Google's AI overview coincides with decline in mobile searches

New research from search industry expert Rand Fishkin has revealed that Google's introduction of its AI profile in May led to a significant drop in search volume, especially on mobile devices.

The study, which analyzed millions of Google searches in the United States and the European Union, sheds light on the unintended consequences of AI integration.

AI Overview: Development and Reversal

In May 2024, Google rolled out AI Summary in the US, which generates summaries of many search queries.

However, the feature was met with mixed reactions and was quickly scaled back by the end of the month.

In a blog post published on May 30, Google acknowledged that its AI-generated summaries can be inaccurate or useless, especially for unusual queries.

In response, Google says it has made more than 10 technical improvements to its system.

Subsequent research by SE Ranking found that the frequency of these summaries has decreased, with only 8% of searches resulting in an AI summary. However, the summaries that are displayed are longer and more detailed, with an average of 25% more content.

SE Ranking also noted that after the expansion, AI summaries link to fewer sources, typically around four.

The decline of mobile searches

The launch of AI Overview coincided with a notable decline in mobile searches in May, according to Fishkin's analysis.

Desktop searches increased slightly, but the decline in mobile searches is significant, considering that mobile accounts for almost two-thirds of all Google queries.

The findings suggest that users may be less inclined to search on mobile devices when faced with AI-generated summaries.

Fishkin commented:

“The most noticeable change in May was seen in both the EU and US, with a significant drop in mobile searches in particular (I'm sure if anything prompted Google to roll back this feature it was this).”

He added:

“If I ran Google, the decline in mobile search (remember, mobile accounts for nearly two-thirds of Google queries) would seriously scare the stock worshipper in me.”

Impact on overall search behavior

Despite the decline in mobile searches, the study found that search behavior remained relatively stable during the rollout of the AI ​​overview.

Clicks per search on mobile devices increased slightly, while clicks per search on desktop remained flat.

This suggests that while some users may have been deterred from starting a search, those who engaged with the AI ​​summary still clicked on results at a similar or slightly higher rate than last month.

Google and its impact on the search industry

The study highlights the challenges Google faces in integrating AI-generated content into its search results.

Additionally, the study uncovered other worrying trends regarding Google search behavior.

Low click-through rates: In the US, only 360 out of 1,000 Google searches result in a click to a non-Google website. The EU fares slightly better with 374 per 1,000. Zero-click searches dominate: In both regions, roughly 60% of searches end without a click, categorizing them as “zero-click searches.” Google's self-referred traffic: Around 30% of clicks from US searches go to Google-owned properties, with the percentage slightly lower in the EU. Why does SEJ care?

This study highlights the need for an adaptable SEO strategy.

As an industry, we may need to shift our focus to optimizing for zero-click search and diversifying our traffic sources outside of Google.

The findings also raise questions about the future of AI in search.

While big tech companies continue to invest in AI technologies, the study suggests that implementation is not always delivering the expected results.

Featured image: Marco Lazzarini/Shutterstock

Sources 1/ https://Google.com/ 2/ https://www.searchenginejournal.com/googles-ai-overviews-coincide-with-drop-in-mobile-searches/521303/ The mention sources can contact us to remove/changing this article

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