In 2025, Google has turned a major corner in how it helps users find information. With the rollout of Google AI Mode, search is no longer just about matching keywords to links, it’s about delivering context-rich, AI-generated answers drawn from the best parts of the web. Powered by the Gemini 2.5 multimodal model, this new mode doesn’t just surface results, it interprets them, organizes them, and presents them in a conversational way that’s changing how users interact with search entirely.

I’ve been closely observing this shift, not just as an SEO, but as someone actively trying to get content cited in AI Mode and AI Overviews. Recently, I worked on a U.S.-based project in a highly competitive niche, where the goal was simple but ambitious: get our content picked up by Google’s AI systems for our most important queries.

And surprisingly, it worked.

By focusing on what Google now prefers, content structured for easy passage indexing, clean internal linking, and well-defined content clusters, we began seeing our brand name, quotes, and insights cited right inside the AI-generated answers. Using tools like Screaming Frog (v22.0), I mapped our content ecosystem, removed over 150 irrelevant or outdated blog posts, and redirected authority to stronger, more relevant pages. I also studied how Google summarized competing content and started drafting ours in a way that both informed and aligned with AI-mode preferences.

This wasn’t about tricking an algorithm. It was about understanding how AI Mode “thinks”, and building a content strategy that met it halfway.

In this post, I’ll break down exactly how Google AI Mode works, what it means for SEO moving forward, and how to adapt your content to thrive in this new, AI-first search landscape.

What Is Google AI Mode?

Launched in mid-2025, Google AI Mode is a smarter, more interactive version of Search that puts generative AI front and center. At its core is a custom-tuned version of Gemini 2.5, Google’s most capable large language model, capable of processing text, images, video, audio, and real-time inputs.

Unlike traditional search, which returns a list of ten blue links, AI Mode synthesizes information into a rich, conversational answer, often citing multiple sources, generating visuals, or kicking off agentic tasks, like finding tickets or summarizing an entire web page.

But it’s not about just what AI Mode does, it’s how it does it that changes everything.

How It Works: Inside Google’s AI Architecture

1. Query Fan-Out Architecture

AI Mode begins with a deceptively simple prompt: a question typed, spoken, or even shown to Google. Behind the scenes, that query is broken into many sub-queries, issued in parallel across Google’s vast index. This method, called query fan-out, allows the AI to look at multiple angles of the question at once.

Then, Gemini 2.5 takes over: it synthesizes the results, draws connections, filters noise, and delivers an answer in natural language, often with citations embedded, images or carousels, and follow-up suggestions.

2. Deep Search

For users seeking depth, Deep Search (currently in Google Labs) goes even further. It launches hundreds of queries simultaneously, reasons across them with chain-of-thought logic, and delivers a detailed, expert-level response. Think of it as having a personal research assistant that never sleeps.

3. Multimodal Magic

AI Mode is built to handle multiple inputs. You can:

• Point your phone at a scene and ask what you’re seeing.
• Upload a PDF and request a summary.
• Select a chart on a website and ask for an explanation.

This is all powered by Gemini’s multimodal capabilities, which handle up to a million tokens of input, enabling it to process large documents or videos just as easily as a sentence fragment.

4. Agentic Capabilities

Beyond answering questions, AI Mode is action-oriented. Thanks to technologies like Project Mariner, it can:

• Search multiple shopping sites.
• Compare ticket prices.
• Pre-fill forms.
• Recommend bookings based on real-time data and personal preferences.

In essence, it’s search that acts, not just reacts.

Changing the SERP: From Links to Conversations

With AI Mode, the traditional search engine results page (SERP) is morphing into a full-fledged dialogue interface. AI answers often appear at the very top, pushing organic results further down. Instead of ten blue links, users see a synthesized, scrollable answer, with cards, images, source citations, and interactive widgets.

User Behavior Is Evolving

• Longer queries: Users now ask questions 2–3× longer than before.
• More interaction: Sessions in AI Mode are 38% longer.
• Zero-click searches: With AI Mode answering right on the page, users often don’t need to click at all.

This has major implications for SEO. Traditional metrics like rankings and clicks are no longer the only signs of success. In AI Mode, the goal is to be cited, trusted, and engaged with, even if users never visit your site.

SEO in the Age of AI Mode: What Now?

To stay visible in AI-driven search, SEO professionals must adapt to a new set of rules. While many core principles remain, the strategies must now serve both users and AI models.

Here’s how to win in Google AI Mode:

1. Google Doesn’t Rank Whole Pages Anymore,  It Ranks Passages

One of the most significant transformations under AI Mode is Google’s shift from ranking full pages to evaluating individual passages. Instead of considering your article as a single unit, Google now scans for the most relevant segments,  small, self-contained chunks of information,  that directly match a searcher’s query.

