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New research shows that Google’s AI reviews appear in 18% of publisher-related search queries.
In addition, the findings suggest that traditional search ranking factors may be less relevant to content appearing in AI reviews.
Here are more highlights from study published by ZipTie.dev, which analyzes more than 500,000 queries across multiple industries.
Key findings
Data shows that 63% of sources cited in AI reviews are not in the top 10 of traditional search results.
This change illustrates a shift in Google’s strategy, as Rudzki explained:
“In traditional ranking, Google’s job is to send you to pages you’re likely to be happy with. With AI Previews the goal is different, it’s about showing you the best answer.”
The analysis revealed different frequencies of AI views in search results:
- “How much” queries show AI previews 54% of the time.
- Review queries show AI reviews only 9% of the time.
- “What is” queries generate AI views 39% of the time.
The study also notes that Google uses YouTube content in AI previews. This change could give publishers with video strategies more opportunities for visibility.
Questions about authority
Research shows that some publications are featured in AI Reviews, even when the topics are outside their usual areas of expertise.
For example, Business Insider is often cited as celebrity news, while The Times of India is mentioned in health-related discussions.
This trend suggests that traditional ideas about who has authority on a topic are becoming less important.
A look ahead
AI Reviews are now available in over 100 countries and territories. However, their use in the EU is limited due to regulations. Currently, the feature only has a small amount of ads.
The study expects AI Reviews to grow more in the future, but notes two main factors that could slow this expansion.
Rudzki states:
“Google does not place ads in AI reviews, except for very limited use. Once they find a good way to make money, they will likely increase the share of AI Reviews.”
He further notes that user experience remains key:
“Google just can’t put AI views on every keyword. That would mean extremely low satisfaction rates.”
Methodology
The analysis examined more than 500,000 queries across multiple industries between June and December 2024.
The full study and detailed methodology are available via ZipTie.
Featured Image: Under the sky/Shutterstock
