The release of AI Mode (Google’s new name for the Search Generative Experience, or SGE, in Australia) on Oct 11th, marks the next era of information discovery….the search landscape in Australia just underwent a significant transformation.
Powered by a customised version of the advanced Gemini 2.5 AI model, this feature helps users move from simple queries to complex problem solving
What does ‘AI Mode’ mean for SEO?
For digital marketers and business owners, this isn’t just a new feature, it’s a fundamental change to how visibility, traffic and authority are earned.
The shift is moving away from purely technical SEO to a blended strategy where brand credibility is the non-negotiable foundation
As a Google Partner and expert, I’ve been fielding the same critical question from every Australian business owner: “What do we do now?”
To help you navigate this new landscape, you must answer these five non-negotiable questions.
This isn’t theoretical SEO; this is the strategic playbook required to ensure your brand is cited as the definitive source in the age of AI.
Part 1: The 5 Non-Negotiable Questions (The Strategic Playbook)
These questions force a shift in mindset from chasing rankings to building unassailable authority.
Q1: How is AI changing the SEO game? Are keywords and backlinks still as important as they used to be?
AI hasn’t changed the rules of SEO, but it has drastically raised the standard for what Google considers good content.
The AI acts as your audience’s ultimate content editor—it searches the web, summarises the best results and presents a direct answer.
- Keywords Now Guide Intent: Exact-match keyword optimisation is less vital. Instead, keywords must be used to map out the user’s comprehensive intent and context.
- Backlinks are Non-Negotiable Authority: Backlinks and the resulting Domain Authority are the primary signals the AI uses to filter out low-quality content.
If you’re not an authority, the AI will not cite you.
Q2: Why do you think branding matters more now than ever when it comes to search?
In the age of AI, your brand is your primary SEO strategy.
Branding in this context boils down to Trust – the E-E-A-T framework: Expertise, Authoritativeness and Trustworthiness
The AI is programmed to only source information from entities that have demonstrated this trust across the web.
When a user sees an AI-generated answer, they often scan the cited sources for names they recognise.
The AI is not showing bias(well.. thats another can of worms) it’s using the collective trust signals of the entire internet to act as a quality filter.
If you are a recognisable, trusted entity, the AI is more likely to use you as the definitive citation for the information.
Q3: How should businesses track visibility now that AI is the gatekeeper?
Tracking brand recognition requires a deep dive into non-traditional data points.
- Focus on Engagement: Prioritise metrics like dwell time and low bounce rate (or engagement rate) This proves to the AI that your content satisfies the user’s complex query.
- Branded Search Volume: This is the most direct indicator of growing trust. A user is searching for your business name because they already trust it.
- Assisted Conversions: Traffic volume may decrease, but IF the AI is ‘pre-qualifying’ users, your conversion rates should increase. Focus on the quality of the clicks, not just the quantity.
Q4: What kind of content helps build trust and authority with both search engines AND audiences today?
The simplest answer is also the most crucial starting point: Any content is better than zero content. Start sharing your story!
However, to truly earn an AI citation, you must quickly move from “any content” to “authoritative content.”
The kind of content that truly cuts through is human-centric and unique:
- Original Research and Proprietary Data: Content that exists nowhere else on the internet (e.g., your own Australian market survey, a unique case study).
- Demonstrated Experience (The “E” in E-E-A-T): Show, don’t just tell. Use video, rich media, and personal accounts to prove you have first-hand experience.
Q5: If you were advising marketers right now, what is one thing they should do to keep up with AI-driven search?
The single most important thing marketers should do is to treat your existing content as a living asset and commit to continuous improvement.
You need to shift your mindset and make a habit of Evergreen Optimisation:
- Stop Chasing New Topics; Start Perfecting Old Ones: Regularly audit and update your core content to reflect the latest information. Every update you make reinforces to both the reader and the AI that your content is accurate, current, and a trustworthy source.
Part 2: The Expert Drill-Down: Lessons from the US Rollout
The theoretical threat of AI is now a practical reality. Data from the US market (where the SGE/AI Mode feature was tested extensively) provides non-negotiable proof points for Australian businesses.
1. The Core Problem: CTR Decline & The New Goal
The most immediate and concerning impact for many US publishers has been a decline in clicks for general, top-of-funnel queries.
- Zero-Click Searches are Amplified: When an AI Overview appears, users are less likely to click on traditional search result links, because the AI has provided the answer directly.
- The Strategic Pivot: The goal shifts from “ranking high” to “securing a citation.” If your business provides generic, simple information, that content is now a high risk for loss of traffic.
- Source: Pew Research Center data on user behavior with AI summaries.
https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
- Source: Pew Research Center data on user behavior with AI summaries.
- The Trade-Off: Higher Quality Clicks: While overall volume may dip, the traffic that does click through is often more qualified, as the user is going beyond the summary for in-depth analysis or transactional steps (Google Blog).https://blog.google/products/search/ai-search-driving-more-queries-higher-quality-clicks/
2. E-Commerce and Content Risk Assessment
The impact of AI Mode is not evenly distributed; it heavily depends on the user’s intent.
| Content Type | AI Mode Risk | Strategic Focus for AU |
| Informational (How-To Guides, Definitions) | High Risk: Easily summarised by AI. | Pivot: Focus on unique, experience-based content (e.g., “My 12-Month Review of X Product”). |
| Transactional (Product Pages, Pricing) | Low Risk: AI cannot complete the purchase. | Double Down: Ensure Schema Markup for products is perfect and focus on rich media and buying guides. |
| Branded (Your Company Name) | Very Low Risk: User already knows and trusts you. | Invest: Build out comprehensive, high-E-E-A-T hub pages. |
| Source: BrightEdge, Lengow data on SGE impact by industry. |
3. Generative Engine Optimisation (GEO) is (part of) the New SEO
The US experience confirms that marketers must adopt techniques for Generative Engine Optimisation (GEO)—the practice of making your content easily digestible and verifiable by an AI model.
| SEO Tactic | GEO Requirement | Rationale |
| Keywords | Optimise for Conversational Queries | Users ask the AI complex, long-tail questions (two to three times longer than traditional searches). |
| Structure | Implement Structured Data (Schema) | This tells the AI exactly what your content is about (product, recipe, Q & A) and makes it easy to cite. |
| Authority | Non-Negotiable E-E-A-T | The AI uses the trustworthiness of your domain (backlinks, mentions) as the first filter for inclusion. |
| Source: Semrush, NOW Digital Agency analysis on SGE optimisation. |
Conclusion: Your Mandate as an Australian Marketer
The launch of AI Mode powered by Gemini 2.5 is not an obstacle; it’s a quality test.
The companies that thrive in Australia will be those that embrace the shift from being a website that ranks, to an entity that the AI trusts and cites as the definitive authority in their niche.
If you’re not part of the answer in AI Mode, you are disqualified from the modern buyer’s journey.
Start your strategic overhaul today!
Ongoing content creation, site flow & UX ( User Experience) have never been more important.