Google’s new ‘dual mode’ search experience, officially launched in the UK on 28 July 2025, is rolling out now. You’ve probably seen “AI Mode” as a separate tab or option within Google Search, both on desktop and in the Google app for Android and iOS.
The long-term popularity of this new feature has yet to be seen – according to 2025 research from KPMG, 72% of people in the UK say they’re unsure AI generated content can be trusted, plus no-one ever actually complained about traditional search – but Google, because it’s Google, is doing it anyway.
The rise of GEO & the reality of AI search
From a digital marketing perspective, although ‘GEO’ (Generative Engine Optimisation) is now a burgeoning industry, the fact remains that AI generated results are designed to keep people within the search results, not send them to a website. So, in terms of actual conversions – which is the whole point of SEO and all digital marketing – pouring hours of time and money into optimising for AI results is unlikely to yield a decent ROI. It’s never been more important to have a diverse digital marketing presence. More on this below.
AI search still runs on traditional SEO foundations
When it comes to optimising for this shiny new AI mode, it’s pretty much business as usual. AI search results may look different, but they’re drawing on the same elements as traditional SEO. So, provided you have the following covered, this new AI mode shouldn’t require a drastic change in your digital marketing strategy.
- Authoritative, in-depth content that’s genuinely useful to users.
- A clear structure with a hierarchy that bots can understand: one main (h1) heading, clear sub-headings (h2) and concise paragraphs that are easy to read online (and allow for lovely, convenient little snippets that can be displayed directly in the SERPs without users needing to go ALL THE WAY TO YOUR WEBSITE to find the information they’re looking for).
- If you’re a local bricks and mortar business – proper local schema markup and presence across Google and Bing Business, as well as other local online portals. Humans, for the most part, do not use Yelp or Foursquare, but bots do.
- For ecommerce – make sure you’re taking advantage of all Merchant Centre features and your product data is complete.
- FAQs and – if you’re creating a guide – clear, detailed steps for users to follow. Think about other questions people might have around that topic, and answer them (or write another blog and link to it). Internal linking has always been key for SEO; now it’s more important than ever: if someone actually does click through from an AI result, you want to do everything you can to keep them on your site and drive meaningful action.
Written content still matters
Use diverse media, but don’t abandon written blogs. Make sure you’re creating short and long-form video content that covers a combination of specific customer questions – “which cockapoo variety looks best in a Victorian town house?” – and general ones – “how do cockapoos use Instagram?” And use the video transcript to create a written article as well – miraculously, people do still like reading stuff online.
Upload videos on YouTube for ranking, and to Vimeo so they actually look nice.
SEO vs GEO: the work hasn’t changed; the results have
When it comes to SEO and GEO, the work is the same: it’s the results that are different.
Although you’ll see lots of headlines telling you ‘traditional SEO is no longer enough’, actually – for the most part, it is. From a digital marketing perspective, in fact, the headline should be: “Google is no longer enough”.
2025 data from Forbes found that roughly 60% of searches now yield no clicks at all, due to the advent of AI results in the SERPs. So, before you start measuring exciting new metrics like AI Answer Inclusion Rate, Attribution Frequency and Featured Snippet Retention, remind yourself why you built your website in the first place. To connect with and convert your target audience, right?
Go where your customers are
My advice, and the path I’m taking with my clients, is to go to where your customers are. It’s no longer safe to assume a) they’re searching Google and b) if your site shows up in the SERPs it will generate a click.
- Make sure your teams are active on forums relevant to your industry, as well as specific threads on Reddit, Lemmy etc.
- As the option for traditional search is removed, organic social media – traditionally something of an ROI black hole – offers you an opportunity to authentically engage with new and existing customers; to answer questions and build and maintain a community.
- Paid social media advertising provides an opportunity to connect with new customers.
- The importance of your email list in building connection, repeat sales and brand loyalty can’t be overstated.
Don’t be the dog chasing the AI car
Above all, remember that the point of all digital marketing is conversions and connection, and a platform that offers neither is not worth your investment. Don’t be the dog chasing the AI car.
If you’re already a Flistro client, I’ve got you covered. If you’re not, and you’d like some advice, don’t hesitate to get in touch.
