In May 2024, Google launched AI Overviews (AIOs) into mainstream search results. A year later, BrightEdge’s data shows that instead of shrinking, search activity is exploding—with major shifts in impressions, click behavior, and what it means to be “visible” in search.

This report unpacks key findings from BrightEdge’s Generative Parser™ to help marketers navigate AI-integrated SERPs in 2025.

Search Isn’t Dying—It’s Growing

BrightEdge data reveals that total search impressions on Google have grown by over 49% since AIOs launched. Far from diminishing search, AI Overviews have expanded it, enabling users to ask more complex questions and get deeper answers.

Yet, click-through rates (CTR) have declined by nearly 30%, showing that more users are consuming information directly from the AI layer rather than clicking through to websites.

This shift transforms how marketers measure visibility. SEO is no longer just about rankings and clicks—it’s about being cited and recommended within the AI Overview itself.

Industries Dominating AI Overview Coverage

AI Overviews are not evenly distributed across all sectors. The top verticals seeing high AIO penetration are:

  • Healthcare
  • Education
  • B2B Technology
  • Insurance

These industries have seen up to 90% of their queries triggering AIOs by May 2025. They succeed in AIOs due to their structured, authoritative, and evergreen content that fits neatly into AI-generated summaries.

Rise of Long and Complex Queries

Google search behavior is shifting:

  • 7x increase in 8+ word queries
  • More long-tail, nuanced prompts like:
    • Then: “solar panel efficiency”
    • Now: “how to optimize solar panel efficiency in cloudy climates”

AI Overviews are now tuned to handle multifaceted, conversational-style queries, reflecting user behavior seen in chat platforms like ChatGPT.

Technical Language Is In

Search queries now contain more field-specific and expert-level terms:

  • 48% increase in technical vocabulary in queries related to health, AI, finance, and cloud infrastructure
  • Example:
    • Then: “cloud storage”
    • Now: “microservices infrastructure for hybrid cloud deployment”

This implies that to be included in AIOs, brands must address deep, topic-specific questions using the vocabulary their audience is likely to use.

Comparison and Ranking Queries Are Dropping

Traditional commercial queries like:

  • “Best running shoes 2024”
  • “X vs Y software”

Have declined over 60%. Users now expect the AI Overview to handle comparisons and make informed suggestions instead.

Instead of “best CRM software,” AIOs are surfacing for more contextual prompts like “CRM tools for remote sales teams.”

Lower-Ranking Pages Are Gaining Visibility

Google is now citing sources well beyond Page 1:

  • 400% increase in citations from positions 21–30
  • 200% increase from positions 31–100
  • 89% of citations now come from URLs outside the top 10 rankings

This shift started accelerating after the March 2025 Core Update and shows that Google’s AI models are sourcing from a broader citation pool based on relevance, clarity, and context—not just ranking.

AI Overviews Are Dominating the Visual SERP

AIOs are no longer short snippets. They now occupy over 1,000 vertical pixels, especially in:

  • Medical answers
  • Financial explanations
  • How-to content

This pushes traditional search results well below the fold. Marketers must now plan for screen dominance, not just ranking positions.

E-Commerce Still Underrepresented

While informational and service-driven queries are well covered, e-commerce queries remain largely untouched:

  • AI Overviews are rarely used to summarize product listings or influence purchases
  • Traditional search features (like ads, shopping carousels) still dominate this space

Trust and monetization concerns likely keep Google cautious here.

What This Means for Search Marketers

Don’t Just Rank. Be Cited.

In the AI era, being visible means:

  • Writing clear, structured, authoritative content
  • Using headers, bullet points, and concise explanations
  • Including technical language where appropriate
  • Addressing user context and sub-questions within content

Track Your AIO Presence

Use tools like BrightEdge Generative Parser™ to monitor:

  • AIO inclusion frequency
  • Types of queries citing your site
  • Industry-specific trends

Optimize for the Generative Layer

SEO is evolving beyond keyword rankings. Focus on:

  • Schema markup and structured content
  • Satisfying user intent at the top of the funnel
  • Being present in Google’s generative summaries

Final Thoughts: The New Rules of Visibility

One year in, it’s clear that AI Overviews are transforming Google Search. Search is not dying—it’s expanding. But the rules have changed:

  • Search impressions are up 49%
  • Clicks are down 30%
  • Complex queries and technical content are favored
  • Citations now reach deep into the SERPs
  • AI Overviews command full-screen real estate

The brands that win will be the ones who evolve with the new ecosystem—those who optimize not just to rank, but to earn trust, relevance, and visibility in the generative layer.

For the full BrightEdge report, visit: https://www.brightedge.com/ai-overviews