The ways people research, compare, and decide are shifting rapidly—driven by AI, multimodal interfaces, and a move from keyword-driven results to intent-driven experiences. At Fluro, we’re not just observing this shift. We’re building strategies that help our clients lead it.
This is a breakdown of what’s changing across the search landscape, and how we’re actively evolving your visibility strategy—across SEO, paid search, and content—to ensure you’re showing up in the moments that matter most.
Thanks to developments like AI Overviews, AI Mode, Circle to Search and Google Lens, people aren’t just typing keywords anymore—they’re asking questions, using images, and expecting context-aware answers in seconds.
Why this matters:
Search is no longer linear. Your visibility now depends on how well your brand is structured, explained, and positioned to be surfaced—without needing to be clicked.
The line between organic and paid visibility is blurring. Google is now placing ads directly inside AI-generated answers—not just alongside them. This means search ads can show up inside conversational summaries, while organic visibility is shaped by content structure and context, not just rankings.
What we’re doing about it:
To surface in the new search experience—whether organically or through ad inventory—your content needs to be:
We’re already applying these updates across your sites and campaigns to ensure your content can be interpreted and elevated by AI systems like Gemini, SGE and Copilot.
Reference: Google’s SEO Guidance for AI Search (May 2025)
Why we’re prioritising these:
We’re actively transitioning appropriate campaigns to AI-native structures to unlock more scale, visibility, and efficiency.
In a world of zero-click results, impressions and raw traffic are only part of the picture. We’re evolving how we define success across both paid and organic channels.
You’ll see us increasingly focus on:
This shift ensures your budget and strategy are tied to results—not just rankings or CPC.
This isn’t a theoretical future—it’s happening right now. And we’re already working behind the scenes to:
If you're working with Fluro, you're already in motion. You're already ahead of the curve.
This next evolution isn’t just about Google. It’s about how people discover products, evaluate services, and decide where to invest their time and money.
At Fluro, we’re building strategies that treat search not as a channel—but as the most important signal in the digital consumer journey. And we’re building visibility strategies that work together—content, creative, structured data, paid search and analytics—so you can dominate where it counts.
Let us know if you’d like a walkthrough of what this means for your specific campaigns. We’re across it.
