AEO Stats Round-up
Visitor behaviour is changing as AI discovery is quickly going mainstream. Here are some takeaways and stats to consider over the summer holidays and as you start planning for the autumn and beyond.
AI, AI, AI. Sometimes it feels like that's all we ever talk about. And as I reflect on a busy few months of client help, feature planning and conferences, I thought it would be a good time to highlight some of the main stats we've found in terms of AI search and how it is starting to affect attractions, leisure, heritage and tourism destinations.
How guests search is changing
- 50% of Google Searches have AI summaries
(and when they do, clicks to the top organic result drop over 34%) - 60% of Google Searches are 'Zero Click Searches'
Meaning that guests stay on Google, or Google owned websites like Youtube - 9.5% drop in Google's share of search queries
- 500 million more weekly active users on ChatGPT than this time last year
The trend towards AI search is particularly high in B2B searches, with over 50% of searches starting in an AI tool. We see this ourselves when we see where enquiries are coming from.
Now, it's not that high on B2C searches yet, but the trend is clear. Search and how guests are discovering your brand is evolving.