Bhautik Sheth May 20, 2026 Digital Marketing No Comments
Google has given us two important signals within a very short time.
First, Google Search Central explained how website owners should approach optimisation for generative AI features such as AI Overviews and AI Mode.
Google clearly said that SEO fundamentals remain relevant, and websites do not need any special new technical requirements to appear in these AI features.
But Google also explained how AI Overviews and AI Mode may use query fan-out to search across subtopics and data sources before showing responses and links.
Second, Google announced what it calls a new era for AI Search at Google I/O 2026 This update is bigger than a normal search feature update.
Google has upgraded AI Mode, introduced a new intelligent AI-powered Search box, expanded conversational search, announced Search agents, added agentic booking capabilities, introduced generative UI and expanded Personal Intelligence in AI Mode.
When we combine both updates, the message becomes very clear.
SEO is not going away. But SEO strategy must change.
For years, many businesses treated SEO as a ranking activity. They created keyword lists, wrote blogs, added meta tags, built backlinks and waited for traffic.
That approach may still give some results, but it will not be enough for the coming search behaviour.
Google Search is no longer only a place where users type keywords and click blue links.
Google Search is becoming a place where users ask longer questions, compare options, upload images, continue conversations, use agents, complete bookings, build custom answers and receive personalised help based on their context.
Google’s own data says AI Mode has surpassed one billion monthly users, and AI Mode queries have more than doubled every quarter since launch. Google also says the average AI Mode query is triple the length of a traditional Search query in the U.S.
This means businesses must stop thinking only about ranking.
They must start thinking about search visibility, answer readiness, task readiness and trust readiness.
What exactly has Google announced
First, Google’s Search Central guidance says the best SEO practices remain relevant for AI features in Google Search. Google also says there are no additional requirements or special optimisations needed to appear in AI Overviews or AI Mode.
But the same guidance also explains that pages must meet Google Search technical requirements, follow Search policies and focus on helpful, reliable, people-first content.
This is the foundation.
Then, after a few days on 19 May 2026, Google’s I/O 2026 announcement shows where Search is moving next.
Google has upgraded AI Mode with Gemini 3.5 Flash as the new default model globally, introduced an intelligent AI-powered Search box, enabled search with text, images, files, videos or Chrome tabs as inputs, and made it easier to continue conversations from AI Overviews into AI Mode.
Google has also announced Search agents. These agents can monitor the web, blogs, news sites, social posts and fresh data sources such as finance, shopping and sports to send synthesised updates based on a user’s specific requirement.
Google says information agents will first launch for Google AI Pro and Ultra subscribers this summer.
For local and service businesses, the most important part is agentic booking. Google says users will be able to share specific criteria for local experiences and services, and Search will bring together latest pricing and availability with direct links to complete booking through the provider of choice.
Google has also said that in select categories such as home repair, beauty and pet care, users can ask Google to call businesses on their behalf in the U.S. this summer.
Google has also expanded Personal Intelligence in AI Mode to nearly 200 countries and territories across 98 languages, with no subscription required. Users can choose to connect apps such as Gmail and Google Photos, and Google says Calendar will come soon.
So we have to understand the bigger picture (Uff! It’s a mammoth task for marketers to plug and play everything).
Google is not only improving answers. Google is moving towards AI-assisted actions. That changes SEO strategy deeply.
Google Search is moving from answering questions to helping users complete decisions and actions.
Google Search is moving from answering questions to helping users complete decisions and actions
The crux of both Google updates in May 2026
The first update tells us how to prepare websites for AI Search.
The second update tells us how users will behave inside AI Search.
When we combine both, the crux is simple: Google wants to understand pages better. Users want to ask deeper questions.
AI Mode will expand queries into multiple related searches, and search will accept more input formats, including text, images, files, videos and Chrome tabs.
Search agents will monitor information and notify users when conditions match. Personal Intelligence will make some searches more context-aware.
Local and service discovery may move closer to direct action.
Therefore, SEO can no longer stay limited to one keyword, one page and one ranking report.
SEO must become a complete visibility system.
This system must answer questions, support comparisons, prove credibility, stay technically accessible, keep business data fresh and guide users towards enquiry, booking, visits, purchases or consultations.
This is what we call a ‘search visibility strategy’ at iVIPANAN.
How user behaviour will change
Google’s own insights show that people are already searching differently in AI Mode.
In the U.S., Google says more than one in six searches now use voice or images, image searches are growing over 40% month-over-month, the average AI Mode search is triple the length of a traditional Search query, and planning-related AI Mode queries have grown faster than overall AI Mode queries by 80% in the past six months.
