Google’s newest way to search online – AI Mode – launched in the USA in May 2025 and as of the 8th of October 2025, AI Mode is finally available in Australia!
Saying I am excited about it is an understatement – finally, we have access to Google’s latest search experience like a big chunk of the rest of the world.
So what exactly is AI Mode? It’s Google’s new conversational search experience — where you can ask questions just like you would in a chat. Within seconds, Google’s AI scans the web and pulls together a clear, easy-to-read summary with links to the websites it’s drawn from. You can then keep the conversation going with follow-up questions or click through to explore the sources yourself. It’s designed to make searching feel more natural, faster, and smarter.
Here’s a look at an example of me using AI Mode on desktop so you can get an idea of what AI Mode is and how it works.
Some people see AI Mode (and AI in general) as a threat. But as with every change in digital marketing, the key is to adapt and use it to your advantage.
So today, I want to share some insights and tips for my fellow Aussie business owners on how to continue growing and thriving in Google’s new AI-driven ecosystem — and beyond.
So grab a glass of something delicious, and let’s dive in:
Less website traffic, higher conversion rates
Many businesses are noticing declines in website traffic compared to last year. When Google rolled out AI Overviews in 2024, visitation started dropping and AI Mode is accelerating that shift.
That’s because the exchange of information has changed. Google now answers and compares results right on the search results page, so users don’t always need to click through.
But here’s the silver lining: those who do click are far more likely to convert. Whether that’s making an enquiry, booking a service, or buying a product.
Think of it like hosting a dinner party with fewer guests, but the food and conversation are so good that everyone stays longer and enjoys themselves more, quality over quantity.
“When people click from search result pages with AI Overviews, these clicks are higher quality for websites, meaning that users are more likely to spend more time on the sites they visit.” – Google Australia
Answer your customers questions online
When people use AI Mode or an LLM (large language model) like ChatGPT, they write conversationally. They ask questions, they are inquisitive, and they write like they speak.
Therefore if you want AI to serve up the best information about your business, your products/services and industry online, make sure you answer those frequently asked questions by your customers and potential customers.
If the information isn’t on your website, then you simply won’t be part of the conversation.
Keep Content Accurate and Up to Date
Do a content clean-up. Outdated, irrelevant, or duplicate content doesn’t just hurt SEO, it confuses AI.
AI tools sometimes pull information out of context, so you want to make sure what’s available is current, accurate, and useful.
Pro tip: Use a crawler like Screaming Frog to list all your pages, then review each one to ensure it still serves a purpose.
If it’s not valuable? Delete it. Don’t be a content hoarder.
Build and Protect Your Brand
AI Mode doesn’t just pull from your website, it looks at everything: social media profiles, forums, review sites, and online mentions.
You can’t control exactly how AI references your brand, but you can shape the narrative by ensuring what’s out there is accurate, consistent, and positive.
The more your brand is talked about online (in a good way), the better AI will represent you.
Hot tip: Set up a free alert for your business and or product name to monitor any mentions of your business online via Google Alerts.
Optimise Your Google Business Profile (GBP)
Your Google Business Profile now plays a bigger role than ever. AI Mode frequently surfaces GBP data — from reviews and posts to business details and events.
So if you’re a local business, claim and optimise your profile, then update it regularly.
Ten minutes a week is all it takes to stay miles ahead of competitors.
Here’s a quick cheatsheet:
- Ensure all business data (including operating hours) is correct
- Upload new photos (inside and outside of your business)
- Add regular posts, promotions and events
- Be active in asking for reviews and responding to these
SEO Foundations Still Matter (A Lot)
To thrive in this new search era, you still need your SEO foundations to be rock solid.
Your website should:
? Load quickly and be technically sound (no broken links, clean navigation)
? Use structured data (Local Business, Product, Event, etc.)
? Feature unique, original content that reflects your expertise
AI wants to showcase fresh perspectives, not recycled text. So make your content your own by adding your voice, your own opinions, and experience.
This is how you demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and that’s what both traditional and AI search love.
Unique content
AI doesn’t want to cite the same thing everyone is saying. Be you and shout it from the rooftops. If you simply use AI generated copy or copy content from other websites – you definitely won’t show up in AI searches.
However, if you make your content your own, with your own opinions and show your expertise, you are going to stand out to AI and to customers.
Ensure your content conveys E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and you’ll succed in both normal search and AI search.
A Quick Checklist for Aussie Business Owners
Here’s what to focus on right now:
- Review and update your website content
- Optimise your Google Business Profile
- Monitor your brand mentions with Google Alerts
- Keep creating unique, expert-led content
- Maintain strong SEO foundations
Before I finish this post, I want to note that AI results can sometimes be incorrect or generic. AI Mode isn’t perfect, it can occasionally mix up brands or facts, so keep an eye on what’s being said about your business. If it is showing your business in the wrong light, perhaps check out some of my tips for making your business show up well in AI results here.
