Google AI Mode | GEO Plan | TREC Digital Milton Keynes

Ready to future-proof your content strategy? The time for action is now.

Google has just launched AI Mode across the UK this week, powered by Gemini 2.5 – and I can tell you, this changes everything. After years of optimising for the familiar blue links, we’re now facing a conversational AI experience that answers complex queries without users ever clicking through to your website.

But here’s what I’ve learnt from working with businesses through similar seismic shifts: the winners will be those who adapt quickly and strategically. Let me walk you through exactly what you need to do today to maintain your visibility and website traffic in this new landscape.

Understanding the New Reality

AI Mode isn’t just another Google update; it’s a fundamental shift in how people search. Users are now asking questions “two or three times the length of traditional search queries,” with prompts like “Things to do in Edinburgh this weekend with friends. We’re big foodies who like music but also chill vibes and exploring off the beaten track.”

The stark reality? Research shows click-through rates have halved since AI Overviews launched, with users clicking through to websites just once per 100 searches when AI summaries dominate the results page. But before you panic, know that I’ve seen businesses not just survive these changes, but thrive by getting ahead of them.

The Critical Question: Separate Strategies or Unified Content?

You’ve asked the right question. Should you create separate content for AI platforms versus human engagement, or can you successfully combine both? I’m firmly in the unified camp, and here’s why this approach works brilliantly when executed properly.

The secret lies in understanding that quality content that genuinely serves human needs is exactly what AI systems want to reference and cite. You don’t need to choose between feeding the AI or engaging your audience. You need to excel at both simultaneously.

Your 5-Step Action Plan

1. Master Entity-Based Authority (Start This Week)

Traditional keyword stuffing is dead. AI Mode prioritises entity-based authority and user intent over exact keyword matches. Brands must focus on establishing a clear, authoritative presence in Google’s knowledge graph.

What I want you to do immediately:

Audit your content for topical depth rather than keyword density
Create comprehensive resource hubs around your core expertise areas
Use long-tail question phrases as actual headings (like I’ve done in this very piece)
Build internal linking that demonstrates the relationships between concepts

2. Embrace Conversational Query Optimisation

Conversational AI search will eventually render keyword search volumes less relevant and less accurate. I’m already seeing this shift with my clients.

Your immediate actions:

Research the natural language questions your customers actually ask
Structure your content to answer complete questions, not just keywords
Use FAQ sections strategically, but make them genuinely helpful, not keyword-stuffed
Write as if you’re having a conversation with a colleague

3. Create Multi-Modal Content That Commands Attention

Gemini processes and generates various types of data, including text, images, videos, and audio. Businesses that rely on text-only approaches risk being overlooked.

What works right now:

Incorporate high-quality images with descriptive alt text
Create video content that answers key questions
Use infographics that visualise your key points
Add audio elements where appropriate (podcasts, voice explanations)

4. Build “Citation-Worthy” Content

Here’s what I’ve discovered: Sites that rank #1 in Google’s blue links are used as a source in AI Overviews about 25% of the time, but ranking well traditionally no longer guarantees inclusion.

The citation formula I recommend:

Lead with authority signals: Author credentials, publication dates, source citations
Structure for scannability: Clear headings, bullet points, numbered lists
Provide complete answers: Don’t make AI systems piece together information from multiple sources
Include relevant data and statistics: AI systems love concrete, verifiable information
Maintain factual consistency: Any contradictions will hurt your chances of being cited

5. Optimise for the Entire Customer Journey

Some sites have reported decreased traffic numbers but increased revenue, and this is the key insight. Every visitor becomes more valuable when overall traffic decreases.

Your visitor value strategy:

Improve your conversion rate optimisation immediately
Create clear, compelling calls-to-action on every page
Develop multiple touchpoints beyond search (email, social, direct traffic)
Focus on building brand recognition so users seek you out directly

The Unified Content Approach That Works

The most successful businesses I’m working with aren’t creating separate content streams.They’re creating content that excels on multiple levels:

Layer 1: AI Optimisation

Clear, factual information that AI can easily deconstruct and cite
Structured data and proper markup
Comprehensive coverage of topics with authoritative sources

Layer 2: Human Engagement

Compelling storytelling and brand personality
Practical examples and case studies
Emotional connection and persuasive elements

Layer 3: Conversion Focus

Strategic placement of calls-to-action
Trust signals and social proof
Clear value propositions

What to Prioritise Right Now

I’ve seen too many businesses get overwhelmed by trying to change everything at once. Here’s your prioritised action list:

This Week:

Audit your top 10 pages for entity-based authority
Add comprehensive FAQ sections to key landing pages
Review and improve your Google Business Profile completely

This Month:

Create multi-modal content for your most important topics
Develop a content strategy around natural language queries
Implement structured data markup across your site

Ongoing:

Monitor your brand mentions across AI platforms
Build relationships for quality backlinks and citations
Continuously test and refine your conversion optimisation

The Bottom Line

Google’s AI Mode isn’t just a new feature – it’s the future of search. Google’s CEO has made clear that 2025 will be about making AI apps like Gemini the point of contact between users and search.

The businesses that succeed won’t be those that try to game the system or create separate strategies for AI versus humans. They’ll be the ones that create genuinely excellent content that serves both audiences brilliantly.

Your content can absolutely feed AI platforms while remaining engaging and on-brand. In fact, this unified approach is more effective because it builds the kind of comprehensive authority that both AI systems and human users respect.

The transformation is happening now. The question isn’t whether you’ll adapt – it’s whether you’ll lead the change or scramble to catch up. I know which option serves your business better.