This blog explores how Google AI Mode is changing SEO, and it includes several technical terms and concepts related to AI search, website optimisation, and Google’s evolving algorithms.
If you are not familiar with terms like multi-modal, schema markup, or query fan-out, don’t worry, we have created a jargon-free explanation of each at the bottom of this blog, complete with links to trustworthy resources for further reading.
Google has launched its latest search innovation, Google AI Mode, in the UK on July 28, 2025, expanding on earlier rollouts in the US and India (Google Search: Introducing AI Mode in the UK).
Powered by Gemini 2.5, Google AI Mode transforms search into a conversational, exploratory experience built to handle multi-part, natural language queries.
This transformation is not just cosmetic. It marks a profound structural change in how content is discovered, ranked and found online. Instead of being a gateway to answers, Google now aims to become the answer itself.
Instead of traditional blue links, UK users now get synthesised responses, contextual follow-ups, image and voice support, and embedded actions like reservations.
This shift marks one of the most significant upgrades to Google Search in years.
What is Google AI Mode?
Google AI Mode is a conversational interface within Google Search, powered by Gemini 2.5, Google’s most advanced large language model (LLM).
It uses a method called query fan-out, where multiple related sub-queries are launched simultaneously to return a single combined response. It understands natural language, retains conversation context, and allows follow-up questions without the user needing to rephrase their original query.
Multi-modal capabilities mean users can search using text, images or voice, and Google returns results across those formats.
Key features of Google AI Mode include:
- Hands-free audio summaries
- Booking actions within search results
- Custom graphs and visuals (especially in finance and SaaS sectors)
To better understand how multi-modal input works and how it supports AI-driven search results, see the detailed guide here.
Query fan-out and follow-ups
Google AI Mode breaks user queries into sub-questions (“fan-out”), runs them simultaneously and synthesises answers using Gemini 2.5, Google’s most advanced large language model (LLM). It also retains conversational context so users can ask follow-up questions naturally, without needing to repeat themselves.
Multi-modal inputs and results
Multi-modal means users can input queries via text, voice or image, and receive answers in varied formats, like lists, carousels, or embedded maps, depending on the question.
AI-powered actions
Google AI Mode can now perform tasks directly from search, like booking transport, contacting businesses, or making reservations. This means users can go from query to action without needing multiple steps.
Ad integration
Ads are already showing within AI Mode on desktop search results, and Google plans a full rollout to mobile devices later this year.
Early adoption insights
In the US and India, AI Mode accounts for about 1.25% of total search sessions, with average session lengths increasing by 38%. Over 80 million users have interacted with AI Mode so far, and Google intends to expand the feature to support more than 20 languages by the end of 2025.
Why AI Mode matters for SEO
Google AI Mode changes how content is seen, selected, and interacted with. For marketing, this means a significant shift in how SEO is approached.
Click-through rates are dropping
With Google AI Mode answering many questions directly on the search page, people often don’t need to click on a link. These are called zero-click searches. According to Similarweb, the percentage of searches resulting in no clicks has grown significantly.
The Pew Research Centre found that when an AI-generated answer is shown, users click on external links only 1 in every 100 searches.
Even top-ranking sites have reported big traffic losses. For example, the BBC reports that the Daily Mail claims up to a 50% drop in both mobile and desktop search traffic due to AI Mode.
SEO evolution is underway
AI Mode Google prioritises clear, accurate, well-structured content over traditional keyword-stuffed pages. It draws from reputable sources, meaning that your content needs to offer expertise, clarity, and real-world value to be selected for citation.
Instead of only focusing on ranking, brands must now aim to be quoted or referenced directly by AI.
Mid-funnel and commercial pages gain priority
Top-of-funnel searches are general questions such as “What is SEO?” or “How do I build a website?” These questions are now frequently answered by AI summaries, leaving users with no need to click through. Therefore, if you have been targeting these top-of-funnel search terms with your SEO strategy, you will likely be seeing a big dip in your clicks and website traffic.
What is now more valuable from a user and search perspective are ‘mid-funnel’ content and transactional pages, such as product comparisons, pricing guides, and service pages, where users are still likely to click through. Shifting focus to these areas can protect your traffic and support business growth.
Visibility trumps ranking
Even if your site ranks on page one, it may not be included in AI summaries. That is why visibility, being the source that AI cites, is the new gold standard.
Research from Semrush shows that users who come from AI-assisted search convert 4.4 times better than traditional organic visitors.
What UK brands need to do now
Here’s a practical guide to adapting your SEO for AI-powered response.
1. Update measurement approaches
Currently, Google Search Console does not isolate AI Mode Google data. But you can filter your reports to show longer, conversational search queries (over 10 words), which are a good proxy for AI-driven behaviour.
2. Build multi-modal assets
Make sure your content supports voice, image and text search. This includes adding alt text to images (a short description of what the image shows), using video transcripts, and applying schema markup, a type of code that helps Google understand your content.
