The announcement of Google’s AI Mode for UK searchers could be a watershed moment for SEO in the UK. Initially available as a “tab on your Search results page,” we will soon see how much appetite British searchers have for this new function.
For those of us working in SEO, AI Mode presents both a challenge and an opportunity.
Any big shift in Search presents a challenge, due to the uncertainty of how users will respond and how well reporting will be able to keep up. For all news on Google Search and Algorithm updates, check out our monthly blog series. We can estimate the impact on our websites and make predictions regarding how to track users’ interactions, but it will take months for us to have certainty. Tool providers will also need to adapt and change with the times, so we won’t necessarily be able to rely on old faithfuls for the services that we have always enjoyed.
It is possible (likely, even) that AI Mode will reduce organic clicks and further alter user behaviour in Search. However, stakeholders will still (rightly) need to understand the impact and the ROI of SEO, pressure for growth will remain, and we will need to move quickly to adapt to a changing landscape.
That being said, the challenge presented by AI Mode doesn’t mean that it is an existential threat to SEO. Instead, those of us working in Search, including marketing stakeholders who have a vested interest in multiple marketing channels, need to look for its opportunities. For example, I have already observed referrals from ChatGPT converting at a higher rate on clients’ websites than traffic from Google, Bing and Direct sources. Perhaps AI Mode will be the same.
It will certainly represent a new way to present our content, to reach our customers, and to bring together different organic channels. Google claims that its new feature is designed to be “truly multimodal”, so I expect to see an extension of Google’s multimedia Search results, where social posts, videos and images are common inclusions. We need to consider all of what our businesses have to offer, be that great content, engaging social content, and high-quality media. It presents an opportunity to attract new audiences early in their journeys and present our brands in new ways. It should also encourage us to prioritise user experience and to align with the search intent behind our target audience’s search patterns.
While clicks from AI Mode may be lower than traditional search, it will not prevent our brands from being seen, and businesses will ultimately still need to invest at some point due to the mass market reach that Google naturally offers. We need to remember that, whether it’s traditional or generative search, Google is still the market leader in this space.
Perhaps as a result of this, more top-of-funnel metrics such as Impressions and Share of Search may take centre stage across KPIs and reporting, providing a broader view of how our multimedia content can drive success. Let’s view AI Mode as an opportunity to engage those potential customers at multiple points in their journey, and get ahead of competitors by embracing the challenge, rather than running from it.
Time will tell whether AI Mode is good for our businesses or bad, but we guarantee failure if we refuse to engage with Google’s push into generative search. If you need further support on your SEO or anything covered in this blog, reach out to our team.
