Search is changing faster than ever before, and one of the biggest changes we’re seeing is the introduction of AI Mode, which is transforming the way we search and receive information online.
Unlike traditional search, where you’re presented with a list of ten blue links, AI Mode uses artificial intelligence to summarise answers directly in a separate results page. A study by Gartner suggests that by 2028, traditional search could lose up to 50% of its traffic to AI-driven responses.
In order for businesses to maintain visibility, even with the integration of AI Mode, SEO (Search Engine Optimisation) strategies need to be more sophisticated and versatile, so that they can encompass more search types. It’s no longer just about ranking in one type of search result – it’s now about making sure your business is visible across all search types.
What is AI Mode?
AI Mode is Google’s newest search feature that provides users with generative AI responses, offering a conversational search experience with easy-to-read summaries and highly specific information. AI mode provides the user with a tailored response, as well as linked websites, stating where it has sourced its information.
AI Mode was first introduced in the US in June 2025 and then in the UK in July 2025. Since then, it’s been expanded to more than 180 countries and territories, demonstrating the scale at which Google is transforming Search into a proactive, individualised AI system.
Offering a very different search experience from regular Google search, AI Mode is able to provide detailed answers to very specific and unique queries.
AI Mode vs Chat GPT
ChatGPT, one of AI Mode’s most profound competitors, uses a highly conversational chat style, allowing users to engage with it, almost as though they were speaking to a friend. ChatGPT’s answers are variable, allowing users to approach the same topic from different angles and achieve insight into different points of view.
Whilst ChatGPT uses a deep learning system so that information is accurate and up to date, it isn’t tied to real-time search, meaning that it does not use Google search rankings to determine its responses and recommendations.
For example, if you asked ChatGPT for the “best restaurants in Chichester”, it would provide a general list of popular recommendations based on its training data and updates. However, this data isn’t always pulled directly from recent Google rankings, meaning that it might miss newly opened restaurants or good/bad reviews.
Contrastingly, AI Mode does use live, up-to-date information, which is tied to and based on Google search results. This information is pulled directly from Google’s index, making it best for fast summaries, local recommendations (built up by local seo) and information from highly authoritative sources which are ranking highly in the SERPs.
How Does AI Mode Work?
AI mode uses Google’s custom Gemini 2.5 model and the Query Fan-Out Technique to generate comprehensive, relevant and conversational responses to highly specific queries.
Unlike regular Google search, which presents the user with 10 blue links in a sea of other Search Engine Results Page (SERP) features, AI Mode processes the query by simultaneously running many related sub-searches. It then compares, combines and integrates information from a range of trusted and authoritative sources to create a highly specific and cohesive answer to the user’s query.
Large Language Model (LLM) in AI Mode
In AI Mode, the Large Language Model (LLM) is the central engine that orchestrates the entire search process and allows it to deliver highly relevant and conversational answers.
The LLM first processes the language and the contextual information of the search, such as location and search history. It then uses the Query Fan-Out Technique to process a series of sub-queries that represent different aspects and implications of the original question.
This Query Fan-Out allows AI Mode to dig deeper into existing information and actively form learned responses from multiple sources, rather than just pulling a static snippet from one page.
For example, if a user searches for “best eco-friendly running shoes for beginners”, the LLM may break this into several smaller, related questions, such as:
- Which materials are considered eco-friendly?
- Which shoe brands specialise in sustainable products?
- What features make a running shoe beginner-friendly?
- What are the most highly reviewed sustainable running shoes right now?
Each of these sub-queries is processed at the same time, allowing AI Mode to gather a wide range of relevant information. It then analyses and combines the most useful answers to each of these questions and provides this to the user in a comprehensive, conversational way.
For businesses, this means the structure and quality of your content is more important than ever. If your pages don’t provide depth, context, and clear signals of expertise, the LLM won’t have a reason to include you in its comprehensive answers. This means that your business may become less visible as more people use AI Mode as their standard search method.
Dynamic vs. Static SERPs
One of the biggest changes we’re seeing with AI Mode is the shift from static search results to fully dynamic, interactive SERPs (Search Engine Results Pages). Instead of showing a fixed list of blue links (static SERPs), AI Mode adapts in real time, refining its answers based on the conversation and the user’s intent.
