Google's First Year of AI Search: Algorithm Shifts, AI Overviews, and the Rise of the Walled Garden

Google 对其搜索排名进行持续调整已是常态，但并非所有更新都同等重要。每隔几个月，公司会将一系列改动打包成一个大型的“核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。”。这些更新会对搜索产生快速而深远的影响，因此网站运营者对其密切关注。

Google constantly tweaks its search rankings, but not all updates are created equal. Every few months, the company bundles a series of changes into a major "core update." These updates bring rapid and profound shifts to search, making them a focal point for website operators.

2024年3月的更新则与众不同。这是谷歌有史以来规模最大的核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。之一，耗时一个多月才完全部署。自此之后，一切都感觉大不相同。这次更新是好是坏，取决于你问的是谁——或许也取决于你的身份。

The March 2024 update was unique. It stands as one of Google's largest core updates ever, taking over a month to fully roll out. Nothing has felt quite the same since. Whether the update was beneficial or detrimental depends on who you ask—and perhaps on who you are.

核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。后网站流量发生变化是常见现象，但2024年3月更新的影响标志着一场剧变。谷歌表示，此次更新旨在有效打击垃圾内容和AI生成内容。然而，许多出版商表示，他们看到合法网站的点击量急剧下降，而另一些则不得不应对前所未有的流量波动。由于谷歌几乎垄断了整个搜索市场，其算法的变动足以撼动互联网本身。

It's common for websites to experience traffic fluctuations after a core update, but the impact of the March 2024 update signaled a seismic shift. Google stated that the update aimed to meaningfully address spam and AI-generated content. Yet, many publishers report that clicks on legitimate sites evaporated, while others have grappled with unprecedented volatility in their traffic. Given Google's near-total dominance of the search market, changes to its algorithm can move the internet itself.

事后看来，2024年3月的更新似乎是谷歌为AI时代进行的首次重大算法调整。它不仅（据称）旨在降低AI撰写内容的排名，还为谷歌将AI与搜索融合的雄心勃勃——且常常令人烦恼——的愿景奠定了基础。

In hindsight, the March 2024 update appears to be Google's first major algorithm adjustment for the AI era. Not only did it (supposedly) steer away from ranking AI-authored content, but it also laid the groundwork for Google's ambitious—and often irksome—vision of fusing AI with search.

一年前，这一雄心以“AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。”的形式浮出水面。如今，公司正采取一条更为大胆的路径，引入了一项名为“AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。”的新型基于聊天的答案服务。这两项技术至少实现了两个目标：它们旨在将用户更长时间地留在谷歌的生态系统中，并且它们对出版商的内容进行重新整合，而不总是提供显著的来源引用。

A year ago, this ambition surfaced with "AI Overviews." Today, the company is taking an even bolder path by introducing a new chat-based answer service called "AI Mode." Both technologies achieve at least two objectives: they aim to keep users within Google's ecosystem longer, and they remix publisher content without always providing prominent citations.

小型出版商似乎承受了这些更新带来的主要冲击。“谷歌因打击小型出版商而受到诸多批评，事实是，当他们进行这些调整时，确实重创了许多出版商，”企业级SEO平台BrightEdge的首席执行官Jim Yu表示。他解释说，谷歌是唯一可能首先呈现小众内容的搜索引擎，在重大核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。期间，处于边缘地带的网站必然会发生变动。

Smaller publishers appear to have borne the brunt of the impact from these updates. "Google received a lot of flak for crushing small publishers, and it's true that when they make these changes, they do hit many publishers hard," says Jim Yu, CEO of the enterprise SEO platform BrightEdge. He explains that Google is the only search engine likely to surface niche content in the first place, and changes to sites at the fringes are inevitable during a major core update.

核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。的影响：数据与感知的鸿沟

The Impact of the Core Update: The Chasm Between Data and Perception

谷歌自身对2024年3月更新影响的看法自然是积极的。公司表示，其目标是将搜索引擎结果页面中无用内容的出现率降低40%。更新后，公司声称实际减少了约45%。但谷歌的搜索结果质量感觉上提升了那么多吗？大多数人并不这么认为。

Google's own perspective on the impact of the March 2024 update is predictably positive. The company stated its goal was to reduce the appearance of unhelpful content in its Search Engine Results Pages (SERPs) by 40%. Post-update, it claimed an actual reduction of closer to 45%. But does it feel like Google's search results have improved by that much? Most people don't think so.

