Google AI Mode Could Reshape Search: What SEOs Should Know

On May 20, Google introduced its new Google AI Mode for U.S. users, placing generative AI at the forefront of search results and fundamentally altering how information is displayed and prioritized.

The rollout has ignited urgent discussions within the SEO community, particularly around AI Mode’s dominance in search real estate and its impact on organic traffic. Early reports reveal that tracking clicks from AI-generated summaries remains impossible, leaving marketers in the dark about performance metrics . With features like **Deep Search** enabling complex analysis of hundreds of documents and experimental tools in Search Labs, AI Mode isn’t just an update—it’s a paradigm shift that demands immediate attention.

As Google doubles down on AI integration, SEOs must grapple with a landscape where traditional blue links are overshadowed by AI-driven modules, and visibility hinges on adapting to generative engines. The stakes are high: failure to optimize for this new reality could mean losing out on traffic, attribution, and competitive edge.

Rollout and Expansion Plans

The update is being rolled out to desktop and mobile users in the U.S., with plans for global expansion underway.

Understanding the Query Fan-Out Approach

A key feature of AI Mode is the “query fan-out” approach, where Google breaks down user queries into subtopics and conducts multiple searches simultaneously to deliver more comprehensive results.

Impact on Traditional SERP Links

For digital marketers and SEO professionals, the implications are profound. Traditional blue SERP links are being pushed further down the page, while AI-generated summaries and interactive modules now dominate above-the-fold (ATF) real estate.

New Features: Try It On and Deep Search

One notable feature, “try it on,” which requires users to opt in via Search Labs, allows users to visualize products directly from search results.

Another ambitious feature is Deep Search, designed to handle complex research tasks. By analyzing hundreds of documents, Deep Search aims to generate expert-level summaries.

Challenges for Content Creators and Attribution

This raises important questions for SEOs and content creators about how in-depth content will be surfaced, whether sources are properly attributed, and how this impacts site traffic.

Visibility and Measurement Concerns

A major concern at present is visibility and measurement. As reported by Ahrefs, clicks originating from AI Mode cannot currently be tracked in Google Search Console or analytics platforms.

Community Reaction and Publisher Frustration

The SEO community has been vocal about the challenges and uncertainties surrounding Google’s AI Mode rollout.

Lily Ray highlighted the growing frustration among publishers, noting that many see their content used in AI summaries without gaining expected visibility or traffic.

Uncertainty in Optimization Strategies

Aleyda Solis echoed concerns about the lack of clarity regarding how Google’s AI Mode selects featured sources, making it difficult for SEOs to optimize content for visibility in this new AI-driven search landscape.

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

AI Mode vs. AI Overviews

AI Mode represents Google’s latest advancement in integrating artificial intelligence into its core search functionalities. While AI Overviews, introduced last year, focus on delivering concise, conversational summaries to user queries, AI Mode takes this a step further by enabling more complex, multi-step interactions directly within the search interface. Unlike AI Overviews, which are designed to provide baseline information and quick answers, AI Mode leverages advanced reasoning and multimodal capabilities, powered by a custom version of Gemini 2.0, to handle intricate queries that require comparisons, analysis, and extended engagement.

The distinction between AI Overviews and AI Mode lies not only in complexity but also in the depth of user intent they address. AI Overviews are ideal for users seeking straightforward, digestible answers, while AI Mode caters to those who want to explore topics more deeply without leaving the search environment. This evolution reflects Google’s broader strategy to transition from traditional search paradigms to an interactive, task-oriented experience that aligns with modern user expectations. As AI Mode continues to develop, it is expected to redefine how users interact with search engines, offering a more dynamic and personalized experience.

Enhanced User Experience and In-Search Purchases

With AI Mode, Google is redefining user experience by allowing individuals to engage in more nuanced searches. Users can now ask longer, detailed questions, combine text with images, and even explore product discovery seamlessly—all without leaving the search platform. This enhanced functionality aligns with Google’s goal of transitioning from merely providing information to offering intelligent, task-oriented solutions that cater to diverse user needs.

Looking ahead, Google plans to integrate in-search purchasing capabilities, enabling users to complete transactions directly within the search experience. This shift underscores Google’s ambition to create a self-contained ecosystem that minimizes the need for users to navigate away from its platform. By combining AI-driven insights with e-commerce functionality, Google aims to streamline the user journey from query to purchase, setting a new standard for convenience and efficiency. For digital marketers, this development presents both opportunities and challenges, as they must adapt their strategies to align with this evolving search landscape.

Source Crediting and Publisher Opt-Outs

Google has acknowledged the importance of refining how sources are credited in its AI-driven features. However, recent revelations from court testimonies highlight a significant concern:

Google’s standard AI opt-out mechanism does not prevent its search-specific AI products, such as AI Overviews or AI Mode, from utilizing web content. For publishers who wish to block their content from being included in these AI features, the only option is to remove it entirely from Google Search via robots.txt—a move that sacrifices all visibility on the platform.

This lack of granularity in opting out has sparked frustration among publishers, who feel their content is being used without proper attribution or compensation. The issue raises ethical and practical questions about the balance between innovation and fair use, particularly as AI-powered search becomes more prevalent. Google’s ongoing efforts to refine source crediting mechanisms will be critical in addressing these concerns and maintaining trust with content creators. Until then, publishers and SEO professionals must carefully weigh the pros and cons of participating in Google’s AI-driven ecosystem.

Ongoing Uncertainty and SEO Adaptation

Although AI Mode is already reshaping the search landscape, many aspects remain unclear, creating challenges for SEO professionals and digital marketers. One major issue is the inability to track clicks originating from Google AI Mode, leaving SEOs in the dark about how their content performs in this new environment. Additionally, the way content is surfaced and prioritized in AI

Mode is not yet fully understood, making it difficult to adjust optimization strategies effectively.

As Google continues to refine AI Mode, SEOs must adapt by focusing on creating high-quality, authoritative content that aligns with Google’s emphasis on value-driven metrics like audience engagement and conversions. This ongoing uncertainty underscores the need for flexibility and innovation in SEO practices to thrive in an increasingly AI-powered search ecosystem. By staying informed and experimenting with new approaches, digital marketers can position themselves to succeed in this evolving landscape. The future of search is undeniably tied to AI, and those who embrace its potential while addressing its challenges will be best positioned to lead in this transformative era.

Shift in Measuring SEO Success

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

Google’s new documentation highlights a shift in how SEO success should be evaluated. As Aleyda Solis points out, Google now recommends that SEOs move away from a singular focus on visits and instead prioritize the overall value derived from search traffic, measured through metrics like conversions and audience engagement.

Best Practices for SEO in the Age of AI

Google’s advice for ensuring strong performance in AI experiences continues to emphasize SEO fundamentals: creating unique, valuable content that satisfies both search users and direct readers.

This includes providing an excellent page experience, ensuring content accessibility, matching structured data to visible content, and incorporating elements like high-quality images and videos.