Longtail keywords are becoming critical as search becomes more conversational with the advent of AI chat. Learn what longtail keywords are and how to win them here

Why are Long Tail Keywords Important?

A long tail keyword is a phrase that is generally made from three to five words. Since these keywords are more specific than generic terms, they allow you to target niche demographics. These keywords are also less competitive than generic keywords because they are designed to better reflect how people make queries. With long tail keywords, you are able to attract more high-quality traffic to your website which is more likely to lead to conversions.

During the customer journey, long tail keywords become more important as their journey evolves. Typically, users begin with a simple search and as the search engines guide them to solving their pain point, their searches become more detailed. This is where long tail keywords will become important to separate your brand from your competition. 

BrightEdge Generative Parser reveals that as of January 2025, 35% of AI Overview results now handle multiple search intents simultaneously, with projections showing this could reach 65% by Q1 2025. This means users increasingly combine multiple aspects of their journey into single, detailed searches - making long tail keywords that address specific combinations of needs more valuable than ever.

Are long tail keywords important for SEO?

Over 70% of search queries are made using long tail keywords. This has become particularly prevalent with people using voice search more often. People now generally enter queries into Google using the same types of phrasing as they do when they are speaking with a friend. This is called natural language. Using long tail keywords, therefore, makes your content more likely to draw these users into your website and begin the process of the buyer’s journey. In addition, generative AI such as that found in Google’s AI Overviews are expanding the ways long tail keywords can be used to pinpoint conversational search patterns. As AI enables users to combine multiple intents, the way they use long tail keywords becomes vital in earning citations from these engines. You can learn more about Google SGE in our Ultimate Guide to AI Overviews!

Long tail keywords being comprised of a few words makes them much more specific. This means that both users and site owners generally receive better results. Brands receive traffic that is more closely aligned with their content, which will improve their ability to effectively bring new customers into the sales cycle. Customers also receive content that is more closely aligned with their objective, making them happier.

The specificity of long tail keywords also means that there is less competition for each keyword phrase. Brands can better customize their specific keywords for what they provide users.

Long Tail Keywords: Strategic Importance in AI Search

The rise of AI-powered search has fundamentally shifted how users interact with search engines, making long tail keywords more valuable than ever for SEO practitioners. According to BrightEdge Generative Parser data, search queries that trigger AI Overviews have become increasingly conversational, growing from an average of 3.1 words in June 2024 to 4.2 words by year's end. This shift reflects a growing user comfort with more natural, detailed search patterns that align perfectly with long tail keyword strategies.

For SEO practitioners, this evolution presents a unique opportunity. Rather than competing directly with major brands for broad keywords, long tail optimization allows websites to earn citations in AI search results by providing complementary, specific information. BrightEdge Generative Parser data shows that AI Overviews are now pulling from a significantly broader range of sources - up to 151% more unique websites for complex B2B queries and 108% more for detailed product searches. This means that websites optimizing for specific, detailed long tail phrases have an increased chance of being cited in comprehensive AI-generated responses.

This democratization of citations in AI search results means that digital marketers and SEO’s can focus on developing deep, specific content that answers particular aspects of user queries, rather than trying to compete for broad, highly competitive terms. By targeting the natural language patterns that users increasingly employ in their searches, websites can position themselves as valuable sources of specific information that AI systems will reference when building comprehensive responses to user queries.

Long tail keyword example

Depending on the topics your site creates content around and how many pages you have, you will want to collect a pretty large relevant list of long tail keywords that you can use throughout your site. It's not realistic, or SEO-healthy, for you to optimize your site for the same keywords on every page, therefore you'll need a running list of great keywords.

If you're a local brand looking for local foot traffic, adding "near me" to your long tail keywords is a good practice. For example, long tail keywords including "organic coffee shops near me" or "buy Guiana chestnut plant near me" are both good examples of when a user is at the final stages of their buyer journey searching via long tail queries. Using specific keywords like "organic coffee shop" and "Guiana chestnut plant" will help you to rank better as they're further from common keywords bigger brands are trying to rank for.

Researching long tail keywords

1. Build your buyer personas and map them to customer journeys.
2. Use this information to help you identify topics that your personas will want to see at each stage of their journey.
3. Leverage your own query research via search engines by typing a simple search into the search bar and see what keywords autofill into long tail keywords. These keywords are what users are searching for and you should optimize for them. You can see to the right that we typed "best seo" into Google. Long tail keywords autofilled to show us what users are most often looking for when it comes to "best seo."
4. Use keyword technology, like the BrightEdge Data Cube X, to identify the relevant keywords that you can best rank for that also have high traffic rates.
5. Monitor your success with your keywords, looking closely at your traffic and engagement rates. This will tell you how many people you are attracting and how well your content is answering the need of their query.

Long-tail keywords are valuable tools for those looking to optimize their content and attract more relevant visitors. The better you are able to better understand your users, the better you will be able to meet their needs and bring in new customers for your organization.

We're barely into 2025, and the transformation of search through AI is already reshaping how users discover and consume content. At BrightEdge, we're closely monitoring these developments to help marketers not just adapt, but thrive in this dynamic landscape. As AI-driven experiences become integrated into search engines like Google and Bing, and AI-first search engines like ChatGPT Search and DeepSeek gain momentum, the question on every marketer's mind is clear: How do we optimize for AI search without abandoning everything we know about SEO?

The good news? You don't need to rewrite the entire playbook. AI search still aims to deliver the best possible answer to a user's query—just as traditional search engines do. However, there are new dimensions to ranking, indexing, and retrieval that require strategic adaptation. Our analysis reveals four critical areas you need to focus on to ensure your content remains visible and influential in AI-generated responses.

The Shifting Search Landscape

Before diving into strategies, let's examine what's changing:

• AI search engines are experiencing significant adoption: ChatGPT is gaining traction rapidly, representingapproximately a $4 billion shift in the search market, even as Google maintains dominant overall market share.

• AI Overviews are consuming more SERP real estate: The average AI Overview result has expanded to 1,000 pixels tall—a 50% increase since August 2024—pushing traditional organic results further down the page.

• New AI-first search engines like DeepSeek are emerging: These platforms prioritize contextually rich answers with transparency and efficiency, signaling a shift toward more sophisticated AI-driven retrieval models.

With these changes in mind, here are the four essential strategies to ensure your content is indexed, cited, and surfaced effectively in AI search environments.

1. Focus on the Follow-Up: Structure Content for Multi-Step Search Journeys

Traditional SEO optimizes for single queries—someone searches, finds an answer, and clicks through. AI search works differently. It anticipates the next question a user might ask, often chaining multiple queries together to provide context-rich, multi-step answers.

Strategic Implications for Marketers

Rather than just answering one question, structuring your content to support deeper exploration and contextual relationships between topics may increase your visibility in AI-generated responses. Consider these approaches:

• Thinking beyond single queries: AI connects related topics, so your content should naturally guide users to their next question through internal links and logical content progression.

• Providing layered, contextual information: Content that explores a topic holistically may increase your chances of being cited in AI responses, as it potentially addresses multiple related queries in one resource.

• Using natural language and question-based formatting: As AI is anticipating questions people would have, building content around these questions, incorporating elements from things like the “People Also Ask” results in Google, can ensure your content is covering bases that AI may try to address. 

For BrightEdge users, Copilot for Content Advisor helps identify the most common questions around a topic that AI may anticipate, and even generates configurable first drafts. Focusing on these related questions is critical to ensure your content is as citable as possible.

2. Give AI Hints About Your Content: Leverage Schema Markup

AI models process content differently than humans do—they analyze structured signals. While there's no direct evidence that AI search engines use schema to render results, implementing structured data may help crawlers better understand the context and classification of your content, potentially increasing your citation chances.

Best Practices for Schema Implementation

Schema markup provides AI crawlers with hints about what your content is about, answering key contextual questions like:

• Who is the author?

• What format is this content? (list, FAQ, how-to, article, etc.)

• What unique details does this content provide? (product dimensions, pricing, statistics, etc.)

For marketers this means you need to ensure you are: 

• Using structured data liberally: Implement FAQPage, HowTo, and Article schema to clearly define your content's purpose.

• Focusing on Schema that matters: Google’s John Mueller actually warns against over-use of Schema Tags, particularly on product pages, so ensuring you are only using those that will truly help crawlers understand your content without potentially confusing them is critical. 

• Understanding schema's role: Remember, schema isn't a ranking factor—but it helps AI understand your content.

One common challenge with Schema is knowing which tags to prioritize among the 300+ options on Schema.org. BrightEdge's SearchIQ makes this easier by analyzing and summarizing the most common Schema tags deployed among top-ranking pages in your market, providing clear guidance on where to focus and revealing gaps between your pages and competitors.

3. Ensure AI Crawlers Can Access Your Website

Just as with traditional search, if AI models can't crawl your site, they can't cite your content. Many companies unknowingly block AI-driven crawlers in their robots.txt files, limiting their ability to be referenced in AI search results.

How to Optimize for AI Crawlers

Check if your site is accidentally blocking key AI crawlers, including:

• Google-Extended (Google's AI-related crawler used with Gemini etc.)

