Semrush Insights & Action Plan

In the rapidly evolving digital landscape, Google's rollout of "AI Mode," a conversational, generative layer atop traditional search, has stirred uncertainty among SEOs. Once coveted page-one rankings aren't disappearing, but the paths to visibility, engagement, and success are shifting dramatically. According to Semrush's landmark study, a startling 40% of Google queries may land inside AI-generated responses by 2028. That shift demands new strategies, ones that balance optimized content with AI-first thinking.

This article offers a step-by-step reinvention of SEO, rooted in Semrush insights and enhanced with fresh frameworks, practical tactics, and forward-thinking thought. Our goal: to show you not just that you can survive AI Mode, but that you can thrive.

1. The Dawn of AI-Driven Search

Google AI Mode vs Traditional SERPs

The face of search is changing. Instead of scrolling through ten blue links, users are increasingly greeted by AI-generated answers, with human‑like explanations augmented by sidebar citations. Semrush's analysis of 150,000 queries reveals that in 92% of AI Mode results, Google still cites multiple domains, usually 6–8, but in a sidebar rather than above-page ranking position. Only 7% of queries brought up purely traditional rankings in AI Mode, highlighting the hybrid reality of modern SEO.

This isn't doom for traditional SEO so much as a transformation. Yes, link-building and on-page optimization remain essential, but they're now part of a broader ecosystem. A domain may no longer be ranked #1, yet still be among the citations powering a conversational response.

How LLM-Driven Experiences Are Reshaping Behavior

In AI Mode, users treat search more like a conversation. "What's the best way to optimize images?" can be followed seamlessly by "And what about video steps?", and the AI remembers context. Semrush notes that queries have lengthened, shaped more like speaking than typing. Fewer clicks don't mean failure; it might mean the AI gave an answer users can trust without visiting a webpage.

Still, people click when they want more depth, product options, or case studies. The work must start with being visible in that hybrid AI environment, not just building page-one ranking.

2. Key Findings from Semrush's "AI Mode" Study

Sidebar Citations: Breadth vs Depth

Semrush's data shows AI Mode citations favor variety: seven domains on average appear across results, while top-ranking groups appear in fewer than half. This suggests categorical relevance outweighs singular authority. The takeaway? Be broad and consistent. Contribute expert content in multiple areas, such as articles, guides, data, and tools, so AI has multiple ways to reference your brand.

Dominance of User-Generated Content (UGC)

Platforms like Reddit and YouTube appear in over two-thirds of AI Mode citations. Why? Real-world insights from forums or how-to videos add authenticity. Reddit's SEO threads, for example, often address practitioners' nuances not found in polished blogs. Use this shift to your advantage: embed UGC in your site, like Q&As or curated threads, and lean into your video strategy.

Query Intent & Response-Length Variations

Semrush reports that AI-cited answers vary in length depending on intent. "How to fix broken links" yielded an average 150-word response, while "best enterprise SEO tools" scored 550+ words. Services and product keywords need depth; FAQs can afford clarity and conciseness. Your content plan must mirror intentions, be brief where users ask direct questions, and be deep where they ask for expert guidance.

3. AI Search Traffic Trends Through 2028

Semrush and Ahrefs Projections

The consensus from data giants Semrush and Ahrefs: 30–40% of Google queries may be handled by AI Mode by 2028. Traditional search is evolving; visibility will be less about paid placement or organic ranking and more about being referenced by AI. The competitive advantage lies in being one of the handful of sources that Google picks to support its generative answers.

Implications for Organic Clicks

Clicks are declining, but engagement remains key. With only 13% of desktop and 9% of mobile queries turning into clicks, the spotlight shifts from traffic volume to influential presence. When AI cites your brand, it builds credibility. This is because it fosters brand familiarity, trust, and future return visits, even if the immediate journey never reaches your page.

📌 Key Takeaways from Sections 1–3

  • Google AI Mode is not replacing SEO; it's layering it.

  • Be visible in AI Mode by generating diverse, relevant content across formats.

