{"id":76962,"date":"2025-05-13T14:27:10","date_gmt":"2025-05-13T14:27:10","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/13\/the-data-weve-all-been-waiting-for\/"},"modified":"2025-05-13T14:28:14","modified_gmt":"2025-05-13T14:28:14","slug":"the-data-weve-all-been-waiting-for","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/13\/the-data-weve-all-been-waiting-for\/","title":{"rendered":"The Data We&#8217;ve All Been Waiting For"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"narrow-cont\">\n<p>One factor I want you to know concerning the groundbreaking knowledge I\u2019m about to point out you is that nobody has ever finished this type of evaluation earlier than.<\/p>\n<p>Ever.<\/p>\n<p>To our data, no different unbiased usability examine has explored a serious net platform at this scale.<\/p>\n<p>AI modifications every part, and search is on the forefront.<\/p>\n<p>Along with Eric van Buskirk and his crew, I carried out a behavioral examine that gives us with distinctive and mission-critical insights into how folks use Google, particularly AI Overviews (AIOs).<\/p>\n<p>This knowledge permits us all to raised perceive how folks really use the brand new function and, due to this fact, higher optimize for this new world of search.<\/p>\n<p>We captured display screen recordings + think-aloud classes on 70 folks (\u2248 400 AIO encounters) to see what actually occurs when Google exhibits an AIO.<\/p>\n<p>We tracked their scrolls, hovers, dwells, feedback, and even their feelings!<\/p>\n<p>The hassle to assemble and consider this knowledge was excessive.\u00a0It required:<\/p>\n<ul>\n<li>A strong five-figure USD funding.<\/li>\n<li>A crew of six folks.<\/li>\n<li>Combing by means of 13,500 phrases of annotations.<\/li>\n<li>Sifting by means of 29 hours of recordings.<\/li>\n<li>So many hours we misplaced depend.<\/li>\n<\/ul>\n<p>I wish to name out that the examine was directed by Eric Van Buskirk.<\/p>\n<p>We designed the questions, focus factors, and the tactic collectively, however Eric employed collaborators, ran the examine, and delivered the outcomes. As soon as the examine was completed, we interpreted the information collectively.<\/p>\n<p>Right here\u2019s a three-minute video abstract of the outcomes:<\/p>\n<p>\u00a0<\/p>\n<p data-pm-slice=\"1 1 [\" list=\"\"><em>Boost your skills with Growth Memo\u2019s weekly expert insights. <a href=\"https:\/\/www.growth-memo.com\/\" rel=\"nofollow noopener\" target=\"_blank\">Subscribe for free<\/a>!<\/em><\/p>\n<h2>Executive Summary<\/h2>\n<p>Our usability study puts hard numbers behind what many SEO pros have sensed anecdotally:<\/p>\n<ul>\n<li><strong>Traffic drain is real and measurable.\u00a0<\/strong>Desktop outbound click-through rate (CTR) can fall by two-thirds the moment an AIO appears; mobile fares better, but still loses almost half its clicks.<\/li>\n<li><strong>Attention stays up-screen.<\/strong> Seven in 10 searchers never read past the first third of an AIO; trust and visibility are won \u2013 or lost \u2013 inside a few lines.<\/li>\n<li><strong>Demographics define user behavior.<\/strong> Younger mobile users embrace AI answers and social proof; older searchers still dig for blue links and authority sites. Query intents with high-risk outcomes (like Your Money or Your Life searches) also cause users to dig more into search for validation.<\/li>\n<li><strong>The decision filter has changed.<\/strong>\u00a0Brand\/authority is now the first gate, search intent relevance the second; snippet wording only matters once trust is secured.<\/li>\n<li>R<strong>esidual clicks follow community proof and video.<\/strong>\u00a0Reddit threads, YouTube demos, and forum posts soak up roughly a third of the traffic that AIO leaves behind.<\/li>\n<\/ul>\n<p>Together, these findings show that\u00a0visibility, not raw referral traffic,\u00a0is becoming the main currency of organic search.<\/p>\n<h3>Key Takeaways<\/h3>\n<p>Before you dig into the overall findings, here are the high notes:<\/p>\n<ol>\n<li><strong>AIOs kill clicks, especially on desktop:<\/strong>\u00a0External click rates drop when an AIO block appears.<\/li>\n<li><strong>Most users skim only the top third of the panel:<\/strong>\u00a0Citations or mentions for your brand must surface early to be seen.\u00a0Median\u00a0scroll = 30% of panel height; only a minority of users scroll past 75%.<\/li>\n<li><strong>Trust is earned through depth:\u00a0<\/strong>Scroll-depth and stated trust move together (\u03c1 = 0.38). Clear sources high up accelerate both trust and scroll-stop rate.<\/li>\n<li><strong>Age and device shape engagement:<\/strong>\u00a025 to 34-year-olds on mobile are the power users: They pick AIO as the final answer in 1 of 2 queries.<\/li>\n<li><strong>Community and video matter post-AIO:<\/strong> When users\u00a0do\u00a0leave the SERP, many outbound clicks go to Reddit, YouTube, or forum posts \u2013 social proof seals decisions.<\/li>\n<\/ol>\n<h2>Methodology Summary<\/h2>\n<p>You\u2019ll find a detailed methodology at the end of the article (and a <a href=\"https:\/\/clickstream.cc\/deep-dive-methodology-google-ai-overviews-ux-study\/\" rel=\"nofollow noopener\" target=\"_blank\">methodology deep dive from Eric here<\/a>), but here\u2019s a short summary of how the data was collected:<\/p>\n<p>We asked 70 U.S. searchers (42 on mobile, 27 on desktop) to complete eight real-world Google queries \u2013 six that trigger an AIO and two that do not \u2013 while <a href=\"https:\/\/www.uxtweak.com\/\" rel=\"noopener\" target=\"_blank\">UXtweak<\/a>\u00a0recorded their screens, scrolls, clicks, and think-aloud commentary.