Google’s new AI mode: A game changer for search, but what does it mean for your business?
Google has just flipped the script on how we search—and how businesses get found.
With the full rollout of Google’s AI Mode, also known as the Search Generative Experience (SGE), the traditional list of blue links is being replaced by AI-generated summaries that answer user queries directly on the search page. This means fewer clicks, more competition for visibility, and a major rethink for digital strategy.
What is AI mode?
AI Mode uses Google’s Gemini 2.5 model to deliver conversational, summarised answers to search queries. Instead of directing users to websites, it pulls from multiple sources to create a single, intelligent response—often with visuals, citations, and follow-up suggestions.
The impact on businesses not in the top slot
For businesses that don’t dominate the top of Google’s search results, this shift could be seismic:
For businesses that don’t occupy the top spot in Google’s search results, the recent shift towards AI-generated summaries could be transformative. These summaries often provide users with immediate answers, significantly reducing the need to click through to individual websites, some businesses have already reported traffic declines that began with the previously implemented AI overview.
As a result, traditional search rankings are becoming less influential; being ranked number one no longer guarantees visibility if the AI summary satisfies the query before users even scroll. Instead, visibility now hinges on relevance and trustworthiness. Google’s AI favours content that is expert-led, well-structured, and credible, rather than simply keyword-optimised.
Here’s how businesses can adapt:
Optimise for AI summaries: Structure content with clear answers, bullet points, and FAQs. Think “featured snippet” style.
One of the most effective strategies in today’s AI-driven search landscape is to double down on E-E-A-T—experience, expertise, authority, and trustworthiness. It’s essential that your content is credible, well-sourced, and created by genuine experts. At the same time, targeting long-tail and conversational keywords is increasingly important.
With AI models now understanding natural language more intuitively than ever, focusing on specific, question-based queries that your audience is likely to ask can significantly improve visibility. While these changes may seem daunting, they also present a unique opportunity for smaller businesses to stand out. If your content is helpful, trustworthy, and well-structured, you can still earn a place in the AI summary—even if your brand isn’t widely recognised.
Need help navigating the new search landscape? Shoothill’s digital team is here to help you adapt your content strategy and stay visible in the age of AI search.
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