Google is rolling out its new AI Mode (Search Generative Experience, or SGE) nationwide, and what we’re seeing is a seismic shift in how search results are served, and how we need to market for them. 

AI Mode is synthesizing multiple sub-searches and delivers AI-generated answers alongside a sidebar of links. As more users rely on conversational search, this makes it likely that AI Mode will slowly but surely take over traditional SERPs.

What’s Happening?

Google’s AI Mode is reshaping how users interact with search results, and it’s not just an experiment anymore, it’s already live, with millions of people already engaging with it. 

A recent study shows that AI Mode is generating responses with massive variability across sessions, with only 9.2% of results remaining the same after three queries. AI Mode pulls from several different sources to answer complex queries, often displaying completely new domains and URLs each time you perform the same search, making results far more dynamic and unpredictable.

This shift in search behavior means the traditional, static nature of search results is changing, and with it comes a significant shift in how we need to approach SEO. AI Mode brings Google’s generative AI into the fold, creating new opportunities, and challenges, based on how results are processed and presented.

Here’s a breakdown of what’s happening and why it matters:

• Google AI Mode is designed to provide dynamic, contextual answers: It’s leveraging AI to answer complex queries by pulling together information from different sources, showing a more fluid and comprehensive answer than the traditional search results page.
  
• More variability across sessions: A study found that over 90% of results are different between sessions, meaning what showed up last time may not appear the next. This dynamic nature requires you to adapt your approach as results can change frequently.
  
• Different domain patterns: With AI Mode, only around 14% of top URLs overlap with traditional organic results, showing that AI prioritizes new and relevant sources like Reddit, Wikipedia, and other highly authoritative domains.

This dynamic search process introduces an unpredictable element that will shift how SEO professionals approach Google’s search. As Google’s AI continues to evolve, expect the search results to become even more fluid, emphasizing the need for better optimization practices.

Why It Matters

The implications of this new AI-driven search model are significant. Search results are no longer static, and your content might be overlooked one moment and highlighted the next. For brands, this introduces uncertainty about where and when your content will appear in search results.

Here’s what this means for your brand:

• Traffic distribution will become less predictable: Since Google is showing results dynamically based on AI interpretation, your website might not show up every time for a query, and visibility may shift unexpectedly.
  
• Higher competition for clicks: As Google’s AI aggregates data from a variety of sources, there’s increased competition for prominence, particularly in niche spaces where content relevance and trust play a huge role.
  
• Need for semantic and structured content: The new AI search engine values structured and clear content over vague, poorly formatted information. To stay relevant, you’ll need to focus on making your content easy for AI to understand and categorize.
  

By understanding how AI Mode impacts search visibility, your strategy should adapt accordingly to stay ahead of the curve and maintain strong presence in relevant search queries.

How It Affects You

AI Mode is already impacting the search landscape. Here’s what you can expect:

• Increased unpredictability in rankings: Since AI Mode can deliver different results on each query, you won’t be able to rely solely on keyword ranking to measure success. You’ll need to start considering other metrics, like engagement and site authority.
  
• SEO tactics need to be redefined: The traditional methods of keyword targeting, backlink building, and on-page optimization might not be as effective in this new landscape. AI Mode requires a more nuanced approach that goes beyond optimizing for specific keywords.
  
• Changes to content strategy: Your content needs to be structured in a way that’s easy for AI to parse and cite. This might mean a shift toward long-tail keyword targeting, structured data, and content that answers specific queries clearly and concisely.

By staying flexible in how you track and adjust your content, your brand will be better positioned to succeed in this dynamic search environment.

What You Should Do Next

To adapt to AI Mode and ensure your brand is still visible and competitive, here’s what you can do:

• Create clustered content that answers a range of queries: Since AI Mode tends to break down questions into mini-searches, you’ll want to make sure your content covers multiple angles of a single query to increase your chances of being included in AI Mode responses.
  
• Focus on semantic SEO: Start thinking about how Google AI understands and categorizes your content. Using structured data and making your content clear and digestible for AI will increase your chances of being highlighted.
  
• Focus on authoritative and trusted domains: Google’s AI prioritizes results from trusted sources. To compete, you’ll need to build domain authority by earning quality backlinks and ensuring your content is featured on authoritative websites.
  
• Test new content formats and strategies: Don’t rely on the same old strategies. Experiment with new formats like blogs, FAQ pages, and guides that directly answer questions. Keep refining your strategy based on how AI Mode impacts your performance.
  

AI Mode is here, and it’s transforming how people interact with Google search. Your SEO strategy will need to evolve to keep pace with this dynamic new environment. If you’re ready to get ahead of the curve and ensure your brand remains visible in this new search landscape, let’s talk. Schedule a call with us today, and we’ll help you develop a strategy that thrives in the world of AI-driven search.