Google AI Overviews rising in B2B technology, healthcare sectors
Google seems to be getting better at identifying niche experts and authorities – and citing them more often in AI Overviews.
More Google AI Overviews were shown for B2B technology and healthcare queries in November, and Google increasingly cited significantly more expert sources and authoritative content. That’s according to the latest AI Overviews analysis conducted by enterprise SEO platform BrightEdge.
By the numbers. Google showed more technical responses in AI Overviews, with a 70% increase in advanced content from established institutions and organizations, according to the analysis.
- B2B technology sector: The presence of AI Overviews increased 32% in November. Surging keywords were related to security (+55%), data (+40%), development/DevOps (+42%), and infrastructure (+38%).
- Healthcare sector: The presence of AI Overviews increased by 15%. AI Overviews more frequently cited medical clinics and research institutions.
Why we care. The impact of Google AI Overviews continues to vary by industry. While many industries have stabilized since AI Overviews launched in May (see image below), if you do SEO in the B2B tech or healthcare sectors, you’ll want to see what types of content are cited in AI Overviews and whether you see any traffic impact due to these recent shifts.
Bottom line. According to BrightEdge co-founder and executive chairman Jim Yu:
- “As Google accelerates the integration of AI and search, it is clearly getting better at identifying niche experts and authorities in its AI Overviews. Topical authority will become a brand’s key differentiator in 2025. There are so many opportunities for marketers to build that topical authority. And, as AI experiences improve in the result – and out and across platforms – brands must also pivot and look at their ‘Share of Conversation’.”
The report. Google AI Overviews November-December Insights (PDF).
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About the author
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.