Google Introduces AI Search Opt-Out for Websites Amid Data Gaps
Google Gives Sites AI Search Opt-Out, But Not The Data To Use It

Image: Search Engine Journal
Websites in the UK can now opt out of Google's AI search features without affecting their standard search rankings. However, the data available for making informed decisions is incomplete, lacking essential metrics like click-through rates. The UK’s Competition and Markets Authority is monitoring these developments closely.
- 01The UK’s Competition and Markets Authority (CMA) has mandated Google to allow websites to opt out of AI search features without penalty.
- 02Google's Search Console now includes a toggle for publishers to exclude their sites from AI Overviews and AI Mode at the domain level.
- 03Current AI performance reports in Search Console show impressions but lack critical data such as click-throughs and click-through rates.
- 04The CMA's requirements aim to empower publishers to negotiate better content deals with Google.
- 05Google plans to roll out these features globally, following the UK implementation.
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Google has introduced a new feature allowing UK websites to opt out of its AI search functionalities without losing their standard search rankings, following a mandate from the UK’s Competition and Markets Authority (CMA). This week, Google began testing a toggle in its Search Console, enabling publishers to exclude their sites from AI Overviews and AI Mode. However, the accompanying AI performance reports currently only show impressions, omitting crucial metrics such as click-through rates and engagement data, which are necessary for publishers to make informed decisions about opting out. The CMA has emphasized the need for comprehensive data to support these choices, stating that Google must provide clear click-through information and ensure that opting out does not negatively impact a site’s ranking in standard search results. As the CMA monitors these developments, Google is expected to implement further changes by March 2027. The implications of these changes extend beyond the UK, as Google aims to roll out similar features globally, potentially impacting how publishers negotiate content agreements with the tech giant.
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The changes allow UK publishers more control over their content in AI search results, potentially affecting their traffic and revenue.
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