谷歌AI大杀四方，全网流量遭“黑洞”式吸走！你的网站还剩多少汤喝？- 大数跨境

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谷歌AI大杀四方，全网流量遭“黑洞”式吸走！你的网站还剩多少汤喝？

雨神汇

2025-07-27

导读：AI时代，谷歌不再是“信息搬运工”，而是“流量黑洞”！

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标题：谷歌AI大杀四方，全网流量遭“黑洞”式吸走！你的网站还剩多少汤喝？

导语：AI时代，谷歌不再只是“信息搬运工”？你的网站内容正在被它“拿来主义”，免费给用户当午餐！站长们，准备好迎接流量寒冬了吗？

大家好，我是雨生，一个在云计算出海圈摸爬滚打15年+的老司机。今天这篇新闻，看得我背后一凉，赶紧来跟大家唠唠。

先说结论：谷歌正在用AI，把整个互联网变成它的“自留地”！

简单来说，以前谷歌是辛辛苦苦帮你搜罗信息，然后把你导流到各个网站。现在呢？它直接把你的内容“扒”下来，用AI生成答案，用户看完就走了，还点赞谷歌“真香”！

CNBC 报道，Alphabet 二季度财报超预期，股价暴涨！YouTube 广告业务狂飙猛进，但这背后，少不了AI的“神助攻”。谷歌把AI聊天机器人直接安插在搜索结果里，流量根本不往外漏啊！

Cloudflare CEO Matthew Prince 透露了一组扎心的数据：

十年前： 谷歌抓取2个页面，会给你网站带来1个访客。
现在： 谷歌抓取18个页面，才给你网站带来1个访客！

这简直是“黑洞”式吸走流量啊！怪不得最近网站访问量越来越惨淡，原来是被谷歌“截胡”了！

雨生视角：

谷歌： “什么？我只是想让用户更方便地获取信息而已啦~ (邪魅一笑)”
站长们： “我把你当搜索引擎，你却想把我当素材库？！”

深度解读：

谷歌这波操作，看似是拥抱AI，其实是把“流量分发”变成了“流量垄断”。它不再满足于当一个“信息中介”，而是想成为一个“信息终端”。

这意味着什么？

网站SEO难度增加： 以前靠优化关键词就能获得流量，现在还得想办法让谷歌的AI“看得上你”。
内容为王时代加速到来： 只有高质量、独家内容，才能在AI的“魔爪”下幸存。
流量获取成本飙升： 以后想从谷歌获取流量，可能要付出更高的广告费用。

行动指南（敲黑板）：

拥抱AI，反向操作： 与其抱怨谷歌，不如学习AI技术，提升网站内容质量和用户体验。
多元化流量渠道： 别把鸡蛋放在一个篮子里，拓展社交媒体、内容营销等其他渠道。
打造品牌IP： 让用户记住你的品牌，而不是仅仅依赖谷歌搜索。

互动环节：

你觉得谷歌这波操作会给网站带来哪些影响？
你的网站最近流量怎么样？有什么应对措施？
欢迎在评论区分享你的观点、提问或吐槽，让我们一起抱团取暖！

(评论区引导)

金句海报 (示例)：

AI时代，谷歌不再是“信息搬运工”，而是“流量黑洞”！
你的网站内容正在被谷歌“拿来主义”，免费给用户当午餐！
别指望谷歌施舍流量，拥抱AI，自力更生才是王道！

邀请有礼活动方案：

关注“雨生云计算”，转发本文至朋友圈，截图发送至雨生微信公众号后台，即可参与知识星球抽奖，赢取XXX（定制礼品/知识付费课程优惠券）。

(以下是新闻原文的中英文对照版本)

The AI Boom Is Expanding Google’s Dominance

AI 繁荣正在扩大谷歌的统治地位

Google became popular by offering a tool that was better than others at collecting links, ranking them, and making them searchable.

