You may notice a new, leftmost ‘AI Mode’ tab when searching on Google. Expect it to replace the standard search experience soon.
One of the first major changes, related to AI Overviews (AIOs) as well, is that sites receive far fewer clicks as users get answers directly in search results.
Early studies show clicks dropping as much as 30-40%, especially for those relying on informational queries. This is affecting the whole ecosystem and, in many cases, isn’t due to competition (as some recent clients & prospects have feared).
AI Mode also introduces a much greater level of personalization; rankings shown in toolsets assume no search history.
Legacy analytics will become less reliable, so tracking metrics like impressions in GSC, which represent citations in part, will help measure visibility in a zero-click world.
Here are some other early action items for digital marketers:
1. Audit your company’s off-site presence: review sites, press releases, industry lists. Revise copy you control with SEO in mind like keyword use to support topical authority. Do on-page SEO for off-page SEO.
2. Consider your About page: Google now pulls from previously non-SEO’d pages like these to describe your business. Be clear over creative.
3. Search for your brand in AI Mode: see what appears, ensuring it reflects your messaging. This might require outreach to prominent sites for changes. View competitor sources for opportunities.
This new way of searching is reminiscent of the blackhat SEO days… manipulation can work in the short term. For example, SEOs are creating LI content to generate favorable comparisons in AIOs, since Google presently overvalues high authority domains with UGC.
Up-to-date SEOs can meet the challenges, but the shift will be massive… stay tuned!