Google Is Now Reducing AI in Search Results, According to New Research

BrightEdge, a leading AI-powered SEO platform, has released new research on how Google's AI Overviews—and AI in general—are impacting search.

Impact of AI Overviews

During Google I/O, the introduction of AI overviews was highlighted as having the most immediate impact on search. This represents a significant shift in Google's $150 billion business. Previously, search engines provided information and links, but now Google promises to do all the searches for you, summarize the results, and even provide opinions.

Current Trends in AI and Search

Research from BrightEdge shows that search results powered by AI decreased from 75% to 35%. There was a significant spike in "No SGE" (Search Generative Experience) in mid-April, and this trend continues as Google experiments with smaller display sizes. The goal is to deliver valuable answers more effectively.

Reduction of AI in Search Results

BrightEdge's Generative Parser™ revealed that Google has reduced AI in search results from 84% to under 15%. This reduction aims to minimize the risk of incorrect AI answers while refinements are made. These numbers fluctuate daily, indicating ongoing experimentation.

Industry-Specific Impact

Certain industries are seeing varying impacts from AI Overviews:

• 63% of keywords in healthcare show an AI Overview.
• 32% in B2B Tech.
• 23% in Ecommerce.
• Restaurants and travel show very few AI Overviews.

Google's AI Strategy

Google is refining its AI-generated answers to ensure better accuracy. They are scaling down AI-generated answers in search results, limiting the use of social media posts as source material, pausing answers on health-related topics, and adding restrictions for certain queries. AI engines are evolving into answer + experience engines, providing opinions on the best sources of information.

The Future of SEO with AI

AI in search means that optimizing for one keyword no longer works. AI provides multiple, predictive answers based on the consumer's potential queries. Understanding topical, conversational, and multiple intent-based queries is crucial moving forward. The relationship between AI and search will accelerate, getting exponentially better over time.

Practical Advice for Brands

Brands need to continue creating quality content and optimizing websites. Key strategies include:

• Ensuring authority: Use Schema markup to help AI and search engines understand your content.
• Predictive content: Anticipate and answer the next questions your customers might have.
• Validation: Back up your content with third-party validation, including reviews and testimonials.

AI in Search Results

The integration of AI into search is causing significant changes. Marketers must adapt to new search behaviors and continue creating content that positions their brand as a trusted source. The relationship between AI and search will only grow, and those who embrace these changes will stay ahead.