• GPTBot (OpenAI's dedicated crawler for LLM training)

• PerplexityBot (Used by Perplexity AI's search engine)

• ClaudeBot (Anthropic's AI crawler)

To ensure visibility:

• Review your robots.txt file and ensure AI-related bots are not being restricted.

• Use Bing Webmaster Tools to verify that Bing is indexing your content—there is strong evidence that ChatGPT's SearchGPT uses Bing's index.

BrightEdge users can integrate Bing Webmaster Tools directly into the platform, making it easier to monitor performance in Bing. Significant impression drops could signal that something may be blocked.

4. Make Your Site as Accessible as Possible

AI-powered search engines still rely on fundamental crawling principles, but they factor in a wider range of queries, meaning even deep, under-optimized pages may be valuable for citation.

Why Accessibility Matters More Than Ever

• AI anticipates incremental user queries, meaning that even deeply nested pages on your site may be valuable as a follow-up answer in an AI-generated response.

• If AI crawlers can't reach these pages, they won't be considered for citation.

• JavaScript-heavy pages may be harder for AI crawlers to process, so ensuring pre-rendering or static HTML versions exist can prevent AI search engines from missing critical content.

How to Improve AI Search Accessibility

• Ensure deep pages are fully crawlable—your AI SEO success isn'tjust about homepage and top pages.

• Use internal linking to surface valuable content—help AI connect related content by making deeper pages easier to find.

• Check JavaScript dependencies—some AI crawlers may struggle with dynamic rendering, so test your site's accessibility by disabling JavaScript in your browser.

BrightEdge users leverage Content IQ to maintain quality governance by running regular crawls that can identify blocked pages, bad redirects, or other technical issues that may prevent emerging crawlers from indexing new pages.

Looking Ahead: Evolution, Not Revolution

The evolution of search presents unprecedented opportunities for marketers to connect with their audiences. While AI-driven search is evolving rapidly, the fundamentals of good SEO still apply—with some critical adjustments.

AI search isn't replacing SEO—it's redefining it. Brands that embrace AI-first SEO strategies today will be in the best position to win in the next era of search. At BrightEdge, we'll continue tracking these developments closely to help you navigate and succeed in this dynamic landscape.

In addition to above, capabilities like BrightEdge's Data Cube X help identify specific opportunities within your industry and ensure your content aligns with user search patterns and AI preferences. 

While SEO for AI isn’t an entirely new practice, it does require us to put a focus on some fundamental elements we may not always focus on with traditional SEO. BrightEdge is here as your partner to ensure you are ready to win in this exciting new era of search! 

We’re not even two months into 2025 and already we’re seeing how Google AI Overviews are transforming how users discover and consume content. At BrightEdge, we're tracking these developments closely to help marketers navigate and succeed in this dynamic landscape. One particularly interesting trend we've identified is the growing importance of YouTube content in AI Overview citations. This development presents significant opportunities for marketers to enhance their visibility and influence in AI-generated responses.

The Rise of YouTube Citations in AI Overviews

Percentage of Citations from YouTube since the beginning of the year

Since January 2024, we've observed a 25% increase in YouTube citations within AI Overviews. This growth isn't random – it appears to be part of Google's methodical approach to enhancing AI Overview capabilities. For context, in September 2023, we shared data on a dramatic 121% spike in YouTube citations during what appeared to be a comprehensive test by Google. While citation levels normalized after mid-October, this test marked a significant difference from other user-generated content platforms like Reddit, which saw initial gains but subsequently disappeared from citations almost entirely.

Current Trends in YouTube Citations

Unlike the September experiment, which showed uniform citation patterns across industries, the current surge shows more strategic implementation. Our recent analysis, reveals that YouTube citations are concentrated in specific sectors:

When analyzing the types of keywords triggering these citations, clear characteristics on the types of AI Overviews that rely on YouTube emerge :

• Instructional: How-to Queries are predominately featured here
• Visual Demonstrations: Techniques, style guides and demonstrations on how to use products
• Examples: Verification of products, unboxing videos etc.
• News: Current events and live coverage

Strategic Implications for SEOs and Marketers

The increasing prominence of YouTube in AI Overviews presents a couple implications for marketers:

Prioritize YouTube for Hosting Videos

Our research indicates that YouTube dominates video citations in AI Overviews, with minimal representation from other video platforms. While various factors influence platform selection, YouTube's AI visibility makes a compelling case for consolidating video content there. With AI Overviews appearing in nearly one-third of all searches, this consideration becomes increasingly important for your video hosting decisions.

Content Strategies for YouTube and AI

Based on our analysis of AI citation patterns, here are key areas to focus your video content strategy:

1. How-To Content Create instructional videos demonstrating your products or services. These tutorials consistently show the highest citation rates across industries. Use BrightEdge's Data Cube X to identify promising "how-to" topics, particularly those already triggering AI Overviews:

2. Technical Demonstrations Develop videos that visually demonstrate techniques, whether it's software tutorials or physical demonstrations (think exercises, or physical therapy techniques). These types of content frequently appear in AI Overview citations. As you’re building content that addresses these needs, ensure video is a top component of your strategy.
3. Product Reviews and Comparisons: Unboxing videos and product comparisons represent approximately 25% of cited videos in the current surge. For any brands selling products online, these should be easy to build a strategy for. BrightEdge users can leverage Data Cube X to identify specific comparison-based search queries within their industry to guide their video content planning.

Looking Ahead

The evolution of search presents unprecedented opportunities for marketers to connect with their audiences. As AI continues to streamline information delivery, YouTube's role in the digital marketing ecosystem is becoming increasingly crucial. When developing your AI-optimized content strategy, incorporating video content should be a key priority.

Technologies like BrightEdge's Data Cube X helps to identify specific opportunities within your industry and ensure your video content aligns with user search patterns and AI Overview preferences. This data-driven approach will help maximize your visibility in both traditional search results and AI-generated responses.

As we kick off 2025, the landscape of AI-powered search has undergone a seismic shift. With OpenAI's December 2024 integration of SearchGPT into the free version of ChatGPT, and significant advances in both Google's AI Overviews and Perplexity's intent parsing capabilities, we're witnessing an unprecedented evolution in how AI systems handle complex, conversational queries.

To understand the implications of these changes, we conducted an extensive analysis comparing how these three AI powerhouses handle queries across nine different industries. The results reveal fascinating patterns in how each platform approaches different types of questions and user intents. For a deeper dive into this analysis, you can check out the specifics in our Ultimate Guide to SearchGPT

The AI Search Players at a Glance

ChatGPT Search: Free for everyone as of December 2024. Especially strong at giving complete, detailed answers. For example, when asking about a BBA degree, it goes beyond basic facts to include valuable career context and job prospects - giving you the full picture in one clear response.

Google AI Overview: Excels at organizing complex information into clear sections. When you ask "What is a secure credit card?", it breaks down the information into expandable sections covering basics, benefits, and how to apply - letting you easily find exactly what you need.

Perplexity: Shines at combining explanations with helpful visuals. When explaining technical concepts like data modeling, it pairs clear explanations with visual examples, making complex topics easier to understand at a glance.

Industry-by-Industry Analysis

1. E-Commerce

Shopping queries like “What are some good gas-powered RC cars and where can I buy one?” revealed different approaches to purchase guidance:

• AI Overview emphasizes product discovery with filtering options
• ChatGPT Search balances local availability with detailed specifications
• Perplexity streamlines the online purchase process with direct links

2. B2B Tech

Technical queries like "What is data modeling?" revealed interesting contrasts:

• AI Overview shines with its hierarchical structure and process-oriented approach
• ChatGPT Search balances technical detail with business context
• Perplexity effectively integrates visual examples with technical explanations

3. Education

Educational queries such as "What is a BBA degree?" showed varying strengths:

• AI Overview provides clean, concise definitions with clear visual organization
• ChatGPT Search offers comprehensive narratives with strong career context
• Perplexity excels at integrating practical outcomes with academic information

4. Entertainment

Perhaps the most striking differences emerged in time-sensitive queries like "What movies are getting good reviews right now?":

• AI Overview maintains current, real-time information
• ChatGPT Search provides date-stamped current information with visual elements
• Perplexity showed challenges with maintaining current information

5. Finance

When analyzing financial queries like "What is a secure credit card?", each platform showed distinct approaches:

• AI Overview excels with modular, expandable sections that allow users to dive deeper into specific aspects
• ChatGPT Search provides comprehensive narrative explanations with strong practical implications
• Perplexity offers a hybrid approach with bullet points and clear sectioning

6. Healthcare

Health-related queries like "What are symptoms of bird flu?" demonstrated each platform's distinct approaches to medical information:

• AI Overview organizes information by severity (mild vs. severe symptoms), providing a clear, structured overview with visual aids and multiple trusted medical sources on the right panel.
• ChatGPT Search presents symptoms by category (respiratory, flu-like, eye-related, gastrointestinal), with careful attention to medical details and citations. It maintains a balanced tone between being comprehensive and accessible.
• Perplexity combines symptom information with practical context about timing (2-7 days after exposure), includes recent developments, and provides clear action steps for readers who may have been exposed.

