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Meanwhile, many large brands are already getting more referral traffic from SearchGPT than Perplexity, new BrightEdge research shows.
Why we care. We’ve been closely watching the evolution of Google’s AI Overviews because it has the potential to disrupt the amount of organic traffic you receive. Different industries will be uniquely impacted, so it’s important to understand how AI Overviews are rolling out to your industry.
By the numbers. While ecommerce had the largest difference, Google AI Overviews appear 10-20% less often to signed-out users in other industries, according to the latest analysis from enterprise SEO platform BrightEdge:
- Education: 21% less.
- B2B tech: 17% less.
- Healthcare: 16% less.
More Google AIO ecommerce findings. BrightEdge also found that:
- In August, product carousels for apparel-related queries increased by 172%.
- The use of unordered lists across industries rose by 42%.
Google AIO citations findings. Google is leaning away from consumer-focused media and blogs and more heavily toward specialized, expert, authoritative and trustworthy domains. For its healthcare citations:
- General health sites like verywellhealth.com saw a decline in citations.
- Domains like arthritis.org saw substantial increases in citations.
SearchGPT vs. Perplexity. In other AI search developments, BrightEdge told me that their customers (particularly large and Fortune 100 brands) are getting more referral traffic from SearchGPT than Perplexity. This is super interesting because OpenAI just introduced SearchGPT on July 25 and it is in a limited data. BrightEdge didn’t have data to share as of publication, but hopefully will soon.
Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
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