Have you ever felt like you are nurturing a viper in your bosom? That is precisely how many publishers feel as Google continuously rolls out new features supposedly designed to "improve user experience," but which actually gradually erode the traffic they built with sweat and tears.
And this time, Google Discover—one of the most crucial referral traffic sources for journalism and content sites—is becoming the focal point of a new experiment called "Dive deeper". It sounds harmless enough, even appealing. But behind that pretty name lies a distressing question: Do users still need to click through to the original article?
What is Dive deeper and how does it work?
Imagine you are browsing Google Discover and come across a video on a topic you care about. Instead of clicking directly on that video, you see a new button labeled "Dive deeper". Curious, you click it.
Immediately, rather than being taken to the publisher's site, you are led to a concise, AI-generated topic summary, accompanied by links to related articles, community reactions, and original reporting. All of this lives right inside the Google interface.
This is how Dive deeper operates. Instead of letting users leave Google and go straight to the publisher's page, Google keeps them around a bit longer, giving them the "big picture" of the topic before they decide whether to click further.
Robby Stein, VP of Product for Google Search, announced this test on X: "Today, we're testing a new way to make it easier to explore a topic and find related web content in Discover. When you tap 'Dive deeper,' you'll see a brief topic summary with prominent links to related stories, community reactions, and original reporting."
According to Stein, the initial test will focus on video content, after which Google will experiment with various designs in the coming weeks to see what performs best.
Why are publishers worried?
The reaction from the publishing community was swift and fierce. Nicola Agius, SEO and Discover Director at Reach plc, did not hide her frustration: "Google just launched its latest attack on publisher traffic—this time, Discover is in the crosshairs."
The concern is entirely justified. If users read Google's summary and feel they have enough information, they will not click through to the original article. And without clicks, publishers lose traffic, advertising revenue, and the opportunity to convert readers into paid subscribers.
What's worth noting is that Discover has long been a massive referral traffic source for many publishers. Past datasets have shown that Discover accounts for a large share of total referral traffic driven by Google. Publishers dependent on this distribution source have already started recording traffic drops as Google adds generative AI features.
With Dive deeper, Google adds yet another "touchpoint" under its own control. By design, this feature can keep users within the Google interface longer, while links to publishers are pushed further down in the visual hierarchy. Users must actively scroll down and click to access the original content.
Unanswered unknowns
Although the concerns are real, the actual impact of Dive deeper remains a big question mark. There are many undefined factors:
- Frequency of the "Dive deeper" button: Will it appear on every Discover card or just a select few?
- Market and language scope: Which countries will this test roll out in? Does it include Vietnamese?
- Will original publishers be guaranteed a spot in the summary? Or will they be drowned out among countless other links?
- Performance measurement: Will impressions and clicks within the summary be reported separately in Search Console? Currently, Google's existing generative AI performance reporting for Discover only provides impressions without click data at this level.
These unknowns make it difficult to measure the initial impact. Publishers will need to monitor their metrics closely to spot any shifts in traffic from Discover.
Long-term trend: When AI becomes the information "gatekeeper"
If Dive deeper is deployed widely, publishers and SEO experts should prepare for intensifying pressure on click-through rates from Discover placements featuring AI summaries. This could accelerate two trends already in their infancy:
First, a shift toward content formats that encourage action rather than passive reading. Instead of text-only information, publishers may focus on interactive tools, subscription-gated content, or embedded subscription prompts right inside the article.
Second, the growing importance of brand signals. When users must make a clicking decision in a tighter space, brand reputation, profile images, and compelling headlines become deciding factors. A publisher trusted by readers will hold an advantage over an unfamiliar name.
What should publishers and SEOs do right now?
Don't wait until things turn sour before taking action. Here are steps you can take starting today:
1. Check Discover performance regularly
Use the generative AI performance report in Search Console to track impression trends. Combine this with page-level analytics data to monitor referral and click behavior. If you notice a drop in traffic from Discover, investigate immediately.
2. Prioritize "click-worthy" content
In a world where AI can summarize basic information, value lies in what AI cannot replicate: in-depth analysis, unique perspectives, proprietary data, and personal experience. Invest in content that makes readers feel they must visit directly to get full value.
3. Build direct relationships with readers
Don't put all your eggs in Google's basket. Build email lists, develop social media communities, and create distribution channels you control. When search traffic dips, these channels will act as your life raft.
4. Optimize for AI summary presence
If Google is summarizing content, ensure your brand is mentioned within that summary. This requires your content to have a clear structure, easily extractable information, and enough authority for Google to choose it as a reference source.
A parting word: The game has changed, and it won't go back
I have witnessed the SEO and online publishing industry go through plenty of turbulence over the past two decades. From Panda, Penguin algorithms, to continuous core updates, and now the generative AI wave. Every time, there are survivors and those left behind.
What's different this time is the speed. AI is not only changing how Google ranks content, but also how users consume information. Dive deeper is a clear testament to that trend. Users increasingly want fast answers, and Google is trying to provide that right inside its interface.
But don't despair just yet. Publishers still hold an advantage AI cannot replace: trust and relationships with readers. If you build a strong enough brand, readers will seek you out even after reading Google's summary. They will want to hear your perspective, read your analysis, and believe in what you write.
The game has changed. But it isn't over.
What do you think about Google Discover's Dive deeper feature? Is this a logical step to improve user experience, or just a way for Google to keep users on its platform and siphon publisher traffic? If you are a publisher, how will you adjust your content strategy in the face of the spreading AI summary wave? Share your views below, because in this game, silence means being left behind!
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