<\/p>\n<p>Over 525 task videos (\u2248 400 AIO encounters) were frame-by-frame coded by three analysts who logged scroll depth, dwell time, internal vs. external clicks, trust statements, and emotional reactions for every SERP element that held attention for at least five seconds.<\/p>\n<p>The resulting 408 annotated results provide the quantitative spine \u2013 and the qualitative color \u2013 behind the findings you\u2019re about to read.<\/p>\n<p>We asked participants to complete these eight tasks:<\/p>\n<ol>\n<li>Using Google Search, find a tax accountant in your area by searching as you typically would.<\/li>\n<li>What are the best months to buy a new car?<\/li>\n<li>Find a portable charger for phones under $15. Search as you typically would.<\/li>\n<li>Find out how to transfer from PayPal to a bank.<\/li>\n<li>Search Google for \u201cpromo code for a car rental.\u201d<\/li>\n<li>Search for two or three reasons why artificial sweeteners might cause health problems.<\/li>\n<li>Search Google for \u201csell gift cards for an instant payment,\u201d and imagine you have to choose one of the services mentioned.<\/li>\n<li>Search Google for \u201chow to waterproof fabric boots at home.\u201d<\/li>\n<\/ol>\n<div id=\"attachment_546599\" style=\"width: 957px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16.png\" alt=\"\" width=\"947\" height=\"360\" class=\"wp-image-546599 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16.png 947w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16-480x182.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16-680x259.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16-384x146.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/table-16-768x292.png 768w\" data-sizes=\"auto, (max-width: 947px) 100vw, 947px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h2>1. How Do Users Actually Read AIO Content?<\/h2>\n<p>Several analyses have examined the impact of AIOs on click-through rates and organic traffic.<\/p>\n<p>But no one has yet looked into how users actually engage with AIOs \u2013 until now.<\/p>\n<p>In our analysis, we captured how far down the AIO users scroll, when they click the \u201cshow more\u201d button, and where they dwell on the page.<\/p>\n<h3>Key Stats:<\/h3>\n<p>An overwhelming 88% of users clicked \u201cshow more\u201d to expand truncated AIOs.<\/p>\n<p>We measured how far down* the participants scrolled who looked at the AIO result for at least five seconds:<\/p>\n<ul>\n<li>Average scroll depth: 75%.<\/li>\n<li>Median scroll depth: 30%.<\/li>\n<\/ul>\n<p><em>*0% = they never scrolled inside the box; 100% = they reached the very bottom at least once.<\/em><\/p>\n<div id=\"attachment_546589\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964.png\" alt=\"\" width=\"1600\" height=\"1276\" class=\"wp-image-546589 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964-480x383.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964-680x542.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964-384x306.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964-768x612.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-1-964-1024x817.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>A few outliers skew the average.<\/p>\n<p>The median is much more telling:\u00a0Most users stop reading AIOs after the top third.<\/p>\n<p>In total, 86% of participants \u201cskimmed quickly,\u201d meaning they didn\u2019t take much time to read everything in the AIO but scavenged for key insights.<\/p>\n<p>Dwell times averaged between 30-45 seconds, indicating meaningful user engagement rather than superficial interactions.<\/p>\n<p>Eric, director of the study, found that 40% of questions end with statements like \u201cI usually don\u2019t go past this\u201d or \u201cAIO answers all my questions.\u201d<\/p>\n<p>The remainder, almost a third of the sessions, show people scanning AIOs, then choosing a brand site, video, Reddit thread, or .gov\/.edu result instead. (\u201cI like AIO, but I still prefer Reddit,\u201d was a sentiment we heard.)<\/p>\n<p>But who scrolls further down the AIO?<\/p>\n<ul>\n<li><strong>Young people:<\/strong> Ages 25-34 years.<\/li>\n<li><strong>Mobile users:<\/strong>\u00a0An average of 54% mobile users vs. 29% desktop users keep scrolling the AIO.<\/li>\n<li><strong>Searchers with an intent that reflects high stakes:\u00a0<\/strong>Think tasks that involve financial or medical queries. Low-stakes searches, like coupon codes, are the opposite. Here\u2019s a look at the average scroll depth across intents:\n<ul>\n<li>Health YMYL \u2013 52%.<\/li>\n<li>DIY or how-to \u2013 54%.<\/li>\n<li>Financial YMYL \u2013 46%.<\/li>\n<li>Decision timing (\u201cbest month to buy\u2026\u201d) \u2013 41%.<\/li>\n<li>Promo code queries \u2013 34%.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>When we asked participants about how much they trust AI-generated summaries, we got an average of 3.4 \u2013 quite high!<\/p>\n<div id=\"attachment_546590\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282.png\" alt=\"\" width=\"1600\" height=\"1266\" class=\"wp-image-546590 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282-480x380.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282-680x538.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282-384x304.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282-768x608.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-2-282-1024x810.