12 Months Of AI Overviews: Big, But Not the Whole Story
AI Overviews (AIOs) now appear on approximately 48% of search queries, up from 30% last year, showing just how quickly AI has become integrated into the search experience. However, that still means 52% of searches do not trigger an AI Overview, so traditional organic rankings remain critically important.
Even more telling, only 17% of AI Overview citations overlap with the top 10 organic results, reinforcing that SEO isn’t dead. It’s simply evolving alongside AI rather than being replaced by it.
Takeaway: Don’t panic. Focus on fundamentals. Both AI visibility and traditional SEO matter.
Answering “People Also Ask” (PAA) Questions Helps Rankings
There’s a strong correlation between answering PAA questions and ranking in the Top 5, especially for:
Transactional Intent
(strongest impact)
Commercial Intent
Informational Intent
(depth > breadth)
Navigational Intent
(least impact)
Optimizing PAA is most powerful for bottom-of-funnel pages. But quality of answers > quantity.
ChatGPT Ads: Opportunity or Risk?
OpenAI is currently testing ads within its platform in the U.S., signalling a potential shift toward monetized LLM experiences. The big question is whether introducing ads will erode user trust, especially in tools that are expected to deliver neutral, high-quality answers. Meanwhile, competitors like Perplexity are reportedly stepping away from advertising over concerns about credibility and long-term trust. The broader behavioural impact of ads in LLMs remains unknown, making this an important space to watch.
AI Visibility Might Be a Vanity Metric
Some argue tracking “AI visibility” alone is meaningless. Better metrics to track include:
- Lower bounce rates
- Faster task completion
- Higher primary CTA clicks
- Better user comprehension
No Magic AI Hack
Google’s AI pulls answers from anywhere on the page, often from clear subheadings + the sentence after.
Best strategy: Well-structured, authoritative content that truly solves user problems.
Overall Theme
AI is growing fast, but fundamentals still win. Structured content, high-quality answers, and user-focused design remain your best long-term strategy.
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