AI Writing Fingerprints: How To Spot (& Fix) AI-Generated Content via @sejournal, @MattGSouthern

New research shows that ChatGPT, Claude, and other AI systems leave distinctive “fingerprints” in their writing.

Here’s how you can use this knowledge to identify AI content and improve your AI-assisted output.

The AI Fingerprint: What You Need to Know

Researchers have discovered that different AI writing systems produce text with unique, identifiable patterns.

Analyzing these patterns, researchers achieved 97.1% accuracy in determining which AI wrote a particular piece of content.

The study (PDF link) reads:

“We find that a classifier based upon simple fine-tuning text embedding models on LLM outputs is able to achieve remarkably high accuracy on this task. This indicates the clear presence of idiosyncrasies in LLMs.”

This matters for two reasons:

  • For readers: As the web becomes increasingly saturated with AI-generated content, knowing how to spot it helps you evaluate information sources.
  • For writers: Understanding these patterns can help you better edit AI-generated drafts to sound more human and authentic.

How To Spot AI-Generated Content By Model

Each major AI system has specific writing habits that give it away.

The researchers discovered these patterns remain even in rewritten content:

“These patterns persist even when the texts are rewritten, translated, or summarized by an external LLM, suggesting that they are also encoded in the semantic content.”

1. ChatGPT

Characteristic Phrases

  • Frequently uses transition words like “certainly,” “such as,” and “overall.”
  • Sometimes begins answers with phrases like “Below is…” or “Sure!”
  • Periodically employs qualifiers (e.g., “typically,” “various,” “in-depth”).

Formatting Habits

  • Utilizes bold or italic styling, bullet points, and headings for clarity.
  • Often includes explicit step-by-step or enumerated lists to organize information.

Semantic/Stylistic Tendencies

  • Provides more detailed, explanatory, and context-rich answers.
  • Prefers a somewhat formal, “helpful explainer” tone, often giving thorough background details.

2. Claude

Characteristic Phrases

  • Uses language like “according to the text,” “based on,” or “here is a summary.”
  • Tends to include shorter transitions: “while,” “both,” “the text.”

Formatting Habits

  • Relies on simple bullet points or minimal lists rather than elaborate markdown.
  • Often includes direct references back to the prompt or text snippet.

Semantic/Stylistic Tendencies

  • Offers concise and direct explanations, focusing on the key point rather than lengthy detail.
  • Adopts a practical, succinct voice, prioritizing clarity over elaboration.

3. Grok

Characteristic Phrases

  • May use words like “remember,” “might,” “but also,” or “helps in.”
  • Occasionally starts with “which” or “where,” creating direct statements.

Formatting Habits

  • Uses headings or enumerations but may do so sparingly.
  • Less likely to embed rich markdown elements compared to ChatGPT.

Semantic/Stylistic Tendencies

  • Often thorough in explanations but uses a more “functional” style, mixing direct instructions with reminders.
  • Doesn’t rely heavily on nuance phrases like “certainly” or “overall,” but rather more factual connectors.

4. Gemini

Characteristic Phrases

  • Known to use “below,” “example,” “for instance,” sometimes joined with “in summary.”
  • Might employ exclamation prompts like “certainly! below.”

Formatting Habits

  • Integrates short markdown-like structures, such as bullet points and occasional headers.
  • Occasionally highlights key instructions in enumerated lists.

Semantic/Stylistic Tendencies

  • Balances concise summaries with moderately detailed explanations.
  • Prefers a clear, instructional tone, sometimes with direct language like “here is how…”

5. DeepSeek

Characteristic Phrases

  • Uses words like “crucial,” “key improvements,” “here’s a breakdown,” “essentially,” “etc.”
  • Sometimes includes transitional phrases like “at the same time” or “also.”

Formatting Habits

  • Frequently employs enumerations and bullet points for organization.
  • May have inline emphasis (e.g., “key improvements”) but not always.

Semantic/Stylistic Tendencies

  • Generally thorough responses that highlight the main takeaways or “breakdowns.”
  • Maintains a relatively explanatory style but can be more succinct than ChatGPT.