The dynamic SERPs that AI Mode uses allow it to provide information in more of a changeable, conversational way. As you change your query or ask for more in-depth information, AI Mode updates its results accordingly, giving the user a different selection of sources and information.
For SEO, this change means you need to think ahead and plan for the follow-up questions people are likely to ask. It’s no longer just about getting your page to rank once and hoping for clicks – your content has to mirror the conversation that a user is likely to have with AI Mode. This means that as the user asks more follow-up questions, AI Mode will keep coming back to your site as a trusted source to reference and link to.
How Does AI Mode Impact SEO and Content Strategy?
The biggest impact that AI Mode has on SEO and content strategy is that the goal is no longer just about ranking highly in the SERPs, it’s about creating content that gets cited as a trusted source within AI-generated responses.
As searches become more and more specific, content needs to mirror the depth of these queries and provide answers that are comprehensive and authoritative, in order to be featured and cited in AI responses.
Content strategies must move from optimising for keywords to optimising for longer search queries within a conversational, zero-click search experience.
Google is filtering non-specific, undetailed articles and blogs out. Short, generalised content won’t feature in AI Mode – content should be in-depth, highly specific, and clearly structured with H2s, H3s, and strong internal linking to help AI understand the context of the information within your site.
How to Tailor Keyword Research For AI Mode and ChatGPT
Keyword research has always been a key part of SEO, but as AI changes the way people search, our keyword research has to reflect this.
In AI Mode, users are no longer typing in brief queries with short, basic keywords; they’re now asking complex questions made up of long-tail keywords, and expecting equally in-depth responses. This change in search style means we need to go beyond simple keyword lists and focus on context, intent, and personas.
Focus on Questions, Comparisons, and Context
Searches are becoming far more specific and nuanced. Instead of targeting something broad like “running shoes,” you should be looking at the kinds of questions people are really asking, such as “best running shoes for flat feet” or “Nike vs Adidas running shoes.”
These more detailed, question-led queries are exactly the type of searches that AI Mode is designed to answer, and therefore, they are the type of queries that AI Mode will need to cite websites for.
Target Long-Tail, Persona-Driven Search Phrases
AI Mode works best with really specific searches, so the more closely your keywords match your audience’s search terms, the better. Marketers should think about their target audience through customer personas, discover their specific needs/pain points and then build content that is closely targeted at them.
For businesses, this means keyword research and content creation need to be much more targeted and intentional. The more precise your content is, the more likely AI Mode is to cite your website as a trusted source, which directly impacts visibility, traffic, and ultimately conversions.
Think about User Journeys Rather Than Just Keywords
Many AI Mode queries will be middle/bottom of the funnel queries, meaning that the user will likely already have some awareness of the topic/product that they’re researching. Marketers should keep this in mind and then structure their landing pages to convert these users.
It’s important to consider which questions the user will be asking at this stage of their journey, and then tailor the landing page accordingly. So, instead of just considering individual keywords in your content creation, you should consider how the user moves through their decision-making process.
Your site should have content that answers each stage of the user’s journey, guiding them smoothly from their initial research to making a conversion.
Actionable Strategies to Get Featured in AI Mode
In order to be featured and referenced within AI Mode responses, your content now needs to go beyond traditional SEO best practices.
Here are some practical strategies to help you get featured:
Optimise Content Depth, E-E-A-T and User Experience
Focus on creating highly informative, in-depth content that is genuinely useful for people, not just search engines. This means creating detailed guides, resources and various specific answers which demonstrate Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T).
User experience should also be taken into account and optimised for. If AI Mode links your website and a user clicks on it, the last thing you want is for them to land on a page that doesn’t load. A fast, user-friendly site is essential if you want to keep visitors engaged once they land on your page.
Images and videos should be used naturally within content, as these help to keep users engaged, and they also help Google to understand your content, giving you a better chance of getting featured in AI Mode.
2. Use Structured Data and Schema
Structured data, also known as schema markup, helps search engines understand your content better. By clearly labelling important details on your pages, you make it easier for Google to display your content in things like rich results or other enhanced search features. The more visible your pages are to Google, the more likely it is that AI Mode will link to your site as a credible source.
Some common types of schema worth adding include:
- FAQ schema – perfect for pages that answer common questions.
