Insights
The problem with AI research (and what to do about it)
I have a problem with all the research on AI Overviews and studies on how to appear in AI engines, like ChatGPT.
There’s too much of it!
Plus, the documents I read often contain conflicting advice and data.
Examples
1. Contradictory findings on the impact of AI Overviews
Some sources indicate a negative impact on organic click-through rates (CTRs) due to AI Overviews, while others report minimal differences or even slight increases.
This contradiction suggests a need for more granular analysis, considering factors like industry, query type, and user behavior.
2. Inconsistent reporting of AI Overview prevalence
The reported percentage of keywords triggering AI Overviews varies widely across studies.
This may stem from differences in keyword selection, search location, device type, and the timing of data collection.
It raises questions about the general nature of the results.
3. Limited consideration of user behavior
Several studies focused on SERP features and ranking positions but lacked in-depth analysis of user behavior beyond click-through rates.
Understanding how users interact with AI Overviews, such as whether they expand the AI-generated content or scroll down to organic results, could provide valuable insights.
What I concluded from reading all this data and viewpoints falls into the three buckets below.
Brand recognition drives search behavior
While we’re chasing the #1 spot in the SERPs, Americans aren’t necessarily clicking on the top-ranked results.
A recent survey shows that 59% of Americans click results from brands they know, while less than one-third choose the top-ranked result.
That means users are almost twice as likely to trust brand recognition over algorithms (perhaps a response to growing skepticism toward search engines).
Trust is particularly relevant for businesses aiming to capture clicks in competitive search environments, where brand trust can outweigh algorithmic positioning.
In the same survey, 52% of Americans said search engines (e.g., Google, Bing) were their most trusted source for information.
I’ve regularly spoken about how your brand presence is key for visibility in search, both on Google and in LLMs.
Action:
- Maintain a consistently updated, high-quality website
- Develop engaging, informative newsletter content
- Cultivate active social media engagement
- Ensure a cohesive brand voice across all platforms
Remember that brand mentions—on any channel—are another way of saying ‘Digital PR.’
Continue (or start) pitching content to publications, sharing useful insights on social media, developing relationships with journalists and editors, and offering to comment on stories in your industry.
Ditch basic content and go deep
AI overviews are eating “what is” and informational content for breakfast.
To stand out you need to offer insider insights and interviews, in-depth analysis and data, or real-life stories only your brand can tell.
Target those mid-and bottom-funnel readers who are ready to engage, not just browse.
Quality over fluff, always.
Keyword targeting in the AI era
In another survey from late 2024, 20.0% of SEOs said that keyword rankings and organic pageviews (11.7%) are their top-tracked SEO metrics.
If you’re curious, the top ranked metrics from the year before were click-through rates, and branded/non-branded traffic. Keywords came in at number 3.
Despite AI and tech advancements, keyword optimization remains a fundamental SEO metric.
Use these approaches:
- Align keyword strategies with current search behaviors
- Emphasize long-tail, specific search queries (relevant in LLMs)
- Optimize for emerging search formats like AI Overviews
- Develop content that addresses subtle and/or detailed user intent
Longer, specific queries are your ticket to popping up in AI Overviews, so figure out how to make them work for you.
Balance the above with other channels, like social or email, to keep your traffic flowing.
Finally, be where your audience is.
Every piece of smart content builds your reputation, making it more likely the SERPs (and LLMs) will name-drop you.
There’s a lot of hype and noise about AI in SEO-land.
Stick with SEO fundamentals, and continue to create content for users’ needs and questions.
You're creating content for humans, not for search engines.
If you need to plan a Digital PR campaign that helps you (or your clients) get noticed online, reply now or
reach out to me here.
Related: Matt Diggity talks about his focus on brand strategy in 2025. Go to the 48 second mark of this video.
Quote-worthy
Clicks might decline. But for most companies, SEO will remain one of their biggest drivers of growth. They will still want to deny their competitors monopoly access to lucrative SERPs. They will still want to be the biggest player in a smaller search landscape. The tactics that worked then will still, largely, work the same today: content, links, technical SEO.
—Ryan Law, Director of Content Marketing at Ahrefs
Not everyone in the world sees AI Overviews
Where you live and work has an impact on what you see in the SERPs.
While the US has had AI Overviews for a while, Europe is only just starting to catch up.
AIO has still not officially launched in many European countries, like Germany, Switzerland and Italy.
Olaf Klopp noticed them in Germany a few days ago, so it appears Google is running some tests prior to a launch.
Are you reading this newsletter from Europe, or elsewhere?
Let me know what you see.
Making the best of your marketing budget
Do your marketing channels and budget allocations make sense?
This visual representation from Rand Fishkin might make you reconsider your idea of value for money.
I hope these insights help. For more tips, follow me here.
