Discover Google’s AI updates and strengthen your SEO strategy

You open your browser, type a question, and instead of seeing just blue links, a detailed paragraph appears, with examples and even recommendations. It’s not a blog. It’s not Wikipedia. It’s Google AI responding to you in real time. Welcome to the new search engine, where the SEO game is no longer what it used to be.

Google AI didn’t arrive to “accompany” search—it came to rewrite how we find and consume information. And that means brands, agencies, and content creators need to rethink the way they produce and optimize their digital strategies.

What is Google AI?

Google AI is the brain behind the new search engine. It’s a system capable of understanding context, natural language, images, and voice. It’s no longer limited to showing related results: it synthesizes information, compares sources, and delivers answers as if you were talking to an expert.

In practice, this changes the dynamic completely. Before, the task was simple: find the right keyword and build content around it. Today, what matters is answering complex questions in the clearest, most useful, and most reliable way possible.

Think of it this way: SEO is no longer a contest of “who repeats the keyword the most,” but an exam of who best understands the user and can help them in fewer steps.

Also of interest: Top 5 Google I/O 2025 Innovations You Should Know

Google’s AI Updates

The search engine has become conversational. Now you get direct answers with cited sources next to them, giving users more trust to stay within Google’s ecosystem. There’s also multimodal search, where you can upload an image, ask a written question, and combine both into a single query.

Another key change is extended context. If you once searched for “best running shoes” and got a list, now you can ask: “I want trail running shoes that are waterproof and last at least two years,” and AI will understand it.

In short: the search engine doesn’t just respond anymore—it converses. And that conversation is what redefines how SEO strategies are built.

Impact of Google AI on SEO

The arrival of Google AI forces a rethink of everything you knew about optimization. Here are the keys to adapting:

1. Value over quantity
   Google easily detects filler or shallow texts. What matters are contents that solve real problems. One well-structured article beats ten repetitive notes.
   
2. Semantic optimization
   The search engine no longer depends on exact keywords. It now understands synonyms, expressions, and concept relationships. That means your strategy must include a rich semantic field, with variations and depth.
   
3. User experience
   A slow or poorly designed site loses ground, plain and simple. AI prioritizes pages that load quickly, are easy to navigate, and work on any device.
   
4. Visual and multimodal SEO
   Images and videos are no longer “decoration”—they’re value signals. If you upload a chart, optimize it with a clear ALT attribute, such as:
   alt=”Example of search in Google AI”
   alt=”Google updates AI mode interface”
   
5. Authority and trustworthiness
   Google leans toward sources that inspire trust. Writing well isn’t enough: you need to build digital reputation, gain quality backlinks, and show expertise in your field. Put simply: AI looks at who you are and why it should believe you.
   

Example of Using Google AI Mode

Imagine you’re planning a hiking trip in Colombia and want more than just routes. You open Google, select the “AI Mode” tab, and type:
“I want to know the main hiking routes near Medellín. Make a table with duration, difficulty level, landscape you’ll see, and safety recommendations.”

Here’s what happens:

1. Breaking down the query

AI splits your query into subtopics like: routes near Medellín, estimated time, difficulty level, landscapes, safety tips. This technique is called query fan-out.

2. Searching multiple sources simultaneously

The system searches in parallel on each subtopic across hiking sites, local forums, specialized blogs, and maps. Then it merges all relevant info.

3. Structured response

It gives you a table like this (simplified), along with links to local blogs, official guides, interactive maps:

4. Multimodality if applied

If you also upload route photos, AI Mode could recognize vegetation, slope, soil type, and adjust safety tips based on what it “sees” in the image.

5.  Follow-up questions

Then you could ask AI Mode something like: “Which of those routes has the best public transport access?” or “Show me routes where camping is allowed,” and the system will add that layer of info within the same conversation.

Practical Strategies for Your Company

If you run a brand or work in marketing, here’s where it gets interesting:

• Create useful, in-depth guides. Don’t stop at basic definitions—explain how to apply concepts in your industry.
  
• Include real examples. Cases, stats, and testimonials validate your content and make it more trustworthy.
  
• Keep everything updated. AI learns and changes, so your content can’t stay static.
  
• Interconnect your website. Use internal links to services, past blogs, or key pages to strengthen your SEO structure.
  

Where Google AI is Headed

The future is a search engine that doesn’t just answer, but anticipates. Imagine researching solar panels and Google suggesting calculating ROI for your home—without you asking.

That’s the direction: a predictive system that gets ahead of your needs.
For brands, this means moving from competing to “rank first on Google” to becoming the trusted source Google turns to for answers. That’s the difference between being visible and being relevant.

Tuatara – Digital Marketing Agency

At Tuatara, we understand that Google AI’s arrival isn’t a fad—it’s a structural change in digital marketing. Our approach combines SEO, content, and data analysis so your brand shows up exactly where it should: on your customers’ radar.
If you want your digital strategy to evolve at Google’s pace, now’s the time to take the step. Learn more on our website.