这种脱节从何而来？根据SEO公司iPullRank创始人Michael King的说法，我们与谷歌使用的不是同一种语言。“谷歌内部的成功指标与用户的感知不同，”他表示，“谷歌通过可量化的指标来衡量用户满意度，而外部观察者则依赖于主观体验。”

What causes this disconnect? According to Michael King, founder of SEO firm iPullRank, we're not speaking the same language as Google. "Google's internal success metrics differ from user perceptions," he says. "Google measures user satisfaction through quantifiable metrics, while external observers rely on subjective experiences."

谷歌通过多种测试来评估算法变更，包括人工搜索质量评估员测试和在实时搜索上进行A/B测试。但最重要的是，成功关乎搜索总量（每年高达5万亿次）。谷歌经常将这个数字作为其业务更新的核心，向投资者展示其仍能实现增长。

Google evaluates algorithm changes through various tests, including human search quality raters and A/B tests on live searches. But more than anything, success is tied to the total number of searches (a staggering 5 trillion per year). Google often highlights this figure in its business updates to demonstrate to investors that it can still grow.

然而，用搜索数量来衡量质量存在明显问题。例如，搜索引擎的更多互动可能意味着质量下降，导致人们尝试新的查询（例如，在搜索词末尾添加“Reddit”的老技巧）。换句话说，人们可能因为不喜欢搜索结果而进行更多搜索。

However, using search quantity to measure quality has obvious flaws. For instance, increased engagement with a search engine might indicate that quality has decreased, prompting people to try new queries (e.g., the old trick of adding "Reddit" to the end of a search string). In other words, people might be searching more because they dislike the results.

Jim Yu认为，谷歌正在快速行动并打破常规，但情况可能没有我们想象的那么糟。“我认为他们更快地推出了更新，因为他们必须比历史上任何时候都行动得更快，结果就是他们确实犯了一些真正的错误，”Yu说。“（谷歌）被寄予了更高的期望，但总体而言，我认为他们的搜索质量正在提高。”

Jim Yu suggests that Google is moving fast and breaking things, but it may not be as dire as perceived. "I think they rolled things out faster because they had to move much quicker than they have historically, and it turns out they do make some real mistakes," says Yu. "[Google] is held to a higher standard, but by and large, I think their search quality is improving."

根据King的说法，谷歌当前的搜索行为仍然青睐大品牌，但其他网站已开始出现反弹。“大品牌在前三位表现更好，而知名度较低的网站在第4到第10位取得了进展，”King说。“尽管一些网站确实因自然搜索可见度降低而损失了流量，但更大的问题似乎与AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。使用量的增加有关”——而现在又推出了AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。。

According to King, Google's current search behavior still favors major brands, but other sites have started to rebound. "Larger brands are performing better in the top three positions, while lesser-known websites have gained ground in positions 4 through 10," says King. "Although some websites have indeed lost traffic due to reduced organic visibility, the bigger issue seems tied to increased usage of AI Overviews"—and now the launch of AI Mode.

AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。的“后遗症”：重塑信息呈现方式

The "Hangover" from AI Overviews: Reshaping Information Presentation

是的，AI的幽灵笼罩着每一个搜索结果页面谷歌搜索结果显示的页面，包含AI概览、广告、知识图谱内容和蓝色链接内容。。无论谷歌内部使用何种指标，许多人现在从谷歌搜索中感受到的那种“无用”氛围，可能源于AI时代谷歌呈现信息方式的根本性转变。

Yes, the specter of AI looms over every Search Engine Results Page. Regardless of the internal metrics Google may use, the "unhelpful" vibe many now perceive from Google searches may stem from a fundamental shift in how Google surfaces information in the age of AI.

AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。的崛起与影响

The Rise and Impact of AI Overviews

2025年，谈论谷歌搜索的变革，就无法回避房间里那个AI生成的大象。在2024年3月完成那次大规模核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。的同时，谷歌也宣布了搜索中AI的重大扩展，将“搜索生成体验”从实验室移至Google.com。该功能被命名为“AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。”。

In 2025, discussing changes to Google Search is impossible without acknowledging the AI-generated elephant in the room. As it wrapped up that massive core update in March 2024, Google also announced a major expansion of AI in search, moving the "Search Generative Experience" out of labs and onto Google.com. The feature was dubbed "AI Overviews."