6. Llama (Instruct Version)

Characteristic Phrases

  • “Including,” “such as,” “explanation the,” “the following,” which signal examples or expansions.
  • Sometimes references step-by-step guides or “how-tos” within text.

Formatting Habits

  • Levels of markdown usage vary; often places important points in numbered lists or bullet points.
  • Can include simple headers (e.g., “## Topic”) but less likely to use intricate formatting than ChatGPT.

Semantic/Stylistic Tendencies

  • Maintains a somewhat formal, academic tone but can shift to more conversational for instructions.
  • Sometimes offers deeper analysis or context (like definitions or background) embedded in the response.

7. Gemma (Instruct Version)

Characteristic Phrases

  • Phrases like “let me,” “know if,” or “remember” often appear.
  • Tends to include “below is,” “specific,” or “detailed” within clarifications.

Formatting Habits

  • Similar to Llama, frequently uses bullet points, enumerations, and occasionally bold headings.
  • May incorporate transitions (e.g., “## Key Points”) to segment content.

Semantic/Stylistic Tendencies

  • Blends direct instructions with explanatory detail.
  • Often partial to a more narrative approach, referencing how or why a task is done.

8. Qwen (Instruct Version)

Characteristic Phrases

  • Includes “certainly,” “in summary,” or “title” for headings.
  • May appear with transitions like “comprehensive,” “based,” or “example use.”

Formatting Habits

  • Uses lists (sometimes nested) for clarity.
  • Periodically includes short code blocks or snippet-like formatting for technical explanations.

Semantic/Stylistic Tendencies

  • Detailed, with emphasis on step-by-step instructions or bullet-labeled points.
  • Paraphrase-friendly structure, meaning it can rephrase or re-organize content extensively if prompted.

9. Mistral (Instruct Version)

Characteristic Phrases

  • Words like “creating,” “absolutely,” “subject,” or “yes” can appear early in responses.
  • Tends to rely on direct verbs for commands (e.g., “try,” “build,” “test”).

Formatting Habits

  • Usually applies straightforward bullet points without heavy markdown.
  • Occasionally includes headings but often keeps the structure minimal.

Semantic/Stylistic Tendencies

  • Prefers concise, direct instructions or overviews.
  • Focuses on brevity while still aiming to be thorough, giving core details in an organized manner.

How to Make AI-Generated Content More Human

The study revealed that word choice is a primary identifier of AI-generated text:

“After randomly shuffling words in the LLM-generated responses, we observe a minimal decline in classification accuracy. This suggests that a substantial portion of distinctive features is encoded in the word-level distribution.”

If you’re using AI writing tools, here are practical steps to reduce these telltale patterns:

  • Vary your beginnings: The research found that first words are highly predictable in AI content. Edit opening sentences to avoid typical AI starters.
  • Replace characteristic phrases: Watch for and replace model-specific phrases mentioned above.
  • Adjust formatting patterns: Each AI has distinct formatting preferences. Modify these to break recognizable patterns.
  • Restructure content: AI tends to follow predictable organization. Rearrange sections to create a more unique flow.
  • Add personal elements: Incorporate your own experiences, opinions, and industry-specific insights that an AI couldn’t generate.

Top Takeaway

While this research focuses on distinguishing different AI models, it also demonstrates how AI-generated text differs from human writing.

As search engines improve their ability to spot AI content, heavily templated AI writing may lose value.

By understanding how to identify AI text, you can create content that rises above the average chatbot output, appealing to both readers and search engines.

Combining AI’s efficiency with human creativity and expertise is the best approach.

Featured Image: Pixel-Shot/Shutterstock

Google’s Martin Splitt Warns Against Redirecting 404s To Homepage via @sejournal, @MattGSouthern

Google has released a new episode in its “SEO Office Hours Shorts” video series, in which Developer Advocate Martin Splitt addresses a question many website owners face: Should all 404 error pages be redirected to the homepage?

The Clear Answer: Don’t Do It

In the latest installment of the condensed Q&A format, Splitt responds to a question from a user named Chris about whether “redirecting all 404 pages to the homepage with 301 redirects can have a negative impact on rankings or overall website performance in search.”