3. Focus on the content for citation
These techniques will help AI select your content for their combined summary answers:
- Use bullet points, clear headings, and short paragraphs.
- Provide direct answers to common questions.
- Cite sources and include statistics.
4. Prioritise commercial and comparison content
Build content for pages that target buying intent: “best CRM tools for small business”, “conservatory costs UK”, or “marketing agency Sussex comparison”. These pages are less likely to be fully answered by the AI search feature alone, meaning users will still click through.
5. Boost brand footprint
Mentions on reputable websites, local directories, and news coverage all help your brand appear in more AI citations. Strengthen your structured data and submit press releases where appropriate.
6. Experiment with AI-powered ads
Google has started showing Performance Max and early AI-specific ad formats in AI Mode. Begin testing now to learn what performs best.
Strategic checklist: Are you AI Mode ready?
Action | Why it matters |
Optimise for long-form, conversational search | AI Mode responds best to complex, natural queries |
Include structured, referenced content | Makes your info more likely to be cited |
Prioritise higher-quality multi-modal assets | Supports text, voice and image results |
Build more mid-funnel and transactional pages | These are still earning valuable clicks |
Expand brand visibility across channels | Improves chances of being sourced by AI |
Set bespoke metrics aligned to citations and visibility | Adjusts for lack of click-based data |
What to expect in the UK
- AI Mode Google will continue rolling out across UK users, with increasing prominence.
- Click-through rates for general queries will decline as more answers are delivered directly in search and AI overviews.
- Traditional rank tracking becomes less meaningful; visibility and citation now matter more.
- Expect volatility! The same query can generate different responses even within a few hours, depending on the AI sources used and their level of confidence.
Why Growth by Design is optimised for the AI era SEO
At Growth by Design, we write the kind of content AI Mode looks for. Our blogs, website pages and other forms of content are always:
- Clear and jargon-free (hopefully you can tell from this blog!)
- Structured with bullet points and headings
- Focused on user value
- Supported by examples and facts.
We build content and strategies that:
- Align with how AI Mode chooses content and delivers AI-generated responses
- Prioritise real user intent
- Demonstrate clear value
- Adapt early to changes in Google’s algorithm.
Our blogs, websites and SEO strategies are structured for both human readers and machine understanding, designed to be seen, summarised, and clicked.
We’ve built our style around best-practice content creation, and that is now aligned with how Google’s AI Mode selects, cites and serves information.
Next steps
- Audit your existing blogs and service pages for structure, clarity and citation readiness.
- Build out mid-funnel content like product guides, FAQs and price comparisons.
- Optimise images, schema and alt text to support multi-modal search.
- Watch for complex multi-part questions in Search Console that may signal early AI Mode activity.
Final thoughts…
Google AI Mode is a signpost pointing to how all of search is evolving.
Your job now is to make sure your business doesn’t just rank, but gets seen in multiple searches, cited and selected.
At Growth by Design, we help businesses adapt early to algorithm changes like this. We don’t chase trends, we build strategies with clarity, focused on results, and with innovative thinking.
If you want to stay ahead of the curve, we are here to help. Let’s talk about how your marketing can thrive in this new search era!
AI Mode is reshaping how users find, absorb, and act on information. The businesses that thrive will be those that adapt early and build for both human and AI consumption.
That means clarity over clutter, relevance over reach, and authority over assumptions.
If you want to prepare your digital marketing strategy for the future of AI-powered search, we are ready when you are.
Talk to us
Whether your traffic has dipped unexpectedly or you are unsure how Google’s AI Mode is impacting your visibility, we’re here to help make sense of it all.
Book a complimentary 90-minute Marketing or Website Review with one of our expert team members and discover where your most significant opportunities lie in this new search landscape.
If your content isn’t being picked up by AI or you’re struggling to stay visible in a zero-click world, this session will give you clear answers and an actionable plan.
You’ll walk away with:
- A clear understanding of how AI Mode and the latest search changes are affecting your business.
- Practical, tailored recommendations to improve your visibility, authority, and lead generation.
- Strategic insights into your content structure, technical setup, and overall marketing performance.
There is no catch, just honest advice from a team that’s helped hundreds of businesses adapt, grow, and stay one step ahead of search trends.
Call us on 01444 810530 or book straight into our diary: https://calendly.com/henrylaker
Let’s make sure your marketing is aligned with how search works today, so your website works as hard as you do.
FAQs: Google AI Mode and What It Means for Your SEO
- What exactly is Google AI Mode, and how does it change traditional search?
Google AI Mode replaces the usual list of blue links with conversational, AI-generated summaries. It uses Gemini 2.5 to understand your question, break it into sub-queries (called query fan-out), and return a detailed, synthesised answer that includes context, follow-ups, and even actions like bookings. - How does AI Mode affect how people click on search results?
Click-through rates are dropping significantly. Many users now get their answers directly from AI Mode’s summaries without visiting a website, which is why it’s called a “zero-click” search. This makes visibility in the AI response more critical than traditional page-one rankings. - Is my website traffic likely to drop because of AI Mode?
