Fewer AI Overviews, More Citations: Google’s New Search Strategy

Google has made a major change by reducing the presence of AI Overviews (AIOs) across its search results, cutting them by approximately two-thirds. This decision comes after user feedback and a PR backlash, aiming to improve the accuracy and reliability of search results by incorporating more citations from credible sources.

Google’s Bold Move

One month, after Google introduced AI Overviews, Kevin Indig’s analysis of 1,675 queries, revealed an 8.9% decrease in organic clicks when a domain was cited in AIOs compared to regular search results. This prompted further investigation into the structure and performance of AIOs. 

The findings showed that while AIOs initially confused users with slightly different answers than Featured Snippets, Google has since scaled back its deployment across almost every industry.

Research Reveals Major Changes in AIO

The data, drawn from sources such as Semrush Sensor, indicates significant reductions in AIOs within specific sectors:

• Health: -3.7% on desktop, 1.3% on mobile
• Science: -1% on desktop, -2.6% on mobile
• People & Society: -2% on desktop, -3.9% on mobile

I just updated my research on Google AI Overviews across 1,675 keywords and found:

1. 2x more citations (last 30 days)

2. 2/3 fewer AIOs on average across all industries, 50% fewer in the health space

3. Reddit and Wikipedia are cited more often but still relatively seldom pic.twitter.com/hAh304w4VR

— Kevin_Indig (@Kevin_Indig) July 1, 2024

The research also revealed that Google’s reduction in AIOs was particularly notable for queries with lower search volumes. Despite this, no clear pattern emerged across user intent or SERP features. 

Interestingly, the frequency of domain citations in AIOs increased from 25% to 31%, suggesting a higher reliance on credible sources. This implies that while AIOs are less frequent, they are now more focused on referencing authoritative content.

AIOs Depend on Top-Ranked Web Results for Snippets 

Detailed analysis shows that AI Overviews frequently rely on the top-ranking web results for their text snippets. 

For instance, searches for ‘hair growth products’ and ‘best hair growth products’ produce nearly identical AIOs, with differences mainly in the cited sources and product lists. 

Google treats these product searches similarly, extracting information from the highest-ranked web pages to create its AIO content.  A clear example of this is seen with “rosemary oil for hair growth,” where the AIO text is largely drawn from the #1 result on MedicalNewsToday, then restructured to fit the overview format.

AIOs Now Include More Citations

Following the PR backlash, one way Google has improved the accuracy of AIOs is by increasing the number of citations. 

The average number of citations in AIOs has increased from 15 to 32 in the sample of 1,675 keywords analyzed, with credible sources like Reddit and Wikipedia cited more often.

This increase in citations helps enhance the reliability of AIOs, providing users with more sources to verify the information.

AIOs and Featured Snippets Continue to Co-Exist 

AIOs and Featured Snippets often appear together in search results, sometimes confusing users. For informational queries such as ‘dht’ or ‘does creatine cause hair loss,’ Google mirrors the answer in the Featured Snippet while providing a more detailed AIO response. 

This coexistence can make the Featured Snippet appear less trustworthy when the AIO offers a more comprehensive answer.

The Evolution of Google’s Search Features 

The introduction of AIOs was part of Google’s broader effort to integrate AI and machine learning into search results, enhancing user experience by providing comprehensive answers directly within the search interface. 

However, initial user feedback highlighted issues with the accuracy and reliability of AIO-generated answers, leading to the current reduction in their use.

Future Outlook: Predictions for Google’s Search Strategy 

Google’s increased emphasis on incorporating more citations within AI Overviews highlights a solid commitment to transparency and reliability. The average number of citations in AIOs has risen from 15 to 32, including reputable sources like Reddit and Wikipedia. This trend will continue as Google balances AI-generated content with traditional web search results.

Website owners and SEO professionals must now focus on producing high-quality, authoritative content that can be cited in AIOs. The evolving nature of AIOs necessitates staying updated with the latest SEO practices and monitoring changes in search result features to maintain organic traffic.

Actionable Insights

These strategies will help you keep your site visible and effective in light of Google’s changes:

1. Enhance Content Quality: Focus on creating in-depth, well-researched content that can be cited by AIOs. This increases the likelihood of your site being referenced in AI-generated overviews.
2. Monitor Search Trends: Regularly analyze search result changes and adjust your SEO strategies accordingly. Pay attention to which queries feature AIOs and how they affect your site’s visibility.
3. Leverage Credible Sources: Ensure your content includes references to credible, authoritative sources. This not only boosts your site’s reliability but also aligns with Google’s emphasis on accurate information.
4. Adapt to Design Changes: Be aware of subtle design changes in search result features, such as the placement of citation carousels. Optimize your content to increase click-through rates from these features.
5. Stay Informed on AI Developments: Keep up with Google’s AI advancements and how they impact search results. This knowledge will help you anticipate changes and adapt your strategies proactively.

Key Takeaways

• Google has reduced AI Overviews by approximately two-thirds across all industries.
• The reduction followed user feedback and a PR backlash, aiming to improve accuracy and reliability.
• AIOs now feature more citations, with a higher reliance on credible sources like Reddit and Wikipedia.
• Featured Snippets and AIOs co-existing can sometimes confuse users, affecting click-through rates.
• Website owners and SEO professionals should focus on creating authoritative content and staying updated with search trends.