  • Utilize UGC and multimedia to leverage AI's holistic understanding.

  • Adapt content length to intent; conciseness for simple answers, depth for decision-making.

4. What AI Mode Means for SEOs

Visibility Is Not the Same as Ranking

In the AI Mode era, traditional keyword rankings still matter, but visibility goes beyond this metric. Google's AI doesn't simply fetch top-ranking pages; it scores passages from a diverse set of sources and weaves them into conversational answers. That means a brand can dominate search outcomes without ever claiming the top ranking slot. The goal now is to structure your content so that it becomes a substantive part of AI-generated summaries. This requires not just SEO best practices but intentional alignment with AI response logic.

From Deterministic to Probabilistic Models

Search Engine Optimization has traditionally been predictable: a mix of keyword strategy, backlink acquisition, and technical performance yields measurable results. AI Mode shifts the paradigm. It applies probability-based decision-making, selecting snippets based on the highest semantic fit. This demands content refined for alignment with AI preferences. Each section must serve as a self-contained unit, clearly marked with headings, optimized passages, and semantic relationships, to increase its odds of being referenced.

Personalization, Memory, and Stateful Chat

AI Mode enhances user interaction by remembering the context of conversation threads. If a user previously engaged with your content or brand, AI Mode may favor your content in subsequent queries. To leverage this, create a progression of touchpoints: short explainers, FAQs, contextual refreshers, that form a breadcrumb trail reinforcing brand recognition. This builds a cumulative intelligence that AI Mode can tap into across sessions.

5. Relevance Engineering – The Next Evolution

Using Synthetic Query Clusters and Passage Indexing

To win citations in AI Mode, content cannot be a monolith. Instead, it must cover the core query and anticipated sub-questions. For example, under a main topic such as ‘best AI SEO practices, ’ include subsections like 'top passage-ranking tools,’ 'schema for chatbots,' or ‘embedding comparison methods.' AI Mode values this layered approach, hunting for the most relevant passage, not just the page.

Real-Time Embedding Alignment

Under the surface, AI search algorithms compare content using embeddings, mathematical representations reflecting semantics. SEO professionals can bridge the gap by running embedding comparisons between top-performing AI Result content and their own. Tools like Semrush AI Toolkit or Qforia detect differences in style, semantics, or terminology. A copy that embeds synonyms, related terms, and a similar structure attracts AI attention and citations.

Build Semantic Overperformance

AI assessments aren't based on word count. They value richness and interconnection. Including expert quotes, linking to related content within your site, and citing trustworthy sources, these steps weave a web that AI Mode can perceive as authoritative. Utilize schema markups such as FAQPage, HowTo, and QAPage. Clearly label each section's scope so AI can parse and cite with confidence.

6. Multimodal SEO Beyond Text

The Rise of Visual and Audio Support

AI Mode thrives on multimedia. Text alone is rarely enough. Whether reconstructing historical events or explaining complex data, search engines prefer sources rich in imagery, charts, video, or audio. Enhancing text with infographics, demonstration videos, or short audio explainers not only enriches user experience but signals to AI that the content is authoritative across formats.

AI Mode Mentions Visual Sources

When AI Mode presents answers, it often includes images or video thumbnails drawn from indexed media alongside citations. That gives multimedia-equipped pages an edge, especially for "how-to" content. Use fine descriptive alt-text, captions, and video schema so AI understands and selects them at its best match.

Highlights from Sections 4–6

  • SEO now requires tailoring content for citationable value in AI Mode

  • Each content block should be semantically independent

  • Track embedding alignment to crack AI relevance

  • Embrace multimedia and mark it up with correct schemas

7. Measuring AI Visibility

Google Search Console Only Goes So Far

While Google Search Console remains a staple in SEO, it falls short in measuring AI Mode's impact. AI citations don't always produce impressions or clicks, making them invisible in GSC reporting. To truly capture your AI Mode presence, you need a broader toolkit: brand-monitoring services, SERP simulators, and AI-specific analytics.

