Google officially released AI Overviews to all US users outside of Labs, with the announcement coming at the Google I/O conference in May 2024. While initially met with backlash due to dangerous, offensive, and sometimes hilariously bad responses, Google dialed down the appearance of AI Overviews. However, recent trends suggest this might be changing.
The Initial Backlash and Subsequent Adjustments
Some third-party tools, like SEMRush, started tracking AI Overview appearance. Following the backlash, Google reduced the frequency of these AI-generated summaries. But according to SEMRush data, there's an indication that Google might be increasing the presence of AI Overviews once again.
Tracking the Increase in AI Overview Appearance
I've noticed that the SEMRush AI Overview sensor for both Desktop and Mobile, across various industries, has shown an increase. For instance, around July 20th, the SEMRush sensor indicated AI Overviews on desktop appeared about 0.25% of the time. By the end of the month, this jumped to almost 2%. Mobile data showed a similar trend, increasing from 1.5% to over 2%.
Across different industries, this pattern holds true or even shows higher percentages. For example, travel-related AI Overviews on desktop have risen from approximately 0.10% to almost 0.70%.
Is Google Testing AI Overviews More?
Is Google testing the waters by slowly dialing up AI Overview queries again? It's hard to say definitively, as Google doesn’t provide any detailed data on AI Overview appearance in GA4 or Google Search Console. Although some third-party tools claim to track this data, I have yet to see a keyword in those systems generate an AI Overview, so the SEMRush tracker is really all we have to go on.
Upcoming Core Updates and Potential Impacts
Google has announced another core update coming soon, possibly within weeks. Could this include an increased frequency of AI Overviews ahead of the holiday shopping season? It wouldn’t be surprising. Historically, Google tends to conduct extensive SERP testing and preparations from the end of summer into fall, especially before the holiday season. Given that this is also an election year, the situation could become even more volatile and complex on the SERP.
Conclusion: Adapting Your SEO Strategy
In light of these potential changes, it’s crucial for SEO professionals to stay vigilant. Focus on creating high-quality, in-depth content that AI can easily summarize. Optimize for featured snippets, using structured data, and engage users with multimedia content. Staying informed and proactive will help you adapt to these evolving trends.
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