The future of AI and Google SEO: what comes next?

Artificial intelligence (AI) has rapidly reshaped how people find and consume information. Google’s search engine is at the centre of this transformation. Over the past year the company has launched generative features such as AI Overviews and AI Mode, rolled out multiple core algorithm updates and tightened its spam policies. At the same time, users […]

Artificial intelligence (AI) has rapidly reshaped how people find and consume information. Google’s search engine is at the centre of this transformation. Over the past year the company has launched generative features such as AI Overviews and AI Mode, rolled out multiple core algorithm updates and tightened its spam policies. At the same time, users are adopting conversational, visual and voice‑first search experiences. To remain visible in this new landscape, businesses and SEO specialists must evolve their strategies.

AI‑powered search experiences

AI Overviews

In May 2024 Google began replacing the Search Generative Experience (SGE) with AI Overviews – AI‑generated snippets that appear at the top of search results and provide an extended answer to a query. These summaries pull information from various sources and reduce the need to click through to multiple websites. According to a May 2025 study by SE Ranking, around 30 % of keywords in the United States trigger AI Overviews. The share has grown rapidly; it was about 12.5 % in August 2024 and 19 % in November 2024. AI Overviews appear chiefly for longer, informational queries – 10‑word questions trigger them over five times more often than single‑word searches (69.21 % vs 12.78 %), and 96 % of AI Overviews are triggered by informational intent while only 1.2 % occur on transactional queries. Niches such as relationships (61 %), business (57 %), education (50 %) and food & beverage (46 %) currently see the highest share of AI Overviews.

Google expanded AI Overviews from the US to other markets throughout 2024 and 2025. By late May 2025 the company announced that AI Overviews were being rolled out in more than 200 countries and territories and over 40 languages. In the UK, AI Overviews became broadly available from August 2024 when they were rolled out to users outside Search Labs, and coverage has since grown considerably.

AI Mode

Unveiled at Google I/O 2025 and released to US users in May 2025, AI Mode is Google’s most advanced AI search experience. It uses the company’s “query fan‑out” technique to break down a question into sub‑topics and issue multiple searches simultaneously. This allows AI Mode to dive deeper into the web than a standard search and provide richer responses. AI Mode integrates Google’s latest Gemini 2.5 model, and it brings features such as:

• Deep Search: the ability to generate a fully‑cited research report by issuing hundreds of searches and reasoning across the results.
• Live capabilities: real‑time multimodal search using the camera; users can point the camera at a problem and converse with Search as it analyses the scene.
• Agentic capabilities: assistance with tasks such as finding tickets or restaurant reservations. AI Mode analyses hundreds of options and presents suggestions while still directing the user to complete the purchase.
• AI shopping partner: integration of the Shopping Graph and Gemini’s modelling to help users compare products, try on outfits virtually and even buy items via Google Pay.
• Personal context: optional integration with other Google apps (e.g. Gmail) to tailor recommendations based on past searches and bookings.
• Custom charts and graphs: the ability to create visualisations from complex datasets directly in search.

AI Mode began rolling out in the UK on 28 July 2025. Google describes it as an intuitive way to handle complex, multi‑part questions using a custom version of Gemini 2.5. Early testing suggests that users ask queries that are two or three times longer than traditional searches. As AI Mode matures, Google plans to graduate successful features into the core search experience.

How AI is changing user behaviour

Generative AI is altering how people search and consume information. With AI Overviews providing immediate answers, some searchers are clicking fewer blue links. SE Ranking found that AI Overviews are more likely to appear for long‑tail and low‑volume queries, meaning publishers whose content targets very specific questions may experience more impressions but fewer clicks. Research from Exploding Topics suggests that only 8 % of people always click through from an AI Overview to the original source. Early data from Search Engine Land and other industry observers indicates that AI Overviews can reduce organic clicks by 18–64 % for affected queries. However, similar fears arose during the introduction of featured snippets and mobile search; over time those changes created new opportunities for publishers.

Beyond generative snippets, search is becoming multimodal. Voice assistants like Siri, Google Assistant and Alexa handle more than 1 billion voice searches per month, and 41 % of American adults use voice search daily. Globally more than 20 % of people have used voice search on mobile devices, and about 36 % of Americans own a smart speaker. Voice queries tend to be longer and question‑based; around 40.7 % of voice search answers come from featured snippets. To capture voice traffic, content should answer common questions concisely, use conversational language and target natural language keywords.

Visual search is also surging. People use Google Lens and similar tools for over 20 billion visual searches per month, nearly doubling the volume from just a few years earlier. About one in four visual searches via Lens relates to shopping. Visual search opens a direct sales funnel: users can snap a photo of an item and immediately find matching products or local availability. Optimising images with descriptive file names, alt text and structured data helps content surface in visual search results.

The rise of alternative search tools

Google still dominates global search, but large language models (LLMs) such as ChatGPT, Claude and Perplexity are gaining traction. According to industry forecasts, LLM‑powered search is expected to dominate traffic share within the next three years. Google is responding by integrating Gemini models into search and releasing more conversational features, but businesses should monitor emerging platforms and consider diversifying their visibility beyond Google.

