All this to say, the winners in AI-era search will be sites that create fresh review-rich, comparison-capable, multi-year-aware content.

Boom! Great insights from the Nectiv team.

Read the study here 👉 nectivdigital.com/new-research...

Nectiv also found that Gemini is obsessed with vs-content.

The Credit Card vertical speaks to this, with multi-option comparison strings like “Step vs Greenlight vs GoHenry vs Chase First Banking comparison.”

Google’s fan-outs average 6.7 words with 77 percent living in the 5–8 word range.

Fan-outs are also review-happy.

This matches with what we’re seeing across competitor LLMs: models don’t trust brand pages alone, they want social proof and third-party validation.

Industry-specific fan-outs are worth shouting out, too.

Software prompts averaged 11.7 fan-outs, Travel clocked 10.8, and Careers hovered around 9.8, while Local was the outlier with 3.79.

Also interesting: the word count for each query.

keen to try it out yourself? keep an eye out for the little filter-icon update

also, read about it 👉 developers.google.com/search/blog/...

◼ accuracy isn’t guaranteed
google warns the ai may misinterpret your query, so you still need to double-check the filters it applies

◼ currently works only in the search performance report
(not available for discover or news yet)

a few key notes:

◼ it’s not new data
no ai overviews, no ai mode metrics, no hidden insights
you prompt and it configures today’s filters for you

◼ limited rollout
only select properties have access right now, with a 20-requests-per-day cap

the new ai-powered configurator lets you type what you want to analyze (“show me queries that were searched in canada on mobile last month”), and gsc will auto-build the filters, comparisons, and metrics for you

fair point!

the enshitification is already here - self-promoting listicles are a plague in outputs

I’d say this is a strong antidote to the ChatGPT hype, particularly now ads are in the mix; AI Mode doesn’t have ads, you see.

Anyway, screenshot credit to @benjaminDEKR.

Talking of answer engines, I’ll also throw Google’s AI Mode in here.

The Google devs have been cooking, and shopping has now been integrated directly into AI Mode.

What does change is that ChatGPT is becoming another surface where people find answers and where brands want to be mentioned, cited, or featured.

Think of it as: Google = search engine.

ChatGPT = answer engine.

Remember, Google still holds ~40% global search share to ChatGPT’s ~0.25% (read it and weep).

Not to mention, most discovery, shopping, and research still begins in traditional search.

Sounds like OpenAI is testing, testing, testing, and then plans to roll out to all users across all subscription tiers.

Okay, prediction time? What are we thinking the impact on SEO will be?

Oi! Simmer down GEO influencers.

Maybe a little dramatic, but how long till a ChatGPT Chrome extension is launched?

Right round the corner, I reckon.

The ad format is pretty humble, at least for the moment.

I believe this is still in somewhat of a “beta” mode.

It’s basically Netflix ads 2.0, but instead of having the option to buy your way out of it with a higher tier subscription plan, we’re all stuck eyeballing ads below the AI response.

What even is this? A recipe website? Or freakin’ YouTube?