Well, the dust has settled from Google I/O 2025 (annual developer conference), and it involved a whirlwind of AI announcements that are once again reshaping the world of SEO. Luckily, we are here to break down all the announcements and what they mean for your website SEO strategy.
AI Mode: The New Face of Search?
I previously wrote about how SEO strategies needed to adapt to LLM’s such as ChatGPT, and now Google is bringing a ChatGPT-style chatbot directly into the web search experience. It’s currently being rolled out, so you will start seeing an ‘AI Mode’ tab on your Google search. This marks a massive change in search behaviour, as users will be able to input complex queries, ask follow-up questions, and receive comprehensive, AI-generated responses. It’s no longer about links – it’s about delivering direct, conversational answers.
“AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web. Over the coming weeks, you’ll see a new tab for AI Mode appear in Search and in the search bar in the Google app.”
– Elizabeth Reid, VP, Head of Search, Google
AI mode is currently just an option inside Google Search, but I wouldn’t be surprised if, before long, it’s part of the main search. Currently, it’s being rolled out to all US users, and it’s clear that Google sees this as the future of their platform.
Implications for SEO
Instead of competing for top 10 blue links, in the future, brands will be competing for inclusion in AI summaries, follow-up questions and user experience elements like maps, graphs and images. In general, we are already seeing this change with a 30% drop in click-throughs since AI Overviews launched last year, but AI mode is likely to exacerbate this further and lead to a further drop.
For those working on SEO content, the focus needs to pivot to ensuring content is the go-to source for AI references and becoming a trusted advisor that AI leans on.
Personalisation: One Size No Longer Fits All
With the introduction of Personal Context, Google’s search results are becoming hyper-personalised, drawing from users’ Gmail, Calendar, Maps, and more. This means two users searching the same term might see entirely different results based on their personal data.
The Introduction of Personal Context at Google I/O will also provide an even more individual experience than we have seen before. Drawing from Gmail, Calendar, Maps and more, search results are becoming more hyper-personalised, so that the same term for two users may provide entirely different results based on personal data.
For example, Google could be learning your allergies so that it doesn’t show you recipes that contain them, or tailoring results based on your booked travel plans. If you ask about a specific product, it already knows your preferences, what to exclude, and what to show more prominence based on the individual.
“Today, the search experience for someone looking something up varies from postal code to postal code, but with this type of feature, it’s going to vary from individual to individual.”
– Ross Simmonds, CEO, Foundation & Distribution.ai via LinkedIn
Implications for SEO
Keyword rankings are becoming less and less universal. Strategies now need to account for different contexts and rely on content that resonates with users on a personal level.
It also means that integrations across the Google network will matter even more for brands such as YouTube Engagement or interactions on Gmail.
The Rise of Real-Time, Multimodal Search
Visual search is now becoming central to how users interact with information. Google Lens already boasts over 1.5 billion users monthly, and Project Astra is now rolling out real-time multimodal search on Android and iOS. Search is becoming a live, interactive experience, with users able to point their cameras, speak naturally and get answers that are conversational and contextual. The result? Discovering isn’t just about text anymore. It’s visual and it’s spontaneous.
Implications for SEO
To ensure you are visible, brands must go beyond keywords. Real-time search demands content delivery that is fast and adaptable, so remaining competitive requires focus on optimising for images, including alt text, structured data and mobile design. Of course, we have been implementing these basics on our websites for some time, but it’s more important than ever that this is never ignored.
The Future of the E-Commerce AI Landscape
AI is set to transform eCommerce and for Google, that means big changes to how people use Google to find products.
They announced their Shop with AI Mode last week, which means that users will be able to get real time product data, visual inspiration, and even upload photos to try on clothes virtually, all within Google. Their agentic checkout will also mean that users can track prices, set colour or size preferences, and ask Google to “buy for me” to complete the purchases via Google Pay without ever leaving search.
Implications for SEO
To ensure eCommerce businesses are ready for this future, it will be important for websites to have up-to-date inventory and accurate pricing, as well as backend image tagging and good visuals. The user experience must be good for both the user and for the AI agents Google will use to crawl the website.
Leveraging structured data on products and tools like Merchant Centre will also be a must.
Product pages that include try-on options, lifestyle imagery, reviews and clear calls to action on the page are also likely to be favoured within this new way of shopping.
Summary: How does this affect SEO strategies
The flurry of AI announcements at Google I/0 2025 both do and don’t change the way we are looking at SEO. Whilst clearly there are some big changes already being rolled out, many of these were ones that we were already encouraging clients to adopt to stay ahead with the rise in LLM’s and Google AI Overview. The fundamentals remain the same – it’s not just about being visible in search engines, it’s about being visible everywhere with an integrated marketing approach.
However, these announcements do accelerate the need for brands to stay ahead, as it’s clear that things are moving fast, and brands will start feeling the effects immediately.
Tweaks Key SEO Strategies for 2025
Depth of content – ensuring the content we provide provides comprehensive and authoritative information that AI systems can rely on and cite accordingly.
Structured Data – Implementing structured data to help AI understand and utilise content effectively.
User first – ensuring the content aligns with varied user intents and contexts specific to the user
Continuous Learning – Stay updated with AI advancements to refine our strategies accordingly.
Google I/O 2025 has set the stage for a transformative era in SEO. At Tweak, that means embracing the changes and continuously and proactively adjusting our strategies to ensure that our clients digital presence remains strong despite all the changes.