Google’s algorithm updates and quality focus

AI search features are only part of the story; Google’s ranking systems are also evolving. In March 2024 the company rolled out a major Helpful Content update aimed at reducing unhelpful, unoriginal content. Google reported that the update led to a 45 % reduction in low‑quality content in search results by April 2024. The update tightened Google’s emphasis on E‑E‑A‑T (Experience, Expertise, Authoritativeness and Trustworthiness) and penalised sites with thin, SEO‑driven articles. Sites offering original, people‑first information saw improvements.

Google increased the frequency of its core updates in 2024, rolling out four confirmed updates in March, August, November and December. The December 2024 core update was the fastest ever, completing in six days and generating greater volatility than the November update. Google signalled that more frequent updates could become the norm, and another broad core update occurred in March 2025, causing volatility across industries. Google advises site owners to avoid knee‑jerk fixes; instead, wait a week to analyse performance and focus on user‑centric improvements.

Alongside core updates, Google has launched spam updates targeting manipulative tactics such as keyword stuffing, paid or toxic backlinks, and mass‑produced AI‑generated content. The company’s updated policies treat large‑scale low‑value content — whether created by humans or AI — as spam and introduced a site reputation policy to combat “parasite SEO” where third parties publish low‑quality articles on authoritative domains. These changes underscore Google’s commitment to promoting authentic, authoritative content.

Strategies for succeeding in the AI‑first search era

Prioritise quality, experience and brand

• Create helpful, original content: Google’s Helpful Content system rewards pages that provide unique value and penalises thin, generic material. Invest in well‑researched articles, expert insights and rich media (e.g. videos, images) that address users’ needs.
• Demonstrate E‑E‑A‑T: Highlight your real‑world expertise through author bios, credentials and case studies. Secure mentions and backlinks from reputable publications. Exploding Topics notes that the importance of E‑E‑A‑T and strong brand signals will only increase. Building a recognisable brand on and off Google (social media, events, PR) can help earn citations in AI Overviews and maintain visibility.
• Focus on user experience: Ensure fast page loads, mobile‑first design and accessible navigation. Improve Core Web Vitals scores and make content easy to consume (e.g. use headings, lists, images). A positive user experience is a ranking signal and increases the likelihood that AI models surface your pages.

Optimise for AI Overviews and snippets

• Answer questions concisely: AI Overviews favour content that succinctly addresses a user’s query. Provide clear, well‑structured answers early in your article. Use heading tags and bullet points to highlight key information.
• Target long‑tail queries: AI Overviews and voice queries often involve lengthy, conversational phrases. Incorporate natural language keywords and anticipate the questions your audience might ask. Tools like Google’s “People Also Ask” can inform your keyword strategy.
• Use schema markup: Implement structured data (FAQ, How‑to, Product, Article) to help Google understand your content and potentially feature it in AI Overviews or rich results. Schema also supports voice‑friendly features like Google’s speakable markup.
• Cite credible sources: AI Overviews often include citations to support their summaries. Linking to authoritative references (studies, official announcements) improves credibility and may increase the chance of your content being cited.

Adapt to voice, visual and multimodal search

• Optimise for voice search: Create FAQ sections with question‑style headings, use conversational language and target long‑tail queries. Ensure your business information is complete and accurate in Google Business Profile to appear in local voice results.
• Improve image SEO: Use high‑quality, original images; write descriptive file names and alt text; and include schema markup for products and recipes. Submit image sitemaps so Google can discover your visuals.
• Leverage video and multimedia: AI Mode and search results increasingly incorporate video snippets. Produce video content that answers queries, and host it on platforms like YouTube with optimised titles and descriptions.

Maintain technical and ethical best practices

• Monitor algorithm updates: Core updates and spam policies will continue to evolve. Use Google Search Console and analytics to track performance; avoid quick‑fix tactics and focus on long‑term improvements.
• Avoid manipulative tactics: Paid links, keyword stuffing and mass AI‑generated articles risk being flagged by Google’s spam systems. Build backlinks naturally through quality content and relationships.
• Stay informed and diversify: Follow reputable SEO news sources, attend industry events and test new Google features. Consider building visibility on alternative platforms (e.g. Bing Chat, social media, LLM search apps) to reduce reliance on a single channel.

Looking ahead

AI will continue to reshape search. Google’s AI Overviews and AI Mode demonstrate a shift toward conversational, multimodal experiences that help users solve complex tasks without leaving the search page. Voice and visual search adoption will accelerate, and alternative LLM‑powered search engines will challenge Google’s dominance. At the same time, Google is doubling down on quality, launching frequent core updates and cracking down on spam and low‑value content. The future of SEO therefore lies at the intersection of AI adoption and human‑centred quality: businesses must embrace new technologies while delivering authentic expertise and exceptional user experiences.

By focusing on people‑first content, structured optimisation and brand authority, SEOs can thrive in an AI‑driven world. Rather than fearing AI, forward‑thinking marketers should view it as an opportunity to enhance their visibility and offer richer value to users.