For years, the holy grail of search has been the top spot on Google. If you weren’t listed on page one, you weren’t in the game. But the world has changed. With the rise of AI-powered search and Google’s new AI Overviews, the rules have been rewritten.
Here’s the truth: the number-one ranking doesn’t matter as much as it used to. And that’s a game-changer for every brand, from household names to hungry challengers.
What is AI mode?
AI Mode is a conversational layer built directly into Google Search. Instead of a wall of blue links, users can now ask complex, layered questions and receive direct, conversational answers. It goes beyond static responses by anticipating follow-up questions, blending insights from multiple sources, and even allowing voice and image inputs.
This is not just another feature rollout. It’s a signal of how consumers will increasingly engage with brands online.
From rankings to relevance.
Let’s cut through the noise and look at the data on this update:
- Clicks are down. Traditional organic click-through rates (CTR) have fallen by 42%. Users are increasingly finding their answers directly on Google.
- The zero-click era is here. In Google’s AI Mode, only 5% of searches lead to a click, compared with 25% for traditional results. That’s an 80% drop.
- Search is conversational. People aren’t just typing “charity membership.” They’re asking: “What’s the best membership for my organisation?” or “How can my business support homelessness initiatives?”
- But engagement is deeper. When users do click through from AI Mode, they stay 38% longer. And according to Semrush, AI-referred visitors convert at 4.4x the rate of traditional organic traffic.
The implication? You may see fewer clicks overall, but the quality of those visits will be far higher.
What This Means for Brands
The AI shift changes the game for everyone:
- SMEs now have a seat at the table. Because Google’s AI “fans out” across a wider set of sources, not just the first page of results, smaller organisations with high-quality content can now appear in summaries that once would have gone exclusively to the biggest players.
- Big brands face stronger competition. Gone are the days when sheer budget or legacy rankings guaranteed visibility. If a challenger brand creates more trusted, better-structured content that aligns with searcher intent, AI will happily surface it over a household name.
- Content is the currency. LLMs reward clarity, authority, and usefulness. Generic keyword-stuffed copy won’t cut it. AI is looking for content that answers questions, solves problems, and demonstrates expertise.
- Metrics must evolve. Traffic and clicks are no longer the sole markers of success. With CTRs dropping, brands must focus on visibility within AI summaries, engagement quality, and conversions.
Ads in the Age of AI: More Integrated, Less Obvious
It’s not just organic content that’s changing. Paid search is shifting too.
- From keywords to intent. Google is moving away from rigid keyword targeting toward intent-based audience modelling. That means the context of the query, not just the phrase, is what gets your ad in front of the right people.
- Ads that blend in. In AI Overviews and AI Mode, ads are no longer shouting from the sidelines. They’re seamlessly woven into the experience, appearing as natural extensions of the AI’s answer rather than obvious interruptions. The future isn’t about being louder, it’s about being more relevant.
The Path Forward for Digital Marketers
So, how do we win in this new landscape? By embracing the shift, not resisting it.
Here’s how we help brands adapt:
- Nail the fundamentals. Technical SEO still matters. A site that isn’t fast, structured, and crawlable won’t even make it into the conversation.
- Write for people and machines. Create semantically rich, concise, authoritative content that answers the “how,” “what,” and “why” questions users are asking AI.
- Reframe your KPIs. Success isn’t just about page one anymore. It’s about quality users. Those with high engagement & conversion metrics.
At WilsonCooke, we’re not just another digital marketing agency. We’re the brand performance partner that helps you win in a world where search is being rewritten.
With the right marketing strategy, you can compete with, and even surpass, bigger players who’ve traditionally owned the rankings.
For large organisations, the message is clear: you can’t rest on past authority. Your challengers now have more power than ever. The brands that will continue to dominate are those that embrace this shift, adapt their strategies, and double down on clarity, authority, and user value.
We help brands do exactly that. Together, we build strategies that don’t just chase rankings, they drive visibility, fuel engagement, and convert intent into impact.
Contact us for a 30-minute ‘AI in Search’ strategy call.