自一年前推出以来，AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。框一直是谷歌搜索结果页面谷歌搜索结果显示的页面，包含AI概览、广告、知识图谱内容和蓝色链接内容。的固定组成部分。该功能使用与谷歌Gemini聊天机器人相同的基础AI模型，通过分析前100条（！）搜索结果来构建对你搜索查询的答案。它位于页面顶部，将所谓的蓝色链接传统的有机搜索结果链接，在AI概览推出后被进一步推至页面下方。内容进一步推到了广告和知识图谱内容之下。它并非针对所有查询触发，有时会回答你并未提出的问题——甚至产生完全错误的幻觉答案。

The AI Overview box has been a fixture on Google's search results page since its debut a year ago. This feature uses the same foundational AI model as Google's Gemini chatbot to formulate answers to your search queries by ingesting the top 100 (!) search results. It sits at the top of the page, pushing so-called blue link content even farther down below ads and knowledge graph entries. It doesn't appear for every query, and sometimes it answers questions you didn't ask—or even hallucinates completely incorrect answers.

颇具讽刺意味的是，谷歌值得称赞的降低合成AI垃圾内容排名的决定，与其在搜索结果页面谷歌搜索结果显示的页面，包含AI概览、广告、知识图谱内容和蓝色链接内容。顶部大力推广自家AI生成内容的行为同时发生。

And it's not without irony that Google's commendable decision to de-rank synthetic AI slop coincides with its heavy promotion of its own AI-generated content right at the top of SERPs.

谷歌从所有这些AI工作中得到了什么？似乎是更多的关注。“AI正在推动谷歌上比以往任何时候都更多的互动，”Yu说。BrightEdge的数据显示，自AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。推出以来，谷歌上的展示次数增加了近50%。尽管网上关于AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。的许多意见非常负面，但这并不意味着人们没有关注这个功能。在其2025年第一季度财报中，谷歌宣布AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。每月被15亿人“使用”。（由于用户无法轻易选择启用或禁用AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。，这个“使用”声明应持保留态度。）

What is Google gaining from all this AI work? More eyeballs, it seems. "AI is driving more engagement than ever before on Google," says Yu. BrightEdge data shows that impressions on Google are up nearly 50% since AI Overviews launched. While many online opinions about AI Overviews are strongly negative, that doesn't mean people aren't paying attention to the feature. In its Q1 2025 earnings report, Google announced that AI Overviews is "used" by 1.5 billion people every month. (Since users cannot easily opt in or out of AI Overviews, this "usage" claim should be taken with a grain of salt.)

有趣的是，AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。对整个网络的影响各不相同。2024年10月，谷歌对AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。的效果非常满意，将其扩展到更多查询中。随着AI渗透到更多查询，出版商看到了相应的流量下降。Yu估计，对于AI查询覆盖率高的网站，平均降幅约为30%。对于AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。支持较少的搜索——如餐厅和金融服务——流量变化可以忽略不计。当然也有例外。Yu指出，一些AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。查询覆盖率较高的大型企业，由于在AI引用和自然搜索结果中都排名极好，其流量下降幅度要小得多。

Interestingly, the impact of AI Overviews has varied across the web. In October 2024, Google was so pleased with AI Overviews that it expanded their appearance to more queries. As AI crept into more searches, publishers saw a corresponding traffic drop. Yu estimates this drop averages around 30% for sites with high AI query coverage. For searches less supported by AI Overviews—such as those for restaurants and financial services—the traffic change has been negligible. There are always exceptions. Yu notes that some large businesses with high AI Overview query coverage have seen much smaller traffic declines because they rank extremely well both as AI citations and in organic results.

流量下降对某些企业来说并非世界末日。去年5月，AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。在B2B查询中基本缺席，但最近几个月情况发生了巨大转变。BrightEdge估计，现在70%的B2B搜索都有AI答案，这减少了许多公司的流量。不过，Yu认为这并不全是坏事。“人们的点击率降低了——他们在AI上互动更多——但当他们确实点击时，企业的转化率反而上升了，”Yu说。理论上，真正的买家会点击，而只是浏览的人则不会。

Lower traffic isn't the end of the world for some businesses. Last May, AI Overviews were largely absent from B2B queries, but that changed dramatically in recent months. BrightEdge estimates that 70% of B2B searches now have AI answers, reducing traffic for many companies. However, Yu doesn't think it's all bad. "People don't click through as much—they engage a lot more with the AI—but when they do click, the conversion rate for the business goes up," Yu says. In theory, serious buyers click, while window shoppers do not.

