PR
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AI search is splitting user behaviour
Google is not putting every AI experience in one place. Search, AI Mode and Gemini are being used in different ways, with Google’s VP of Search Liz Reid saying people often move between them depending on what they are trying to do.
Search and AI Mode are more likely to be used for informational queries, while Gemini leans more towards writing and creative tasks. AI Mode also appears to be where longer, more complex and conversational questions are happening.
For brands, that makes authority and clarity even more important. If people are asking different types of questions across different Google tools, brands need to be clearly associated with the topics they want to be found for. Digital PR can support this by building trusted coverage, expert commentary and consistent mentions across the wider web, helping search engines and AI tools understand who the brand is, what it knows and when it should be surfaced.
Read moreAI Mode is officially rolling out in the UK
Google has finally confirmed that its AI mode is now rolling out in the UK, having already been live in the US for a few months.
Instead of a list of search results showing links to other websites in blue type, users who choose “AI Mode” will be given an answer written in a conversational style, containing far fewer links to other pages.
While AI Mode continues to be optional, users can still use traditional search.
What does this mean for search strategies?
It means:
- GSC doesn’t yet separate clicks from AI Mode from overall site clicks, making attribution harder than before
- Traditional position 1 or top 10 rankings will lose their impact
- Increased personalisation – users on AI mode will likely receive different results for the same query
- Informational content will see a decline in traffic as queries are answered on the SERPs
- Using PR and earned media will be key in showing up in LLMs and AI overviews
Reach reporters warned over unauthorised linking to commercial sites
New guidance for reporters at Reach publications have been warned over adding links to third-party commercial websites into articles without permission.
What does this mean for PR?
Despite the guidance, we have continued to see linking pieces of coverage for our client base across Reach sites.
We anticipate that journalists will be reluctant to link to sites in industries such as Casinos, Crypto or Gambling. However, it might depend on each individual journalist.
What does this mean for measuring success?
Link KPIs should never be a sole measure of success within PR strategies.
Whether coverage features a link or not, here are just a few benefits of an unlinked mention in these publications:
- High reach! National and Regional publications have high readership figures and that means more visibility for your brand
- Reinforcing E-E-A-T signals. Despite whether the mention is linked or not, you’re sending Google signals that your brand can be trusted
- Topical authority signals
- Building trust among core audiences
Google updates Search Quality Raters Guidelines
Yesterday, Google updated the Search Quality Raters Guidelines with a clear focus on eliminating spammy SEO tactics.
The updates aim to clarify and align with Google Search Web Spam Policies. It also includes expanding the guidance, adding illustrations, and tidying up typos and outdated examples.
What does this mean for SEO and Digital PR teams? We now have a clearer understanding of what Google Search Quality Raters are looking for – and it starts with quality content. Ensuring we’re following best practices when it comes to content will be key, especially if you want your Digital PR strategy to cut through the noise.
Dan Richardson, SEO Consultant at danrich.co told Embryo:
Expert opinion
Dan Richardson, SEO Consultant at danrich.co
