Google AI Mode: How to Optimize for Conversational Search

By Damiano Mastrangioli, Co-Founder of Oltre.ai | Published December 2025

Google AI Mode transforms search into a conversation. Instead of typing a query and scanning links, users can ask complex questions, get synthesized answers, and ask follow-ups without starting over.

Powered by Gemini 3 and Google's query fan-out technology, AI Mode searches deeper than traditional Google. It breaks your question into subtopics, issues multiple searches simultaneously, and synthesizes results into a comprehensive response.

For marketers, this means one thing: your content needs to answer not just the initial query, but the follow-up questions users will ask next.

What Is Google AI Mode?

AI Mode is Google's conversational search interface, announced at Google I/O 2025 and now rolling out to all US users. It brings ChatGPT-style interaction to Google Search, backed by Google's massive search index and real-time data.

Key characteristics:

• Conversational. Users can ask follow-up questions and refine their queries naturally
• Deeper search. Query fan-out explores topics more thoroughly than single searches
• Multi-source synthesis. Combines information from web content, Knowledge Graph, and specialized data sources
• Agentic features. Shopping, reservations, and task completion directly in the interface

AI Mode represents Google's vision for the future of search: less browsing, more conversing.

AI Mode vs. AI Overviews: Key Differences

While both features use AI to answer questions, they serve different purposes and require different optimization approaches.

Strategic implication: AI Overviews optimization focuses on being cited for specific queries. AI Mode optimization requires content that supports extended exploration of topics.

How Query Fan-Out Works

Query fan-out is the technology that makes AI Mode search deeper than traditional Google.

The Process

1. User submits a complex question
2. AI Mode breaks it into subtopics and related queries
3. Multiple searches run simultaneously across different data sources
4. Results are synthesized into a comprehensive answer
5. User can ask follow-ups, which trigger additional fan-out

What This Means for GEO

Traditional SEO targets single queries. Query fan-out means your content might be discovered through related subtopic searches you never explicitly targeted.

Example: A user asks "What's the best CRM for a 50-person sales team?"

AI Mode might fan out to:

• "CRM features for mid-size sales teams"
• "CRM pricing comparison 2025"
• "CRM integrations with sales tools"
• "CRM implementation timeline"

Content that covers multiple angles of a topic has more opportunities to be cited across these parallel searches.

Optimization Strategies for Conversational Search

1. Create Comprehensive Topic Coverage

AI Mode rewards content that explores topics thoroughly. Thin content that answers only one narrow question is less likely to be cited across multi-turn conversations.

Practical approach:

• Cover topics from multiple angles in single resources
• Include sections that address common follow-up questions
• Provide both overview information and detailed specifics
• Link related concepts within your content

2. Anticipate Follow-Up Questions

Think about what users ask after their initial question. Structure content to answer the natural progression of questions.

Common follow-up patterns:

• "How does this compare to X?"
• "What are the specific steps?"
• "What does this cost?"
• "How long does this take?"
• "What are the risks or downsides?"

3. Structure for Multi-Query Discovery

Since query fan-out searches for subtopics, optimize individual sections to stand alone as answers while contributing to the whole.

Structural elements:

• Clear headings that match likely subtopic queries
• Self-contained sections with complete answers
• Internal navigation that helps both users and AI understand relationships
• Summaries that capture key points from each section

4. Support Comparison Queries

AI Mode users frequently ask comparative questions. Content that honestly compares options, including alternatives to your product, performs well.

Effective comparison content:

• Acknowledge competitor strengths
• Provide specific, factual differentiators
• Include relevant criteria for decision-making
• Present information neutrally

5. Include Actionable Next Steps

AI Mode is building toward agentic capabilities: users will complete tasks directly in the interface. Content that includes clear next steps aligns with this direction.

Action-oriented elements:

• Step-by-step instructions
• Clear calls to action
• Contact information and booking links
• Integration with Google Business Profile

Content Structure for Follow-Up Queries

AI Mode conversations often follow predictable patterns. Structure content to support these patterns.

The Question Progression

Initial query: What is X?