谷歌因提供一种比其他工具更好的工具而广受欢迎，该工具可以收集链接、对其进行排名并使其可搜索。

It has made many billions of dollars by sending browsers this way and that, providing value to searchers and advertisers and website operators and taking tolls along the way.

它通过将浏览器发送到此处和彼处，为搜索者、广告商和网站运营商提供价值，并在此过程中收取费用，从而赚取了数十亿美元。

It built an advertising business around Search and an empire around that business.

它围绕搜索建立了一个广告业务，并围绕该业务建立了一个帝国。

Then came generative AI. Google, an early innovator in the space, stumbled into action after ChatGPT went viral, rolling out its own chatbots and image and video generators and installing AI-powered features across its product line.

然后出现了生成式人工智能。谷歌是该领域的早期创新者，在 ChatGPT 走红后开始采取行动，推出了自己的聊天机器人以及图像和视频生成器，并在其产品线中安装了 AI 驱动的功能。

It was initially cautious with Search, its most valuable and contested property, but has since pushed ahead: first, with AI Overviews, which answer a wide range of queries with generated answers instead of a list of links, and then with a preview of “AI Mode” in Search, which replaces the standard search experience with a chatbot attached to a web crawler.

最初，它对搜索（其最有价值和最有争议的资产）持谨慎态度，但此后一直在推进：首先是 AI 概述，它使用生成的答案而不是链接列表来回答各种查询，然后是搜索中的“AI 模式”预览，该模式用连接到网络爬虫的聊天机器人取代了标准搜索体验。

Google’s official story — and prevailing press narrative — has been one of a company meeting a new challenge, embracing a new technology, and fending off fresh competition.

谷歌的官方说法——以及普遍的媒体叙述——是一家公司迎接新挑战、拥抱新技术并抵御新竞争的故事。

But the story of a stunned and beleaguered Google understates just how powerful its position was and the extent to which it has been able to leverage it, already, in the age of generative AI.

但一个震惊和陷入困境的谷歌的故事低估了它的地位有多么强大，以及它在生成式人工智能时代已经能够利用它到什么程度。

Here’s another way to tell it: Google built and maintained the world’s most extensive index of the web, a ranked and sorted database of as much online human activity and output as it could find.

以下是另一种讲述方式：谷歌构建并维护了世界上最广泛的网络索引，这是一个对尽可能多的在线人类活动和输出进行排名和排序的数据库。

Then, under the auspices of a pivot to AI, it started treating that information as its own, first by incorporating it into its models and then by using those models to generate content for users instead of sending them to an outside source.

然后，在转向人工智能的幌子下，它开始将这些信息视为自己的信息，首先将其纳入其模型，然后使用这些模型为用户生成内容，而不是将他们发送到外部来源。

This is a meaningful change in Google’s relationship to “the world’s information,” to borrow its favored term, less clearly about making it “universally accessible and useful” than about incorporating it directly into a proprietary product.

借用它最喜欢的术语来说，这是谷歌与“世界信息”关系的一个有意义的改变，与其说是要使其“普遍可访问和有用”，不如说是将其直接纳入专有产品中。

It’s also a somewhat better background for understanding why the company is doing so incredibly well, per CNBC:

这也是更好地理解为什么该公司表现如此出色的背景，正如 CNBC 所述：

Alphabet reported second-quarter results on Wednesday that beat on revenue and earnings, but the company said it would raise its capital investments by $10 billion in 2025. Shares of the company were up as much as 3% in after-hours trading. The company’s overall revenue grew 14% year over year, higher than the 10.9% Wall Street expected.

Alphabet 周三公布的第二季度业绩超出营收和盈利预期，但该公司表示将在 2025 年增加 100 亿美元的资本投资。该公司股价在盘后交易中上涨了 3%。该公司的总收入同比增长 14%，高于华尔街预期的 10.9%。

Some of the biggest contributors to Google’s blockbuster quarter had little to do with AI — YouTube advertising, in particular, is growing extremely fast — but it’s clear that Google, in the early stages of its remodeling of Search, has found a pretty good way to squeeze more value out of the web: by incorporating it into a chatbot and installing that chatbot on top of Search.

