What are the different types of AI search?
AI-powered search engines
AI-powered search engines, like ChatGPT and Perplexity, replace the traditional blue links in search engine results pages (SERPs), providing you with summarised answers to search prompts which are curated from multiple sources at speed.
They’re also known as large language models (LLMs), which are capable of understanding and generating human language through the processing of lots of text data.
AI Overviews
AI Overviews show up at the top of Google’s usual SERPs and are brief summaries that look to answer your queries instantly. The responses they provide are curated from multiple sources without you needing to click through to a different website.
As Google puts it, “Whether it’s a small question, a big question, an indescribable question, or a question that’s actually like 10 questions in one — find what you need faster with AI Overviews.”
AI Mode
AI Mode is a different way of searching on Google, that’s much more conversational in style compared to AI Overviews. It’s not a million miles away from other LLMs, in the sense that you ask Google a question, you get a reply, and then you’re given further follow-up questions to refine the search response.
Are we searching differently with AI?
Yes, there’s been a shift in general search behaviour following the introduction of AI. Traditionally, we’d use short keywords or phrases as search terms, scrolling through results, clicking through to any relevant websites, doing some research and then returning to the search engine to start the process all over again.
But with AI, we’re using longer, more conversational-style prompts that use questions. AI creates a singular, comprehensive answer that can be refined further with additional input without needing to navigate elsewhere. This process takes away some of the heavy lifting from traditional search, getting you to your answer more quickly.
Ask Jeeves may be gone but the advent of using questions as search prompts is here to stay!
Will AI search stop people clicking through to my website?
Sometimes, yes, but it all depends on search intent.
If someone has transactional intent — they want to make a purchase or sign up to your service — they’ll likely head to your website to fulfil that action.
But, if someone has informational intent — doing some research to gain knowledge — they’ll be less likely to click through to your website as they get an answer directly within AI search e.g., “Scrambled eggs recipe.”
Recent studies by Ahrefs found that AI overviews reduced click-through rates (CTRs) on Google by 58%, while AI-powered search engines like ChatGPT had a 95% lower CTR than Google. Definitely some food for thought!
AI search comes at a price
We’re adopting AI search increasingly in our day-to-day lives, opting to find the answers we’re looking for all in one place, be it on an AI-powered search engine like ChatGPT, or by using Google’s AI Overviews and AI Mode.
With a single search prompt we have a world of information at our fingertips but it comes at a price, and CTRs are taking the hit. But, at the end of the day, it all boils down to intent. If someone is ready to buy your product, service or solution, they’ll navigate to your website regardless of how they search for you.
