The world of AI seems to have blasted into outer space on the Starship Enterprise warp 5 hypermode recently. I say this because a week in AI is infinitely faster than a week in politics – more AI tools, better AI, outwit your competitor AI with free features and yes even to communicate with Dolphins with DolphinGemma AI.
One of the biggest AI trends that is being experienced right now is the move from SEO (Search Engine Optimisation) for search engines such as Google and websites, to now using AI in the search for answers to questions.
Open AI is eyeing Google to buy. This is the biggest AI platform on earth considering the biggest search engine. A potential monopoly may be on the cards, but for now Google is now offering AI answers at the top of its search listings.
However these giants may tussle remains to be seen, but whoever owns the browser owns the gateway – and largely this will decide who rewrites the engagement for the next era of cognition.
Over time this is going to have huge implications for those businesses who have built their websites on SEO search and the Google algorithm ….. which is pretty much everyone.
ChatGPT has recently provided an image tool free of charge to those with an account. Merely speak to ChatGPT and ask what image you would like to see. It will transcribe your voice, and you can press the search button to see what image arrives.
The new image feature in ChatGPT, has led to a huge demand on the OpenAI platform sitting underneath it for power and becoming a “victim of its own success.” Leading to ChatGPT producing timeouts or error messages. However, the new feature provides a challenger to Midjourney who up to now has been the de facto image generator of choice.
So, for the absolute AI beginner, I have put an exercise on my website, for those people or families who want to see how AI works in ChatGPT with kind permission of WeareSpark.ai
In the exercise you will need to create a free account in ChatGPT or another AI platform with a verified email address. Once created, you can then visit www.thecreativesuniverse.com and go to the Resources section and open the “Research Prompt Library” word doc. This is where the exercise is located. Once you have located the word doc, then you can open your ChatGPT account and copy the first text prompt which begins “I am a brand strategist”… and finishes with…”for my brand.” Copy and paste all of text up to solid line break and put it into the ChatGPT prompt box. The AI will then go to work on providing you with answer to your exercise question.
If there are 2 or 3 of you that can work together using separate PC’s/browsers then you can see how similar or different the AI answers are given. If you all load the same question at the same time.
Once you have received your answers, then you can copy and paste the next set of text up to the line break, and again put this “prompt” into the query box. Again, the AI will go to work producing you with an answer.
Work through the whole of the document with the various prompts and once you have worked your way to the end, you will have pushed the AI to answer all sorts of questions regarding the made up fashion brand.
Doing the exercise in its entirety will give you a very good feel for what can be achieved by using AI and prompting in the right way.
The final text asks you to go into Dall-E, but with the new image feature in ChatGPT then this should produce an illustration for you to look at.
Additionally, users who wish to pay for the ChatGPT version can attach multiple documents for the AI to study. A paid for business account, also means that your precious documents remain private, instead of being shared in the “free for all” training data.
A new survey by the World Economic Forum says that “half of employers plan to re orient their business in response to AI, two-thirds plan to hire talent with specific AI skills, while 40% anticipate reducing their workforce where AI can automate tasks.” Read the full report here The Future of Jobs Report 2025 | World Economic Forum
AI dolls have been hitting the media recently around a new trend for making a doll of yourself see a recent BBC article ChatGPT AI action dolls: Concerns around the Barbie-like viral social trend – BBC News
We at LeonardoPower have provided a free Voice AI at https://aivoicepr.leonardopower.com if you sign up for free banking. You can receive an AI Voicebot for free – which is great for answering calls, meaning that you never miss one again. It’s ideal for anyone who is tied up “doing-the-do” and needs an extra pair of hands. It gives you a transcript of the call to look at when you have time.
Finally, for those that wanting to put AI to proper work such as reducing the marketing burden with AI tools to reduce the workload visit the resources section on www.thecreativesuniverse.com and find the AI Toolkit to learn more. To arrange a demo get in touch with me at [email protected]
For the past decade, brand purpose has been the golden ticket in marketing. The playbook was simple: stand for something bigger than your product, weave social impact into your messaging, and watch consumers reward you with loyalty, engagement and increased revenue.
But here’s the plot twist: that strategy can backfire – if you don’t back up your claims.
Let’s start with the numbers:
This isn’t just a consumer trend – it’s hitting B2B hard. Buyers are becoming increasingly cynical about grand statements on sustainability, diversity and corporate responsibility. What they want now is proof, not platitudes.
The B2B landscape is changing fast, and purpose-washing is no longer a competitive advantage.