谷歌本季度业绩的最大贡献者与人工智能关系不大——尤其是 YouTube 广告业务增长非常快——但很明显，谷歌在其重塑搜索的早期阶段，已经找到了一种从网络中榨取更多价值的好方法：通过将它纳入聊天机器人并将该聊天机器人安装在搜索之上。

Companies like OpenAI could still represent a long-term threat to Google — as could the United States government — but for now things are going very well.

像 OpenAI 这样的公司仍然可能对谷歌构成长期威胁——美国政府也可能如此——但目前情况进展顺利。

As any website or online business with an analytics dashboard could have told you for the better part of a year, this has had some consequences outside of Google.

正如任何拥有分析仪表板的网站或在线业务在一年中的大部分时间里都可以告诉你的那样，这已经在谷歌之外产生了一些后果。

The company has pushed back against reports that Search has been sending fewer people to outside sources; last month, Alphabet CEO Sundar Pichai told The Verge that, actually, if you take into account all forms of online content, we’re in an “expansionary moment,” and also that the number of websites available to them — a strange metric that might be affected by the widespread availability of automatic website and content generation tools — has “gone up by 45 percent in the last two years alone.”

该公司驳斥了有关搜索一直在向外部来源发送更少人的报道；上个月，Alphabet 首席执行官 Sundar Pichai 告诉 The Verge，实际上，如果你考虑到所有形式的在线内容，我们正处于“扩张时刻”，而且他们可用的网站数量——一个奇怪的指标，可能会受到自动网站和内容生成工具广泛使用的影响——“在过去两年中增长了 45%”。

Elsewhere, numbers are telling a clearer story. In a June interview with Axios, Matthew Prince, CEO of internet-infrastructure company Cloudflare, shared some internal data.

在其他地方，数字正在讲述一个更清晰的故事。在 6 月接受 Axios 采访时，互联网基础设施公司 Cloudflare 的首席执行官 Matthew Prince 分享了一些内部数据。

“Ten years ago,” he said, “for every two pages [Google] scraped, they sent you one visitor.” Ten years later, he said, “for every six pages that Google scrapes, they send you one visitor.” In the six months before June, he said, the ratio had shifted dramatically: “The traffic ratio now is for every 18 pages that Google takes from you, you get one visitor.”

“十年前，”他说，“谷歌每抓取两个页面，他们就会向你发送一个访问者。” 十年后，他说，“谷歌每抓取六个页面，他们就会向你发送一个访问者。” 在 6 月之前的六个月里，他说，这个比例发生了巨大的变化：“现在的流量比例是谷歌从你那里获取 18 个页面，你才能获得一个访问者。”

This week, Pew added its own data to the mix:

本周，皮尤增加了自己的数据：

Users who encountered an AI summary clicked on a traditional search result link in 8% of all visits. Those who did not encounter an AI summary clicked on a search result nearly twice as often (15% of visits). Google users who encountered an AI summary also rarely clicked on a link in the summary itself. This occurred in just 1% of all visits to pages with such a summary.

遇到 AI 摘要的用户在所有访问中点击传统搜索结果链接的比例为 8%。未遇到 AI 摘要的用户点击搜索结果的频率几乎是其两倍（15% 的访问）。遇到 AI 摘要的谷歌用户也很少点击摘要本身的链接。这种情况仅发生在所有访问此类摘要页面的 1% 中。

Given that AI summaries are both a feature and a preview of the general direction of Search — you can think of them, as well as AI Mode, as tests for a more complete redesign to the core product, that 1 percent figure really sticks out.

鉴于 AI 摘要既是搜索的一项功能，也是搜索总体方向的预览——你可以将它们以及 AI 模式视为对核心产品进行更全面重新设计的测试，那么 1% 的数据确实非常突出。

Google really is burying the web. After this week’s earnings report, Google chief business officer Phillip Schindler explained why the company was doubling down.

