Google AI Mode Rolls Out: But Will It Harm Your Business?

To better understand the potential impact of AI Mode, it’s worth revisiting Google’s other AI search feature, AI Overviews, that launched in May 2024. The tool compiles third-party sources (including your website’s content) to generate summarized responses to user search queries – and as we’ve seen, it’s already had a dramatic impact on click-through rates. 

Take this Ahrefs study, for instance, which found that AI Overviews reduced clicks out of search to other websites by 34.5%. This is a huge blow to businesses that rely on organic search traffic, especially if it’s their main source of revenue.

But will AI Mode lead to more zero-click searches, too? It’s probable. If AI Mode searches become the norm, there’s even less reason for users to click on third-party websites. For example, if a user asks for movie recommendations based on something they’ve just watched, they won’t need to conduct further research elsewhere if they’re happy with the responses given. 

Though search is transforming at a frenetic pace, there are productive ways that your business can react to AI Mode. Though the methods below might not help you regain your website’s traffic, they’ll show you how you can best adapt to these uncertain times:

• Double-check your content’s quality – To generate answers, AI Mode will cite information from different sources. For your website to make the cut, you must produce high-quality content. Check that your content is readable and easy to scan, features accurate information, reflects your first-hand experiences when relevant, and, most importantly, answers key user questions.
• Diversify your content channels – These developments have shown us that you can’t rely on one traffic source. Instead, your brand must amplify its presence across multiple content channels, including social media, video, or email marketing. This will also help you find additional revenue streams, be it through running social media ads or partnering with other companies.
• Focus on other metrics – As a result of these AI search trends, website clicks and rankings may hold less importance than they used to. Depending on your business goals, you may want to broaden your horizons and focus on other metrics too. For example, if you’d like to show up in AI Mode responses, you could measure your AI citation count.

💡 Want more ways to adapt to the changing search landscape? Read writer Annie Angus’ piece on optimizing for AI Overviews and AI Mode

Even if your worries about AI Mode and your website traffic haven’t completely subsided, I recommend keeping yourself informed about these new industry trends. With this knowledge, you’ll give yourself more time to strategize and develop an appropriate action plan. Though the new search landscape is rocky, your business doesn’t have to feel helpless.

If you’ve noticed any significant changes in traffic post AI Mode, let us know in the comments below. I’d love to hear your experiences and how you’re trying to overcome these search challenges.