Google AI Overviews massively surge in travel queries
This shift has happened around queries like seasonal travel, local events and neighborhood-specific activities.
Google AI Overviews are now showing for 30% of travel-related queries, as of the end of October, according to the latest findings from enterprise SEO platform BrightEdge. The presence of AI Overviews increased by 700% from September to October.
Why we care. If you work in the travel space, you’ll want to pay attention to this shift – especially during a busy time of the year. Google is now answering more specific travel questions (e.g., “things to do in [city], “family-friendly activities in [city]”) so it will be important to watch whether this impacts your traffic and whether Google is citing your brand.
More AI Overview findings. BrightEdge also reported that:
- YouTube citations have stabilized after a surge in September. This indicates YouTube will continue to be a core source of AI Overviews and YouTube SEO will be critical to think about.
- Overall volatility of AI Overviews decreased by 42% compared to September.
- In education, Google AI Overviews now answer more nuanced queries, such as career paths, certification requirements and comparative program details.
The report. October-November Google AI Overview insights (PDF).
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Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.