Lakshmi Nagarajan's Linkedin Analytics

Just spotted: For a whole range of queries on mobile, I found "people also search for" suggestions triggers AI Overviews. Here's an example: 1. Search for "Buda Castle" 2. "People also search for" suggestions include Buda Castle Tickets, Buda Castle Photos and Buda Castle Entrance Fee. 3. Clicking on Buda Castle Tickets or Buda Castle Entrance Fee triggers AI Overviews. 4. I repeated this on a dozen industry specific queries and all showed the same pattern. 2 observations: 1. I've taken the claim that mostly informational queries trigger AIO with a pinch of salt; I've seen several (still computing the exact %) queries with transactional intent for AIO in Feb '25. In the example above, Buda Castle Tickets can be both interpreted as informational or commercial. 2. Use the keyword patterns in PASF to optimise for appearing in AIO.

Winter is coming. AIO is going to bleed organic traffic dry. If you are a large website, some of the questions you may want to answer: * What categories are triggering AIO * AIO does not appear 100% for any category (at least as yet). What % do they appear for? Is it based on intent? * Kevin Indig in Growth Memo did a great job of collating studies from various sources to answer these questions. Those are good indicators to start with. The actual % for your website may vary from what the industry is seeing. * How are you tracking it week on week? The volatility is high. Semrush has a headstart in this with their AI Overviews as a SERP feature. Wishlist for GSC: 1. Fix average position. It is not a real indicator of SERP position. Factor in SERP features like people also ask, image carousel, people also search for. AP may be 1 and still show two folds below if there is PAA, 5 Places, and 15 ads above. 2. Show SERP features, most importantly AI Overviews. Final thoughts: There may not be a change in AP. In the absence of a tool, measure the change in CTR as a proxy for when AIO appears and does not appear in search results.

The Pressure is always on. Pressure to ship things quickly. Pressure to prove ROI. Pressure to keep up on LinkedIn. Kevan Lee's latest post on constant pressure is contextual. If you are a young marketer, then I highly recommend reading this post today (link in comments). You either thrive under pressure or buckle under it. And often, it’s just a fine line that tips the balance. If I were to distill it into only three, then they would be: 1. Set a North Star goal with your boss. Ignore all other goals. 2. Detach your self-worth from work. 3. Choose a career path that prioritizes what’s most important to you, not others.