One of Seer's major clients—a leading digital solutions provider—sought to understand how AI Overviews and LLM visibility were reshaping their organic search performance. This case study details our comprehensive analysis, the methodologies employed, and the strategic recommendations derived from our findings.
Background and Objectives
The client’s leadership expressed concern over how AI overviews (a new SERP feature) and LLM search results were impacting their overall online visibility.
As the number of AI Overviews increases, ranking websites are pushed out of view; and so appearing in AI results will be critical to how their brand is perceived online. The client needed to know whether to invest in optimizing for LLMs and generative engines (GEO) and what level of threat this new landscape posed to them.
They needed to know:
- How frequently AI overviews were appearing in searches related to their services.
- The differences in impact between branded and non-branded search terms.
- Which specific keywords and ngrams were most affected.
- How their standing compared with competitors.
Our goal was to provide a data-driven evaluation that could inform both immediate tactical shifts and longer-term strategic initiatives.
Methodology and Data Sources
We leveraged multiple tools and data sources to build a robust analysis:
Ziptie Analysis:
- We examined the prevalence of specific ngrams in search queries.
- Findings:
Product-specific terms related to key features were strong triggers for AI overviews.
In contrast, queries containing the client’s brand name were less likely to trigger AIOs.
SeerSignals and Semrush Data:
- We differentiated between branded and non-branded search terms:
- Branded Terms: Out of 1,122 queries, only 55 (approximately 4.9%) triggered AI overviews.
- Non-Branded Terms: In a larger set of 17,855 queries, 2,209 (around 12.4%) were impacted.
- Additional analysis of top 10 keywords showed:
- Branded Keywords: With a sample size of 30 terms generating 716 instances, the AI overview trigger rate was roughly 4.2%.
- Non-Branded Keywords: From 4,151 terms generating 24,615 instances, the trigger rate rose to 16.9%.
- Overall: Aggregating both categories resulted in an overall trigger rate of approximately 16.5%.
GenAI Tracking Dashboard Insights:
- We analyzed a curated set of 100 questions generated via our GenAI tracker.
- Outcome: The client was recommended as a source in 60% of these queries. For context, competitor platforms—labeled here as Competitor A, Competitor B, and Competitor C—showed varying degrees of presence in similar queries, highlighting niche strengths and weaknesses. The competitive analysis broadly showed the client performing well; but when we dove into priority niches, we saw a different story with big opportunities for growth.
Detailed AIO Analysis
Overall, AIOs were triggered more often for product-specific search terms, which could impact CTR for those terms. For branded keywords, which are less likely to trigger AIOs, CTR should be less impacted. In addition, initial competitive analysis showed strong performance by our client, but when we dove deeper into priority niches, we uncovered gaps in performance, revealing targeted opportunities for growth.
Prevalence of AI Overviews
- AI Overview Frequency:
AI overviews emerged as the second most common SERP feature (after People Also Ask Results) for searches relevant to the client. Their impact was notably higher for non-branded searches compared to branded ones. - Implication:
Non-branded traffic—often the primary source for new user acquisition—is more vulnerable to AI-driven disruptions, potentially leading to a significant decline in organic click-through rates.
Keyword Vulnerabilities
- Triggering Ngrams:
Analysis confirmed that common product-related keywords frequently resulted in AI overview displays. - Resilient Terms:
In contrast, search queries incorporating the client’s own brand name were less likely to be affected. - Implication:
These findings underscore the need to tailor content strategies—focusing on areas where the client’s proprietary terms are less likely to be displaced by AI features.
Competitor Benchmarking
- GenAI Dashboard Insights:
Our review of 100 AI-generated queries revealed that while the client maintained a 60% recommendation rate, competitors in specific niches occasionally exhibited higher levels of visibility. - Implication:
This data suggests that while the client has a strong overall presence, targeted improvements in niche areas could further solidify its competitive position.
Strategic Recommendations
Based on our findings, we provided the following actionable recommendations:
1. Content Strategy Adjustments:
- Prepare for Lower Traffic:
Anticipate a reduction in organic click-through rates for pages that trigger AI overviews. This calls for a strategic recalibration of content performance expectations. - Enhance Content Quality:
Invest in high-quality, authoritative content that addresses topics less prone to triggering AI features. Emphasize unique insights and detailed analysis to retain organic visibility.
2. Brand Messaging and Visibility:
- Strengthen Branded Searches:
Since branded queries are less affected (with only a 4.9% trigger rate), amplify the client’s brand narrative. Encourage direct searches by reinforcing brand recognition across digital channels. - Leverage High-Authority Sources:
Cultivate partnerships with respected review sites, influencers, and media outlets to bolster third-party content. This can enhance the overall digital presence and reduce dependency on organic search alone.
3. Competitive Positioning:
- Target Niche Areas:
Analyze competitor strategies in areas where AI overviews are more prevalent. Adapt by producing specialized content that targets these gaps. - Optimize for PAAs:
Given the observed correlation between appearing in “People Also Ask” sections and being featured in AI overviews, refine content to improve ranking in these segments.
Conclusion
This detailed case study provides a clear, data-backed perspective on how AI overviews are impacting organic search performance. By differentiating between branded and non-branded queries and drilling down into keyword vulnerabilities, our analysis outlined a realistic path forward for mitigating traffic loss and reinforcing brand presence. The client now possesses a strategic blueprint that balances immediate tactical adjustments with longer-term investments in content quality and competitive positioning.
The lessons here are straightforward: in a rapidly evolving digital ecosystem, continuous adaptation—grounded in rigorous data analysis—is essential.
Curious how AI Overviews are impacting your search visibility? Let’s talk.