Old playbook: “We’re committed to a greener future.”
New playbook: “Our cloud infrastructure cuts energy costs by 32%, reducing carbon footprint and expenses.”
Old playbook: “We believe in empowering diverse voices.”
New playbook: “Our AI tool eliminates bias in hiring, improving candidate diversity by 45%.”
Old playbook: “We prioritise ethical supply chains.”
New playbook: “We provide full supply chain transparency so you can track every material back to its source in real time.”
B2B buyers don’t want big-picture promises – they want tangible benefits backed by data, case studies and real-world outcomes.
So, what should B2B brands focus on instead? Hard-hitting, proof-based messaging that delivers ROI, efficiency and outcomes.
B2B buyers don’t need another mission statement, they need evidence. Instead of vague “we care” messaging, offer:
Example: Instead of saying, “We help businesses reduce waste,” say:
“Companies using our software cut operational waste by 47% in the first year.”
Stop talking about how your brand is saving the world. Shift the focus to how your customer benefits.
Example: Instead of saying, “We’re committed to digital inclusion,” say:
“Our accessibility tools help businesses reach 20% more customers with disabilities.”
B2B buyers want to see what’s in it for them – so show them.
Too much B2B copywriting is bloated with corporate fluff. In a post-purpose world, direct, unfiltered and even slightly irreverent messaging is cutting through the noise.
Example: Instead of:
“We believe in leveraging innovative, forward-thinking sustainability initiatives for a more responsible future.” say:
“Your servers shouldn’t cost the planet. Our cloud platform runs 80% cleaner and 50% cheaper.”
In a landscape filled with big, vague promises, one of the most unexpected trust-builders is honesty about limitations.
Example:
“We’re not 100% carbon neutral – yet. But by 2026, we’ll cut emissions by 60% with these three initiatives.”
This level of self-awareness and credibility is what today’s B2B buyers actually trust.
B2B brand copywriting must evolve beyond empty purpose-driven marketing. The new rules are simple:
The brands that ditch the old playbook first will be the ones that win in 2025 and beyond.
So the real question is – how fast can you adapt?
Think your brand copywriting could do with a refresh? Get in touch at [email protected]
Pretty often, I’d guess.
As consumers we rely on others for validation and reassurance before making a purchase – this is called social proof.
It’s proof that a customer or client had a positive experience of using your business. And, as people are considerably more careful with their money, it’s crucial to provide this evidence to support why they should choose you over others.
In this blog, we’ll discuss the types of social proof, why it should be an essential part of your marketing strategy and what aspects to avoid.
Social proof is a social and psychological phenomenon whereby people copy the actions of others. When people are uncertain about a product or service, they look at others’ behaviours for guidance. In marketing, it shows that people see value in a service or product. This creates a feeling of validation and trust.
During your search for a product or service, you’ll most likely be thinking about its credibility and relevance. You’ll also consider if it is attractive, visually appealing, easy to understand, nearby and specific. These factors are called CRAVENS, which are principles of persuasion marketing.
Subconsciously people make decisions based on these principles and social proof is one of them.
So, what types can your business adopt?
Social proof can take many forms. Here are some of the main types to consider as tools to boost your business’ conversions:
As businesses continue to shift into the digital sphere, depending on word of mouth and personal recommendations alone has become an unfavoured marketing strategy.
Put simply, that’s why social proof is so important for your business. It gives potential customers and clients the trust and confidence they need to see before they choose to invest into your business over your competitors.
So, let’s delve into how the different types of social proof are effective at gaining your customers’ trust and generating greater leads.
Adding reviews and testimonials to your website’s landing page immediately provides the viewer with an understanding of someone else’s experience – which is hopefully a positive one! They serve as persuasive techniques that capture the viewer’s attention, increasing the likelihood of them exploring further and ultimately making a purchase.
In their study on customer reviews, Trust Mary found:
“When website visitors were shown customer reviews on the website, e-commerce conversion rate increased by 67% compared to customers who did not see reviews.”
Similarly, client case studies can effectively answer readers’ questions or concerns, offering insights that build assurance and credibility. These case studies and testimonials not only provide answers but also demonstrate how the product or service has successfully solved similar challenges for others.
Obtaining awards and certificates which are visible on your website are another great way to indicate your success and affirm to the viewer that you’re a reputable business, making them more likely to choose you.
