by | Jul 10, 2025

Search engine optimization is no longer just about keywords and backlinks. Google’s AI Mode and Deep Search tools are introducing a new kind of visibility, one that favors structured answers, layered context, and citation-worthy content. For small and mid-sized businesses that rely on online traffic to support growth, these changes cannot be ignored.

Many businesses still invest in content without fully understanding how it’s being processed by today’s search engines. This means valuable insights go undiscovered, and once-visible content starts disappearing from results that actually matter.

What’s Different Now

Deep Search uses generative AI to gather insights across multiple sources and generate comprehensive answers in real time. It favours content that mirrors real conversations, anticipates follow-up questions, and demonstrates clear value.

Google’s AI Mode works similarly. It takes a user’s question, breaks it into parts, and then produces a cited, conversational response. This approach does not reward traditional tactics like single-topic keyword stuffing. Instead, it highlights content that is:

  • Structured and segmented.
  • Designed to answer multiple levels of a query.
  • Built with the intent behind the search in mind.
  • Seen as authoritative enough to be cited directly.

Why Engagement Now Outweighs Traffic Volume

As AI continues to summarize answers for users, some businesses may notice a drop in click-through rates. But those who do click are more serious. They are spending more time on site and showing stronger intent.

Google has confirmed that traffic from AI Mode will appear in Search Console reporting. It may not be separated into its own category, but it still counts toward performance. Marketers who rely only on keyword rankings to measure success risk missing how search behavior is evolving.

How to Respond

To remain competitive, your content strategy must shift with the new search experience. That means:

  • Developing long-form content that answers primary and secondary questions.
  • Using subheadings that reflect real user queries.
  • Thinking in terms of intent, not just keywords.
  • Measuring success through dwell time, depth of scroll, and relevance to actual questions.

This is no longer about ranking first. It’s about being the content source AI tools choose to include.

Get Ahead Before It’s Too Late

The way people find answers is changing quickly. If your business doesn’t evolve its SEO and content strategy to reflect these changes, you risk becoming invisible at the most critical moment in the buyer’s journey.

Schedule your discovery call with Core today

We’ll review your current approach and give you clear, practical recommendations to align with the modern approach to search.

Ben Molfetta
Latest posts by Ben Molfetta (see all)