Beyond blue links: SEO and GEO in Google’s AI Mode

The digital search landscape is undergoing a profound transformation with the introduction of Google’s AI Mode. Launched in May 2025, this experimental AI-based search function replaces the traditional blue links with AI-generated summaries, providing users with direct answers to their queries without requiring clicks through to external websites. This zero-click search experience marks a pivotal shift in how information is accessed and consumed online.

As AI Mode gains traction globally, expanding beyond the US and India to countries like Germany, Austria, and Switzerland, it is reshaping search behavior and expectations. Users are increasingly valuing concise, conversational, and multimodal responses facilitated by advanced language models like Google’s Gemini 2.0/2.5. This evolution compels businesses and marketers to rethink their strategies, focusing on new optimization techniques tailored to AI-driven search environments.

The Shift from Traditional SEO to Generative Engine Optimization (GEO)

Traditional SEO, long centered on optimizing for keyword rankings and blue-link visibility, is being redefined by the emergence of AI Mode. Instead of merely targeting search engine algorithms, content creators must now optimize for AI systems that generate answers by synthesizing data from multiple sources. This new practice is known as Generative Engine Optimization (GEO).

GEO emphasizes crafting high-quality, authoritative content that AI engines prefer to cite, favoring earned media and credible sources over brand-owned content. This shift requires a deeper understanding of how AI models select and integrate information, encouraging creators to build trustworthiness and relevance within their niches.

The GEO market reflects this growing importance, valued at $886 million in 2024 and projected to surge to $7.318 billion by 2031. As AI continues to dominate search experiences, adopting GEO strategies will be essential for maintaining digital visibility and influence.

AI Mode’s Impact on User Behavior and Click-Through Rates

One of the most immediate effects of AI Mode is the significant decline in traditional click-through rates. By delivering direct, AI-generated answers, users often find the information they need without visiting individual websites. Businesses, especially in regions like Australia, have reported reduced organic traffic as a result.

However, this does not signal the end of engagement but rather a shift in how it is measured. Metrics like impressions within AI panels, dwell time on AI overviews, and assisted conversions are becoming more relevant indicators of user interaction. This evolution challenges marketers to develop new KPIs aligned with AI-driven search dynamics.

Moreover, the zero-click phenomenon urges businesses to rethink their digital strategies, focusing on enhancing their authority and presence within AI-generated responses to capture indirect traffic and brand awareness.

Leveraging Multimodal Inputs and AI-Powered Search Features

Google’s AI Mode supports multimodal inputs such as text, voice commands, image uploads, and even PDFs, enabling a more interactive and versatile search experience. This capability aligns with changing user behaviors, where the demand for conversational, visual, and real-time information is increasing.

Integration with Google’s Knowledge Graph and Shopping Graph allows AI Mode to provide comprehensive and context-aware answers, enhancing the depth and relevance of responses. Users benefit from a seamless experience that combines factual data, product information, and personalized insights.

For content creators and marketers, this means optimizing content not only for textual relevance but also for structured data and semantic HTML. These elements help AI systems better understand and surface content, improving the chances of being included in multimodal AI summaries.

Building Authority and Trust in the AI Search Ecosystem

AI Mode demonstrates a strong preference for authoritative and earned media sources when generating citations. This behavior underscores the importance of building genuine authority and credibility online. Brands and local businesses need to invest in quality content and trustworthy digital footprints to be favored by AI-generated answers.

Ensuring accuracy and reliability of information is paramount, as users increasingly rely on AI summaries for quick insights. Google is actively working to include more source links within AI Mode responses to enhance transparency and user trust. This initiative helps users verify information and explore topics further if desired.

For local SEO, this shift means that businesses must focus on strengthening their online reputation, engaging with community platforms, and maintaining consistent, authoritative listings to appear in AI-generated local results.

Monetization and the Future of Advertising in AI Mode

Monetization strategies are evolving alongside AI Mode. Google plans to integrate advertisements labeled as “Sponsored” underneath AI-generated answers. This approach represents a new advertising format within AI-driven search experiences, blending user assistance with commercial intent.

This shift challenges marketers and advertisers to rethink placements and messaging, optimizing for visibility in AI-generated contexts rather than traditional search result pages. The blending of ads with AI summaries may affect user perception and engagement, necessitating careful strategy development.

As AI Mode continues to expand globally, advertising within this environment could become a major revenue driver, influencing content monetization and marketing approaches across industries.

Adapting to the New Metrics and Measuring Success in AI Mode

With AI Mode prioritizing direct answers over click-throughs, traditional SEO metrics like CTR and ranking positions become less relevant. Instead, new metrics such as AI panel impressions, user engagement within AI overviews, and assisted conversions are gaining importance.

Businesses and SEO professionals must adopt analytics tools and frameworks that capture these novel interactions to accurately assess the impact of their content and campaigns within AI-driven search. Understanding user behavior in this context is crucial for refining strategies and maintaining competitive advantage.

Additionally, monitoring citation frequency and the quality of source inclusion within AI-generated responses can offer insights into a brand’s AI visibility and authority.

Google’s AI Mode signals a fundamental shift in the search ecosystem, moving beyond the traditional blue link model to AI-generated, conversational summaries that cater to evolving user expectations. This transformation demands new optimization approaches, such as Generative Engine Optimization (GEO), alongside a focus on authoritative content and structured data.

As AI Mode continues to expand globally and integrate multimodal capabilities, businesses must adapt their SEO, content creation, and monetization strategies to thrive in this new paradigm. Embracing GEO, enhancing trustworthiness, and leveraging new engagement metrics will be key to succeeding in the AI-powered search landscape of the future.