Google on Balancing Users and the Web

Gary Illyes from Google recently admitted that the company is still working out how to balance user needs with those of the wider web ecosystem.

During the Search Central Live Deep Dive 2025 event, Kenichi Suzuki questioned Illyes on how Google measures the quality and user satisfaction of traffic coming from AI Overviews. Suzuki later shared Illyes’ response on LinkedIn, which touched on several key aspects.

Kenichi had asked for concrete data, but while Illyes avoided giving precise figures, he did explain the general approach Google takes when assessing user satisfaction with AI Overviews.

Illyes mentioned that Google gathers feedback from external sources to build its own internal view of how users are responding to AI Overviews. This information helps shape Google’s official messaging, including statements made by CEO Sundar Pichai.
Although he couldn’t go into detail about the actual data used, Illyes still gave a broad explanation of the process, showing that Google is trying to be transparent about how it evaluates new features.

User Satisfaction Surveys

The first type of data Gary Illyes highlighted was feedback gathered through user satisfaction surveys, which help Google assess public opinion on AI Overviews. According to Kenichi Suzuki, Illyes explained that:
“Any public remarks from senior figures at the company, including Sundar Pichai, are backed by this internal research before being shared with the public.”

Observed User Behavior

The second insight into user satisfaction that Illyes touched on involved observing wider market trends. As Kenichi Suzuki noted, Illyes indicated that it’s possible to gauge user preferences by examining the broader AI landscape. He mentioned that the increasing popularity of tools such as ChatGPT and Copilot probably reflects the interests of the same users who appreciate and benefit from AI Overviews.

Motivated By User-Focus

This section highlights that the primary goal behind launching new features is to prioritise the user experience. Illyes made it clear that Google’s intention with AI search tools is not to create disruption, but to better serve users’ needs.

Acknowledged The Web Ecosystem

The final point Illyes raised was that Google is still in the process of working out how to strike the right balance between putting users first and ensuring the wider web ecosystem remains strong and sustainable. Kenichi noted that Illyes admitted they’re still navigating how best to support both sides.

Balancing The Needs Of The Web Ecosystem

In the early days of modern SEO, Google made an unusual but welcome move by actively engaging with website owners on WebmasterWorld, a leading SEO forum at the time. Interestingly, Gary Illyes himself was once part of this community before becoming a Googler. This outreach was spearheaded by Matt Cutts, who, using the alias “GoogleGuy”, regularly communicated with forum members and responded to their questions, helping bridge the gap between Google and publishers. Other Google employees occasionally gave interviews, but Matt’s consistent presence stood out as a genuine two-way interaction.

Fast forward to today, and that open dialogue has largely faded. Google has shifted back to more one-sided communication, with occasional updates shared via social media, but limited opportunities for back-and-forth discussion.

Part of the reason for this change could be attributed to the SEO community itself. Some individuals have responded harshly or abusively to Googlers online. While this group represents a minority, their behaviour may discourage Google from engaging more openly.

That said, Illyes’ recent mention of the “web ecosystem” is a positive sign. It would be even more reassuring to hear more Googlers — especially leaders like the CEO — explain how they plan to support both users and the creators behind the content that fuels the web. Many in the publishing community feel that Google’s current approach risks becoming unsustainable unless that balance is addressed.