AI Mode Rolls Out and Impacts Search Behavior
Google’s new AI Mode, sometimes called the Search Generative Experience, is gradually rolling out in the U.S. and UK. Powered by the Gemini 2.5 model, the feature responds to complex queries with conversational snapshots so users don’t need to click through multiple pages. Early data from Similarweb indicates that click-through rates on AI-powered results pages can drop from around 25 % to just 5 %, suggesting businesses may receive fewer organic visits. Despite these concerns, Google maintains that AI search is driving more overall queries and better-quality clicks. Adoption is still modest—only about 0.1 % of UK users opted into AI Mode on July 28, but usage grew to 9.2 % by August 1 before dipping to 6.3 % by August 3. Google has started pitching AI Mode ads to marketers and is issuing guidance on how to optimise content for AI summaries.
OpenAI GPT‑5 on the Horizon
Rumours continue to swirl about OpenAI’s next major model, GPT‑5. Reports say it will be fully multimodal—handling video and audio alongside text and images—and is expected to provide better reasoning, fewer hallucinations and a much larger context window, possibly up to one million tokens. OpenAI is also said to be working on more autonomous “agentic” capabilities that allow the model to plan and execute tasks with minimal instruction. Early hints suggest a phased rollout starting in August 2025.
New Tools and Updates
Microsoft has expanded its Bing Webmaster Tools. Site owners now have access to 24 months of search performance data, with filters for country and device plus trend lines for individual queries. These enhancements make it easier to spot long-term trends and refine SEO strategies.
June 2025 Core Update and E‑E‑A‑T
Google’s June 2025 core update finished rolling out on July 17 and placed more emphasis on expertise, experience, authority and trustworthiness (E‑E‑A‑T). Because AI‑powered “AI Overviews” often surface at the top of search results, many industries saw a spike in zero‑click searches. User‑generated content platforms benefited, while some niches experienced volatility. Ensuring that your content clearly demonstrates first-hand experience and cites trustworthy sources is now more important than ever.
Privacy and Platform Moves
OpenAI has removed the ability to share ChatGPT chats due to privacy concerns. Reddit, meanwhile, is investing heavily in search: the company says 70 million people use its internal search weekly, and its AI-powered “Reddit Answers” feature has grown fivefold to 6 million weekly users. The platform aims to become a major search destination and recently reported strong financial results.
Actionable Tips for SEOs
- Monitor AI Mode adoption in your markets and test how your pages appear in AI snapshots.
- Focus on E‑E‑A‑T: produce content that showcases expertise and cites reliable sources.
- Use structured data (schema markup) to help search engines understand your content and improve your chances of appearing in AI summaries.
- Analyse long-term query trends using Bing Webmaster Tools’ extended 24-month data and Google Search Console’s latest reports.
- Stay alert for upcoming changes from OpenAI and Google; developments in GPT‑5 and AI search will continue to shape user expectations.