Splitt’s response was unambiguous: “Yes, and also it annoys me as a user.”

Why 404s Serve A Purpose

404 error pages signal to users and search engine crawlers that a URL is broken or nonexistent. This transparency helps people understand what they’re dealing with rather than being unexpectedly redirected to an unrelated page.

Splitt explained:

“A 404 is a very clear signal this link is wrong and broken or this URL no longer exists because maybe the product doesn’t exist or something has changed.”

Impact on Search Crawlers

Splitt says blanket redirects to the homepage can disrupt search engine crawlers’ efficiency.

When crawlers encounter a legitimate 404, they recognize that the content no longer exists and can move on to other URLs. However, redirecting them to the homepage creates a confusing loop.

Splitt noted:

“For a crawler, they go like homepage and then click through or basically crawl through your website, finding content, and eventually they might run into a URL that doesn’t exist.

But if you redirect, they’re kind of like being redirected, and then it all starts over again.”

Best Practices for Handling Missing Content

Splitt offered clear guidance on proper redirects:

  1. If content has moved to a new location, use a redirect to that specific new URL
  2. If content is truly gone, maintain the 404 status code
  3. Don’t redirect to the homepage or what you think is the “closest” match

Splitt emphasized:

“If it moved somewhere else, use a redirect. If it’s gone, don’t redirect me to the homepage.”

This latest guidance aligns with Google’s longstanding recommendation to maintain accurate HTTP status codes to help users and search engines understand your site structure.

New Format

The SEO Office Hours Shorts format is a new approach from Google’s Search Relations team.

The original format was a live show where anyone could call in and get their questions answered in real time.

This format then transitioned to recorded sessions where Google personnel responded to a selection of pre-approved questions.

Now, SEO Office Hours is presented as short videos. If you prefer one of the previous formats, Splitt encourages feedback in the comments section of the video below:


Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, March 2025.

Google Discontinues Controversial “Page Annotations” On iOS via @sejournal, @MattGSouthern

Google has discontinued its Page Annotations feature in the iOS app, which automatically added search links to webpages.

The feature was introduced late last year and converted certain website text into Google Search links without publisher consent.

Recent updates confirm that it’s no longer supported.

Short-Lived & Controversial

The Page Annotations feature was first announced in November and attracted attention for its potential to divert traffic away from websites.

This feature automatically converted on-page text into tappable links that directed visitors to Google Search results.

Unlike similar features in Google’s ecosystem, Page Annotations used an opt-out model, meaning publishers didn’t need to opt in.

If you didn’t want Google to insert links into your content, you had to submit an opt-out form, and the changes would take effect within 30 days.

Silent Removal

Google has removed all mentions of the Page Annotations feature from its official documentation on “Control what you share with Google.”

The updated text outlines various methods for publishers to control their content’s appearance in search results but does not mention the now-discontinued feature.

Additionally, the annoucement thread on Google’s community forums has been removed.

An archived version of the announcement remains available. See it in the screenshot below:

Screenshot from: web.archive.org, March 2025.

Why the Reversal?

While Google hasn’t publicly stated reasons for discontinuing Page Annotations, the feature’s introduction came at a sensitive time for the company, which has been facing increased scrutiny over its search and advertising practices.

The feature raised concerns about Google’s relationship with publishers. By inserting its links into others’ content without explicit permission, Google influenced how people interacted with websites within its app.

Why This Matters

Google’s quick discontinuation of Page Annotations suggests it may be reevaluating its publisher relationships due to ongoing antitrust concerns.

Publishers no longer need to worry about Google adding links to their content in the iOS app.


Featured Image: Below The Sky/Shutterstock

Google CTR Study: AI Overviews Rise As Click Rates Decline via @sejournal, @MattGSouthern

A new study on Google search behavior examines changes in clickthrough rates across industries. The data correlates with increased AI Overviews (AIOs) in Google’s search results.

Research from Advanced Web Ranking (AWR) reveals that AIOs appeared in 42.51% of search results in Q4, up 8.83 percentage points from the previous quarter.

With this increase, clickthrough rates for informational queries dropped significantly.