Data and statistics are a great way to quantify campaigns to prove their effectiveness. For example, throughout some of our case studies we highlight the increase in website users and page views our clients have seen since we rebranded or redesigned their website. This not only demonstrates the success of our clients’ campaigns, but also highlights the credibility of our trusted team of specialists at P+S.
Getting to grips with social proof might look like a walk in the park, but before you showcase those glowing reviews and testimonials, we’d suggest a few easy steps to take.
Now, let’s not forget about an important part of all marketing strategies – the tracking and analysis.
Tracking your social proof is an important aspect of your marketing strategy. Staying aware of your customer reviews, testimonials and social proof engagement can help you stay informed on what your customers like to see.
Tracking conversion rates with Google Analytics or A/B testing is a smart way to measure changes. You can do this before and after adding testimonials or success statistics to your landing page. This helps you see if your social proof is improving your viewers’ experience.
While social proof showcases real-life success stories for your brand, you should avoid certain elements.
Social proof needs to be honest and transparent.
If you’re creating fake statements and reviews, you immediately lose the trust of your viewers. And therefore, your likelihood of conversion rates.
Likewise, if you’re using sources that don’t reflect your customer and clients, it can seem disingenuous, and you risk losing your business’ authenticity.
On the other hand, neglecting negative feedback can also appear disingenuous, creating a disconnection from your customers. Addressing negative reviews demonstrates that you value your customer’s experiences through building trust and showing you want to do better.
So here’s the big question: Have we earned your trust and supplied all the evidence you need to enhance your website’s social proof?
P+S has all the technical know-how to make your website social proof optimised.
Get in touch to find out more.
Email us at [email protected]
But what does it mean for your business?
A new report published by the UK’s Department of Science, Innovation and Technology outlines 50 recommendations for the government to drive adoption of artificial intelligence (AI) across industries and boost economic growth. But what does the AI Opportunities Action Plan mean for marketers and the wider B2B industry?
Led by Matt Clifford CBE, Chair of the Advanced Research and Invention Agency (ARIA), the plan promotes three key goals for the government:
The government’s response included promises to accelerate AI research and infrastructure development, promote AI Growth Zones to speed up planning, and public sector pilot schemes to help workers ‘spend less time doing admin and more time delivering the services working people rely on.’
And in the private sector, £14 billion and 13,250 jobs have been committed by leading tech firms following the AI Action Plan.
Finally, there are plans to develop and maintain ‘homegrown’ AI technologies, ensuring the UK economy benefits directly from the rapid adoption of these solutions.
“The UK Government’s AI Opportunities Action Plan will play an important role in helping the UK to unlock the full potential of AI and in doing so, boost productivity, enhance economic growth and improve public services. At AWS, we’ve seen first-hand the benefits that digital technologies like AI can bring.”
– Alison Kay, VP U.K. and Ireland at Amazon Web Services
According to the Department of Science, Innovation and Technology, these plans could boost productivity by as much as 1.5% per year. If fully realised, these gains could be worth up to an average £47bn to the UK each year over the course of a decade.
But what does this mean for UK businesses? And what opportunities should marketing teams look out for?
The AI Opportunities Action Plan effectively gives businesses the go-ahead to grab opportunities with both hands, embedding AI tools and investing in upskilling. If AI is to become the catalyst for the UK’s economic growth, there’s no better time to start adopting the latest technologies. The outlook is optimistic, but we always advise a cautious approach. It’s important to assess your readiness carefully before jumping on the bandwagon.
So what are the opportunities and risks of building AI into your strategy?
There’s no doubt AI can support businesses to streamline processes and make smarter decisions. From automating repetitive tasks to optimising supply chains, AI reduces manual effort and streamlines workflows. For instance, customer service chatbots can handle thousands of queries simultaneously, while machine-learning algorithms improve inventory management by predicting demand with remarkable accuracy. These efficiencies save time and costs, while allow businesses to focus on other strategic priorities.
But implementing AI tools requires skill and understanding, and employees are often sceptical – or even fearful – so it’s important to ensure communication and training is prioritised.
Across many industries, AI is already driving considerable growth. AI-powered analytics provide businesses with insights that were previously unattainable, helping them understand customer behaviour, market trends, and operational bottlenecks. Companies can use AI to develop innovative products and identify new revenue streams.
However, growth through AI isn’t automatic. It demands significant ongoing investment in talent and infrastructure, and a continuous improvement approach to keep up with technological advancements. This means managing expectations and setting a realistic timeline.
