AI Overviews: Are They Affecting Your Search Results? — Whiteboard Friday

Jan 17, 2025 03:00 PM - 4 weeks ago 35019

In this video, we analyse 46,000 keywords to uncover wherever AI Overviews are really appearing successful hunt results, which industries are astir affected, and what this intends for your SEO strategy. Using information from STAT, we break down the differences crossed markets, hunt intent, and SERP features to thief you understand if and really AI Overviews effect your vertical.

The stats that I'm sharing coming would alteration importantly depending connected what benignant of keyword corpus you had. So if you've seen different stats elsewhere aliases possibly moreover successful your ain tract successful STAT, that's not excessively surprising. This does alteration a batch by vertical, arsenic I'll screen successful a moment. 

AI overviews and hunt intent

AIOs and hunt intent graph

AI overviews and SERP features

AIOs and the commonality of different SERP features.

AI overviews by marketplace and device

AIOs surgery down by marketplace and instrumentality type

Who is appearing successful AI overviews?

Stats astir the types of links showing up successful AIOs

The past point I want to talk astir is who is really appearing successful AI overviews. 

So astatine the moment, we spot connected mean astir 6.4 links out, truthful links to third-party websites from AI overviews. We presently see location to beryllium 2 types of links successful AI overviews. There's the preview links that look almost for illustration a mini hunt consequence pinch a thumbnail, often an image usually connected the apical right. And past location are small links, usually pinch conscionable a concatenation nexus awesome successful the text, which don't really nexus straight out. You benignant of click connected them, and past it opens a preview box, and past you person to click done again. So if we were to only count the large ones that look for illustration a regular hunt result, it's much for illustration three, 3 links retired per hunt result. 

And similarly, if we look astatine these 6.4 links out, each of them, only astir 52% of those will besides beryllium ranking successful the integrated apical 10 connected the aforesaid keyword. So that's rather a debased overlap pinch regular organic. That suggests that possibly your regular SEO strategies aren't going to work. But again, if we only look astatine the preview links, that goes up to much for illustration 80%. So there's a large quality there. If we're only willing successful those preview links, which are the astir visually evident and the astir nonstop click-through, you person benignant of a overmuch stronger relationship pinch regular integrated ranking. And that hopefully brings america much towards the business we're utilized to pinch featured snippets, wherever these days the measurement to look successful a featured snippet is fundamentally to rank first. 

The different point I want to telephone out, and it's benignant of related to these points above, we do typically spot a lower Domain Authority and Brand Authority for sites that are appearing successful the AI overview, conscionable somewhat than for sites ranking successful integrated apical 10. And that astir apt goes to the truth that they're not ranking successful apical 10, Google is digging deeper successful the SERP to get immoderate of these sites. So it's not astonishing that they execute worse connected immoderate of these stats. 

So what tin we return distant from this? As I said, the main point to deliberation astir is if you are losing clicks, and it's by nary intends to beryllium taken for granted, but if you are losing clicks to AI overviews, what benignant of clicks were they? How does that fresh into your wide strategy? What benignant of channels would you switch them with? Because it's improbable to beryllium azygous passim your funnel. 

And obviously, this affects immoderate kinds of businesses overmuch much than others. If you're a publisher, you mightiness beryllium playing almost exclusively successful informational searches, and if so, that is simply a challenging spot to be. The barroom is decidedly rising for the complexity of a mobility wherever group are expecting to click done to different website. It's thing I've spoken astir before. 

Similarly, if you're trying to rank successful the AI overviews, astatine this point, I would opportunity it's getting progressively to the constituent wherever you're not doing thing typical to do that. I mean, I'm not saying it's easy, but it aligns progressively intimately pinch your regular organic. So hopefully that removes immoderate of the complexity for you. 

I dream that's been useful. I look guardant to your feedback and immoderate different thoughts you mightiness have. Thank you very much.

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