Steps to Measure AI Visibility:

  1. Use brand monitoring platforms like Brand24 or Mentionlytics to detect references to your domain within AI-generated or forum-like contexts.

  2. Employ persona-based tracking: simulate queries, gather AI Mode screenshots, and manually record brand mentions.

  3. Leverage search-tracking platforms, such as Semrush's AI Toolkit, to identify whether your site is listed as a supporting citation in AI results.

Citation Monitoring and Growth Tracking

AI Mode sources its "sidebar citations" from domains it sees as reliable and semantically rich. Tracking these over time reveals your rising or falling influence. Set up monthly citation audits for top keywords:

  • Monitor Featured Snippet frequency

  • Track the sidebar shot count

  • Capture "suggested sources" or "you may also like" mentions

This quantitative visibility can be benchmarked, optimized, and reported as an evolving success metric.

8. Advanced Content Strategy Adjustments

Schema Markup and Passage-Level Structuring

To guide AI selection, structure your content into precise knowledge modules:

  • Format your headings as questions (What is AI Mode SEO?)

  • Follow with concise answers, then a deeper explanation

  • Use structured data tags like FAQPage, HowTo, and QAPage to semanticize each section

This architecture helps AI Mode locate and extract accurate passages on intent, much like citing a source rather than outlining an entire book.

Topical Clusters & Internal Architecting

Rather than isolated posts, build topic clusters: each main topic page is supported by 10–15 interlinked sub-pages. This signals to AI Mode that your domain has in-depth expertise and presence across related conversations.

For Example:
Your main hub: "AI Mode SEO: The Inside Track."Clusters might include:

  • "How to align semantic embeddings"

  • "Multimodal SEO strategy checklist"

  • "Real-time citation tracking for AI Mode"

This network gives AI Mode multiple angles to access your depth.

Boosting Brand Authority and Trust

Machine-generated responses look for credibility signals as much as humans do. Include author biographies with credentials, citations from peer-reviewed or news sources, and even interactive quotes from recognized experts. For added impact, embed pull-quote callouts or mini-interviews that boost trust and authority.

9. Tools & Techniques SEOs Need Now

Embedding and Passage Similarity Tools

Embeddings are foundational to AI decision-making. To align your content:

  1. Identify competitor pages that get AI Mode citations.

  2. Extract their embeddings (tools like Semrush AI Toolkit or Cohere).

  3. Compare to your content's embeddings

  4. Adjust phrasing, tone, and entity emphasis to boost semantic alignment

Minor text changes can deliver significant visibility advantages.

AI Audit Suites

Invest in audit tools that track:

  • Schema implementation

  • Page performance for AI visibility

  • Multimodal asset usage

  • Citation frequency and domain diversity

Platforms like Semrush AI Toolkit, Moz, Profound, and Qforia are now essential for maintaining and scaling AI-driven SEO strategies.

Highlights from Sections 7–9

  • Measure AI Mode presence beyond traditional clicks, use citation, mention, and schema-based audits.

  • Structure content as bite-sized, semantically independent modules

  • Build topic clusters to showcase domain-wide relevance

  • Use embedding analyses and audit tools to stay ahead

10. Brand & Reputation in AI Overviews

Mentions vs. Clicks – Zero‑Click Branding

AI Mode's conversational answers often surface without requiring a click. That can be unsettling at first, but it's fertile ground for brand recognition. When your domain is cited in an AI response, even with no click, it reinforces trust and authority. It's like finding your name in a trusted encyclopedia or hearing it in a trusted expert panel.

Action plan: ensure brand mention appears in key context points, start passages with signifiers like "According to [Brand]…" and weave in phrase-anchors ("At [Brand], we believe…"). This helps AI attribute the source and establish your domain as a trusted voice.

UGC Citations & Reputation Signals

AI frequently draws upon user-generated content from forums and Q&A platforms for authenticity and nuance. You can harness this:

  • Include expert Q&A sections within content, featuring real questions and credible answers

  • Incorporate moderated user comments or curated forum-quality discussions

  • Use structured review, citation, or comment schema to give AI visibility to this social proof

The result? AI Mode perceives your content as socially validated, not just optimally engineered.

