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The SEO landscape is undergoing one of its most significant transformations yet. Google’s recent announcements at Google I/O and Google Marketing Live in May 2025 have sent shockwaves through the industry. With the full rollout of AI Mode in the US and the global expansion of AI Overviews, the future of search is shifting rapidly—and SEO professionals need to adapt.
In this post, we’ll break down:
- The impact of AI Mode and AI Overviews on SEO
- Google’s ranking volatility in May 2025
- How to optimize for AI-powered search experiences
- What website owners should do next
Google Ranking Volatility in May 2025
Before diving into AI-driven changes, it’s important to note that traditional search results (the “10 blue links”) still dominate Google traffic. Ranking in the top 10 organic results remains the biggest source of free traffic for websites.
Key Observations:
- No official Google updates were announced in May, but rank trackers (like SEMrush, MozCast, and Similarweb) detected ranking fluctuations between May 1–17, May 21, and May 29.
- Barry Schwartz (Search Engine Roundtable) suggests these may be “tremors” before a major algorithm update.
- Tracking rankings remains crucial—tools like SEOPress Insights, SEMrush, and Accuranker can help identify whether ranking changes are due to your optimizations or Google’s adjustments.
Pro Tip: Monitor SERP volatility to stay ahead of algorithm shifts.
AI Mode Launched in the US
What Is AI Mode?
- Officially launched on May 20, 2025, AI Mode is a chatbot-style search interface available via a button on Google.com and as a tab in search results.
- It’s optional for now, but Google’s messaging (“the future of search”) suggests it could become the default experience.
- Features include personalized, multimedia responses and agentic capabilities (e.g., booking tickets directly through AI Mode).
Early Reactions & Concerns
- SEO Lily Ray reported instances of AI Mode providing incorrect answers, raising concerns about search quality.
- Barry Schwartz warned that “search as we knew it is going away right before our eyes.”
- Many SEOs fear a drastic drop in organic traffic if AI Mode replaces traditional search.
What Should You Do?
- Don’t panic—traditional SEO still matters.
- Monitor AI Mode’s adoption—if it becomes the default, adjust strategies accordingly.
- Optimize for AI visibility (more on this below).
AI Overviews Go (Almost) Global
Key Updates:
- AI Overviews (launched in May 2024) now appear in 13% of US queries and serve 1.5 billion users monthly.
- Expanded to 200 countries and 40 languages—though some regions (like France) still lack access.
- Powered by Gemini 2.5, promising more reliable answers.
Impact on SEO:
- AI Overviews pull information from websites to generate answers, potentially reducing click-through rates (CTRs).
- Winning featured snippets is more critical than ever—since AI Overviews often source from these.
How to Optimize for AI Search Experiences
Google’s Advice (John Mueller, Google Search Relations Team)
- Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
- Use structured data to help AI understand your content.
- Enhance content with multimedia (images, videos) for multimodal AI searches.
- Leverage Google Merchant Center (e-commerce) and Google Business Profiles (local SEO).
Bing’s AI Optimization Tips (Fabrice Canel & Krishna Madhavan)
- Audit and refresh content regularly.
- Use IndexNow to notify search engines of updates quickly.
- Target high-intent queries with in-depth answers.
Tools to Help:
- SEOPress PRO (for structured data markup).
- IndexNow integration (for faster indexing).
The Future of SEO: What’s Next?
While AI Mode and AI Overviews are changing search, traditional SEO isn’t dead yet. Google has not announced plans to remove organic results entirely. However, the shift toward AI means:
- Content must be more authoritative and well-structured.
- Featured snippets and zero-click results will dominate.
- Brand visibility in AI responses will be key.
Actionable Takeaways:
✅ Keep optimizing for traditional search—it’s still the #1 traffic source.
✅ Adapt for AI visibility (structured data, multimedia, freshness).
✅ Monitor AI adoption trends and adjust strategies accordingly.
Create High-Quality
The SEO game is evolving, but the core principles remain: create high-quality, user-focused content. AI-powered search is an opportunity—not just a threat—for those who adapt early.
What’s your take on AI Mode and AI Overviews? Let us know in the comments!
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