Introduction to AI Mode
Google has officially launched AI Mode, an AI Overview on steroids, in beta. This development comes almost a year after the launch of AI Answers in search results. The impact of AI Answers on the open web has been significant, but not necessarily positive. In fact, AI Overviews take more clicks away from classic search results than they give back to cited sources. AI Mode has the potential to exacerbate this issue, leading to a significant decrease in traffic.
Deep Research Threatens Google
Deep Search is an AI agent developed by Open AI that creates lengthy reports on a subject of choice. This agent uses reasoning to synthesize large amounts of online information and complete multi-step research tasks. The most obvious application of Deep Search is market research, but it can also provide rich insights into consumer topics such as buying a car or booking a trip. Deep Search performs tens to hundreds of searches to compile a report, saving users a significant amount of time and effort.
How Deep Search Works
When prompted with a question, Deep Search browses through numerous search results and reasons its way through the content. For example, when asked about the best hybrid family car with 7 seats in a specific price range, Deep Research browsed through 41 search results and provided a comprehensive report. The report took 10 minutes to compile, but it probably saved human hours of research and at least 41 clicks that could have gone to Google ads.
The Case For Deep Search
Deep Search agents are a threat to Google because they provide impressive results, massive time savings, and potential for personalization. The conversational back-and-forth with Deep Search agents is similar to interacting with a salesperson in a store. Additionally, every search engine or AI chatbot either already has a Deep Search agent or is working on one, indicating that it could be the future of search for complex queries.
Other Search Engines Follow Suit
Bing had a "Deep Search" feature since December 2023, which provides more relevant and comprehensive answers to complex search queries. Other search engines, such as Grok, Gemini, and Perplexity, have also developed similar features. Google’s AI Mode is likely a response to these developments, and it could bring Deep Search to the masses.
The Impact On SEO
The impact of AI Overviews on SEO traffic is negative, reducing click-through rates across the board. AI Mode could make this issue worse, but there is hope for marketers. Deep Search agents are transparent with their sources and queries, allowing marketers to track and optimize for these queries. Additionally, purchase intent doesn’t go away, even if searchers get answers before clicking on websites.
Opportunities for Marketers
Marketers will need to find alternative ways to influence buyers, such as brand marketing, social media, and advertising. There is also a chance that AI Mode will show up predominantly for informational keywords, putting more weight on high-intent keywords. Furthermore, Bing’s Deep Search answer is parked in the middle of organic and paid results, garnished with links to sources, which could still drive traffic to websites.
Conclusion
The rise of Deep Search agents and AI Mode marks a significant shift in the way we search for information online. While this development poses challenges for marketers and SEO experts, it also presents opportunities for innovation and growth. As AI technology continues to evolve, it’s essential to stay ahead of the curve and adapt to the changing landscape of search. By understanding the implications of Deep Search and AI Mode, marketers can develop new strategies to reach their target audience and drive traffic to their websites. Ultimately, the future of search is likely to be shaped by AI, and it’s up to us to navigate this new landscape and make the most of its potential.