A recent study analyzing Google’s experimental AI Mode has revealed something astonishing for SEO professionals: the same search query can yield completely different results 91% of the time. This shift in how Google selects and presents AI-generated results is not only disruptive—it’s redefining what visibility means in the search ecosystem.
Let’s dive into what this study reveals, why it matters, and how content marketers and SEOs can adapt.
What Is Google AI Mode?
Google’s AI Mode is a search experience that uses generative AI to produce conversational responses, often accompanied by links to source pages. It runs parallel to the standard Google search experience and includes tools like AI Overviews, but the logic behind each can vary.
Unlike traditional search results that rely heavily on ranking signals and domain authority, AI Mode results are dynamic, AI-curated, and often surprising.
Key Findings From the SE Ranking Study
The SE Ranking team analyzed 10,000 keywords to measure consistency across AI Mode responses. Each query was run three times on the same day, and the results were then compared for overlaps in URLs and domains.
Here’s what they found:
91% URL Change Across Repeat Searches
- URL-level overlap was just 9.2%, meaning the same exact URLs rarely appeared in repeat searches.
- In 21.2% of cases, no overlap existed at all across the three sets of responses.
- Even at the domain level, overlap was limited to 14.7%, suggesting that while the same sites may appear, they do so through different URLs or subpages.
Minimal Overlap With Organic Results
- Only 14% of URLs cited by AI Mode matched the top 10 traditional organic search results for the same keywords.
- Domain-level overlap improved slightly to 21.9%, but in 17.9% of cases, there was no match at all.
This shows that AI Mode uses its own logic, selecting sources that traditional ranking systems might not prioritize.
AI Mode vs AI Overviews: What’s the Difference?
Google’s AI Overviews—part of the Search Generative Experience (SGE)—aim to provide instant answers using a blend of generative AI and verified web content. AI Mode, however, goes a step further. It behaves more like a chatbot or assistant, dynamically constructing responses and updating them regularly.
The study found:
- URL overlap between AI Mode and AI Overviews was only 10.7%
- Domain overlap was 16%
This reinforces the idea that the two systems operate independently and are governed by different AI selection models.
What Kind of Sources Does AI Mode Cite?
Even though AI Mode pulls in a wide range of content, some domains appeared frequently across tests.
Most cited sources:
| Domain | Share of Links |
| Google Maps (Profiles) | 5.7% |
| Indeed | 1.8% |
| Wikipedia | 1.6% |
| 1.5% | |
| YouTube | 1.4% |
| NerdWallet | 1.2% |
This indicates a preference for trusted domains and platforms known for user-generated or authoritative content.
Citation Formats:
- Block links: 90.8% (like footnotes or resource cards)
- In-text links: 8.9%
- AIM-style SERP links: 0.3%
Why AI Search Results Are So Inconsistent
There are several likely reasons for this volatility:
- Generative AI Diversity: AI systems are designed to generate responses rather than retrieve the same static content. They prioritize freshness, diversity, and context over traditional rankings.
- Query Context Shifts: Even subtle user changes or session variables can influence what the AI thinks is relevant.
- Exploration Intent: AI may be intentionally tuned to expose users to more perspectives rather than reinforce the same top-ranking sites.
- Entity-Based Matching: AI likely uses entity recognition, where topical relevance trumps keyword density or backlink profiles.
SEO Challenges in the Age of AI Mode
The volatility in AI Mode introduces several challenges:
- Tracking is difficult: You can’t rely on static keyword rankings to assess performance.
- Rankings vary per session: Identical queries may pull different URLs depending on time, location, or prompt context.
- Less predictability: Sites with strong SEO foundations may not appear in AI results, while lesser-known sites might.
SEO Opportunities in AI Mode
While the unpredictability may seem daunting, it also opens new doors:
1. More Opportunities for Non-Top-10 Pages
You don’t have to beat Wikipedia or HubSpot to get featured in AI Mode. If your content is contextually relevant, it may get cited—even without top rankings.
2. Frequent Refresh = More Visibility Windows
AI Mode frequently pulls new pages, meaning fresh content has better chances than in static search.
3. Emphasis on Topical Depth & Authority
Since AI favors entities and trusted voices, building domain-wide topical relevance is crucial.
How SEOs Can Optimize for AI Mode in 2025
Here’s how to get ahead:
1. Focus on Topical Authority
Instead of just keyword-based content, build a cluster of content around key topics. Use semantic SEO strategies, schema markup, and interlinking.
2. Diversify Across Trusted Platforms
Get your content on platforms AI Mode favors: YouTube, Reddit, Medium, Quora, LinkedIn, etc.
3. Leverage Google Properties
Create and optimize:
- Google Maps profiles
- Google Business listings
- YouTube channels
These frequently appear in AI Mode.
4. Create Fresh, Quality Content
AI favors up-to-date and detailed answers. Keep updating high-performing pages and write long-form evergreen content.
5. Monitor AI Search Behavior
Track how your content appears in AI responses. Tools may emerge to help analyze inclusion patterns in AI Mode.
The Future of Search is Generative—and Fluid
With AI Mode, Google is signaling a shift toward dynamic, conversational, and user-centric search. Traditional ranking factors still matter, but they’re no longer the sole gatekeepers of visibility.
This evolution will force SEOs to think beyond blue links and optimize for entity recognition, context, and trust. In many ways, it’s a more democratic system—but also one that requires more agility.
Final Thoughts
The 91% variability in AI Mode search results isn’t a bug—it’s a feature. As search becomes more AI-driven, we must embrace its unpredictability and design content strategies that adapt quickly.
For forward-thinking SEOs and content teams, this is a chance to get ahead of the curve and claim visibility in a search landscape that’s being redefined in real time.
Need Help with Generative Engine Optimization?
If you’re looking to optimize your brand’s content for AI-powered search engines like Google’s AI Mode or AI Overviews, we can help.
👉 Reach out to us at business@serpfactor.com for tailored Generative Engine Optimization (GEO) strategies and consultation.