Search is changing fast. Google’s AI Overviews and the new AI Mode are shaking up how we find information online. Garrett Sussman, an SEO expert, explains how things have evolved—and what brands and marketers should do now.
Let’s break it all down in simple terms.
From SGE to AI Overviews to AI Mode
Back in 2024, Google launched Search Generative Experience (SGE) as a response to ChatGPT. It soon became AI Overviews (AIO). But things didn’t go smoothly at first. Weird answers, bad press, and Google had to scale it back to just 1% of searches.
Now in 2025, AI Overviews show up in about 50% of search queries. And Google has launched something even bigger: AI Mode. This is the future of search.
Garrett says AI Overviews were just the beginning—“training wheels” for what’s coming next.
What Is Query Fan-Out?
Here’s where it gets interesting.
AI Overviews don’t work like the old Google Search. Instead of just matching your query to keywords, Google now uses Gemini 2.5 to create a bunch of related questions based on what you typed. This is called query fan-out.
Google is guessing what you might ask next, or what you really meant, and building a better answer.
Example: You search “best running shoes.” Google also checks:
- “Best shoes for flat feet”
- “Running shoes for beginners”
- “Nike vs Adidas running shoes”
It then combines all that info to create the answer you see.
Why This Matters for Brands
This new way of searching means content needs to be more complete, more helpful, and better aligned with your brand.
Garrett puts it simply:
“You need to cover everything and still sound human. You want people to think, ‘Yes! I trust this brand.’”
Think Coca-Cola. People don’t choose it just for the taste. They choose it because of how it makes them feel. Your content needs to do the same—build trust and connection.
Local SEO: What Still Works
Local search hasn’t changed much with AI. In fact, Garrett says:
“Local AI Overviews are still garbage.”
They often show outdated info, duplicate listings, and strange results. But that doesn’t mean you should ignore local SEO.
Here’s what still works:
- Keep your Google Business Profile accurate
- Add all the info: hours, services, shipping, offers
- Get more positive Google reviews
- Update regularly and stay consistent across the web
“Reviews are one of the most important marketing tools for local businesses,” says Garrett.
E-Commerce Is About to Explode in AI Mode
At Google I/O 2025, we saw big changes coming to online shopping.
Google showed off:
- Interactive product carousels
- Virtual try-on tools
- In-search checkout features
While AI Overviews aren’t perfect for shopping yet, AI Mode is built for it. And if your product listings are well-structured, you’ll be ahead.
Tip: Add product schema, use clear descriptions, and update your merchant feeds. Be ready for buyers who won’t even visit your website—they’ll shop straight from search.
Is SEO Dead?
Nope. SEO isn’t dead. But it’s different now.
Garrett explains:
“SEO is more of a branding channel than a performance channel. People still research. They still choose. You just need to stay visible.”
What’s changing is how we track success. Rankings matter less. Being chosen matters more.
That means:
- Get visible in AI Overviews and AI Mode
- Show up in LLMs like ChatGPT, Gemini, Perplexity
- Optimize for people and machines
What Should SEO Teams Do Next?
Here’s a quick checklist to stay ahead:
Audit for topical depth
Make sure your content answers all related questions—not just one.
Add schema everywhere
Use structured data for articles, products, reviews, FAQs.
Track AI appearances
Use tools that show if you rank in AI Overviews (not just organic results).
Push for more Google reviews
Especially for local SEO. They matter more than Yelp or Facebook now.
Adapt your strategy
Focus on brand visibility, authority, and clarity—everywhere users (and AI) look.
Did You Know?
- Google’s AI Mode launched on May 20, 2025, powered by Gemini 2.5.
- Query fan-out is how Google generates better answers using related queries.
- Instagram content may soon appear in SERPs, adding another layer to SEO.
Final Thoughts
AI is changing search fast. But the rules are still simple:
- Be helpful
- Be trusted
- Be everywhere users look
With AI Mode taking over and query fan-out shaping results, SEO is no longer just about ranking. It’s about earning trust and staying visible in new ways.