AI technologies rely heavily on data processing, which demands significant computational power and energy. The environmental cost of training AI models, including its carbon footprint, electricity use and water consumption, cannot be overlooked. Training large-scale models like GPT or image recognition systems often consumes vast amounts of electricity, equivalent to running entire power plants.
Organisations must consider the impact of their AI initiatives, particularly when it comes to sustainability reporting. It’s also worth investigating tools with a lower carbon footprint and embracing ‘green AI’ solutions as they emerge.
As we embrace AI, we must be increasingly rigorous with our governance and ensure an ethical approach that fosters trust and reduces the risk of reputational damage. Companies should establish ethical guidelines and governance frameworks to oversee AI development and deployment. It’s crucial to ensure they’re using these technologies responsibly, and concerns around bias in algorithms, data privacy, and accountability must be addressed.
All adopters will need to battle scepticism, so building and maintaining trust with stakeholders and customers will be key. Watertight branding and communications will therefore be more important than ever.
When we talk about AI solutions for marketers, we don’t just mean Generative AI models like ChatGPT and image tools. Marketing teams are building numerous AI tools into their tech stacks and new ones are popping up all the time. Here are some use cases we’re currently exploring:
AI tools can make audience profiling and targeting simple and straightforward. Building these tools into your account-based marketing process is a great way to gain efficiencies and cut down labour so you can spend more time crafting your messaging and optimising your content.
AI tools are a great way to save time on market research. In the time it takes you to do a quick Google search, tools like Waldo can download reams of industry-specific intel – plus it can analyse it all for you and deliver a report straight to your inbox. It can also highlight key trends in your industry to help you narrow your focus and stay competitive.
AI-powered personalisation tools help you tailor digital content to your specific audience, as well as A/B testing to ensure your messaging, images, and UX design is optimised to convert.
Ready to streamline your marketing strategy? We can help you make informed decisions and choose the right tools to maximise ROI.
Get in touch today: [email protected]
Writing a brief can feel like an unnecessary faff, but it’s a crucial step that can make or break your project. A thought-out brief sets expectations and gives everyone a clear direction. And it can save you a bunch of time and an annoying headache down the road.
A good brief can save you time and money, help you reach your goal, and keep everything on track. It can help you:
There’s no set rule on what exactly you should have in your brief. It depends on your project, who you’re working with, and the nature of the job. But we recommend covering these four sections.
What is the project?
Give a short explanation of what you’re creating and what you’re trying to achieve. Include a list of deliverables as well as any specific formats you need. And summarise the main points you want to get across.
Who is your audience?
Share your audience personas and describe who you’re targeting. Are there multiple audiences? What are their interests? And what are their pain points?
What’s your budget?
Roughly how much do you expect to spend on this project? If it’s a larger project, it’ll help to give a budget for each task or area.
What are your deadlines?
Explain when you need the project done. Make sure to include important milestones, like when you expect to see the first draft, changes, etc.
Hot tip: If you have a hard deadline, add in contingency time. As a rule, if the agency or freelancer you’re working with says it’ll take them a week to deliver the project, add double that time as contingency time.
This is simply to account for anything unforeseen. Anything can happen – people get sick, briefs change, files get corrupted. This mindset can help you avoid missing any important deadlines internally. And if everything runs smoothly, great. You’re ahead of schedule.
What are your objectives?
Think about the main goal of your project. What are you hoping to achieve? Is there anything else we’re trying to achieve here?
What do you want the audience to know?
Add specifics here, like product features, an explanation of an industry trend, how much it costs. If it helps, think: what main points do I want people to remember? A bulleted list is fine.
What do you want our audience to feel?
Do you want them to be worried about the future of our world, or excited at the fact they’re going to save loads of time?
What do you want our audience to do?
Where should they go next? To your website? To email you? Or to buy something?
Explain your brand’s tone of voice, like whether it’s formal or friendly. Include any specific style preferences or formatting rules. If you have any brand guidelines, now would be a good time to share them.
Include your must-haves
These are your absolute requirements and non-negotiables. Are there any stats you want to include? Any specific imagery? Any messaging?
Give background, references, and examples:
Cover the approval process
Figure out who the decision makers are in this process to avoid any roadblocks. And outline how work will be reviewed and feedback given.
It’s easy for the brief to change over the course of a project. It’s normal. By having a clear brief from the start, it can not only keep you on course, but set a clear scope. You want to make sure where the boundaries are so you know where your project ends, and another begins.
