Data Shows Google AIO Is Citing Deeper Into Websites
Apr 01, 2025 - searchenginejournal.com
New data from BrightEdge indicates that Google’s AI Overviews (AIO) have significantly expanded in size as of March 2025, altering traffic distribution across search results. The expansion is particularly notable in industries such as Travel, B2B Tech, Education, and Finance. AIO is increasingly favoring deep, specialized content over homepages, with 82.5% of clicks going to pages two or more clicks deep from the homepage. This shift aligns with Google's focus on Predictive Summaries and Grounding Links, emphasizing precise, contextually relevant outbound links. SEOs and publishers are advised to monitor performance metrics and focus on creating citable, in-depth content to adapt to these changes.
Technical SEO and full-site indexing have become crucial for visibility in AI-driven search, as Google continues to prioritize deeper content for citations. Older content may gain renewed value if updated to reflect current information. The data suggests that pages cited in AI Overviews often rank for a single, high-volume keyword, presenting an opportunity for traffic. Overall, optimizing for AIO involves keeping content fresh and relevant, with a focus on user trends and the context of searches.
Key takeaways:
Google’s AI Overviews are rapidly expanding in visual size on the SERP
Industries like Travel, B2B Tech, Education, and Finance are experiencing the fastest AI Overview growth
Deeper, more specific content is overwhelmingly favored for AI citations over homepages
Technical SEO and full-site indexing are now essential for brand visibility in AI-driven search
