Google’s recent introduction of AI Overview (AIO) to its US search results has sent shockwaves through the e-commerce industry, forcing online retailers to reevaluate their search engine visibility strategies.
SEO platform SE Ranking says there are both challenges and opportunities for online merchants navigating this changing landscape.
SE Ranking looked at 100,013 keywords and found that only 8.71% of keywords currently trigger AIO, a significant decrease from the 64% observed in pre-rollout testing.
AIOs are appearing less frequently but are becoming more substantial.
“According to our latest findings, the average length of AIO text is approximately 4,342 characters,” the SE Ranking study noted. This is a 24.59% increase from previous findings, which could lead to organic search results appearing further down the page.
The report reveals how Google's AI brief is reshaping the search landscape and potentially changing how consumers discover and interact with online businesses. Focusing on changes in search result display, ad placement, and content requirements, the study offers key insights for e-commerce businesses looking to maintain or improve their online presence in an AI-driven search environment.
What triggers an overview?
The study also revealed that certain niches are more likely to trigger AIOs than others. According to the study, “the human relationships niche had the highest percentage of keywords that trigger AIOs (26.62%), followed by food and beverage (24.78%) and technology (18.11%).”
For e-commerce companies operating in these niches, this is a mix of opportunity and challenge: the increased likelihood of AI generating answers could increase visibility, but it also raises concerns about losing direct clicks when AIOs fulfill user queries without requiring additional navigation.
However, not all verticals are facing the same disruption from AI: The data found that “travel, healthcare, law, news and politics” have less than 1% of keywords that trigger AIOs. This uneven distribution suggests that Google may be approaching certain topics with caution.
One potential silver lining for online retailers is the continued importance of trustworthy content.
According to the study, “84.72% of AIOs link to at least one domain from the top 10 organic search results,” indicating that investing in high-quality, relevant content remains crucial for both traditional SEO and AI visibility.
The survey also uncovered the types of websites most frequently referenced for AI overviews: while established players continue to remain prominent, niche-specific sites have emerged as leading sources of information.
“The presence of niche-specific domains like Runnersworld.com and Healthline.com as top linking sources may indicate that Google prioritizes sites with deep expertise on specific topics,” SE Ranking wrote.
This trend towards subject matter expertise is likely to benefit specialized e-commerce players who can position themselves as authoritative sources of information in their respective niches.
The study also revealed insights into query lengths and AIO triggers.
“Longer queries tend to trigger AIOs, with 10-word queries triggering 19.10% of AIOs,” the report states. This finding may prompt retailers to rethink their keyword strategies and focus on long-tail, question-based product descriptions.
Stay flexible
As online retailers navigate this new AI-enhanced search environment, the study highlights the need for adaptability.
“Given the unpredictable nature of AI in search, SEO specialists need to diversify their SEO strategies and optimize for both traditional and AI-enhanced search,” the researchers advise.
The researchers suggested that SEO specialists may need to “adjust their content strategies to target niche-specific queries” and “reconsider the length and structure of content to provide sufficient topical depth.”
The study also noted the change in the advertising landscape that comes with AIOs: “AIOs are accompanied by ads 87% of the time. Prior to their introduction, 73% of search results from AIOs had ads. ” This increased ad exposure can further impact the organic visibility and click-through rates of e-commerce sites.
As Google continues to refine its AI integration, the frequency and nature of AI overviews will likely evolve. For now, ecommerce players will need to navigate a future where AI acts as both a potential obstacle and opportunity in the quest for online visibility.