Two years ago, Google introduced AI Overviews, leading to speculation that traditional Search was on life support. Last year, Google unveiled AI Mode, introducing a now very familiar conversational experience in a separate tab of Google Search. And now, Google has put the proverbial nail in the coffin for traditional Search as we know it: it made the Search box bigger.
Google’s “intelligent Search box,” announced at the annual I/O developer conference among several other AI Search updates, represents the tech giant’s most significant upgrade to the Search box in 25 years. The “intelligent Search box” expands dynamically as users input their query, allowing users to supplement their search with images, files, videos and even Chrome tabs, inviting users to a more conversational, personal Search experience.
Users who input a follow-up question in AI Overviews will be automatically redirected to AI Mode, a more seamless transition introduced earlier this year that has now been rolled out globally.
Search isn’t actually “dead,” but keywords probably are
SEO has been shifting from keywords to intent for years, but the goal — helping people find answers — hasn’t changed. Keywords were a shortcut, not a full story. A search like “part-time MBA programs” reflects a deeper need to balance work, cost and life demands — not just a simple query.
What this looks like: a shift in what queries drive traffic to websites as Search becomes more conversational and contextual.
Zero-click searches will continue to rise, and organic traffic will fall
Zero click searches aren’t new, they’ve just gotten sharper and more visible with Google’s AI push over the past two years. What started as Featured Snippets and “People Also Ask” has evolved into a seamless AI-driven experience where answers and follow-ups happen without ever leaving Search.
What this looks like: an increase in impressions but a decrease in clicks and clickthrough rate across organic.
Brand reputation matters more than ever
Estimates for the percentage of searches that trigger an AI Overview historically range anywhere from 10% to over 60%. The introduction of the intelligent Search box and Google’s other AI-focused updates to Search will drive these estimates higher. In addition, Google’s efforts to push more users into AI Mode means that third-parties gain more influence over a brand’s reputation. LLMs frequently cite user forums like Reddit, social media platforms like Instagram and LinkedIn and various other third-party domains to stitch together a comprehensive brand narrative that may go beyond the story a brand wants to tell.
What this looks like: higher potential of negative business impacts from unresolved or poor customer experience and mismanaged press or media.
Where to focus
1. Anticipate customers’ needs across their decision-making journeys
Leverage all available data sources, including websites, marketing campaigns, in-store and field sales, and customer service interactions, to build a clear view of the target customer, their needs and decision drivers. Aggregate and assess this data to identify gaps that can be addressed through activities such as focus groups or voice-of-customer research, then define the types of questions customers are likely to ask search engines or conversational AI tools.
2. Develop strong, authoritative content that actually answers questions
With a list of potential customer questions in hand, the next step is understanding if your website has the content to answer those questions (and any potential follow-up questions that might be triggered) thoughtfully and comprehensively. As organizations navigate the balance between AI-generated/assisted content and human-written content, keep in mind that many topics often benefit from the authorship or sponsorship of someone who is a recognized expert in the subject matter.
3. Maintain structural integrity across web properties
High-quality content must be supported by strong technical SEO foundations and frictionless user experience. Ensure the taxonomy is easy to understand and navigate, internal links are active and relevant and that the taxonomy, internal linking and structured data work together to clearly demonstrate content relationships and internal “knowledge graphs” across your site.
4. Revisit your Google Ads strategy
Organic search, whether classified as SEO, AEO or GEO, is still just a singular tactic across a more comprehensive marketing strategy, only recognizing its full potential when compounded by intentional paid media investment. Google Ads allows us to cut through the noise of AI Overviews, traditional “blue links,” People Also Ask snippets, videos and whatever else a specific search query might conjure. Targeted paid media also enables businesses to supplement their organic search marketing efforts, generating additional brand awareness among the audiences that matter most.
5. Invest in delivering holistic, positive customer experiences
A customer’s engagement with a brand does not necessarily start (or end) when they view an ad, see a brand in an AI Overview, or even when they click through to a website. Every brand interaction matters and has the potential to impact an overall brand reputation positively or negatively. While social media was one of the first channels giving consumers the power to hold brands accountable at scale, the expansion of Google’s AI-powered Search features further amplifies those voices – aggregating diverse experiences, from sources beyond social media like Google reviews, forums, YouTube videos, product reviews and news media, all in one centralized view.
What to watch for next
Search is changing. But we also must understand that it has been changing right beneath our keyboards and fingertips for years. What has remained constant is that the purpose of Search is to help people find answers. Google’s latest innovation doesn’t just change what shows up in Search, but it also changes how people search. Google is inviting users to search through a stream of consciousness, no longer limited by whether Google can “understand” unique thought processes. The question that remains is how adoption of these new features manifests across different user types, industries and business models.
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