A recent research by search industry specialist Rand Fishkin found that Google’s AI overviews had a considerable influence on search traffic, particularly on mobile devices. The study studied millions of Google queries in the United States and the European Union, indicating surprising results from AI integration.
Introduction of AI Overviews and Their Rollback
In May 2024, Google launched AI overviews in the United States. These overviews create summaries for a variety of search queries. However, the function garnered mixed feedback and was cut back before the end of the month. Google said in a May 30 blog post that certain AI overviews were erroneous or misleading, especially for odd searches. To address these concerns, Google made more than a dozen technological modifications.
A follow-up analysis by SE Ranking discovered that the frequency of these summaries has declined, with just 8% of queries now resulting in an AI Overview. However, when these overviews are displayed, they become more extensive, with 25% more material on average. SE Ranking also noticed that AI overviews increasingly refer to fewer sources, often four.
Decline in Mobile Searches
According to Fishkin’s data, the release of AI overviews corresponded with a large reduction in mobile search volume in May. Although PC searches increased somewhat, the drop in mobile searches was significant, given that mobile accounts for approximately two-thirds of all Google inquiries. This shows that when presented with AI-generated summaries, consumers may have been less likely to do searches on their mobile devices.
Fishkin commented on this pattern, claiming that the decrease in mobile searches likely scared Google, forcing the firm to reduce the function. He stressed that a drop in mobile searches would be a huge problem for Google, which is largely reliant on mobile search activity.
Impact on Search Behavior
Despite the decrease in mobile searches, the study discovered that total search behavior remained largely consistent during the AI overviews implementation. Clicks per search on mobile devices climbed marginally, while desktop clicks per search stayed constant. This suggests that, while some users may have been prevented from conducting searches, those who did interact with AI overviews continued to click on results at a comparable or slightly greater rate as previously.
Implications for Google and the Search Industry
The research focuses on the issues Google encounters when adding AI-generated content into its search results. Furthermore, the study revealed additional worrying tendencies in Google search behavior: In the United States, only 360 out of every 1,000 Google searches result in clicks to non-Google websites, whereas in the European Union, the proportion is somewhat higher at 374 per 1,000 searches. Nearly 60% of searches in both regions conclude without a click, known as “zero-click searches.” Furthermore, around 30% of clicks from US searches are directed to Google-owned domains, with a somewhat lower share in the EU.
Why This Matters
This study highlights the need of adaptive SEO strategy. As an industry, we mayGoogle AI overviews, mobile search decline, AI integration, SEO strategies, Rand Fishkin study, search volume, AI-generated content, search behavior, zero-click searches, click-through rates, SE Ranking, Google search trends, AI technology, mobile search trends, desktop searches, Google self-referral traffic, technical improvements, SEO industry, AI in search, search engine optimizationsee a move toward optimizing for zero-click searches and diversifying traffic sources outside Google. The findings also call into doubt the future of artificial intelligence in search. While big IT corporations continue to invest in AI technology, this study indicates that their application may not always provide the desired outcomes.
Original Source: Southern, M. G. (2024, July 3). Google’s AI Overviews Coincide With Drop In Mobile Searches. Search Engine Journal. Retrieved from SEJ. You can check out the full article here.
Hi, I'm Voss Xolani, and I'm passionate about all things AI. With many years of experience in the tech industry, I specialize in explaining the functionality and benefits of AI-powered software for both businesses and individual users. My content explores the latest AI tools, offering practical insights on how they can streamline workflows, boost productivity, and drive innovation. I also review new software solutions to help readers understand their features and applications. Beyond that, I stay up-to-date with AI trends and experiment with emerging technologies to provide the most relevant information.