Google has quietly rolled out a major shift across its search results. Large-scale research by data platform AlsoAsked, covering over 19 million search queries, reveals that 97 per cent of ‘People Also Ask’ boxes are now powered by AI Overviews. Whereas just 12 per cent of these expandable questions were answered by AI fourteen months ago, the traditional setup has now been almost entirely replaced by generated AI summaries.
Why this matters for your search visibility
The ‘People Also Ask’ section has been a goldmine for marketers and business owners for years. It offered an accessible way to feature at the top of Google with targeted answers to specific questions, even without holding a top-three position in the regular search results.
Now that Google is relying almost entirely on AI Overviews to generate these answers, the playing field is shifting dramatically:
- Fewer direct clicks: Users immediately receive a tailor-made, aggregated answer. As a result, the need to click through to an underlying website is diminishing.
- Selective source citations: The AI selects only a small number of sources to support its summary. If you aren’t listed among those sources, you miss out on visibility within this search feature entirely.
- A shifting research phase: Questions in the ‘People Also Ask’ section often represent searchers comparing information. If you are not cited during this stage, you risk losing potential customers early in the buyer journey.
What does this mean for you?
To ensure your brand remains visible within the ‘People Also Ask’ section, moving towards Generative Engine Optimisation (GEO) is crucial:
- Provide direct and clear answers: Structure your content with clear Q&A sections. Ensure the AI can easily scan and digest your information.
- Offer unique value: The AI synthesises generic information itself. Include unique data, expert quotes, or specific real-world examples so that the AI selects your page as an authoritative source.
- Use structured data: Apply Schema.org markup (such as FAQPage and Article) correctly to convey the context of your questions and answers with complete clarity to Google’s AI.
Source: Search Engine Roundtable
