Do you ever feel like Google’s playing a game where they keep changing the rules but nobody tells you what they are? Well, buckle up buttercup, because they’ve just added two new players to the field: AI Overviews and AI Mode. And yes, they’re both going to mess with your website traffic in ways you probably weren’t expecting.
Now, before we dive in, you’re going to see a lot of people claiming they’re experts in these new AI search features. Here’s the thing – nobody’s an expert yet. We’re all figuring this out as we go, testing and learning from what’s actually happening rather than what we think should happen. Anyone claiming they’ve got it all sorted is talking bollocks.
What I can do is break down what we know so far into plain English and give you some actionable tasks that actually make sense for B2B business owners who’ve got better things to do than chase every new Google update.
What is Google’s AI Mode Search?
AI Mode is Google’s latest attempt to turn search into a conversation rather than just a list of blue links. Think of it like having a really keen research assistant who can handle complex questions and follow-up queries – except this assistant sometimes gets a bit too confident in their answers.
Currently rolling out to all US users (and apparently coming to the UK soon), AI Mode appears as a separate tab in Google Search. Instead of getting the usual search results page, you enter a ChatGPT-style interface where you can ask detailed questions and get comprehensive, AI-generated responses with citations.
Here’s where it gets interesting for business owners – AI Mode uses something called “query fan-out” – basically, it runs multiple related searches behind the scenes to give you one comprehensive answer. So when someone searches for “best accountant for small business tax planning,” AI Mode might simultaneously search for accountant qualifications, tax planning strategies, local business requirements, and pricing comparisons, then mash it all together into one response.
The result? A much more detailed answer than traditional search, complete with links to relevant websites. The catch? Those blue links you’re used to seeing? They’re gone. You either get mentioned in the AI response, or you don’t. There are no prizes for second or third place in AI mode.
What is Google’s AI Overviews?
AI Overviews are the AI-generated summaries that appear at the top of regular Google search results – you’ve probably seen them already without realising what they were called. They’re those boxes that give you a quick answer to your query, complete with links to sources.
Unlike AI Mode, AI Overviews appear automatically in regular search results when Google thinks an AI-generated summary would be helpful. About 30% of searches in the US now trigger these overviews, and they’re particularly common for longer, more informational queries.
For example, search for “how to choose business insurance” and you’ll likely get an AI Overview that summarises the key points from multiple sources, with links to dive deeper. The overview might pull information from insurance comparison sites, business advice blogs, and government resources to give you a comprehensive answer right on the search results page.
The key difference? AI Overviews still show traditional search results below them, while AI Mode replaces the traditional results entirely with a conversational interface.
How does this affect small business websites?
Here’s where things get interesting (and potentially concerning) for small business owners.
Reduced click-throughs and traffic
Early data suggests that AI Overviews are reducing click-through rates by about 30-35% on average. Some businesses are seeing even bigger drops – we’re talking 20-60% traffic declines in some cases. The reason? People are getting their answers directly from the AI summary without needing to click through to websites.
But here’s the twist: Google claims the clicks that do come through are higher quality. People who click after reading an AI Overview tend to spend more time on sites and are more likely to convert. Google say it’s like the AI is pre-qualifying visitors for you.
The problem is, Google can say it all they like, but there’s no actual way of proving it yet. And small business website owners aren’t convinced.
Visibility is dropping in AI mode
With AI Mode, you’re essentially competing for mentions in a single AI response rather than trying to rank among 10 blue links. It’s winner-takes-all territory. If you’re not mentioned in the AI response, you’re invisible to that searcher.
For local businesses, this could be particularly challenging. Instead of appearing in local search results with your competitors, you might be competing for a mention in an AI overview about “best SEO in Northamptonshire” – and there might only be room for 2-3 businesses to get mentioned.