Gold: Best Expression of a Brand on Social Media Channels
Bronze: Best Use of Copy Style or Tone of Voice
The Transform Awards celebrate excellence in brand strategy and execution across Europe. saintnicks’ work with Ascot Racecourse brought to life the brand’s creative platform, Elegance at Play – combining social-first storytelling, a distinct tone of voice, and thumb-stopping, jaw-dropping content that captured the attention of both loyal racegoers and new audiences alike.
Speaking on the win, Fraser Bradshaw, CEO at saintnicks, said:
“We set out to create a truly ownable brand voice and world-class social content that matched Ascot’s stature as an iconic British institution. To see that work recognised is a brilliant moment for the team and a testament to the power of brave, collaborative thinking.”
If you’re after a creative brand agency that will go the extra mile for your brand, drop saintnicks a line. You can find out more about their brand, campaigns, content and digital expertise here, or reach out to their Client Services Director, Francois d’Espagnac.
The answer is clear, traditional SEO is still critical. However, AI-driven search is changing how information is found, processed, and presented. Large Language Models (LLMs) now play a significant role in how your website is understood and ranked. LLMs, such as Google’s Gemini 2.0 Flash and OpenAI’s o3 mini, are quickly changing how consumers seek and receive information. These AI-driven systems interpret and generate human-like text, influencing decisions and shaping perceptions. Large Language Models (LLMs) now play a significant role in how your website is understood and ranked.
So, how can you ensure your brand’s content is optimised for both search engines and AI models? Here are seven key strategies to help you stay visible in search and maintain brand clarity across AI-driven platforms.
Entities are key concepts, such as brands, products, and services, that search engines and AI models use to understand content. For your brand to be correctly recognised and associated with the right expertise, you need to use your brand name consistently alongside relevant keywords. Instead of writing generic descriptions for example at Varn we could say “We offer great services,” it’s important to be clear and explicit. A stronger alternative would be: “At Varn, we offer innovative SEO services powered by data.”
By making these connections clear, search engines and AI-driven models can better associate your brand with specific topics and expertise. This increases the likelihood that AI-generated search responses will accurately reference your business.
LLMs are designed to understand and generate human-like text, so your writing should be as clear and natural as possible. Overly complex or jargon-heavy content can be difficult for both AI and human readers to interpret.
When creating and writing content, imagine you are explaining your services to someone with no prior knowledge of your industry. Keep your language simple, direct, and conversational. If your subject matter is technical, take the time to explain key terms in a way that is accessible to a general audience.
By making your content easier to understand, you improve its accessibility for users while also increasing the likelihood that AI models will accurately interpret and feature your content.
Content that is well-organised and clearly structured is easier for both search engines and AI models to process. This means using descriptive headings, subheadings, and logical formatting to guide readers and search algorithms through your page.
For example, if an AI bot encounters a section titled “Benefits of Optimising Your Brand Language for LLMs” followed by a well-structured list, it can quickly determine that the following points describe the advantages of LLM optimisation. This helps AI models extract and summarise relevant information more accurately.
Breaking up content with bullet points, numbered lists, and short paragraphs also improves readability. Both human users and AI bots can more efficiently scan and process your information, leading to better search rankings and improved user engagement.
Think of your website as a well-organised library where every piece of content has its proper place. If your pages are connected in a logical and intuitive way, AI models and search engines will have an easier time understanding how different sections of your website relate to one another.
If your homepage links to main sections (like “Products” or “Services”) and those lead to specific sub-pages, a search engine or AI can follow that path to understand how your content is grouped. This again provides even more context to the information you are publishing, improving AIs understanding of your brand, or entity. A clear and connected website architecture not only enhances user experience but also signals to search engines that your content is well-structured and authoritative.
Authority and credibility are just as important for AI models as they are for traditional search engines. If trusted sources reference your brand or website, AI models are more likely to feature your content in their responses.
To build authority, focus on securing high-quality backlinks from reputable industry websites. Publishing guest articles, participating in expert panels, and being featured in respected publications all help establish your brand as a reliable source of information. Digital PR efforts not only improve traditional SEO rankings but also enhance your brand’s visibility in AI-generated search results.
AI-driven search is heavily focused on answering user queries. To improve your chances of appearing in AI-generated responses, structure your content to provide clear and direct answers to commonly asked questions.
Consider incorporating an FAQ section into your website or structuring blog posts around key industry questions. When answering these questions, be concise and informative. Well-structured, easy-to-digest responses are more likely to be surfaced by AI models when generating answers for users.
