Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, is here with us to discuss the findings of a recent study on the impact of inclusion in Google’s AI Overviews on web traffic. This interview will cover the study’s general impact, specific findings, differences in query types, the overall importance of AI Overviews, real-world implications, and details about her role and motivations behind the research.
Can you explain what your study revealed about the impact of being included or excluded from Google’s AI Overviews on webpages?
Our study found that webpages significantly benefit from being included in Google’s AI Overviews, with increased traffic regardless of their original ranking. Conversely, webpages excluded from these overviews experience a notable loss in traffic.
How do AI Overviews affect traffic for top-ranked versus lower-ranked webpages?
AI Overviews can shift traffic patterns substantially. For top-ranked pages, especially those with transactional queries, inclusion results in significantly more clicks. Lower-ranked informational and transactional pages also benefit, but the increase in traffic is even more pronounced for those in lower positions.
How many more clicks do top-ranked transactional query webpages receive when included in AI Overviews compared to those that are excluded?
Top-ranked transactional query webpages included in AI Overviews receive 3.2 times as many clicks as those that are excluded.
What is the impact on lower-ranked informational query webpages when they appear in AI Overviews versus when they don’t?
Lower-ranked informational webpages that appear in AI Overviews have twice as many clicks compared to those on SERPs without AI Overviews.
For lower-ranked transactional queries, how many more clicks do webpages in AI Overviews receive compared to those that are not?
Lower-ranked transactional queries see a significant boost, with webpages in AI Overviews receiving 3.6 times more clicks than those excluded from AI Overviews.
Did your study find any differences in how AI Overviews impact traffic based on whether the query was informational or transactional?
Yes, our study found differences based on query intent. Informational queries saw AI Overviews diverting traffic from pages in Positions 1-2 to those in Positions 3-10. For transactional queries, all pages on Page 1 of Google benefited, regardless of their position.
How do AI Overviews affect traffic for webpages in Positions 1-2 versus Positions 3-10 for informational queries?
For informational queries, AI Overviews tend to divert traffic from the top 1-2 positions to pages ranked 3-10. This means that previously lower-ranked pages see a significant increase in traffic when included in AI Overviews.
What impact do AI Overviews have on transactional webpages, regardless of their position on Google’s first page?
Transactional webpages benefit across the board from inclusion in AI Overviews, with increased traffic noted for any position on the first page of Google.
Why should businesses that have relied on top positions in Google SERP be concerned about the presence of AI Overviews?
The presence of AI Overviews alters searcher behavior, meaning that traffic isn’t guaranteed even for top-ranked pages. Businesses that have relied on top SERP positions may find their traffic diminished if excluded from these AI Overviews.
What are the measurable, significant harms of being excluded from AI Overviews?
Being excluded from AI Overviews can result in notable declines in traffic. This loss directly impacts visibility, click-through rates, and ultimately revenue, especially for businesses that heavily depend on organic search traffic.
Can you provide details on how Chegg has been impacted by AI Overviews, leading them to sue Google?
Chegg has experienced a significant drop in traffic and revenue, which they attribute to the inclusion of AI Overviews. This impact has been severe enough to lead them to pursue legal action against Google.
What insight did NerdWallet’s CEO share regarding the impact of AI Overviews on traffic to their non-commercial pages?
Tim Chen, CEO of NerdWallet, mentioned that AI Overviews have effectively answered simple educational questions, thereby reducing traffic to their non-commercial pages.
How has Ziff Davis analyzed the impact of AI Overviews on their query click-through rates?
Ziff Davis found that AI Overviews were present in just 12% of their top queries and noted no material aggregate impact on performance, suggesting that the overall click-through rate remained unchanged despite the presence of AI Overviews.
Could you provide a brief introduction to yourself and describe your role at Search Engine Land?
Sure. I’m Anastasia Braitsik, a specialist in SEO, content marketing, and data analytics. At Search Engine Land, I focus on reporting and analyzing trends and developments in digital marketing to provide insights that help businesses navigate the evolving search landscape.
What were the key motivations and goals behind conducting this study on AI Overviews?
The main motivation was to understand how AI Overviews are changing search traffic dynamics and what implications this has for businesses. Our goal was to provide actionable insights that could help companies adapt their strategies to maintain or improve their search visibility and traffic.
What can we expect to learn from your full report titled “Exploring the Impact of AIOs on Web Traffic”?
The full report dives deeper into the quantitative impacts of AI Overviews on web traffic, providing detailed analyses and case studies. It offers comprehensive insights on how different types of queries and webpage rankings are affected, along with strategic recommendations for optimizing presence in AI Overviews.
Do you have any advice for our readers?
Absolutely. Stay informed and adaptable. The landscape of SEO and digital marketing is continuously evolving, particularly with advancements in AI. Focus on creating high-quality, valuable content that meets users’ needs and consider optimizing your strategies to gain inclusion in AI Overviews. It’s essential to remain proactive and regularly review your SEO practices to stay competitive.
