Google’s AI Overviews Reshape Search Behavior
A year after rolling out AI-generated summaries, Google’s impact on user behavior and search engine optimization (SEO) strategies is clear. According to a BrightEdge study, searches increased 49% year-over-year, but clicks to websites dropped 30%. The main reason? AI-generated summaries provide instant answers within the search engine, reducing the need for users to visit initial pages.
Users now expect quick, accurate answers. This shift challenges content creators and marketers to adapt. They must focus on getting featured in AI Overviews, even if it doesn’t guarantee clicks or explicit recognition. Traditional SEO goals, like ranking high for keywords, are no longer enough.
Changing Search Behavior
The BrightEdge report reveals significant changes in search queries:
- Longer searches (over 8 words) increased sevenfold.
- Technical vocabulary usage rose 48%.
- 89% of AI Overview references come from top 100 organic results.
These changes signal a new era for SEO. Content creators must understand how to get cited by AI and visible in a context where clicks are no longer guaranteed.
Industry Impact
The influence of AI Overviews varies by sector:
- Health and education: 90% of queries are covered by AI Overviews.
- E-commerce: presence dropped from 29% to 4%.
- Tech B2B: increased from 36% to 70%.
- Insurance: rose from 17% to 63%.
- Entertainment: grew from 2% to 37%.
To thrive in this new landscape, businesses must transform their SEO strategies. As BrightEdge notes, “The new rules of search don’t mean giving up what worked, but transforming it.”