According to a new analysis from Authoritas, you should expect to see “some erosion of current traffic levels” for brand-related terms as a result of Google’s generative search experience.
Why we care Google announced today that it’s rolling out SGE to users who aren’t opted into Search Labs, under the name AI Overviews. We’re still in the dark about the impact AI-generated responses will have on organic traffic. And, as Authoritas said in his analysis:
“These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and the related brand and product terms you care about.”
Google SGE showed 91.4% of all search queries. Only 8.6% of keywords in this analysis did not have an AI-generated answer.
Image source: Authority
Quora is doing well on SGE. Question and answer site Quora finished “among the top 20 performing generative domains in 11 of 15 categories,” according to Authoritas.
Wikipedia was another winner, appearing in the top 20 in every category, including being the top performing domain or second in 11 of the categories examined.
SGE links. On average:
10.75 links appeared in SGE responses. 4.3 unique domains were submitted per response. 62% of generative links came from sources outside of the top 10 organic ranking domains. 20.1% of generative URLs directly matched an organic URL on Page 1, and 17.9% displayed a different URL from the same organic ranking domain.
PPC advertisements Just over 50% of keywords had paid search ads. These ads appear above SGE 51% of the time and below 49% of the time, on average. Here’s a chart showing a more nuanced breakdown by sector:
Shopping ads, meanwhile, appear below the SGE 64% of the time, on average.
About the analysis. It analyzed 2,900 keywords for 251 prominent US brands in 15 vertical sectors. You can read it here: SGE Research Study: The Impact of Generative Google Search Experience on Brand and Product Terms
Dig Deeper:
Google SGE testing and development is ongoing, 94% growth in Google SGE links are different from organic search results, study finds Google SGE impact by industry and emerging features. why recovery-augmented generation is our future Preparing for Google SGE: essential guide for marketers How Google SGE will affect your traffic and 3 SGE recovery case studies Google patent describes how the experience works generative search
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