7. Insurance

Insurance queries like “What insurance do you need for a wedding” revealed different approaches to complex financial products:

• AI Overview excels at comprehensive coverage options
• ChatGPT Search provides strong practical guidance
• Perplexity facilitates deeper exploration through related questions

8. Restaurants

Local queries like "What restaurants have Tuesday specials near me?" highlighted key differences in handling location-based information:

• AI Overview keeps information general to maintain relevance
• ChatGPT Search provides strong location awareness with map integration
• Perplexity offers detailed descriptions but struggles with location context

9. Travel

Travel queries like “What are some good things to do in Milwaukee” showed how each platform handles destination-based information:

• AI Overview emphasizes spatial organization with interactive maps
• ChatGPT Search focuses on detailed venue descriptions with navigation
• Perplexity provides comprehensive activity coverage by category

Key Takeaways

1. Specialization Trends: Each platform has developed distinct strengths:

• Google AI Overview excels at structured, hierarchical information
• ChatGPT Search provides comprehensive narrative context
• Perplexity shines with visual integration and related content

2. Time-Sensitive Information: Recency of information varies significantly:

• Google AI Overview maintains strong real-time relevance
• ChatGPT Search provides clear date-stamping
• Perplexity sometimes struggles with timely updates

3. Location Awareness: Geographic context handling differs:

• Google AI Overview tends toward general guidance
• ChatGPT Search shows strong location integration
• Perplexity focuses on descriptive content

Looking Ahead

As we progress through 2025, these platforms will likely continue to evolve and refine their approaches. The competition between them is driving rapid innovation in how AI systems

understand and respond to user queries. For users, this means increasingly sophisticated and helpful responses, while for content creators and SEO professionals, it underscores the importance of creating structured, comprehensive content that can be effectively parsed by AI systems.

The future of AI-powered search appears to be heading toward more specialized, context-aware responses that can adapt to user intent while maintaining accuracy and relevance. As these platforms continue to develop, we'll likely see even more sophisticated handling of complex queries and better integration of real-time information!

Black Friday/Cyber Monday 2024 marks a pivotal moment in search evolution — the first major shopping event where we could observe AI Overview behavior at scale outside of a lab environment. The BrightEdge Generative Parser™ tracked how AI adapted to peak shopping behavior, revealing some characteristics that could shape how SEO strategies should adapt in 2025 and beyond. They revealed that AI Overviews changed how they appear for queries depending on the intent, and we saw that citations became more focused on niche expertise. I’d like to discuss what the implications these changes have for the coming year and how brands will need to prepare.

Beyond Simple Growth: AI Adapts to Consumer Behaviors

While AI Overviews maintained a steady presence throughout most of the period, we observed a notable spike in their activity specifically around shopping-related queries during the Black Friday and Cyber Monday period, before returning to baseline levels. What's particularly interesting is how these Overviews adapted their behavior to serve increasingly sophisticated shopping queries related to specific products such as specific TV (Sony Smart 55” Bravia) or printer models (Epson ET 15000).

As BrightEdge Generative Parser™ monitored shopping keywords over the holiday weekend, it showed that AI Overviews didn't just grow in number; they grew in complexity. Average Overview height increased from 941px to 953px as presentations became richer and more detailed.

 

But more importantly, we observed a fundamental shift in how AI approached different query types.

 

The Evolution of Shopping Experience

Over the course of the holiday weekend, we observed a shift in the way AI Overviews present information. They became more elaborate and shoppable, particularly for specific product queries such as an “Epson et 15000” printer. These product viewers offer multiple details about the product such as an overview, pros and cons and where to get the best deal on them.

- Product viewer features surged 52.6%

In addition, we saw product displays for groups become more shoppable and tiled similar to what a regular product grid in organic results looks like. These allow shoppers to view a lot of products at once, and get pertinent details such as delivery options and sale prices. This is an ideal scenario for a user who is browsing a lot of styles or really hunting for the best deal possible:

- Grouped product displays increased 8.2%

These changes signaled something crucial: AI was matching presentation format to user intent in ways that made them more shoppable.

These results came as the typical un-ordered lists we’ve seen in AI Overviews decreased by 9%, suggesting Google is favoring a more comprehensive view for specific products and more grouping for broader queries

This unordered list format decreased by 9% over the holiday weekend:

The Rise of Specialized Authority

Perhaps the most telling transformation was in how AI Overviews selected their citations. Technical review sites like Tom’s Guide saw a 71.4% surge in the number of citations during Black Friday. . Consumer advocacy sites like Consumer Reports showed similar patterns, with a 23.9% jump in the numbe of citations on Black Friday.

This isn't just about citing different sources — it's about AI becoming more discerning in which sources it trusts for different query types. When AI is focusing more on specific product searches as opposed to generic topics, it increasingly favored specialized review sites. For consumer goods, it prioritized trusted consumer advocacy sources.

Query Patterns Reveal Future Trends

As we analyzed patterns across different query categories, another pattern was clear: AI Overviews didn’t just change how they present information — they addressed the query intent more specifically.

High-Consideration Products Evolution

The most dramatic transformations occurred in categories where users typically spend significant time researching before purchasing. Here, we saw a 52% increase in detailed product overviews that include modules such as the pros and cons, product visuals and stores that carry the product (note we began observing these faceted formats in July, but the holiday weekend was a significant expansion). When users searched for "samsung galaxy s22 ultra" or "epson 8550", AI Overviews created comprehensive comparison environments over the holiday weekend. Similarly, home appliance queries like "masticating juicer" or "convection oven" saw AIO’s with detailed breakdowns with facets to help inform purchase decisions.

Specific product searches generated AI Overviews that helped users comparative shop faster

 

Keyword: Samsung Galaxy S22         Keyword: Epson ET 8550

 

Appliance queries receive facets that help shoppers sort by features that matter most to them:

Keyword: Masticating Juicers      Keyword: Small Convection Oven

Style-Dependent Categories Break New Ground

Fashion and home décor queries revealed AI's growing sophistication in handling visual intent. Searches for items like "cardigan sweaters" triggered a product viewer format optimized for style comparison.

In addition, category-level keywords like “winter coats” showed group carousel formats that made these queries more shoppable while maintaining their style context.

Strategic Implications for 2025

These patterns point to three critical considerations that will shape search success in 2025:

1. Content Structure Must be Adaptable to New Formats

As these format presentations rise or change to adapt conditions, marketers need to be ready. Your content needs to support multiple presentation formats and be structured for AI interpretation. This isn't just about moving away from lists — it's about embracing formats that support AI's increasingly sophisticated understanding of user intent.

2. Authority Signals will be more Sophisticated

The dramatic increase in specialized source citations tells us something crucial about the future of search authority. Technical review sites saw a 65.3% increase in citations through November 30, while consumer advocacy citations held steady at 15.2% above baseline. This isn't a temporary shift — it's a sign that AI continues to get better at identifying and prioritizing genuine expertise.

3. Real-Time Monitoring Is Essential

The speed at which AI Overviews adapted to changing user behavior during Black Friday/Cyber Monday reveals how critical real-time monitoring has become. Different product categories showed distinct patterns of adaptation, and these changes happened in real-time as shopping behavior evolved.

Preparing for Success

To succeed in this evolving landscape, marketers need to:

1. Optimize for AI Understanding: Use BrightEdge Copilot to generate comprehensive content briefs that address all aspects of your products AI might reference.

2. Establish Clear Authority: Leverage Autopilot to connect product content and demonstrate specialized expertise during peak times.

3. Monitor and Adapt: Employ Instant to track real-time AI changes and citations, ensuring you can adapt during critical shopping periods.

This first large-scale observation of AI Overview behavior in the wild reveals that we're entering a new era of search — one where success depends on understanding and adapting to AI's increasingly sophisticated understanding of user intent!

Want to learn how to prepare your content for AI Overviews in 2025? Check out our Ultimate Guide to AI Overviews here!

October and November AI Overview Trends: What They Mean for Holiday Campaigns

With Black Friday and Cyber Monday around the corner, we’re really looking forward to seeing how AI performs! Our BrightEdge Generative Parser™ has been tracking October and November’s shifts, shedding light on how marketers can prepare for the critical shopping period ahead.

Our most recent report offers insights into how Google AI Overviews are changing. For all the detailed data points and visualizations referenced in this post, here’s our full October/November trends report.

Key developments you need to know about:

1. YouTube Citations Stabilize After a Surge

After a massive spike in September, YouTube citations in AIOs have stabilized at 115-120% above their August baseline. What’s especially compelling is that AI isn’t just referencing video descriptions—it’s citing spoken content within videos. This makes YouTube a must-focus platform for brands.

What to do: Think unboxing videos, in-depth product reviews, and how-to guides that resonate with holiday shoppers. Use Data Cube X to see how your YouTube Channels are cited in AI

Overviews to get a sense of where your videos could drive AI referrals and what your opportunities are.

2. Travel AIOs Surge by 700%

Travel-related AIOs saw a remarkable 700% increase from September to October. The focus is shifting from broad destination queries to localized, activity-specific searches like “things to do in Uptown Charlotte” or “fall festivals in the Midwest.”

What to do: If you are in the travel industry, think about creating content that helps users plan for things to do when they travel this holiday season. Cover lesser-known destinations and local holiday events to capture this growing demand.

