Building on the insights shared our recent blog about AI and SEO in 2024, the recent leaks about Google’s forthcoming AI Mode marks another pivotal moment for digital marketing. While the previous shift to the Chat Experience Results Page (CHERP) highlighted the importance of optimizing for conversational AI like ChatGPT, Google’s AI Mode represents a new battleground where traditional SEO merges with real-time conversational search.
For small to medium-sized businesses (SMBs), understanding the implications of this AI-powered shift—and how it complements the CHERP model—is essential to staying competitive. Here’s how AI Mode builds on the concepts of Generative Engine Optimization (GEO) and what SMBs need to know to adapt their digital marketing strategies.
What is Google’s AI Mode, and How Does It Build on CHERP?
Google’s AI Mode is poised to enhance the search engine’s capabilities by integrating a chatbot-like experience directly into the search results. Accessible via a tab alongside “All,” “Images,” and “Videos,” this mode enables users to interact with AI-driven answers, refine their queries through follow-ups, and even use voice inputs to ask questions.
This development builds on the concept of CHERP, which prioritizes conversational AI as a primary means of delivering information. While CHERP highlighted the need for businesses to create content optimized for AI platforms like ChatGPT, AI Mode consolidates that focus within the Google ecosystem, offering users a hybrid experience of traditional and AI-driven search.
At the time of writing, it appears that users will have the option to turn off Google’s AI search filter and receive results in the traditional results page format. However, this has not been confirmed.
Generative Engine Optimization and AI Mode: A Unified Strategy
In the PlayMakersX blog on CHERP, the concept of Generative Engine Optimization (GEO) emerged as a key strategy for optimizing content visibility within AI platforms. GEO shares several principles with traditional SEO, such as high-quality content, strategic keyword usage, and user-focused design. Google’s AI Mode amplifies the importance of GEO by introducing these practices directly into the world’s most-used search engine.
- Content Relevance: AI Mode will prioritize content that answers specific user questions conversationally. SMBs must create detailed, high-value content that addresses long-tail queries and aligns with user intent.
- Voice-Search Optimization: With AI Mode supporting voice-based queries, businesses need to tailor content to natural, conversational language. FAQs and blog posts written in a question-and-answer format will become even more valuable.
- Hybrid Visibility Goals: While GEO initially focused on CHERP, AI Mode requires SMBs to balance visibility across traditional search results, AI summaries, and conversational interfaces.
How SMBs Can Adapt Their Digital Marketing Strategies
- Embrace Unified Content Creation
The integration of AI Mode into Google’s search system underscores the need for SMBs to create content that serves both traditional SEO and GEO goals. For example, an HVAC company might write a blog titled “How to Choose the Best Digital Marketing Strategy for Your Business” optimized for long-tail keywords, while ensuring the content answers common questions AI users might ask, such as “What’s the best digital marketing approach for a small business owner?”
- Prioritize Voice Search Compatibility
AI Mode’s voice search capabilities demand that SMBs adopt natural language keywords and phrasing. Businesses should analyze queries that users are likely to ask aloud and incorporate these into their content strategy. For instance, instead of targeting “best local marketing agency,” businesses might optimize for “Who’s the best local marketing agency near me for small business B2B marketing?”
- Optimize On-SERP and AI Engagement
As AI Mode consolidates the SERP and CHERP experience, SMBs should focus on optimizing their content for on-SERP features such as rich snippets, as well as conversational AI summaries. This means structuring content with clear headings, concise answers, and action-oriented CTAs that encourage users to click through for more details.
- Strengthen Trust Signals Across Platforms
Building brand authority is critical in an AI-driven search landscape. SMBs must amplify reviews, testimonials, and third-party validations to ensure their business is cited as a reliable source by AI engines. Strategies like requesting reviews after client interactions or posting customer success stories can help establish credibility.
The Implications of AI Mode on Paid Advertising and PPC
The introduction of AI Mode doesn’t just affect organic search—it also reshapes the landscape of PPC and paid advertising.
- Conversational Ads: SMBs can expect ads to integrate more seamlessly into AI-generated answers. Businesses offering B2B software, for example, might see their ads embedded into responses to queries like “What’s the best CRM for small businesses?”
- Premium Ad Placements: With limited space in AI Mode responses, competition for ad placements will likely intensify, driving up costs for highly targeted campaigns. SMBs will need to refine their ad strategies to maximize ROI.
- Voice-Driven Ad Engagement: As voice search becomes more prominent, ad copy should be designed for conversational contexts, ensuring it resonates with users who ask questions aloud.
Before you make any major changes to your paid advertising approach, remember that nobody is certain what AI mode will mean for paid advertising. We advise a wait and see approach, but if you have questions, please don’t hesitate to reach out to us.
Looking Ahead: GEO and AI in Tandem
The rise of Google’s AI Mode doesn’t diminish the importance of CHERP or GEO—it complements them. SMBs must adopt a hybrid approach that integrates traditional SEO practices with AI-focused strategies. From optimizing for long-tail keywords and conversational queries to investing in content that drives authority, the path forward lies in adapting to these interconnected systems.
PlayMakersX’s previous exploration of CHERP highlighted the growing dominance of AI-driven platforms. With the addition of AI Mode to Google Search, the evolution of digital marketing has become even more dynamic. By staying ahead of these changes, SMBs can ensure their content remains visible and impactful across all search environments.
PlayMakersX: Your Partner in Navigating the Future of Search
At PlayMakersX, we specialize in helping SMBs adapt to the ever-changing digital marketing landscape. From crafting content that aligns with GEO principles to optimizing for emerging technologies like AI Mode, we tailor our strategies to your unique business needs.
As AI continues to reshape the search landscape, let us guide your business through this new frontier. Together, we’ll ensure your brand thrives in the world of traditional and AI-driven search.
Contact PlayMakersX today to future-proof your digital marketing strategy!