Websites in the top four positions for searches using terms like what, when, where, and how saw a combined decrease of 7.31 percentage points in desktop clickthrough rates.

Study author Dan Popa states:

“This surge in AI Overviews may be impacting clickthrough rates for organic listings, as informational content is increasingly getting overrun by these AI-generated summaries.”

Here’s more about the study and what the findings mean for your website.

Industry CTR Gap

The study reveals SEO success is becoming increasingly industry-dependent.

For example, law and politics sites recorded a 38.45% CTR in position one, while science sites get 19.06% for the same ranking. That gap nearly tripled in a single quarter.

CTR shifts were observed in the following sectors:

  • Law & Politics: Recorded Q4’s highest position-specific increase with a 7.39 percentage point CTR gain for top desktop positions, alongside 68.66% higher search demand.
  • Science: Recorded Q4’s largest CTR decline with top desktop positions dropping 6.03 percentage points, while experiencing a 37.63% decrease in search demand.
  • Careers: Despite search demand more than tripling (+334.36%), top three desktop positions lost a combined 4.34 percentage points in CTR.
  • Shopping: The holiday season brought a 142.88% surge in search demand, yet top-ranked sites saw CTR declines of 1.39 and 1.96 percentage points on desktop and mobile, respectively.
  • Education: Mixed bag with top positions gaining nearly 6% in CTR while positions 2-3 declined, all during a traffic increase.

Only the business and style and fashion sectors saw increased search demand and improved CTRs, making them rare bright spots in a challenging market.

Desktop vs. Mobile

The report also looks at behavior patterns between devices.

While desktop CTR for informational queries declined, mobile showed opposing trends, with top-ranked sites gaining 1.81 percentage points.

Similar device-specific shifts appeared across multiple industries. For example, arts and entertainment websites saw a 1.01 percentage point drop in desktop CTR but a 2.28 percentage point mobile gain for position one.

Query length also influenced click behavior differently across devices.

Long-tail queries (four or more keywords) experienced CTR declines on desktop for positions 2-3. In contrast, single-word queries gained nearly two percentage points in CTR on mobile for top positions.

Why This Study Matters

These findings demonstrate that ranking #1 doesn’t guarantee the same traffic it once did. Your industry, query type, and SERP features (especially AI Overviews) all impact click potential.

AWR suggests tracking pixel depth (how far users must scroll to see your listing) alongside rankings for more accurate traffic forecasting.

It’s important to account for these widening performance gaps, particularly for informational content competing with Google’s AIOs.

Study Methodology

Advanced Web Ranking’s research compared CTR averages from Q4 2024 to Q3 2024. It included data from markets like the US and UK, linking CTR shifts with industry search demand.

Using AWR’s free AIO tool, the study found an 8.83 percentage point rise in AI Overview presence. Queries were categorized by intent, length, and 21 industry verticals to identify user behavior patterns.

For more, read the full study.


Featured Image: jack_the_sparrow/Shutterstock

WordPress’s Next Phase: Mullenweg Shares What’s Ahead via @sejournal, @martinibuster

In a recent podcast interview, Matt Mullenweg shared his informal plans for ensuring the future of WordPress. He outlined several areas where WordPress is taking advantage of technological changes, including security, AI integration, and reducing technical debt. He also addressed the long-term future of WordPress leadership, emphasizing the importance of decisive vision.

Mullenweg outlined four ways WordPress is improving in the near future:

  1. Plugins and themes will become more secure.
  2. The suitability of AI integration with WordPress ensures its continued relevance.
  3. WordPress is addressing technical debt.
  4. Governance and succession planning will help maintain WordPress’s strength.

WordPress Will Become More Secure

One of WordPress’s strengths is the third-party themes and plugins that enable publishers to create exactly the kind of website they need. It’s also a shortcoming because the vast majority of vulnerabilities discovered in WordPress stem from coding flaws in plugins and themes, as well as user failure to keep third-party software updated.

Mullenweg mentions current security measures like bug bounties, which are payments made to individuals who discover and responsibly disclose vulnerabilities. The implication of his answer is that relying on humans to find vulnerabilities isn’t enough because the scale of the problem exceeds human capabilities.

