New research shows that Google’s AI Overviews often link to Google, contributing to the walled garden effect that encourages users to stay longer on Google’s site.
A study by SE Ranking examined Google’s AI Overviews in five U.S. states. It found that 43% of these AI answers contain links redirecting users to Google’s search results. Each answer typically includes 4-6 links to Google.
This aligns with recent data indicating that Google users make 10 clicks before visiting other websites. These patterns suggest that Google is working to keep users within its ecosystem for longer periods.
The SE Ranking study analyzed 100,013 keywords across five states: Colorado, Texas, California, New York, and Washington, D.C.
It tracked how Google’s AI summaries function in different regions. Although locations showed slight variance, the study found that Google.com is the most-cited website in AI Overviews.
Google appears in about 44% of all AI answers, significantly ahead of the next most-cited sources, YouTube, Reddit, Quora, and Wikipedia, appearing in about 13%.
The research states:
“Based on the data combined from all five states (141,507 total AI Overview appearances), our data analysis shows that 43.42% (61,437 times) of AI Overview responses contain links to Google organic results, while 56.58% of responses do not.”
Image Credit: SE RankingThese findings complement a recent analysis from Momentic, which found that Google’s “pages per visit” has reached 10, indicating users spend significantly more clicks on Google before visiting other sites.
Overall, this research reveals Google is creating a more self-contained search experience:
Google still drives substantial traffic outward; 175.5 million visits in March, according to Momentic.
However, it’s less effective at sending users away than ChatGPT. Google produces just 0.6 external visits per user, while ChatGPT generates 1.4 visits per user.
The SE Ranking research uncovered several additional findings:
These statistics further emphasize how Google’s AI Overviews are reshaping search behavior.
This data stresses the need to optimize for multiple traffic sources while remaining visible within Google’s results pages.
New research shows that Google’s AI Overviews often link to Google, contributing to the walled garden effect that encourages users to stay longer on Google’s site.
A study by SE Ranking examined Google’s AI Overviews in five U.S. states. It found that 43% of these AI answers contain links redirecting users to Google’s search results. Each answer typically includes 4-6 links to Google.
This aligns with recent data indicating that Google users make 10 clicks before visiting other websites. These patterns suggest that Google is working to keep users within its ecosystem for longer periods.
The SE Ranking study analyzed 100,013 keywords across five states: Colorado, Texas, California, New York, and Washington, D.C.
It tracked how Google’s AI summaries function in different regions. Although locations showed slight variance, the study found that Google.com is the most-cited website in AI Overviews.
Google appears in about 44% of all AI answers, significantly ahead of the next most-cited sources, YouTube, Reddit, Quora, and Wikipedia, appearing in about 13%.
The research states:
“Based on the data combined from all five states (141,507 total AI Overview appearances), our data analysis shows that 43.42% (61,437 times) of AI Overview responses contain links to Google organic results, while 56.58% of responses do not.”
Image Credit: SE RankingThese findings complement a recent analysis from Momentic, which found that Google’s “pages per visit” has reached 10, indicating users spend significantly more clicks on Google before visiting other sites.
Overall, this research reveals Google is creating a more self-contained search experience:
Google still drives substantial traffic outward; 175.5 million visits in March, according to Momentic.
However, it’s less effective at sending users away than ChatGPT. Google produces just 0.6 external visits per user, while ChatGPT generates 1.4 visits per user.
The SE Ranking research uncovered several additional findings:
These statistics further emphasize how Google’s AI Overviews are reshaping search behavior.
This data stresses the need to optimize for multiple traffic sources while remaining visible within Google’s results pages.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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