The Near Memo Exploring AI Overviews, SearchGPT & Google’s Evolution: Mark Traphagen on AIO Impact & Future of SEO
AI Overview and Google Search Trends:
In a discussion on AI search trends, Mark Traphagen from SEO Clarity shared insights on Google’s search generative experience (SGE) and its limited functionality in delivering localized results. His analysis highlighted that SGE results in the U.S. tend to be highly informational (91%) and less transactional, especially for keywords related to products. According to Mark, Google’s AI-driven search lacks the capacity to enhance local search results, pointing out that traditional SERP results still perform better. Meanwhile, Google’s AI continues to evolve, with recent tweaks aiming to improve ranking relevance in AI responses.
ChatGPT Search Growth and Future Projections:
Mark noted a recent 10x rise in referrals from ChatGPT, suggesting growing adoption of OpenAI’s real-time web search capabilities. He indicated that this growth corresponds with ChatGPT’s recent integration of SearchGPT and its compatibility with Apple iOS, predicting further rises. While alternatives like perplexity show gradual increases, OpenAI maintains a stronghold, steadily reclaiming market share. For SEO professionals, Mark advises monitoring these shifts and tracking SearchGPT, Bing's Gen.AI, and other emerging platforms as they shape traffic trends.
Google SERP’s Dilemma and E-commerce Impact:
Mark discussed Google’s strategic challenges, balancing ad-driven revenue with user satisfaction in AI integration. He highlighted that Google’s “Popular Products” feature increasingly dominates SERP top spots, pushing organic listings down, especially on mobile. This shift affects e-commerce traffic significantly, as traditional organic ranking struggles against the prominent Google product listings. Mark encourages SEO strategies that embrace Google’s product features for better reach. Despite the influx of new platforms, he reassures clients that established SEO practices remain essential in the evolving landscape.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
Ep 183
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