He anticipates plugin and theme vulnerabilities becoming less problematic due to new AI code-scanning capabilities that can analyze millions of lines of code to identify patterns consistent with common flaws that lead to vulnerabilities.

Mullenweg shared his thoughts:

“… many of these plugins and themes don’t have the same sort of robust security and review process that core has. So that’s where when you hear about security issues with WordPress, it’s very rarely in core, anymore. We haven’t had a remote exploit in like… I think five years, six years something.

But in the plugins it can be somewhat more frequent. And so one thing I’m very, very excited about, the next year or two, is actually more automated scanning. Because obviously that code base is so many tens of millions, maybe over a hundred million lines of code at this point. It’s impossible for humans to review that.

So we kind of rely on developers to to review that and manage. And of course we have like bug bounties and everything so that when things are reported we fix it quickly.

But I can’t wait for more automated scanning there, and I think that could vastly upgrade the security of open source.”

AI-Powered Website Building

Another development Matt sees for WordPress is further integration of AI into WordPress so that it becomes an engine that an AI uses to develop websites for users. Matt acknowledges that this is already happening and he’s right. Some web hosts are already leveraging AI to assist users in building websites through a chatbot interface.

He explains that writing the code is a strength of AI but that maintaining the code base is a problem that WordPress solves. Software like WordPress currently rely on PHP and other technologies to power those websites and make them interactive but they are constantly improving which means that the software that runs on those technologies must also be maintained. Mullenweg explains that AI can build on top of those technologies as engines that power what they create, building on top of them without having to worry about maintaining the underlying technology that makes them work.

He said that this scenario of building on top of open source is more powerful than leveraging a closed source system. What’s implied in what he said, and went unspoken, is that open source projects like WordPress are not threatened by AI but rather they stand to benefit greatly from it. Thus, Matt foresees that WordPress has a strong future as AI technology progresses.

Matt explained:

“The other thing that’s really exciting is that right now, you see people building apps and stuff and it’s custom generated code. But I think the next generation of these models… as everyone knows, just writing the code is one part of it. It’s maintaining it that really becomes the life cycle of it.

And I think that if, and they’re starting to do that, is when the open source model, you say, build me a website, it actually installs WordPress and builds on top of that and customizes on top of that. Then you get for free, that core engine that’s always being edited and updated and getting passkey support, whatever the new things are, sort of continuously, and the new custom stuff can be on top of that. Which I think is a lot more powerful than sort of building something proprietary or custom from the ground up.”

Technical Debt Needs To Be Addressed

At this point, Lenny observes how everything you acquire carries the burden of having to maintain it, saying that they all have that hidden cost. Mullenweg agreed, saying that WordPress has a similar thing called technical debt which is an issue that WordPress is addressing in order to improve it. Technical debt is a reference to the accumulated burden of outdated code, complexity and development decisions that make future changes more difficult.

Mullenweg said:

“Well, that’s why I think technical debt is one of the most interesting concepts. You know, there’s so many companies …that maybe have like big market caps. But I feel like they might have billions or tens of billions of dollars of technical debt. …how their products interface with themselves.

And I think about that a lot in our own company. We definitely have some products, …we have some variable quality around some of our things right now. …There are parts of WordPress and WordPress.com that we’re a little embarrassed and ashamed of… we kind of have to…. we have a really large surface area that we cover with relatively few people. So there are some parts that we haven’t looked at in a little while that we need to get around to.

And it’s our big focus for us this year, is actually going back to basics, back to core. And improving all of those nooks and crannies… and also ruthlessly editing and and cutting as much as possible. Because we’ve just launched a lot of stuff over the past 21 years that isn’t as relevant today or doesn’t need to be there.”

Governance and Leadership

Mullenweg also debunked the idea of WordPress as an entity that’s led by a single person and shared his vision for how WordPress will be governed in the future. He said that WordPress is a true community where most of the decisions are made by committees formed by core contributors. He also affirmed that he believes that for WordPress to succeed it must have a strong leader who serves as the final decision-maker and that this doesn’t make it weaker, it makes it stronger.

