New study shows page placement irrelevant for answers in AI Mode

Luke Meredith

A new study suggests that Google’s AI Mode doesn’t give any special treatment to content placed at the top of a webpage, challenging a long-held belief in the SEO (search engine optimisation) world.

Researchers at SALT.agency examined more than 2,300 URLs that Google cited in AI Mode responses and found that the tool pulls information from anywhere on a page, even sections buried thousands of pixels down.

The study discovered no link between where text is found on a page and whether Google chooses it for a citation. In some industries, the average citation depth reached around 4,600 pixels, far beyond what would normally be considered “above the fold”. Travel pages averaged about 2,400 pixels, but the pattern was the same: placement didn’t predict visibility in AI Mode.

Page layout also didn’t give any clear advantage. Large hero images, long introductions or more complex designs pushed content further down, but this didn’t make Google more or less likely to cite it. Simpler layouts brought text higher on the page, yet they didn’t earn more citations either. According to the study, the only consistent behaviour was that Google often selected a subheading plus the sentence immediately after it, suggesting that clear structure still matters.

SALT.agency believes this pattern reflects Google’s long standing fragment indexing system, which breaks pages into sections and retrieves whichever part seems most relevant, regardless of where it sits. Dan Taylor, a partner at the agency, said the findings show there’s no special template that boosts visibility in AI Mode. Instead, he argued that the best strategy is the same one that has worked in many years gone by: create well structured, trustworthy content that answers users’ needs. He added that the data debunks the idea that placement on the page affects citation likelihood.

The research challenges the growing trend of trying to design AI (artificial intelligence) optimised page layouts. According to the study, focusing too much on structure tricks could distract from producing content that actually helps readers.

This news will likely cause encouragement to people hoping to achieve great results online from GEO (generative engine optimisation). At Engage Web, our SEO services include optimising for AI search – so, if you’re interested driving more traffic to your website, reach out to our team today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

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