According to the latest data from BrightEdge, an enterprise SEO platform, Google’s AI Overviews in search results have experienced a roller-coaster of changes in recent months. In July, the visibility of AI Overviews saw a noticeable rise, reaching 12%, only to fall back to 7% by the end of the month. This fluctuation pattern continues to be a significant topic of interest for SEOs and content creators.
You may have noticed the presence of Google’s AI Overviews in your search results. These AI-generated answers have been gaining a stronger foothold, especially compared to June, when they were less visible. However, it’s important to note that this isn’t the first time these overviews have seen such visibility. In May, they appeared in a notable 15% of search queries, indicating that the current 12% still reflects a decline from earlier levels.
The ongoing volatility of AI Overviews highlights an unresolved challenge for Google. The search giant continues experimenting with different formats, including citations and the amount of space these AI-generated answers occupy on the search results page. As a content creator or SEO specialist, this instability is likely concerning, as it directly affects how your content appears in search results.
Decrease in visibility for specific queries
Despite the initial growth in visibility, AI Overviews have seen a reduction in certain areas. According to BrightEdge’s tracking data, AI-generated answers are no longer appearing for travel and entertainment-related queries. Additionally, AI Overviews now occupy 12.5% less vertical space on Google’s search results pages.
In July, AI Overviews became less likely to show up for general product searches, brand-specific queries, and basic how-to questions. Specifically, healthcare-related searches saw fewer AI-generated results, particularly for keywords related to rare, genetic, and complex disorders. Nevertheless, healthcare remains the sector with the highest presence of AI Overviews, even though its share has dropped from 68% to 61%.
Increase in specific search areas
On the other hand, certain types of queries have seen a significant rise in AI Overviews. Salary-related searches, such as those for “nurse salary” or “human resources manager salary,” experienced a substantial increase, with AI Overviews appearing in 85% of such queries in July, up from just 7%.
Similarly, AI Overviews were more frequently shown for complex technical keywords, long-tail keywords, and searches focused on specific product features. This suggests that Google’s AI is fine-tuning to provide more detailed and specific answers.
Interestingly, the overlap between AI Overviews and traditional search results has increased overall. Pages ranked in positions 31–100, in particular, saw a general rise in overlap, occasionally exceeding 3%. However, citations were decreased for the top 10 results, with some notable sources such as Wikipedia, the CDC, USA Today, and Forbes losing citations by significant margins.
The data from BrightEdge also reveals that AI Overviews were present in 45% of B2B tech queries for most of July, an increase from 29%. However, there was a sharp decline towards the end of the month, highlighting the volatility in this area. Education-related queries followed a similar pattern, rising from 16% to 38% before experiencing a steep drop.
Other sectors, like insurance and finance, saw fluctuating visibility. Insurance queries peak at 35% in the second half of July before dropping significantly. Meanwhile, E-commerce queries saw an increase in AI Overviews from 11% to 17%, though this was accompanied by considerable volatility as the month progressed.
What does this mean for you?
As Google continues to refine its AI-generated content, it’s crucial to stay informed about these changes. The volatility in AI Overviews could impact your search rankings and visibility, making it more critical than ever to adapt your SEO strategies accordingly. Whether you’re focussing on content creation, keyword targeting, or ensuring your site remains authoritative, understanding how Google’s AI Overviews behave will be key to maintaining your presence in search results.