I analyzed 300K key phrases to grasp what triggers AI Overviews. The outcomes had been predictable in some methods and wholly stunning in others.
For example, one in every of my favourite stats (though not the favourite – you’ll should learn on for that ) is that 99.9% of AI Overview SERPs show not less than one different SERP characteristic.
On this examine I try and nail-down the important thing variations between AIO SERPs, vs. non-AIO SERPs.
I hope you discover it fascinating!
| Metric | AIO SERPs | Non-AIO SERPs |
|---|---|---|
| Median Key phrase Problem | 12 | 33 |
| Median Search Quantity | 500 | 29,000 |
| Median Site visitors Potential | 2,200 | 18,000 |
| Median CPC | 0.35 | 0.45 |
| Median Key phrase Size | 4 | 2 |
| Cell Site visitors % | 81% | 77% |
| Desktop Site visitors % | 19% | 23% |
- Common AIO search volumes are 193x smaller than non-AIO volumes.
- AIO key phrase Site visitors Potential (TP) is 8x smaller than non-AIO SERPs.
- AIO key phrases are long-tail, with a phrase size of 4 phrases vs. 2 phrases in non-AIO SERPs.
- Key phrase Problem (KD) is decrease in AIO SERPs, with a median rating of 12 vs. 33 for non-AIO key phrases.
- Content material requires simply 13 referring domains to rank in an AIO SERP on common.
- Informational intent key phrases set off an AI Overview 99.2% of the time.
- AIOs solely have a ten% likelihood of exhibiting for business and transactional key phrases.
- 99.9% of AIO SERPs returned not less than one different SERP characteristic, with 3 exhibiting on common.
- AIO key phrases set off 849% extra Featured Snippets and 258% extra Discussions in comparison with non-AIO queries.
- Then again, AIO SERPs present 96% fewer Sitelinks, 84% fewer Movies, and 75% fewer Information Panels in comparison with non-AIO SERPs.
Analysis from SEOClarity reveals that AI Overviews supply a high 10 rating web page within the SERPs 99.5% of the time.
Kevin Indig takes this analysis even additional, proving that 40% of AIO sources rank past the highest 10, in positions 11-20.
It stands to motive that the extra you realize about rating organically in an AI-topped SERP, the simpler it will likely be to look in an precise AI Overview.
Primarily based on that logic, I made a decision to investigate 150K of the most searched key phrases that generate an AI Overview, vs. 150K of probably the most searched key phrases with out an AI Overview, to search out out the important thing attributes of AIO topped SERPs.
I’ve studied fairly a couple of related metrics to Circulate Company’s analysis of 5K HR and Workforce Administration AIO Key phrases carried out by the superior Helene Jelenc again in July—which additionally used Ahrefs—so if you happen to’ve learn that examine, you’ll be accustomed to this information.
Ahrefs now tracks AI Overviews
Ahrefs has additionally only in the near past launched two highly effective new options in Key phrases Explorer, which impressed me to do that evaluation:
The AI Overview SERP Characteristic filter, which returns each key phrase that generates an AI Overview within the SERPs…
And the Intents filter…
Now, with out additional ado, listed here are my 5 high findings from the analysis:
AI Overviews predominantly seem for low-volume, long-tail key phrases.
Even the most well-liked AIO key phrases generate minimal search demand, averaging simply 150 searches month-to-month. In actual fact, AIO key phrase search volumes are 193 occasions smaller than that of non-AIO key phrases (which drive 29K on common).
AIO key phrases additionally generate 8 occasions much less visitors potential—which is actually the sum of natural visitors earned by the #1 rating web page, from all its many key phrases and rankings.
The info reveals that AIO queries are long-tail, containing 4 phrases on (median) common vs. 2 for normal searches, which explains these visitors and quantity shortfalls.
Sidenote.
You’ve most likely observed that the most typical AIO phrase size on the chart above is 3—not 4, as I stated above. It is because the chart makes use of the “mode common”, or commonest key phrase phrase size, with a view to see the proportion breakdown. I’ve used median averages when analyzing standalone stats throughout the whole dataset, since they’re much less affected by excessive values or outliers.
