜索结果页面上满足用户需求，从而减少了对原始来源的点击。尽管过去一年中引用 AI 的回答增长了五倍，但这种可见性并未始终转化为推荐流量。

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，美国桌面端 ChatGPT 搜索中仅有 6.8% 包含参考链接。然而，不同行业的表现存在差异，旅游、零售和体育行业在 AI 搜索引用方面表现出更高的比率。

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.

对于内容创作者而言，AI 搜索带来了新的机遇。继 ChatGPT 在 5 月 7 日的更新后，桌面端推荐流量显著改善，网站访问量从 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.

归根结底，AI 搜索正在重构互联网访问方式。随着 Google 从导航工具演变为信息平台，网站必须调整其内容结构并优化 AI 可见性，以捕捉新兴的流量机会。