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Growing Alignment Between Organic Search Results and AI Overview Citations
A new part of Google called AI Overview (AIO) sometimes shows a summary of answers when you search for something. BrightEdge noticed that the websites Google chooses for these AIO summaries are often the same ones that show up in the regular search results, especially in the top ten positions. This means that if a website is one of the top results in a regular search, it might also appear as a “citation” (a source) in AIO. Google seems to be using AIO to highlight top websites in regular searches because it trusts those sites. So, if you’re making content, it’s good to aim for a high ranking because it could make your site pop up in more places.Shopping Queries Show Limited Overlap Between Organic and AIO Results
Even though AIO and regular search results often show the same top websites, BrightEdge saw that this isn’t the case for shopping searches. When people look up products to buy, AIO and regular search results don’t match up as much. Google may be testing out different ways to show results for shopping searches compared to regular information searches. For people who run online stores, this means they might have to think about two different ways to get their products noticed – one for regular search and another for AIO.Downward Trend in Organic and AIO Result Overlap
BrightEdge noticed that, at first, regular search and AIO results were overlapping a lot. However, after November 8, when Google’s new update officially started, these results started becoming less similar. It’s as if Google is testing different types of results to figure out what works best, which means there’s still a lot of change happening. If you’re a website owner or SEO professional, this means it’s smart to keep an eye on your rankings. You might see your website move up and down in search results more often while Google’s changes settle.How Different SERP Positions Are Affected by Volatility
Since this update began, BrightEdge has seen different changes in search results depending on where a website is ranked:- Top 10 positions: Volatility increased by +10.6%
- Positions 11–20: Declined in volatility by -5.9%
- Positions 21–30: Volatility spiked by +23.3%
Different Changes in Different Industries
The update doesn’t affect every industry in the same way. Here’s what BrightEdge noticed in different areas:- E-commerce (shopping sites): Big changes, with a 22.1% drop in some top results.
- Education: Smaller changes, around -7.3%.
- Healthcare: Very stable, with only a -1.5% change.
- Technology (B2B Tech): Very tiny changes, just -0.4%.
How Google Chooses Content for AI Overviews
BrightEdge also looked at the types of content that Google likes to show in AIO:
- Educational content (like learning resources): It seems to be stable and favoured by Google.
- Product-focused content (like shopping items): Changing a lot, so it’s less predictable.
- Research-based sites (websites with a lot of trustworthy information): Staying steady, which shows Google values them.
- Expertise in industries (content written by knowledgeable people): Becoming more important.
This means that if you’re creating content, it’s better to focus on what people really want to know rather than just cramming in keywords.
What This Means for People Who Create Websites
If you have a website or write content, here are some tips for keeping up with Google’s new update:
- Make Content for Users, Not Just for Google: Google wants to show content that actually helps people, so try to focus on useful, clear information instead of just stuffing in keywords.
- Keep Track of Your AIO Mentions: If you see your site in an AIO summary, great! But keep an eye on it since AIO results may change.
- Be Ready to Adjust: Search rankings might keep shifting for a while, so stay flexible and don’t panic if you see changes.
- Focus on Industry Trends: Check how your industry (like e-commerce or education) is being affected, as this might mean making specific adjustments for your field.
Why Some Publishers Are Upset About AI Overviews
Some people who create content aren’t happy about AIO because it takes parts of their websites, summarizes them, and only shows a small link back to their site. This is frustrating because their hard work gets condensed, and users don’t always know where the original content came from.
Frank Pine, who manages a lot of big newspapers, even called AIO “cannibalizing” content, which means taking it in a way that makes it harder for the original creators to benefit. Even though this is tough, it’s a reminder to keep an eye on how AIO uses your content and see if it’s helping or hurting your website traffic.
What’s Next? Staying on Top of Google’s Changes
Google’s November 2024 update shows us that search rankings are always changing, and AI is playing a bigger role. If you want your website to do well, it’s important to focus on making high-quality, helpful content, keep up with how your site ranks, and stay flexible.
By paying attention to these trends, you can keep your site competitive and make the most of what Google’s search results and AIO can offer.
Frequently Asked Questions
2. Why are shopping-related search results less aligned between AIO and organic results?
For shopping queries, AIO and organic results show fewer similarities because Google may be testing separate ranking factors for product-focused content. This difference suggests that product and information-based searches now require separate SEO approaches, with organic rankings likely emphasizing different factors than AIO does for shopping.
3. What does increased volatility in search rankings mean for content creators?
Since the update, search rankings, especially in positions 21-30, have been more volatile. This increased fluctuation indicates Google is actively testing new ranking factors, causing shifts in organic and AIO results. Content creators should monitor these changes and adjust strategies to stabilize their rankings over time as Google fine-tunes its criteria.
4. Which types of content are most affected by Google’s November 2024 update?
BrightEdge reports that e-commerce and product-focused content show the most volatility, while educational and research-based content has remained more stable. This trend suggests that Google’s update is prioritizing user-centric information over purely promotional content, favoring content that offers genuine value and industry expertise.
5. How can content creators adapt to the new search trends introduced in this update?
To align with the November 2024 update, creators should focus on producing authoritative, user-focused content. Prioritize topics that provide real value rather than just keyword-optimized material. Monitoring AIO citations and organic rankings regularly can help creators adjust content strategies and maintain visibility during periods of algorithmic change.
