Exploring the Latest Advancements in AI Search: A Whiteboard…

This week, I’m excited to welcome Garrett Sussman as we dive into his insightful Whiteboard Friday episode titled “Optimizing for AI Overviews.” Given the rapid evolution of AI’s role in the search industry, this topic has never been more crucial.

In our discussion, we explore Google AI Mode, query fan-out, AI’s impact on e-commerce, local SEO, and the ongoing debate about whether “SEO is Dead.” With changes happening at an unprecedented pace, let’s take a moment to reflect on the past, understand the present, and speculate about the future.

Back in 2024, it seemed that the Search Generative Experience, which evolved into AI Overviews, was Google’s immediate reaction to the widespread adoption of ChatGPT.

“Initially, AI Overviews rolled out widely, producing controversial AI-generated results that received a lot of negative press, leading to a rollback to just 1% of queries. Over time, I expect broader rollout, but as of now, that hasn’t happened.”

Since Garrett raised this point in his previous Whiteboard Friday, AI Overviews have significantly expanded, now showing up in about 50% of queries, depending on the search context. Recent reports indicate that they are gradually conceding the top position to organic results. Garrett sees AIOs as preliminary tools for transition towards Google’s AI Mode, which he believes will ultimately become the standard search experience.

While the importance of mathematical vectors in search was previously noted, we now introduce the “query fan-out” mechanism. This concept, researched by Mike King and Rich Sanger, represents a more complex and dynamic approach to how Google processes queries for AI Overviews and AI Mode, extending beyond simple relevance.

In his 2024 Whiteboard Friday, Garrett discussed AIOs’ inner workings: “As it stands, it doesn’t appear to use the traditional organic search algorithm. Tests from the last year show it primarily considers relevance. Google quantifies words mathematically, creating a comparison between your query and relevant passages based on their mathematical values.”

He further elaborated on the “query fan-out” mechanism, which significantly alters our understanding of AI’s role in search. “Google, utilizing Gemini 2.5, accounts for your query and generates a range of synthetic queries that fan out into related, predictive, and complementary searches.”

For brands, it’s essential to create content that resonates with your customers’ values. As Garrett states:

“It’s challenging to balance comprehensiveness with the objective of engaging machines while also being a trustworthy brand that consumers gravitate towards.” The current content landscape is uncertain, making it crucial to focus on brand identity and emotional connections. For instance, Coca-Cola has expertly linked its brand with positive experiences, encouraging consumers to prefer them due to these favorable associations.

Garrett remarks that AI Overviews for local searches are “still lacking” with little improvement since 2024. The fundamental principles of Local SEO—proximity, relevance, and prominence—remain crucial.

Although the underlying concepts of Local AIOs in 2024 were straightforward, the quality of results was often poor. In 2025, this situation continues, with examples of the same law firm appearing multiple times across results due to input from various sources like Reddit and Google Business Profiles.

The advice for 2025 holds firm: ensure the consistency and accuracy of your local business’s knowledge graph through your Google Business Profile, filling all potential information gaps. Boost your online reputation by actively encouraging and gathering reviews, focusing on positive Google reviews over Yelp, Facebook, or Trip Advisor.

“Reviews are among the most essential content and marketing initiatives a local business can implement.”

Garrett highlighted Google’s rapid advancements in e-commerce, fueled by years of competition with Amazon and perhaps the new partnership with OpenAI and Shopify. During a recent Google I/O demo, we witnessed a much more comprehensive shopping experience with features like interactive carousels and options to try on clothes, all within AI Mode.

While AI Overviews for e-commerce aren’t fully developed yet, we anticipate significant changes as AI Mode rolls out a more engaging and interactive experience.

“In terms of e-commerce, opportunities continue to exist regardless of AI Overviews and AI Mode because consumers are still intent on buying products… It’s never been more directed towards your business.”

Although not explicitly discussed in the original Whiteboard Friday, the “SEO is Dead” narrative remains prevalent. Garrett’s outlook for 2025 is clear:

“SEO is certainly not dead. It has transformed into more of a branding channel than just a performance one. Consumers still research and choose products, and our role is to ensure visibility, fostering a positive association with our brand for selection.”

Google is likely to maintain its dominant position in search; however, marketers should keep an eye on traffic from LLMs like ChatGPT, Perplexity, and Gemini as alternative channels for audience engagement. Search will continue to evolve, both in significant and subtle ways, necessitating our ongoing adaptation.

Garrett also noted the potential impact of Instagram photos and videos being indexed in search results, which could lead to shifts in marketing spend and strategy beyond the AIO/AI Mode discussions.

As we brace for further evolution in search, consider joining us at MozCon 2025 to engage in more lively discussions.

• MozCon London, Tuesday, August 12, 2025: Get your limited early bird ticket!
• MozCon New York, Thursday, November 6, 2025: Book your ticket now!