The AI MODE (or AI mode) is the new AI-powered results layer that Google is integrating into its search engine worldwide. It is designed to provide automatically generated answers in the SERP (Search Engine Results Page) just as the AI Overview did until now, but now in a separate tab. Instead of just displaying traditional links and snippets, AI Mode combines context, search intent and web content to generate a response that seeks to provide a much richer and more complete result (or so the theory goes).
In other words, IA MODE radically changes how users interact with Google and how brands should optimize their online presence. If traditional SEO revolved around ranking positions, now the challenge will be to be visible, cited and relevant within the responses generated by artificial intelligence.
It is important for us to understand that SEO has not disappeared, nor has it been replaced by concepts such as GEOThe new paradigm that we have seen in Chrome is just an indication of a new paradigm that goes beyond what we saw in Chrome.
In this post we want to tell you about this tab and its impact on the SERP. Here we go!
What exactly is IA MODE and how does it work?
The IA MODE in the SERP is part of Google's move toward more conversational, contextual and predictive search. This evolution is driven by advanced language models, similar to those underpinning generative AI chatbots.
When a user activates the AI mode in searchGoogle analyzes the query and generates an intelligent summary at the top of the SERP (IA Overview). This summary includes a response prepared by IAtogether with references to sources (web pages or articles that support the information).
For example, if someone is looking for "best SEO strategies for 2025"In addition, the AI MODE could display an AI-generated explanatory paragraph, citing three or four relevant sites. This reduces the need to click, but increases the value of being one of the sources cited by the system..
However, having a block is a limitation, as you can no longer query on the initial result and that is why, (and for other things we will explain later), Google has added a full tab called "AI mode" in our browser.
Why the IA MODE transforms the SEO landscape
The impact of the AI mode in SERP is profound and, although at first it seems that it only affects the organic part, in reality, it is an online change that we should not miss.
Until now, SEO has focused on three key aspects: optimizing search engine optimization, optimizing the user experience and attracting quality traffic, among other things.
But with IA MODE, the focus shifts towards be the source that Google's AI chooses to feed its answers.
This implies a significant change in:
- From ranking to semantic relevance. It is no longer enough to optimize for keywords; you must demonstrate subject matter authority and context.
- From CTR to AI-assisted visibility. Organic traffic may be reduced, but brand recognition within the IA summary may have more value than a traditional 3 position.
- From static content to conversational content. AI prioritizes texts that respond directly to intentions, with natural language, clarity and usefulness.
In this context, working on the SEO for AI becomes crucial not only to be cited, but also for the web to meet an increasingly demanding quality standard.
SEO for AI: how to optimize for the AI MODE
Focus on search intention
The IA MODE is based not only on keywords, but also on full intentionsInformational, transactional or mixed.
Optimize your content with a clear structure that responds to your needs. to the "why" and "how". of each question. Paragraphs that offer direct explanations, comparisons or lists are especially appreciated by generative AI systems.
In a recent study carried out by our SEO team, we have found that in the last 6 months the long tail keywords longer than 10 characters have increased by 200% in many customers in all types of industries.
This makes sense, as users need to better define a search to get the specific result they need.
Thematic authority and depth
Both Google and platforms such as ChatGPT, Perplexity, Claude, etc. search for sources. with verifiable authority. This includes:
- Inbound links from prestigious media.
- Authors with verifiable experience (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness).
- Updated and cross-referenced content.
The SEO for AI it's not just about positioning, it's about to be the expert voice that AI-based search engines choose as a knowledge base.
Structured data and semantic context
The structured data (schema markup) help robots better understand the context of your content. Implement schemas such as FAQPage, HowTo or Article to facilitate the identification of topics, entities and semantic relationships.
This increases the chances that your content be used as a reference in the AI mode of SERPs as it provides information in a format that is traceable and readable by LLMs.
We always recommend using formats such as JSON-LD because it is a structured language that greatly facilitates such interpretation.
Conversational and readable content
AI Mode prioritizes responses natural and useful, human, natural and useful. Avoid using complex content structures and opt for texts with a conversational tone, clear subtitles and real examples. AI "prefers" content that seems to be written for people, not algorithms.
The latter has many nuances since, as you will see with any AI response, it always responds in a very hierarchical way even when you ask it to "humanize" the content.
Here the best and most optimal thing to do is to think about how you like the content to be when you read it.
IA MODE and local SEO: impact in Spain
One of the areas where the AI mode can have a greater impact is the Local SEO.
When a user searches for "best SEO agency in Madrid".The IA MODE could provide a summary that combines reviews, local authority and Google Business Profile data.
Therefore, we will have to consider:
- Keep your company fact sheet on Google.
- Strengthen the verified and quality reviews.
- To ensure a semantically coherent presence on the web, networks and local media.
Local searches are increasingly predictive and, with AI mode, Google will be able to anticipate needs ("where can I optimize my SEO for AI near me?") and provide answers before the user clicks.
The impact on the brand
For all users, reviews are a differentiating factor that directly influences the purchase decision. The Publicist points out that 75% of consumers consult reviews before purchasing. This makes a lot of sense because in an online world so full of options, reviews can be the turning point when deciding on an alternative.
Branding at this point is key. In our experience, searches such as "Geotelecom reviews" are critical for the branding and include in both SEO and all channels.
It will be useless to have a great catalog if the previous experiences of other users are bad and if the brand has no added value.
Risks and opportunities of the AI MODE for SEO
SEOs are used to navigating in turbulent waters. The SERP changes so much that we must constantly adapt and each new advance or implementation involves a new set of risks and opportunities. We tell you about the most important ones:
Opportunities
- Increased visibility for brands with high quality content.
- Positioning as a source of authority within AI responses.
- Integration with voice search and intelligent assistants.
- Greater reach if the sector is not so polarized.
- If you work with a long tail strategy you can reach a potential audience.
- This is something that can be worked on whether the website is a lead website or an ecommerce site.
Risks
- Loss of organic clicks. If the AI responds directly, web traffic may decrease. This is clearly something that many projects will experience, especially those who work with the blog as a focal point for new user traffic.
- Dependence on algorithmic interpretation. It is not always possible to know exactly what criteria the AI uses to cite, but we always have the SEO basics to optimize this point.
- Increased competition for subject matter authority. Everyone will want to be a benchmark and this will mean a high level of competition to see who is the most expert in a given vertical.
The future of SEO in the age of AI Mode
As Google and other search engines perfect their models, the AI mode will become the standard. The integrations with advertising and in-platform purchases only indicate that this will be a new form of search.
This leads to queries where user experience focuses on immediacy, trust and usability. The SEO strategy Therefore, it should focus on promoting smart and well-segmented visibility in conjunction with other teams such as Google Ads and Social Ads.
The IA MODE in the SERP marks the beginning of a new era: that of the SEO for AI. It is no longer just about being on the first page of Google, it is about be part of the response generated by artificial intelligence.
In an environment where AI selects, summarizes and recommends, brands that master semantics, authority and user experience will be the ones that prosper.
The challenge is no small one, but the opportunities are enormous for those who understand that SEO, like AI itself, never stops learning.
If you want to know how to optimize your SEO and organic brand visibility strategy, contact us for more information.