Just as brands create tone of voice guidelines for marketing and social media, it is now essential to establish guidelines for AI-generated content. AI models pull from existing online content to generate responses, so ensuring consistency in your brand’s language across digital platforms is key.
Define the messaging and terminology that best represents your brand, and ensure that AI-friendly content aligns with these guidelines. Regularly review AI-generated responses related to your business to identify any inconsistencies. By being intentional about your brand language in AI-driven search, you can maintain control over how your business is perceived and ensure that AI-generated content reflects your true brand identity.
The way we search for information is changing rapidly. The rise of AI-driven search means that brands need to optimise their content for both traditional search engines and LLMs. However, this doesn’t mean abandoning traditional SEO; it means evolving your strategy to align with how AI models interpret and present content.
By focusing on clear, structured content, entity-based optimisation, and AI-friendly brand language, you can improve your visibility across both traditional search results and AI-powered search platforms. As search continues to evolve, staying ahead of these trends will be critical for maintaining brand presence and ensuring your content reaches the right audience.
If you want to learn more about optimising your website for AI search, contact our team at Varn for expert guidance.
Google’s AI Mode is a new search experience (currently only available to Google One AI Premium members in the US via Search Labs) that uses Google’s latest AI model (a custom version of Gemini 2.0) to generate rich, conversational answers directly in Google search results. Instead of just showing a list of website links, AI Mode gives an AI-generated overview in response to your query, complete with relevant information gathered from multiple sources and accompanied by citations/links for reference. It is particularly designed for complex or multi-part questions that typically would require multiple searches – for example, comparing detailed options or exploring a new concept step-by-step. As with other AI powered search tools, users can ask follow-up questions in a conversational manner, allowing them to dive deeper into a particular topic within the same search session. This effectively turns search into an interactive dialogue, powered by Google’s AI and backed by Google’s vast index of information.
Google’s AI Mode uniquely combines generative AI with Google’s established information systems. It can tap into the Knowledge Graph, real-time data about current events, and even shopping data for product information. Whilst the current version of Google AI Mode available via Search Labs hasn’t shown product listings as part of any of our test searches, this is still in experimentation mode and so we will likely see many new developments over the coming weeks and months.
Google’s AI Mode introduces several notable features and enhancements over a standard search experience:
With these capabilities, Google’s AI Mode is poised to change how users interact with search, especially for in-depth inquiries. Next, let’s compare how this new mode stacks up against other AI-powered search tools available today.
Google is not the only player integrating AI into search. Competing offerings like Perplexity AI and OpenAI’s ChatGPT (among others) also provide AI-driven search or Q&A experiences. However, each takes a different approach.
Perplexity AI is a newer AI-powered search engine that, like Google’s AI Mode, answers questions by fetching information from the web and then summarising it with an AI model. Perplexity has gained a niche following for its clean interface and strong focus on citations. How does it differ from Google’s AI Mode?
Strengths & weaknesses: Google AI Mode’s strength against Perplexity is the combination of breadth and depth – it can answer more complex questions by drawing on more sources and using better reasoning, all integrated in one place. Perplexity’s strength is being lean and focused: it often gives very concise answers with minimal fluff and clearly shows sources, which some users (especially researchers) appreciate. However, users have to go to a separate site or app to use Perplexity, whereas Google’s AI Mode is in a place where billions of searches are already happening. Overall, Perplexity pioneered the kind of experience that Google is now building natively, but Google’s version could eclipse it by virtue of superior data integration and user convenience.
ChatGPT, developed by OpenAI, isn’t a search engine, but it is a prominent AI tool often compared in this space because it answers questions in a conversational way. It’s important to clarify the context: ChatGPT (the default free version) does not have direct access to live web information. Still, many people use ChatGPT as an information tool, so how does Google’s AI Mode differ?
Strengths & weaknesses: Google’s AI Mode is strongest where ChatGPT is weak: real-time factual queries with need for source attribution. It provides an answer you can cite or trust to be up to date. ChatGPT’s strength is in open-domain creativity and instructive dialogue – it’s often more flexible in what you can ask. For an SEO expert or researcher, Google AI Mode might be the preferred tool for gathering information with confidence in the source; ChatGPT might be what you use to brainstorm how to use that information or to generate content from it. One could imagine using both: e.g., ask Google AI Mode for the latest stats or details on a topic (with sources), then use ChatGPT to help craft a report or article around that info. Another point: ChatGPT, being model-based, sometimes injects more of a conversational filler and can occasionally deviate. Google AI Mode, guided by actual search results, is more likely to stick to the point. In summary, ChatGPT is a broad AI assistant with knowledge (albeit time-limited), whereas Google’s AI Mode is an AI-enhanced search specialist grounded in live data. Each has their place, but for the specific job of answering search queries with current info, AI Mode is built to excel.