On the points of project leadership and succession he shared:

“If you look at the daily commits and activity and everything, it is run by the community. So it’s hundreds of volunteers everyday that are actually doing the day-to-day work and making the data decisions, everything happens.

…There has been a radical delegation. However, there’s ultimately a hierarchy, and I’m kind of… I’m like a final, final decision-maker.

And you know, I definitely think about succession planning, everything like that, but if for when I’m gone, I don’t want to pass it to a committee, I want to pass it to someone else who could have a role somewhere to mine and really sort of try to be a steward.”

Takeaways

WordPress Security

Matt Mullenweg discussed three plans for improving WordPress in the near future, acknowledging that plugins and themes remain the biggest security risks for WordPress but that advancements in AI technology will enable greater mitigation of those issues.

WordPress Set To Remain The Market Leader

He also said that WordPress is ideally suited for becoming the engine that powers website development in the future, an advantage over closed source systems in that companies will be able to develop layers of AI-powered functionality and conveniences on top of the free WordPress open source CMS.

Addressing Technical Debt

Mullenweg acknowledged that WordPress has many years of technical debt to address and that WordPress is prioritizing the reduction of outdated code and complexity this year.

His statements confirm that WordPress’s long-term stability and viability are assured by technological advancements, adaptability and greater focus on code efficiency.

WordPress Leadership

Lastly, he addressed WordPress governance, insisting that it is led by the community because the overwhelming majority of decisions are made by individual contributors, and that his role is more along the lines of a final decision-maker. He argued that the best software is created through a combination of committees and strong leadership that oversees the long-term direction of the project. Interestingly, he also said that the community serves as a system of checks and balances because contributors are always free to leave and fork their own version of the project.

Watch the interview here:

Matt Mullenweg on the future of open source and why he’s taking a stand

Featured image is a screenshot from the interview.

Google Updates Robots Meta Tag Document To Include AI Mode via @sejournal, @MattGSouthern

Google has updated its Search Central documentation to include details about AI Mode in its robots meta tag specifications.

This update coincides with the rollout of AI Mode via Google Labs.

Document Updates For AI Mode

The updated document now specifies that you can control the appearance of your content in Google’s AI-powered features, including AI Overviews and the new AI Mode.

Key additions to the document include:

Nosnippet rule expansion
The nosnippet directive “applies to all forms of search results (at Google: web search, Google Images, Discover, AI Overviews, AI Mode) and will also prevent the content from being used as a direct input for AI Overviews and AI Mode.”

Max-snippet controls
The max-snippet rule specifies that limitations apply to “all forms of search results (such as Google web search, Google Images, Discover, Assistant, AI Overviews, AI Mode) and will also limit how much of the content may be used as a direct input for AI Overviews and AI Mode.”

What Is AI Mode?

AI Mode is an experimental feature initially available to Google One AI Premium subscribers. It leverages a custom version of Gemini 2.0 to deliver a search experience fully powered by AI.

The feature employs a “query fan-out” technique that issues multiple related searches across subtopics and data sources before synthesizing a comprehensive response.

Google highlights the following advantages of AI Mode over standard AI Overviews:

  • Handles complex, multi-part questions that might otherwise require multiple searches
  • Supports follow-up questions for continued conversations
  • Synthesizes information from multiple data sources simultaneously
  • Provides multimodal interaction capabilities through voice, text, or images

What This Means For Your Website

Publishers rely on website traffic to generate revenue through ads, subscriptions, or conversions. However, people may be less inclined to visit the original site when AI features summarize the content.

To counter this, you can use the “nosnippet” tag to block content from AI responses or use “max-snippet:[number]” to limit the amount of text displayed, motivating searchers to visit the site for complete information.

Looking Ahead

The robots meta tag controls offer ways to manage content in traditional search results and AI experiences.

Google’s cautious rollout of AI Mode shows that the company is aware of publishers’ concerns about content use in generative AI applications.

This update reflects Google’s effort to balance new features with publishers’ control over their content.


Featured Image Credit: Google. 

Google Upgrades AI Overviews With Gemini 2.0, Launches AI Mode via @sejournal, @MattGSouthern

Google announced an expansion of its AI-powered search features, enhancing AI Overviews with Gemini 2.0 and introducing a new experimental “AI Mode.”

