Google AI Mode Cites Content Based on Structure, Not Page Position, Study Finds

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SEO agency SALT.agency published research on December 30, 2025, finding that Google AI Mode does not favor content simply because it appears near the top of a webpage. Analyzing 2,318 unique URLs across travel, e-commerce, and SaaS verticals, researchers recorded cited text fragments at average depths ranging from roughly 2,400 to 4,600 pixels, with some appearing beyond 60,000 pixels deep. Despite this wide variation, no consistent citation advantage was found for content positioned above the fold. The study identified a recurring pattern in cited passages: descriptive subheadings followed by clear, direct opening sentences, suggesting AI Mode uses fragment-based retrieval to locate relevant sections anywhere on a page. Researchers conclude that well-structured content addressing a reader's need directly is a more reliable factor for AI Mode visibility than page placement alone.

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