The introduction of AI Mode in Google Search has significant implications for user behaviour and how people interact with search engines:
Mobile and voice implications: As search becomes more conversational, voice search is likely to become much more popular. AI Mode’s development might bleed into how Google Assistant or mobile voice queries are answered (more conversationally, with summarised info). If AI Mode makes it easier to get a direct answer, people might be more inclined to ask their phones a question out loud and trust the spoken response.
In summary, AI Mode is changing search behavior by making search more of a dialogue and less of a directory. It is important that we place additional focus on conversational search within SEO, and that we optimise content for voice search, long-tail keywords, and individual entities – but we need to do so whilst making sure we don’t ignore traditional search. Google may have seen a large drop in their market share in recent months thanks to the introduction of other AI powered search tools, but they may just start pulling that traffic back thanks to the launch of AI Mode. We’ll keep an eye on these developments, and will let you know when Google AI Mode is ready for the general public.
In the meantime, if you’re concerned about search performance in this new era of AI and would like to make sure your website is optimised for AI search, give us a call – we would love to hear from you.
Although traditional searches have become longer and use natural language, voice searches tend to be more conversational, as if users were having a real-life discussion. For example, a user may type “Top 5 holiday destinations 2025” but verbally ask “What are the top 5 holiday destinations in 2025?”. Voice search queries tend to be informational, especially if a user makes a request via a smart speaker, or commercial if using another voice-assisted device such as a mobile phone. In comparison to traditional searches, voice searches produce more clear and concise results, often with AI Overviews and featured snippets. It’s also worth noting that a large portion of voice searches come from users who are on the move, particularly when using a mobile device, to get quick answers.
Voice search works through an automatic speech recognition (ASR) system, which translates speech to text as follows:
One difficulty with voice search is that some people using smart speakers for voice search will be unlikely to investigate what source was used. For example, a user asking an Alexa “What is the best material to make a knitted jumper?” will not be able to click through to a website selling wool and be converted into a potential customer. So you may be asking the question, if appearing in voice search results may not lead to increased traffic on my website, why do I need to optimise for it?
Firstly, voice search covers a wide range of devices, not just Alexas or Echos, and secondly, the steps you would take to optimise your website for voice search are also helping to optimise your website for traditional searches. So improving your website’s SEO for voice search will likely come with many benefits such as appearing in SERP features and AI Overviews, and ranking well organically. Voice search is about capturing these users and drawing them into your website, as they may become customers, so it’s great to include this in your overall SEO strategy.
Because questions used in typically written searches are becoming longer and more conversational, similar to voice searches, optimising the below elements for voice search essentially allows you to hit two birds with one stone. Matching search intent, including relevant keywords, adding schema where applicable, and optimising for local search and mobile will have positive effects on your rankings. Here are a few ways you can optimise your website’s SEO for voice search, whilst helping to enhance its general SEO performance.
Keywords and search intent
Keyword research enables you to understand your target audience and tailor your website’s content. You can find keyword opportunities through resources such as Google Search Console, Google Ads, or Google Analytics, as well as third-party tools such as SEMRush, Ahrefs, and Moz. It’s important to include long-tail keywords, conversational phrases, and semantic keywords to cover a range of relevant queries your audience uses to find your website’s products and services.
To strengthen your content strategy, match search intent to your content. If a user is searching for “the best Greek salad recipe”, they will likely be looking for recipe SERP features with the most appealing name, enticing description, and attractive image. The above query is an informational one, so if your business sourced fresh fruit and vegetables, you could add a recipe under blogs or a designated recipes folder. Along with this content, you should also include recipe schema, adding relevant data such as a title, description, optimised image, and reviews, to increase the likelihood of appearing in recipe SERP features.
FAQs and Schema
As SERP features and AI Overviews are now in search results, the typical organic blue links that make up the top 10 results get pushed down the page. But as the screen on a mobile device is much smaller, users are likely to focus more on these top features in voice search results as opposed to website URLs. Therefore, it’s important to optimise your content, following a question-answer style while adding FAQs to pages where relevant. Alongside keyword research, you can see which questions users are searching by looking at the ‘People Also Ask’ SERP feature and looking at commonly asked questions in customer feedback.
