Google has started testing a new search feature that merges its AI Overviews with AI Mode, offering users a seamless, integrated experience to explore topics more deeply through conversational follow-ups. This article examines the nature of this new test, its significance for marketers, and its potential effects on SEO and content visibility strategies moving forward. Short on time?Here’s a quick table of contents: - What’s changing in Google Search? - Why this matters for marketers - What marketers should do next **What’s changing in Google Search?** Google’s AI Overviews—the summary cards frequently appearing at the top of search results—represent a major change in how users interact with Search. Previously, delving deeper required manually switching to a separate AI Mode tab. With this new test, Google enables users to smoothly shift from a passive AI Overview to an active, Gemini-powered conversation. Rolling out currently on mobile devices worldwide, this update lets users ask follow-up questions within the same search interface. This development is part of Google’s broader Gemini strategy. Robby Stein, VP of Product for Google Search, shared on X that the goal is to remove friction: “You shouldn’t have to think about where or how to ask your question. ” In essence, search is evolving from a static input process to a dynamic dialogue. The timing is crucial as OpenAI reportedly entered “Code Red, ” reprioritizing product timelines in response to Google’s recent advances. With AI Overviews reportedly serving 2 billion users monthly and Gemini surpassing 650 million users, their convergence could mark a pivotal moment in AI adoption on the consumer web. **Why this matters for marketers** The new Gemini-powered Search model is more than just a product update; it may signal a fundamental shift in how users engage with online information, carrying significant implications for marketers and SEO professionals. Importantly, Google is encouraging longer, more exploratory sessions within its own platform. Rather than clicking through to publisher or brand websites, users might discover answers—and deeper insights—directly inside Search. This dynamic creates a tension between user convenience and content visibility. If audiences find what they need within Google itself, traffic to external sites may decline. **What marketers should do next** To navigate these AI-driven changes effectively, marketers should consider three key strategies: 1.

**Audit your SEO for AI Overviews readiness** AI Overviews aggregate content from across the web, making it vital to structure your site to support snippet-ready answers. Prioritize clear and concise content that addresses common user questions directly. Employ structured data markup and FAQ formats where suitable. 2. **Optimize for deeper intent beyond keywords** With Gemini facilitating follow-up queries, SEO focus may shift from isolated keywords to query chains. Develop content that anticipates and answers related questions, either within the same page or through intelligent internal linking. 3. **Adopt Gemini-friendly content formats** As Search becomes more conversational, content formats suited to natural language—such as how-tos, explainer pieces, and user-centered FAQs—may perform better. Complement these with well-tagged visuals to increase chances of inclusion in AI Overviews. Google’s experiment signals a move toward a more fluid and less linear search experience. Marketers must go beyond targeting keywords and instead design content that fits into multi-turn, AI-guided discovery. Maintaining visibility will require aligning content strategies with Gemini’s approach, not just traditional user queries.