Artificial intelligence will influence search results and SEO as early as 2025 and will influence them more and more every year. We’ve written about how to adapt search advertising to the new reality Here And Here.
Freshly translated Review by Barry Schwartz from Search Engine Land, where, according to Google spokespersons, he talks about possible changes to search and Search Console reporting related to the launch of the new Gemini 3 model.
Table of contents
What will change in Google search?
Jonathan Hurd, head of insurance at Google, said that Google will soon use the next generation of the Gemini 3 neural network for more complex searches in Google Search. He also said that Google is thinking about how to improve Search Console reports for AI Mode and AI Overviews.
Explanations from Google
According to Google sources, Hurd is not part of the Google search team, so there is likely confusion about what he meant:
- Jonathan Hurd didn’t say that Search Console would necessarily have separate data for AI or Review AI. He simply said that Google was “investigating this issue” and hypothesized what action might be necessary.
- Jonathan Hurd’s comments were not an accurate interpretation of what Google announced at the Gemini conference: No, Google will not route more complex queries directly to AI mode.
Will AI bypass Google Search?
Hurd said that with the release of Gemini 3, Google will automatically redirect complex queries to an artificial intelligence mode: “We announced this during the launch of Gemini 3 this Tuesday [18 ноября — прим. ред.]. Currently the feature is only available in the US. For very long and complex queries that traditional search cannot provide a good answer to, we will automatically redirect to AI mode, where Gemini 3 can generate a generative interface with a ready-made answer.”
An example of such a highly specialized query would be a three-factor physics problem about how different atoms in space interact with each other and how they attract each other, he said. Jonathan Hurd: “Instead of a long text answer to this question, Gemini has created 3 interactive graphics that allow you to see how these three entities interact with each other as they move through space. And that is much better for the user than having to read 15 different websites. I would like to point out that there is a column on the right with the various sources that we link to. If a user reads them and wants to learn more, we provide them with reliable, high-quality sources for further exploration, and That’s where the traffic comes from.” to publishers comes from.”
What changes has Google actually announced?
IN Blog Liz Reed, head of Google Search, reads on November 18: “In the coming weeks, with Gemini 3, we will also improve our automatic model selection in Search. This means that Search will intelligently route your toughest questions in AI Mode and AI Ratings to this cutting-edge model.”
However, this does not mean that Google is redirecting users from search mode to artificial intelligence mode. This means that the system uses Gemini 3 to process complex queries.
Google has already hinted at this and hinted that AI mode could become the default search. They later retracted their words and said that this would not happen. Google’s Robbie Stein said at the time: “I wouldn’t read too much into it. We’re focused on making AI mode easier to access for those who need it.”
As noted above, a Google representative contacted us to clarify that Hurd’s comments were inaccurate. Google may use Gemini 3 for complex queries. However, this does not mean that Google will redirect users from Google Search to AI mode for complex queries.
AI mode and AI overview in Search Console
Simon Schneiders, founder of Blue Array, who moderated the discussion, asked Hurd if AI search data will be shared in Search Console in the future.
Google is now adding AI Overviews data [Обзоров от ИИ — в русскоязычном поиске, прим. ред.] and AI mode [Режима ИИ — в русскоязычном поиске, прим. ред.] directly into your entire web search data in Search Console. For this reason, it is impossible to evaluate the effectiveness of the website in AI mode or in the AI overview function.
Hurd responded that Google was “investigating the matter” and later clarified that due to changes to Google search and user interfaces, the only option was to provide new data. Schneiders said he was the first Google employee to mention this, to which Hurd replied: “Yes, yes. Everything is actually evolving very quickly. And as we experiment with these things, of course we need to change the underlying reporting structure. You know, the AI mode used here is currently running on Gemini 2.5. Once we start redirecting some of these requests automatically, I think that raises an interesting question about how we can help companies understand where and what the traffic is going to be works.” We are looking into this, it is an ongoing dialogue. We have not yet announced anything publicly, but it is already clear that the reporting structure that has existed for many years needs to be adapted to the new world.”
Google does not fully confirm its employee’s words. A Google spokesperson later clarified to Search Engine Land that the company may be “investigating the matter” but is not implementing anything yet, and the employee only spoke about what was needed to implement the changes.
Why are these changes important to us?
If Google bypasses search results and redirects users directly to Google AI mode, it will radically change the search experience. It will also change the way users find your websites, content, products and services.
Additionally, Google avoided mentioning AI Mode and AI Overview data in Search Console as it demonstrated SGE (Search Generative Experience), the previous name for AI Overview.
We have asked Google to clarify this incident and confirm that the Google employee did not provide any false information. See comments above.
Output without clicks
Hurd also addressed the problem of clickless search, saying that Google is seeing the opposite with AI-powered search: “What we’re seeing is that despite all the hype around clickless search, users are actually clicking more and more. Because what’s happening is they’re starting to dig deeper into their query, they’re becoming more curious.”
With the introduction of AI, the more users see AI in search, the more they search. This seems to unlock something innate within them – limitless human curiosity. And we’re only in the third of ten years of a major platform change. So if we extrapolate, we can already imagine what our users will end up with.”
In summary, we provide quick tips on how a website can get started with AI answers, including AI Mode and Google’s AI Overview:
- Create structured content – divide the text into meaningful blocks, use subheadings and lists.
- Provide verified facts and support them with links to authoritative sources.
- Place a short summary at the beginning of the text and at the end provide answers to frequently asked questions, offer tips or a checklist.
- Write clearly and avoid syntactically complex structures and confusing wording.
- Use long-tail keywords in the text and natural search query wording. The PromoPult SEO module helps you collect semantics, instructions quickly and freely – Here.
- Illustrate materials with tables and infographics.
- Implement micro-markup. To learn how to add Schema.org to your website, read This article.
- Keep the technical optimization of the website at a high level: Download speed, Adaptation for mobile devices, clean codesecure HTTPS protocol.
- Follow the EEAT principles (Experience, Expertise, Authority, Trustworthiness) when working on materials, especially in “sensitive” niches (health, money, education).
- If you work in a specific region, optimize your content for local search.
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