How Users Really Interact With AI Search — And What to Do About It w/ Kevin Indig, Organic Growth Advisor
As Google rolls out AI‑powered summaries at the top of search results, we’re seeing clicks on traditional blue links evaporate—and with them, the traffic and revenue models we’ve all relied on. Kevin Indig and his team recently completed the very first large‑scale UX study of Google’s new AI Overviews, revealing how users are actually using the new SERP feature. Kevin’s team tracked 70 real users across eight search tasks, captured 29 hours of think‑aloud sessions, and coded over 400 AI Overview encounters. They measured scroll depth, click behavior, emotional reactions, and trust signals—data no one else has compiled at this scale. We’ll dig into what this study reveals about how people actually read AI Overviews, how brands can win—or lose—visibility in this new world, and what every SEO and content strategist needs to do right now to adapt. What You’ll Learn: What makes users engage with AI Overviews — and what makes them bounce How this behavior is shifting the value of traditional SEO What kinds of queries are most affected Practical strategies to future-proof your content in an AI-first search world Resources: Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinindig/ Check out Kevin's study: https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles Sign up for the Growth Memo Newsletter: https://www.growth-memo.com/subscribe?utm_source=menu&simple=true&next=https%3A%2F%2Fwww.growth-memo.com%2Fp%2Fthe-first-ever-ux-study-of-googles "Clicks are empty calories, which means that clicks are always just a means to an end... Only 20% of the time does the AIO give participants the final answer. But 80% of the time they clicked on other results, mostly organic results." - Kevin Indig Timestamps: 03:32 - Study design explanation 04:12 - Trust as primary user filter 11:48 - Clicks as "empty calories" 15:42 - Brand mentions vs citations 25:50 - "Answer first content" doesn't work
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
As Google rolls out AI‑powered summaries at the top of search results, we’re seeing clicks on traditional blue links evaporate—and with them, the traffic and revenue models we’ve all relied on.
Kevin Indig and his team recently completed the very first large‑scale UX study of Google’s new AI Overviews, revealing how users are actually using the new SERP feature.
Kevin’s team tracked 70 real users across eight search tasks, captured 29 hours of think‑aloud sessions, and coded over 400 AI Overview encounters. They measured scroll depth, click behavior, emotional reactions, and trust signals—data no one else has compiled at this scale.
We’ll dig into what this study reveals about how people actually read AI Overviews, how brands can win—or lose—visibility in this new world, and what every SEO and content strategist needs to do right now to adapt.
What You’ll Learn:
- What makes users engage with AI Overviews — and what makes them bounce
- How this behavior is shifting the value of traditional SEO
- What kinds of queries are most affected
- Practical strategies to future-proof your content in an AI-first search world
Resources:
Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinindig/
Check out Kevin's study: https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles
Sign up for the Growth Memo Newsletter: https://www.growth-memo.com/subscribe?utm_source=menu&simple=true&next=https%3A%2F%2Fwww.growth-memo.com%2Fp%2Fthe-first-ever-ux-study-of-googles
"Clicks are empty calories, which means that clicks are always just a means to an end... Only 20% of the time does the AIO give participants the final answer. But 80% of the time they clicked on other results, mostly organic results." - Kevin Indig
Timestamps:
03:32 - Study design explanation
04:12 - Trust as primary user filter
11:48 - Clicks as "empty calories"
15:42 - Brand mentions vs citations
25:50 - "Answer first content" doesn't work