Google search is undergoing a seismic shift. In June 2025, Google began rolling out its much-anticipated “AI Mode” to all US users. AI Mode is a new search experience that uses generative AI to answer users’ queries directly, in a conversational format.
Now, AI Mode has also been launched in full in the UK.
This development marks a fundamental change in how people will interact with search engines and, by extension, how businesses need to approach SEO. No longer is the goal simply to rank among “ten blue links” on a results page.
With AI Mode, Google can synthesise information from countless webpages and deliver a single, instant answer to the user, often with no further clicks required.
Why does this matter? For businesses that rely on online visibility, the advent of AI-driven search results presents both new challenges and new opportunities.
In this blog, we’ll explore four key questions that business owners and marketers are asking about Google’s AI Mode:
- What is AI Mode?
- What does it mean for my business?
- What should I be doing about it?
- How can LOCALiQ help?
By the end of this blog, you’ll have a clear understanding of Google’s AI Mode and a roadmap for action.
The search landscape is evolving quickly, but with the right strategy, you can stay ahead of the curve and even turn these changes to your advantage. Let’s dive in.
What is Google’s AI Mode?
Google’s AI Mode is a new generative AI feature within Google Search that delivers answers in a conversational style, rather than the traditional list of website links.
In essence, Google has integrated an AI chatbot into search.
When a user conducts a search, especially a complex or multi-part query, Google’s AI Mode can generate a comprehensive answer drawn from multiple sources, displayed directly on the search results page.
Key characteristics of AI Mode include:
Generative answers with citations: Instead of showing only a snippet or meta description from one site, AI Mode produces a synthesised answer that may include sentences and facts aggregated from various web pages. These answers often cite their sources via links or a “Learn more” section, so users can click through to see the original content. The AI essentially reads and combines content from across the web in seconds, giving the user a concise answer. For example, if you search “How do I improve my website’s SEO?”, AI Mode might return a paragraph explaining several techniques (site speed, content quality, link building, etc.) with hyperlinks to the websites from which it drew that information.
Conversational follow-ups: AI Mode brings a conversational interface to Google Search. Users can ask a follow-up question or clarify their initial query within the AI chat UI, rather than starting a brand-new search. Google’s AI remembers the context of the conversation. This is a dramatic shift from traditional search – it’s more like chatting with a knowledgeable assistant than typing keywords into a search box. For instance, after getting an initial answer about improving SEO, a user could ask, “How about page speed?” and the AI will know they’re still on the topic of SEO and provide a detailed answer on improving page speed.
Rich, interactive results: Early tests of AI Mode from the US Launch show that Google is incorporating rich elements into AI answers when relevant – such as images, charts, or action buttons. For example, a query about a local business may trigger an AI answer with a visual card (image, map, hours) for that business. Or a travel query might let the user interact to book a flight or hotel directly from the AI’s response. In short, AI Mode aims to be task oriented. It’s not just answering questions but also helping users accomplish things (like comparisons, bookings, etc.) in one interface. This makes search more of a one-stop experience.
Availability: Users don’t need a special app; it’s built into the normal Google search on desktop and mobile.
In summary, Google’s AI Mode is like an evolution of Search into a “mini assistant”. It uses cutting-edge AI (Google’s underlying model is called Gemini, currently version 2.5 for AI Mode) to interpret queries, hunt down relevant info across the web, and present an amalgamated answer – all in a matter of seconds.
It’s Google’s answer to the rise of answer engines like OpenAI’s ChatGPT and Bing’s AI chat: Google is ensuring that if people want an instant answer or to have a dialogue about their query, they can do it within Google rather than going elsewhere.
What does AI Mode mean for your business?
Whenever Google changes how it presents search results, there are implications for businesses that get traffic from Search.
AI Mode, in particular, represents a significant change in user behaviour and search engine behaviour.
Here’s what it could mean for your business and website:
Potential drop in organic traffic (especially for informational queries)
If Google’s AI is answering users’ questions right on the results page, fewer users may click through to websites. This is often referred to as “zero-click search,” and AI Mode accelerates that trend. For example, if someone searches “best budget smartphones 2025” and the AI Mode immediately provides a curated list of budget smartphones with pros/cons (sourced from various tech websites), the searcher might never visit any of those actual sites. Even if your website had an article on budget smartphones that contributed to Google’s answer, the user might feel they got what they needed from the AI summary. The bottom line: you could see a decline in clicks to your site for queries that are answered directly by AI.
