Is this different from optimising for AI Overviews?

Yes. Overviews are a summary of a single query; AI Mode is a session. The additional requirement is covering what the user asks next, not only what they asked first.

Do we need a page per follow-up question?

Not usually. Most follow-ups belong as clearly headed sections on an existing page. A separate page is justified when the question has its own genuine search demand.

Should we publish comparison content that shows a weakness?

Yes. Evaluative sessions surface trade-offs regardless, and being the source that states them honestly builds more trust than being absent from that part of the conversation.

How often should this be re-tested?

Quarterly for most businesses, more often in fast-moving categories, since both the experience and your competitors' coverage change.

Google AI Mode

Optimising for Google's AI Mode search experience

AI Mode is Google's conversational search experience, where a question can be followed by refinements in the same session rather than a new search. Optimising for it means covering follow-up intent and comparison detail, not just the opening question.

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The problem

Most pages are built for a single query. In a conversational session the user immediately asks about cost, alternatives, suitability and risks — and if those answers live on other sites, that is where the session continues.

How we approach it

We map realistic follow-up chains for your priority topics and make sure a single page family covers the whole conversation: definition, options, cost factors, trade-offs, suitability and next step.

Business outcomes

Coverage of follow-up as well as opening questions
Content families that hold a whole research session
Comparison and cost detail that keeps you in the conversation
Stronger entity depth across a topic

What's included

Conversation chain mapping

For each priority topic we map the realistic sequence of follow-up questions and check which ones your content currently answers.

Follow-up gap closure

Missing answers — cost drivers, alternatives, risks, suitability, timelines — are added to existing pages or given their own supporting pages.

Comparison and trade-off content

Honest comparison material is produced, including where your approach is not the right fit, because that is what evaluative sessions surface.

Entity depth building

Related concepts, technologies and adjacent services are described and interlinked so the topic reads as genuinely covered.

Internal linking for continuity

Contextual links are placed so the next logical question is one click away on your own site.

Session-level testing

We run multi-turn test conversations and record where your content appears and where it drops out.

What you receive

Conversation chain maps per priority topic
Follow-up content gap analysis
Comparison and cost content plan
Entity coverage map
Internal linking specification
Multi-turn test log

How we work

1
Map conversations
Build realistic multi-turn question chains from sales calls and search data.
2
Audit coverage
Score current content against each turn in the chain.
3
Fill gaps
Produce or extend content to cover the full conversation.
4
Interlink
Connect the family so continuation stays on your site.
5
Test
Run the conversations again and record where you appear.

How we measure it

Coverage score across mapped conversation turns
Appearance across multi-turn test sessions
Depth of engagement across page families
Assisted conversions from research-stage entry points

Honest limitations

AI Mode reporting is minimal, so evaluation depends on sampled testing that will never be statistically complete. The experience is also still changing, so we treat approaches as hypotheses to re-test rather than settled rules.

Frequently asked questions

Is this different from optimising for AI Overviews?: Yes. Overviews are a summary of a single query; AI Mode is a session. The additional requirement is covering what the user asks next, not only what they asked first.
Do we need a page per follow-up question?: Not usually. Most follow-ups belong as clearly headed sections on an existing page. A separate page is justified when the question has its own genuine search demand.
Should we publish comparison content that shows a weakness?: Yes. Evaluative sessions surface trade-offs regardless, and being the source that states them honestly builds more trust than being absent from that part of the conversation.
How often should this be re-tested?: Quarterly for most businesses, more often in fast-moving categories, since both the experience and your competitors' coverage change.

Related services

Let's build your growth system.

Tell us where you are now and what you need to reach. We'll come back with scope, sequencing and what we'd do first.

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