How AI Mode and LLMs Affect SEO

What is AI Mode? 

Over the past 12 months, you may have seen Google’s AI Overview at the top of search results. AI Mode moves beyond this. Google explains that since AI Overview was introduced, people ‘want AI responses for even more of their searches’ (source: Google Blog). Whether that’s true is another question, but it won’t stop the launch of AI mode. 

AI mode aims to deliver on this, expanding on AI overview with ‘advanced reasoning, thinking and multimodal capabilities to answer even your toughest questions’. Essentially, AI Mode will provide more detailed responses, answer follow up questions and recommend helpful links to support your query. A one-up on AI overview. It is particularly useful for queries that need further questions and reasoning, supporting voice search and more specific, longer search terms.

Is AI mode already live? 

At the time of writing (31^st July 2025), AI mode is live in the UK (or is at least being rolled out this week). This makes it the third country to have AI Mode introduced, after the earlier release dates in both the US and India. AI Mode initially launched in the US with only users who opted in being able to access it. However, from May 20^th 2025, that was no longer the case, with all users having access. 

AI Mode has also been available in the UK to those using the Google app on both android and iOS, but the new update means desktop users will also be able to explore the new feature. 

When does AI Mode launch in the UK?

The official launch date for AI Mode in the UK was 28^th July 2025. However, this will take a few days to roll out and may require you to have later phone and desktop models or software versions installed. 

Is AI Mode different to AI Overview? 

Yes, AI mode is different to AI Overview, although the results and feedback from Google may feel similar. AI Overview typically answers single queries with a breakdown of your one query. It also adds in source references and helpful links to the articles that it uses to create it’s AI Overview. 

AI Mode will provide a similar experience, however, rather than answering traditional search, you will need to enter AI Mode to see the results. It also uses a ‘fan-out technique’ to issue hundreds of relevant searches and bring back the most important information to you. It has the capability to answer follow up questions, answer queries about images and PDFs and give you real time help with Search Live. 

Will AI Mode lead to a decline in organic traffic? 

Many websites have already started to see a decline in traffic. Ahrefs report that the Click Through Rate (CTR) for #1 organic results drops on average 34.5% when AI overview appears. That is huge. But here’s the interesting thing: According to Wordstream, nearly 100% (99.2% to be precise) of searches that trigger AI overview have informational intent. So, whilst organic traffic may be declining, the real change is how we measure the impact of SEO and organic search. 

There are already tools that exist to:

• Monitor brand search
• Find out when you appear in AI overview
• Report on traffic from LLMs such as ChatGPT

Traffic may be declining for informational search terms, but website actions such as form submissions and purchases can continue to grow by owning commercial intent keywords. 

That also doesn’t mean neglecting information content. AI Mode and AI Overview, whilst useful, can confidently spout a big load of nonsense. Maintaining your reputation as an industry-leader is still important, but the way you measure it will continue to adapt. And whilst AI may not lead to as much traffic, it can still reference your information, whilst you can still gain backlinks from external websites. 

AI mode shouldn’t lead to a decline in organic traffic. If it does, your strategy needs to change to target keywords that are bringing value to your business. 

How to optimise content for AI Mode & LLMs 

A question on everyone’s lips is how can you get yourself found in LLMs such as ChatGPT? AI mode is no different! These tools still need to find information, and that’s what your website is for. When optimising content for AI mode, think about what the user is actually looking for, and how to format your content to target those searches. 

• Informational search terms: AI Mode will typically be used for questions. 
• Long tail & unique queries: Many search terms are going to be completely unique, not suggestions you’ll find in SEMrush or Ahrefs data. 
• Formatting: The way your copy is formatted is no longer just for Google and traditional search terms. AI and LLMs need to easily find sections of your content and where you answer their question if you’re going to have visibility. 
• FAQs: For any websites that still don’t have FAQs on their website, don’t let yourself slip behind. FAQs, as well as FAQ schema, can support with increasing visibility for AI Mode and LLMs. 

Is it important to optimise for AI Mode and LLMs? 

To put it simply: Yes. LLMs have already had an impact on organic search. Businesses are starting to see sales via sources such as ChatGPT and Perplexity, and whilst their share of traffic is currently low in comparison to Google, it will continue to grow. 

Whether anyone can truly overtake Google is another matter for a few years down the line, but having visibility across all platforms has always been important. AI Mode and LLMs are just another way to get you and your brand seen. And if you’re not being suggested when someone asks ChatGPT 'who is the best branding agency in Burnley', then your competitors are.

How many queries are entered into LLMs per day? 

The exact number of queries is unknown but Byteplus suggest ChatGPT is receiving between 100-200 million daily queries, and it’s not slowing down. That’s just one LLM, so as others develop, the number of queries and opportunities for you to get found via LLMs, continues to rise. 

Do LLMs drive traffic to websites? 

Yes, LLMs absolutely do drive traffic to websites. They may not drive nearly as much traffic to websites as traditional search engines such as Google or Bing but the signs are there. 

We are regularly seeing referral traffic and sales from ChatGPT and Perplexity. As a lot of search terms on LLMs are again informational intent, it’s no surprise that traffic is low. But as more people use LLMs for commercial keywords, importance will increase. 

What’s next for AI search? 

Google has already started to roll out live capabilities in Search for real time help. This means you can use live videos to ask questions about what's right in front of your eyes. Protecting both brand search and commercial keyword visibility is essential right now to continue driving organic traffic. But as we’ve seen with functionality such as TikTok shop, new features can throw a spanner in the works.

The best solution is to adapt to change and understand that your audience is still there, they’re just finding you in different ways. 

Speak to Root Fifty-Two 

Have a question on SEO, AI search or anything related to your branding and marketing? Get in touch with our team to discuss your project and how we can help. Call Root Fifty-Two on 01282 911910, email hello@r52.co.uk or leave an enquiry.