A recent study by Ahrefs reveals the prevalence of AI Overviews in Google search results, with a higher frequency on longer and question-based queries compared to time-sensitive news and local search queries. The majority of AI Overviews appear on informational and question-based searches, while news-related and local queries are less likely to trigger them. Medical Your Money Your Life (YMYL) queries have the highest rate of AI Overview appearance among all categories analyzed.
The research conducted by Ahrefs involved analyzing 146 million search results to identify the types of queries that lead to AI Overview displays. The study examined 86 different keyword characteristics to track the occurrence of AI Overviews. The data highlights the impact of query types on triggering AI Overviews and provides insights for refining search strategies.
AI Overviews are visible in approximately 20.5% of all keywords, but trigger rates vary significantly across different query categories, ranging from as low as 2% to as high as 60%. Longer queries with seven or more words are more likely to activate AI Overviews compared to single-word queries. Similarly, question-based queries result in a higher rate of AI Overview appearances than non-question queries.
The study also reveals distinct patterns based on user intent. Informational queries dominate the appearance of AI Overviews, accounting for nearly all instances, while navigational queries trigger them rarely. Commercial and transactional queries show moderate triggering rates.
Specific categories such as science, health, pets & animals, and people & society exhibit higher rates of AI Overview appearances, whereas shopping and news-related searches have lower triggering rates. YMYL queries related to medical, financial, and safety topics surprisingly show high trigger rates for AI Overviews.
Interestingly, very news-oriented and local search queries have lower rates of AI Overview appearances compared to non-news and non-local searches, suggesting that Google prioritizes accuracy and freshness for time-sensitive content. Branded keywords also show differences in triggering AI Overviews compared to non-branded ones, with generic searches displaying them more frequently.
The study indicates that there is no significant correlation between cost-per-click values and the appearance of AI Overviews in search results. Publishers focusing on informational content are more likely to encounter AI Overview exposure, especially those providing educational materials like how-to guides. Despite concerns about accuracy in health advice, medical content has the highest specific category rate for AI Overview appearances.
Ecommerce and news publishers experience relatively lower disruption from AI-driven traffic compared to informational sites due to lower trigger rates for shopping and news-related queries. Understanding the patterns of AI Overview exposure based on query intent, length, industry category, and question format can help publishers tailor their content strategies effectively.
The data underscores the need for publishers to analyze their keyword portfolios to identify patterns of AI Overview exposure based on category-specific variations rather than assuming a uniform risk across all topics. For a comprehensive analysis of this data, readers are encouraged to refer to the full report by Ahrefs.