Intro
A recent study has uncovered that the rollout of Google’s AI overviews in May coincided with a notable decrease in mobile search volume, prompting Google to scale back the feature.
Key Findings:
1. AI Overviews and Mobile Search Decline:
- The introduction of AI overviews led to a significant drop in mobile searches.
- Google responded swiftly to user feedback and technical errors by reducing the prevalence of AI overviews.
2. Study Insights:
- Conducted by search expert Rand Fishkin, the study analyzed millions of searches across the US and EU.
- Nearly 60% of Google searches end without any clicks, highlighting a trend towards "zero-click searches."
3. Rollout and Reversal:
- In May 2024, Google launched AI-generated summaries for search queries in the US.
- By the end of the month, due to mixed reactions and inaccuracies, Google scaled back the feature.
- Subsequent adjustments included making AI overviews more detailed and linking to fewer sources.
4. Impact on Mobile Searches:
- Fishkin’s analysis indicated a marked decline in mobile searches following the AI overviews rollout.
- Desktop searches saw a minor increase, while the mobile search drop was significant, considering mobile searches constitute nearly two-thirds of all Google queries.
5. Overall Search Behavior:
- Despite the dip in mobile searches, overall search behavior remained stable.
- The number of clicks per mobile search slightly increased, while desktop clicks per search stayed flat.
6. Implications for Google and the Search Industry:
- The study reveals the challenges Google faces with AI integration in search results.
- Other notable trends include:
- Low Click-through Rates: Only 360 out of every 1,000 US searches lead to non-Google website clicks, with the EU slightly better at 374 per 1,000.
- Zero-click Searches: Nearly 60% of searches in both regions end without any clicks.
- Self-referral Traffic: Approximately 30% of clicks from US searches go to Google-owned properties.
Why This Matters for SEO
This study highlights the need for flexible SEO strategies. With the rise of zero-click searches and AI integration, there's an increasing necessity to optimize for these trends and diversify traffic sources beyond Google. As AI continues to evolve, its impact on search behavior must be closely monitored to adapt SEO tactics accordingly.