AI Overviews With Gemini 2.0

Google has upgraded its AI Overviews with Gemini 2.0 in the United States.

Users should see performance improvements for coding, advanced mathematics, and multimodal searches.

Google says it’s increasing the frequency of AI Overview appearances for these query types while making them faster and higher quality.

Additionally, Google is removing the sign-in requirement for AI Overviews, which could significantly increase their frequency.

Google’s announcement reads:

“Today, we’re sharing that we’ve launched Gemini 2.0 for AI Overviews in the U.S. to help with harder questions, starting with coding, advanced math and multimodal queries, with more on the way. With Gemini 2.0’s advanced capabilities, we provide faster and higher quality responses and show AI Overviews more often for these types of queries.

Plus, we’re rolling out to more people: teens can now use AI Overviews, and you’ll no longer need to sign in to get access.”

Launching Experimental “AI Mode”

Google is introducing “AI Mode,” an experimental feature initially available to Google One AI Premium subscribers through Google’s Labs program.

You can now pay to have more AI in your search results, which is worth emphasizing, given the vocal segment of users who want to turn off AI features.

This opt-in experience is designed for what Google calls “power users” who want AI-powered responses for a broader range of search queries.

AI Mode leverages a custom version of Gemini 2.0 with advanced reasoning capabilities to handle complex, multi-part questions that might otherwise require multiple searches.

The new feature allows you to:

  • Ask follow-up questions to continue conversations
  • Receive information drawn from multiple data sources simultaneously
  • Interact using voice, text, or images through multimodal capabilities

Here’s an example of how it looks on mobile and desktop:

Screenshot from: Google, March 2025.
Screenshot from: Google, March 2025.

How AI Mode Works

Google says AI mode is an upgrade over AI overviews:

“This new Search mode expands what AI Overviews can do with more advanced reasoning, thinking and multimodal capabilities so you can get help with even your toughest questions. You can ask anything on your mind and get a helpful AI-powered response with the ability to go further with follow-up questions and helpful web links.”

Google explained that AI Mode employs a “query fan-out” technique.

This works by issuing multiple related searches concurrently across subtopics and data sources. It then synthesizes the information into a comprehensive response.

The technology draws on Google’s Knowledge Graph, real-world information, and product data. Similar to AI overviews, it links to sources.

You can access AI Mode through multiple entry points: the AI Mode tab below the search bar on Google.com, directly at google.com/aimode, or via the AI Mode icon in the Google app.

The dedicated tab will look similar to the example below:

Screenshot from: Google, March 2025.

Quality Safeguards & Limitations

Google acknowledges that, as with any early-stage AI product, AI Mode “won’t always get it right.”

The company detailed several built-in safeguards, including:

  • Integration with core Search ranking and safety systems
  • Novel approaches using the model’s reasoning capabilities to improve factuality
  • Defaulting to standard web search results when confidence in AI-generated responses is low
  • Protection against hallucinations, opinionated responses, and misleading content

The company noted that AI Mode is mainly designed to handle queries requiring exploration, reasoning, or comparisons. However, it may default to traditional search results for current events or when up-to-the-minute accuracy is critical.

Looking Ahead

These updates affirm Google’s continued investment in AI-powered search experiences, which could further impact how people discover and interact with web content.

The company’s measured rollout of AI mode suggests it’s being cautious with this experimental feature.

It remains to be seen whether it will eventually roll out to paid users. Locking the AI mode behind a paywall may indicate that it’s expensive for Google to deploy.

Google is already working on enhancements, it says. Updates to AI mode may include more visual responses, richer formatting, and new ways to connect users with web content.

Google’s AI Shopping Tools Transform Ideas Into Real Products via @sejournal, @MattGSouthern

Google has launched its Vision Match feature for all mobile users in the United States, following a successful test run in Google Labs.

This tool solves an everyday challenge for shoppers: turning a specific idea into products that can be purchased.

Google research indicates that more than half of shoppers have difficulty finding particular clothing items when they know what they want.

The Vision Match feature allows users to describe a clothing item in natural language. It then uses AI to generate an image and find similar products.