Content could still be king
One good thing that seems to be emerging from both versions of Google’s AI search is something I’ve been telling you forever – comprehensive content that thoroughly answers questions is more likely to get pulled into AI responses. If you’ve been creating detailed, helpful content that addresses real customer questions, you’re better positioned than businesses with thin, keyword-stuffed pages.
B2B service businesses might actually benefit here. If you’re a management consultant who’s written detailed guides about business restructuring, team building, or process improvement, AI Mode’s preference for comprehensive, authoritative content could work in your favour.
How Does This Affect SEO?
The fundamental principles of SEO haven’t changed, but the game has shifted significantly.
Content Quality matters more than ever
Google’s AI systems are pulling from what they consider the most authoritative, comprehensive sources. This means your content needs to be genuinely helpful, not just optimised for keywords. The days of thin content ranking well are numbered.
For service businesses, this means focusing on content that demonstrates real expertise. Don’t just write about “marketing strategies” – write about “marketing strategies for B2B professional services firms struggling with lead generation.” Be specific, be helpful, be thorough.
Technical SEO fundamentals still apply
Your website still needs to be crawlable, fast, and mobile-friendly. AI systems can’t recommend content they can’t access or understand. All the usual technical SEO basics – proper heading structure, clean URLs, fast loading times – remain important.
Schema markup is becoming more valuable as it helps AI systems understand your content. If you’re a local business, make sure your LocalBusiness schema is implemented. If you offer services, use Service schema. Give the AI systems clear signals about what you do and where you do it.
E-E-A-T is still important
Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) have always been important, but they’re becoming critical. AI systems are looking for signals that you’re a credible source of information.
This means having author bios, clear credentials, genuine customer reviews, and content that demonstrates real-world experience. For professional services firms, case studies showing actual results are going to be more valuable than generic advice pieces.
Tracking traffic from AI Mode and AI Overviews
Here’s where things get frustrating for business owners trying to understand their website performance.
The data black hole
Currently, you can’t track traffic from AI Mode. These visits show up as “Direct” traffic in Google Analytics (GA4), making it impossible to see how many people are finding you through AI responses. It’s like trying to run a business with half your sales data missing.
Google’s John Mueller has confirmed this is a bug, and should hopefully be rectified soon:
Google Search Console will eventually show AI Mode data, but it won’t be broken out separately – it’ll be lumped in with all other Google traffic. You won’t be able to see which searches came from AI Mode versus traditional search.
What you can track (sort of)
For AI Overviews, you can at least see some data in Google Search Console, though it’s mixed in with regular search traffic. You might notice:
- Changes in click-through rates for certain query types
- Shifts in which pages are getting the most impressions
- Different patterns in how people are finding your content
The key is looking for patterns rather than specific metrics. If you notice your informational content is getting more impressions but fewer clicks, AI Overviews might be answering questions directly without sending traffic through.
Making sense of the numbers
Since you can’t track AI traffic directly, focus on:
- Overall website traffic trends
- Quality metrics like time on site and conversion rates
- Changes in lead generation or sales enquiries
- Branded search traffic (people searching for your business name directly)
SEO for AI Mode and AI Overviews
Right, here’s what we know so far on how to optimise for these AI systems, but remember what I said earlier – no-one is an expert on this yet:
Create comprehensive, authoritative content
AI systems favour content that thoroughly covers topics. Instead of writing 500-word blog posts about “business insurance,” create comprehensive guides that cover types of insurance, how to choose coverage, cost factors, and common mistakes to avoid.
For B2B services, this might mean creating detailed case studies, step-by-step guides, or comprehensive resources that position you as the go-to expert in your field.
Structure content for AI consumption
Use clear headings, bullet points, and logical flow. AI systems need to understand your content structure to pull relevant information. Think of it like writing for a very smart but slightly impatient reader who needs to find specific information quickly.
FAQ sections work particularly well, as they directly address the types of questions people ask AI systems. But make sure they’re genuine FAQs based on real customer questions, not keyword-stuffed nonsense.
