Google’s AI Mode Reshapes Online Brand Promotion: A Fundamental Shift in Search

By Rakesh Raman
New Delhi | August 20, 2025

The full rollout of Google Search’s AI Mode in July 2025 represents a fundamental shift in how brands can be discovered and promoted online. This new end-to-end AI search experience, powered by models like Gemini, transforms the user journey from simple keyword queries to rich, conversational, and personalized interactions. For big brands, small businesses, and the SEO agencies serving them, understanding this new landscape is critical for maintaining and growing online visibility. The launch of AI Mode is a clear signal that the future of search is conversational and intelligent.

The era of a single, top-ranking “blue link” as the sole objective is over, as AI Mode changes the user journey entirely. One of the most significant changes is the implementation of the query fan-out technique. When a user enters a complex question, such as “What is the best type of insulation for a home, and what are the benefits for my utility bill?”, AI Mode does not search for that exact phrase.

Instead, it breaks the query into multiple related sub-queries, such as “types of home insulation,” “insulation R-value,” and “how insulation affects energy savings,” and then searches for these sub-queries simultaneously. This allows the system to synthesize a more comprehensive, multi-faceted answer from a wider range of sources, thereby increasing the chance for authoritative content to be cited in an AI-generated answer.

Google Search AI Mode

Furthermore, AI Mode now understands the full context and user intent behind complex, multi-part questions asked in natural language, moving beyond simple keyword matching. The system also provides a comprehensive, AI-generated summary at the top of the search page, often with a chat-like interface for follow-up questions. This means a brand’s content can be cited and presented as part of a direct answer, even if it is not the #1 organic result. Moreover, the search experience is no longer limited to text; users can employ voice or images via Google Lens to ask questions, opening new avenues for brands to be found through visual and audio content.

The traditional SEO playbook requires a significant update, as the focus must shift to content quality and authority, even though technical SEO and foundational elements remain important. Topical authority is key under AI Mode, which prioritizes content from brands that demonstrate deep expertise and a comprehensive understanding of a subject. SEO success now hinges on creating high-quality, in-depth content that covers all related sub-topics, rather than just single articles.

Content Quality for AI SEO

For effective synthesis by AI, content needs to be well-organized and structured content is a must, utilizing clear headings (H2, H3), short paragraphs, and bullet points to enhance scannability for both users and AI. Additionally, Google’s core quality principles—Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)—are more critical than ever. Content must be original, reliable, backed by verifiable data, and showcase the author’s credentials to build industry reputation.

This new search paradigm offers distinct advantages for brands that adapt their strategies. Due to the query fan-out technique, a brand’s content can be cited in an AI-generated answer if it ranks for one of the sub-queries, even if it is not the top organic search result for the primary query, leading to increased brand visibility.

This places the brand directly in front of the user, enhancing awareness and credibility. While AI Mode may lead to fewer top-of-funnel informational clicks, the clicks received are likely from highly qualified, motivated users who have already received a comprehensive summary and are now seeking deeper engagement with an authoritative source, potentially leading to higher conversion rates.

Furthermore, AI Mode can level the playing field for small businesses and brands in specialized industries by rewarding a focus on topical authority over simple keyword ranking. By creating highly specific, unique, and authoritative content within their niche, they have a stronger chance of being referenced compared to the competitive traditional search landscape.

AI Techniques for SEO Agencies

To thrive in the age of AI Mode, businesses and SEO agencies must take several key actions. It is essential to audit existing content for topical depth, structure, and E-E-A-T signals to identify gaps and opportunities for creating more comprehensive, authoritative resources.

Businesses must also rethink their metrics, moving beyond traditional SEO Key Performance Indicators (KPIs) like organic traffic. Instead, they should track new metrics such as brand mentions, citation volume in AI Mode, and the quality of clicks (e.g., time on page, conversion rate) to gauge success. Expanding content strategy to include high-quality images, videos, and audio is crucial, as is ensuring these assets are discoverable and aligned with textual content to capture a wider range of AI-powered searches.

Finally, strengthening online brand presence by seeking mentions in industry publications, participating in forums, and encouraging customer reviews is vital, as AI Mode draws from a broader range of signals to determine authority. Brands that understand this shift and invest in creating authoritative, people-first content are best positioned to thrive in this new era of search.