Danny Goodwin of Search Engine Land just released an article (September 19, 2024) that highlights fresh statistics on Google AI Overviews and how they display differently for signed-in and signed-out users, particularly in the retail sector. BrightEdge’s research sheds light on these discrepancies while also comparing referral traffic from two AI tools: SearchGPT and Perplexity.
Key Findings on AI Overviews
According to BrightEdge’s study, users who are not connected into their Google accounts are less likely to get Google AI Overviews, which give summaries of search results. AI Overviews appear 10-20% less frequently for signed-out users across various industries, with ecommerce being the most affected. In the ecommerce industry, AI Overviews display 90% less frequently for logged-out visitors, making it an important aspect for firms, particularly those who rely on organic search traffic.
The split by industry indicates that AI Overviews are triggered 21% less frequently in the education sector, 17% less in B2B tech, and 16% less in healthcare for signed-out users. This move underscores the necessity of tracking these changes, since they might have a big influence on the amount of organic traffic a website receives dependent on whether people are signed in or out.
Impact on Ecommerce
The report also provides special insights for the ecommerce business, which is undergoing significant changes. For example, in August 2024, the number of product carousels climbed by 172% (particularly for clothes searches). Additionally, the use of unordered lists increased by 42% across industries. These advancements are critical for ecommerce businesses that want to optimize for Google AI Overviews and increase their search exposure.
Shifts in Citations
Another conclusion from BrightEdge’s study is a shift in how Google credits sources in its AI Overviews, notably in the healthcare sector. Google appears to prioritize specialist and trustworthy websites above consumer-oriented media. Citations to sites like Verywell Health have decreased, whilst citations to more authoritative domains like Arthritis.org have increased. This trend indicates that Google intends to provide people with more trustworthy and expert material rather than popular consumer-based sources.
SearchGPT vs. Perplexity
Finally, BrightEdge observed that large brands, including Fortune 100 organizations, receive more referral traffic from SearchGPT than Perplexity. SearchGPT is a recent AI search tool introduced by OpenAI on July 25, 2024, and while it is currently in the restricted data phase, its influence is already being seen. BrightEdge does not have particular statistics to provide at the time of publishing, but plans to provide additional information shortly.
Why This Matters
Businesses and marketers should pay careful attention to the progress of Google AI Overviews. As Google refines how it distributes search results depending on user sign-in status and preferences for authoritative sources, businesses may need to change their SEO methods to keep organic traffic. Furthermore, the rise of AI search tools such as SearchGPT creates new potential for increasing exposure in search results.
Credit: This description is based on Danny Goodwin’s original post for Search Engine Land. You can view the original article here.
I’m Voss Xolani, and I’m deeply passionate about exploring AI software and tools. From cutting-edge machine learning platforms to powerful automation systems, I’m always on the lookout for the latest innovations that push the boundaries of what AI can do. I love experimenting with new AI tools, discovering how they can improve efficiency and open up new possibilities. With a keen eye for software that’s shaping the future, I’m excited to share with you the tools that are transforming industries and everyday life.