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h3>Why It Matters:<\/h3>\n<p>Similar to classic search results, aim to be cited as high up the AIO as possible to be the most visible.<\/p>\n<p>When optimizing, we also need to consider the stakes of each individual, singular search query and what it might take for a person to verify a claim or find a trustworthy solution, whether the search is in YMYL topic or a general, traditionally low-risk topic.<\/p>\n<p>This is more practical than the YMYL framework we\u2019ve been using for a long time. The more a user has to lose when making the wrong decision, the more likely they are to engage deeply with AIOs.<\/p>\n<p>Ultimately, our study shows that users engage more with an AIO out of skepticism.\u00a0The higher the stakes are for a decision, the more they question the AIO. And the more they work to validate the AIO with sources outside of it.<\/p>\n<h3>Insight:<\/h3>\n<p>Users treat an AIO as a fact sheet: quick scan, expand if needed, minimal internal navigation.<\/p>\n<p>You can see this in the difference between average and median scroll depth. Only a few users scrolled down to 75% of the AIO.<\/p>\n<p>Users who end the task saying they trust the AIO are the same ones who have scrolled far enough to read citations or expanded paragraphs. Authoritative sources showing up high in the AIO accelerate trust.<\/p>\n<h3>Practical Takeaways:<\/h3>\n<ol>\n<li>Most people will never reach the bottom of the AIO, so valuable mentions and citations are only up high, similar to how classic search results work.<\/li>\n<li>Similar to optimizing for Featured Snippets, when targeting AIOs, keep answers in content blocks concise, to the point, and simple.<\/li>\n<li>Invest in your positioning, messaging, and becoming an authoritative source in your area of expertise. That way, users recognize your brand in the SERPs \u2013 and ideally before they search.<\/li>\n<\/ol>\n<p>I\u2019m dropping more insights and guidance on how to apply these learnings for paid subscribers later this week. Make sure you don\u2019t miss it.\u00a0<a href=\"https:\/\/premium.growth-memo.com\/\" rel=\"noopener\" target=\"_blank\">Upgrade here<\/a>.<\/p>\n<h2>2. What\u2019s The Click-Through Behavior Like When AIOs Are Present?<\/h2>\n<p>AIOs give users answers before they click on web results.<\/p>\n<p>Therefore, the logical question is\u00a0how much less traffic can websites expect when AI Overviews show up?<\/p>\n<h3 class=\"\">Key Stats:<\/h3>\n<p>Everyone obviously wants to know how AIOs impact click-through rates. But clicks are just a proxy for completed user journeys.<\/p>\n<p>While these are usually hard to track, we were able to figure out exactly when participants completed their journeys based on their commentary and screen tracking.<\/p>\n<div id=\"attachment_546592\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258.png\" alt=\"\" width=\"1600\" height=\"1022\" class=\"wp-image-546592 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258-480x307.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258-680x434.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258-384x245.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258-768x491.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-3-258-1024x654.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>The remaining ~80% of queries were answered using:<\/p>\n<ul>\n<li>Organic and sponsored results.<\/li>\n<li>Community forums.<\/li>\n<li>Videos.<\/li>\n<li>Map packs.<\/li>\n<li>Other prominent SERP Features, like People Also Ask.<\/li>\n<\/ul>\n<p>This observation actually fits Google\u2019s narrative of AIOs being a \u201cjumping-off point,\u201d but I want to be clear that AIOs also kill a lot of clicks in the process, and our tasks require a higher level of skepticism than many highly searched queries.<sup>1<\/sup><\/p>\n<p>Of course, there\u2019s a difference between commercial and informational queries that we must keep in mind.<\/p>\n<p>Notably, 4 out of 5 users progressed past the AIO, so\u00a0ranking in the first organic or paid slots remains critical for monetizable queries.<\/p>\n<p>Most answers (81\u202f% on desktop and 78\u202f% on mobile) for transactional and\/or commercial queries came from other non-AIO SERP elements, such as:<\/p>\n<ul>\n<li>Organic links.<\/li>\n<li>Discussions and forums.<\/li>\n<li>Featured snippets.<\/li>\n<li>Promo\u2011code aggregators.<\/li>\n<li>Sponsored results.<\/li>\n<\/ul>\n<p>But for AIO actions that took place in the Overview itself, here\u2019s what we found:<\/p>\n<ul>\n<li>On mobile, 19% of participants clicked a citation-related element within the AIO panel, such as a link icon or hyperlinked text (excluding \u201cshow more\u201d clicks).<\/li>\n<li>On desktop, users clicked internally within an AIO just 7.4% of the time.<\/li>\n<\/ul>\n<p>Overall, our main AIO blocks contained few hyper-texted links, and on desktop, these links were nearly absent. The primary click out of the main panels was the (somewhat confusing) link icon.<\/p>\n<p>The data we gathered from this part of the study confirms a few things:<\/p>\n<ul>\n<li><strong>Don\u2019t expect too much traffic,<\/strong> even when you\u2019re cited high up the AIO. Traffic loss is inevitable and probably impossible to compensate for. (But there is hope.)<\/li>\n<li><strong>Revenue models tied to sessions are suffering\u00a0<\/strong>and will suffer more. (For example: Sites that rely on ads and affiliate models.)<\/li>\n<li><strong>Marketing dashboards that track only visits\u00a0<\/strong>are under-valuing visibility wins or hiding looming losses.