A new study from search industry expert Rand Fishkin finds that Google’s rollout of AI listings in May led to a noticeable drop in search volume, particularly on mobile devices.
The study, which analyzed millions of Google searches in the United States and the European Union, sheds light on the unexpected consequences of AI integration.
AI Overviews Rollout and Reversal
In May 2024, Google introduced AI summaries in the United States, which generate summaries for many searches.
However, the feature was met with mixed reactions and was quickly rolled back at the end of the month.
In a blog post published on May 30, Google admitted that the AI summaries are inaccurate or useless, particularly for unusual searches.
Google says it has made more than a dozen technical improvements to its systems in response.
A follow-up study by SE Ranking found that the frequency of these summaries was decreasing, with only 8% of searches now triggering an AI summary. However, when they do appear, these summaries are now longer and more detailed, with an average of 25% more content.
SE Ranking also noted that AI listings tend to link to fewer sources after expansion, usually around four.
Decline in mobile searches
Fishkin’s analysis shows that the introduction of AI Overviews coincided with a significant decline in mobile searches in May.
While there was a slight increase in desktop searches, the decline in mobile searches was significant, with mobile devices accounting for nearly two-thirds of all Google searches.
This finding suggests that users may be less likely to search on their mobile devices when confronted with AI-generated summaries.
Fishkin responded:
“The most visible changes in May were shared by both the EU and the US, specifically… Mobile searches dropped significantly (if there was anything stopping Google from rolling back this feature, I’d put my money on it being this).”
He adds:
“If I ran Google, that drop in mobile searches (remember, mobile accounts account for nearly 2/3 of all Google searches) would scare the hell out of me.”
Impact on general search behavior
Despite the decline in mobile searches, the study found that search behavior remained relatively stable during the rollout of the AI overviews.
The number of clicks per search on mobile devices increased slightly, while the number of clicks per search on desktops remained the same.
This suggests that some users may have been deterred from initiating a search, but those who did use the AI listings still clicked on results as often or slightly more often than in previous months.
Implications for Google and the search industry
The research highlights the challenges Google faces in integrating AI-generated content into its search results.
In addition, the research discovered other worrying trends in Google search behavior:
- Low click through rates: Only 360 out of 1,000 Google searches in the US result in clicks to non-Google websites. The EU does a little better with 374 clicks per 1,000 searches.
- No-click searches dominate:Nearly 60% of searches in both regions end without any clicks, classified as ‘no-click searches’.
- Google Self Referral Traffic: About 30% of search clicks in the US go to Google properties, in the EU that percentage is slightly lower.
Why SEJ is concerned
This study underscores the need for adaptable SEO strategies.
As an industry, we may need to focus more on optimizing for zero-click searches and diversifying traffic sources beyond Google.
The findings also raise questions about the future of AI in search.
While major tech companies continue to invest in AI technologies, this research suggests that their implementation does not always deliver the expected results.
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