[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fai-mode-uk-launch":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":350,"breadcrumbs":351,"reading_minutes":164,"category":359,"head":361},"2025-07-29T10:50:34",{"rendered":6},"\n\u003Cp>The announcement of Google’s AI Mode for UK searchers could be a watershed moment for SEO in the UK. Initially available as a “tab on your Search results page,” we will soon see how much appetite British searchers have for this new function.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"992\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fai-mode-uk-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34029\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>For those of us working in SEO, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Faround-the-globe\u002Fgoogle-europe\u002Funited-kingdom\u002Fai-mode-search-uk\u002F\">AI Mode\u003C\u002Fa> presents both a challenge and an opportunity.\u003C\u002Fp>\n\n\n\n\u003Cp>Any big shift in Search presents a challenge, due to the uncertainty of how users will respond and how well reporting will be able to keep up. For all news on Google Search and Algorithm updates, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">check out our monthly blog series\u003C\u002Fa>. We can estimate the impact on our websites and make predictions regarding how to track users’ interactions, but it will take months for us to have certainty. Tool providers will also need to adapt and change with the times, so we won’t necessarily be able to rely on old faithfuls for the services that we have always enjoyed. \u003C\u002Fp>\n\n\n\n\u003Cp>It is possible (likely, even) that AI Mode will reduce organic clicks and further alter user behaviour in Search. However, stakeholders will still (rightly) need to understand the impact and the ROI of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, pressure for growth will remain, and we will need to move quickly to adapt to a changing landscape.\u003C\u002Fp>\n\n\n\n\u003Cp>That being said, the challenge presented by AI Mode doesn’t mean that it is an existential threat to SEO. Instead, those of us working in Search, including marketing stakeholders who have a vested interest in multiple marketing channels, need to look for its opportunities. For example, I have already observed referrals from ChatGPT converting at a higher rate on clients’ websites than traffic from Google, Bing and Direct sources. Perhaps AI Mode will be the same.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1308\" height=\"1218\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fai-mode-uk-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34028\" style=\"width:415px;height:auto\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It will certainly represent a new way to present our content, to reach our customers, and to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F\">bring together different organic channels\u003C\u002Fa>. Google claims that its new feature is designed to be “truly multimodal”, so I expect to see an extension of Google’s multimedia Search results, where social posts, videos and images are common inclusions. We need to consider \u003Cem>all \u003C\u002Fem>of what our businesses have to offer, be that great content, engaging social content, and high-quality media. It presents an opportunity to attract new audiences early in their journeys and present our brands in new ways. It should also encourage us to prioritise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">user experience\u003C\u002Fa> and to align with the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fusing-search-intent-to-shape-a-content-strategy\u002F\">search intent\u003C\u002Fa> behind our target audience’s search patterns.\u003C\u002Fp>\n\n\n\n\u003Cp>While clicks from AI Mode may be lower than traditional search, it will not prevent our brands from being seen, and businesses will ultimately still need to invest at some point due to the mass market reach that Google naturally offers. We need to remember that, whether it’s traditional or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-generative-experience-generative-ai-sge-guide\u002F\">generative search\u003C\u002Fa>, Google is still the market leader in this space. \u003C\u002Fp>\n\n\n\n\u003Cp>Perhaps as a result of this, more top-of-funnel metrics such as Impressions and Share of Search may take centre stage across KPIs and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-cmos-guide-to-ai-metrics-what-kpis-actually-matter\u002F\">AI search metrics\u003C\u002Fa>, providing a broader view of how our multimedia content can drive success. Let’s view AI Mode as an opportunity to engage those potential customers at multiple points in their journey, and get ahead of competitors by embracing the challenge, rather than running from it. \u003C\u002Fp>\n\n\n\n\u003Cp>Time will tell whether AI Mode is good for our businesses or bad, but we guarantee failure if we refuse to engage with Google’s push into generative search. To learn \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to optimise for AI search\u003C\u002Fa> and get ahead of competitors, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out to our team\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],1,[],[13],109,[15,16,17,18,19,20,21,22],"post-34026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":24,"hero":160},[25,122],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Google Search launches AI Mode in the UK: What marketers need to know",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":66},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":58,"link_text":61},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":42,"guid":64,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":65},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":67,"id":67,"title":68,"filename":69,"filesize":51,"url":70,"link":71,"alt":45,"author":72,"description":45,"caption":45,"name":73,"status":74,"uploaded_to":51,"date":75,"modified":76,"menu_order":51,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":84,"thumbnail-width":85,"thumbnail-height":85,"medium":86,"medium-width":87,"medium-height":88,"medium_large":89,"medium_large-width":90,"medium_large-height":91,"large":92,"large-width":93,"large-height":94,"1536x1536":95,"1536x1536-width":96,"1536x1536-height":97,"2048x2048":98,"2048x2048-width":99,"2048x2048-height":100,"post-thumbnail":101,"post-thumbnail-width":102,"post-thumbnail-height":103,"12_col":104,"12_col-width":105,"12_col-height":106,"default_landscape":107,"default_landscape-width":108,"default_landscape-height":82,"default_portrait":109,"default_portrait-width":82,"default_portrait-height":108,"6_col_and_margin_short":110,"6_col_and_margin_short-width":102,"6_col_and_margin_short-height":106,"11_col_and_margin":111,"11_col_and_margin-width":112,"11_col_and_margin-height":106,"9_col_rectangle":113,"9_col_rectangle-width":114,"9_col_rectangle-height":115,"11_col":116,"11_col-width":117,"11_col-height":106,"staff_image_696_600":118,"staff_image_696_600-width":81,"staff_image_696_600-height":82,"rectangular_thumbnail":119,"rectangular_thumbnail-width":120,"rectangular_thumbnail-height":121},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":123,"reduced":27,"top_overlap":124,"bottom_underlap":124,"disable_observer":-1,"heading":125,"cta_text":126,"cta_link":127,"items":128},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[129,142,151],{"type_key":16,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":46},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":134,"image":147,"authors":148,"category":150},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[149],{"name":138,"image":139},{"to":141,"name":46},{"type_key":16,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":134,"image":156,"authors":157,"category":159},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[158],{"name":138,"image":139},{"to":141,"name":46},{"type":161,"style":162,"heading":28,"date":4,"updatedAt":163,"reading_minutes":164,"image":165,"imageAlt":28,"categories":166,"collections":349},"blog-post","light","2026-04-02T15:44:18",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FAI-mode-feature-image.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C0%2C989%2C628&w=1860",[167],{"id":10,"count":168,"description":169,"link":141,"name":46,"slug":49,"taxonomy":170,"parent":51,"meta":171,"acf":172,"head_links":173,"resource_count":174,"yoast_title":175,"yoast_meta":176,"yoast_json_ld":221,"_links":318,"path":141},432,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[177,179,182,185,188,191,194,196,198,200,203,206,209,212,215,218],{"property":178,"content":175},"title",{"property":180,"content":181},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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