A recent analysis reveals that the webpages featured in Google’s AI Overviews fluctuate more dramatically than those ranking in traditional organic search results.
AI Overviews Experience Frequent Ranking Changes
A study conducted by Authoritas, an SEO platform specializing in ecommerce, has found that Google’s AI-generated search results are significantly more unstable than its conventional organic rankings. The findings indicate that within just two to three months, approximately 70% of pages ranked in AI Overviews had changed.
Comparing AI Overviews and Organic Search Volatility
While Google’s organic search rankings have long been known for their fluctuations, the study suggests that AI Overviews experience even greater instability.
- AI Overview ranking volatility scores: 0.68 (after 8 weeks), 0.73 (after 13 weeks).
- Google organic search volatility scores: 0.49 (after 8 weeks), 0.55 (after 13 weeks).
Differences Between AI Overviews and Organic Rankings
Ranking in the top 10 organic search results does not guarantee inclusion in AI Overviews. According to the study, the two ranking systems operate independently in many cases:
- 60% of the time, pages appearing in the top 10 also show up in AI Overviews.
- 40% of the time, AI Overviews highlight webpages that are absent from Google’s top 10 organic results.
Changing AI Overview Text Snippets
The study also noted that the textual content within AI Overviews evolves over time. While some cited sources remain the same, the text snippets displayed by Google often shift. Monitoring these changes can provide insights into shifts in user intent and content relevancy.
Key Takeaways for SEO Professionals
Google’s AI Overviews are here to stay, and their ranking mechanisms differ significantly from traditional SEO practices. With volatility being a key factor, it’s essential for marketers to continuously track AI Overviews for their target keywords. Understanding ranking shifts and content updates can help businesses adapt their strategies and maintain visibility in this evolving search landscape.