Same Search, New Rules: How Google’s AI Is Changing What Shows Up (and What Doesn’t)

TL;DR: Google is testing different ways to improve user journeys with AI — and it's redefining what shows up in search. Instead of ten blue links, customers now see AI-generated answers driven by structured data, local profiles, and trusted sources. That means traditional SEO tactics alone won't cut it. Brands need to prioritize machine-readable content, accurate listings, and unified strategies across AI and classic search. In this blog, we break down the changes and what marketers should do now to stay in the conversation.

At Google I/O 2025, a big change hit the search bar: AI Mode. It looks like a toggle. It acts like a conversation. And it's powered by Gemini 2.5 — Google's latest step toward an "answer engine" that thinks more like a digital assistant and less like a blue link generator.

This isn't just a change in UX. They represent a fundamental shift in how — and what — people discover when they search. AI results are becoming more and more prominent across the board. What started with a "subtle" AI Overview is now shifting to AI Mode. Further, AI is also infused in other parts of the Google experience, like in Local Search results.

A "traditional" Google search still shows (for now!) the experience we're all familiar with: organic links, local reviews. But with the AI-organized search results page, now live on mobile? You enter a curated space where Google decides which recommendations matter most — based on structured data, entity understanding, and context-aware answers.

To show the impact, we tested a real-world query: "laptop friendly cafe near me." In classic search, you get a local pack and some website links — including to well-known platforms like Yelp. With the AI-organized SERP? The response is editorial. It's curated. And if your brand's structured data isn't rock-solid, you're not in the conversation.

Take a look:

And here's the AI-organized SERP with curated recommendations (since this is a local "near me" search):

The results aren't completely alien. There's still a map, and one of the same links fills the "best cafes for working" section. But the presentation is different, the direct recommendations are enhanced, and — perhaps most crucially — links to some major review sites are missing entirely. Instead, Google may be using reviews to inform its recommendations for "quiet cafes for working" on the backend... but it isn't sending users there. The TL;DR? Google's new response is more editorial.

This isn't a future feature. It's live, and it's changing the way people discover brands right now. So, with direct answers and customized recommendations on the rise, discovery today isn't just about rankings — it's about presence. And according to Google, visibility starts with machine-readable content, accurate listings, and a unified strategy across surfaces.

This isn't a future feature. It's live, and it's changing the way people discover brands right now. So, with direct answers and customized recommendations on the rise, discovery today isn't just about rankings — it's about presence. And according to Google, visibility starts with machine-readable content, accurate listings, and a unified strategy across surfaces. To stay visible in this new world of conversational, AI-generated results, brands can't afford to stick with SEO strategies built for a traditional SERP. Here's where to start:

• Structure your data like your visibility depends on it — because it does. Google relies on structured, machine-readable content to build its AI answers. Use schema markup to tag your content, tie it to a knowledge graph, and keep it current. If your brand's core facts aren't easy for AI to interpret, you won't make the cut.

• Double down on helpful, original content. Google has made it clear: AI experiences are designed to reward content that's valuable, people-first, and tailored to deeper, more specific queries. Don't just summarize what others say — offer something unique that satisfies user intent.

• Keep your local data clean and current. Especially for queries with location intent, like "laptop friendly cafe near me," this new experience appears to be pulling heavily from Google Business Profiles, structured reviews, and verified local data. Keep GBP data accurate, reviews fresh, and content tied to trusted sources.

• Make sure your content is accessible and fast. Even great content can underperform if the page is slow, cluttered, or hard to navigate. Check that your site works well across devices, loads quickly, and clearly highlights the main content. Page experience still matters in both classic and AI search.

• Measure where you're showing up — not just where you rank. Classic SEO tools won't tell you how often you appear in AI search. Instead, you need to see where your data is actually surfacing across Google's new modes — and beyond.

• Unify your strategy across traditional and AI search. Non-linear journeys are the new norm. Customers could find you via a link, a local pack, an AI answer, a social post, or a third-party app. Don't silo your optimization efforts — align teams across local, content, SEO, and brand to deliver consistent and structured data everywhere.

• Think beyond traffic — focus on outcomes. AI-organized results compress the funnel. If customers are converting directly from a result — calling, navigating, booking — that's visibility doing its job. Track those signals, not just clicks.

Pro tip: Make sure you monitor your brand's visibility everywhere. If you don't currently track your brand's presence and sentiment across traditional and AI search platforms, it's time for a tool that can help.

The search experience is being rebuilt in real time. But the brands that treat AI readiness as a strategic imperative — not a technical afterthought — will be the ones who keep showing up, no matter how the interface changes.

Want to dive in further? Check out our AI search visibility checklist or click here to learn more about Yext Scout.