Recent data reveals that Google AI Overviews (AIO) are significantly influencing how technical SEOs and content managers must maintain deep, indexed, and fresh content.
The analysis indicates that deep, specialized content is more likely to be cited than homepage content.
This trend suggests that AIO is becoming more accurate in providing answers, aligning with Google’s recent concepts of Predictive Summaries and Grounding Links shared with marketers at Search Central NYC.
Historically, Google has favored displaying precise answers to queries, a task that homepages generally do not fulfill effectively. BrightEdge’s data reflects the kind of specific linking that Predictive Summaries and Grounding Links exhibit in AIO.
In the first two weeks of March, Google expanded the pixel height of AIO by 18.26%. While some may rightly point out a reduction in the outbound links from organic search results, it’s essential to consider that Google’s AIO still includes outbound links, and these links are contextually relevant and precise.
The increase in AIO size was not uniform across all sectors. Here are the industry-specific growth rates in AI Overview size:
– Travel: +39.49%
– B2B Tech: +37.13%
– Education: +35.49%
– Finance: +32.89%
Strategic Recommendations for SEOs and Publishers
Bright Edge recommends that publishers and SEOs closely monitor performance metrics to track changes in traffic, impressions, click-through rates (CTRs), and total clicks to assess how AI Overviews are affecting traffic trends. It is crucial to identify sales or revenue trends, as these are the most important metrics, rather than just traffic.
While creating citable content can be useful, Google typically summarizes content and then links to where users can explore further. Understanding user trends in your industry has never been more critical; anticipating these trends, especially regarding user search context, is essential. Jono Alderson recently advised targeting users at the beginning stages of the consumer journey to position yourself favorably for AI-driven citations.
The Importance of In-Depth, Specialized Content
Google AIO is showing a preference for deep-linked content, specifically pages that are two or more clicks away from the homepage. Approximately 82.5% of clicks were directed towards these deeper pages, while homepages accounted for less than 0.5% of all clicks.
Moreover, 86% of cited pages were ranked for a single keyword, which is often high-volume, indicating a substantial opportunity for traffic on high-volume keywords. The median keyword volume for citations was 15,300 monthly searches, with 19% of citation-triggering keywords exceeding 100,000 monthly searches.
Implications for Technical SEO and Content Optimization
BrightEdge suggests that comprehensive site indexing is now essential for AI Overviews to ensure that every page is available as a potential source for citation. Even older, overlooked content may gain value, especially if it is reviewed and updated to meet relevance and informational accuracy standards.
For years, Google has been citing deeper content, and the significance of homepages has diminished—except in local search. Currently, homepages represent only 0.5% of clicks from AIO, making it crucial to optimize inner pages.
Key Takeaways
– Google’s AI Overviews are rapidly expanding in visual size on search engine results pages (SERP).
– Industries such as Travel, B2B Tech, Education, and Finance are experiencing the highest growth in AI Overviews.
– AIO predominantly favors deeper, more specific content over homepage content for citations.
– Cited pages in AI Overviews often rank for single, high-volume keywords.
– Technical SEO and comprehensive site indexing are now indispensable for brand visibility in AI-driven search.
– Google’s AI Overviews are not only growing in size but also enhancing the contextual relevance of outbound links to websites. Optimizing for AIO should involve keeping older content fresh and relevant for users.