11. Organizational & Strategic Shifts

Visibility as KPI

Success in the AI Mode era is no longer defined by traffic or keyword rank. Instead, we measure:

  • Frequency of domain citation across AI results

  • Breadth of content diversity cited

  • Brand attribution within AI-generated content

Track these via Google's Brand Blott platforms, AI tracking from Semrush/Profound, and manually curated query logs.

Restructuring Teams for AI Visibility

No single department can own AI Mode's success. High-performing organizations embrace multi-disciplinary models:

  • Content Engineers: Structure knowledge blocks, embed schema, weave in brand mentions

  • SEO/Research Teams: Map query clusters, monitor embeddings, citation visibility

  • UX/Brand Design: Craft multimedia assets, ensure format consistency, video/audio workflows

  • Analytics and Reporting: Define AI-specific KPIs, dashboard setup, performance breakdown

This cross-functional model ensures every layer contributes to AI visibility.

12. What Not to Overlook

SEO Fundamentals Still Matter

Even as search evolves:

  • Mobile-first performance remains critical

  • Clean code, site architecture, page speed, and SSL/security are still essential.

  • Backlinks and domain authority influence AI trust.

Think of AI Mode as a layering, not a replacement, of traditional SEO fundamentals.

Content Quality & Trust Signals

Beneath all AI strategies lies content that is relevant, accurate, and credible. Build trust by:

  • Publishing recent studies and external references

  • Highlighting author credentials, ideally with GR metadata

  • Using inline references to .edu, .gov, or academic studies to signal legitimacy

Trustworthy content gives AI Mode confidence in citation choices.

Conclusion

The SEO landscape is shifting. Google's AI Mode isn't tearing down established wisdom; it’s refactoring it. Visibility in 2025 and beyond will be determined by how well you align with AI expectations, not just whether you rank.

Key imperatives:

  • Engineer content as modular, self‑contained, semantically aligned knowledge units

  • Embed yourself across query layers, primary and sub-level questions alike

  • Leverage multimedia and embed schema to meet multimodal criteria

  • Treat brand presence in citations as a visibility KPI

  • Use embedding tools, AI audit suites, and persona dashboards

  • Reorganize teams around AI-driven visibility engineering

  • Solidify your foundation with page speed, security, author credentials, and trustworthy references

When these strategies converge, your brand doesn't merely survive AI Mode, it thrives.

Frequently Asked Questions (FAQs)

1. What is AI visibility, and how is it tracked?
AI visibility refers to how frequently your domain gets cited in AI Mode results, even without clicks. Track it via brand-monitoring tools, citation dashboards from SEO platforms, and session-based query audits.

2. How does embedding alignment improve AI Mode presence?
Embeddings are AI's way of conceptual understanding. By comparing your content's embeddings to top-cited pages and adjusting to align, you increase your chances of being referenced in AI-generated answers.

3. Are multimedia elements necessary for AI SEO?
Yes. AI Mode biases toward content with image, video, or audio support. Embedding multimedia and tagging it with relevant schema increases citation probability.

4. Should SEO teams now track citations over rankings?
Yes. In AI Mode, citation presence drives visibility, regardless of rank or clicks. Use tools that track citations, brand mentions, segment coverage, and multimedia pickup.

5. Is traditional SEO still important?
Absolutely. Site speed, mobile usability, backlinks, security protocols, and content accuracy remain foundational elements. AI Mode builds upon these; they're non-negotiable pillars.

Your Next Steps

  1. Audit your key pages: evaluate semantic embedding and schema coverage

  2. Enrich your content: add multimedia assets and UGC

  3. Set up AI visibility monitoring workflows via analytics platforms

  4. Reconfigure your team processes for cross-functional collaboration

  5. Continue refining and iterating, AI search is evolving fast

By integrating AI-aware strategies with SEO fundamentals, your brand can not only compete in the AI Mode era, but it can also define the standards others compete against.