谷歌真的在埋葬网络。在本周的收益报告发布后，谷歌首席商务官 Phillip Schindler 解释了该公司为何加倍投入。

AI Overviews “continue to drive higher satisfaction. They continue to drive higher search users. They’re scaling up very nicely,” he said, giving the company a “really strong base on which we can then innovate and drive actually more innovative and new and next-generation ad formats.”

AI 概述“继续提高满意度。他们继续推动更高的搜索用户。它们正在非常好地扩展，”他说，这给了该公司“一个非常强大的基础，我们可以在此基础上进行创新并推动实际上更具创新性和新一代的广告格式”。

As AI features claw back traffic, they’re driving search growth, in other words, which Google is pretty sure it can monetize more than it already does.

换句话说，随着 AI 功能夺回流量，它们正在推动搜索增长，谷歌非常确定它能够比现在更好地利用它来赚钱。

This dynamic gets a lot of attention in part because “the web” encompasses a great deal of conversation about what the company is doing, not just in the commercial media but on forums like Reddit; in hindsight, it may end up being a marginal story in the development of a much more expansive and weirder online world.

这种动态之所以受到很多关注，部分原因是“网络”包含了大量关于该公司正在做什么的对话，不仅在商业媒体上，而且在 Reddit 等论坛上；事后看来，这最终可能只是一个更为广阔和怪异的在线世界发展中的边缘故事。

But it will also be an instructive one. In the same earnings call, Pichai was more candid than usual about what an AI-forward Google might mean for its partners, or for the many parts of the economy with some adjacency to Google:

但它也将是一个有益的教训。在同一次财报电话会议上，皮查伊比以往更坦诚地谈论了以 AI 为导向的谷歌可能对其合作伙伴或与谷歌相邻的经济的许多部门意味着什么：

Just like the early days of the web, there are aspects about it that will expand access, grow the use cases, etc. And I think those elements are there. But I do think it’s important. It’s not just a technology claim, but we have to solve the business models for the varying players involved.

就像网络的早期一样，它的一些方面将扩大访问范围，增加用例等等。我认为这些要素都在那里。但我确实认为这很重要。这不仅仅是一项技术主张，我们还必须解决所涉及的各种参与者的商业模式。

This was in response to a question that mentioned so-called agentic AI, meaning tools that are intended to carry out tasks on behalf of users.

这是对一个问题的回应，该问题提到了所谓的代理人工智能，即旨在代表用户执行任务的工具。

In Google’s vision of the future, the company’s chatbots won’t just mediate searches, but interact with a much wider range of businesses, whether it’s e-commerce or travel or through tasks done for work.

在谷歌对未来的愿景中，该公司的聊天机器人不仅会协调搜索，还会与范围更广的企业互动，无论是电子商务、旅游还是为工作完成的任务。

It’s a broader version of a familiar relationship: Google amasses a bunch of partners, sends its users around to interact with them, and collects its fares along the way.

这是熟悉的关系的更广泛版本：谷歌聚集了一群合作伙伴，将其用户发送到他们周围进行互动，并在此过程中收取费用。

A similar arrangement helped expand and commercialize a web that was relatively small when Google first got started; perhaps a do-it-all chatbot assistant will create similar opportunities online and off.

类似的安排帮助扩展和商业化了一个在谷歌刚开始时相对较小的网络；也许一个万能的聊天机器人助手将在网上和网下创造类似的机会。

If it does, though, Google — and other companies now pursuing similar models — will accrue incredible leverage and power. At some point, like last time, it might just decide to use it.

但如果确实如此，谷歌——以及现在正在追求类似模型的其他公司——将积累令人难以置信的影响力和权力。在某个时候，就像上次一样，它可能只是决定使用它。

(原文链接： https://share.google/0oXhUBrCBFZhhMfMX)

That's it! Let me know if you'd like me to make any revisions or additions. I'm happy to refine this further to match your vision perfectly.

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