Evaluating phrase lengths, you may see that almost all of non-AIO key phrases development in the direction of the left of the chart across the decrease numbers, confirming their short-tail nature, whereas AI Overview key phrases peak at 3 phrases and are extra evenly distributed throughout longer phrase lengths.
AI Overviews are designed to reply person questions, so it is sensible that AIO key phrases are extra discursive, and longer-tail.
I observed that these key phrases tended to be question-focused. As a fast instance, filtering for the everyday query key phrase “How” within the AIO dataset returns 20K outcomes, in contrast with solely 55 within the non-AIO dataset.
Usually, AIO key phrases additionally displayed clearer intent. Take the eighth most searched key phrase within the dataset, “ozempic unwanted side effects”, for instance. The purpose of the searcher is pretty unequivocal.
These aren’t probably the most groundbreaking of insights—they’re just about what I anticipated to see—nevertheless it’s all the time good to get a idea confirmed with actual information.
Tip
AIO key phrases don’t all the time drive decrease visitors. Right here’s tips on how to discover AIO key phrases with greater visitors potential.
- Search a broad key phrase in Key phrases Explorer > Matching Phrases report
- Choose the AI Overviews within the SERP Characteristic filter
- Kind Site visitors Potential from excessive to low
- Discover excessive visitors potential AIO key phrases
Key phrase Problem is a metric we devised that will help you perceive how exhausting it’s to rank for a specific search question, based mostly on the variety of referring domains (RDs) earned by the Prime 10 organically rating pages.
From the info, 71% of AI Overview key phrases have a Key phrase Problem rating beneath 30, with the median common being 12—in contrast with a median common of 33 for non-AI outcomes.
Provided that AIO key phrases are the longer-tail, lesser searched of the 2, this tracks.
Right here’s an instance key phrase from the dataset with a Key phrase Problem of 12: “Can canines have cinnamon” (the reply is sure, in small quantities, for anybody that’s questioning )
To rank within the SERP for a lot of AIO key phrases within the examine, you’d solely want a minimal of 13 referring domains, vs. 41 for non-AIO SERPs.
Whereas they drive decrease volumes and visitors, AIO topped SERPs require fewer backlinks to enter into.
Tip
Discover low problem AIO key phrase alternatives out of your opponents:
- Search your opponents’ area in Web site Explorer > Natural Key phrases report
- Swap on the AI Overview SERP Characteristic filter
- Choose “The place goal ranks” to see which AI Overviews your opponents personal
- Apply a most Key phrase Problem filter of 50
- Discover related AI Overview producing key phrases
Because it stands, 99.2% of all AI Overview key phrases are informational.
AI Overviews generate when customers are searching for particulars, explanations, or steering, versus making direct purchases.
Business and transactional key phrases are more durable to come back by, making up lower than 10% of all AIO SERPs analyzed (5.8% and 4.0% respectively).
However I count on this may increasingly enhance, what with Google rolling out adverts in AI Overviews.
In relation to non-AIO key phrases, search outcomes are nonetheless overwhelmingly informational, however different intents seem extra incessantly vs. AIO SERPs.
For example, there have been double the quantity of business and transactional key phrases within the non-AIO evaluation vs. the AIO dataset (20% vs. 10%).
Sidenote.
Keep in mind that the numbers don’t add as much as 100% as a result of many key phrases show a number of intents.
I used to be stunned to see transactional queries exhibiting AIO solely ~10% of the time, a rise from the 5-7% seen at launch. This may actually impression SEOs’ technique for transactional pages. Rating solely in natural search with out regard for showing in AIO will result in missed alternatives.
Tip
Discover informational AIO key phrases throughout your key phrase analysis.
- Search a broad key phrase in Key phrases Explorer > Matching Phrases report
- Set the Intent filter to “Informational”
- Choose the AI Overviews within the SERP Characteristic filter
- Discover informational AIO key phrases
Keep in mind that SEOClarity examine? The higher visibility you’ve in natural search outcomes, the extra probably you might be to win visibility in AI Overviews.
And natural search outcomes don’t simply imply basic blue hyperlinks anymore—that a lot all of us know.
With that in thoughts, I made a decision to investigate the prominence of 18 SERP options in AIO search outcomes.