This means your content could surface for highly specific questions even if the overall page isn’t optimized for them. Google might quote a paragraph from the middle of your article, showcase it in an AI Overview, or use it as part of a multi-source answer,  without ever linking to or displaying your full page prominently.

To stay relevant, you need to write with granularity. Every subsection must offer standalone value. Structure your content cleanly, use clear subheadings, and ensure each point answers a question or delivers a takeaway. You’re no longer optimizing for “articles”,  you’re optimizing for how well your content answers intent in isolated chunks.

2. Fewer Blue Links, More Summaries,  Visibility Doesn’t Equal Clicks

With AI Overviews appearing at the top of many search results, traditional “blue link” SEO is fading. Google now presents summarized answers pulled from multiple sources, often without sending users to the original websites. Your content might be quoted,  but not clicked.

This introduces a new dilemma: your visibility may increase (as you’re featured in AI responses), but your traffic may not. In other words, you could win impressions and lose clicks.

To adapt, SEO now has to focus on brand recall and content utility. Ask yourself: will the user remember your brand even if they don’t click through? Can you include language, phrasing, or unique insights that establish authority? Adding clear call-to-actions within your content and aligning with user intent early,  within the first few lines,  becomes critical. You need to matter more, even if you’re seen less.

3. Google Can Read Across Sources,  Not Just Your Website

AI Mode doesn’t treat websites as silos anymore. Google’s AI models like Gemini synthesize answers by combining snippets from multiple sources. So instead of displaying a single webpage, it might quote you alongside your competitors,  even within a single response.

This makes the competition for ranking more granular and aggressive. Your paragraph may be chosen or skipped based on how well it complements other content Google is pulling together.

To win here, you must go beyond generic advice. Offer something original,  a stat, a fresh angle, a unique use case. If Google is constructing composite answers, the only way to get picked is to offer something the others don’t. It’s no longer enough to be “accurate”; you need to be useful and distinct.

4. Schema and Structured Data Now Fuel the AI Brain

Under AI Mode, structured data plays a bigger role than ever especially if you have an e-Commerce brand. Google’s AI doesn’t just rely on natural language,  it also reads the schema behind your site to understand context, relationships, and entity associations.

Whether it’s your FAQPage, HowTo, Product, Article, or Person schema, every bit of metadata strengthens your content’s ability to be surfaced and quoted accurately in AI-generated responses. For instance, if you’re a thought leader or expert, including Person schema tied to Author and linking it with your knowledge graph can help establish authority.

This also impacts local SEO. A well-marked-up business profile or service page could help you appear in AI-driven local queries,  even if you’re not ranking traditionally. A clean, consistent schema tells Google what your content means,  not just what it says.

5. Google Is Looking for “Answer-Worthy” Content, Not Just Keywords

Traditional SEO was keyword-centric. You’d find a term, optimize a page around it, and build backlinks to climb the ranks. But now, with AI Mode, Google is rewarding content that clearly and completely answers a query,  regardless of keyword density or exact phrasing.

This is especially true for complex, multi-intent questions. If someone searches for “how to get rid of mold in the bathroom naturally,” Google’s AI might not just show one article,  it might compile tips from various sites, mix in product suggestions, and even add video references.

Your job now is to create answer-rich content. Think beyond keywords: what are the follow-up questions? What would someone want next? Include examples, alternatives, pros and cons,  because comprehensive answers are more likely to be selected, quoted, or summarized by the AI.

6. Topical Authority and Entity Association Trump Generic Content

In AI Mode, Google gives more weight to entities,  not just domains. It wants to know who is speaking, what they’re known for, and whether they have the authority to speak on a topic.

This means Google may prefer quoting someone with a clear topical identity,  like a doctor writing about health, or a chef writing about recipes,  even if their site is smaller or newer. Entity association and topic consistency now drive trust signals more than backlinks or page authority.

To adapt, you need to double down on building your brand or persona around a niche. Make your About page, author bio, and internal links consistent. Use schema markup to associate yourself with your topics. Get your name and brand mentioned across platforms, not just linked. Google’s AI is building a mental map of “who knows what,” and you want your name or brand to appear in the right corners of that map.

Quick Reference: AI-Optimized SEO Playbook

The Future of Search Is Here

Google AI Mode isn’t just a feature, it’s the new foundation of search. As it rolls out across more users and regions, the digital landscape will shift accordingly. Brands, publishers, educators, and creators who adapt now, focusing on helpfulness, clarity, and AI-readiness, will thrive.

Search isn’t about links anymore. It’s about answers. Make yours count.