Since their inception, Google AI Overviews have experienced a rollercoaster of visibility and relevance within search results. This volatility has sparked both interest and concern among SEOs and content creators, challenging their ability to optimize content effectively. The most recent data from BrightEdge vividly illustrates the ongoing fluctuations and highlights the hurdles Google faces in refining and stabilizing this feature.
In May, AI Overviews made a significant appearance in 15% of queries, signaling a strong presence in Google’s search results. By June, visibility had waned, only to climb back to 12% in July. However, this resurgence was ephemeral, with visibility plummeting to 7% by month’s end. This cyclical pattern of ascent and decline underscores the inherent instability of AI Overviews.
The erratic presence of AI Overviews poses a considerable concern for SEOs and content creators. These professionals rely on consistent search result formats to optimize content accurately. The unpredictability of AI Overviews complicates efforts to forecast content display and ranking. This volatility suggests that Google has yet to achieve an optimal balance in integrating AI-generated answers into its search results.
A notable trend in AI Overview visibility is the decrease for certain query types. BrightEdge’s Generative Parser indicates that AI Overviews no longer appear for travel and entertainment queries. Additionally, the vertical space occupied by AI Overviews in Google’s search results has diminished by 12.5%. In July, AI Overviews were less likely to appear for general product searches (e.g., “shoes,” “furniture”), brand-specific queries (e.g., Google, Apple), basic how-to queries (e.g., “how to do,” “how to find”), and healthcare searches related to “rare,” “genetic,” and “complex” disorders, although healthcare still maintained the highest number of AI Overviews at 61%, down from 68%.
Conversely, certain query types have seen a remarkable increase in AI Overview visibility. Salary-related queries (e.g., “nurse salary,” “human resources manager salary”) saw a dramatic rise from 7% to 85% in July. AI Overviews were also more frequently shown for complex technical keywords (e.g., “confirmatory factor analysis”), long-tail keywords (e.g., “types of data analysis”), and specific product features (e.g., “gooseneck electric kettle”).
The overall overlap of AI Overviews with Google’s search results has grown, particularly for pages ranking in positions 31-100, occasionally exceeding 3%. However, citations from top 10 results have decreased, with notable spikes observed. Pages ranking in positions 11-30 experienced the most stability, though some fluctuations were still present. BrightEdge’s data also underscores significant fluctuations in the sources cited by AI Overviews, with notable declines for websites such as Wikipedia, CDC, USA Today, and Forbes.
The ongoing volatility of Google AI Overviews remains a significant challenge for SEOs and content creators. As Google continues to test and refine this feature, the fluctuating presence highlights the complexity of integrating AI-generated content into search results. While some query types have benefited from increased visibility, others have seen substantial declines, complicating predictions about the future trajectory of AI Overviews. The rise, fall, and repeat cycle of Google AI Overviews indicate an unsolved issue that demands continuous attention and adaptation.