This means the user is no longer limited to short keyword searches.
Earlier, a user may search:
Best digital marketing agency in Surat
Now the same user may ask:
Which digital marketing agency in Surat can help my manufacturing business generate B2B leads through SEO, LinkedIn and Google Ads, and also train my internal team to understand digital marketing better?
This one query carries many intents.
The user wants an agency with B2B experience, lead generation, SEO, LinkedIn, Google Ads, staff training, and local or regional understanding.
A weak website will target only “digital marketing agency in Surat”.
A strong website will answer the whole decision journey.
This is the real shift.
SEO strategy must move from keyword coverage to intent coverage
Keyword research still matters, but keyword research alone cannot guide modern SEO.
A business must now map the complete intent cluster behind every important search.
For example, a dental clinic page should not only target “dental implants in Surat”. It should answer cost, procedure, doctor experience, technology, recovery time, pain, safety, reviews, location, appointment process and before-after confidence.
A digital marketing training page should not only target “digital marketing course in Surat”. It should explain course duration, modules, AI tools, live projects, internship, trainer experience, student background, placement support, practical work, fees, timings and career outcomes.
A B2B manufacturing website should not only target product names. It should explain applications, industries served, materials, specifications, certifications, use cases, export capability, quality process, lead time, comparison and enquiry process.
Google’s AI features may use query fan-out, where multiple related searches across subtopics and data sources help develop a response. That means one strong page or one strong topic cluster must help Google understand the full subject, not just one keyword.
At iVIPANAN, we already follow this logic for SEO projects. We first study the business model, target audience, buying journey and sales questions. Then we create page structure, content clusters and internal linking based on intent, not just keyword volume.
SEO strategy must include multimodal search
Google’s new Search box can handle text, images, files, videos and Chrome tabs as inputs where AI Mode is available.
Google has also said that voice and image searches are already a major part of changing search behaviour in the U.S.
This means your SEO strategy cannot depend only on written content.
Your website needs original images, meaningful videos, useful diagrams, product photos, location photos, team photos, process visuals and properly described visual assets.
For local businesses, this can include office photos, clinic photos, store photos, service execution photos and Google Business Profile images.
For ecommerce, this can include product images, product videos, usage visuals and accurate product attributes.
For education, this can include classroom images, project work, student presentation photos, trainer videos and explainer graphics.
For B2B, this can include factory visuals, product process images, machinery photos, technical diagrams and application visuals.
Google’s Search Central guidance also advises supporting textual content with high-quality images and videos where applicable.
It also says important content should remain available in textual form. This means images and videos should support the page, but they should not hide the main information.
SEO strategy must prepare for conversational journeys
Google says users can ask follow-up questions from an AI Overview and move into AI Mode, where the context stays with them and supporting links become more relevant as they explore deeper.
Traditional SEO often treated every search as a separate query. AI Mode treats search more like a conversation.
A user may start with a broad question.
Then the user may compare, may narrow by budget, may ask for local options, may ask for reviews, may ask how to book. So your website must support the full journey.
This means your content should guide the first and the next questions as well.
For example, a service page should naturally lead to FAQs, case studies, pricing guidance, process explanation, proof, location information and CTA.
A blog should lead to relevant service pages.
A product page should lead to applications, specifications, comparisons, reviews and enquiry.
A training course page should lead to curriculum, internship, trainer profile, student work and admission enquiry.
Internal linking now needs strategic thinking. Google itself mentions that content should remain easily findable through internal links.
This is why internal linking cannot stay as a random SEO activity. It must reflect the user’s decision journey.
SEO strategy must become task-ready
This is the biggest change in the Google I/O 2026 announcement.
Google is now helping users complete tasks.
Search agents can monitor changes and notify users. Agentic booking can help users find options based on criteria and then connect them with providers to complete booking.
In some categories and markets, Google can even call businesses on behalf of users.
For local businesses, this means business hours, services, pricing signals, availability, phone numbers, booking links, Google Business Profile, reviews and location details must remain accurate.
For service businesses, this means forms, appointment systems, WhatsApp links, enquiry flows and service pages must work properly.
For ecommerce businesses, this means product data, Merchant Centre, stock, price, shipping, return policy and product structured data must remain updated.
For education businesses, this means course pages, admission forms, batch dates, counselling links, brochure downloads, fee details and contact options must remain clear.
Google’s Search Central guidance specifically tells website owners to keep Merchant Centre and Business Profile information up to date.
This point will become more important as Search moves closer to decisions and actions.
AI Search visibility requires a complete SEO system, not just isolated keyword optimisation
AI Search visibility requires a complete SEO system, not just isolated keyword optimisation.