Of the 150K AI Overview SERPs I analyzed, 99.95% returned not less than one different SERP Characteristic.
In actual fact, every SERP returned 3 on common—ignoring the AI Overview itself.
If you wish to personal an AI Overview, you must think about optimizing your manner into SERP Options.
Particularly, take into consideration infusing your content material with Q&As.
The “Folks Additionally Ask” characteristic appeared in 80.92% of all AI Overview queries.
Featured Snippets, Thumbnails, Video Previews, and Discussions had been additionally outstanding.
And issues bought much more fascinating once I in contrast in opposition to non-AIO key phrases…
There was solely a minor distinction within the presence of Folks Additionally Ask for AIO and non-AIO key phrases, however there have been different characteristic contrasts that leaped out of the information.
Key phrases that set off AIOs additionally set off…
…vs. non-AIO search outcomes.
For those who assume that AI Overviews are supplanting Featured Snippets, assume once more.
This characteristic seems in over half of all queries within the dataset. It’s intrinsically tied to the AIO SERP.
That is what it appears like, for many who are unfamiliar: 
Discussions are additionally way more prevalent in AIO SERPs on the time of writing. Right here’s what they appear like on the SERP:
Google has been bumping UGC up the rankings all by 2024, and in a latest interview with Aleyda Solis, Google’s Search Liaison, Danny Sullivan, confirmed they’ll be sticking with this technique, so it doesn’t shock me to see way more Discussions current for AIO key phrases.
I’ll admit I was stunned to see the Information Panel so low down the AIO chart although, with 76% decrease visibility than non-AIO outcomes.
In keeping with Google’s official documentation, it depends on the Information Graph to generate AI Overviews.
Evidently, it doesn’t want the visible Information Panel to generate AI Overview content material, and simply grabs info from the Information Graph within the background.
Tip
Align your content material with AI Overview producing SERP Options.
- Head to the Questions tab within the Matching Phrases report
- Choose the Featured Snippet and AI Overview within the SERP Characteristic filter
- Choose Folks Additionally Ask within the SERP Characteristic filter
- Discover key phrases that generate AIO associated SERP Options
Cell visitors dominates AI Overview queries, accounting for 81% of visitors, vs. 19% for desktop.
It’s marginally much less vital to be mobile-optimized for non-AIO queries (77% cell vs. 23% desktop), however these SERPs are nonetheless overwhelmingly mobile-first.
Your content material must be mobile-ready if you happen to’re hoping to up your visibility in AIO search outcomes.
Tip
Discover out the cell/desktop distribution of your individual AIO key phrases in Key phrase Explorer.
- Head to Key phrases Explorer > Matching Phrases report
- Swap on the AI Overview filter
- Take note of the cell/desktop distribution column
How I compiled this analysis
I ran an open search in Key phrases Explorer, utilized Ahrefs’ AI Overview SERP filter, exported the highest 150K outcomes, then analyzed the info in Google Sheets with somewhat assist from ChatGPT.
Then I repeated this course of for non-AIO producing key phrases—the one distinction being that I chosen the “Not on SERP” filter in Key phrases Explorer.
Wrapping up
By specializing in instructional content material, optimizing for outstanding SERP options, and getting your content material cell optimized, you’re typically extra prone to enhance visibility in AIO SERPs, and perhaps even declare the AI Overview by proxy.
Keep in mind it is a pretty broad dataset, provided that I’ve analyzed the most searched AIO and non-AIO queries. Metrics will certainly range throughout area of interest key phrase classes.
I simply did a fast test on 680 search engine optimization/Advertising key phrases, for instance, and AIO key phrases are overwhelmingly desktop pushed (72% for desktop vs. 28% for cell), which means cell optimization received’t be as essential if you happen to work in SaaS.
I wholly encourage you to do your individual analyses in Ahrefs in your business and/or the key phrases you care about.
Since I performed this examine, Ahrefs’ Key phrases Explorer has found much more AI Overview based mostly key phrases. We’re engaged on amassing extra information, together with the presence of hyperlinks and domains inside the AIO, so maintain your eyes peeled for that.
When you’ve got any questions on this analysis, be happy to drop me a message on LinkedIn. My inbox is all the time open :]
