A new study by search industry expert Rand Fishkin has revealed that Google’s introduction of AI reports 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 integrating AI.
Implementation and cancellation of AI reports
In May 2024, Google launched AI Reports in the United States, which generate summaries for many search queries.
However, the feature was met with mixed reactions and was quickly withdrawn by the end of the month.
In a blog post published on May 30, Google admitted to inaccurate or unhelpful AI insights, especially for unusual queries.
Google says it has implemented more than a dozen technical improvements to its systems in response.
A follow-up study by SE Ranking found that the frequency of these summaries has decreased, with only 8% of searches now triggering an AI review. However, when displayed, these reports are now longer and more detailed, with 25% more content on average.
SE Ranking also noted that after expansion, AI reports typically refer to fewer sources, typically around four.
Decline in mobile searches
Fishkin’s analysis reveals that the introduction of AI reporting coincided with a significant decline in mobile searches in May.
While desktop searches saw a slight increase, the decline in mobile searches was significant considering that mobile devices account 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 confronted with AI-generated summaries.
Fishkin commented:
“The most visible changes in May were shared by both the EU and the US, in particular… Mobile searches dropped significantly (I’d put my money on Google if something spooks them into bringing this feature back).”
He adds:
“If I ran Google, the decline in mobile searches (remember, mobile makes up nearly 2/3 of all Google queries) would scare the crap out of me about worshiping stock prices.”
Impact on overall search behavior
Despite the decline in mobile search, the study found that search behavior remained relatively stable during the introduction of AI reports.
Mobile search clicks increased slightly, while desktop search clicks remained flat.
This suggests that while some users may have been deterred from starting a search, those who engaged with AI reports were still clicking on results at a similar or slightly higher rate than in 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 related trends in Google search behavior:
- Low click through rate: Only 360 out of every 1,000 Google searches in the US lead to clicks on non-Google websites. The EU does slightly better with 374 clicks per 1,000 searches.
- Zero clicks Search dominates: Almost 60% of searches in both regions end without a click, which is classified as “no-click search”.
- Traffic from Google’s own recommendation: About 30% of US search clicks go to Google-owned properties, with the percentage slightly lower in the EU.
Why does SEJ care?
This study highlights the need for adaptable SEO strategies.
As an industry, we may need to focus on optimizing for no-click search and diversifying traffic sources outside of Google.
The findings also raise questions about the future of AI in search.
While major tech companies continue to invest in AI technologies, this study suggests that implementation may not always yield the expected results.
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