What a Recent Study of AI Mode Citations Means for The Future of Search

A recent study from Moz analyzed AI Mode citations to better understand how AI Mode cites pages in search results.

There were a couple of big findings from the study:

• 88% of AI Mode citations are not ranking in the organic SERPs for the exact match query
• 10% of citations come from Wikipedia, YouTube, Facebook, or Reddit
• 96% of responses include 10 or more citations

So, what does this new data mean for getting citations in AI Mode?

Let me break it down.

Is this new data revolutionary?

Not really. Google’s AI Mode responses (like most LLMs) are comprehensive and detailed.

You ask it why sourdough is trending, and it’ll answer that question, plus the questions you’re most likely to ask next, like what kinds of sourdough people make (this is the result of the query fan out method, which Moz calls out). It makes sense that AI Mode’s citations would include URLs that don’t rank in the Top 10 for the initial question because they either:

1. Add a specific detail to the response
2. Are targeted to the later questions that came about from the query fan outs

That’s why the hub-and-spoke model is so popular in content marketing and SEO. It’s also why we measure AI search performance differently.

Citations, like what Moz measured in its study, are one metric we look at. But, we also look at brand mentions, whether it’s the brand’s name or the brand’s work (like a framework, concept, or unique service) being mentioned in the LLM response. A company that sells its products through distributors doesn’t care about its website being linked to — it cares about its brand being mentioned.

So, if anything, this data just confirms what we already know about how LLMs operate and deliver information to users.

How does this study impact the way we approach SEO or content strategy?

The findings from this study on AI Mode citations call for a time of reflection. You really need to look at your current strategy and analyze whether you’re setting yourself up for success with how LLMs, like AI Mode, operate.

Here’s what you need to think about:

1. Are you currently using a hub-and-spoke approach (or content clustering) when covering content? Basically, you want to ensure you’re covering your main topics and sub-topics to have full coverage on it. It ensures that when LLMs, like AI Mode, fan-out, you have a better chance of getting pulled and cited.
2. Is your site’s content structured for better “chunking?” Using headings and providing direct and concise answers can help increase your chances of appearing in AI Mode citations.
3. Is your brand present and active on social media? Moz’s study found that Facebook (#3), Instagram (#5), and LinkedIn (#6) are in the top 10 of cited domains. If you don’t have a presence on at least one of these top platforms, you’re missing citation opportunities.
4. What are you doing to generate reviews online? Reviews are a signal of trust. If you don’t have a review generation strategy in place, you’re missing a prime opportunity to build confidence with LLMs (and your audience).
5. How does your brand interact with users (if at all) on frequently-cited platforms? Reddit, for example, is a platform that’s frequently referenced and cited, yet many brands don’t engage on it. You’ll want to consider your presence on frequently cited platforms and address how you can boost your presence.
6. Do you have an active YouTube channel? YouTube is frequently pulled in both AI Overviews and AI Mode. If you don’t have a video strategy in place, you’ll want to consider starting to build one on YouTube.

Overall, what we’re seeing is an expansion where search visibility isn’t limited to a brand’s website. It’s expanded to a brand’s entire online presence. And that demands an omnichannel approach to search visibility — or what we call, OmniSEO.

What does it take to appear in AI Mode citations

Long-term, I think it’ll take  integrated digital marketing strategy, one that’s as connected with users as Google’s own ecosystem (search, email, browser, workspace) to appear in AI Mode. You’ll need to be the emails people read, the websites they visit, and the brand they interact with to appear in AI Mode, which will become more tailored to users based on the data Google already has access to, like:

• Email (Gmail)
• Browser (Chrome)
• Apps (Android)
• Videos (YouTube)
• Documents (Docs, Sheets)
• Location, like places visited and reviewed (Maps)

And all that starts with building a discoverable brand, which happens through:

• Social media
• Search optimization (both generative and traditional)
• Review management
• Email marketing
• Paid advertising
• Video marketing

Then, on top of that, you need to have that hub-and-spoke approach to content and follow generative engine optimization (GEO) best practices to really increase your chances.

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