Google AI experiences: AI Overviews, AI Mode & Gemini

We’ve been optimising for Google's AI algorithms for years, from foundational ranking systems to the new generative 'answer layer' reshaping search

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Brands cited by Google's AI gain trust, qualified traffic and conversions

The underlying tactical foundations of SEO haven't changed: Great brands, great content, good technical footings, strong marketing and engaging UX will still take the gold. The evolution is taking place in the strategies and measurements, driven by shifting user behaviours and new datapoints. Many websites are losing traffic as users find their answers without clicking, but the brands featuring in those AI answers gain authority, trust, and qualified traffic, in many cases leading to improved conversion rates for the users who do click. This is a winner-takes-all environment where strategising for topical dominance through citations and mentions is a new frontier.

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Google AI SEO

Traditional SEO signals remain the foundation of visibility in Google’s AI-driven search experiences. As with mobile SEO, SERP feature optimisation, image SEO, and ecommerce SEO, the emerging niche of Generative Engine Optimisation (GEO) is simply another consideration within an already multifaceted strategy.

Optimising for AI Overviews and AI Mode is now just a part of SEO... viewed through a particular lens, built on different datapoints, and aimed at specific outcomes.

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AI Overviews

AI Overviews are the most prominent feature of Google's new search experience. They are dynamically generated, multi-source summaries that appear at the top of the search results.

AI Mode

Beyond a single summary, AI Mode takes the AI Overview experience and presents it as conversational, context-aware chat interface. For more complex or exploratory searches, the entire SERP can be restructured into AI-generated categories and logical steps.

Gemini

Millions of searchers are now getting answers and product recommendations directly from AI, bypassing websites. The Problem? These AI answers are often compiled from multiple sources, potentially including negative reviews, outdated information, or competitor propaganda.

Agentic Search

Agentic search is the next frontier, where AI moves from answering questions to accomplishing tasks. Think of a user asking Google to select and buy products, make table reservations, or even book entire holidays. This places a new emphasis on technical SEO, API integration, and machine-readable data to eliminate friction and ensure AI agents can interact and transact directly on your site.

Generative Engine Optimisation