This presents a shift in how search visibility works, with new opportunities and new complexities for SEO professionals, content creators, and digital marketers.
What Is Google AI Mode?
Google AI Mode is part of its evolving search ecosystem, where AI-generated summaries and conversational responses are returned for search queries. These answers often include citations and external links, but unlike traditional search results, they are dynamically generated and heavily context-driven.
Key Takeaways from the Study
The study, conducted by SE Ranking, analyzed 10,000 keywords to compare the behavior of AI Mode, AI Overviews, and traditional organic search rankings.
Top Insights
91% URL Change in Repeat Queries
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Only 9.2% of URLs overlapped when the same query was searched three times in AI Mode.
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This shows extremely low consistency and repeatability in AI-generated search results.
Low Domain-Level Stability
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Even at the domain level, the overlap was just 14.7%, meaning AI Mode often pulled different pages from the same site.
Limited Overlap with Organic Search
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Only 14% of URLs in AI Mode matched the top 10 traditional organic search results.
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Domain-level overlap was slightly higher at 21.9%.
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In 17.9% of queries, there was no overlap at all with organic results.
How AI Mode Selects Sources
The study also analyzed how AI Mode presents content:
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Average of 12.6 links per response
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Link formats:
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Block citations (90.8%)
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In-text links (8.9%)
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SERP-style links (0.3%)
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Despite volatility, some trusted domains appeared frequently:
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Google Maps profiles (5.7%)
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Indeed
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Wikipedia
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Reddit
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YouTube
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NerdWallet
These trusted platforms indicate that authority and brand trust still play a role, even in AI Mode.
AI Mode vs AI Overviews: What’s Different?
Although both are powered by artificial intelligence, AI Mode and AI Overviews differ in logic and output.
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Only 10.7% URL overlap between the two
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Domain overlap at just 16%
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Suggests they use separate ranking systems or selection models
This makes it clear that optimizing for one does not guarantee visibility in the other.
What This Means for SEO Professionals
Google’s AI Mode introduces new dynamics in how content is surfaced, with less dependency on traditional rankings.
Opportunities
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Broader visibility even if a page does not rank in the top 10 organically
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Frequent content refresh opens up chances for newer or niche publishers
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Sites with strong domain authority can have multiple pages cited
Challenges
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Difficult to track visibility due to changing citations
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Inconsistent URL appearance may affect reporting and ROI measurement
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Requires monitoring of AI Mode behavior alongside traditional SEO metrics
How to Optimize for Google AI Mode
Search professionals can adopt the following strategies to adapt to this new AI-driven environment:
Build Topical Authority
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Focus on creating high-quality, in-depth content around specific themes
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Cover subtopics and related questions thoroughly
Diversify Content Platforms
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Share valuable content on platforms frequently cited by AI (e.g., Reddit, YouTube)
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Maintain presence on trusted directories and Google Maps
Update and Republish Content
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Keep your pages fresh and relevant
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Google AI may prioritize recent and updated information
Monitor Citation Patterns
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Use tools and trackers to identify when and where your content is cited in AI responses
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Compare visibility across AI Mode, Overviews, and organic SERPs
Frequently Asked Questions
What is Google AI Mode?
Google AI Mode is a new AI-driven experience in Google Search that delivers summarized answers and dynamic citations instead of static ranked pages.
Why do the results change so frequently?
AI Mode values context, freshness, and diversity, so it re-evaluates content in real time rather than relying on fixed rankings.
How can websites get featured in AI Mode?
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Build domain authority
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Create well-structured, helpful content
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Engage on platforms like Reddit, YouTube, and Quora
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Optimize Google Maps profiles and local listings
Conclusion
Google AI Mode is reshaping the search landscape with its fluid, unpredictable approach to displaying content. The 91% URL variability highlights a major departure from traditional SEO.
For SEOs and digital marketers, this is both a wake-up call and an opportunity. Those who adapt by building authority, creating diverse content, and understanding AI behavior will find new ways to gain visibility in this evolving environment.
Stay alert, stay flexible, and focus on quality — because in AI Mode, consistency may be rare, but relevance is everything.