- How-To schema – great for step-by-step guides or tutorials.
- Local Business schema – ideal for showing key details about your business, like location and services.
Whilst adding schema won’t directly improve your rankings, it does make your content clearer and easier for Google to understand. This can increase your chances of being featured more prominently in AI Mode and help drive more clicks and traffic to your site.
3. Build Topic Clusters for Customer Personas
Topic clusters are one of the most effective ways to show Google that your website has expertise and authority on a particular subject.
Start by creating a pillar page around a broad topic that’s very central to your business, such as ‘Ecommerce SEO’. Then, build supporting pages and blog posts that cover highly specific, related topics in detail, such as ‘What is Ecommerce SEO’ or ‘What is a Comparison Shopping Service (CSS)?’.
Each of these pages should link together naturally, making it easy for both users and Google’s AI to understand the full picture of your expertise. This kind of structure is really important for AI Mode because it shows the LLM that your site is credible with genuine expertise, giving you a better chance of being cited in its answers.
4. Brand Mentions, Links and Digital PR
Brand mentions and backlinks are going to be particularly important in the AI search era. AI Mode pulls answers from trusted, well-referenced sources, so if other sites are mentioning your brand or linking to you, it massively improves your chances of being cited.
Digital PR also plays a big role here, as it’s about building relationships with relevant blogs and other sites with high domain trust. It’s also important to keep your brand active and visible across different channels, including social media, to help maintain your visibility.
The more your brand is talked about online, the more authority it builds. If people are mentioning your business on social platforms and reputable websites, Google’s LLM is much more likely to recognise you as a credible source, which can directly impact whether your content appears in AI Mode answers.
Limitations and Challenges of AI Mode
As amazing as AI Mode is for user experience, it does have its limitations for businesses when it comes to maintaining visibility and driving traffic to a website.
A Rise in Zero-Click Searches
We are seeing a rise in zero-click searches due to users being presented with the information they’re looking for from AI, without even having to click onto a website. According to a study by Search Engine Land, zero-click searches increased from 23.6% to 26.10% between March 2024 and March 2025.
This figure is likely to steadily increase with the rise in AI search tools, meaning that businesses may start to notice a drop in traffic to their websites and a decreased Click-Through Rate (CTR).
Whilst this drop in traffic could seem alarming at first, it’s important to remember that this drop in traffic will be primarily for informational searches, e.g. blog pages and other articles. If you’re advertising a product or a service, users will still have to click through to your site to be able to search through all of your products or discover all details of your services.
While AI Mode can provide summaries and even surface product suggestions, there’s still a limit to how deep a user can go without clicking through to a website. For example, if someone wants to explore a full product range, compare pricing, or understand a complex service, they’ll quickly hit a wall with AI Mode. Clicking onto your site is often faster and easier than repeatedly refining AI queries, which is why high-quality landing pages and maintaining a strong SEO strategy are essential.
Measuring Success is Harder
One of the biggest challenges with AI Mode is that it’s very difficult to track how well it’s working for your business. Traditional measuring tools like Google Analytics and Search Console focus on clicks and impressions from SERPs. However, because AI Mode often gives users the information they need without them clicking through to a website, it leaves a big gap in reporting.
Some keyword tracking tools do allow you to monitor positions for keywords within AI Overviews. However, there are limited tools which allow you to track AI driven website clicks and impressions to the same degree as with regular Google search metrics.
This means SEO experts have to piece things together using a combination of traditional monitoring tools, AI positioning tools, trends in click-through rates, and referral traffic to get an idea of how visible they are in AI Mode.
While this uncertainty in measurement can be frustrating, it just shows why SEO is more important than ever. The stronger your SEO strategy, the more chance you have of being mentioned in AI answers in the first place. Even if someone doesn’t click through to your site straight away, seeing your brand pop up regularly builds trust and keeps you front of mind for when they are ready to convert.
The Final Say
AI Mode and other AI-related search features are changing the way people look for information online, but they’re not replacing traditional search; they’re just adding another layer on top of it. Google still needs to find, understand, and rank websites before it can feature them in AI-generated answers. This is why great SEO is just as important as ever (if not more so).
For more information about AI Mode or for SEO enquiries, contact our friendly team today – we’d love to chat!
