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Seammerris just dropped a massive 10
million keyword AI overview study. Just
dropped it. Dropped it yesterday and I
skimmed it. It has a lot of interesting
facts. It's a big read and I started
reading it and I'm like, you know what?
Why am I reading this alone when I have
an audience of SEOs who are just as
interested in this as I am? So, I'm
going to read this. I'm going read this
with all of you. And if you're watching
on YouTube, I'm going to share all the
graphs and everything that this mega
article shares. I'm going to share it
all as well. Thank you to Semrush for
AI-generated overview
Edward Sturm analyzes Semrush's 2025 study examining 10 million keywords to assess AI Overview impact on search behavior. The research reveals AI Overviews now trigger for 13.14% of queries (up from 6.49% in January 2025), with 88.1% being informational searches. Contrary to assumptions, zero-click rates slightly decreased (38.1% to 36.2%) after AI Overview introduction for the same keywords. Science, health, society, and law/government sectors experienced the largest growth (15-22%). Google strategically deploys AI Overviews on low-CPC, low-competition queries while avoiding high-revenue commercial terms. Sturm argues the optimal SEO strategy involves targeting transactional keywords rather than informational content, as transactional intent drives clicks despite AI summaries. He emphasizes that users seeking conversions will click through AI recommendations, making bottom-of-funnel optimization more valuable than competing for AI Overview inclusion.
AI Overviews triggered for 13.14% of all queries in March 2025, representing 72% month-over-month growth from February and 102% growth from January, indicating rapid acceleration rather than gradual adoption.
Zero-click rates declined from 38.1% to 36.2% when comparing the same keywords before and after AI Overview introduction, challenging the assumption that AI summaries automatically reduce website traffic.
95% of keywords triggering AI Overviews have either no ads or extremely low CPC, revealing Google strategically avoids disrupting its advertising revenue model while deploying generative AI features.
Informational queries comprise 88.1% of AI Overview triggers, while commercial queries increased from 6.28% to 8.69% and navigational queries doubled from 0.74% to 1.43%, suggesting gradual expansion into conversion-focused searches.
AI Overviews appearance frequency (growing fast). Industries most affected. Zero-click search trends. Informational content at highest risk