Google AI mode could reshape search: what SEOs need to know

Google launched its new AI mode for US users on May 20, placing generative AI on the literal top of search results and basically changes how information emerges and ranked.

The move announced on Google I/O is already causing concern and debate across the SEO community. Especially since early reports show that tracking clicks specifically from AI mode is not possible.

AI mode is Google’s latest step in integrating AI into core search functions.

Unlike AI listings that were rolled out last year and offering short and conversation listings, AI mode enables more complex, multi-step interactions directly within the search interface.

Users can now ask longer, more nuanced questions, combine text and images and even complete tasks such as product discovery – all without leaving Google. And soon, users can complete the box directly within the search experience.

The update goes out to users on desktop and mobile in the US with a global expansion planned.

Integrated into AI mode is a “Query-Fan-Out” approach involving Google that breaks questions in subtopics and runs more searches at the same time to deliver more comprehensive results.

For marketers and SEOs, the implications are significant. Traditional blue Serp links are pushed further down the page, while AI-generated summary and interactive modules now dominate over-folded (ATF) real estate.

Features like “Try it on” that currently require users to choose via search labs allow users to visualize products directly from search.

An ambitious feature is deep search, designed to tackle complex research tasks. By analyzing hundreds of documents, Deep Search aims to generate the level of expert level.

This raises questions to SEOs and content creators about how in -depth content emerges, whether sources are attributed to correctly, and how this feature affects place traffic.

A major concern right now is visibility and measurement. As reported by Ahrefs, clicks from AI mode are not currently traceable in Google -Search Console or analysis platforms.

Tom Critchlow and other industry experts have confirmed that there is no way to see how much traffic is driven via AI mode. This lack of transparency has given rise to frustration and uncertainty among website owners and SEOs.

The SEO community has been a vocals about the challenges and unknowns about Google’s AI mode -ruling.

Lily Ray highlighted the growing frustration among publishers and noted that many are seeing their content used in AI -Resume without getting expected visibility or traffic.

Aleda Solis repeated Lack of clarity About how Google’s AI mode chooses which sources to display, and notes that this makes it difficult for SEOs to understand how to optimize their content for visibility in the new AI-driven search landscape.

She emphasized that this uncertainty complicates the efforts to effectively target and measure the effect of AI-driven results.

Google has stated that it continues to refine how sources are credited, yet revealed recent legal certificates reported by Bloomberg that Google’s standard AI-fraud mechanism does not prevent its search specific AI products from using web content. Publishers must opt ​​out of search that indexes completely via Robots.txt to avoid such use.

To fully block their content from being used in AI -Overviews or AI mode, publishers must remove it completely from Google search using Robots.txt that sacrifices all Search visibility.

AI mode already transforms the search landscape but much remains unknown. Inability to track clicks or understand how content emerges in AI mode makes it difficult for SEOs to measure performance or adjust strategies.

While Google says organic links remain part of the output, the prominence of AI-generated content can change user behavior and traffic patterns in ways that are not yet fully understood.

Google’s new documentation emphasizes a shift in how SEO success should be measured. As Aleyda Solis points out, Google now recommends that SEOs move away from a clear focus on visits and instead prioritize the total value that comes from search traffic, which can be measured through measurements such as conversions and audience commitment.

Google’s advice to ensure a strong performance in AI experiences remains focused on SEO foundations: Creating unique, valuable content that satisfies both search users and direct readers.

This includes providing a good side experience, ensuring content availability, matching structured data to visible content and incorporating elements such as high quality images.