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AI Overviews: Are They Affecting Your Search Results? — Whiteboard Friday



The last thing I want to talk about is who actually appears in AI reviews.

So at this point we’re seeing an average of about 6.4 links, so links to third-party websites from AI reviews. We currently believe that there are two types of links in AI reviews. There are preview links that look almost like mini search results with a thumbnail, usually an image in the upper right corner. And then there are the little links, usually just a chain link symbol in the text, that don’t actually link directly. You kind of click on them and then a preview box opens and then you have to click again. So if we only counted the big ones that look like normal search results, it would be more like three, three links per search result.

And similarly, if we look at these 6.4 links, all of them, only about 52% of them will also rank in the organic top 10 for the same keyword. So that’s quite a bit of overlap with regular organic. This suggests that your usual SEO strategies may not work. But again, if we look at just the preview links, it goes up to over 80%. So there is a big difference there. If we’re only interested in those view links, which are the most visually obvious and the most directly clickable, you’ve got a much stronger correlation to normal organic rankings in a way. And that hopefully brings us closer to the situation we’re used to with featured clips, where these days the way to get featured is basically to rank first.

The other thing I want to point out, and it’s kind of related to these points above, we tend to see lower Domain authority and Brand authority for sites that appear in the AI ​​review, just slightly more than for sites that rank in the top 10 organic. And this is probably due to the fact that they are not ranked in the top 10, Google digs deeper into the SERP to get some of these pages. So it’s no surprise that they perform worse on some of these statistics.

So what can we take from this? Like I said, the main thing to think about is whether you’re losing clicks, and that can’t be taken for granted, but if you’re losing clicks because of AI review, what were those clicks? How does this fit into your overall strategy? What channels would you replace them with? Since it is unlikely to be uniform throughout the flow.

And obviously, it affects some types of business much more than others. If you’re a publisher, you may be playing almost exclusively in informational searches, and if so, that’s a challenging place to be. The bar is definitely raised by the complexity of the question where people expect to click on another website. That’s something I’ve talked about before.

Similarly, if you are trying place in AI reviewsat this point, I’d say it’s increasingly getting to the point where you’re not doing anything special to do it. I mean, I’m not saying it’s easy, but it’s getting more along the lines of regular organic. Hopefully that removes some of the complexity for you.

I hope it was useful. I look forward to your feedback and any other thoughts you may have. Thank you very much.



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