New research by BrightEdge offers a snapshot of the kinds of queries that tend to show Google AI Overviews (AIO) and provides insights into the kinds of queries and verticals where AIO are more prevalent.
The findings show dramatic differences in the amount of AI Overviews shown across different verticals in a way that reflects the kinds of queries that are common. This effect works in reverse as well, where some verticals experience less AIO search features.
Is This A Paradigm Shift?
While BrightEdge calls it the greatest paradigm shift in decades, I think that’s understating shifts to Google search in the recent past, not just the ones in 2024. Something that’s not widely understood is that Google Search has been an AI Search engine since at least 2015 with the introduction of RankBrain and other subsequent changes to the backend side of search.
The big change in Search this year is that AI is more obvious on the front-end as a Feature in Search, largely replacing the role that Featured Snippets once played. Perhaps more importantly there may have been an infrastructure change at the beginning of 2024.
BrightEdge Generative Parser
BrightEdge has a technology, called the Generative Parser, which tracks and analyzes patterns in Google’s AI search features. BrightEdge used their Generative Parser to produce research findings about Google’s new AI Overviews (AIO) search feature.
Albert Gouyet, VP of Operations at BrightEdge said this about the BrightEdge Generative Parser:
“It’s fascinating to see the BrightEdge Generative Parser™ giving marketers a front-row seat into how AI in search is developing and giving the community a glimpse into the future. For marketers who rely on organic traffic, early indications suggest that AI will help reach new customers and present new opportunities to create content that serves multiple needs and elevates brand performance.”
What Triggers AIO
BrightEdge’s report indicates that Featured Snippets and questions were likely to trigger the AIO feature. Featured Snippets are answers to questions that are created with direct quotes from websites. BrightEdge found that AI Overviews were more likely to appear when there was also a Featured Snippet.
What Doesn’t Trigger AI Overviews
The research showed that local search queries were the least likeliest to trigger an AI Overview search result. That makes sense because a user is looking for a structured search result (business names, addresses, phone numbers), information that can’t be usefully summarized.