Discover why classic SEO isn’t enough and what businesses need to do to stay visible.
Introduction: A New Era of Search
A couple of weeks ago, over coffee on a cold morning, a young entrepreneur asked me a question I’ve been hearing a lot lately “This AI stuff, how is it really going to change SEO?”
At first, it felt like déjà vu. We’ve been told for years to “focus on quality content and the rankings will follow.” But today, something fundamentally different is happening in search.
Enter Google’s AI Mode, a new way of searching that’s not just about keywords anymore. It’s about understanding user intent, making inferences, and pulling information from multiple sources to create answers that feel personal and conversational.
For businesses and SEO professionals, this shift is both exciting and daunting. The strategies that worked yesterday might not be enough tomorrow.
Let’s break down what’s happening and how you can prepare your business for the future of search.
What is Google’s AI Mode?
At its core, Google’s AI Mode is a powerful new feature in search that:
- Uses generative AI to answer questions in natural, conversational language
- Pulls information from multiple sources, not just the one webpage
- Personalises answers based on each user’s past behaviour and interests
Instead of classic blue links, AI Mode delivers summarised answers, comparisons, and insights. It’s almost like talking to a trusted advisor.
Key features of AI Mode:
- Reasoning-based retrieval: Instead of ranking pages, Google’s AI reasons about the best answers.
- Query fan-out: A single query triggers dozens of sub-queries to get a fuller picture of what the user wants.
- Passage-level indexing: Google uses specific sections of your content (not just whole pages).
- Multimodal retrieval: It pulls from text, images, audio, and video.
- Personalisation: Results are tailored to each user’s preferences and history.
Why AI Mode is a Big Shift
In classic SEO, we focused on: picking keywords, writing content that “ranks” for those keywords and building links to boost rankings.
In AI Mode, this changes. Here’s how:
| Classic SEO | AI Mode SEO |
| Optimise for keywords | Optimise for relevance and intent |
| Rankings based on keywords | Rankings based on semantic similarity and reasoning |
| Whole-page ranking | Passage-level relevance |
| Users see the same result | Personalised answers for each user |
| Traffic from clicks | Visibility without clicks (zero-click environment) |
How Query Fan-Out Works
One of the most important changes is how Google expands queries. When you type a search into Google’s AI Mode, it doesn’t just look for that exact phrase. Instead, it:
- Generates related questions
- Infers user intent
- Compares multiple data points
This process is called “query fan-out.”
Here’s how it works:
You search for “best travel insurance for international trips 2025”, then AI Mode generates sub-queries like:
- “comprehensive travel insurance plans for international travel”
- “travel insurance coverage for COVID-19 and medical emergencies”
- “comparison of Allianz vs. Cover-More travel insurance”
It retrieves content for these sub-queries, compares them, and builds a final, easy-to-understand answer for the user.
What This Means for Content Creation
To show up in AI Mode, your content needs to be relevant for multiple related queries, include passages that directly answer specific questions and most importantly, be clear, concise, and factual.
Key characteristics of AI Mode-friendly content:
- Semantically complete: Each section should stand alone to answer a specific question.
- Citation-worthy: Use statistics, real data, and structured information.
- Entity-rich: Mention brands, product names, locations (entities help Google’s AI make connections).
- Modular structure: Use lists, bullet points, and headings so content can be recombined by Google’s AI.
- Intent-driven language: Use language that reflects what users want – comparisons, how-to steps, alternatives, etc.
Example: “The Tesla Model Y offers 330 miles of range, advanced driver assistance, and seating for seven. Compared to the Ford Mustang Mach-E, it has better range but less cargo space.”
Step-by-Step: How to Optimise for AI Mode
Here’s a simple action plan you can follow:
Step 1 : Audit Your Content
Look through your most important pieces of content and check if each page has clear sections that answer questions directly. If you’re not sure how to do that, use a tool (like Screaming Frog or your CMS) to identify weak or repetitive content.
Step 2 : Rewrite for Clarity and Depth
- Focus on short paragraphs and bullet points.
- Add comparisons, stats, and examples.
- Use entities (brand names, locations, product names) wherever possible.
Step 3 : Expand to Multimodal Content
Google’s AI Mode doesn’t just look at text content, all forms of media should be optimised to catch it’s eye so to speak. Take the time to create short form videos (1-2 minutes is fine), audio clips or podcasts, and visual charts or infographics.
Step 4 : Focus on User Intent
When creating or repurposing content, think about what your target audience really wants to see and create sections like:
- Pros and cons
- Comparisons
- Alternatives
- Step-by-step guides
Step 5 : Monitor and Adapt
Classic rank tracking is no longer enough. Watch for citations in AI summaries (tools like Profound or Qforia can help). Always adjust just your content to stay relevant as search behaviour evolves.
Why Classic Rank Tracking is Obsolete
For years, we’ve measured SEO success with rank tracking by “Are we #1 for this keyword?” and “How’s our click-through rate?” But, in AI Mode:
- There’s no one ranking: each user sees a different result.
- The click is less important: the AI might cite your content without showing your site directly.
- Traffic is harder to measure: but visibility still matters.
Embrace the Multimodal Future
Google’s AI Mode isn’t just reading text. It’s:
- Transcribing videos
- Summarising podcasts
- Using charts and diagrams
That means if you have video demos, Google might use snippets of your video in answers, and If you have audio interviews, Google might quote you in voice answers.
Action Steps:
Review your existing content and identify where you can add video or audio to support key topics. Repurpose content into:
- Short TikTok/YouTube videos
- Quick podcasts (1-2 min insights)
- Visual slideshows
Relevance Over Links
Links still matter, but in AI Mode, relevance and semantic context matter more. Google’s AI compares passages directly, not just counting links. Your content must:
- Use clear comparisons and data
- Be easy to “chunk” (modular)
- Align with the AI’s reasoning
Old SEO vs. AI Mode SEO Strategies
| Classic SEO | AI Mode SEO |
| Target keywords | Target intent and reasoning |
| Page-level optimisation | Passage-level optimisation |
| Count backlinks | Build semantic relevance |
| Rank tracking by keyword | Monitor visibility and citations |
| Text-focused | Multimodal (video, audio, visuals) |
| One-size-fits-all | Personalised search results |
Key Takeaways for Businesses and SEOs
Classic SEO practices are still important (good site speed, structured data, etc.), but to show up in AI Mode, you must:
- Build passage-level relevance
- Expand your content formats
- Think about the user’s journey, not just the click
- Start collaborating across SEO, content, video, and PR teams
Final Step-by-Step Checklist for AI Mode Success
- Rewrite your content: Clear, structured, and data-rich.
- Create multimedia assets: Videos, audio, infographics.
- Review user journeys: Identify comparison and decision points.
- Optimise at the passage level: Each paragraph counts!
- Test and iterate: Use available tools to see if your content is cited.
- Treat search as a branding channel: Aim for visibility, not just clicks.
Conclusion
SEO used to be about ranking first. In Google’s AI Mode, it’s about being seen, cited, and trusted. even if no one clicks. Treat visibility as a strategic asset.
Think beyond the click to how your brand is represented in the AI’s “thinking.” Start engineering relevance at every level including content, brand, and experience.
The future of search is already here. Are you ready to lead the way?
To learn more about SEO best practices, click here to book a free SEO advisory session with a netStripes’ specialist.
References:
Mike King, How AI Mode Works and How SEO Can Prepare for the Future of Search, iPullRank, May 27, 2025.
Google, About AI Overviews & AI Mode, Google PDF, May 2025.
