1 1. What is query fan-out? When a user enters a search query in AI Mode, Google does not send a single search query to its systems. Instead, it expands the original query into a whole series of related queries. This process is called “query fan-out.” Consider, for example, the question: “What is the best way to travel sustainably with children?” In AI Mode, Google translates this question into several underlying intents, such as: What are sustainable transportation options? What are some kid-friendly travel destinations? How do you plan a sustainable family vacation? What are some tips for traveling with young children? For each of these sub-questions, Google searches for relevant pages and sources. It then combines them into a single, easy-to-understand AI-generated answer.
2 2. Why is query fan-out important for SEO? Because it means your page doesn’t necessarily have to match the original search query exactly. If you’ve established yourself as an authority on a particular topic, there’s a good chance you’ll be mentioned in one of the fan-out search queries and thus still become part of the AI response. Topical authority is therefore more important than ever. If your website: has multiple relevant pages on a particular topic, offers broad and in-depth content within that field, demonstrates consistent quality and structure, … then there’s a good chance that Google will select your site more often in query fan-out. In other words, your website isn’t just evaluated based on a single page, but on the entire thematic ecosystem you’ve built. In short: Topical coverage will actually ensure visibility in AI Mode.
3 3. Context-Aware Responses In addition to fan-out, AI Mode uses contextual interpretation. This means that the answer is based not only on keywords, but also on intent, order, and context. For example, if someone asks about “the best garden plants for shade,” the system also knows that humidity, soil type, and seasonal factors may be relevant. The AI derives these connections from data and is constantly learning.
4 4. Inline Results Integration A notable feature of AI Mode is that the answer is no longer isolated from the rest of the page. You not only get an AI overview, but also direct links to sources, products (via Organic Shopping), FAQs, and follow-up questions. The AI experience is therefore not a replacement for search engine optimization, but an additional layer in which multiple content formats (such as videos, images, and structured data) work together. The more comprehensive your content is, the more often you can participate in this experience.
5 5. Assessment of Reliability and Source Consistency Google also mentions in its technical documentation that sources are weighted based on reliability, E-E-A-T, and consistency over time. This means it’s not just about “what you write,” but also whether your content aligns with what you communicate elsewhere (on your site or on other platforms). Branding, tone of voice, and author profiling are playing an increasingly important role in this.
6 6. Personalized AI results using user embeddings AI Mode personalizes responses not only based on the current session, but also based on a broader, long-term representation of the user. To do this, Google uses what are known as user embeddings: vectors based on long-term signals such as previous search queries, click behavior, content preferences, device interactions, and behavior across other Google services. This user embedding is injected into the AI model as a latent “user language” during four key phases: Regarding query interpretation: how the intent of the question is understood. For fan-out generation: Which related search queries are generated and taken into account? During passage retrieval: how sources are sorted based on personal relevance. When crafting a response: what format (list, paragraph, video) or tone the answer will take. This personalization takes place without the need to retrain the AI model. A single generative model (such as Gemini) can thus serve billions of users in real time with unique responses. It also ensures consistency across platforms: what a user sees in AI Mode can align with their experience on YouTube, Gmail, or Google Shopping. For marketers, this represents a fundamental shift: relevance is no longer universal. Two people asking the same question may be shown different sources, formats, or answers—based purely on who they are. This makes traditional rank tracking less effective for AI Mode. If you really want to be visible in the future, your content needs to perform across the full spectrum of user profiles. So think about how you add value for different personas and how your brand, content formats, and semantics resonate with various user contexts.
Optimize for entities and semantics Google is increasingly using entities and semantic relationships to organize information. Make sure your content aligns with existing concepts and makes use of structured data and entity-based keywords. Think beyond synonyms: AI understands meanings and relationships.
Build topical authority and depth With query fan-out, Google searches across a broad spectrum of related queries. If your site consistently appears among the results—thanks to a broad and in-depth selection of content—you’ll be picked up more often. So don’t just build a single page on a topic; instead, create a cohesive ecosystem of supporting articles, guides, videos, and visuals.
Focus on featured snippets and AI listings AI Mode reuses a lot of content that’s already included in featured snippets. Make sure to use clear headings, bullet points, and content that’s concise, factual, and contextually strong. Well-structured snippets have an edge in AI-powered results.
Build brand recognition and credibility AI must be able to trust its sources. Brands that are well-known, communicate in a structured manner, and demonstrate consistency in their content (e.g., through author profiles, a reliable structure, and E-E-A-T signals) are more likely to be cited in AI responses.
Make content “AI-readable” and versatile Think in terms of elements: bullet points, tables, images with alt tags, and a semantically clear structure. But also consider content such as videos, FAQs, and images that can be embedded inline in AI interfaces. Optimize not only for SEO, but also for multimodal AI use.