A new study by search industry expert Rand Fishkin found that Google's release of its AI review in May caused a significant drop in search volume, particularly on mobile devices.
The study, which analyzed millions of Google searches in the United States and the European Union, highlighted the unexpected consequences of AI integration.
AI review rollout and reversal
In May 2024, Google rolled out AI Overview in the United States, which generates summaries of many search queries.
However, the feature received a mixed response and was quickly dialed back by the end of the month.
In a blog post published on May 30, Google acknowledged inaccurate or unhelpful AI assessments, particularly for unusual queries.
Google says it has made more than a dozen technical fixes to its systems in response.
A subsequent study of SE Rankings found that the frequency of these summaries has decreased, with only 8% of searches now triggering an AI review. However, when displayed, these reviews are now longer and more detailed, with 25% more content on average.
SE Ratings also noted that after expansion, AI reviews are typically linked to fewer sources, typically around four.
Decline in mobile searches
Fishkin's analysis shows that the introduction of AI overviews coincided with a marked decline in mobile searches in May.
While desktop searches saw a slight increase, the decline in mobile searches was significant, considering that mobile accounts for nearly two-thirds of all Google queries.
This finding suggests that users are less inclined to search on their mobile devices when exposed to AI-generated summaries.
Fishkin commented:
“The most visible changes in May were shared by both the EU and the US, notably… mobile searches dropped significantly (if anything scared Google into pulling back the feature, I But I will invest my money).
He adds:
“If I were running Google, the decline in mobile searches (remember, mobile accounts for about 2/3 of all Google queries) would scare me from worshiping stock prices.”
Effect on overall search behavior
Despite the decline in mobile searches, the study found that search behavior remained relatively stable during the rollout of the AI review.
The number of clicks per search on mobile devices increased slightly, while desktop clicks per search remained flat.
This shows that while some users may be deterred from starting a search, those who engaged with the AI review still clicked on results at the same or slightly higher rate than in previous months.
Implications for Google and the Search Industry
The study highlights the challenges Google faces in integrating AI-generated content into its search results.
Additionally, the research found other related trends in Google search behavior:
- Lower click-through rates.: Only 360 out of every 1,000 Google searches in the US result in clicks to non-Google websites. The EU fares slightly better with 374 clicks per 1,000 searches.
- Zero Click Searches Dominate: About 60% of searches in both regions end without a click, classified as “zero-click searches.
- Google's Self-Referral Traffic: About 30% of clicks from US searches go to Google ownership, with a somewhat lower percentage in the EU.
Why SEJ cares.
This study emphasizes the need for adaptive SEO strategies.
As an industry, we may need to focus on improving zero-click searches and diversifying traffic sources beyond Google.
The findings also raise questions about the future of AI in search.
While major tech companies continue to invest in AI technologies, this study suggests that implementation may not always yield the expected results.
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