Google’s New ‘AI Mode’ Has Officially Arrived

We can’t say we weren’t warned.

After being officially unveiled in March of this year, Google’s new ‘AI Mode’ was released as part of an experimental rollout on their Search Labs platform. Just a few months later, users in the U.S are waking up to a drastically different Google search, at least in terms of capability.

This isn’t the first AI-driven shake up we’ve seen in Google’s search engine, only last year we were all introduced the ‘AI Overviews’ feature, which was embedded within traditional search results (above organic listings) and provides AI generated summaries of web results based on a users search query.

In the world of SEO, AI Overviews have seen a relatively mixed reception. While many argue that this feature has pushed organic listings even further down the SERPs, eating up valuable real estate and in turn affecting both click-through rates and traffic.

For many websites, it has also served as a kind of queue jump, presenting opportunities for increased visibility by being cited in the AI Overview for keywords and search queries that they may otherwise have ranked lower for organically.

So, if AI Overview was simply for starters, AI Mode could well be the main course in Google’s feast of AI innovation.

What is Google’s AI Mode?

AI Mode is Google’s groundbreaking new take on search, designed to completely transform how you find and interact with information.

By combining the power of artificial intelligence with Google’s already extensive search capabilities, AI Mode delivers results that are more personalised, detailed and tailored to your unique needs.

With AI Mode, you can ask complex, multi-part questions and receive AI crafted, in depth answers that go beyond surface-level information. Whether you’re researching a topic in detail or seeking advice, AI Mode’s conversational approach provides responses that feel natural and comprehensive. 

Featuring a new Deep Search feature, AI Mode breaks your queries into subtopics, offering expansive insights that are detailed yet organised, with each answer supported by reliable citations, giving you the confidence to trust the information you’re receiving.

Not only is AI Mode promising to deliver information tailored to each user in real-time, it also boasts an impressive assistant/agent tool that automates tasks such as booking flights, making reservations or even finding events, as well as an interactive shopping experience complete with virtual try-ons, all without leaving the SERP!

How to Enable Google AI Search

AI Mode is still in its infancy at this point, and is only available to users in the US. Currently, the feature is already integrated with no activation needed, US users can simply open Google.com or their Google Search app and the AI Mode tab will be located right below the search bar.

For users outside of the US, Google has already announced plans to roll it out globally in the near future, but if you’re itching to experience AI Mode for yourself, utilising a VPN set to the US should allow you to use it.

This is the same way that users were able to test AI Overviews before they were officially available in their country. 

What Does AI Mode Mean for SEO?

As with almost any new innovation in AI, Digital Marketers need to adapt on a moment’s notice, and AI Mode could be the complete game changer we’ve all been waiting for.

As the search engines become smarter, so too should your SEO strategy. As AI is unlocking deeper insights into user intent, it pushes content creators to craft more personalised and impactful content.

Keywords that worked under traditional search settings might no longer suffice. AI Mode interprets intent more intricately, requiring content to address detailed, multi-part questions. This makes understanding the “why” behind searches more critical than simply targeting broad terms.

Expert Tip: Incorporate long tail keywords and contextual phrases into your content to align with AI-based searches.

Clickthrough Rates and Traffic Patterns

AI Mode’s ability to provide rich, comprehensive answers directly on the search page means fewer clicks for basic queries. However, it’s not all doom and gloom for your website, this is your chance to optimise for more complex, nuanced questions.

Essentially, this places even more emphasis on E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) as AI Mode prioritises content that showcases deep expertise and credibility.

How to Adapt Your Content for AI Mode

While the full impact of AI Mode is relatively unknown, at least until we have global rollout, one thing is abundantly clear, and it’s that your content strategy needs to be updated or you risk being left behind.

This doesn’t only mean creating user-centric content that answers complex, nuanced questions within your niche. It also means now might be the time to begin embracing the idea of multi-channel content for your business.

AI-driven search prioritises tailored, high quality content that meets users where they are, across multiple platforms. By leveraging various channels such as social media, email marketing, blogs, podcasts and video platforms, businesses can amplify their reach and establish a cohesive brand presence.

More importantly, AI algorithms analyse data across these channels to understand user behaviour and preferences better. This means that delivering consistent and relevant content everywhere your audience consumes information increases the likelihood of your content being surfaced by AI systems.

Preparing for the Future of Search

At Extramile Digital, we constantly have our ear to the ground when it comes to all things digital marketing, it’s this up-to the minute know-how that enables us to adopt future-proof strategies across all of our SEO, PPC and Social Media services.

Our dynamic approach means that you can ensure that your website is positioned to succeed even while the digital landscape is constantly evolving.