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Google Search Has Split in Two. Here’s What Marketers Need to Know

  • Writer: Richard Campbell
    Richard Campbell
  • Aug 15
  • 2 min read

Updated: Sep 1

Google's search landscape is facing a major shift in response to changing consumer search behaviour, challenging search marketers to adapt or be left behind.


Google’s AI search now delivers results in two distinct formats: AI Mode and AI Overviews, both of which behave very differently.


And now, new research from BrightEdge demonstrates that if you’re not optimising for both formats, you will be leaving rankings, traffic, and results on the table.



The Two Modes

• AI Mode: Launched in the US in 2025 and coming to Australia soon. A full-page, conversational assistant (think Chat GPT). Broad reach. Mentions brands in 90% of results. Stable and predictable.


Google AI Mode


• AI Overviews: AI-generated summaries at the top of traditional results. Highly selective (brands appear only 43% of the time). Changes content up to 30× more often than AI Mode. More likely to reward fresher content.


Google AI Overview Preview


What This Means for You


  1. Opportunity for two content strategies: One for stable, broad AI Mode reach; another for volatile, high-authority AI Overviews

  2. Build content around both scale and authority: Wide coverage gets you into AI Mode, while editorial-based, high authority content gets you into Overviews

  3. Tracking: AI Overview rankings are very volatile and can change weekly, meaning marketers and SEOs need to monitor ongoing.

  4. Both modes rely heavily on clean structure: Schema, clear headings and well-designed pages make it easier for AI to find (and trust) you.


The Bottom Line

The evolution of search is well under way, and whilst many toss and turn over the idea that AI will replace their jobs, in some instances, at least for now, it is the reverse, with SEOs, content marketers, and search marketers now with double the considerations when it comes to optimising content for AI search.


As Google continues to refine it's systems to cater for AI and the rapid change in consumer behaviour, marketers need to adapt, brands need to understand these changes, and see them as an opportunity (or a threat, depending on your market position), and act accordingly.

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