3. Healthcare and Education Are Leading in Stability

Healthcare AIOs maintained the highest coverage at 73-75% of keywords, while education queries shifted toward more specific and complex topics like certification requirements and career pathways.

What to do: For healthcare and education brands, focus on creating structured, well-researched content. These spaces may require regulatory approval to publish content, which can take time, but the stability in these industries suggest time is on your side.

4. E-commerce AIOs Are Evolving

E-commerce AIO presence decreased by 15% in October but stabilized at a lower level. However, the AIOs that do appear are getting more detailed, with richer product comparisons and specifications.

What to do: Optimize your product content for depth. Include clear benefits, detailed specifications, and comparisons to stand out in the remaining e-commerce AIOs. Our data suggests AIO’s job in ecommerce is to help the top of funnel while the regular results drive the bottom of the funnel. You should plan your content citation strategies accordingly.

What This Means for Your Holiday Campaigns:

1. Video Content on YouTube has strong Citation Potential: With AI citing spoken content, now is the time to double down on video strategies. Ensure your videos are optimized for both YouTube SEO and schema markup to maximize their reach.

2. Don’t Rely Solely on AIOs: While AIOs remain important, traditional organic search results are still critical—especially for e-commerce queries. Make sure your citation strategy aligns to the top of funnel while your regular results prioritize the bottom of the funnel.

3. Go Big on Product Details: The more detailed and authoritative your product content, the better chance it has to appear in expanded AIOs. Think rich comparisons, clear specifications, and compelling benefits.

Looking Ahead to the Holiday Season

October’s trends point to a holiday season where AI Overviews continue to evolve, focusing on depth and detail rather than quick answers. This shift gives marketers a clear direction for optimizing their strategies. Want to dig into the full data and see what’s driving these changes? Check out our full analysis here!

AI Overview Trends: What to Watch for Black Friday and Cyber Monday

Recent trends in Google AI Overviews (AIOs) are giving us fascinating insights into what we might expect for Black Friday and Cyber Monday this year. Our BrightEdge Generative Parser™ has been tracking important shifts that will impact how brands approach these crucial shopping dates. For all the detailed data points and visualizations referenced in this post, here’s our guide to the trends we saw in September.

Key developments you need to know about:

1. YouTube Citations Are Exploding This is huge! We're seeing an absolutely massive increase in YouTube citations within AIOs. What makes this particularly interesting for marketers is that the AI (Gemini) isn't just looking at video descriptions - it's actually pulling information from the spoken content within videos. This opens up a whole new avenue for brands looking to influence AIOs during the holiday shopping season.

2. Shopping Queries Are Increasingly Stabilizing Here's some good news for everyone planning their holiday campaigns: Shopping-related queries with AIOs are becoming much more predictable. This means what you're seeing now is likely what you'll get during Black Friday and Cyber Monday. For marketers using BrightEdge's Data Cube X or Keyword reporting, you can be much more confident that the AIOs you're tracking today will still be there during the big shopping days.

3. E-commerce AIOs Are Changing Shape While we're seeing fewer AIOs overall for e-commerce queries, the ones that do appear are getting bigger. The AI is allocating more space for product details and comparisons when it does show an AIO. This is particularly important as we head into the holiday season, where detailed product information becomes crucial for shoppers.

What This Means For Your Holiday Campaigns:

1. With YouTube citations skyrocketing, you absolutely need to think about your video strategy. This isn't just about having product videos - it's about creating content that can serve as an authoritative source for AIOs. Unboxing videos, product reviews, instructional videos- all of these can be used to help influence how AIO’s help your customers shop.

2. Don't Put All Your Eggs in the AIO Basket Even though AIOs are important, we're seeing them appear less frequently for e-commerce queries. Make sure you're still optimizing for traditional search results - they're going to be crucial during the holiday shopping rush.

3. Go Deep on Product Details. When AIOs do appear, they're getting bigger and more detailed. Make sure your product content is rich with comparisons, specifications, and clear benefits that can be pulled into these expanded AIOs

Looking Ahead to Black Friday and Cyber Monday

All these trends point to a holiday shopping season where AI will play a bigger role than ever, but maybe not in the way we originally expected. The focus seems to be on deeper, richer content rather than just quick answers.

The landscape of AI Overviews is evolving fast, but now we've got a pretty clear picture of what to expect for the biggest shopping days of the year. The key is acting on these insights now, while there's still time to optimize your content for both traditional search and AIOs. Want to dig into all the numbers behind these trends? Check out our full guide for September’s Data here!

August was a busy month for Google AI Overviews (AIOs), bringing significant changes in how AI-generated results are rolled out for searches across different industries and user types. From variations between logged-in and non-logged-in users to shifts in rank overlap and product viewer trends, we observed fascinating new developments that indicate Google is continuing to refine its AI-driven search capabilities.

Here are the top 7 takeaways from what we observed in August.

1. The AI Overviews rollout to non-logged-in users is not evenly distributed across industries.

One of the most striking changes in August was the rollout of AI Overviews to non-logged-in users, which began around the middle of the month. This marks the second phase of the AI Overview rollout.  The first phase began around May 15th when AIOs started showing to logged in users who had not registered to Google Labs during the previous testing phase.  Between now and then we’ve witnessed numerous adjustments and fine tuning to results which we’ve tracked in our Ultimate Guide to AI Overviews. With this second phase where AI Overviews now appear for non-logged in users, we can finally consider AI Overviews officially live.   

BrightEdge Generative Parser™ shows that while some industries experienced relatively consistent integration of AI Overviews between logged-in and non-logged-in users, others, particularly eCommerce, saw significant discrepancies. Overall, the data suggests that Google is rolling out AI Overviews with fewer keywords for non-logged-in users during these early weeks. The main points we observe in these first couple weeks of rollout are:

• AI Overviews are less visible on average (~10%) for non-logged in users- this suggests Google is being more cautious on where to deploy them. It could also be that for non-logged in users, Google is operating on less insights into the users’ preferences and thus, only deploying AI Overviews when the query intent is very clear. 
• For Ecommerce in particular, the difference between logged in and non logged in users is significant, with only 1% of keywords showing an AI Overview. There are a few reasons this could be happening which I’ll layout below.
  
•  B2B Tech: AI Overview presence for logged-in users was 5 percentage points higher compared to non-logged-in users, resulting in a 17% relative drop.
• eCommerce: The most significant gap was observed here, with non-logged-in users seeing 90% fewer AI Overviews compared to logged-in users. This suggests that Google is taking a much slower approach to rolling out AI Overviews in eCommerce.
• Education: There was a 9 percentage point drop in AI Overviews for non-logged-in users, translating to a 21% relative change.
• Healthcare: AI Overview presence was 10 percentage points lower for non-logged-in users compared to logged-in users, resulting in a 16% relative change. This smaller difference suggests a more deliberate rollout in the healthcare sector.
  
  Overall, the data shows that AI Overviews are rolling out unevenly across industries, with eCommerce queries experiencing the slowest adoption among non-logged-in users. The complexity of product searches and the need for more refined decision-making frameworks likely contribute to this slower rollout.

Why the Slow Rollout for eCommerce?

The massive 90% drop in AI Overview presence for eCommerce queries among non-logged-in users is striking. This could be due to the complex nature of eCommerce searches, where users are often comparing multiple products, prices, and reviews. Google may be taking extra care to ensure that AI Overviews in this space provide accurate and useful information before fully rolling them out to non-logged-in users. With e-commerce one of the largest industries for Google Ad Revenue, it makes sense they would be cautious with anything that could potentially alter the search result page.

Another possibility is the evolving role of product viewers in regular search results. BrightEdge Data Cube X data shows significant increases in the product grid, which takes up substantial screen real estate for non-logged-in users and is highly transactional. It may be that, for non-logged-in users, Google assumes a more transactional intent compared to logged-in users, where they may have more data on individual user behavior. The chart below shows the top share of clicks across eCommerce queries tracked via Data Cube X:

An example of how this discrepancy between a logged in and non-logged in search experience appears is for the term “Chinos”. When logged in, an AI Overview appears with an apparel product carousel along with fashion guidance on what wear with chinos :

When this query is done without logging in, there is no AI Overview but the product grid now occupies a significant portion of the search result page:

As Google gathers more data on how to effectively deploy AI Overviews for non-logged-in users (i.e., without historical knowledge of the user), we may see them being rolled out more frequently.

2. Rank overlap fluctuations correspond to Google's August core update.

Google's August 15th Core Update has introduced noticeable shifts in how AI Overviews overlap with regular search rankings. Google’s John Mueller confirmed that these core updates will impact AI Overviews, as they are part of search (although he did not specify how exactly). BrightEdge Generative Parser™ reveals that the overlap of URLs cited in AI Overviews with those ranking in the top 100 increased from 37% to 41% post-update. Notably, the data now indicates that Google is incorporating more organic results into these citations, specifically pulling from lower-ranked results in the SERPs to leverage relevant but less prominent links more effectively.

This insight also suggests AI Overviews do have some nuances that separate them from organic results. Contrary to claims that optimizing for organic search would suffice for inclusion in AI Overviews, our data does not support this conclusion. This misunderstanding could stem from an oversimplification of how AI Overviews are generated. AI Overviews do not solely rely on top organic rankings; instead, they involve a more complex selection process that considers a variety of factors beyond standard SEO practices. This includes the relevance and authority of the content, what the AI anticipates will be the second and third query to address, and its overall utility in a given context, which may not always align with traditional SEO metrics.

