Google’s AI Overviews expanded enormously in three sectors – leisure, eating places, and journey – throughout the March 2025 core replace.
By the numbers. Between March 13 and 27, based on information shared with Search Engine Land by enterprise search engine marketing platform BrightEdge, the presence of AI Overviews grew by:
- 528% for leisure queries (e.g., [Julia Roberts movies], [Movies filmed in Chicago]).
- 387% for restaurant queries (e.g., [date night restaurants], [Thai restaurant near me], [downtown restaurants]).
- 381% for journey queries (e.g., [things to do in Santa Fe], [things to do in Hawaii], [things to do in Las Vegas]).
However. A part of the explanation for these excessive share will increase is as a result of these three industries traditionally have triggered AI Overviews much less usually when in comparison with classes like healthcare and schooling.
Why we care. In case you do search engine marketing for manufacturers or companies within the leisure, restaurant, or journey industries, you must test whether or not AI Overviews are actually showing in Google SERPs on any mission-critical key phrases, as this might alter your visitors and click-through charges from search. Even when your rankings haven’t modified, your visitors might be impacted by the arrival of AI Overviews.
What to do? Listed below are three areas to give attention to, based on Jim Yu, founder and government chair of BrightEdge:
- Create content material that helps decision-making, together with actions and concepts for issues to do.
- Observe and refresh content material that matches shifting seasonal curiosity.
- Optimize for entity-driven searches, particularly in leisure or round distinguished folks in your group
The core replace. Google’s March 2025 core update began rolling out March 13 and completed March 27. Barry Schwartz dug into the affect in Data providers: Google March 2025 core update had similar volatility to the previous update.
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In regards to the writer
Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. Along with reporting on the newest search advertising information, he manages Search Engine Land’s SME (Topic Matter Professional) program. He additionally helps program U.S. SMX occasions.
Goodwin has been modifying and writing concerning the newest developments and traits in search and digital advertising since 2007. He beforehand was Govt 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 main search conferences and digital occasions, and has been sourced for his experience by a variety of publications and podcasts.
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