<\/li>\n<li><strong>The SERP battleground is shifting<\/strong> from rank to AIO presence. Budgets and optimization practices have to follow.<\/li>\n<\/ul>\n<h3>Insight:<\/h3>\n<p>The data shows that users treat AIO primarily as a read-only summary.<\/p>\n<p>Users read, decide, and stay put.<\/p>\n<p>Outbound traffic is the exception, not the rule. When AIOs are absent, outbound click rates rise to an average of 28% on desktop and 38% on mobile.<\/p>\n<p>Notice how simple questions don\u2019t require click-throughs in the following clip from the study:<\/p>\n<p>And yet, there are cases in which organic results convince users to be better than AIOs:<\/p>\n<h3>Practical Takeaways:<\/h3>\n<p>Optimize content for AIO citations, but don\u2019t measure referral traffic (ie, clicks) for success.<\/p>\n<p>Instead, measure visibility by monitoring the following:<\/p>\n<ul>\n<li>Impressions (easy but fuzzy).<\/li>\n<li>Citation rank (how high up the AIO you\u2019re cited).<\/li>\n<li>Share of Voice (how often you\u2019re cited, how high, and how you show up in the organic results).<\/li>\n<\/ul>\n<p>You also need to immediately communicate to leaders, stakeholders, partners, and clients that organic traffic is already or about to drop significantly.<\/p>\n<p>For those who are subscribed to the paid version of The Growth Memo, we have a prepped slide deck to help you communicate these changes to your stakeholders coming out this week.<\/p>\n<h2>3. How Do People React To SERPs Emotionally?<\/h2>\n<p>Emotions drive decisions more than rationale.<\/p>\n<p>As I wrote in\u00a0<a href=\"https:\/\/www.growth-memo.com\/p\/messy-middle\" rel=\"noopener\" target=\"_blank\">Messy Middle<\/a>:<\/p>\n<blockquote>\n<p>\u201cWe\u2019re more emotional animals and make more decisions from our gut than we like to admit.\u201d<\/p>\n<\/blockquote>\n<p>Besides engagement, we also wanted to know how users\u00a0feel\u00a0about the results they\u2019re seeing.<\/p>\n<p>Why? Because emotions have an impact on our decisions, from clicks to purchases.<\/p>\n<h3>Key Stats:<\/h3>\n<div id=\"attachment_546593\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290.png\" alt=\"\" width=\"1600\" height=\"1315\" class=\"wp-image-546593 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290-480x395.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290-680x559.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290-384x316.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290-768x631.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-4-290-1024x842.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h3>Why It Matters:<\/h3>\n<p>Emotion is tied to risk. Searchers are internally asking What\u2019s at stake? When making a decision to trust a result<\/p>\n<p>And as a result, high-stakes niches \u2013 or even expensive products \u2013 receive more skepticism and scrutiny from users.<\/p>\n<p>This skepticism plays out in the form of clicks \u2013 a.k.a. your opportunities to convince people that you\u2019re trustworthy.<\/p>\n<p>The good news:\u00a0Users don\u2019t rely on AIOs only for YMYL queries; they also validate and verify with classic results.<\/p>\n<p>In low-risk niches where the threat of picking a wrong answer is low \u2013 like coupon codes or certain informational queries \u2013 brands can focus on page speed and price.<\/p>\n<p>Overall, here\u2019s what stuck out the most from this segment of the study:<\/p>\n<ul>\n<li>Hesitation or confusion spikes on medical or money queries when AIOs cite unknown brands.<\/li>\n<li>Reassurance-seeking (opening a second organic link \u201cto be sure\u201d) appears in 38% of sessions where an AIO is present.<\/li>\n<li>No-reaction silent scans dominate product or local-intent tasks.<\/li>\n<\/ul>\n<p>For high-stakes queries, users care about authoritative sources, as you can see in this clip from the study:<\/p>\n<p>But organic results can still win if they signal better relevance.<\/p>\n<ol>\n<li>Sites in the health and finance spaces have a higher chance of seeing lower traffic losses from AIOs.<\/li>\n<li>Aim to get mentioned or linked from highly authoritative sources, like .gov sites.<\/li>\n<li>Prioritize trust-building in your on-page experience to catch those double-check clicks. You can do this with visible editorial guidelines, expert authors + reviewers, and high-effort content production (original graphics, etc.).<\/li>\n<\/ol>\n<h2>4. What Influences The Type Of Result A User Chooses As Their Final Answer?<\/h2>\n<p>Up until now, my mental model of search \u2013 and I would argue the industry\u2019s as well \u2013 was that users pick results by relevance: \u201cDoes it answer my question?\u201d<\/p>\n<p>But that has changed, and I think AI is a big reason.<\/p>\n<p>We grouped over 550 think-aloud comments into four recurring themes to explain the new user behavior in the search results:<\/p>\n<h4>Source Trustworthiness (= Primary Click Motivator)<\/h4>\n<p>Whenever a recognised brand, authority site, .gov or .edu appeared, it was chosen first in 58% of the cases where such a link was present.<\/p>\n<h4>Comparison\/Validation (= Secondary Driver)<\/h4>\n<p>After reading an AIO or Blue Link, 18% of users still opened a Reddit thread, YouTube video, or second organic result \u201cjust to double-check.\u201d<\/p>\n<h4>Snippet\/Preview Relevance (= Speeds Decision)<\/h4>\n<p>After clearing the trust gate, users scanned the two-line snippet, bolded query terms, or AIO phrasing. When the snippet looked off-topic, users skipped even trusted domains.