How Google’s New AI Mode Helps You Promote Your Brand

How Google’s New AI Mode Helps You Promote Your Brand

RMN News Report Highlights:

By Rakesh Raman
New Delhi | August 19, 2025

The full rollout of Google Search’s AI Mode in July 2025 is more than just a new feature; it’s a fundamental shift in how your brand can be discovered and promoted online. This end-to-end AI search experience, powered by models like Gemini, moves the user from a simple keyword query to a rich, conversational, and personalized interaction. For big brands, small businesses, and the SEO agencies that serve them, understanding this new landscape is critical for maintaining and growing online visibility.

The Shift from Traditional Search

Gone are the days when a single, top-ranking “blue link” was the sole objective. AI Mode changes the user journey entirely. One of the most significant changes is the implementation of the query fan-out technique.

• Query Fan-out Technique: When a user enters a complex question (e.g., “What is the best type of insulation for a home, and what are the benefits for my utility bill?”), AI Mode doesn’t search for that exact phrase. Instead, it breaks the query into multiple related sub-queries—such as “types of home insulation,” “insulation R-value,” and “how insulation affects energy savings.” It then searches for these sub-queries simultaneously, allowing it to synthesize a more comprehensive, multi-faceted answer from a wider range of sources.
• From Keywords to Intent: Users now ask complex, multi-part questions in natural language. AI Mode understands the full context and user intent behind the query, moving beyond simple keyword matching.
• From Lists to Answers: AI Mode provides a comprehensive, AI-generated summary at the top of the page, often with a chat-like interface for follow-up questions. This means your brand’s content can be cited and presented as part of a direct answer, even if you are not the #1 organic result.
• From Text to Multimodal Content: The experience is no longer limited to text. Users can use voice or images via Google Lens to ask questions, opening new avenues for brands to be found through visual and audio content.

New Rules of SEO for AI Mode

The traditional SEO playbook needs a significant update. While technical SEO and foundational elements are still important, the focus must shift to content quality and authority.

• Topical Authority is Key: AI Mode prioritizes content from brands that demonstrate deep expertise and a comprehensive understanding of a subject. Instead of writing a single article on a topic, create a cluster of interconnected, in-depth content that covers all related sub-topics.
• Structured Content is a Must: AI needs well-organized information to synthesize it effectively. Use clear headings (H2, H3), short paragraphs, and bullet points to make your content easily scannable by both users and the AI.
• Focus on E-E-A-T: Google’s core quality principles—Experience, Expertise, Authoritativeness, and Trustworthiness—are more important than ever. Your content must be original, reliable, and backed by verifiable data. Showcase the author’s credentials and build a strong reputation across your industry.

How AI Mode Benefits Your Brand

This new search paradigm offers distinct advantages for brands that adapt their strategies.

• Increased Brand Visibility: Because of the query fan-out technique, even if your website is not the top organic search result for the primary query, your content can be cited as a source in an AI-generated answer if it ranks for one of the sub-queries. This puts your brand directly in front of the user, building awareness and credibility.
• Higher Quality Clicks: While AI Mode may lead to fewer clicks for top-of-funnel informational queries, the clicks you do receive are likely to be from highly qualified, motivated users. They have already received a comprehensive summary and are now looking to engage more deeply with an authoritative source, leading to higher conversion rates.
• Opportunities for Niche Players: For small businesses and brands in specialized industries, AI Mode can level the playing field. By creating highly specific, unique, and authoritative content in your niche, you have a stronger chance of being referenced than in a competitive traditional search landscape.

Actionable Steps for Businesses and SEO Agencies

To thrive in the age of AI Mode, here are the key actions you must take:

• Audit Your Content: Review your existing content for topical depth, structure, and E-E-A-T signals. Identify gaps and opportunities to create more comprehensive, authoritative resources.
• Rethink Your Metrics: Go beyond traditional SEO KPIs like organic traffic. Track new metrics such as brand mentions, citation volume in AI Mode, and the quality of clicks (e.g., time on page, conversion rate) to gauge success.
• Embrace Multimodal Content: Expand your content strategy to include high-quality images, videos, and audio. Ensure these assets are discoverable and aligned with your textual content to capture a wider range of AI-powered searches.
• Build Your Brand Reputation: Strengthen your brand presence across the web. Get mentioned in industry publications, participate in forums, and encourage customer reviews. AI Mode pulls from a broader range of signals to determine authority.

The launch of AI Mode is a clear signal that the future of search is conversational and intelligent. Brands that understand this shift and invest in creating authoritative, people-first content will not only survive but will be best positioned to thrive in the new era of search.

By Rakesh Raman, who is a national award-winning technology journalist. He runs the Pathway technology and marketing platform for small businesses. He was writing an exclusive edit-page technology business column regularly for The Financial Express. He had also been associated with the United Nations (UN) through the United Nations Industrial Development Organization (UNIDO) as a digital media expert to help businesses use technology for brand marketing and business development.