I analyzed 300K key phrases to know what triggers AI Overviews. The outcomes have been predictable in some methods and wholly stunning in others.
As an illustration, one in every of my favourite stats (though not the favourite – you’ll need to learn on for that ) is that 99.9% of AI Overview SERPs show no less than one different SERP characteristic.
On this research I try and nail-down the important thing variations between AIO SERPs, vs. non-AIO SERPs.
I hope you discover it attention-grabbing!
| 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 |
| Cellular Site visitors % | 81% | 77% |
| Desktop Site visitors % | 19% | 23% |
- Common search volumes are 98% decrease for AIO SERP vs. for non-AIO SERPs.
- AIO key phrases have 88% decrease Site visitors Potential (TP) in comparison with 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 industrial and transactional key phrases.
- 99.9% of AIO SERPs returned no 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.
- However, AIO SERPs present 96% fewer Sitelinks, 84% fewer Movies, and 75% fewer Information Panels in comparison with non-AIO SERPs.
In accordance with analysis from SEOClarity, AI Overviews will supply a high 10 rating web page within the SERPs 99.5% of the time.
And current analysis simply in from Kevin Indig reveals that 40% of URLs in AIOs additionally rank in positions 11-20.
It stands to cause that the extra you understand about rating organically in an AI-topped SERP, the better it is going to be to seem 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 number of comparable metrics to Move 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 should you’ve learn that research, you’ll be accustomed to this knowledge.
Ahrefs now tracks AI Overviews
Ahrefs has additionally only recently launched two superior new options in Key phrases Explorer which motivated me to do that evaluation:
The AI Overview SERP Function filter, which returns each key phrase that generates an AI Overview within the SERPs…
And the Intents filter…
Now, with out additional ado, listed below are my 5 high findings from the analysis:
AI Overviews predominantly seem for low-volume, long-tail key phrases.
Even probably the most searched AIO key phrases aren’t driving substantial quantity, receiving a median of solely 150 searches per thirty days—98% decrease than their non-AIO counterparts (29K).
Furthermore, AIO SERPs show 88% much less site visitors potential, which represents the sum of natural site visitors that the #1 rating web page receives from all its rating key phrases—which means that even top-ranking pages obtain modest site visitors in comparison with non-AIO SERPs.
The information confirms that AIO queries are long-tail, containing 4 phrases on (median) common vs. 2 for normal searches, which explains these site visitors and quantity shortfalls.
Sidenote.
You’ve in all probability observed that the commonest AIO phrase size on the chart above is 3—not 4, as I stated above. It’s because the chart makes use of the “mode common”, or commonest key phrase phrase size, with the intention to see the share breakdown. I’ve used median averages when analyzing standalone stats throughout your complete 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.
AIO Overviews are designed to reply person questions, so it is sensible that AIO key phrases are extra discursive, and longer-tail.
I additionally observed that AIO SERPs tended to be question-focused. As a fast instance, filtering for the standard query key phrase “How” within the AIO dataset returns 20K outcomes, in contrast with solely 55 within the non-AIO dataset.
In addition they, sometimes, displayed clearer intent. Take the eighth most searched key phrase within the dataset, “ozempic unintended 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 at all times good to get a idea confirmed with actual knowledge.
Tip
AIO key phrases don’t at all times drive decrease site visitors. Right here’s easy methods to discover AIO key phrases with larger site visitors potential.
- Search a broad key phrase in Key phrases Explorer > Matching Phrases report
- Choose the AI Overviews within the SERP Function filter
- Type Site visitors Potential from excessive to low
- Discover excessive site visitors potential AIO key phrases
Key phrase Problem is a metric we devised that can assist you perceive how arduous it’s to rank for a selected search question, based mostly on the variety of referring domains (RDs) earned by the High 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.
On condition 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 research, you’d solely want a minimal of 13 referring domains, vs. 41 for non-AIO SERPs.
Whereas they drive decrease volumes and site visitors, AIO topped SERPs require fewer backlinks to enter into.
Tip
Discover low issue AIO key phrase alternatives out of your rivals:
- Search your rivals’ area in Website Explorer > Natural Key phrases report
- Swap on the AI Overview SERP Function filter
- Choose “The place goal ranks” to see which AI Overviews your rivals 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 on the lookout for particulars, explanations, or steerage, versus making direct purchases.
Business and transactional key phrases are tougher to come back by, making up lower than 10% of all AIO SERPs analyzed (5.8% and 4.0% respectively).
However I anticipate this may occasionally improve, what with Google rolling out adverts in AI Overviews.
In the case of non-AIO key phrases, search outcomes are nonetheless overwhelmingly informational, however different intents seem extra ceaselessly vs. AIO SERPs.
As an illustration, 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. It will definitely 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 Function filter
- Discover informational AIO key phrases
Do not forget that SEOClarity research? The higher visibility you’ve got in natural search outcomes, the extra seemingly you’re 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 no less than one different SERP Function.
In reality, every SERP returned 3 on common — ignoring the AI Overview itself.
If you wish to personal an AI Overview, you need to contemplate optimizing your means into SERP Options.
Particularly, take into consideration infusing your content material with Q&As.
The “Individuals Additionally Ask” characteristic appeared in 80.92% of all AI Overview queries.
Featured Snippets, Thumbnails, Video Previews, and Discussions have been additionally distinguished.
And issues obtained much more attention-grabbing once I in contrast in opposition to non-AIO key phrases…
There was solely a minor distinction within the presence of Individuals Additionally Ask for AIO and non-AIO key phrases, however there have been different characteristic contrasts that leaped out of the knowledge.
Key phrases that set off AIOs additionally set off…
…vs. non-AIO search outcomes.
Should you suppose that AI Overviews are supplanting Featured Snippets, suppose 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 seems like, for individuals 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’s had a comfortable spot for user-generated content material (UGC) all all through 2024, and in a current interview with Aleyda Solis, 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 accordance 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 data from the Information Graph database 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 Function filter
- Choose Individuals Additionally Ask within the SERP Function filter
- Discover key phrases that generate AIO associated SERP Options
Cellular site visitors dominates AI Overview queries, accounting for 81% of site visitors, vs. 19% for desktop.
It’s marginally much less essential 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 should you’re hoping to up your visibility in AIO search outcomes.
Tip
Discover out the cell/desktop distribution of your personal 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 a little bit 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 distinguished SERP options, and getting your content material cell optimized, you’re usually extra more likely to enhance visibility in AIO SERPs, and perhaps even declare the AI Overview by proxy.
Keep in mind this can be a pretty broad dataset, on condition that I’ve analyzed the most searched AIO and non-AIO queries. Metrics will certainly differ throughout area of interest key phrase classes.
I simply did a fast examine on 680 web optimization/Advertising and marketing key phrases, for instance, and AIO key phrases are overwhelmingly desktop pushed (72% for desktop vs. 28% for cell), which means cell optimization gained’t be as essential should you work in SaaS.
I wholly encourage you to do your personal analyses in Ahrefs in your trade and/or the key phrases you care about.
Since I carried out this research, Ahrefs’ Key phrases Explorer has found much more AI Overview based mostly key phrases. We’re engaged on gathering extra knowledge, together with the presence of hyperlinks and domains inside the AIO, so hold your eyes peeled for that.
If in case you have any questions on this analysis, be happy to drop me a message on LinkedIn. My inbox is at all times open :]
