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Authoritas recently did a study that found Google’s AI-generated answers change at a much greater frequency than normal organic rankings. In a time span of 2-3 months, Google’s AI Overview results changed by 70%, demonstrating the outright unpredictable nature of rankings for their overviews. Understanding where this unpredictability comes from, as well as how to adjust SEO strategies, may make the difference between competitors.

AI Overview & Organic Search Volatility

Google has been known to shift their organic search results, however the new AI overviews have been experiencing a much greater shift. The study conducted by Authoritas examined volatility scores between the AI Overview and organic search results. The AI Overview score sat at a .68 volatility 8 weeks in, later increasing to .73 volatility at 13 weeks. As for the organic search, at 8 weeks it scored .49 volatility and at 13 weeks it scored .55. The higher percentage of volatility in AI Overviews signals to businesses that their rankings for the overview will be continuously changing.

New Rankings Rules

While a page can rank high, even within the top 10 of organic results, that does not guarantee a business’ page will make it into the AI Overviews. Authoritas’ study found 60% of the results that appear are in the top 10 rankings, while the other 40% are from pages not included in the top 10. The implication of these results are that the algorithm used for Google AI Overviews uses different ranking factors, creating a challenge for traditional SEO.

AI Text Snippets Changing

AI Overview’s text snippets are evolving, not just the rankings. While sources can be cited, the Overview can present the collected information in different ways. These evolutions may potentially result in users shifting search intent or in Google making adjustments to its AI to prioritize content. Businesses need to stay up to date with these changes in order to keep pace with what Google prioritizes amidst these updates.

Navigating The Unpredictability of AI Overviews

AI Overviews are paving a new way forward in Google’s approach to rankings. Understanding that the algorithm is unpredictable is half the battle, as businesses need to monitor their website’s performance carefully during these changes. Relying only on traditional SEO strategies may no longer be enough. Adapting to these shifts means staying flexible and remaining informed on Google’s updates. Staying informed with these updates and executing them into your SEO strategy can be complicated. Consider reaching out to BluShark Digital to discuss your SEO strategy options today customized for your business.