Google's AI Mode is Here for Search Results: What Small Businesses Need to Know About SEO in 2025

Google has just initially rolled out a major update in the US, integrating its powerful Gemini 2.0 AI model into search results. This means search results are becoming even more AI-driven, conversational, and dynamic, impacting how businesses get found online. If you’ve already noticed Google’s AI-generated answers in search, things are about to go even further.

For small businesses, this is a significant shift in SEO. AI-generated overviews are now appearing above traditional search results, meaning fewer people may be clicking through to websites. Additionally, Google’s new AI Mode allows users to interact with search results more conversationally, similar to AI chatbots like ChatGPT. Unlike AI Overviews, AI Mode is available for all search queries and lets users ask follow-up questions, fine-tune results, and get more detailed insights.

Google currently holds a 93.57%search market share, but AI search is growing rapidly, particularly among younger users. Recent data shows that generative AI referral traffic increased by 123% between September 2024 and February 2025. As search behaviour shifts, businesses must adapt to ensure they continue to attract traffic and leads from Google.

1. More Research & Expert-Level Content - AI-powered search is designed to answer complex queries. This means businesses need to invest in well-researched, expert-level content that goes beyond surface-level information and focuses more on granular queries. 

2. Conversational Content Wins - AI Mode is more conversational than ever, so content should be written in a natural, question-and-answer format, similar to how people actually search online. Adding FAQs to key pages will be critical for ranking, think about what your customers are searching when looking for businesses in your industry.

3. Schema Markup & Rich Snippets Matter More - Structured data, such as schema markup, helps Google understand your content better. Implementing rich snippets (reviews, pricing, FAQs) will help increase the chances of your content appearing in AI-generated answers.

4. Focus on Local SEO & Google Business Profile (GBP) - For small businesses, Google Maps and GBP will be more important than ever. As AI-driven search reshapes results, local businesses need to fully optimise their GBP listings, ensuring they:

   • Have up-to-date business hours, contact details, and services

   • Maximise on all field opportunities - Multiple categories, product/services, Q & A  (if you haven't had us review this for you, reach out to your consultant to book in a review)

   • Are building out a process to collect and respond to customer reviews, this can be done via automated emails or SMS

   • Regularly post updates and photos /videos

5. Diversify Online Presence - With organic search results being pushed further down the page, businesses should leverage:

   • Google Business Profile for local leads

   • Video content (YouTube, Shorts, Reels) to engage audiences

   • Social signals (Reddit, Quora, Social Media engagement and Discord) to boost authority & brand awareness

6. Trust Signals & Authority Matter More - Google’s AI is prioritising experience, expertise, authority, and trustworthiness (E-E-A-T). To stay competitive:

   • Build credibility with authoritative backlinks

   • Ensure content is fact-checked and cites reliable sources

   • Maintain an active online presence across multiple platforms

   • Speak from a point of experience rather than a top-down perspective

Google Ads will continue to play a critical role in search results. With Google generating over $162 billion annually from ads, they have a strong incentive to maintain ad visibility in AI-driven search results. If Google Ads already works for your business, this is the time to maximise its potential by:

• Refining your ad targeting and audience segmentation

• Testing AI-optimized ad copy to align with AI-generated search results

• Increasing investment in Google Search and Local Services Ads to ensure visibility despite changing organic rankings

While AI-driven search may impact organic clicks, paid ads will remain a strong presence in Google results. Businesses that strategically invest in Google Ads alongside SEO will have a greater chance of maintaining visibility and attracting leads.

Google’s AI Mode is a major shift, and while it may reduce traditional website clicks, it also presents opportunities for businesses that adapt quickly.

• Prioritise conversational, well-structured content

• Implement schema markup and optimise snippets

• Strengthen your local presence through your Google Business Profile

• Use FAQs and long-form content to answer search queries effectively - add these to each of your product/service pages and more...

• Diversify your digital marketing efforts beyond search rankings, investigate Google Ads if you have not done so previously (reach out to your local consultant to investigate whether it would work for your business, in your location)

• Maximise Google Ads to maintain visibility in search results

This is just the beginning of AI-driven search. As we learn more about these changes, we will update this content with new insights and strategies to help your business stay ahead.

Do you have questions about how to adjust your SEO or Google Ads strategy? Get in touch with us today!
 

Source:  Google Announcement