It’s important to note this doesn’t mean search interest or visibility is gone, people are still searching and seeing your brand’s information, but they may not be clicking through. In fact, Google has confirmed that impressions and clicks from AI Mode will be tracked in Google Search Console data. Early on, you should watch your metrics to gauge the effect on your traffic.
New metrics for success (visibility over clicks)
Because of the above, businesses will need to broaden how they measure SEO success. Traditionally, you might look at your Google ranking and click-through rates. With AI Mode, you should also ask: Is my content or is my business being featured in the AI answers? Even if the user doesn’t click, being mentioned or cited by the AI has value. It’s a form of brand visibility and thought leadership. We expect to see savvy businesses focusing on “presence in AI answers” as a key performance indicator. In fact, as reporting tools evolve, we recommend tracking things like:
- Search impressions in AI: How often does your site appear in the sources listed for an AI answer (even if no click)? This indicates you’re part of the conversation.
- Brand mentions by AI: Does the AI explicitly mention your brand or product in its answer? If someone asks a question like “best local bakery in Birmingham” and the AI says, “Try Cupcake Heaven on High Street…,” that mention is extremely valuable.
- Share of AI voice: In some cases, the AI might pull heavily from one source. If that’s you, you’ve essentially become the primary answer for that query in Google’s eyes.
These are more qualitative than the old “rank #1” mindset, but they reflect a shift: SEO is no longer just about clicks, it’s about being included in the answer. Search is likely to become more of a “Display” channel, as opposed to an explicit and serial driver of clicks. Google’s AI Mode elevates the importance of authority and relevance over simple ranking position.
Increased importance of authoritative content & trustworthiness
Google has stated (and evidence suggests) that the AI will favour information from authoritative, trustworthy sources. This means if your site is known for high-quality content in your niche, you stand a better chance of being referenced. Conversely, if your site is thin on content or has a history of less credible material, you could be left out of AI-generated answers.We expect Google’s AI to heavily incorporate signals like the site’s expertise, backlinks, brand mentions and content depth when choosing what information to trust High-authority sites might gain even more visibility (even without direct clicks), while lesser-known sites might struggle to get picked up by the AI.For example, a well-respected medical website is more likely to be quoted in an AI answer about health than a small new blog, regardless of their relative ranking on the old SERP. Ensuring your content meets Google’s E-E-A-T criteria (Experience, Expertise, Authority, Trustworthiness) and you are building your business’ brand is thus critical.
Shifts in click patterns (more top-funnel loss, possible bottom-funnel gain)
AI Mode is most likely to appear for broader, research-oriented questions (“top of the funnel” queries). It aims to give immediate knowledge or recommendations. Users in these early stages might not click around as much because the AI provided the overview. However, for high-intent queries (bottom-of-funnel) – like searches involving buying a product, signing up for a service, or local navigational searches – users will still click a website or take an action. If anything, the traffic you do get might be more qualified.Think of it this way: if someone goes through an AI Q&A and then clicks on your site, they are likely very interested (since the casual information-gatherers might have been satisfied by the AI summary). Initial analysis predicts “fewer clicks, but more qualified visitors,” meaning conversion rates on organic traffic could rise as the lower-intent traffic thins out. Businesses should prepare for this possibility: a drop in volume but potentially an uptick in lead quality or conversion rate.
Competitive landscape and opportunity
Whenever there’s a big change, it creates winners and losers. AI Mode opens a new playing field. If your competitors adapt faster and get their content frequently featured by the AI, they could leapfrog your visibility without necessarily outranking you in the traditional sense. On the flip side, if you move quickly to optimise for AI Mode, you can gain an edge. Early adopters who ensure their content is “AI-friendly” (more on that next) can capture a disproportionate share of voice in this new search format. Also, consider that AI Mode still links to sources, users can click those citations. If you’re one of maybe 3–5 sources listed for an AI answer, that’s prime real estate (even though it’s not a traditional 10-link list, it’s a shortlist of cited sources). Getting into that elite group of cited sources is the new goal.
