Ep 183: Exploring Google AI Overviews Impact, SearchGPT & Google’s Evolution with Mark Traphagen
Mark Traphagen shares their insights on AI-driven search, noting a limited local impact, a huge rise in ChatGPT referrals tied to SearchGPT, and Google’s SERP shift favoring "Popular Products" over organic listings. Core SEO practices still matter and should be at the core of your marketing.
Part 1 starts 00:13 - 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.
Segment Reference Articles
How seoClarity optimized for Google | Mark Traphagen posted on the topic
AIOs: More Clicks than Snippets
How to Rank in AI Overviews: Content Optimization Tips
Part 2 starts 19:13 - 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.
Segment Reference Articles:
145x – That's how much referral traffic from ChatGPT has grown since May.
Part 3 starts 35:15 - 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.
Segment Reference Articles:
Popular Products SERP Feature: SEO Impact [+ Research]