You might’ve seen the news — Google is rolling out something called AI Mode in Search. It’s a big shift in how search results appear and how users interact with them. And yes, it’s going to have an impact on how people find and engage with your website.
So, what’s changing exactly and what does it mean for your traffic, content, and SEO strategy? Let’s take a look.
What is Google AI Mode?
Google’s new AI Mode uses its Gemini AI model to make search more conversational and personalised.
Instead of the usual list of blue links, users now get:
- Direct answers to their questions
- A summary pulled from multiple sources
- Follow-up prompts for more complex or related queries
Essentially, it’s like having a chat with Google — getting quick, tailored responses without always needing to click through to a website.
How AI Mode could affect your website traffic
This change has a few big implications for small business owners, content creators, and anyone relying on organic traffic:
1. Fewer clicks from search
If people are getting answers right on the search results page, they might not need to click through to your site — especially for simple or quick queries. That means we might see lower click-through rates and less traffic.
That said, even if users don’t always click, your brand can still get visibility through citations in AI summaries which builds awareness and trust.
2. Content quality matters more than ever
Google wants to surface helpful, reliable content in these AI-powered summaries. So if your content is useful, trustworthy and answers real questions, it still has a strong chance of being featured.
3. Search is more personalised
Results are now more tailored to the individual, factoring in things like search history, location and preferences. This means your content needs to be highly relevant to your ideal audience.
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How to adapt your SEO strategy for AI Mode
The good news? You don’t need to start from scratch. But some tweaks will help future-proof your site and improve your chances of staying visible in this new version of Search.
1. Focus on E-E-A-T
Google’s AI relies heavily on trustworthy content. That means showing your Experience, Expertise, Authoritativeness and Trustworthiness through blog posts, case studies, testimonials and transparent “about” pages.
Tip: Use structured data (schema markup) where possible as this helps Google better understand and display your content in rich results and AI summaries.
2. Make it conversational
AI Mode favours natural, question-based language. So create content that mirrors how people search: FAQs, how-tos, blog posts that answer common questions, and friendly, readable copy.
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3. Mix up content types
Don’t just rely on written posts. Try different content formats to meet your audience where they are:
- Short-form videos (Reels, TikToks, YouTube Shorts)
- Visual guides or infographics (great for step-by-steps or comparisons)
- Instagram carousels (mini blog posts or tutorials)
- Podcasts or audio snippets (great for interviews or deeper discussions)
- Downloadables (free checklists, templates, or guides that support your post)
These formats are more engaging, easier to share, and can help you repurpose your core content across platforms.
4. Share it wide
With organic search changing, now’s the time to build up your other traffic sources. Share your content across social media, email newsletters, YouTube, Pinterest (especially for evergreen content) — wherever your audience hangs out.
Basically, don’t put all your SEO eggs in one basket — meet your audience where they’re already hanging out.
5. Keep an eye on performance
Use your analytics to track what’s working. Are your traffic sources shifting? Are certain pages losing search clicks? Watch the trends and adjust your strategy as needed.
Final thoughts
Google AI Mode might sound overwhelming at first, especially if you’ve worked hard to optimise your content for traditional search.
But this update is all about surfacing genuinely helpful content. If you’re creating valuable, human-first content that speaks to your audience, you’re already on the right track.
And if you’re feeling a little stuck or want help tweaking your strategy, I’ve got your back. Reach out to get started!