In summary, AI Mode means SEO is evolving. Businesses will need to pay attention to new metrics and optimise for inclusion in answers, not just placement on a page. Authority and content quality are more important than ever.
>While there may be some loss of casual traffic, the traffic that does reach you could be more ready to engage.
The following section outlines what you should do to prepare for and thrive in this new environment.
What should you be doing to adapt?
Google’s AI Mode might sound intimidating, but the good news is that the core principles of good SEO and content marketing still apply.
You don’t need to reinvent your entire strategy; rather, you should recalibrate and refocus on certain areas. Here’s a practical action plan:
Create content that directly answers your audience’s questions
Think about the questions your customers or prospects frequently ask you. Do you have content that directly and clearly answers those questions? If not, start creating it. Google’s AI tends to pull from content that closely matches the query intent – often Q&A style content or sections of a page that read like an explanation.
For example, if you run a tax advisory firm, ensure you have a page (or multiple pages) answering things like “How do I file taxes as a freelancer?” or “What tax deductions can small businesses claim?”.
When writing this content:
- Use the question as a heading (H2 or H3) and provide a concise answer right below it, ideally in 2-4 sentences. This mimics a Q&A format that’s easy for the AI to recognise and use.
- Expand with more detail after the concise answer, in case the user (or AI) needs depth. Essentially, follow the inverted pyramid style: answer first, details second.
- If applicable, include factual lists or steps as bullet points. Google’s AI sometimes presents answers in bullet form if the query is asking for a list or steps. If your content is already structured as a list, it could be a perfect candidate for a “AI summary” answer.
This approach not only helps AI Mode pick up your content, but it also improves your chances for traditional Featured Snippets, so it’s a win-win SEO practice.</p>
Optimise for clarity, structure, and schema
In an AI-driven search, how you structure your content can be the
difference between being included in the answer or not. A few optimisation tips:
- Use clear headings and subheadings: Break your content into logical sections with descriptive headings. A tool like AI will more easily navigate a well-structured article. If a section of your article answers a specific question, make that a heading. For example: “What are the benefits of cloud storage?” as an H2, followed by the answer. This is both user-friendly and AI-friendly.
- Include structured data (schema markup): Implement relevant schema on your pages – FAQ schema for Q&A content, Service schema for service page content, Article schema for blog posts, etc. Schema helps Google (and its AI) understand the role of each piece of text on your page. As mentioned, research indicates large language models extract info more accurately when schema is present. For instance, a page with FAQ schema might be more likely to have its Q&A used verbatim in AI results. It’s not a guaranteed ticket to AI inclusion, but it gives you an edge.
- Be concise and factual in key passages: The AI is likely looking for sentences that make a point quickly and can be concatenated into an answer. Long-winded or flowery writing might be overlooked in favour of a crisp, fact-packed sentence. You should still have in-depth content (for the readers that click through), but ensure that somewhere in there, you have a summary or key sentence that could stand on its own. For example: “In 2024, 46% of all searches on Google were zero-click, meaning the user found what they needed without leaving Google.” A sentence like that is full of information and even better if backed by a citation or statistic, making it attractive for an AI summary.
- Keep content up to date: AI Mode will likely prioritise current information, especially for topics where information evolves (e.g., “2025 uk tax rules for businesses” or “latest smartphone reviews”). Regularly update your key pages. Freshness has long been a factor in SEO, and we anticipate it could influence AI answers too (Google won’t want to spout outdated info).
Emphasise E-E-A-T: Build trust and authority
As discussed, Google’s AI will heavily favour trusted sources. So, how do you become one? Some steps:
- Demonstrate expertise: Ensure that content, especially YMYL (Your Money, Your Life) content, is written or reviewed by experts in the field. Add author biographies that highlight credentials. For example, a medical article on your site should ideally have a GP or medical professional’s byline and bio.
