Google AI Mode & Generative Engine Optimisation

Starting Tuesday 29 July 2025, Google launched their new AI Mode in the UK. 

AI Mode levels up what AI overviews can do, using a multimodal design so that you can search with text, your voice or your camera. 

Since Google introduced AI Overviews, businesses have seen a decrease in web traffic, sparking hype around the new SEO: generative engine optimisation (GEO). But are the two really that different? We’ll unpack how businesses can optimise content for AI mentions, and debunk some GEO myths. 

How Does AI Mode Work? 📲

Using the latest Gemini 2.5 model, AI Mode divides your question into subtopics, searching for each one simultaneously to answer your query as accurately as possible. Initially tested in the U.S., AI Mode has now reached the UK. 

💭“Picture this: asking Google Search whatever is on your mind – as messy or complicated as it may be – and instantly receiving an AI-powered response that really understands your question, gives you the information you’re looking for and helps you dig deeper into the topic.” – Hema Budaraju, VP at Google

Sound familiar? “Messy” search queries are exactly how users have been interacting with LLMs like ChatGPT.

Google’s update matches the shift toward natural, intuitive search behaviour. With the added option to search via voice or image, using AI Mode you can tap the microphone icon, or snap a photo/upload an image and ask away. Got a pic of your favourite books? 📚 Upload it and ask for similar recommendations.

What Does it Mean for Businesses and Search Engine Experts?

Business owners are worried. Why? Because features like AI Overviews and AI Mode mean a rise in zero-click search. Since AI overviews remove the need for users to click through to websites, businesses have seen a huge decrease in website traffic. 

📉 The Daily Mail claims that the number of people clicking through to their website from Google’s results page has fallen by around 50% since AI Overviews were introduced (Kleinman, 2025). 

So, how can companies optimise their content for AI mentions? Ranking well on Google’s search results page is great, but it’s not enough if users can get answers straight from AI. So is it time to throw out the old SEO playbook? Not just yet. 

There’s been a lot of talk around Generative Engine Optimisation (GEO), but most of it still follows SEO best practice. 

What Is Generative Engine Optimisation (GEO)?

Generative Engine Optimisation (GEO) is a strategy for optimising website content to be mentioned in AI-generated search results. Unlike search engine optimisation (SEO) which targets ranking in search results, GEO moves beyond simple keyword matching, to a comprehensive understanding of user intent.

GEO vs SEO: What’s the Difference?

How to Optimise Content for AI Search: 5 Top Tips

1. Structure & AI Readability 📚

• Use clear, hierarchical headings (H1 > H2 > H3)
• Format with bullet points, lists, and concise paragraphs
• Implement schema markup (schema.org) to help AI interpret and categorise your content
• Before publishing, prompt LLMs like ChatGPT to optimise the content structure for the way AI reads/extracts information

2. Build Authority 📊

• Cite credible data sources. The more your brand is included in trusted, high-quality content, the more likely it is to show up in AI-generated answers
• Include expert insights or statistics where relevant
• Link internally to your own work as you publish more content, to create a network of links
• Focus on keyword strategy to develop contextual brand mentions that establish your company as an industry leader

3. Hit User Intent 🔎

• Understand your user’s intent: informational, commercial, navigational, or transactional, using tools like Semrush to help
• Answer user queries directly (ideally in the first 1-2 sentences of a section)
• Keep paragraphs clear and concise
• Avoid excessive keyword use

4. Originality ✨

• Always edit AI-generated content to avoid it being flagged as “content spam”
• Original/novel content includes:
  • Case studies
  • Unique pieces of data
  • Expert insights
  • Tone of voice

5. Integrate Multimedia 🎥

• Embed different content types (e.g., images, video, text, infographics) to cater to various AI interpretation methods
• Add transcripts and alt text to improve AI readability

Final Thoughts: Why GEO Matters in 2025

Google’s new AI Mode follows a shift in how search is evolving.

With Gemini’s AI-generated answers now appearing at the top of the results page, we’re entering the era of zero-click search. That means:

📉  Less website traffic for businesses
🔍 More users getting answers directly from AI
📊 Traditional SEO alone isn’t enough

Search has become more conversational than ever before, driven by the rise of GenAI models like GPT, Claude, and Perplexity. Google’s AI Mode is simply catching up to how users are already searching.

For businesses and SEO pros, this is new territory. Ranking #1 on the SERP no longer guarantees traffic. But… while businesses might expect to see a decrease in click-through rate, if you can optimise content for GenAI, this doesn’t have to mean less traffic. The question now is: how do you get mentioned by AI itself?

That’s where Generative Engine Optimisation (GEO) comes in.

To future-proof your content strategy, here’s what to focus on:

• ✅ Structure for AI: Use headings, bullet points, schema markup, and test with LLMs
• ✅ Build authority: Cite credible sources, add expert insights, and interlink relevant content
• ✅ Match user intent: Provide direct, useful answers with minimal fluff
• ✅ Stay original: Include unique examples, tone, and insights to avoid AI spam detection
• ✅ Use multimedia: Add images, alt text, video, and transcripts to improve visibility

Yes, there’s been a lot of hype around AI. But the truth is, strong GEO is still built on solid SEO foundations. You don’t need to throw out your playbook, you just need to adapt it.

⚡️At Our Own Brand, the top UK social media agency, we help businesses future-proof their digital content. We specialise in all things social, branding and production. From concepts to campaigns, we make killer content that cuts through.

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