What are the benefits of using Google AI Mode?

 

Author: Ryan Walsh
Date: 25/07/2025
Subject: AI | Google AI Mode

 

We’ve all done it, that’s asked Google a question and then opened countless pages to find the answer we want.

This can sometimes feel as though it takes an absolute eternity to reach the section of an article that we want to read to find an answer.

Therefore, it can sometimes take a considerable amount of time to work through the results and find the answer we are looking for.

Sometimes, only finding the answer we wanted after visiting, say, the third website.

 

In SEO circles, this is known as “pogo-sticking”.

 

Pogo-sticking refers to the behaviour of a shopper who bounces from one page to another in the search engine results pages (SERP’s). Put quite simply, this can seem like hard work for the customer, and it can also result in a lot of wasted time.

This is why AI is helping to simplify things, saving time and effort, and reducing the need for pogo-sticking altogether.

Google AI Mode is providing more tailored responses, with the added benefits of “query fan out”, meaning the shopper can ask follow-up questions.

Then there’s Google AI Mode, which answers questions directly in the SERPs.

 

Google’s Gemini + AI Chatbot = Winning formula

Have you been optimising your company website for long enough to remember when the Google Hummingbird Update was rolled out?

Google Hummingbird made the search results a lot more precise; (like a hummingbird obtaining its food in flight), you might describe the SERPs after Google Hummingbird’s update as being more tailored to what you want, more focused, and a lot more accurate.

Shoppers could find what they wanted to buy or learn more about a lot faster.

 

Enter Google Gemini

 

Well, Google’s Gemini now takes things to a whole new level, an entirely new level than the Google Hummingbird update.

Google Gemini is like a Hummingbird that’s had too many energy drinks; it’s fast.

 

Blink of an eye

Queries are answered directly in the SERP’s; complex questions (search strings) are responded to in the blink of an eye.

Not just by throwing a relevant answer at you that has been lifted from a company’s website, no.

Instead, a “synthesised” answer is formed, pulling useful information to answer that query from multiple sources.

 

What is a synthesised answer?

A synthesised answer is simply a response/answer where Google has offered a tailored response after considering responses from multiple sources.

For example, to answer a question about sports, Google may use Sky Sports, CNN, and perhaps an article from The Guardian newspaper to offer a very accurate answer. The advice is then blended from all those different media websites to form an answer in what’s often a paragraph or less. This can form a Google AI Mode response or a Google AI Overview answer.

 

The result?

A very bespoke, accurate and fast response.

 

What’s the benefit to the customer?

• Less time pogo-sticking around the organic results to find an answer
• Direct answer
• Saves a lot of time

 

Disadvantages to businesses and marketing companies

• Rise in zero-click searches
• Much more competitive now to get organic visitors
• Reliant more on your business being cited as a citation of, say, an AI Overview answer.

 

What are the other benefits of using Google AI Mode?

Google’s AI mode enables shoppers to use a conversational approach to gain answers.

This essentially allows you to ask follow-up questions (query fan-out), allowing the shopper to ask follow-up questions rather than “pogo-sticking” to find an answer.

What does this achieve?

Let’s give you an example.

“I want to buy an e-bike”

Follow-up question to Google AI Mode: “Which e-bikes can be used on UK roads without a bike license?”

Follow-up question to Google AI Mode: “Which bikes have the best range from the e-bike battery?”

 

How can I start using Google AI Mode?

Google AI Mode has been rolled out in the United States to some users. However, it will be rolled out globally. It’s therefore just a matter of time before more shoppers in the U.K. start using AI Mode.

At this moment in time, you have to enable AI mode in Google’s Search Labs and be signed into your Google account.

Could you tell me more about the mechanics? How does Google AI mode work?

It’s like having a shopping assistant, which is thanks to Google Gemini being integrated into Google Search.

Let’s imagine using Google a bit like when you’re shopping for clothes in an actual department store, such as John Lewis, for a second.

With traditional Google, using the 10 blue organic links is like roaming the store yourself and finding what you want, such as locating that pair of blue jeans out of the vast range the shop offers.

 

Faster

Now, with Google AI Mode, it’s like always having a shopping assistant by your side.

This way, you can locate what you want more quickly.

Not just that, you can refine the search just the same way you would if you were talking to a sales assistant.

For example, you could ask, “Okay, what about shoes to go with that dress?” and so on.

 

Follow-up questions

Being able to ask follow-up questions using Google AI mode is the real game-changer. That is what is changing SEO.

 

 

Google AI Overviews

What’s interesting is that a shopper no longer needs to use Google AI Mode to receive an AI response.

The reason for so many queries is that Google will serve a Google AI Overview answer.

Now, this is simply a “synthesised answer,” meaning that the answer is a mash-up of advice pulled from different websites, then combined to provide a very tailored response.

 

How should businesses adapt their marketing for Google AI Mode

In reality, here’s the funny thing: you don’t have to change anything if you have been following white hat guidance.

Google still wants top-quality content marketing and links; therefore, if you have been writing top-quality content marketing, you should be fine.

However, here are some of the areas you should concentrate on if you want more visitors from Google AI Mode:

 

Google E-EAT and being as helpful as possible

The Google Helpful Content Update, along with Google E-EAT, made it as clear as day that Google wants top-quality answers / content marketing created.

Don’t, therefore, just write content marketing that’s “alright”-you now simply have to knock it out of the park.

So, this is the advice we always tell businesses time and time again: better utilise the expertise you have within your company.

For example, within your company, there will be product experts. Ensure that these experts collaborate with your external marketing company. This collaboration can involve working with copywriters to produce high-quality content marketing that clearly indicates it was written with the assistance of an experienced and expert on that particular product.

This will shine through; Googlebot will instantly know that the author is an expert or has worked with an expert when writing about a product.

The guides should also be helpful, and consider using more long-form content marketing to ensure that you provide a detailed answer.

 

Authoritative

Links still matter, so build quality links.

 

Conversational

Write your main pages and blog posts in a conversational tone.

For example, using questions customers often ask and then answering them to the best of your ability.

If a shopper can find an answer to a question on that page or another page on your website, they are less likely to leave, which reduces the company’s bounce rate.

 

U.X

Offer a good UX.

Make your website fast, simple to use, and helpful.

 

How can we help?

Walsh & Partners is a leading SEO agency based in the vibrant city of Cardiff. We can work with you to improve your local SEO, organic SEO, and enhance your visibility in LLMs, as well as in Google AI Mode.

We are among the best in our field. Come to the experts – come to Walsh & Partners.