- Earn high-quality backlinks and mentions: Digital PR is your friend. If respected sites or news outlets cite you or your content, it boosts your overall authority. Google’s algorithms (and by extension its AI) take into account the link graph of the web. The more your site is cited by others, the more likely Google will regard your content as trustworthy. And interestingly, research has indicated a high volume of quality brand mentions are one of the key indicators of success in AI-powered search, meaning investing in Digital PR can future-proof your strategy for AI success.
- Maintain accuracy and cite sources: Ironically, while we’re trying to get cited by Google, you should also cite authoritative sources within your content. This might seem counterintuitive (why send people elsewhere?), but by referencing data from authoritative publications, you make your own content more credible. Google’s AI might even pick up that you’re using well-sourced material. For instance, if you mention a statistic, link to the original source (e.g., a government report or industry study).
- Encourage reviews and user-generated content (for local businesses): AI Mode integrates with local search, so having strong Google reviews or a well-regarded profile could influence whether your business is mentioned in a local recommendation query. While this overlaps with local SEO, it’s worth noting as part of “authority” in a broader sense.
Adjust your SEO KPIs and reporting
Communicate internally (or with your marketing team/agency) that success metrics need to evolve. It may be necessary to educate stakeholders that a drop in raw traffic isn’t necessarily a failure if you’re maintaining visibility in AI answers and still capturing the converting traffic.
In other words, we might report on things like “Our content was referenced 50 times in AI search results this month, reaching an estimated audience of X users” – a metric we rarely considered before. Google has indicated they will integrate AI Mode data into Search Console, albeit possibly aggregated with normal search data initially. Use whatever data is available to give a fuller picture of search presence. This proactive approach in reporting will highlight your brand’s influence beyond just site visits. It’s similar to how display channels are measured (share of impressions, share of voice) – SEO is expanding into that territory.
Whilst reporting tools are still adjusting to accurately showcase LLM visibility, expect these KPIs to continue to evolve in the upcoming months and years.
Continue technical SEO and site quality efforts
None of the above negates the importance of having a technically sound website: fast load times, mobile optimisation, proper indexing, etc. If your site can’t be crawled or loads slowly, it won’t perform well in any type of search. Plus, some of these factors indirectly affect whether you’ll be included in AI results (e.g., if your page isn’t indexed or is very slow, Google might skip it). So, ensure you’re following best practices: regular technical audits, fixing broken links, using proper meta tags, and so forth.
In summary, focus on quality, structured content that answers questions, and reinforce your authority. Monitor the results and be ready to adjust.
The changes might seem daunting, but they also reward the kind of user-focused content strategy that many marketers have already been moving towards. Google’s advice over the years – “focus on the user, create great content, be authoritative” – all of that is more relevant than ever, now that an AI is effectively choosing what content to showcase in its answers.
How LOCALiQ can help you navigate AI Mode
Facing a major change in Google’s search can be overwhelming, but you don’t have to navigate it alone. LOCALiQ, as a leading digital marketing partner for SMEs across the UK, has been proactively preparing for Google’s AI Mode to ensure our clients not only weather the change, but thrive in it.
Here’s how we can support your business through this transition:
1. Proactive content and SEO audit:
At the start of your campaign, we review your website through the lens of traditional SEO and Google’s generative AI. We identify which parts of your content are likely to be picked up by AI answers, where there are gaps and where the opportunities may be for you to reach more prospective customers. This audit checks:
- Do you have high-quality, authoritative content covering the key questions in your industry? If not, we’ll map out a content plan to create it.
- Is your content structured in a way that’s easy for an AI to digest (clear headings, Q&A sections, summary points)? We’ll provide recommendations on reorganising or reformatting content for maximum clarity.
- Are you utilising schema markup effectively? Our audit will highlight pages that could benefit from structured data (and we’ll implement it for you).
- How is your site’s E-E-A-T? We’ll look at signals of trust, like quality backlinks & brand mentions, author credentials, and content accuracy, and plan a strategy that helps bolster these signals.
2. Content strategy & creation for AI visibility:
Armed with audit insights, LOCALiQ’s content team will help adapt your content strategy. We’ll mix our strategy between creating content that has a high chance of being featured in AI Mode answers and creating content that focuses on transactional intent where applicable.
For example:
- We might develop a series of concise “Your questions answered” blog posts, each tackling a common customer query with a clear, structured answer.
