A new study by search industry expert Rand Fishkin has found that Google’s introduction of AI summaries 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 Summaries Spread and Return
In May 2024, Google released AI summaries in the United States, which generate summaries for many search queries.
However, the feature was met with mixed reactions and was quickly canceled at the end of the month.
In a blog post published on May 30, Google acknowledged inaccurate or useless AI summaries, especially for unusual queries.
Google says it has implemented over a dozen technical improvements to its systems in response.
A subsequent study by SE Ranking found that the frequency of these summaries decreased, with only 8% of searches now prompting an AI Summary. However, when displayed, these summaries are now longer and more detailed, averaging 25% more content.
The SE ranking also noted that after expansion, AI summaries are typically associated with fewer resources, typically around four.
Refusing Mobile Searches
Fishkin’s analysis reveals that the introduction of AI Summaries coincided with a notable drop in mobile searches in May.
While desktop searches saw a slight increase, the decline in mobile searches was significant, considering that mobile accounts for nearly two-thirds of all Google queries.
This finding suggests that users may have been less inclined to search on their mobile devices when faced with AI-generated summaries.
Fishkin commented:
“The most notable changes in May were shared by the EU and the US, particularly… Mobile searches fell by a significant amount (if anything scared Google into bringing this feature back, I’d put my money on it ).
He adds:
“If I were running Google, this decline in mobile searches (remember, mobile accounts for almost 2/3 of all Google queries) would scare the crap out of my stock price worship.”
Influence on general search behavior
Despite the decline in mobile searches, the study found that search behavior remained relatively stable while serving AI summaries.
Mobile search clicks increased slightly, while desktop search clicks remained unchanged.
This shows that while some users may have been deterred from starting searches, those who engaged with AI Roundups were still clicking on results at a similar or slightly higher rate than previous months.
Implications for Google and the search industry
The study highlights the challenges Google faces in integrating AI-generated content into search results.
In addition, the research found other disturbing trends in Google search behavior:
- Low click rates: Only 360 out of every 1,000 Google searches in the US result in clicks to non-Google websites. The EU fares slightly better with 374 clicks per 1000 searches.
- Searches with zero dominate: Nearly 60% of searches in both regions end without a single click, classified as “zero-click searches.”
- Google self-referral traffic: About 30% of US search clicks go to Google-owned properties, with a somewhat lower percentage in the EU.
Why does SEJ care
This study highlights the need for adaptable SEO strategies.
As an industry, we may need to shift our focus to optimizing for zero-click searches and diversifying our traffic sources beyond Google.
The findings also raise questions about the future of AI in research.
While major tech companies continue to invest in AI technologies, this study suggests that implementation may not always deliver the expected results.
Featured Image: Marco Lazzarini/Shutterstock
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