Transcription
All right, Google's AI mode is here, and I'm going to talk about it today: how to use it and the differences you need to know in terms of SEO and getting clicks, and how this will impact your business going forward. So, it is only available in the US as of now, or via VPN. And for me, what I had to do was search "Google AI mode" and then enable it. Once you enable it, you'll see this little button for AI mode. And it's basically a combination—uh, if Google's search engine and ChatGPT had a baby, that's kind of what it is. But the nice thing about it is it handles long, weird, complex questions better than ever before. So you will see the differences.
So if we ask this thing, "What home roofs are best protected against a lot of sun, wind, and Santa's sleigh?" We're going to throw it a curveball with "Santa's sleigh." Uh, and it will analyze all parts of this and give you the results, usually even the weirdness of it. Uh, so it's talking about some metal roofing advantages, other roofing considerations. "Santa's sleigh, while Santa's sleigh likely has some magical properties that allow it to land safely on most roofs, a well-maintained and structurally sound roof is crucial to support the weight and prevent any damage." So it does take that into account, which is super funny—uh, which usually a normal search engine would not bring the Santa sleigh aspect into play.
So the difference you'll see: if we do a search for the same thing on regular Google. Uh, you'll see it does have AI mode, which—uh, it will sometimes put the weirdness in. It's gotten a better job, but you'll see that it's very much different. There's usually less information, and then it brings links and different things into play right away. Uh, let's see if it talks about Santa's sleigh. It does talk about Santa's sleigh here. Uh, but it's obviously more of a conversation. And the difference is, if you wanted to follow up on this—like if I wanted to ask, "Okay, out of metal roofs, which one is the most expensive?"—you know, you could, you would have to do a whole another, whole another prompt up here. Whereas for AI mode, it's conversational. So I could basically just ask a follow-up, and it'll know what we talked about before. So it's more of a conversation and less about a new search query each and every time. Uh, so that's uh kind of important.
And one of the things that Google has kind of worked on is they do have their sources here. Um, and sometimes they'll include some source links here, but you'll notice what's missing is there's no, there's no like products. There's nothing to buy. So, this is something that they are going to be working on and that they've hinted at in the future, which is something to keep in mind as a business owner, as someone that wants to sell products and/or services—that eventually this will start to be optimized for products. So you have to make sure that you're building out very strong, structured information on your websites so that AI will be able to pull in that information and use you as a source and also feature your products.
So a good example: if we search—um, well, not that search engine—if we go back to AI mode and we search for "Clarins' double serum," which is like a skincare product, you'll see that it's not really—there are source sites here. It's talking about it, but it's not as easy to buy. This is something that Google's going to change where they're going to—probably introduce AI agents and things like that will be able to buy this stuff for you. Whereas, if we do this on the reg—on regular Google—you know, there's, there's a drastic difference. Regular Google is optimized to be able to buy stuff. So right away it has Clarins as the top website, and then it has these actual products that you can buy. So that's, that's really the biggest difference that you have to keep in mind—that's going to eat away some of your clicks and traffic with AI mode—is it's not showing up. It's not as easy to be able to buy stuff.
So with that being said, it's important to know kind of what's happening behind the scenes. So AI, AI mode uses a method called "query fanned out," which means uh, that when a user types in a question, Google breaks it down into dozens of sub-questions, which you saw when I did the search—it, it'll show all the different queries, like a brainstorming tree—and it'll answer each branch to form the final answer, but it doesn't kind of show you the sub-queries. So, it's hard to know kind of what information it's pulling because if you knew the sub-queries, you could work on creating content and information on your website so that AI is pulling those sub-queries and pulling your information in. But there's a secret hack. If you use—if you use Perplexity, you can start to see some of those sub-queries.
So, if I go over to Perplexity and I search for the roofs and the Santa situation, um, you will, you can use this stuff to your advantage because Perplexity still provides the sub-queries. So, that's, you know, it is AI as well. Um, so, it's pretty good. It's a pretty good lead to what you should be trying to rank for. So, you can see kind of the sub-queries: "How do reflective roofs protect against extreme weather?" "Are metal or clay tiles more effective?" So these—I can produce content or blog articles on each of these sub-queries because those are the types of things that AI is pulling in, and that's going to help me get shown—uh, hopefully more so than my competition because I am pulling and showing up in all of those sub-queries.