Marking up your website’s content with a range of schema types will increase the likelihood of appearing in SERP features. Here, user-generated content (UGC) such as reviews and testimonials are great additions to your pages and schema as these make your site more credible, a factor that influences web rankings.
Optimise for local search
As highlighted earlier in our blog, a large portion of voice searches made from a mobile device are by users who are on the move. These users are often making local searches, such as “What’s the nearest supermarket near me?” or “Where can I get my phone fixed?”. Therefore, to optimise your website for local SEO, make sure that your Google My Business profile is up to date, particularly if you have a physical store. Including location-specific landing pages on your website is also beneficial as these can rank for location-specific keywords in SERPs.
Mobile optimisation
Due to Google’s mobile-first indexing approach, you need to make sure your website is up to scratch on mobile. Not only does a fast mobile site speed matter in Google’s eyes, but people using voice search, particularly when on the move, are looking for quick answers and quick buys. Users want to be able to find the information they are looking for easily on your site. Having a smooth, functional, and logical navigation on your mobile site plays a part in conversions. If a site is too slow, elements are unresponsive, or a user cannot find what they are looking for, they may simply leave the site.
Although you aren’t able to directly see your website’s appearance in voice search results, there are various elements you can track to get an understanding:
Appearing in voice search results isn’t an easy one-route path; Following a range of SEO tactics including question-answer style content, long-tail keywords and phrases, and schema markup as well as optimising your website for mobile and local search will improve your website’s performance in voice search results.
Want to learn more about how AI is changing search? Check out our AI Search and Innovation blogs, or contact one of our SEO experts today.
When looking at the kind of backlinks it is important to think about the context. Looking at an example for Varn, we conducted a search on the ‘best off-page SEO agencies’ and it returned the below result. Content pulls through from Varn’s Off-page SEO page but the sources section at the bottom is what we are really interested in.
Examining the content we can see that whilst some commercial pages are shown including Varn’s there is a high number of long-form content pages listing out SEO agencies. These kinds of lists are becoming more common across the web and appear to be what SearchGPT is prioritising when it comes to citations. If your website is mentioned in this kind of content, you are more likely to appear in SearchGPT for relevant results. Varn for example are featured in the Social Shepherd article but not in similar referral style pages from Omnius or Designrush.
These represent golden opportunities to reach out and ask for a placement. In addition to this we are also seeing more reddit results be leveraged within the content, whether this will stay or not is difficult to determine, but for this thread around the best SEO agencies in the UK, getting Varn featured is also a bonus. The question is, will not having a backlink in this kind of content have an impact?
Brand mentions have been a part of SEO for over a decade but their potential importance has often been debated. In the early days pre-2012, their importance was minimal, with a pure focus on backlinks. Following the Penguin and Hummingbird updates, the algorithm developed in terms of context and entity recognition, and this coincided with the Google patent on ‘implied links’ , a hint that unlinked brand mentions could be a ranking signal.
From 2015-1018, brand mentions became more important and started to play a significant role in signalling authority if they were placed on authoritative sites. This trend has continued up to 2024, with the added dimension of LLMs now clearly leveraging brand mentions in the answers they surface to users. The areas of the mentions may also play a part, as Neil Patel discusses:
“The more mentions, the more likely AI models are to consider your content high quality.
That could be things like user-generated content reviews, comments, and forum posts. These are the types of information large language models are likely to use, so use social listening tools to discover these comments.”
What does SearchGPT say?
Our question: Do you use brand mentions on forums, social posts and wider non-traditional SEO sources in your algorithm when serving answers on brands to users?
SearchGPT: I don’t have my own algorithm for ranking brands, but I can analyze and synthesize information based on a mix of sources, including brand mentions on forums, social media, news articles, and other online discussions. However, my responses prioritize authoritative sources like official websites, structured SEO-optimized content, and well-cited information.
Are unlinked mentions still a tactic worth pursuing? Google’s grip on search has not vanished just yet, but with their dip below 90% of the market share for the first time since 2015, ensuring your time is spent on the most valuable tactics will be crucial.
So we’ve discussed the kind of citations that SearchGPT uses for content around ‘best X service providers’ and we have explored the added importance of brand mentions on these types of pages and wider sources on the web. How do you actually go about driving these for your business?
Brand mentions and off-page SEO is here to stay with the new AEO paradigm, if you want to continue to earn visibility remember to:
If you would like to discuss how LLMs serve content to users and how you can get featured in commercially valuable searches no matter the platform, get in touch with Varn today.
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