Mastering Google's AI Mode: How Query Fan-Out Changes SEO Forever

By Rishan Chopra

Google’s recent launch of AI Mode at Google I/O marks a significant milestone, reshaping the landscape of search. Powered by Gemini 2.5, AI Mode leverages advanced multimodal and conversational capabilities, fundamentally shifting SEO strategies by focusing on context rather than individual queries.

What is Google AI Mode?

AI Mode enhances Google's Search Generative Experience (SGE), employing a novel query fan-out technique to deliver comprehensive, context-rich answers. Instead of addressing queries linearly, AI Mode breaks complex user questions into multiple sub-queries simultaneously.

Google explains query fan-out:

"AI Mode breaks down your question into subtopics and issues multiple queries simultaneously, diving deeper into the web to find hyper-relevant content matching your query."

How Does Query Fan-Out Work?

Query fan-out expands a single user query into several parallel sub-queries, each targeting specific intents or related aspects. This approach:

• Captures multiple user intents simultaneously\
• Retrieves broader and deeper insights\
• Integrates content from diverse sources (web, knowledge graph, Google Shopping)

Example: Bluetooth Headphones Query

A user searching for:

“Bluetooth headphones with a comfortable over-ear design and long-lasting battery”

would trigger fan-out queries exploring facets like:

The resulting AI Mode answer includes:

• Recommended products with reasoning
  \
• Summaries of specifications, comfort, and battery life
  \
• Sources prominently linked, increasing transparency and credibility

Implications of AI Mode for SEO

AI Mode’s query fan-out significantly impacts SEO in several critical ways:

1. Deeper Intent Understanding

• SEO moves beyond single keywords to addressing entire user journeys.\
• You must anticipate related sub-questions users might have and optimise accordingly.

2. Comprehensive Topical Authority

• Aim for in-depth, extensive coverage of each topic, addressing multiple facets.\
• Build clear topic clusters around core themes to showcase your expertise.

3. Anticipating Follow-Up Questions

• Create content that proactively answers likely follow-up queries.\
• Organise content into clear hierarchies for easy navigation and AI parsing.

Practical SEO Actions for AI Mode

SEO strategies need these practical steps:

• Identify sub-queries: Use tools like AlsoAsked, Keyword Insights, and Waikay to find and cluster user intents.\
• Enhance Topical Clusters: Structure your website clearly into interconnected topic hubs, each targeting specific user questions and needs.\
• Leverage Structured Data: Optimise Schema.org markup for enhanced discoverability by Google's AI.\
• Monitor AI Representation: Regularly audit how your brand and content appear in AI Mode results, adjusting based on insights.

Enhanced EEAT and Unique Insights

AI-generated results prioritise authoritative, trustworthy content:

• EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) becomes critical. Demonstrate your authority through credentials, original research, and high-quality content.\
• Unique insights—original data, proprietary studies, and first-hand experiences—gain significant advantage.\
• Content must be scannable and digestible, structured clearly with headings, lists, and concise paragraphs to facilitate AI summarisation.\
• Brand sentiment matters. Positive unlinked brand mentions across reputable sources increase visibility and authority.

SEO Tools for AI Optimisation

• AlsoAsked: Discover relevant questions users are asking.\
• Keyword Insights: Identify and cluster keyword intents from diverse sources.\
• Waikay: Identify content gaps compared to competitors.\
• InLinks: Optimise entity-based structured data and internal linking.\

FAQs on Google’s AI Mode and Query Fan-Out

**Q: What is query fan-out in Google AI Mode?**It’s a technique breaking a user’s query into multiple sub-queries, gathering diverse information simultaneously to deliver comprehensive, nuanced answers.

**Q: How does AI Mode differ from traditional Google search?**AI Mode delivers conversational, multimodal, context-rich answers, whereas traditional search primarily provides ranked lists of links based on single queries.

**Q: What should SEO specialists prioritise now?**Prioritise deeper intent understanding, comprehensive topical coverage, and structured, authoritative content designed for easy AI summarisation.

Final Thoughts: The Future of SEO is Contextual

The shift from query-focused to context-focused search means SEO must evolve. Embracing query fan-out optimisation prepares your brand for a future where AI agents shape user engagement and discovery.

In AI Mode’s world, your content must not only answer questions but anticipate and guide user journeys comprehensively.

Need help optimising your brand’s content for AI Mode? Adgent can assist you in mastering AI-focused SEO strategies to thrive in Google's new search paradigm.