Typical follow-ups:

1. How does X work?
2. What are the benefits of X?
3. How does X compare to Y?
4. How much does X cost?
5. How do I get started with X?

Structural Template

For comprehensive resources, consider this structure:

Overview (answers "What is X?")
├── How It Works (process explanation)
├── Key Benefits (value proposition)
├── Comparison (vs. alternatives)
├── Pricing/Investment (cost information)
├── Getting Started (implementation steps)
└── FAQs (common follow-ups)

Each section should be able to stand alone as a cited answer while contributing to the comprehensive whole.

Agentic Features and AI Commerce

Google is building AI Mode into a platform where users complete tasks, not just gather information. Understanding these features helps you optimize for where AI Mode is heading.

Current and Upcoming Capabilities

Shopping. AI Mode integrates Google's Shopping Graph to help users browse, compare, and purchase products. Virtual try-on and agentic checkout (buying on your behalf with Google Pay) are rolling out.

Reservations. Partnerships with Ticketmaster, StubHub, Resy, and Vagaro enable ticket purchases, restaurant reservations, and local appointments directly in AI Mode.

Travel. Flight and hotel search with booking capabilities are being integrated.

Optimization for AI Commerce

For e-commerce brands:

• Ensure accurate Google Merchant Center data
• Maintain updated product schema markup
• Include clear pricing and availability information
• Optimize product descriptions for AI extraction

For service businesses:

• Keep Google Business Profile current
• Enable booking integrations where available
• Provide clear service descriptions and pricing
• Include structured data for services offered

Technical Implementation

Required Technical Elements

Structured data. Implement schema markup appropriate to your content type. AI Mode uses structured data to understand content relationships and surface appropriate results.

Mobile optimization. AI Mode is designed for conversational interaction, often on mobile devices. Responsive design and fast load times are essential.

Content accessibility. Avoid hiding content behind tabs, accordions, or JavaScript that might prevent AI from accessing complete information.

Recommended Schema Types

Tracking AI Mode Citations

Current Limitations

As of late 2025, Google doesn't provide separate reporting for AI Mode versus traditional search. AI Mode clicks count toward Search Console totals under the "Web" search type, but you can't isolate them.

Practical Monitoring

Manual testing. Regularly test target queries in AI Mode to observe how your content is cited and how conversations develop.

Engagement patterns. Look for changes in engagement metrics that might indicate AI Mode traffic: longer session durations, different navigation patterns, or increased page depth.

Conversion attribution. Consider adding form fields asking how users discovered you, with AI Mode as an option.

What to Track

• Appearance in initial AI Mode responses
• Citation in follow-up responses
• Competitor appearances for target queries
• Changes in query types driving traffic

AI Mode and Local Search

AI Mode has significant implications for local businesses. Conversational queries about local services often trigger AI Mode responses that synthesize information from multiple sources.

Local Optimization Priorities

Google Business Profile. Your GBP is the foundation of local AI visibility. Keep hours, services, and information current.

Reviews. AI Mode synthesizes review content when answering questions about local businesses. Encourage detailed reviews that mention specific services or experiences.

Local content. Create content addressing local-specific questions in your industry. AI Mode may cite local expertise for location-based queries.

Quick Start Checklist

Content audit:

• Identify pages that address only narrow queries
• Expand thin content to cover related subtopics
• Add sections addressing common follow-up questions
• Include comparisons where appropriate

Structural improvements:

• Use clear, descriptive headings for each section
• Ensure sections can stand alone as complete answers
• Add summary paragraphs at key points
• Implement appropriate schema markup

Technical checks:

• Verify mobile responsiveness
• Check that all content is accessible to crawlers
• Ensure fast load times
• Update Google Business Profile if applicable

Ongoing monitoring:

• Test target queries in AI Mode monthly
• Track changes in engagement patterns
• Monitor competitor citations
• Observe new AI Mode feature rollouts

Related Resources

• Google AI Overviews Optimization
• Gemini Optimization Guide
• The Complete Guide to GEO
• GEO vs SEO: Key Differences
• AI Citation Tracking