This increase in rank overlap suggests that Google is prioritizing content already performing well in traditional search rankings for inclusion in AI Overviews. However, the average rank of URLs in both AI Overviews and regular results has dropped slightly—from 10 before the update to 11 after—indicating that lower-ranking pages may now be featured more prominently in follow-up AI Overviews.

This change also impacts different industries in distinct ways:

• B2B Tech and Entertainment saw improvements in rank overlap, with B2B Tech climbing from an average rank of 6 positions, suggesting these sectors are benefiting from the update. For example, for the keyword ‘access control entry’ the domain calcomsoftware.com is cited in the AIO and ranking in the 6th position. In entertainment, for the query ‘mysteries’ the domain history.com is cited in the AIO and ranking in the 6th/7th position.
• Education and eCommerce, on the other hand, experienced declines, with Education dropping 12 positions on average and eCommerce slipping 3 showing that these sectors may need to focus more on optimizing for follow-up queries or AI-driven referrals rather than traditional rankings alone. In ecommerce, an example of this movement is with the query ‘October birth stone’ in which the domain jewelryofstuart.com which ranks in the 12th position is now cited in the AIO.  For Education, the query “Cyber security salary” tends to draw on data from sites such as Glassdoor which ranks on the second page on Google.

For marketers, this means that lower-ranking content could still gain visibility if it addresses user queries following the initial search. Optimizing your pages for related and tangential questions will be key to capturing traffic from AI Overviews in the post-update landscape. This performance boost also highlights how core updates can deliver incremental value beyond rankings. As the overall quality of the index improves, the chances of deeper-ranking content being sourced by AI Overviews increases. Ensuring that your content follows Google’s guidelines not only enhances your traditional organic ranking opportunities but also increases the likelihood of being cited in AI Overviews.

3. AI Overviews are evolving in how they present information.

August brought some noticeable shifts, with changes aimed at presenting information more efficiently and in a user-friendly manner. Our data at BrightEdge reveals a series of significant adjustments between July and August, particularly relevant for marketers optimizing content related to products.

1. More Efficient Information Presentation
   We observed a 172% increase in product carousels for apparel-related queries. This suggests that, rather than focusing on a single product, AI is increasingly providing users with broader choices and comparisons, offering a more comprehensive view of available options.
   
    
2. Smarter Content Organization for eCommerce Products
   We also observed a 42% increase in the use of unordered lists across industries. In the eCommerce space, this means AI Overviews are better organizing product features and specifications, making it easier for users to scan through options and make informed decisions quickly.
   
   In addition, comparative content is becoming more prevalent, with a 12% rise in product comparisons in AI Overviews. This shift indicates that products are being evaluated not just on their individual merits but also in relation to similar items, allowing users to make side-by-side comparisons more easily. These include complex queries and products that may require more research before making a decision.
   

These changes reflect a broader trend toward more comprehensive, comparison-based content in AI Overviews. By adapting your strategy to these evolutions, you can enhance your content's visibility and engagement in an increasingly AI-driven search environment.

4. AI Overviews are exposing more citations

On August 20th, AI Overviews changed how they displayed citations.

Historically, Google’s AI-powered results provided citations through a chevron within the answer as well as a citation box to the right of the result:

Potentially in response to the launch of SearchGPT and its expanded citation panel, Google has updated its citation boxes to make it easier for users to explore more content related to a topic. Now, the citation box looks like this:

Interestingly, these new sources do not increase the size of the AI Overview panel on their own, as the box is scrollable, making it easy to read both the AI Overview response and browse for more information. Additionally, users can now click on the link icon to get a specific view of the citations for that section of the answer. This is particularly useful for informational queries, such as 'lupus,' where the intent may be ambiguous. Now, if users find exactly what they want to learn more about, they can pinpoint it directly in the result and dig deeper into the subject.

For marketers, this means there is an even greater chance for content to drive referrals for long-tail queries that users may not have originally searched for, as the AI Overview attempts to surface deeper content on broad topics like this one.

5. After months of shrinking, AIO are getting bigger

One of the most notable changes observed in August is the significant increase in the height of AI Overviews. This is important because, for several months, BrightEdge Generative Parser™ had detected a continuous reduction in the size of the AI Overview panel. However, the average height of AI Overviews rose by 10%, from 647 pixels in July to 712 pixels around August 18th. This increase may seem subtle at first glance, but it has profound implications for how AI Overviews present information and what it means for marketers looking to optimize their content for visibility. Additionally, this height increase coincides with the rollout of AI Overviews to non-logged-in users.
What Does a Larger AI Overview Panel Mean?

The increase in AI Overview height suggests that Google is making more room for rich, detailed content within the AI Overview itself. Here’s what this trend tells us:

1. More Room for Comparisons and Lists
With additional space, AI Overviews can now accommodate more comprehensive, comparison-based content. This aligns with the rise in unordered lists and product carousels we’ve observed, particularly in industries like eCommerce. The added space allows Google to present products side-by-side, including more product features, comparisons, and visuals that help users make better decisions more quickly.

2. Increased Visual Content
The extra real estate is also being used to incorporate more visual elements. The trend toward larger, richer images—especially for product-related searches—is becoming increasingly important. For eCommerce marketers, this means ensuring that product images are optimized not just for quality but for visibility within AI Overviews’ product carousels. High-quality images are essential to drive clicks, particularly when they are used in carousels alongside other products.

3. Deeper, More Nuanced Information
Larger AI Overviews also indicate a shift toward more detailed, nuanced information. Instead of simply providing a brief answer or product summary, AI Overviews are now offering users expanded explanations, deeper insights, and additional context. This benefits users by allowing them to access more comprehensive answers directly within the search results, without needing to click through multiple pages.

6. Domain Citation Changes: Shift Toward Specialized Sources

BrightEdge Generative Parser™ data reveals some interesting fluctuations in domain citations between July and August. While certain domains saw notable increases in citations, others experienced reductions, indicating a preference for more specialized or authoritative sources in specific fields.

1. Medical and Health Domains
   There was a significant shift in health-related citations, moving away from general health information sources towards more authoritative and specialized medical sites. General health platforms like verywellhealth.com and everydayhealth.com saw substantial decreases in citations (-77.9% and -95.6% respectively). In contrast, authoritative medical sites such as mayoclinic.org (+32.4%) and nih.gov (+83.2%) experienced notable increases. Even more striking was the surge in citations for specialty health sites, with spine-health.com seeing a 266.7% increase and arthritis.org an 89.5% rise. This pattern strongly suggests a focus on higher authority, more specialized health information in AI Overviews, with a growing preference for both comprehensive medical resources and niche sites providing in-depth content on specific conditions or treatments.
2. Government Domains
   While nih.gov saw a significant increase in citations (+83.2%), other government domains like fda.gov saw a slight decline (-10%). This suggests selective use of government sources, with an emphasis on health-related institutions.
3. News and Media Outlets
   There was a 3% decrease in citations for usatoday.com and a 3.1% decrease for nytimes.com, indicating a possible shift away from general news outlets. In contrast, specialized news sources like bloomberg.com saw an increase in citations, reflecting a preference for more focused, industry-specific information sources.
4. Technology and Product Review Sites
   Tech review sites like techradar.com (-47.3%) and tomsguide.com (-16.4%) saw declines in citations. This aligns with the overall trend of AI Overviews relying less on consumer technology information and more on industry-specific or expert sources.

These changes suggest that AI Overviews are becoming more selective, favoring highly specialized, authoritative content over general sources. In particular, the healthcare and educational sectors saw shifts toward more trusted, expert-backed information.

7. Keyword Presence: Emphasis on Specific and Technical Content

BrightEdge Generative Parser™ data reveals significant changes in AI Overview coverage based on keyword characteristics between July and August. The analysis shows a clear trend to show AI Overviews on more specialized, technical, and factual keywords across various subjects.

1. Medical and Health Keywords
   There was a substantial increase in AI Overview coverage for specific medical conditions and symptoms (+118.0%). For example, the keyword "acl tear symptoms" gained AI Overview coverage, reflecting the trend toward more comprehensive, expert-backed health information in AI Overviews.
2. Technical and B2B Concepts
   Keywords related to technical concepts, security, and data processing in the B2B tech sector saw a significant increase in AI Overview coverage (+71.4%). An example is "what is continuous integration," demonstrating the growing emphasis on providing AI-generated overviews for complex, industry-specific topics.
3. Product Specifications in eCommerce
   Keywords focusing on product features and specifications experienced the highest percentage increase in AI Overview coverage (+125.7%). For instance, "tv stand with fireplace" gained AI Overview coverage, indicating a strategic focus on detailed, factual product information rather than broader, less specific product descriptions.
4. Financial and Stock-related Terms
   Finance keywords, particularly those related to stocks and financial metrics, doubled their AI Overview coverage (+101.4%). An example is "wtrh stock," suggesting a careful expansion into more specialized financial topics.
5. Entertainment and Travel Topics
   In contrast to the increases in technical areas, entertainment, travel, and restaurant keywords saw a complete removal of AI Overview coverage (-100%). For example, "things to do in Sacramento" lost its AI Overview coverage, indicating a move away from more subjective or rapidly changing content in favor of more stable, factual information.
6. Specificity Across Domains
   Across all categories, specific or technical keywords (e.g., "data aggregation") saw a substantial increase in AI Overview coverage (+77.7%), while broader or general interest topics (e.g., "restaurants near me") experienced only minimal growth (+11.3%). This disparity underscores a clear strategy to prioritize AI-generated content for more complex, specialized queries that benefit from comprehensive, objective overviews.