SEO strategy must include Personal Intelligence thinking
Google has expanded Personal Intelligence in AI Mode to more people across nearly 200 countries and territories and 98 languages.
Users can choose to connect apps such as Gmail and Google Photos, and Google says Calendar will come soon.
It means Search experiences may become more context-aware for the user.
For example, a user planning a trip may get help based on past emails or photos if they choose to connect their apps. A user planning a service appointment may get search help based on the schedule or past context in the future. A user comparing options may receive answers that better match personal requirements.
So businesses must think beyond generic visibility.
They must make the information clear enough for different contexts.
That means your website should answer different user situations like,
– Budget-sensitive users.
– Location-sensitive users.
– Urgency-driven users.
– Comparison-driven users.
– First-time buyers.
– Repeat buyers.
– Students.
– Parents.
– Founders.
– Purchase managers.
– Patients.
– Decision makers.
Google’s Personal Intelligence direction increases the importance of detailed, structured and context-rich content. It also makes vague marketing copy weaker.
A line like “We offer the best XYZ service” will not help.
A clear explanation of who the service is for, what it includes, how it works, when it helps, what it costs, how to start and why to trust the business will help much more.
SEO strategy must become freshness-driven
Search agents will monitor the web, blogs, news sites, social posts and fresh data sources to look for changes related to a user’s question.
This means outdated websites will create a bigger disadvantage.
Many Indian businesses launch a website and then leave it untouched for years. Service details remain outdated. Team details remain outdated. Product catalogues remain outdated. Photos remain outdated. Old offers stay live. Blog sections stop updating. Google Business Profile timings are wrong. Phone numbers change but websites do not change.
This was already a problem! AI Search agents may make this problem more serious.
If search becomes more dynamic and task-oriented, businesses must keep their digital information fresh.
Freshness will mean keeping important business information accurate and useful.
SEO strategy must connect content with conversion
Google says appearances in AI features are included in Search Console’s Web search type, and website owners can also track conversions and time spent on site through tools such as Google Analytics.
Google also says clicks from search result pages with AI Overviews can be higher quality, meaning users may spend more time on the site.
This is an important point for business owners.
In AI Search, fewer but better clicks may matter more than raw traffic.
If AI Overviews answer some basic questions on Google itself, users who click may come with stronger intent. They may already understand the basics. They may want deeper proof, comparison, pricing, location or action.
So the website must convert.
Your SEO strategy should measure:
– Which pages bring qualified enquiries?
– Which topics assist conversions?
– Which pages keep users engaged?
– Which CTAs work?
– Which local pages generate calls?
– Which product pages generate leads?
– Which FAQs reduce hesitation?
– Which blogs bring users closer to a service page?
At iVIPANAN, we have always pushed this thinking. SEO cannot remain a ranking report. It must connect with business outcomes.
SEO strategy must avoid AI content shortcuts
Google’s guidance on generative AI content says website owners should focus on accuracy, quality and relevance, especially when automatically generating content.
Google also says this applies to metadata, structured data and image alt text that can appear in Search results.
This is extremely important now.
Many businesses may react to Google AI Search by mass-publishing AI-generated blogs but that will not create authority.
AI can help with research, structure and speed. But it cannot replace business experience, customer insight, examples, product knowledge, local market understanding and strategic judgement.
If everyone can generate content, only experience, clarity and proof will differentiate a business.
What should businesses change in SEO strategy now
The old SEO question was: Which keywords should we rank for?
The new SEO question should be: Which user journeys should our website become the best answer and action point for?
This one change will improve the entire strategy.
Businesses should now follow these 7 practical steps.
1. Audit your website for AI Search readiness
Start with a simple but serious audit, including questions like,
– Can Google crawl your important pages?
– Are your pages indexed?
– Do your service pages explain enough?
– Do you answer the user’s full intent?
– Does your content sound original?
– Do you use real images and videos?
– Do you have internal links between related pages?
– Does your structured data match visible content?
– Does your Google Business Profile stay updated?
– Does your website guide the user towards enquiry, call, booking or purchase?
Google’s guidance clearly mentions crawlability, internal links, page experience, textual content, high-quality images and videos, structured data matching visible text, Merchant Centre, and Business Profile updates.
This should become the starting checklist.
2. Build intent clusters around every main service or product
Do not create one thin page for one keyword. Create a complete intent cluster.
For each important service or product, identify:
– Main query.
– Commercial questions.
– Comparison questions.
– Local questions.
– Price or cost questions.
– Trust questions.
– Process questions.
