E145. Google Announces “The Future of Search” [Insider’s Inbox]

How Google's AI Mode Will Change Search and What Website Owners Should Do

At this year’s Google I/O, a major shift in the search landscape was unveiled: AI Mode is now front and center in Google Search, marking what may be the most significant evolution since Universal Search was introduced in 2007. Google’s CEO and head of Search declared AI Mode “the future of search,” and this episode of SEO Insider breaks down what that means for businesses and website owners alike.

What Is AI Mode?

AI Mode is a new default search view that resembles a ChatGPT-style interface, driven by Google’s Gemini AI. When you perform a Google search, AI Mode appears as the first tab—before "All Results"—providing synthesized answers and summaries without requiring users to click through to individual websites. This streamlined experience means fewer site visits and a higher emphasis on Google's direct delivery of information.

The Traffic Problem (That Might Not Be a Problem)

With AI summaries providing answers immediately, many site owners fear a drop in traffic. However, as explained in the podcast, this fear may be misplaced. Most websites have conversion rates of only 1–2%, meaning 98% of visits do not convert. The focus should shift from pure traffic numbers to conversion quality. As long as conversions and revenue remain steady, fewer visits may not be a real loss.

What Is Agentic Search?

Another innovation discussed is "Agentic Search"—an upcoming model where search results are fully flexible and customized to each user. Instead of a traditional list of links, Google may present interactive, visual experiences, like trying on clothes virtually and even purchasing directly from the SERP. This model could allow users to upload photos and receive personalized visual results, redefining ecommerce and product discovery.

What Website Owners Should Do

While change can be unsettling, most website owners don’t need to overhaul their strategy. The key is to stay adaptive and stick to Google’s long-standing advice: create high-quality content and a good user experience. As AI-generated traffic becomes harder to track, SEOs must shift their KPIs away from traditional analytics and focus more on conversions, brand visibility, and trust.

Key Points Covered:

• AI Mode is now the default experience on Google Search.

• Traffic may decrease, but conversions are what matter most.

• AI traffic is not labeled or trackable in analytics.

• Agentic Search is coming: personalized, interactive search experiences.

• Google’s priority remains delivering quick, useful information.

This episode underscores the importance of adaptability. Those who embrace the evolving nature of SEO and stay focused on real value for users—not just rankings or visits—will remain ahead of the curve.