Episode 67: Google Moved The Finish Line
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Episode 67: Google Moved The Finish Line
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For years, the strategy has been simple: show up when someone's ready to buy, and win the click. New research suggests that the finish line just moved.
Semrush analyzed over 600,000 keywords across ten industries over six months and found AI Overviews on commercial-intent searches — the comparison stage, where people are still deciding — grew 71%. Meanwhile, AI Overviews on transactional searches, where people are ready to act, fell 5%. Finance saw the sharpest shift, with a 231% increase in commercial-intent AI Overviews.
Separate research adds a second layer: when an AI Overview appears, outbound clicks to actual websites drop by almost 40%, even though users don't rate the experience as any better.
In this episode, Jeff Payne connects the data to two ideas he's talked about before — Decision Blur and the Two Currencies of AI visibility — and asks the question every business owner should be sitting with: in the stage where people are still deciding, are you something an AI would find worth citing?