Are Google’s AI Journey Outcomes Uncovering Extra Hidden Gems? [Data Study]

Google’s AI-generated outcomes reshape how individuals search, and Google has stated that web sites ought to count on site visitors fluctuations and that prior success in natural Search doesn’t assure future success within the new ecosystem.

It is a huge declare, and it’s been debated whether or not “Hidden Gems” are getting extra visibility in trendy Search and I’m doing my greatest to work by way of as a lot information as doable to determine if the claims from Google above have substance.

Google’s Hidden Gems initiative is its effort to focus on real, first‑hand content material from smaller corners of the online.

It was first revealed in Could 2023 and absolutely built-in into the core algorithm later that yr, with official acknowledgment in mid-November 2023.

It targets posts with first-hand data, private insights, and distinctive experiences normally discovered on boards, blogs, social platforms, and area of interest websites.

Fairly than favoring solely high-authority domains, it now surfaces these ignored “gems” as a result of they provide real and sensible views from creators and types, not powered by the normal search engine marketing metrics and large model budgets.

Hidden Gems has the target of:

Bettering how we (Google) rank leads to Search total, with a higher give attention to content material with distinctive experience and expertise.

This brings me to the journey sector and the notion of Hidden Gems.

It has been a long-held perception within the journey sector that Google favors greater journey manufacturers. After I labored in regional businesses that had journey purchasers, this was nearly a celebration line when pitching SME and challenger journey web sites.

Now search is evolving, and we’re seeing increasingly Search options both powered by or straight interfacing with AI, is that this now a possibility for challenger journey manufacturers to realize additional visibility inside Google’s Search ecosystem?

Methodology

To analyze, we analyzed a dataset of 5,824 URLs surfaced in Google’s AI-generated outcomes for travel-related queries.

As a part of the methodology, we additionally reviewed conventional search engine marketing metrics reminiscent of estimated web site site visitors, area ranking, and complete variety of area key phrases to validate a qualitative evaluation of whether or not a web site capabilities as a robust journey model or a challenger model.

Every URL was manually reviewed and tagged based mostly on whether or not Google recognized it as a Hidden Gem. We in contrast their visibility, area authority, and the way typically they appeared in AI outcomes.

Amount Vs. Frequency

The dataset revealed a nuanced dynamic: Whereas Hidden Gems had been extra various, they weren’t extra dominant.

From the 5,824 cited URLs, we recognized 1,371 distinctive domains. We categorised 590 of those as Hidden Gem domains in comparison with 781 established domains.

Nevertheless, these 781 established domains appeared 4,576 occasions in complete, a a lot increased return fee than the 1,248 complete appearances of the Hidden Gems.

This means that whereas AI mode is surfacing all kinds of lesser-known sources, it nonetheless leans closely on established manufacturers for repeated visibility.

As you’d count on, domains we recognized as not being “Hidden Gems” had a higher weighting of upper DR than not.

Picture from creator, August 2025

Against this, the domains we recognized as being Hidden Gems weren’t weighted in the other way, however as a substitute far more evenly unfold out.

Picture from creator, August 2025

In different phrases, Google is sampling broadly from the lengthy tail however serving continuously from the top of the distribution.

Authority Nonetheless Has A Function

Whereas conventional search engine marketing has lengthy positioned emphasis on authority metrics like Area Score (DR) or Area Authority (DA), our evaluation exhibits that their affect could also be diminishing within the context of AI-led search.

This shift aligns with broader developments we’ve noticed in Google’s evolving rating techniques.

As a substitute of relying closely on link-based authority, AI Overviews and comparable experiences seem to prioritize content material that demonstrates depth, originality, and robust alignment with person intent.

Authority hasn’t disappeared, nevertheless it’s been repositioned. Fairly than performing as a gatekeeper for visibility, it’s now one in every of many elements, typically taking a again seat to how effectively a chunk of content material anticipates and satisfies the person’s informational wants within the second.

What This Means For Journey Manufacturers

Hidden Gems are displaying up in Google’s AI outcomes, however they’re not displacing the giants. They’re showing alongside them, providing extra selection however much less dominance.

For challenger manufacturers, this represents each a possibility and a problem.

First-Hand Content material Beneficial properties Floor

The chance is obvious: Content material that’s particular, real, and helpful is getting observed, even from smaller or lesser-known websites.

AI-powered outcomes appear to be extra prepared to incorporate pages that ship sensible insights, first-hand expertise, and area of interest relevance, even when they lack the normal indicators of authority.

This creates new openings for manufacturers that beforehand struggled to compete on backlinks or model energy alone.

Repetition And Recall Nonetheless Matter

However the problem is equally clear in that visibility just isn’t evenly distributed.

Whereas Google could pattern from a broader vary of sources, the repetition and prominence nonetheless favor the dominant journey manufacturers.

These manufacturers seem extra continuously, profit from higher model recall, and usually tend to be clicked just because they’re acquainted.

So for newer or challenger manufacturers, the query turns into: How do you flip presence into desire?

The place Ought to I Be Focusing?

Consistency Of Presence

It begins with consistency. One or two appearances in AI Overviews received’t transfer the needle.

Journey manufacturers want to consider sustained visibility, displaying up throughout a spread of subjects, codecs, and moments within the person journey.

Meaning constructing out content material that doesn’t simply reply frequent queries however anticipates nuanced wants, conjures up curiosity, and gives distinctive, first-hand perception.

Readability Of Voice

Subsequent comes readability of voice. AI techniques are more and more delicate to content material that indicators credibility, expertise, and originality.

Manufacturers that discover and articulate a transparent editorial voice, whether or not that’s luxurious journey with an area twist, sluggish journey for sustainability, or journey itineraries from individuals who’ve truly been there, usually tend to stand out.

Intent Understanding

Lastly, there’s an intent understanding. Challenger manufacturers should shift from pondering in key phrases to pondering in moments.

What’s the person making an attempt to think about, plan, remedy, or really feel at this level of their journey? How can your content material communicate on to that?

A New Definition Of Authority

The journey giants nonetheless have scale on their aspect, however challenger manufacturers now have a greater probability to earn visibility by way of authenticity and depth. That’s a special form of authority, one rooted in relevance and resonance.

For journey SEOs prepared to rethink what authority means, and for manufacturers able to put money into significant, user-first content material, AI-powered search is now not only a risk. It’s an invite.

To not play the identical recreation the giants are enjoying, however to play a special one, and win in several methods.

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