Google AI Mode: New Rules for Visibility – Why SEO Alone Is No Longer Enough (Empirical Study 11/2025)

There are moments in digital marketing when the rules of the game are not just slightly adjusted but completely rewritten. We are in such a moment right now. Since October 2025, the Google AI Mode has been available in Germany, and it is Google's answer to ChatGPT. Many marketers and SEOs have been waiting for it, but the reality hits many harder than expected. 

Introduction: The SEO shake-up we saw coming 

For years, the mantra was: "Optimize for the top 3, and the traffic is yours." But our latest empirical study at internetwarriors paints a different picture. A picture that is unsettling for traditional SEO strategies but full of opportunities for adaptable companies. 

The most important finding upfront: A top ranking in the classic Google search is no longer a guarantee to appear in the Large Language Models (LLMs). In fact, our data analysis shows that over 60% of the sources the AI Mode cites do not even show up in the top 50 of organic search. 

What does this mean for your visibility on Google? It means that we need to rethink SEO. In this article, we dive deep into our analysis of over 3,000 URLs and show you how you need to adjust your strategy to avoid becoming invisible in the age of AI Search. 

The Study: A Look Under the Hood of AI 

Before we get to the strategic implications, it is important to understand the data basis. We did not want to rely on gut feelings but create empirical facts. 

Our study setup: 

We conducted a comprehensive analysis that included the following parameters: 

• Scope: 240 different prompts (search queries). 

• Diversity: 12 different industries, from e-commerce and pharma to finance and energy. 

• Data basis: A total of 3,109 URLs were identified and analyzed, which were output by Google AI as sources (citations). 

• Objective: We wanted to know what types of websites are linked, which content formats win, and how strong the overlap with classic search is. 

The methods overview of our study

This data basis provides us with the clearest view so far of how Google selects and presents information in AI Mode. 

The Shock for Classic SEO: The 60% Gap 

This is the point at which we have to be honest: The classic SEO playbook only helps to a limited extent in increasing visibility in AI Mode. 

Our quantitative analyses brought to light a statistic that must make every SEO manager sit up and take notice: 

"Over 60% of the citations in AI Mode are NOT found in the Google Top 50 results of the classic search." 

Let that sink in for a moment. Even if you've invested a tremendous amount of budget and time to rank for a keyword on page 1, 2, or 3, the AI ignores you in more than half of all cases in favor of other sources. 

It becomes even more drastic when we look at the absolute top: Only 21.97% of the URLs linked in AI Mode are also found in the top 10 results of the classic Google search. 

What Does This Mean for "Improving Google Rankings"? 

It means that the algorithms that determine organic rankings (backlinks, technical SEO, core web vitals) do not align with the selection criteria of the LLMs (Large Language Models). The AI looks for other signals. It seeks semantic relevance, information density, and context, not necessarily the domain with the highest authority score. 

Those who only focus on optimizing the classic Google ranking today are missing the future. We see a decoupling of the two search modes. 

Overlap of AI Mode links with the organic top 10 results

Our data also shows interesting differences between the various AI engines. While Google AI Mode and Perplexity overlap by just under 30%, ChatGPT selects completely different sources (under 10% overlap). The "winner-takes-it-all" principle of the old SEO world, where position 1 wins everywhere, is over. 

Who Are the Winners in AI Mode? (Websites & Content) 

If the classic top rankings are no longer decisive, then who benefits? Our analysis of the website types provides clear answers on how you should align your AI content strategy. 

Brand Websites and E-Commerce: The Foundation Stands 

The good news for brands: Brand websites (44.26%) and e-commerce shops (10.57%) together account for over half of all linkings. 

This means that Google also gives preference to trustworthy brand sources in AI Mode. But—and that's a big but—it depends on which subpages are linked. 

Digital PR Is the New Link Building 

Noteworthy is the increase in news/journalism sites (10.19%) and comparison portals (10.29%). Together, they make up over 20% of the sources. 

Interpretation: The AI validates information through third parties. If your brand or product is mentioned in a reputable news article or an independent comparison portal, the probability massively increases that the AI will pick up this information and cite you as a source. Digital PR thus becomes more important than classic, technical link building. 

Forums Are (Still) Overrated 

Contrary to the hype around "Reddit-SEO," our data shows that forums and community sites account for less than 3% of the mentioned links. A strategy purely based on user-generated content falls short. 

Type of websites linked in AI Mode.

Content Metamorphosis: Moving Away from Selling to Providing Orientation 

Perhaps the study's most important finding concerns the type of content. This is where companies need to rethink the fastest. 

Purely sales-driven texts are losing relevance. The AI understands search intent much more granularly. When users utilize AI Mode, they often look for summaries, explanations, or comparisons—not directly for a "buy" button. 

Our data speaks clearly: 

• Blog articles dominate: 41.23% of all linked URLs are blog articles or blog-like content. 

• Listicles work: At 12.35%, lists (e.g., "The 10 best...") are the second most common format. 

• Help pages lose: Pure FAQ or help pages are only at 4.67%. 

Why Is This So? 

Listicles and well-structured blog articles offer the AI "ready-to-eat" information. They provide orientation and structure that the language model can easily extract and recombine. A pure product page often offers too little context. A dry FAQ page is often too specific and does not provide the comprehensive context the AI needs for a generated answer. 

Type of content

The conclusion for your content strategy: Content that provides orientation wins. Companies must shift away from pure sales content and move towards informative, user-centered content that comprehensively answers questions. 

GEO (Generative Engine Optimization): The New Era of Optimization for Google 

We must stop saying just "SEO" when we actually mean visibility in AI systems. The technical term emerging here is GEO (Generative Engine Optimization). 

Based on our study, concrete action recommendations for GEO can be derived: 

1. On-page GEO is a significant lever: Since brand websites are so strongly represented, you have control. Optimize your informational areas. Ensure your blog articles have clear structures, lists, and concise summaries. 

2. Informational before transactional: For prompts with an informative search intent, the chance of achieving good rankings in AI Mode is higher. Invest in high-level content that explains topics rather than just promoting products. 

3. Expand your PR work: Ensure you are present on news sites and in comparison portals. The AI trusts these sources. Your brand must be present where opinions are formed. 

4. Diversify your sources: Do not rely on your Google ranking saving you. Since over 60% of AI links come from "nowhere" (outside the top 50), you have the chance to occupy niches with high-specific, excellent content that are dominated by major players in classic SEO. 

Conclusion: Those Who Act Now Secure the Lead 

The integration of AI in search and the use of LLMs will continue to grow. We are only at the beginning of this development. The fact that AI Mode often chooses different sources than the classic algorithm is both frightening and freeing. 

It means that the cards are being reshuffled. Small players with excellent content can outdo giants that rely solely on their domain authority. Companies that react now and develop their strategy from pure SEO to a hybrid SEO/GEO strategy secure a decisive competitive advantage. 

Don’t wait until your traffic collapses. Use the insights from our study to make your content ready for the AI search engine. 

Do You Want to Dive Deeper into the Data? 

Our study includes many more details, industry breakdowns, and specific analyses on Perplexity and ChatGPT. 

Download the complete Google AI Mode study now and learn in detail how to optimize your SEO / GEO strategy for the future. 

Free download of the Google AI Mode study

Transparency Note: This article is based on the empirical study "Google AI Mode: New Rules for Visibility" by internetwarriors, conducted in November 2025.