<\/p>\n<h4>Top-Of-Page Visibility (= Skews The Decision)<\/h4>\n<p>Limited viewport and thumb ergonomics make \u201cposition-0\u201d features (AIO, featured snippet) and rank-1 organic vastly more influential on phones.<\/p>\n<p>First-screen links were chosen 71% of the time. Users only scroll when the topic feels risky.<\/p>\n<div id=\"attachment_546595\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723.png\" alt=\"\" width=\"1600\" height=\"1276\" class=\"wp-image-546595 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723-480x383.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723-680x542.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723-384x306.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723-768x612.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-5-723-1024x817.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h3>Why It Matters:<\/h3>\n<p>It\u2019s not just about matching the intent of the query anymore. The old notion of \u201csearch intent relevance only\u201d is outdated.<\/p>\n<p>Brand authority and trustworthiness compound: Once you\u2019re trusted, you likely outrank unknown rivals \u2013 even without richer snippets.<\/p>\n<p>Of course, placement matters, and SERP real estate above the fold is scarce \u2026 and skews user decisions.<\/p>\n<p>Trust is the core ingredient when it comes to anything AI. Search is no exception.<\/p>\n<h3>Insight:<\/h3>\n<p>Users apply a rapid two-step filter that looks like this:<\/p>\n<p>\u201cDo I trust this result?\u201d \u2192 \u201cDoes this result answer my question?\u201d<\/p>\n<p>Look at these two clips from the study and notice how the participant selects results he explicitly\u00a0trusts:<\/p>\n<p>You\u2019ll hear the participant state:<\/p>\n<ul>\n<li>\u201cYelp is a good resource that\u00a0I use a lot, so I\u2019d probably click Yelp.\u201d<\/li>\n<li>\u201cI\u2019ll try to find one that has\u00a0decent reviews\u00a0and that\u2019s nearby.\u201d<\/li>\n<li>\u201cI\u00a0trust\u00a0Yelp.\u201d<\/li>\n<\/ul>\n<p>You\u2019ll also hear this in Clip No. 2 above:<\/p>\n<ul>\n<li>\u201cUS News\u00a0and\u00a0World Reports\u00a0is trustworthy.\u00a0Edmonds\u00a0is trustworthy.\u201d<\/li>\n<li>\u201cI picked this \u2019cause\u00a0US News\u00a0and\u00a0World Reports\u00a0is a trusted source, and\u00a0they have a clear answer right here in the key takeaways.\u201d (Note: They make information easy to find.)<\/li>\n<\/ul>\n<p>Of course, there is nuance to this two-step filter.<\/p>\n<p>The director of this study, Eric, adds the following observations:<\/p>\n<ol>\n<li>How-to and evergreen intents (like waterproofing boots, selling gift cards, or coupon hunting) are easiest to satisfy for AIOs. Users feel the AI is \u201ctried and tested\u201d and \u201csuper helpful\u201d for these stable facts.<\/li>\n<li>Location-sensitive or personal-risk queries trigger more skepticism. One study participant shared aloud that, \u201cIt only says New York \u2026 that doesn\u2019t help me,\u201d and another shared, \u201cI\u2019d go straight to PayPal for accuracy.\u201d<\/li>\n<li>Medical-risk examples show a mixed approach: Some users praise the concise summary, others insist on cross-checking with authoritative sources like the Mayo Clinic or the NHS.<\/li>\n<\/ol>\n<p>Ultimately, we\u2019ve noticed that the more time users spend reading the AIO, the higher their chance of trusting the answer and being influenced by it.<\/p>\n<p>This is a\u00a0priming effect: Once a brand or concept appears in the AIO, it remains top-of-mind.<\/p>\n<h3>Practical Takeaways:<\/h3>\n<ol>\n<li><strong>Trust is the gatekeeper.<\/strong> One of the biggest drivers of SEO success is how well you\u2019ve earned \u201cshare of mind\u201d before someone even sees your brand in an AIO or search result. Maybe that was always true, but AIOs make it non-negotiable now.<\/li>\n<li><strong>Being present in the AIO (ideally high up) is valuable<\/strong> because it leaves an impression on users. That\u2019s where impressions as a metric become more valuable.<\/li>\n<\/ol>\n<h2>5. How Do Demographics Influence Search Behavior And Interactions With AIOs?<\/h2>\n<p>We often talk about <a href=\"https:\/\/www.growth-memo.com\/p\/what-is-user-intent-how-to-optimize-for-it-like-a-pro\" rel=\"noopener\" target=\"_blank\">user intent<\/a>\u00a0in SEO, but completely ignore demographics.<\/p>\n<p>History has shown that technical jumps, like what we\u2019re living through with AI right now, have a bigger impact on younger demographics.<\/p>\n<p>The same is true of Search.<\/p>\n<p>Our research found stark differences in how people of different ages engage with the search results.<\/p>\n<p>Below, you\u2019ll see the percentage of time when an organic result was chosen, whether there was an AIO present for the user\u2019s review or not.<\/p>\n<div id=\"attachment_546596\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173.png\" alt=\"\" width=\"1600\" height=\"1019\" class=\"wp-image-546596 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173-480x306.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173-680x433.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173-384x245.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173-768x489.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-6-173-1024x652.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h3>Why It Matters:<\/h3>\n<p>One-size-fits-all SEO practices don\u2019t work anymore.