These changes in keyword characteristics mirror the changes observed in domain citations, pointing to a cohesive strategy in AI Overview generation. The focus continues toward providing in-depth, authoritative information on specific topics, particularly in fields like healthcare, technology, and finance. This trend suggests that AI Overviews are being optimized to serve as reliable sources of specialized knowledge, catering to users seeking detailed, expert-level information rather than general overviews or subjective content.

We are at a crucial inflection point with AI search. Not only has OpenAI entered the marketplace, but AI Overviews are also expanding their presence beyond logged-in users! As we monitor how this transition is unfolding, it's fascinating to see how AI deployments are refining their focus to be most effective for users. For marketers, these advancements present amazing opportunities as the worlds of search and AI continue to converge!

As we approach the final weeks of summer, BrightEdge has an exciting new resource to share with you!

Today, we're thrilled to launch the Ultimate Guide to SearchGPT!

As I discussed a couple weeks ago, OpenAI made waves in the search landscape with its prototype rollout of SearchGPT on July 25th, 2024.

• This new AI-powered search engine represents a potential revolution in how information is found and consumed online.
• With its limited release to 10,000 users and publishers, OpenAI is gathering crucial feedback to refine the system before a broader release.

At BrightEdge, we've been closely monitoring SearchGPT since its announcement. We've observed fascinating developments in how it creates new search experiences and leverages AI to understand and generate responses to user queries. The rapid pace of change is both exciting and full of new opportunities for digital marketers!

Introducing the Guide to SearchGPT

To help you prepare for this new search paradigm, we're sharing our comprehensive findings in a guide now live on our website and accessible to all. This guide aims to be your go-to resource for understanding SearchGPT and its impact on search results.

SearchGPT excels in providing detailed, well-structured content that anticipates follow-up questions

I strongly encourage you to dive deep into the guide to learn more about:

• What SearchGPT's interface looks like and how it displays cited sources.
• How SearchGPT compares to other AI-search platforms like Google's AI Overviews and Perplexity.
• Where SearchGPT excels in providing comprehensive, multi-faceted content across various industries.
• How SearchGPT handles different query types, from informational to e-commerce.
• What strategies you can employ to prepare your content for this new search ecosystem.

Innovating to Keep You Ahead in AI and Search

This guide is the result of our ongoing commitment to innovation in the face of evolving search technologies. Our analysis provides insights into how SearchGPT processes queries, its preference for in-depth, authoritative content, and its unique approach to presenting information.

As SearchGPT continues to develop, we at BrightEdge are dedicated to tracking its progress and providing you with the most up-to-date strategies for success. Our guide offers actionable insights on optimizing your content, leveraging schema markup, and creating comprehensive resources that address multiple aspects of a topic.

Stay ahead of the curve with BrightEdge as we navigate this exciting new chapter in AI-powered search!

What a big month for AI Overview evolution July has been!  We’ve witnessed some significant enhancements that appear to show Google is paying attention to what’s working with competitors.  By incorporating successful elements from AI-first search engines like Perplexity, AI Overviews are becoming more specialized and user-focused. This month has seen AI Overviews dial into the areas where they are most useful, enhancing decision-making processes with strategic frameworks and providing more tailored information.

One of the key areas BrightEdge Generative Parser™ measured is "When" statements in AI Overviews. These statements provide users with clear frameworks for considering various topics, particularly in decision-making processes.

Additionally, AI Overviews are increasingly focusing on long-tail, specific queries rather than broad, general searches.

Furthermore, the integration of facets in AI Overviews represents a significant advancement. This feature, which allows users to filter and refine search results based on specific attributes, mirrors the functionality found in advanced e-commerce platforms.

There was a whole lot more BrightEdge Generative Parser™ was able to identify in July! In fact, here are ten key developments which highlight how AI Overviews are evolving:

1. AI Overviews are getting more dynamic and tailored to specific nuances of queries

   BrightEdge Generative Parser™ is now tracking how AIO guides user thinking. One of the most prevalent is with “When... you may consider...” statements. These statements provide users with specific frameworks for considering various topics, especially in decision-making processes and currently show up mostly for 25% of the eCommerce search queries. This is very similar to the experience Perplexity uses to help users shop.
   
   (Perplexity query using “when purchasing” for the query “All weather outdoor TV”)

   

   The AI Overviews in July reveals several key patterns in the use of "When" statements:

   1. Product Selection Guidance: The most common pattern, appearing in 64% of the added AI Overviews, is the phrase "When choosing a [product], you can consider things like..." Example: "When choosing an all weather outdoor TV, you can consider things like picture weather resistance, display brightness and screen size."

      Example: "When choosing an all weather outdoor TV, you can consider things like picture weather resistance, display brightness and screen size."

      
   2. Usage-Based Considerations: About 18% of the AI Overviews with “When” will use the phrase "When choosing a [product], think about how you plan on using it most." This pattern is often seen in electronics and appliance categories.

      Example: "When choosing a bread maker machine, think about how you plan on using it most."
      
      
      These "When" statements are not limited to high-volume searches. We see them applied across a wide range of search volumes, from as low as 320 monthly searches for "chandelier ceiling fan" to as high as 368,000 for "washing machines”. This suggests that AI is being used to enhance user experience regardless of the popularity of the query.
      
      The expanded content following these "When" statements typically includes:

   3. • No related list or suggested query 55% of the time. These are the cases where the “when” statement contains all the information about the choices, for example “When choosing an armchair, you may want to consider its comfort, material, and size.”
      • Facets (present in 21% of cases)
      • Unordered lists of features or factors to consider (present in 16% of cases)
      • Product viewers with detailed specifications (present in 8% of cases)
      
      This structure allows AI Overviews to provide more actionable information to users, guiding them through complex decision-making processes. For instance, the AI Overview for "adjustable mattress" not only suggests considering "material, size, and slats" but also provides a detailed product viewer comparing different options.
      
      By providing structured, scenario-based advice, these AI Overviews are becoming more adept at anticipating and addressing user needs across various industries and search volumes. If this trend continues, we can expect to see even more refined and targeted guidance in future AI-generated content.
      
      A feature that’s common with ‘when statements is facets. As with the “when” statements, this is functionality that is present in other AI-first search engines such as Perplexity. In July, BrightEdge Generative Parser™ has identified patterns that are likely to trigger them. This feature, which allows users to filter and refine their search results based on specific attributes, is becoming more common for certain types of products and keywords. It’s also a way to initiate a new search:

      

      Primarily, we're seeing facets appear for products that are:
      1. Technologically Complex: Electronics, smart home devices, and advanced appliances frequently trigger faceted navigation. Think smart TVs, air purifiers, or multi-function kitchen appliances.
      2. Facets (present in 21% of cases)
      3. Highly Specific: When a search term includes particular product types, sizes, or technological features (e.g., "32 inch smart TV" or "cordless hand mixer"), facets are more likely to appear.
      4. Home and Lifestyle Oriented: Many products related to home improvement, kitchen essentials, and personal comfort seem to warrant faceted navigation in AI Overviews.
      5. Requiring Comparison: Items that consumers typically compare across multiple features, like washing machines or coffee makers, frequently have facets.

      This feature shows how AIO adapts to provide more nuanced, user-friendly information for complex purchase decisions. By offering faceted navigation, these overviews are mimicking the filtering options you might find on advanced e-commerce platforms, making it easier for users to narrow down their choices based on specific criteria.

      It's worth noting that more general or simple product terms are less likely to generate facets. This indicates a level of sophistication in the AIO’s understanding of when detailed navigation would be most beneficial to the user.

      For marketers and e-commerce professionals, this trend underscores the importance of providing detailed, well-structured product information. As AI Overviews generate helpful navigation tools, ensuring your products are accurately and comprehensively described becomes even more crucial for visibility and user engagement in these environments.

2. AI Overviews in July: Shifting Towards Specialized Knowledge and Complex Queries

   Throughout July, BrightEdge Generative Parser ™ identified patterns in new keywords triggering AI Overviews. Here are the key trends we noticed:
   
   Increases:

   • Explanations for highly technical terms: There was an increase in AI Overviews for complex, technical keywords (e.g., "confirmatory factor analysis", "tokenization data security"). This suggests a focus on providing in-depth explanations for specialized topics.
   • Salary Information: AIOs jumped from 7% to 85% for queries related to salaries (ex: “nurse salary”, “human resources manager salary”) and from 13% in June to 53% in July for queries related to degrees (ex: “computer science degree”, “online history degree”). We usually don’t see such large changes across entire categories of searches. This then led to a surge in citations for ziprecruiter.com and bestcolleges.com with both domains becoming top 10 cited domains for education in July.
   • Long Tail Keywords: AI Overviews appeared more frequently for longer, more specific search terms (e.g., "what is ci cd pipeline", "types of data analysis"). This suggests a focus on addressing nuanced user intents.
   • Product Features and Specifications: In e-commerce, AI Overviews increased for queries about specific product features rather than broad categories (e.g., "gooseneck electric kettle" instead of just "kettle").

