Exploring Google's AI Overviews: Insights from Latest Research

New research conducted by BrightEdge gives us a glimpse into the types of queries that typically trigger Google AI Overviews (AIO). This research also sheds light on the types of queries and industries where AIO are more commonly seen.

The study reveals significant variations in the frequency of AI Overviews displayed across various industries, which correlates with the types of queries that are frequently made. Conversely, some industries have fewer instances of AIO search features.

Is This Really a Paradigm Shift?

While BrightEdge may refer to it as the biggest paradigm shift in decades, I believe that downplays the changes that have occurred in Google search not only in 2024 but in recent years. It is important to note that Google Search has actually been utilizing AI technology since at least 2015 when RankBrain was introduced, along with other updates to the backend of search.

The BrightEdge Generative Parser

The significant shift in Search this year is the increased visibility of AI on the front-end as a Feature in Search, taking over the previous role of Featured Snippets. Additionally, there might have been a fundamental infrastructure change at the start of 2024.

BrightEdge has a technology called the Generative Parser. It tracks and analyzes patterns in Google's AI search features. BrightEdge used their Generative Parser to study Google's new AI Overviews (AIO) search feature.

Albert Gouyet, VP of Operations at BrightEdge, shared his thoughts on the BrightEdge Generative Parser:

AI in Search Development and Future Insights

AI technology, such as the BrightEdge Generative Parser™, provides marketers with a unique opportunity to witness firsthand the evolution of AI in search. This technology not only offers a glimpse into the future but also opens up new possibilities for reaching a wider audience and enhancing brand performance. For marketers focused on organic traffic, early signs indicate that AI will play a crucial role in connecting with new customers and creating content that meets various needs.

Some things that do not trigger AI Overviews include:

• Random snippets of information that are not direct quotes from websites.
• Content that does not provide clear answers to specific questions.
• Lack of a Featured Snippet in the search results.

These factors were found to decrease the likelihood of triggering the AIO feature according to BrightEdge's report.

Local search queries are the least likely to trigger an AI Overview search result. This is because users are typically looking for specific information like business names, addresses, and phone numbers that can't be easily summarized.

Similarly, search queries that generate sitelinks are also less likely to trigger AIO. Sitelinks are related to branded searches and feature multiple links to inner pages of a website. For example, searching for a clothing store may show inner pages for women's clothes, men's clothes, etc. These types of queries are best answered with direct data rather than a summary.

Verticals Most Likely To Contain AIO

When looking at search results that include AI Overviews, we found that the types of results varied depending on the industry or topic, also known as verticals. It's important to note that this doesn't necessarily mean that Google intentionally prioritizes certain verticals for showing more AIO. The visibility of AI Overviews in search results is based on the usefulness of the features. To determine this, Google relies on Search Quality Raters, who evaluate new search features and provide feedback on their effectiveness and relevance.

Healthcare-related search queries often lead to AI Overviews about 63% of the time, which is understandable since these queries are usually seeking information.

On the other hand, B2B technology queries tend to result in AI Overviews about 32% of the time, while Ecommerce search queries trigger AI Overviews around 23% of the time.

Interestingly, restaurants and travel related queries did not tend to trigger AIO results.

AIO Shown Less Often Than SGE

Another fascinating fact is that AIO is activated 20% less frequently compared to Search Generative Experience (SGE) answers.

BrightEdge provided three explanations for why AIO is displayed less often than the experimental SGE.

AI is becoming more accurate in creating useful experiences, suggesting that it is improving in meeting the needs of users. This includes providing summaries, recommendations, and engaging in conversations more effectively.

Google is becoming more proficient at offering accurate answers. Research by BrightEdge highlighted that Google is enhancing its capability to predict further questions by offering AI search summaries that offer more comprehensive responses.

Ever since Google I/O, the distinction between citations in AI and regular results has become less noticeable. Google is making sure that users receive varied results in the two types of searches. Additionally, Google is now fulfilling its commitment to conducting subsequent searches on behalf of the user. AI is starting to predict the next query and provide options before the user even asks. This is particularly common with intent-based queries that start with 'what,' 'where,' and 'how.'

Early Days Of AIO

Many users and news media outlets have criticized Google for the quality of its AI Overviews, leading to trust issues. BrightEdge's report provides a current snapshot of Google AIO, with the possibility of more data in the future as Google's (AI) SERPs continue to evolve.

Featured image by Shutterstock/Marco Lazzarini

Editor's P/S:

The increasing prevalence of Google AI Overviews (AIO) in search results is a significant development that has the potential to revolutionize the way users interact with search engines. By providing comprehensive summaries and insights directly in the search results, AIOs aim to enhance the user experience and make it easier for people to find the information they need.

The study by BrightEdge sheds light on the industries and types of queries that are most likely to trigger AIOs. Healthcare-related queries, for example, frequently result in AIOs, as users often seek detailed information about medical conditions and treatments. B2B technology and Ecommerce queries also commonly trigger AIOs, indicating the potential for these features to support business research and decision-making.