<\/p>\n<p>Just like for other social or content platforms, segmentation by demographic becomes as critical as segmentation by keyword intent.<\/p>\n<h3>Insight:<\/h3>\n<p>AIO adoption is generational.<\/p>\n<p>Older audiences are still relying heavily on classic organic results. Younger demographics are more likely to focus on the AIO and validate with Reddit.<\/p>\n<h3>Practical Takeaways:<\/h3>\n<p>Prioritize content and SERP Feature bets by age segment.<\/p>\n<p>For brands that target an older audience, double down on classic organic search. Don\u2019t over-index on AIOs. The exception here would be queries with a local intent or online shopping searches.<\/p>\n<p>In these cases, user intent overpowers age preferences.<\/p>\n<p><em>Quick reminder here: Premium subscribers get expanded info later this week.\u00a0<a href=\"https:\/\/premium.growth-memo.com\/\" rel=\"noopener\" target=\"_blank\">Upgrade to paid.<\/a><\/em><\/p>\n<h2>6. How Do Devices Impact User Behavior?<\/h2>\n<p>Devices reflect search context.<\/p>\n<p>Mobile devices are used more often on the go, which is why mobile searches are more likely to have local intent and SERP Features like local packs.<\/p>\n<p>Mobile users are also more restrained in their behavior due to smaller screen real estate. These factors are also reflected in how users engage with AIOs.<\/p>\n<div id=\"attachment_546600\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454.png\" alt=\"\" width=\"1600\" height=\"1323\" class=\"wp-image-546600 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454-480x397.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454-680x562.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454-384x318.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454-768x635.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-7-454-1024x847.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<h3>Why It Matters:<\/h3>\n<p>You need to ensure mobile snippets and structured data are flawless; they get more scrutiny.<\/p>\n<p>Mobile is now the primary remaining source of incremental Google traffic. Optimize for it first.<\/p>\n<h3>Insight:<\/h3>\n<p>Vertical scrolling and thumb ergonomics make mobile users dig deeper and click out more.<\/p>\n<p>And when an AIO is missing, users revert to classic \u201cblue link\u201d behavior, especially on mobile, where more than one-third of searches produced a click to a non-Google site.<\/p>\n<h3>Practical Takeaways:<\/h3>\n<p>You need to track and compare mobile and desktop SERPs.<br \/>We missed this in classic SEO, and now it\u2019s so much more important.<\/p>\n<p>To prioritize which format you optimize for, you must validate that you get more mobile users to your site first (use Google Search Console).<\/p>\n<p>If mobile is important to your target audience, regularly run separate mobile rank and snippet audits. And optimize the above-the-fold experience, in addition to:<\/p>\n<ul>\n<li>Making the page skimmable.<\/li>\n<li>Shortening time-to-value on the page (essentially, the time it takes to resolve the query or reach an insight from your site).<\/li>\n<li>Simplifying navigation on the page and site.<\/li>\n<\/ul>\n<h2>7. How And When Do Users Engage With Community-Based, Video-Based, And Shopping Carousel Content?<\/h2>\n<p>The controversial rise of Reddit often leaves us wondering why Google gives community content so much prominence across all topics and verticals.<\/p>\n<p>Our study explains what users really do.<\/p>\n<h3>Key Stats:<\/h3>\n<p>We looked at where clicks go when users leave Google or want to validate answers:<\/p>\n<div id=\"attachment_546598\" style=\"width: 1610px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297.png\" alt=\"\" width=\"1600\" height=\"1323\" class=\"wp-image-546598 size-full\" data-srcset=\"https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297.png 1600w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297-480x397.png 480w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297-680x562.png 680w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297-384x318.png 384w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297-768x635.png 768w, https:\/\/www.searchenginejournal.com\/wp-content\/uploads\/2025\/05\/graph-8-297-1024x847.png 1024w\" data-sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" loading=\"lazy\"\/><span class=\"wp-caption-text\">Image Credit: Kevin Indig<\/span><\/div>\n<p>Keep in mind that SERP Features and corresponding user behavior vary by question or task performed.<\/p>\n<p>In this study, only one task surfaced video results: \u201chow to waterproof fabric boots at home.\u201d<\/p>\n<p>And here\u2019s how users in this study responded to video results:<\/p>\n<ul>\n<li>Users watched the preview frames, hovered for autoplay, then clicked through to YouTube in 5 of the 7 cases.<\/li>\n<li>Although videos made up less than 2% of all logged elements, their 37-second dwell time exceeds AIO dwell time itself (31 seconds).<\/li>\n<li>Users linger to watch autoplay previews or scroll thumbnails before deciding to click through.<\/li>\n<\/ul>\n<p>For shopping-related tasks, we noticed the following:<\/p>\n<ul>\n<li>30% of clicks go to local packs.<\/li>\n<li>26.4% of clicks go to shopping modules (product grids).<\/li>\n<li>13.2% of clicks go to text ads.<\/li>\n<li>40% of clicks went to paid-organic results (text + PLAs).<\/li>\n<li>7 out of 10 clicks bypassed classic organic links in favour of Google\u2011curated verticals or ads.<\/li>\n<\/ul>\n<p>By the way, Amazon was a huge competitor to the shopping carousel.