但互联网不仅仅是一个只为购物者存在的巨型商场。它首先是一个分享和寻找信息的地方，而AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。对一些信息提供者打击相当大。推出之初，AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。 heavily focused on “What is” and “How to” queries. Such “service content” is a staple of bloggers and big media alike, and these types of publishers aren’t looking for sales conversions—it’s traffic that matters. And they’re getting less of it because AI Overviews “helpfully” repackages and remixes their content, eliminating the need to click through to the site. Some publishers are righteously indignant, asking how it’s fair for Google to remix content it doesn’t own, and to do so without compensation.

But the internet is not merely a giant mall existing solely for shoppers. It is, first and foremost, a place to share and find information, and AI Overviews have hit some information providers quite hard. At launch, AI Overviews heavily focused on "What is" and "How to" queries. Such "service content" is a staple for both bloggers and major media outlets. These publishers aren't primarily seeking sales conversions—traffic is what matters. And they're getting less of it because AI Overviews "helpfully" repackage and remix their content, eliminating the need to click through to the source site. Some publishers are justifiably indignant, questioning the fairness of Google remixing content it doesn't own without compensation.

迈向“AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。”：围墙花园的终极形态？

Towards "AI Mode": The Ultimate Form of the Walled Garden?

但谷歌的意图并未止步于AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。。上周，公司开始从首页进行所谓的“AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。”的扩展公开测试。AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。甚至不再理会那些蓝色链接传统的有机搜索结果链接，在AI概览推出后被进一步推至页面下方。。它是一种聊天机器人体验，目前试图在不明确内联引用来源的情况下回答你的查询。（在某些情况下，它会提及Reddit或维基百科。）在屏幕右侧，谷歌提供了一个包含三个链接网站的小框，你可以展开查看更多选项。对于最终用户来说，完全不清楚这些是“来源”、“推荐”还是“合作伙伴交易”。

But Google's ambitions don't end with AI Overviews. Last week, the company began an expanded public test of so-called "AI Mode," right from the homepage. AI Mode doesn't even bother with those blue links. It's a chatbot experience that, currently, attempts to answer your query without clearly citing sources inline. (On some occasions, it will mention Reddit or Wikipedia.) On the right side of the screen, Google provides a small box with three linked sites, which can be expanded to see more options. To the end user, it's utterly unclear whether these are "sources," "recommendations," or "partner deals."

也许更令人惊讶的是，在我们的测试中，没有一个AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。的“网站框”中列出的网站，与同一查询在常规搜索中的第一页结果重叠。也就是说，AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。中针对“感冒时最好吃的食物”的链接，与谷歌搜索中同一查询的搜索结果页面谷歌搜索结果显示的页面，包含AI概览、广告、知识图谱内容和蓝色链接内容。完全没有重叠。公平地说，AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。非常新，其行为无疑会发生变化。但公司前进的方向似乎很明确。

Perhaps more surprisingly, in our testing, not a single site listed in AI Mode's "sites box" overlapped with the first-page results for the same query in a regular Google search. That is, the links in AI Mode for "best foods to eat for a cold" showed no overlap at all with the SERP for the same query in standard Google Search. In fairness, AI Mode is very new, and its behavior will undoubtedly evolve. But

常见问题（FAQ）

谷歌2024年3月核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。对小型网站有什么影响？

该更新旨在打击垃圾和AI生成内容，但导致许多合法小型网站流量急剧下降，承受了主要冲击，而谷歌自身AI功能提升了用户参与度。

AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。和AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。如何改变搜索体验？

AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。和AI模式谷歌新的基于聊天的答案服务，旨在与AI概览一起延长用户在谷歌属性上的停留时间。将用户更长时间留在谷歌生态系统内，重新整合出版商内容但不总是显著标注来源，正在重塑信息呈现方式。

谷歌核心更新谷歌每隔几个月将搜索排名变化捆绑成的大型更新，对搜索进行快速而深刻的改变。真的提升了搜索结果质量吗？

谷歌声称无用内容减少约45%，但许多用户感知改善不明显，存在数据与体验的鸿沟，同时算法变动给整个网络带来波动。