– Proof questions.
– Action questions.
Then create or improve content around these areas.
For example, a “digital marketing services” page should connect with SEO, Google Ads, Meta Ads, content marketing, website development, case studies, FAQs, pricing approach, industries served and consultation CTA.
This helps users and Google both.
3. Rewrite pages for clarity before creativity
Many websites try to sound creative but fail to communicate clearly.
AI Search and user needs clarity. Your page should make the topic obvious within the first few seconds.
– Use clear headings.
– Give a direct answer.
– Explain the process.
– Show proof.
– Add FAQs.
– Add local or product details.
– Add conversion paths.
Do not hide key information inside banners or images. Google specifically advises that important content should remain available in textual form.
Good design should support clarity.
4. Make your website multimodal
– Add visual depth to important pages.
– Use original images.
– Use short videos.
– Use explainer graphics.
– Use process diagrams.
– Use product visuals.
– Use team or expert visuals.
– Use location images.
– Use before-after visuals where the industry allows it.
But always support visuals with clear text. Google’s guidance supports using high-quality images and videos along with textual content.
This becomes more important because Google’s AI-powered Search box now supports multiple input types such as text, images, files, videos and Chrome tabs.
5. Strengthen Google Business Profile and local data
Google has announced agentic booking capabilities for local experiences and services, and it has also highlighted keeping Business Profile information updated in its AI features guidance.
So update:
– Business name.
– Category.
– Services.
– Products.
– Photos.
– Timings.
– Phone number.
– Website link.
– Appointment link.
– Reviews.
– FAQs.
– Posts.
– Location details.
– Service area.
6. Make pages action-ready
If Search moves towards agents and bookings, your website must support action.
– Add clear CTAs.
– Make forms simple.
– Keep phone numbers clickable.
– Use WhatsApp where suitable.
– Add appointment booking.
– Show business hours.
– Explain next steps.
– Use service-specific enquiry forms.
– Reduce friction.
A user coming from AI Search may already have stronger intent. Do not make that user struggle to take action.
7. Measure quality of traffic instead of volume
AI Search may change click behaviour. Google says AI feature appearances are included in Search Console’s Web search type, and it recommends combining Search Console and Analytics data to understand performance.
So businesses should track:
– Enquiries.
– Calls.
– WhatsApp clicks.
– Form submissions.
– Appointment bookings.
– Scroll depth.
– Time on page.
– Assisted conversions.
– Service page movement.
– Local page performance.
The future of SEO is not only ranking. It is visibility, trust and action.
The future of SEO is not only ranking. It is visibility, trust and action
How iVIPANAN already follows this approach
We have never treated SEO as a mechanical ranking activity at our agency.
We start with business understanding first.
We study the client’s industry, target audience, local market, product or service strength, sales journey and competition.
We identify what the customer needs to understand before taking action. Then we create a search visibility strategy around that journey.
For SEO projects, we focus on technical SEO, crawlability, page structure, content depth, internal linking, Google Business Profile, visual content, analytics and conversion. We make sure that important information appears clearly in text format. We guide clients to use original images, practical FAQs, service-specific pages and meaningful CTAs.
For SEO retainers, we do not only publish blogs. We update pages, expand topic depth, improve internal links, track Search Console, understand user queries and connect SEO efforts with leads or enquiries.
For local businesses, we connect website pages with Google Business Profile and local intent.
For B2B businesses, we focus on application-led, industry-led and enquiry-led content.
For education, healthcare, manufacturing, restaurant and service brands, we build content around real decision questions.
This is why Google’s new direction does not surprise us.
It confirms what serious SEO practitioners have been saying for years.
Final takeaway
Google’s two updates together give one clear message: Do not chase AI SEO shortcuts.
– Build a stronger website.
– Build deeper content.
– Build better page structure.
– Build fresh local and product data.
– Build real trust.
– Build better visual assets.
– Build action-ready pages.
– Build measurement systems.
AI Search will not reward weak websites just because they use new terminology.
It will reward businesses that help users understand, compare, decide and act.
This is the right time for business owners to review their websites seriously.
Ask yourself:
– Does my website answer the questions my customer actually asks?
– Does my website explain my services clearly?
– Does my website show proof?
– Does my website support local or product discovery?
– Does my website give Google enough structured and textual clarity?
– Does my website help the user take action?
– Does my SEO strategy measure business outcomes?
If the answer is no, then the next SEO strategy should not begin with a keyword list. It should begin with a website and content transformation plan.
SEO now is about becoming useful enough for Google Search, AI Overviews, AI Mode, Search agents and users who want real answers before they take real action.