Emerging data from BrightEdge has highlighted significant changes in Google’s search result landscape, particularly with the rise of its AI Overviews feature, which has begun to block organic search results. Introduced in May 2024, this feature has drawn criticism from publishers and SEOs alike due to its potential to hinder traffic and revenue. As the trend of AI Overviews continues to expand, it threatens to occupy an increasingly dominant position within search result pages.
Initial observations show that the AI Overviews feature originally occupied around 600 pixels of screen space. However, by the end of summer 2024, this space had increased to an estimated 800 pixels. If the current trajectory continues, BrightEdge anticipates that Google’s AI Overviews could eventually take up to 1,000 pixels. Notably, the 600 pixels mark is considered “above the fold,” meaning that users are likely to encounter it without needing to scroll, which further underscores its visibility compared to traditional organic search results, also known as “ten blue links.”
The increase in screen space dedicated to AI Overviews appears in tandem with the climbing percentage of queries that display them. In the healthcare sector, which has exhibited the most significant growth, AI Overviews initially appeared in approximately 70% of health-related queries, but this figure has since risen to over 80%. Other areas witnessing notable increases include B2B technology and finance queries, with B2B tech results climbing from around 30% to nearly 50%, and finance-related queries expanding from 5% to as much as 20%.
BrightEdge’s data presents forecasts for various sectors, predicting robust growth in AI Overview coverage. Key projections include finance queries potentially reaching 15-20% by June 2025, while healthcare, B2B tech, and eCommerce queries are expected to maintain or slightly increase their current levels. Emerging sectors such as entertainment, travel, and dining also show potential for dramatic increases in AI Overview presence, suggesting a broader application of this feature across various industries.
In an examination of the evolving nature of AI Overviews, BrightEdge's report elaborates that these AI features are moving from simple definitions to more complex understandings that combine multiple requirements—from location and features to context. By 2025, AI Overviews are expected to adapt further, shifting from merely informational responses to more actionable insights, allowing users to make reservations, bookings, and purchases directly through search results.
Jim Yu, CEO of BrightEdge, provided comments regarding the anticipated shifts in content creation and optimisation that publishers should prepare for in light of these changes. In his insights to the publication, he stated, “Publishers will need to adapt to the complexity of content creation and optimisation while leaning into core technical SEO to guarantee their sites are seen and valued as authoritative sources.” He emphasised the importance of citations as a new ranking factor in the evolving interplay between search and AI.
Over the coming years, marketers are poised to face critical questions about their content strategies, including whether their material is ready to address complex layered user intents and how they can effectively align with Google's evolving requirements. It's noted that as AI Overviews fundamentally transform how users interact with information, publishers must ensure their content is unequivocal and specifically tailored to rank for sophisticated search queries.
Given these developments, Google’s executives, including CEO Sundar Pichai, have indicated a notable increase in the integration of AI assistants, suggesting an ongoing commitment to advancing AI capabilities. This increasing reliance on AI technology raises important questions about the future of traditional search ways and the impending shift in user interaction dynamics.
BrightEdge’s insights on AI Overviews reflect data gathered from their proprietary tools, which routinely assess the performance and impact of AI within digital marketing landscapes. As organisations prepare for these changes, the interaction between AI technology and traditional search strategies will undoubtedly remain an area of focus and transformation in the coming years.
Source: Noah Wire Services