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One in three web searches on Google now trigger an AI-generated snippet at the top of the results page. But for B2B tech companies, the percentage is even higher, with Google’s AI Overviews (AIOs) appearing in 57% of searches. That’s up from 32% in May 2024, according to research from BrightEdge.
Tech buyers naturally search intending to get precise answers and technical clarity. So, it’s no surprise that their information-focused queries – often related to security, data management, and compliance, for example – return an outsized proportion of AI Overviews.
Why is this important for marketers? Because 89% of the citations in Google’s AI Overviews come from outside the top 100 organic rankings – contributing to a 49% increase in in search impressions for websites overall. Megan Poinski, journalist at Forbes, captures the shift well: influence and visibility are now the most important aspects of search.
15%-22% of AI Overview answers relating to B2B tech queries come from giants like IBM, Amazon and Microsoft
One in three web searches on Google now trigger an AI-generated snippet at the top of the results page. But for B2B tech companies, the percentage is even higher, with Google’s AI Overviews (AIOs) appearing in 57% of searches. That’s up from 32% in May 2024, according to research from BrightEdge.
Tech buyers naturally search intending to get precise answers and technical clarity. So, it’s no surprise that their information-focused queries – often related to security, data management, and compliance, for example – return an outsized proportion of AI Overviews.
Why is this important for marketers? Because 89% of the citations in Google’s AI Overviews come from outside the top 100 organic rankings – contributing to a 49% increase in in search impressions for websites overall. Megan Poinski, journalist at Forbes, captures the shift well: influence and visibility are now the most important aspects of search.
Goliath is beating David in the AI Overview game. Right now, 15%-22% of AI Overview answers relating to B2B tech queries come from giants like IBM, Amazon and Microsoft – giving them a growth boost over smaller players.
So, what gives these companies’ content the edge? BrightEdge’s research points to a pattern of:
However, for educational queries specifically, it notes that AI Overviews favour precise answers with visual presentation.
89% of the citations in Google’s AI Overviews come from outside the top 100 organic rankings a global group targeting market expansion
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