New research from BrightEdge reveals that Google’s AI Overviews is rapidly expanding its footprint in search results, increasingly dominating screen space and blocking organic search listings. If this trend continues, a significant portion of SERP real estate could be overtaken by AI Overviews and ads, leaving publishers scrambling for visibility.
Organic Search Gets Squeezed
Since its launch in May 2024, Google’s AI Overviews feature has sparked controversy among SEOs and publishers. By generating concise answers directly in search results, Google leverages publisher content to satisfy user queries without driving traffic to the source sites. This practice has hit publishers hard, with many, including major brands, experiencing drastic traffic declines and, in some cases, shutting down entirely.
For publishers already grappling with ranking volatility and algorithm changes, AI Overviews have only added to the challenges, further tarnishing Google’s reputation among content creators.
AIO Dominating the SERP Real Estate
BrightEdge data shows that AI Overviews initially consumed around 600 pixels of screen space in May 2024—equivalent to what’s considered “above the fold.” By summer, this had ballooned to 800 pixels, with projections indicating it could surpass 1,000 pixels in the near future.
When combined with Google Ads, this leaves minimal room for traditional organic links, making it even harder for publishers to gain visibility.
AIO Expansion Across Search Queries
The reach of Google’s AI Overviews is also growing across various niches. BrightEdge reports that health-related searches are leading the charge, with AIOs now appearing in over 80% of queries in this category. Other sectors showing significant growth include:
- B2B Technology: AIO visibility increased from 30% in May to nearly 50% by year-end.
- Finance: Coverage jumped from 5% to 20%, with projections of up to 25% by mid-2025.
- eCommerce: AIOs now appear in 35% of queries, expected to hit 40-45% in 2025.
- Emerging Sectors: Categories like entertainment, travel, and restaurants are seeing rapid adoption, with queries triggering AIOs increasing 50-100x in some cases.
What’s Driving the Growth?
Google’s AI Overviews have evolved from answering simple queries to addressing more complex, context-aware questions. For instance, restaurant-related queries have shifted from niche, long-tail searches to more general ones, such as reservations and menu options. BrightEdge anticipates that in 2025, AIOs will move from informational responses to actionable ones, such as bookings and purchases.
How Publishers Can Adapt
BrightEdge CEO Jim Yu suggests that publishers must rethink their content strategies to stay relevant in an AI-driven search environment:
- Focus on Authority: Content, site structure, and technical SEO will play a critical role in establishing trust and visibility.
- Leverage Schema Markup: Use schema to clearly communicate the purpose and context of content, making it easier for AI to recognize its value.
- Monitor Intent Signals: Understand user intent layers and ensure your content aligns with the evolving complexity of AI-driven queries.
- Adapt to AI-Driven SERPs: Keep a close watch on how AIOs display content and aim to create unambiguous, authoritative pieces that AI prioritizes.
The Road Ahead
As AI Overviews continue to expand, publishers must adapt quickly or risk being overshadowed. Google’s increasing reliance on AI assistants like Gemini suggests that traditional search box traffic may decline further.
The message for marketers is clear: embrace the shift towards actionable, intent-driven content, and leverage competitive insights to ensure your content stays relevant in this evolving search landscape.
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