Continuous change in search AI: How Google and Perplexity are shaping the future

BrightEdge, a company that specializes in search marketing for corporations, recently conducted a study that reveals dramatic changes in sites that are highlighted through Google's AI Overviews feature. At the same time, while Google maintains its share of the search market, data shows that the search engine AI Perplexity is gaining momentum at an incredible speed.

"AI's prevalence in ecommerce is indeed increasing, with a nearly 20% rise in ecommerce keywords showing AI overviews since the beginning of July, and a dramatic 62.6% increase compared to the last week of June." - BrightEdge

🚀 According to research, the words that trigger AI Overviews change incredibly quickly. For example, the word "best" became 50% more likely to trigger AI Overviews, but Google may have already changed this behavior, as these phrases, when applied to products, do not appear to trigger AI Overviews in July. Other AI Overviews enablers for June 2024 were also found to have increased: "What Is" by 20%, "How to" by 15%, "symptoms of" by 12% and "treatment" by 10%.

• 📌 BrightEdge uses its proprietary BrightEdge Generative Parser™ (BGP) tool to identify key search trends that could impact digital marketing in 2024. BGP is a tool that collects massive amounts of search trend data and turns it into actionable visuals.
• 📌 Their research estimates that each percentage point of search market share represents $1.2 billion, meaning that even small increases are extremely valuable.
• 📌 Google continues to be the most dominant source of search traffic, providing approximately 92% of organic search referrals.