It’s here.
You may soon see a new tab in the search bar that says “AI Mode.”
Users can switch between traditional search results and AI-generated summaries, ask follow-up questions, and dive into deeper subtopics all on one page, similar to ChatGPT. Which means, AI mode looks very different from what we are used to seeing on Google search.
Liz Reid, head of Search at Google, said this is the future of Google Search, so be prepared for big changes if and when this sticks. According to Search Round Table, successful features from this test are anticipated to migrate to the main search page and AI overviews.
What is Google AI Mode?
AI Mode is part of Google’s broader AI strategy to create a more conversational, immersive search experience. Instead of just returning 10 blue links, Google now offers AI-generated summaries, follow-up prompts, and sidebars that help users explore a topic more deeply without leaving the results page.
In other words, AI Mode is built for clickless search—when users get what they need without ever clicking a website.
And it’s catching on. In 2024, nearly 60% of Google searches ended without a click. That doesn’t mean SEO is dead. But it does mean our approach needs to evolve.
How to Show Up in AI Search
According to Google, nothing new is required at this time. They state in Google Search Central documentation that, “The best practices for SEO remain relevant for AI features in Google Search (such as AI Overviews and AI Mode). There are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary.”
This is great, but if you’re relying solely on keyword rankings and organic clicks to measure success, you might be missing the bigger picture. AI Mode is still built on quality, relevance, authority, and helpfulness—but it’s finding and relaying information differently.
Although traditional holistic SEO rules still apply, it’s important to understand the changes that may come with AI Mode. So, what do we do about this? If we begin to see less clicks, will this result in less business? Not necessarily.
How to Continue to Thrive with Organic Lead Generation
Use a Multimodel Approach
Your content strategy shouldn’t just live in blog posts. AI pulls from text, video, podcast transcripts, interviews, and more. The more formats you show up in, the more touchpoints Google (and your potential audience) can find you in.
As SEO expert Lily Ray puts it in a recent interview, “How are you echoing your message across podcasts, videos, interviews, or conference presentations? Because the reality is, these tools can digest information from so many different types of content that I think multimodal and cross-platform content creation is essential.”
Keep Content Conversational
AI-generated summaries and featured snippets are built to mimic natural conversation. If your content is robotic, bloated, or unclear, it won’t get pulled into those summaries. Write for people, not just search engines.
Use Structured Data
Schema markup helps AI understand your content better—especially for things like FAQs, how-tos, products, events, and recipes. Structured data can increase your visibility in both traditional and AI search.
Focus on Brand Awareness and Mentions
Even if users don’t click, Google is paying attention to brand presence. Off-page SEO like social media, podcasts, backlink building, and digital PR can influence whether your brand is mentioned in AI Overviews or summaries.
Keep an Eye on Google Discover
Google Discover is a personalized feed within the Google app and mobile Chrome browser that delivers articles, videos, and other content that is uniquely tailored to a user’s interests. If AI Mode represents the future of query-based search, Google Discover is the future of feed-based search. Create helpful, engaging content with eye-catching visuals and strong E-E-A-T to get featured there.
Hire an SEO Consultant or Team
If you’re doing SEO on your own, it might be time to hire a professional who is on top of search engine optimization changes and updates your strategy and reporting regularly.
Google is changing every day. That means you need to have an adaptable strategy and an integrated marketing approach when it comes to SEO and lead generation. It pays to have experts in your corner who are monitoring trends and adapting in real time.
Google Ads in AI Mode
Google has confirmed that ads will show up in AI Mode. That’s no surprise—over 80% of Google’s revenue comes from advertising as of 2024.
We are not sure exactly what this experience will look like yet, but ads strategies will also be impacted and shifting. If you’re running Google Ads, make sure your creative aligns with the new layout and AI summaries. Expect shifts in how users interact with your ads—and monitor performance closely as these changes roll out. Specifically, consider your bidding strategies and monitor conversion rates closely if clicks decline.
Tracking Traffic in AI Mode
Currently, Google Search Central states in their documentation that “Just like the rest of the search results page, sites appearing in AI features (such as AI Overviews and AI Mode) are included in the overall search traffic in Search Console. In particular, they’re reported on in the Performance report, within the “Web” search type.”
Ok, I’m getting less clicks, but will clicks mean more? Yes. If users are spending longer reading summaries and only clicking when they’re truly interested, then the traffic you do get is warmer, more qualified, and likely to convert better.
So, track not just volume, but conversion rate and engagement.
AI Mode: Are You Ready as a Small Business?
Google’s AI Mode is a clear sign yet that search is evolving fast. But you don’t need to overhaul your entire strategy overnight.
The fundamentals of SEO still matter. What’s changing is how and where your content is surfaced—and whether you’re building a brand ecosystem that AI can pull from.
If you’re not sure where to start, or your traffic has already started shifting, it might be time to get expert help. At Well Optimized, we help businesses stay ahead of algorithm changes and build sustainable lead generation strategies that don’t rely on chasing trends. Let’s chat about your SEO strategy on a free discovery call.
