AI Mode Is Live: What Google’s Biggest Search Shift Yet Means for Digital Marketing

Yesterday at Google IO, Google officially rolled out AI Mode to everyone in the US. AI Mode is a blend of traditional search results with a much more ChatGPT-like interface and allows users to ask very detailed queries and ask follow up questions. Users in the US currently have to opt-in, and it’s one of the tab options after a regular Google search – but we believe this will eventually be the default version of Google globally.

It’s a huge shift, and we expect it to change how people search. One major trend we’re anticipating is a rise in very long-tail queries. With AI able to handle much more complex queries, we think there’ll be many more varied questions and fewer ‘classic’ keywords. We also think users will start doing more of their research directly on Google within AI Mode. That might mean less traffic coming through to your site from search, but we don’t think it’ll lead to fewer conversions overall. If anything, users will arrive on your site further along in their decision-making, so while traffic might dip, the people who do click through will be more ready to convert.

While it’s a big change, we think it’s the fundamentals that still matter – having a site that has strong technical foundations, having high quality backlinks, and – because it’s so AI-driven – having lots of brand mentions across the web, that mention you in the context of your category or topic. We think Digital PR is the best way to build both links and brand mentions online, and when combined with strong technical SEO and a fast, user-friendly site, it forms a strategy that works for Google today and where it’s likely heading. We’re keeping a close eye on how AI Mode is developing, and we’re already adapting our approach – using AI where it can make our work sharper, finding new ways to earn coverage and brand mentions, and helping you build a brand that people actively look for.

We’re already evolving our approach – and we can help you do the same. Get in touch to find out how.