If your content isn’t structured to be cited by AI, then yes. Many publishers are already reporting 30–60% traffic drops. AI Mode answers questions directly, so content needs to be concise, authoritative, and structured to remain visible. - How can I check if AI Mode is affecting my website?
Although Google Search Console doesn’t separate AI Mode data, you can look for longer, conversational search queries appearing more frequently. These are often triggered by AI Mode usage. Over time, they will help you monitor shifts in behaviour. - What kind of content does AI Mode pull from and show in its answers?
AI Mode looks for content that is accurate, clear, well-cited, and easy to summarise. Bullet points, short paragraphs, schema markup, and alt text all help your site be selected for inclusion in these AI-generated answers. - Does my site still need to rank number one in Google?
Not necessarily. Visibility now matters more than ranking. AI Mode can cite or quote a source even if it’s not the top result. If your site provides expert-level, structured content, you have a better chance of being referenced. - What does ‘multi-modal’ mean in search, and why does it matter?
Multi-modal means users can search using text, voice, or even images, and get responses in various formats like lists, audio, or carousels. Your content should be optimised for all three to stay competitive. - What types of content are still likely to generate clicks from AI Mode?
Mid-funnel and commercial-intent pages, like service comparisons, pricing guides, product FAQs, and case studies, are still generating clicks. These types of content offer value beyond what AI summaries can deliver directly. - How can I improve my visibility in AI-generated search results?
Focus on becoming a trusted source. That means creating well-structured content, getting mentioned on reputable websites, building internal content clusters, and ensuring technical SEO (like schema and alt text) is in place. - Is it worth investing in AI-focused SEO now, or should I wait?
It’s essential to start now. AI Mode is already active in the UK, and early adopters will benefit most. The shift is happening quickly, and businesses that adapt early will find it easier to maintain traffic and visibility as search behaviour evolves.
Glossary FAQ Section: Key Terms Explained + Trusted Resource Links
1. Google AI Mode
What is it?
A new feature within Google Search that provides AI-generated answers to queries instead of traditional link listings. It uses conversational technology to summarise and deliver information directly in the results.
2. Gemini 2.5
What is it?
Google’s advanced large language model (LLM), powering AI Mode. It enables a complex understanding of natural language and multi-step queries.
Further reading:
https://deepmind.google/technologies/gemini/
3. Large Language Model (LLM)
What is it?
An AI model trained on massive datasets to understand and generate human-like language. It powers conversational features in search engines and chatbots.
Further reading:
https://en.wikipedia.org/wiki/Large_language_model
4. Query Fan-Out
What is it?
A method where a search engine breaks a user’s query into multiple related sub-questions and runs them simultaneously to generate a comprehensive response.
Further reading:
5. Multi-Modal Search/Input
What is it?
Search that accepts various input types (text, image, voice) and returns results in mixed formats like maps, carousels, audio, and images.
Further reading:
https://en.wikipedia.org/wiki/Multimodal_search
6. Zero-Click Search
What is it?
When users get their answer directly from the search results without clicking through to a website. Common with AI summaries and knowledge panels.
7. Click-Through Rate (CTR)
What is it?
The percentage of users who click on a search result or ad after seeing it. A key metric in SEO and digital marketing.
Further reading:
https://support.google.com/google-ads/answer/2615875?hl=en-GB
8. Top-of-Funnel / Mid-Funnel / Bottom-of-Funnel Content
What is it?
Marketing stages:
- Top-of-funnel: Awareness content (e.g., “What is SEO?”)
- Mid-funnel: Evaluation/comparison content
- Bottom-of-funnel: Purchase-intent content (e.g., product pages)
Further reading:
https://www.hubspot.com/flywheel
9. Schema Markup
What is it?
A type of structured data added to websites to help search engines understand the content and present rich snippets in results.
Further reading:
https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data
10. Alt Text (Alternative Text)
What is it?
Text descriptions added to images to help visually impaired users and enable search engines to interpret images for better indexing and accessibility.
Further reading:
https://accessibility.huit.harvard.edu/describe-content-images
11. AI-Powered Ads / Performance Max
What is it?
A type of Google ad campaign that uses AI to deliver personalised, cross-channel ads across YouTube, Search, and more.
Further reading:
https://support.google.com/google-ads/answer/10724817
12. Structured Content
What is it?
Content formatted with headings, bullet points, clear logic and references — making it easier for both users and AI systems to understand and summarise.
13. Search Console
What is it?
A free Google tool that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results.
Further reading:
https://search.google.com/search-console/about
14. Citation (in AI context)
What is it?
When Google AI Mode quotes your website as a source in its generated response, it increases your brand’s visibility even if users don’t click through.
Further reading:
https://www.semrush.com/blog/ai-citations/
15. Conversational Search
What is it?
A search style where users interact with the engine like a conversation, asking follow-up questions naturally. AI Mode supports this.
Further reading: