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Technology is changing search marketing through AI-generated answers, conversational search, visual discovery and new ways to measure visibility. For businesses, the practical response is not to abandon SEO or chase AI-specific tricks: make useful pages easy to find, create content with distinctive value, and use available search reports to assess exposure without mistaking impressions for customers.
How AI is changing search behavior
Google’s AI Overviews and AI Mode add generated responses to Search, but Google says they draw on its Search index and core Search systems. Its documentation describes retrieval-augmented generation and query fan-out: Search may retrieve indexed pages and explore related queries to respond to a broader question. Being discoverable and useful in Search therefore remains relevant; Google’s materials do not establish a separate, guaranteed “AI ranking” formula. Google’s guidance on AI features in Search
Google’s May 2026 product account describes responses with more direct links, suggested next steps and previews intended to help people inspect linked sites. These are product descriptions, not evidence that a particular business will earn more visits. Google’s May 2026 AI Search update
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Google reported in June 2026 that AI Overviews had more than 2.5 billion monthly active users and AI Mode had more than one billion monthly users. These are Google-reported audience figures, not independent audited estimates, and they do not indicate how much traffic an individual company can expect. Google’s June 2026 account of AI Search controls and usage
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AI Overviews present a generated summary within Search results; AI Mode is a more conversational search experience. Google’s May 2026 account describes links and follow-on actions in its AI experiences, but neither the audience figures nor product descriptions establish that an appearance will produce a click, lead or sale.
What businesses should keep doing for SEO
Google says its existing SEO best practices remain relevant to generative AI Search because those features rely on core Search ranking and quality systems. Its guidance points businesses toward distinctive, reliable, people-first content; clear organization; relevant, high-quality images or video; crawlability; Search eligibility; and a usable page experience. Eligibility and indexing do not guarantee that a page will be shown. Google’s guidance on AI features in Search
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Prioritize useful substance and technical access
- Answer the reader’s real need with information, expertise or perspective that is useful and distinctive.
- Organize pages clearly so readers and search systems can understand what each page covers.
- Make important pages crawlable and eligible for Search; technical access is a prerequisite, not a promise of visibility.
- Use relevant, high-quality imagery or video where it genuinely helps explain a product, service or subject.
- Maintain a usable page experience rather than optimizing only for a search feature.
Do not build an “AI SEO” workaround for Google
Google says sites do not need an llms.txt file, special markup for AI Search, unusually small content chunks, a special AI writing style, inauthentic mentions, or additional structured data specifically to appear in generative AI features. Structured data may still support broader SEO and eligibility for rich results. These statements describe Google Search guidance; they should not be generalized to every AI platform. Google’s guidance on AI features in Search
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Search Console gives site owners first-party views of certain kinds of Search exposure. Google says generative AI performance insights had rolled out to all websites worldwide by August 31, 2026. The report includes impressions, pages, countries and dates; for Search results, it also includes devices. Impressions indicate visibility in the reported experience, not revenue or incremental conversions. Google’s June 2026 account of AI Search controls and reporting
On September 24, 2026, Google announced Search Console reporting for web multimodal search, with a global rollout starting that day. It covers searches through Lens, Circle to Search on Android, image uploads to Google Search, and Chrome’s right-click “Search this image” feature. Site owners can use the multimodal search-type filter and export the data. Google says metrics appear when a site receives traffic from these queries, so no visible data is not proof that visual search has no value for a business. Google’s announcement of multimodal search reporting
A practical Search Console review
- Open the site’s Search Console performance reporting and review the available generative AI insights. Google’s documentation does not specify a single UI path applicable to every account, so use the report labels currently shown in your property.
- Compare impressions across dates, pages and countries; review device breakdowns where the report provides them.
- Use the multimodal search-type filter to inspect relevant visual-search activity, then export the data if you need to compare it with other reporting.
- Interpret impressions as exposure, then assess downstream business outcomes using your own analytics and conversion records. Search Console’s reported visibility alone does not establish incremental business impact.
Google also described a control for whether a site appears in and helps ground responses in generative AI Search features. Its June 2026 article said opting out would remove impressions and traffic from those features, while the control would not act as a ranking signal outside them; it also said the control and related insights reached all websites worldwide by August 31, 2026. Because this setting can affect whether a site appears in those features, verify its current implementation and implications before changing it. Google’s June 2026 account of AI Search controls
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Google’s traffic figures do—and do not—say
Google’s August 2025 account said total organic click volume from Search to websites was relatively stable year over year and that average click quality had increased. Google also noted that traffic shifts among sites and that some quick-answer searches may satisfy users without another click. This is a company-reported aggregate observation, not a forecast for any particular business, industry or page. Google’s August 2025 account of Search traffic
In the same article, Google Search head Liz Reid wrote, “We continue to send billions of clicks to the web every day and are committed to prioritizing the web in our AI experiences in Search.” That is Google’s stated position, not independent evidence of the effect on a specific site. Google’s August 2025 account
Google’s May 2025 advertising article reported more than five trillion searches on Google annually. That platform-wide figure does not measure the reachable audience for an individual advertiser. The same article reported an over-10% increase in Google usage for query types that show AI Overviews in the U.S. and India, based on an experiment comparing two cohorts from September 2024 through April 2025. It describes platform usage for that subset of query types, not a promised traffic increase for businesses. Google’s May 2025 Ads and Commerce article
Paid search in AI experiences: check current availability
Google’s May 2025 Ads article described an expansion of Search and Shopping ads in AI Overviews to U.S. desktop and tests of ads in AI Mode, potentially below and integrated into relevant responses. It gave eligibility examples involving Performance Max, Shopping, and Search campaigns with broad match, including AI Max for Search campaigns. Those details are a dated announcement, not confirmation of what is currently available across markets, devices or campaign types. Advertisers should confirm current Google Ads documentation and account eligibility before planning around a placement. Google’s May 2025 Ads and Commerce article
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