So, what I've been doing is creating content—for an easy way to create this type of content. Um, you would need SEO autoblogger, which I use Arvel, which is really, really good for doing this because it releases articles basically to the, to a, to the structure that you want from an SEO standpoint. So, you can create SEO articles based on this information. So, "Which roofing materials best, best withstand strong sun, wind?" So, I can create an article on that. "How do reflective roofs help protect against extreme weather, weather?" And like I said, it—these are structured from an SEO standpoint. So, it will create the article. It'll embed amazing images that have alt text. Uh, it'll have internal links, external links linking out to either your other pages or trusted sources. It'll also have the schema markup, H1, H2, H3 titles. It'll embed the keywords naturally. Uh, you can also embed YouTube videos. Uh, so these basically are releasing perfectly, perfectly sound SEO articles and to structure around your topics to be able to key in on what your competition is not doing.
So if I go in, I'll show you some, some type of, some examples here from what we did. So, there's one on "Best dentist in Chicago." So, if you're trying to key in on those, if you have a dentist office and you're trying to key in on that, you can see it has a table of contents. Uh, has key takeaways. It has quotes in here, internal, external links, everything that you need from an SEO standpoint. So, you take these—and it's an autoblogger, so I can have this do as many as I want and automatically publish it to my website and publish it to social media. But you take this information and you start releasing articles and content with your—you can put in your sitemap. You can put in your knowledge base if you want. So it's going to release all this information. So this is how you're going to get ahead of the game when AI starts pulling this information and looking for those sources and looking for those related queries. You want to be shown in there, and you want it to be able to show your stuff—and be able to show here to the, you know, here. You want it to be able to show—you want it to be able to shown here as the links. Uh, you want your information showing up here so that you're getting the clicks and you're getting the traffic. Uh, that is really kind of key to, to all this working in your favor.
So here is an, a, an SEO checklist for you that should help you in this new AI era. So the first is: write deep, detailed content, not thin, you know, "meh" blog posts. So again, you can use Arvel to create these super deep, super detailed content, actually giving valuable insight and information, and they're all SEO optimized for you. So that's really key. Number one is: AI is going to answer the simple stuff, right? AI can give simple answers. What it can't give is the detailed information, the detailed analysis, the deep, detailed comparisons, things like that, which you want to create very specific content for very specific use cases. Uh, which is going to help you show up more in AI searches. Uh, you want to make sure to use schema and structured data because AI agents need to be able to understand your products. So again, these—Arvel is releasing structured articles uh so that it can easily, easily be analyzed and pulled in by AI. So that's really important. Uh, prioritize bottom-of-the-funnel pages like product comparisons, case studies, you know, buying guides. And again, this is all something—this is all stuff which Arvel can create for you, but that's the stuff that AI can't create. That's the stuff that AI has to pull from—to be able to analyze—to give people the best search answers.
Uh, the other thing you want to do is build topic clusters around customer personas. Uh, so this is kind of like reverse-engineering the query fan-out logic. So you want to build out your customer personas for whatever products or offerings that you sell and just build out content around all of that type of stuff. That's really going to help you be able to, to show up a lot faster. And finally, get your brand mentioned everywhere. So AI mode pulls from high-authority sources, not just your website. So you want to make sure that you are getting your brand out there. You're reaching out to people to have them backlink to your content. You're reaching out to your local, local sources to have them feature you. You're, you're, uh, reaching out to all the different places uh that can backlink back to your content because the more that you're showing up, uh the more chance that you're going to be uh higher authority and being shown more so than your competition. So that's really important.
And finally, the last thing to remember is results are based not necessarily on your ranking. They're based on—with the new AI—they're based on the information that you're putting out there. So, your job is to make your content so relevant, so helpful, so, so specific that no matter how Google assembles the answer, your brand's going to show up in the mix because the answers are different. You can do the same exact question every single time; it's going to be different. But that doesn't mean that you can't show up every single time if you're releasing content uh that matters, that's helpful, and uh that's basically granular and not surface-level type content. So hopefully that helps you out as far as understanding new AI mode, how to use it to your advantage, uh and the things to consider kind of in the future when you are doing your SEO, doing your pages. So that's it. Hopefully that helps you guys out. Make sure you check out this video. This is a more in-depth video on Arvel and how to use it because no matter if you're trying to rank in terms of normal SEO for search engines, which is fading fast, or the new AI search modes, this software will help you. Uh, this software will help you release content that actually matters, that actually AI is going to pull from, that will help you get shown a lot faster. So check out this video.