Search Engine Optimisation Google's AI Search
Google introduces "AI Mode": What it means for websites
Google has introduced a new search mode: the "AI Mode". Instead of the usual ten blue links or expanded search results, Google now provides a direct summarised answer to the search query – created by Gemini, Google's Artificial Intelligence. The traditional result lists are being pushed to the side. The "AI Mode" is initially available in the USA and is set to be rolled out globally in stages.
Why this is important
As users now receive an answer immediately without having to click on a website, the motivation to view content on external sites decreases. The AI summarises the most important points, thus taking away the user's need to select, read, and evaluate search results. Those who only need quick information leave the search without clicking further.
What website operators can expect
The number of visits to many sites will decline. Especially for content that can be easily summarised: definitions, simple explanations, overviews. Those who are still clicked on often have particularly good content or offer something that the AI cannot provide. These visits are therefore of higher quality – but indeed rarer.
How companies and products remain relevant in search
1. Provide High-Quality Content
Uncover Hidden Data Treasures: Many companies have valuable data lying dormant in various systems – from CRM and support to product management and internal research. When this data is made accessible through interfaces and specifically prepared for content production, it results in content that is highly relevant and in-depth.
Build Content Authority: Those who regularly make such exclusive insights available position themselves as credible sources of information. Google (Gemini) recognises this quality, preferentially includes corresponding content in AI responses, and establishes the rare backlinks.
2. Emotional and Attractive Engagement
Storytelling and Brand Personality: Stories with emotional impact – such as customer testimonials or behind-the-scenes insights – extend their effect beyond mere information. Such content is rarely considered in AI-generated text responses.
Visual and Interactive Elements: Infographics, videos, or interactive tools convey complex topics clearly and remain in memory longer. These experiences strengthen the bond with the brand and provide added value that purely text-based responses cannot offer.
Conclusion
Google's AI Mode fundamentally changes user behaviour. Information alone is no longer sufficient. To maintain visibility and relevance, content with depth, uniqueness, and character is required. Those who want to appear in the "search results" today must provide more than just simple answers.