   

   Decreases:

   • Brand-Specific Queries: Similar to June, we saw fewer AI Overviews for brand-specific searches, possibly to avoid potential misinformation.
   • Basic How-To Queries: Simple instructional searches saw fewer AI Overviews, likely because traditional search results suffice for these queries.
   • Healthcare is still the industry with the most AI Overviews due to a large quantity of high authority sources that can be used reliably by the Large Language Models. However, in July the presence of AIOs decreased from 68% to 61%. This was caused in large part by Google removing AI results for keywords related to rare, genetic, and complex disorders.
   • Product Features and Specifications: In e-commerce, AI Overviews increased for queries about specific product features rather than broad categories (e.g., "gooseneck electric kettle" instead of just "kettle").

   By focusing on long-tail, specific queries, Google appears to be leveraging AI Overviews to address the nuanced information needs that traditional search results might not fully satisfy. This strategy seems aimed at using AI to enhance the search experience and reduce the amount of searches required to research a topic. It suggests that Google's intention is to position AIO in the growing AI-search space as a tool for deep learning and understanding, rather than for basic information retrieval or simple decision-making processes.

3. AIO's grew from 8% to 12% in July, but experienced a decline at month's end

   

   As we moved from June to July, we observed a notable uptick in the presence of AI Overviews, climbing from 8% to above 9% of search results for most of the month. This growth wasn't just about quantity, but quality too. For much of July, the data revealed a more stable deployment pattern, with AI Overviews fluctuating less than in June. What's particularly intriguing is the evolution within July itself. The month kicked off modestly, but we observed a significant shift starting July 18th. This marked the beginning of a week-long surge, peaking on July 21st when AI Overviews appeared in 12.05% of search results. This sustained period of elevated AI presence suggested a deliberate expansion by Google, possibly testing user reception or rolling out improvements to a broader set of queries.

   However, the end of July brought an unexpected twist. On July 30th and 31st, we saw a sharp decline in AI Overview presence, dropping to under 8% of search results. This drop also coincided with the announcement of OpenAI’s foray into search with SearchGPT which may suggest Google is exercising more caution with how AI Overviews are deployed.

   This sudden drop raises interesting questions about Google's strategy. It could indicate a recalibration of the AI Overview algorithm, perhaps in response to user feedback or performance metrics. Alternatively, it might suggest a more cautious approach as Google evaluates the impact of the mid-July surge.

   Despite this late downturn, it's important to note that AI Overviews still maintain a stronger presence compared to June levels. This volatility underscores the experimental nature of AI integration in search results. Google appears to be actively adjusting its approach, balancing the value of AI Overviews with other considerations such as relevance, user experience, and computational resources.

   As we continue to track this trend, it's clear that Google's implementation of AI Overviews is still in a state of flux. The company seems to be fine-tuning its strategy, potentially seeking the optimal balance between AI-enhanced results and traditional search offerings. This recent fluctuation serves as a reminder of the dynamic nature of search technology and the ongoing process of refining AI integration in search results.

4. AIO’s deployment fluctuated by industry with different degrees of volatility

   While June witnessed declines in AI Overview presence for several industries, July painted a more complex picture. We observed substantial increases, fluctuations, and even last-minute declines across various sectors, with Google refining its approach to AI Overviews based on user engagement and information needs.

   To understand these changes better, we analyzed not just the growth but also the volatility of AI Overview presence. We used the Coefficient of Variation (CV), a standardized measure of dispersion that allows us to compare the relative variability across the industries. A lower CV indicates more consistency in AI Overview presence throughout the month, while a higher CV suggests more fluctuation. As mentioned above, BrightEdge Generative Parser detected a CV of 14.22% in July for all the keywords tracked.

   Let's dive into each industry:

   Healthcare: Dominant but Showing Late Decline

   Healthcare maintained a high AIO presence around 65-68% for most of July, but saw a significant drop in the last few days. Volatility: CV ≈ 5.7% for most of July, increasing substantially at month's end

   

   Healthcare continued to dominate in terms of AI Overview presence and showed the lowest volatility for most of the month. New additions included:

   1. Mental health conditions (e.g., "schizophrenia," "impulsivity")
   2. Medical specialties (e.g., "orthopedic," "psychiatry")
   3. Specific medical conditions and treatments (e.g., "osteosarcoma," "dialectical behavior therapy")

   
   
   The extremely low volatility for most of July suggests Google had a well-tuned approach for health-related queries.

   Finance: Modest Growth with Steady Implementation
   Finance saw a modest increase from 6% to 6.5% by the end of July. Volatility: CV ≈ 10.5% (Below average volatility)
   
   Finance showed below-average volatility, with new AI Overviews added for:

   1. Investment vehicles (e.g., "derivatives," "reit")
   2. Financial services (e.g., "cash management services")
   3. Estate planning (e.g., "living trust," "probate")

   

   The low volatility indicates a cautious, steady approach to implementing AI Overviews in finance-related topics, suggesting Google has specific guidelines for when to display them in this sector.

   E-Commerce: Strong Growth with Late-Month Volatility

   AIO presence on E-Commerce keywords increased from 11% to 17% in July, but showed significant fluctuations at month's end. Volatility: CV ≈ 13.7% for most of July, increasing notably in the last few days

   
   
    

   E-commerce saw significant growth for most of July with moderate volatility, covering a wide range of products:

   1. Electronics (e.g., "iphone 11," "google pixel 7")
   2. Home appliances (e.g., "washing machines," "bread makers")
   3. Furniture and home decor (e.g., "recliner chair," "dining table")

   

   However, the last few days of July and early August showed increased volatility, with AI Overview presence fluctuating between 14% and 16.8% before dropping sharply to around 11% on July 31st. This late-month instability suggests Google may be fine-tuning its approach for product-related queries, potentially in response to user engagement data or as part of a broader adjustment across multiple sectors.

   B2B Tech: Notable Growth with Late-Month Decline and Volatility.

   B2B Tech increased from ~29% to ~45% for most of July, but saw a significant drop and increased volatility at month's end. Volatility: CV ≈ 18.9% for most of July, increasing substantially in the last few days

   

   B2B Tech saw notable growth for most of July with moderate volatility, particularly for:

   • Advanced technical concepts (e.g., "confirmatory factor analysis," "natural language programming")
   • Cybersecurity topics (e.g., "cyber security salary," "zero trust security")
   • Data analysis and management (e.g., "data clustering algorithms," "data anonymization")

   

   The moderate volatility indicates ongoing experimentation with AI Overviews in this sector, possibly due to the rapidly evolving nature of tech-related topics.

   Insurance: Significant Growth Followed by Late-Month Decline and Volatility

   Insurance jumped from 15% to over 35% in the second half of July, but saw a significant drop and increased volatility at month's end. Volatility: CV ≈ 37.8% for most of July, increasing further in the last few days

   

   • Insurance saw high volatility throughout July, with new AI Overviews primarily related to workplace issues:
   • Work culture (e.g., "organizational work culture")
   • Employee benefits (e.g., "legal breaks at work," "fringe benefits")

   

   However, the end of July brought even more dramatic changes. AI Overview presence fluctuated significantly, dropping from a peak of 27.4% on July 28th to 20.4% by August 1st. This represents a decrease of about 25% in just a few days.
   
   The high volatility throughout the month suggests Google was actively testing and adjusting AI Overviews for insurance-related queries. The sharp decline in the last few days could indicate a reevaluation of this approach, possibly due to challenges in providing accurate or valuable AI-generated content for insurance topics.
   
   Education: Significant Growth Followed by Late-Month Decline and Fluctuations

   AIOs Presence for Education surged from 16% to 38% in the second half of July, but experienced a decline and increased volatility at month's end. Volatility: CV ≈ 43.7% for most of July, with continued high volatility in the last few days

   

   Education experienced a remarkable turnaround and very high volatility throughout July. New AI Overviews focused on:

   • Degree types and requirements (e.g., "associate degree," "bachelors in science")
   • Career-specific education (e.g., "cyber security salary," "nurse salary")
   • Specialized fields (e.g., "mha degree," "psyd")

   

   The high volatility suggests rapid changes in how Google applied AI Overviews to educational topics, possibly in response to user engagement or to cover a wide range of educational queries.
   
   Travel and Entertainment: Brief experimentation followed by removal
   
   Travel increased from near 0% to about 2%, with a brief spike to 9.4% before dropping to 0% by July 31st. Entertainment maintained a very low presence around 1% throughout July before disappearing entirely. Volatility: Travel CV ≈ 163.7%, Entertainment CV ≈ 76.8% (Extremely volatile).
   
