Google's new AI Mode: How it changes your SEO game

Google has launched AI mode, changing how people search and how businesses get seen. This update has been in testing for a while, and now it’s here. It’s a big shift that will shape how you need to think about SEO and digital marketing.

Key takeaways

• Google’s AI mode changes how people find and use information in search.

• Fewer visible search results means websites will see less organic traffic from Google.

• Google aims to keep users on its platform by providing direct answers.

• Traditional SEO isn’t enough anymore, businesses must build authority across many platforms.

• Focus on topic domination and become the go-to authority in your field.

• Don’t rely on mass content production. Invest in high-quality, purposeful content that solves real problems.

• Optimise content for AI and language models, not just search engines.

Fewer clicks, less traffic to your website

Google’s new AI mode means fewer people will see your website in search results. Before, there were more listings and options for people to choose from. Now, Google only shows a few key results, and the rest of the information is displayed directly on the page. This means that even if your website shows up, people may not click through. Google’s AI answers questions right there in search, so there’s less reason for users to visit your site.

A closed system like social media

Think of Google like Facebook or other social media platforms. It wants to keep people on its site, not send them somewhere else. This means Google is becoming more of an answer engine, using AI to keep users in its ecosystem. For media publishers or listicle sites, this will hit hard. People searching for “best running shoes” or “Dublin SEO consultants” can find everything they need in Google’s AI answers. They don’t need to click through to your site.

Traditional SEO isn’t enough anymore

If your business relies only on getting clicks from Google’s organic search, you’re at risk. Google is showing fewer links and more direct answers. This shift has been happening slowly for years, but AI mode makes it faster and clearer. Instead of focusing only on Google rankings, you need to think about how you can be seen in other ways.

Own more real estate on Google and beyond

Google’s still the top search platform, but with AI mode, it’s harder to get seen there. So, the goal now is to show up everywhere you can. This means aiming for topic domination, not just search rankings. You want your business to appear in YouTube, LinkedIn, Reddit, and other places people search for information.

Topic domination beats ranking

Ranking in Google is only one part of the puzzle. You want to be the name that comes up everywhere people look. For example, if someone wants to know about AI SEO content creation, your brand should appear in videos, articles, podcasts, and social posts. That’s what true topic domination looks like, being seen as the authority across many platforms, not just in Google’s search results.

Omnipresent content builds trust

When you show up in lots of places, you’re seen as the go-to expert. This builds trust with people and helps you stand out, even if Google’s AI mode makes your website harder to find. Focus on being visible everywhere that matters to your audience, online and offline.

Focus on high-impact content, not volume

It’s tempting to just publish a lot of content to try to stay on top. But that doesn’t work anymore. If you’re creating content that AI can replicate in 10 seconds, it’s not going to stand out. Instead, focus on original content that people can’t get anywhere else. Think about how your content can solve real problems for your ideal customers. If it doesn’t have a clear purpose or goal, you’re just adding noise.

Quality over quantity

This isn’t just a saying. Quality content that takes real effort and insight will always win. It’s harder to make, but it builds long-term trust and authority. AI can’t create new ideas, it only reuses what already exists. That’s your advantage: original thinking, real insights, and deep understanding of your customers’ needs.

Tie content to clear goals

Every piece of content should have a clear purpose. Are you trying to get new customers, leads, or email signups? Are you hoping to get shares on social media or backlinks? If your content doesn’t have a clear goal, you’re wasting time and effort. It’s better to create one strong, purposeful piece of content than three that don’t go anywhere.

Content that solves real problems

Don’t create generic content just to fill your calendar. Create content that answers real questions and solves real problems. This is what will make you stand out from the crowd. Content that’s just a rehash of what’s already out there will be buried by AI tools. Content that shows your unique ideas and insights will stand out.

Think beyond SEO, optimise for AI

SEO is changing fast. Google isn’t a search engine anymore, it’s an AI system. The same is true for ChatGPT and other AI search tools. So, think about how your content can be picked up by these language models. Clear, simple writing and content that directly answers questions are key. These AI tools look for content that’s easy to understand and gives real value.

Stay focused on what won’t change

Trends in tech come and go, but some things stay the same. Being the trusted authority in your field will always matter. Creating original, helpful content will always matter. Solving real problems for your ideal customers will always matter. Keep these principles in mind as you create your strategy.

An AI SEO strategy for the future

To succeed now, you need a clear AI SEO plan. Don’t just sell a service or create random posts. Build a full digital strategy that helps your ideal customers and meets their goals. Think about how to package your expertise in a way that works across different platforms. Help people find you, trust you, and see you as the best choice, wherever they’re searching.

Final thoughts

Google’s AI mode is here, and it’s changing how people find information online. But the core principles haven’t changed. Create quality content that solves real problems. Show up across different platforms to build your presence. Think about the long-term, not just the quick win. With this approach, you’ll be ready for whatever comes next in SEO and digital marketing.

FAQs about Google AI Mode

1. What is Google AI Mode?

Google AI Mode is a new feature that uses artificial intelligence to directly answer user questions on the search page. This reduces the number of traditional links shown and can limit traffic to websites.

2. Will my website still get traffic from Google?

Possibly, but less than before. Even high-ranking sites may see fewer clicks because users get the answers they need directly from Google’s AI.

3. Should I stop focusing on SEO?

No. SEO still matters, but it should be one part of a broader strategy. Think about presence across multiple platforms and how to dominate your topic.

4. What kind of content still performs well?

Content that offers unique insights, real experiences, or deep expertise. Focus on quality, originality, and content that AI can’t easily replicate.

5. Is listicle content still effective?

Not in most cases. Google’s AI summarises these types of content and answers the user’s question directly. Listicles often no longer bring in traffic.

6. How can I build authority if Google limits my reach?

Expand your content to YouTube, LinkedIn, podcasts, and newsletters. The more places you appear, the more trust and visibility you build.

7. What does “topic domination” mean?

It means being seen as the go-to expert on a topic across many platforms. Not just ranking on Google, but showing up in videos, articles, and social feeds related to your expertise.

8. Should I still publish content regularly?

Yes, but only if it has a clear purpose and value. Publishing just to keep a schedule no longer works. Each piece should aim to achieve a specific business goal.

Ready to adapt your AI SEO strategy?

If you’re feeling stuck or unsure how to adjust your SEO and content for Google's new AI Mode update, I'm here to help. I’ll work with you to find the right AI SEO approach for your business so you can keep growing your traffic and stay relevant.