A new study shows that Google’s AI Overviews appear in nearly half of all search results and take up to 48% of mobile screen space.
Conducted by Botify and DemandSphere, the research analyzed over 120,000 keywords across 22 websites.
The study, conducted between August and September, finds that traditional SEO metrics like click-through rates may no longer give a complete picture of search performance.
When AI Overviews show up with featured snippets—which happens 60% of the time—these can occupy up to 76% of mobile screens, pushing regular listings out of view.
While strong organic rankings remain crucial, with 75% of AI Overview mentions coming from top-12 ranked pages, businesses need to adapt their strategies to the rise of AI in search.
Here are more highlights from the study.
The study highlights a trend toward zero-click searches, with 60% of searches now resolved without users clicking links.
This shift creates a new challenge for businesses dependent on organic search traffic.
Key findings about search patterns include:
The research showed that Google misses crawling about 50% of pages on large websites, while Bing misses 20% of pages that get organic traffic from Google.
The report notes:
“You may have the best answer in your site’s pages, but if they aren’t found within the Google search index, they risk not being cited in an AI Overview — no matter how well-optimized they are otherwise.”
The study introduced a new way to measure content relevance using cosine similarity analysis.
It found that websites cited in AI Overviews often closely match the AI-generated summaries, indicating that higher quality content is linked to better visibility in AI search results.
The study suggests several strategic priorities for businesses:
The research, conducted from August 15 to September 1, analyzed:
The study reveals changes in how users view search results and how businesses should manage their online visibility. AI Overviews pose challenges for organic search but also present opportunities for adaptable businesses.
Key points for search marketers include maintaining strong organic rankings, tracking visual SERP positioning, and creating content that meets user needs.
As search engines enhance their AI tools, it’s vital to maintain a strong foundation of technical SEO while expanding AI-focused strategies for greater visibility.
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