   These sectors showed the highest volatility among all industries, with dramatic changes at the end of July:
   Travel:
   July 20th-21st: Brief spike to 8.5-9.4% AI Overview presence
   July 29th: Dropped to 2.7%
   July 30th-31st: Further declined to 1.9%
   
   Entertainment: Maintained very low presence (around 1%) for most of July
   July 28th-31st: Fluctuated between 0.3% and 0.6%
   
   This extreme volatility, followed by complete removal, suggests that Google was in the early stages of experimenting with AI Overviews in these industries but ultimately decided to halt their use, at least temporarily.

5. AI Overviews overlapped with regular Google Results more in July
   
   BrightEdge Generative Parser™ detected that there was more overlap in July and August with regular results and citations compared to June. Moreover, these recent months proved to be significantly more volatile, with citation sources fluctuating dramatically throughout the period.

   

   When assessing volatility, we calculated the standard deviation for each ranking cohort. July showed higher volatility across all ranking cohorts compared to June. For the top 10 rankings, the standard deviation jumped from 242.8 in June to 336.0 in July. Similar increases in volatility were observed across all other ranking cohorts.
   
   A closer look at the data reveals some notable trends:
   
   -While the top 10 saw slight decreases in overlap at times, it also experienced significant spikes.
   -The 31-100 rankings experienced a general increase in overlap, sometimes exceeding 3%, indicating that Google is diversifying its sources for AI Overviews, pulling in more information from lower-ranking pages. -Mid-range rankings, particularly the 11-20 cohort, while generally more stable, also saw notable fluctuations corresponding with the top 10 spikes.
   -The 21-30 cohort showed more variability than initially observed in July.
   
   The increase in overlap for lower rankings highlights the growing importance of pages related to primary keywords, even if they're not in the top 10. High-quality content can still be valuable for AI Overviews, regardless of its ranking position.
   
   For digital content marketers, these trends underscore the importance of content related to the core targeted keywords. Strategies should focus on creating comprehensive, high-quality content that addresses user needs across various topics related to your industry, as opportunities for visibility in AI-generated content are becoming more widely distributed across regular rankings.

6. Features in AI Overviews fluctuated throughout the month of July
   BrightEdge Generative Parser™ detected fluctuations in content presentation and user experience. Features within AI Overviews show insights into how they are adapting to maximize value to the user.
   
   

   Versus Tables: These showed a 175% increase in average daily occurrences from June to July, this feature expanded its presence significantly. While still appearing in less than 1% of keywords, its growth trajectory suggests an increasing emphasis on comparative content in AI Overviews.

   

   Product Viewers: The Product Viewer as a standalone (outside of a carousel or a breakout), particularly for shopping-related content, experienced a notable downturn. Previously appearing in about 13% of our keywords in June, it saw a 70% decrease by July. This shift represents one of the most substantial changes for features, suggesting elements like faceted results and unordered lists with breakouts being preferred for AI Overviews

   

   Warnings correspond to category growth: Medical Warnings, which are the most common warning type experienced a 10% increase from June to July, consistently appearing in about 13-15% of keywords. Financial Warnings, less common but still significant, decreased by approximately 40%. This suggests Google is dialing in which queries are able to deliver the most trustworthy results.
   
   Volatility Analysis July showed increased volatility compared to June across several features:

   1. Versus Tables: 85% more volatile in July, though this volatility is amplified by its low occurrence rate.
   2. Product Viewer: 40% increase in volatility, significant given its relatively high representation in the dataset.
   3. Reviews: Showed extreme volatility in July, with a coefficient of variation 300% higher than in June, despite its low overall presence.

   Conversely, Medical Warnings showed 25% less volatility in July, suggesting more consistent application of health-related cautions across a substantial portion of our keyword set.
   
   These trends point to a dynamic shift in AI Overview content strategy. The move towards comparative content, coupled with a reduction in product-centric elements, suggests an evolving focus on diverse information presentation. The increased volatility in key features indicates ongoing experimentation, highlighting the fluid nature of AI-generated content in search results.
   
   The substantial decrease in Reviews and Product Viewer features, alongside the growth in Versus Tables, may indicate a shift from individual product focus to broader category comparisons, albeit affecting different proportions of our keyword set. Meanwhile, the consistent and substantial presence of Medical Warnings underscores a continued emphasis on providing cautious, health-related information across a significant portion of queries.
   
   This evolution in AI Overviews reflects a broader trend in search engines' approach to information delivery, prioritizing comparative analysis and health awareness while reducing emphasis on direct product reviews. As these features continue to evolve, we can expect further refinements in how AI-generated content is presented to users, potentially affecting an even larger proportion of search queries.

7. Top Cited Domains Fluctuated across categories in July
   
   Comparing data from June to July, BrightEdge Generative Parser™ identified changes that suggest a refinement in where AI Overviews cite information the most.
   
   Wikipedia, often considered a cornerstone of quick information retrieval, showed a slight decline of about 5% in daily search volume. This marginal decrease might indicate that AI Overviews are diversifying their sources rather than relying heavily on this encyclopedic giant.
   
   Health-related top content sources saw some fluctuations. While some major players like mayoclinic.org and clevelandclinic.org experienced declines of 12% and 7% respectively, others like hopkinsmedicine.org saw a significant boost of 30%. This trend suggests a pivot towards more specialized medical institutions over general health information hubs.
   
   Interestingly, government health resources weren't immune to this shift. The CDC's website, for instance, witnessed a 15% decrease in citations. This could reflect a broader trend of AI systems favoring a more diverse range of expert sources over centralized authorities.
   
   The most dramatic change was observed in news and media outlets. USA Today, for example, saw a 60% drop in citations, while Forbes experienced a 30% decline. This substantial decrease might indicate that AI Overviews are prioritizing more specialized or academic sources for current information, rather than relying on general news outlets.
   
   On the flip side, BrightEdge Generative Parser™ detected an uptick in citations for technology-focused websites, with tomsguide.com enjoying a 40% increase. As we see increases in AI Overviews for broader terms and more sophisticated technologies, these sources are likely preferred over general news sites or sites such as Wikipedia.
   
   Academic sources also gained ground, with yale.edu seeing a 25% boost in citations. This trend towards more scholarly sources aligns with the overall shift towards specialized, expert content that we're observing.
   
   These changes paint a picture of AI Overviews evolving to provide more nuanced, specialized information. The systems appear to be moving away from broad, general sources and gravitating towards expert, academic, and niche content providers. This could result in more in-depth, specialized responses to user queries.
   
   However, it's crucial to remember that these trends can be influenced by various factors, including seasonal variations in search patterns, changes in user behavior, and ongoing refinements to AI algorithms. As we continue to track these developments, we'll gain a clearer picture of how AI systems are shaping the information landscape and what it means for content creators, SEO strategies, and user experiences.
8. AI Overviews Continue to Shrink: July Sees a Further 12.5% Reduction in Size, with a Big Drop at Month's End
   
   The trend of AI Overviews becoming more compact continues, with July marking another significant milestone in Google's ongoing refinement process. Our data from BrightEdge Generative Parser™ reveals:
   
   AI Overviews shrunk by an additional 12.5% during July, following June's 13% reduction

   

   While June was characterized by volatility and notable fluctuations, July presented a different picture. The month showed a more stable trend with gradual changes for most of the period, suggesting that Google may have found a sweet spot in terms of AI Overview size. This stability was particularly evident in the first three weeks of July.
   
   As we move further into August, we will watch to see if this new size range (about 6-7% smaller than the July average) represents a new baseline or if Google will continue to experiment with AI Overview dimensions. The continued reduction in size does suggest that Google is optimizing AI Overviews to fit alongside other elements in the search result.

9. AIO’s experimented with citated sources differently across industries
   
   BrightEdge Generative Parser™ shows patterns in content volatility, with eCommerce emerging as the most dynamic sector. As AI search technologies are still earning trust with the public, with some acknowledged issues with factual statements early on, we see AIO’s are varying how much they change citations by industry. This suggests that for some industries trusted sources are dialed in while others are still being tested. Looking at the domains that are cited by AIO across industries, we see that some are more consistent than others:

   eCommerce: eCommerce demonstrated the highest citation volatility among all industries tracked. From mid-June onwards, eCommerce experienced dramatic fluctuations, with some days showing increases of up to 135% compared to early June figures. This extreme variability suggests that AI systems may be rapidly reevaluating the relevance of eCommerce content across various queries.
   B2B Tech: maintained a moderate level of volatility. While generally more stable than eCommerce, it wasn't immune to significant shifts, experiencing a 26% dip in mid-June before recovering. This sector's fluctuations underscore the evolving importance of technical content in AI-generated responses.
   Healthcare: Despite its large keyword representation, Healthcare showed surprising volatility. A notable dip of about 20% in mid-June, followed by a rebound and stabilization, indicates that even well-established content areas are subject to AI reassessment.
   Finance remained the most stable, with day-to-day variations rarely exceeding 10%.
   Education showed moderate fluctuations, with a maximum variance of about 31% between its highest and lowest days.
   Insurance fluctuated where it cited domains significantly with some days seeing up to an 85% increase from its lowest points.
   
   July was an amazing month of innovation and focus for AI Overviews! As we start to look to planning for the fourth quarter and the holiday season, we will continue to monitor these trends to ensure marketers are prepared for the expanded role of AI in search! We’re excited to see where these innovations take our eco-system!