Google AI Mode - Search Engines are about to Change Forever

Google have just announced AI Mode at their Google I/O event. Here’s our thoughts on what we can expect from SEO in the new modern AI era of search engines. 

At Google I/O 2025, Google introduced AI Mode in Search — a major leap forward in how users interact with search. This is more than just a feature upgrade. It’s a reimagining of the search experience, blending conversational AI, real-time inputs, personalised context, and deep web analysis. It’s already rolling out in the U.S., and it’s going to change how people use Google — and how websites attract traffic.

So, what exactly is AI Mode, and how should SEO professionals and content creators prepare?

Google AI Mode is an end-to-end AI search experience designed for users who ask complex or multimodal questions. It goes far beyond the typical query-and-results format, using a technique called query fan-out — breaking a single search into sub-questions and exploring the web deeply and widely to find relevant, nuanced answers.

Instead of just typing a question, users can speak, use images, and interact with the results in real time. AI Mode also incorporates personal context, such as Gmail, Calendar, and previous searches, to provide more tailored results. And it includes agentic capabilities, meaning it can take actions on the user’s behalf, such as filling out forms or comparing prices to buy tickets. Google give a full breakdown of Search in AI mode on the Google Blog.

The SEO impact of this shift will be significant - 5 areas of impact

1. Firstly, organic visibility may depend less on traditional rankings and more on whether your content is cited or used in AI-generated responses. This means structured, high-authority content that answers specific questions clearly will likely be favoured by AI responses. Being cited in AI Overviews or AI Mode answers could become as important as ranking #1.
2. Click-through rates might drop in categories where AI responses fully satisfy user intent. If someone gets a complete answer in the overview, they may not click through at all. This is especially true for fact-based, definition-style, or comparison content.
3. Websites that provide unique, expert-level, or in-depth content can benefit from increased visibility, especially when AI Mode performs more comprehensive searches. Pages that contain well-researched, trustworthy information, with citations and comprehensive coverage, are more likely to be included in Deep Search reports or recommended in agentic workflows.
4. Intent-focused content strategies will be more important than ever. AI Mode is designed to understand complex user intent and multi-step tasks. Pages that map closely to these intent types — for example, guides, tools, templates, product comparisons, and expert insights — may be favoured.
5. Finally, structured data and schema markup could become even more important. AI systems rely heavily on well-structured signals to understand and summarise content accurately. This includes schema.org markup for products, events, how-to guides, FAQs, and other content types.

What can we do to optimise for Google AI Mode?

Keep creating authoritative content. Make your pages genuinely helpful. Use schema markup where applicable. Avoid thin content and focus on areas where your site offers real value or expertise. Pay attention to AI-generated answers in your niche to understand how Google is interpreting and summarising content. And stay flexible — the landscape is shifting fast, and early adaptation will be key to maintaining visibility and traffic.

AI Mode is the future of Google Search, and while it poses challenges for SEO, it also creates opportunities. Sites that adapt by focusing on user-first content, technical clarity, and unique expertise can still thrive in this new era of AI-powered discovery. Your SEO agency should be in touch with you regarding this update. 

Contact us today if you're unsure how to handle Google AI Mode.

Image- Thanks to ChatGPT.