Focus on User Intent
AI systems are getting better at understanding what people want when they search. Instead of optimising for keywords, optimise for questions and problems. What are your customers asking? What problems are they trying to solve?
For a business coach, instead of targeting “business coach Leeds,” think about the questions potential clients ask: “How do I improve employee productivity?” or “What should I do when my business has stopped growing?”
Build Topical Authority
Cover your subject area comprehensively rather than jumping between random topics. If you’re a financial advisor, create detailed content about all aspects of financial planning, investment advice, retirement planning, and tax strategies. Show AI systems you’re a comprehensive resource in your field.
What to do now
Right, enough theory. Here’s what you need to do:
Immediate actions (next 30 days)
Audit Your Current Content – Look at your existing content through the lens of AI consumption. Is it comprehensive? Does it answer questions? Would an AI system see you as an authoritative source? If not, start improving your best-performing pages.
Fix Technical Basics – Ensure your website loads quickly, works on mobile, and has clean, logical structure. AI systems need to be able to crawl and understand your content easily.
Monitor Traffic Changes – Start tracking your overall website metrics more closely. Look for patterns in traffic, engagement, and conversions. You might not be able to see AI traffic directly, but you can spot the trends in your stats.
Claim and Optimise Local Listings – If you’re a local business, make sure your Google Business Profile is complete and accurate. AI systems pull from multiple sources, and local business data is increasingly important.
Strategic long-term planning (Next 6-12 Months)
Develop Content Clusters – Create comprehensive resource hubs around your main service areas. Instead of scattered blog posts, build authoritative resource centres that position you as the expert in your field. Interlink these pieces to create an obvious hub for Google bots to explore.
Invest in Real Expertise – AI systems are getting better at identifying genuine expertise versus generic advice. Invest in creating content that demonstrates real knowledge and experience. Share case studies, specific methodologies, and genuine insights.
Build Alternative Traffic Sources – Don’t put all your eggs in the Google basket. Develop email marketing, social media presence, referral networks, and direct marketing channels. The more ways people can find you, the less dependent you are on search algorithm changes.
Prepare for Voice and Multimodal Search – AI Mode supports voice queries and image searches. Start thinking about how people might search for your services using voice commands or by uploading images. This is particularly relevant for visual services or local businesses.
Create Multimedia Content – AI systems are increasingly incorporating video, images, and interactive content. If you’re only creating text content, you’re missing opportunities to appear in rich AI responses.
Need help navigating these changes?
Look, this AI search stuff is evolving faster than most businesses can keep up with. If you’re wondering how these changes might specifically affect your website and what you should focus on first, let’s have a chat about it.
I’m offering 1:1 consultations where we can look at your specific situation, your current website performance, and work out a practical plan for adapting to AI search. No generic advice, no one-size-fits-all solutions – just a straightforward conversation about what makes sense for your business. And because I want everyone to have access to this help, I’ve priced it at just £99 + vat.
Book a consultation here – we’ll spend an hour going through your website, your current SEO situation, and map out what you need to do to stay visible as AI search becomes more common.
The key takeaway? AI is changing search, but it hasn’t eliminated the need for good marketing fundamentals. Create genuinely helpful content, build real expertise, make your website technically sound, and focus on serving your customers’ needs.
The businesses that thrive in this new AI-powered search world won’t be the ones trying to game the system – they’ll be the ones providing genuine value to their customers. And that’s not such a bad thing, is it?
More reading:
- SE Ranking – Everything about Google AI Overviews: How Things Have Changed from SGE to Now
- The Guardian – Google unveils ‘AI Mode’ in the next phase of its journey to change search
- SEO.com – Google AI Mode: What SEOs Need to Know (And Do) Before 2026
- Google – Expanding AI Overviews and introducing AI Mode
- Search Engine Land – Google AI Mode traffic is untrackable
- Leading SEO expert Lily Ray on Twitter – well worth a read