<\/p>\n<p>Many people said, \u201cI would just go to Amazon\u201d (see clip below):<\/p>\n<p>This study participant states: \u201cTypically, I go to Amazon \u2026 scroll past the sponsored results and look for something with a lot of reviews.\u201d<\/p>\n<h3>Why It Matters:<\/h3>\n<p>Social proof platforms (Reddit, YouTube) absorb the demand that AIOs can\u2019t satisfy. Be present there.<\/p>\n<h3>Insight:<\/h3>\n<p>Community proof-points matter. When users leave the SERP after looking at an AIO, community links receive a lot of those clicks (18% when AIOs are not present).<\/p>\n<p>People \u2013 especially the younger cohort that trusts AIO the most \u2013 use forums to get a (validating) voice from another human. Users in their 20s to 30s clicked Reddit or YouTube far more than older cohorts.<\/p>\n<p>For some queries, like how-tos, users skip the AIO intentionally because they expect richer media, like videos.<\/p>\n<h3>Practical Takeaways:<\/h3>\n<ol>\n<li><strong>Invest in Organic Reddit<\/strong> (or the most relevant forum in your industry) when and if it appears for your most relevant queries. Seek both citations\u00a0and\u00a0social proof, as they reinforce each other.<\/li>\n<li><strong>Optimize video thumbnails\u00a0and\u00a0the first 15 seconds<\/strong>. Users decide whether or not to click from the autoplay preview; if the opening doesn\u2019t show the task in action, they skip.<\/li>\n<\/ol>\n<h2>Conclusion: Welcome To The New World Of Search<\/h2>\n<p>You made it to the end! Congratulations to you and your attention span (or did you just scroll here \ud83e\udd14?).<\/p>\n<p>To summarize everything you just (hopefully) read: If your brand isn\u2019t surfaced in the first third of an AIO, it\u2019s effectively invisible.<\/p>\n<p>Search has flipped from a click economy to a visibility economy.<\/p>\n<p>And within that economy, the new currency is authority, which now outranks search intent relevance.<\/p>\n<p>Users ask, \u201cDo I trust this brand?\u201d before they even consider the answer.<\/p>\n<p>If I had to boil the findings down to one sentence, it would be this: Users treat an AIO as a fact sheet: They quickly scan, expand if needed, and use minimal internal navigation.<\/p>\n<h3>Top Takeaways For Operators:<\/h3>\n<ol>\n<li><strong>Shift KPIs from clicks to presence.\u00a0<\/strong>Track how often, how high, and for which queries your brand appears in AIO.<\/li>\n<li><strong>Lead with authority.\u00a0<\/strong>Invest in expert endorsements, .gov\/.edu links, and PR that earns immediate trust.<\/li>\n<li><strong>Package answers for skimmers.<\/strong>\u00a0Key-fact boxes, bullets, and schema matter more than ever.<\/li>\n<li><strong>Own the validation click.\u00a0<\/strong>Seed Reddit threads, video demos, and comparison guides \u2013 users still seek a second opinion.<\/li>\n<li><strong>Segregate desktop and mobile strategy.<\/strong>\u00a0Treat desktop as a branding surface; fight for mobile if you need traffic.<\/li>\n<\/ol>\n<h3>Top Takeaways For Decision Makers:<\/h3>\n<ol>\n<li><strong>Expect \u2013 and budget for \u2013 a structural drop in organic sessions.<\/strong> AIOs cut outbound clicks roughly in half on desktop and by a third on mobile; revenue models tied to sessions (ads, affiliate) need hedging strategies.<\/li>\n<li><strong>Shift KPIs and tooling from \u201crank\u201d to \u201cshare of voice in AIO.\u201d\u00a0<\/strong>Track how often, how high, and for which queries your brand appears in the panel; classic position-tracking alone masks looming losses. Keep in mind we\u2019re still refining the new metrics model.<\/li>\n<li><strong>Invest in authority signals\u00a0that secure trust instantly.<\/strong> Recognition by .gov, .edu, expert reviewers, or high-profile PR sways 58% of users to choose a cited source first. Brand trust precedes relevance in the new decision filter.<\/li>\n<li><strong>Allocate resources to validation channels \u2013 <\/strong>Reddit, YouTube, forums \u2013 where many residual clicks go after an AIO. Owning the follow-up click preserves influence even when Google keeps the first.<\/li>\n<\/ol>\n<h3>Open Questions That Still Matter<\/h3>\n<ul>\n<li><strong>Citation mechanics.<\/strong>\u00a0How does Google choose which sources surface in the collapsed AIO, and in what order?<\/li>\n<li><strong>Attribution leakage.\u00a0<\/strong>Will Search Console or GA ever expose AIO-driven impressions so brands can value \u201con-SERP\u201d exposure?<\/li>\n<li><strong>Monetization models.<\/strong>\u00a0If outbound traffic keeps shrinking, how will publishers, affiliates, and SaaS products replace lost session-based revenue?<\/li>\n<li><strong>Personalization vs. authority.<\/strong> Will future AIOs weigh personal history over global trust signals \u2013 and can brands influence that balance?<\/li>\n<li><strong>Regulatory impact.\u00a0<\/strong>Could antitrust or copyright actions force Google to show more outbound links\u00a0 \u2013 or fewer?<\/li>\n<li><strong>Behavior over time.\u00a0<\/strong>Do users acclimate to AIOs and eventually click less (or more) as trust grows?<\/li>\n<\/ul>\n<p><strong>Hint:<\/strong> Paid subscribers can get answers to these questions (and can send me any question that\u2019s top of mind!) related to this study.<\/p>\n<h3>Additional Resources<\/h3>\n<p>Other primary research that puts the qualitative data into perspective:<\/p>\n<h2>Methodology<\/h2>\n<h3>Study Design And Objective<\/h3>\n<p>We conducted a mixed-methods, within-subjects usability study to quantify how Google\u2019s AI Overviews (AIO) change user behavior.