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SEO in 2025: How Google AI Mode Is Reshaping Search and Rankings

[ BLOG ]

Table of contents of the article

Search Results With AI Mode

What Is Google AI Mode

Comparison Of AI Overviews And AI Mode

How Google's Innovation Will Affect SEO

SEO Adaptation Checklist 2025

Traffic Forecasts Under AI Mode

If you follow digital and marketing news, you’ve probably heard about Google’s AI Overviews — and maybe it’s caused you some concern. If you haven’t encountered this technology yet, now is the perfect time to pay attention. Because on May 20, 2025, something happened that marketers will remember as the birth of a new era.

Google officially launched AI Mode — and it was a turning point that radically changed the approach to search engine optimization. Does this mean the end of traditional SEO, which we’ve become accustomed to over the past decades? Or is it not so clear-cut? We offer to consider the situation objectively — with numbers, practical examples, and clear conclusions.

Search Results With AI Mode

Official Google blog

Up until now, there have already been some difficulties with AI Overviews — short AI summaries that Google displays on top of search results. We already wrote about how this led to a 34.5% drop in organic traffic to US sites by more than a third.
But on May 20, Google switched to the next gear — AI Mode, and this is not just “another experiment.” This is a full-fledged new search layer, where:

there are no blue links (well, almost);

the content of your site is condensed;

the link is a tiny gray icon after the answer, and not a noticeable title;

Google advertising and Google Shopping are already built in.

Welcome to the future, where your site can get into the search results, but remain unnoticed.

What Is Google AI Mode

Demonstration of AI Mode

AI Mode is a search engine mode that gives you answers based on the content of sites (like ChatGPT).

The user asks a question — AI (the Gemini 2.5 model is currently used) gives a ready-made, structured and often very useful answer. And without the need to click anywhere.

Examples:

You ask: "How to choose a ski jacket?" — you get a comparison table of brands, characteristics, recommendations.
Or "Effective promotion on Instagram in 2025" — AI will offer a strategy, coverage, relevant formats, tips on Stories and Reels.

This is no longer just a "search", this is an AI assistant. And if you used to go to ChatGpt with such questions, then soon, apparently, you will stop. And it will work — not always perfectly, but already well enough for users to remain within the Google ecosystem.

Comparison Of AI Overviews And AI Mode

Animation comparing AI Overviews and AI Mode

AI Overviews — this was the first step: simple summaries of content from websites, short and static.

AI Mode — the second step:

A separate search tab (not by default yet, but the trend is obvious);
The format is closer to ChatGPT or Perplexity — interactive and dialog;
The ability to ask clarifying questions, rephrase, develop a request;
Works on the basis of a powerful LLM;
Already includes new generation tools: Deep Search, Project Mariner, Search Live.

What's the point?
AI Mode is no longer just a search result. It is a full-fledged user interface that claims the most valuable thing in the work of professional advertising agency and marketers — the attention of the audience.

How Google's Innovation Will Affect SEO

1

Organic CTR will continue to fall.

If earlier you could count on at least 5-10% of clicks, now:

The user can get an answer without opening the sites;

Your link may be invisible or not appear in the search results at all;

Even the top 1 does not guarantee a click.

💡Reality: Google has become an "aggregator site" that keeps traffic for itself, rather than sharing it.

2

Reference/informational content is under threat.

The following have suffered and will continue to lose their relevance:

Recipes, how-to, FAQ, instructions;

Product comparisons;

Reviews and analytics.

AI can compress and retell such materials with flying colors. Why should users click on websites if AI immediately provides all the necessary information? Content marketing is changing rapidly.

3

GEO — a chance and a threat at the same time.
Generative Engine Optimization (GEO) — a new playing field:

We optimize not for keywords, but for the structure of the AI response;

We simplify, make texts as clear as possible;

We use lists, tables with text values, visual accents.

💡Quick adaptation — a chance to hold attention and increase coverage. And by the way, Google itself states that the main factors influencing getting into the search results are “facts about the real world,” personal human experience, and a number of other factors.

4

Artificial intelligence increasingly prioritizes those who are trusted:

Recognizable and strong brands;

Trusted sources with a reputation;

Expert content with a clear author's position, experience and specifics;

Social signals: engagement, mentions on Reddit, Facebook, LinkedIn and other platforms.

What does this mean for us?
Working on brand awareness, reputation and expertise is becoming a critical part of promotion.

SEO Adaptation Checklist 2025

Here's what we'd recommend everyone do right now:

1

Focus on E-E-A-T:
💡Experience, Expertise, Authoritativeness and Trustworthiness.

Show expertise: photos, videos, author's name, experience;
Add sources;
Don't hide useful information behind introductory paragraphs.

2

Update content:

Check old articles;
Add structure, lists, bullet points;
Simplify the language, remove unnecessary information and speech patterns;
Add personal comments, marketing promotion cases.

3

GEO as a new reality:

Test: does your site fit into AI Mode;
Adapt content to answers - short, concise, with facts;
Use Schema.org, AI tools and a number of AI Search Tools (fortunately, there are already many of them) to the maximum.

4

Develop a brand.

Algorithms change — the principles of trust remain. And a brand is an asset that works for you even without a budget.

Even a small, local business can become a "recognizable source";
Write in the first person;
Create content that people want to quote;
Manage and use social media promotion.

Traffic Forecasts Under AI Mode

Here are some realistic forecasts from WGG advertising agency:

Google will keep traditional search — but make AI Mode the default;
SEO as a profession will not lose its relevance, but will transform more from technical to content - GEO;
Optimization tools for AI search will appear;
Content will either become more human and valuable for the audience, or will turn into a uniform, impersonal AI product. Everything depends on how we approach its creation;
Small businesses will again get a chance to break through. Because algorithms are changing.

Google hasn't cancelled SEO — it's taken it to a new level.
However, traditional SEO, as we've known it for the past decades, is undergoing a profound transformation. It's either becoming more human or increasingly adapting to AI tools.

With the advent of AI Mode and other technologies, businesses — especially local and niche ones — have a real chance to get ahead of the big players in search results. Due to geo-relevance, personalization, and proper work with new algorithms.
Those who adapt first will win.

Now is the time to reconsider approaches, test new formats, involve SEO and content teams in experiments. Artificial intelligence is already influencing user behavior and search engine results — and we need to be prepared for this. Old methods no longer work as they used to.