- We’ll update existing high-value pages to include FAQ sections or executive summaries that can act as teasers for the AI. Our goal is to get your knowledge into the AI’s output, which in turn can funnel engaged readers to you.
- We will ensure topical depth and breadth. If being comprehensive on a topic improves your chances of selection, we’ll strategise content clusters that collectively signal to Google that your site is an authority on the subject.
- We’ll focus on your location & service area pages to ensure Google has sufficient information about why it should be recommending you versus your competitors.
- Additionally, our team stays updated on SEO best practices specific to AI (we’re continually following industry research and Google’s own guidelines). As new optimisation techniques emerge for AI Mode, we’ll incorporate them into your strategy.
3. Technical implementation (schema, site health, etc.):
Our technical SEO specialists will implement all the behind-the-scenes improvements needed for AI Mode:
- Schema markup: We’ll add and refine structured data on your site. Whether it’s marking up an FAQ page or adding JSON-LD schema for articles, we handle the code so search engines get the clearest picture of your content.
- Site speed & mobile optimisation: We ensure your site loads fast and is mobile-friendly. While this benefits SEO broadly, it also matters for AI; Google’s AI won’t want to rely on content from a slow, poorly accessible site.
- Indexing & crawlability: We check that all important content is crawlable and indexed. No technical roadblocks should prevent your content from being considered for AI answers.
Whilst we have our own web development team that takes care of all implementation, we can also coordinate with your web development team to implement changes necessary for your website to rank well.
4. Ongoing monitoring, reporting & insights:
One of the biggest advantages of partnering with LOCALiQ is that you get a team that continuously monitors performance and keeps you informed:
- Once AI visibility reporting is robust enough, we will include AI search performance in your regular reports. You’ll see data on impressions and clicks coming from AI-driven results (using Search Console’s new reporting once it’s available). We will seek to break down which queries triggered AI impressions for your site and whether users clicked through. This kind of reporting provides transparency about how your content is faring in the new system. Whilst this level of reporting is not available yet, this is something we will be prioritising over the upcoming year.
- We’ll interpret the data for you. For instance, if we see a particular blog post is getting 1,000 AI impressions a week but few clicks, we might suggest adding a more enticing call-to-action in that content or ensuring your branding is evident so that even if users don’t click, they register your brand name in the AI text.
- Trendspotting: Because we manage SEO for many clients, we gather macro insights. We’ll identify trends such as which types of content are most often picked up by AI, or which industries see more impact, and we’ll apply those insights to your strategy. We essentially act as your eyes and ears in the SEO world, especially as AI Mode evolves.
- Google is likely to tweak AI Mode’s behaviour over time. We stay agile and will adjust our tactics in response to Google’s changes or algorithm updates. You’ll receive updates and recommendations in real-time. For example, if Google announces that AI Mode will start handling transactional queries differently or will give more weight to recent content, we will immediately let you know what that means for you and how we’ll adapt.
5. Client education & support:
We believe in empowering our clients with knowledge. We don’t just dump data on you; we explain what it means.
With something as new as AI Mode, we’re organising educational webinars and guides to walk you through the change. When you or your team understand why we’re making certain recommendations (like adding schema or rewriting a section of a page), you’ll be more confident and engaged in the process. And of course, our team is here to answer any questions.
If your leadership asks, “Why did our organic traffic drop last week?”, we’ll help you communicate how AI Mode might be redistributing that traffic and how we’re capturing value in other ways (like increased brand impressions via AI).
We’ll also help craft communications you might need to reassure stakeholders – effectively, we have your back in both execution and communication.
In conclusion, LOCALiQ’s value is in being your guide and partner through this change.
We combine research-backed strategies with hands-on optimisation and clear communication.
Google’s AI Mode is new territory for all of us, but our team’s experience with SEO, content marketing, and adapting to countless Google updates over the years puts us in a strong position to lead the way.
We’ll help you turn what could be a disruption into an opportunity to outshine competitors, refine your content, and connect with your audience in the ways they’re searching now and in the future.
Interested in learning more about how AI Mode might impact your specific business? Contact LOCALiQ for a personalised consultation. Together, we’ll ensure your digital strategy is ready for the next generation of search.
