With the rise of Google AI Mode, digital agencies now have a unique opportunity to capture new leads and significantly boost profits. As AI in digital marketing becomes more influential, those who adapt will thrive, while those who don’t risk being left behind. 

Understanding how this shift impacts how potential clients search for services is now essential. In this article, we’ll dive into how to use AI in digital marketing campaigns to attract and convert leads, helping you scale your agency with the latest tools and strategies to stay ahead of the curve.

What is Google AI mode?

Google AI Mode is the latest evolution in how Google Search delivers results. Instead of the traditional blue links, users are now presented with AI-generated summaries that aim to directly answer queries. Powered by Google’s Gemini 2.5 model, AI Mode acts like an intelligent research assistant that quickly pulls together relevant information into easy-to-read summaries.

This is a massive shift for digital marketing agencies. Understanding how to leverage this mode can help position your agency as a leader in the evolving search landscape. A recent study by Semrush revealed that in AI Mode, Reddit, YouTube, and Facebook appeared in 68%+ of results with additional links, outpacing traditional brand websites.

The finding highlights the importance of moving past website-only content and prioritising a presence on additional platforms. Some ideas are creating insightful video content or joining forum discussions on topics related to your offering, thus improving your chances of being selected for AI mode. 

What is the difference between AI overviews and AI mode?

While both AI Overviews and AI Mode leverage generative AI, they appear separately and serve distinct purposes in Google Search. AI Overviews appear in regular search results when Google determines an AI-generated answer can provide value. In contrast, AI Mode is an opt-in feature available through a separate tab in Google Search, offering a full AI-powered experience.

For agencies, this distinction is crucial. AI Mode represents a shift in how content is consumed, offering an opportunity to rethink SEO strategies. An interesting sharing of insights between Search Engine Land and enterprise SEO platform BrightEdge underscored the key differentiator being that: 

1. AI Mode is a broader, stable discovery engine with a higher chance of selecting from small-scale brands and generating predictable patterns.
2. AI Overviews are a testing ground for search visibility (by Google) with large citation density and more selective, rapidly evolving results.

The conversation indicates that approaching online visibility with these two methods in mind is much the same. However, agencies and brands have a higher chance of appearing in AI mode, with up to 90% already being featured in these responses. 

How does AI mode differ from generative AI platforms?

Google AI Mode differs significantly from tools like ChatGPT and Perplexity. While ChatGPT generates responses based on its training data, Google AI Mode operates within Google’s ranking ecosystem. When selecting content, it subsequently takes into account Google’s well-known ranking signals, such as trust, authority, and relevance. 

For your agency, this means that traditional search marketing strategies are no longer about rankings; they’re about having a holistic online presence. BrightEdge suggests that – “when users ask what to do next, ChatGPT suggests tools while Google provides more content to read.” This marks an unmistakable need for agencies to move beyond traditional SEO and embrace AI in digital marketing by crafting intent-aware content. 

What does Google cite in AI mode vs. traditional SERPS?

Google’s AI Mode doesn’t just mirror the traditional top 10 search results. Instead, it selects sources based on perceived trust, relevance, and formatting. It includes citations from authoritative websites, niche publishers, and user-generated content, like forums or social media. 

But these results have been shown to be volatile. In fact, a study by Search Engine Journal reports that there’s only a 9.2% URL overlap across repeat searches for the same query with Google AI Mode results, and that it returns different URLs 91% of the time for the same query, offering insight into how sources are chosen.

For digital marketing agencies, this means that your brand’s visibility in AI Mode rests on having a broad and credible presence across various platforms. If your brand isn’t seen as a trusted source, your chances of appearing in AI Mode are slimmer. To improve your chances of appearing in AI mode, try publishing on these top-cited sites: 

1. Indeed (1.8%)
2. Wikipedia (1.6%)
3. Reddit (1.5%)
4. YouTube (1.4%)

What is the effect of AI mode on SEO tactics?

AI Mode marks a significant shift in how agencies approach SEO. Traditional metrics, such as click-through rates (CTR), are no longer enough to gauge success. Google AI Mode reduces organic CTR, as AI-generated answers now take the spotlight, directly answering user queries without requiring clicks on search results.

For agencies, this change means a shift in how you approach SEO. Now, visibility comes from citations and the perceived trustworthiness of your content across the web, not just from ranking in the top 10 results. Reportedly, based on a study of 200k keywords, the top ranking position on Google was down 32% based on CTR after the rollout of AI-generated search results.

Tips for optimising for Google AI mode

1.  Stick to core SEO practices

Regardless of the format, high-performing content still follows SEO fundamentals. Google’s AI needs well-structured, easily scannable content. Focus on clear, concise answers, and don’t abandon technical SEO just yet.

2.  Build your E-E-A-T

AI Mode loves content that shows expertise. Therefore, your published material should demonstrate this by using authoritative sources, expert insights, case studies, and relevant citations for AI optimisation. 

3.  Increase your digital agency brand’s visibility

As mentioned, Google AI Mode cites content from numerous popular platforms, so expanding your online presence is essential. Contribute to trusted sites like Quora, Reddit, YouTube, or industry blogs, and maintain consistent, accurate profiles across directories.

4.  Focus on creating citation-worthy content

To increase your chances of AI mode citing your content, create long-form, research-backed guides and use expert quotes and original data.

5.  Optimise for conversational queries

Your content should align with conversational search intent and match natural language that AI understands. Consider how your audience phrases questions, and structure your content to answer these questions.

6.  Track your AI visibility

Since traditional SEO tools can’t track AI Mode traffic yet, it’s vital to use specialised tools to monitor your agency’s visibility in AI-generated responses. Focus on tracking how often your brand is cited and where those citations appear.

By understanding and optimising for Google AI Mode, you can position your agency to take full advantage of this new AI-driven search environment. Because the future of SEO is evolving so quickly, understanding how to use AI in digital marketing campaigns will become increasingly important for agencies aiming to become experts in modern search marketing tactics. 

As a white-label AI digital marketing provider, our team of SEO experts at Globital can support your agency in navigating these changes, ensuring you stay visible, credible, and optimised for Google’s AI Mode.

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