In this special episode of Create Like the Greats, Ross Simmonds explores the monumental changes coming to search, marketing, and SEO in light of Google’s latest announcement at I/O 2025: the launch of AI Mode. Ross delivers a deep dive on the implications of AI-driven, personalized search experiences, task automation, and the end of traditional SEO practices as we know them. Learn how marketers must rethink strategies around intent, trust, authority, and omnichannel presence to stay relevant in a radically transforming digital landscape.
Key Takeaways and Insights:
Google I/O 2025 & The Birth of AI Mode
Google unveils AI Mode, revolutionizing user search experiences
Built on Gemini 2.5 (successor to Bard), enabling conversational, multimodal responses
The End of the Blue Links Era
Traditional SEO (blue link style interface) is being replaced by rich AI responses
Blue links are auto-clicked and content is synthesized into a single, AI-curated reply
Marketers must transition to understanding content context and intent
Rethinking Content Strategy
Intent-based content creation is essential
Importance of publishing across platforms (e.g., guest posts, syndication)
Guest blogging and content distribution regain critical relevance
Agentic Capabilities & Task Automation
Introduction of “agentic booking” via Google’s Project Marino
Users can command Google to complete multi-step tasks like buying tickets or scheduling demos
Implications for eCommerce, lead gen, and B2B automation
New Business Models: Pay-for-Acquisition
Shift from pay-per-click to pay-per-conversion
Google may monetize via completed transactions, not ad clicks
AI as Analyst: Data Visualization + Summarization
AI Mode can generate graphs and compare data on command
Removes need for internal teams to do common research or analysis tasks
SEO Reimagined: Personalized Search Challenges
Search results now depend heavily on user context
Traditional SEO tools and ranking metrics may become obsolete
Marketers may need to develop hyper-targeted, persona-driven strategies
The Rise of Persona-Based Marketing
Importance of thinking in micro-audience segments
Use industry, geography, and function to craft ultra-specific campaigns
Trust, Authority, and Authenticity Matter More Than Ever
Google will reward Authoritativeness and Experience (Double E-E-A-T)
Original research, author bios, backlinks, media mentions, and reviews are crucial
Avoid faking expertise with AI-generated personas/content
Where to Shift Budget and Strategy
Invest in video content
Grow presence on Reddit
Emphasize content distribution and repurposing
Ungate long-form content to enable AI indexing
Resources & Tools:
🔗Google I/O 2025 Announcement
🔗E-E-A-T Guidelines
🔗Distribution.ai
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