<\/p>\n<p>Each participant completed eight live Google searches: six queries that consistently triggered an AIO and two that did not. This arrangement lets us isolate the incremental effect of AIO while holding person-level variables constant.<\/p>\n<h3>Participants And Recruitment<\/h3>\n<p>Sixty-nine English-speaking U.S. adults were recruited on Prolific between 22 March and 8 April 2025.<\/p>\n<p>Eligibility required a \u2265 95% Prolific approval rate, a Chromium-based browser (for the recording extension), and a functioning microphone.<\/p>\n<p>Participants chose their own device; 42 used mobile (61%) and 27 used desktop (39%).<\/p>\n<p>Age distribution was: 18-24 yrs 29%, 25-34 yrs 30%, 35-44 yrs 12%, 45-54 yrs 17%, 55-64 yrs 3%, 65+ yrs 3%.<\/p>\n<p>A pilot with eight users refined instructions; 18 further sessions were excluded for technical failure and four for non-compliance. The final dataset contains 525 valid task videos.<\/p>\n<h3>Task Protocol<\/h3>\n<p>Each session ran in UXtweak\u2019s Remote Moderated mode.<\/p>\n<p>After reading a task prompt, the participant navigated to google.com, searched, and spoke thoughts aloud. They declared a\u00a0final answer\u00a0(\u201cI\u2019m selecting this because\u2026\u201d) before clicking \u201cDone\u201d in an overlay.<\/p>\n<p>Task set:<\/p>\n<ol>\n<li>Local service (\u201cfind a tax accountant near you\u201d) \u2013 no AIO.<\/li>\n<li>Decision timing (\u201cbest month to buy a car\u201d) \u2013 AIO.<\/li>\n<li>Low-cost product (\u201cportable charger\n<\/li>\n<li>Transactional YMYL (\u201ctransfer PayPal to bank\u201d) \u2013 AIO.<\/li>\n<li>Coupon\/deal (\u201ccar-rental promo code\u201d) \u2013 AIO.<\/li>\n<li>Health YMYL (\u201cwhy artificial sweeteners might cause health problems\u201d) \u2013 AIO.<\/li>\n<li>Finance YMYL (\u201csell gift cards for instant payment\u201d) \u2013 AIO.<\/li>\n<li>DIY how-to (\u201chow to waterproof fabric boots\u201d) \u2013 AIO.<\/li>\n<\/ol>\n<h3>Capture Stack<\/h3>\n<p>UXtweak recorded full-screen video (1080p desktop or device resolution mobile), cursor paths, scroll events, and audio. Recordings averaged 25 min; incentives were $8 USD.<\/p>\n<h3>Annotation Procedure<\/h3>\n<p>Three trained coders reviewed every video in parallel and logged one row per SERP element that held attention \u2248 for 5 seconds or longer. Twenty-three variables were captured, grouped as:<\/p>\n<ul>\n<li><strong>Structural<\/strong> \u2013 participant-ID, task-ID, device, query.<\/li>\n<li><strong>Feature<\/strong> \u2013 element type (AIO, organic link, map pack, sponsored, video pack, shopping carousel, forum, etc.).<\/li>\n<li><strong>Engagement<\/strong> \u2013 scroll depth inside AIO (0\/25\/50\/75\/100%), number of scroll gestures, dwell-time (s), internal clicks, outbound clicks.<\/li>\n<li><strong>Behavioral<\/strong> \u2013 spoken reaction (hesitation, confusion, reassurance-seeking, none), reading style (skim, re-read, etc.), AIO button used (show-more, citation click, carousel chip).<\/li>\n<li><strong>Outcome<\/strong> \u2013\u00a0final answer, satisfaction flag, explicit trust flag.<\/li>\n<\/ul>\n<p>The research director (Eric van Buskirk) spot-checked 10% of videos. Inter-coder agreement: dwell-time SD \u00b1 3 s; Cohen\u2019s \u03ba on trust category = 0.79 (substantial).<\/p>\n<h3>Data Processing And Metrics<\/h3>\n<p>Annotations were exported to Python\/pandas 2.2. Scroll values entered as whole numbers were normalised to fractions (e.g., 80 \u2192 0.80).<\/p>\n<p>The 99th percentile of dwell was Winsorised to dampen outliers. This produced 408 evaluated SERP elements and \u2248 350 valid AIO observations.<\/p>\n<h3>Statistical Analysis<\/h3>\n<p>Descriptives (means, medians, proportions) were stratified by device, age, and query intent.<\/p>\n<p>Spearman rank correlations tested monotonic relationships among scroll %, dwell, trust, and query-refinement counts (power &gt;.8 to detect \u03c1 \u2265 .25).<\/p>\n<p>Welch t-tests compared mobile vs desktop means; McNemar \u03c7\u00b2 compared click-through incidence with vs without AIO.<\/p>\n<h3>Reliability And Power<\/h3>\n<p>With n \u2248 350 AIO rows, the standard error for a proportion of .50 is \u2248 .05; correlations \u2265 .30 are significant at \u03b1 =.05. Cross-coder checks ensured temporal metrics and categorical judgements were consistent.<\/p>\n<h3>Limitations<\/h3>\n<p>Sample skews young (58% \u2264 34 yrs) and U.S.-based; think-aloud may lengthen dwell by ~5-10 s. Coder-judged trust\/emotion involves subjectivity despite reliability checks.<\/p>\n<p>Study window overlaps Google\u2019s March 2025 core update; SERP UI was in flux. Findings generalise to Chromium browsers; Safari\/Firefox users were not sampled.<\/p>\n<h3>Ethical Compliance<\/h3>\n<p>Participants gave informed consent; recordings stored encrypted; no personally identifying data retained. Study conforms to Prolific\u2019s ethics policy and UXtweak TOS.<\/p>\n<p>This narrative supplies sufficient procedural and statistical detail for replication or secondary analysis.<\/p>\n<p><em>1 <a href=\"https:\/\/blog.google\/products\/search\/ai-overviews-update-may-2024\/\" target=\"_blank\" rel=\"noopener\">AI Overviews: About last week<\/a>\u00a0<\/em><a href=\"https:\/\/blog.google\/products\/search\/ai-overviews-update-may-2024\/\" rel=\"noopener\" target=\"_blank\"\/><\/p>\n<hr\/>\n<p>SEJ\u2019s Content &amp; SEO Strategist Shelley Walsh prerecorded an interview with Kevin before the launch to talk about his research. 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