Screenshot from: blog.google/products/shopping/ai-vision-match-ar-beauty-virtual-try-on/, March 2025.

You can access this feature by searching for a garment and scrolling to the “Can’t find it? Create it” prompt.

Alternatively, navigate to the “Create & shop” option in the Shopping tab’s left panel.

New AR Tools Leverage Gemini AI Models

Google is enhancing its augmented reality beauty features with Gemini AI models.

US shoppers can now virtually try on complete makeup looks inspired by celebrities, influencers, and beauty trends rather than testing individual products.

This allows consumers to search for terms like “spring makeup” or specific celebrity looks and see how multiple makeup products appear on their faces.

According to Google’s research, more than half of Americans who use makeup actively seek online inspiration.

Users can access this feature by tapping “See the looks on you” when browsing relevant search results, followed by “Try it on” to initiate the virtual experience.

Virtual Try-On Expands

Google has expanded its virtual try-on feature to include pants and skirts from hundreds of brands. The enhancement allows shoppers to visualize how these garments look on diverse body types, from XXS to XXL.

Screenshot from: blog.google/products/shopping/ai-vision-match-ar-beauty-virtual-try-on/, March 2025.

Google updated its machine learning models to generate complete looks, when previously they were limited to generating tops only. Shoppers can access this feature by looking for items with a “try on” badge in Google Search or the Shopping tab on mobile and desktop platforms.

Looking Ahead

The announcements come as competition in the visual search and virtual try-on space intensifies.

According to Google’s internal data, over a billion shopping interactions occur on Google daily. These tools aim to help consumers make more confident purchasing decisions.


Featured Image: Screenshot from: blog.google/products/shopping/ai-vision-match-ar-beauty-virtual-try-on/, March 2025. 

Google Business Profile Update: QR Codes For Review Pages via @sejournal, @MattGSouthern

Google has rolled out a new feature for Google Business Profiles that makes it easier to collect customer reviews.

You can now generate custom QR codes that, when scanned, direct customers straight to your business’s review page.

Google announced the update today on X:

How to Access the Feature

You can access the QR code generator by following these steps:

  1. Visit your Google Business Profile dashboard on desktop
  2. Click on the “ask for reviews” option
  3. Follow the on-screen instructions to generate either a direct link or a QR code

The system offers multiple sharing options, including Email, WhatsApp, and Facebook.

What This Means For Businesses

This update gives you more ways to increase review volume with minimal friction. QR codes can be displayed at physical locations, added to receipts, or included in post-purchase communications.

Review quantity and quality can enhance local search visibility. While reviews don’t impact search rankings, they affect Google’s local pack.

See more:

Customers More Willing To Write Reviews

On the topic of local search, I covered a relevant study earlier this week that finds customers are increasingly willing to write reviews.

BrightLocal analyzed 15 years of data and determined that customers are growing more aware of the importance of reviews. This awareness makes them more eager to contribute their thoughts and opinions.

The study reads:

“… despite the challenges of maintaining a consistent stream of new reviews, consumers are overwhelmingly willing to write one. It’s all about giving them a strong reason to do so (AKA a memorable experience) and catching them at the right time.”

See more:

Greater customer awareness is a double-edged sword, the study points out.

While people are more willing to write reviews, they’re less trusting of overall review scores. This means customers consult “alternative” sources like TikTok and YouTube in addition to checking Google reviews.

As you utilize this QR code feature to gather more reviews, remember that it’s important to be visible across multiple platforms to reach today’s customers.


Featured Image: BestForBest/Shutterstock

How Google, ChatGPT, & DeepSeek Handle YMYL Searches via @sejournal, @MattGSouthern

A new study by SE Ranking examines how AI search tools handle Your Money or Your Life (YMYL) queries.

The research compared Google AI Overviews (AIOs), ChatGPT, and DeepSeek across 40 health, legal, financial, and political queries.

This study is similar to one published by SE Ranking in October. The key difference is that this study examines multiple tools, whereas the October study focused solely on AIOs.

Here’s more about the latest study and what the findings mean.

Key Findings

1. YMYL Query Response Rate

The research found that Google generates AIOs for 51% of YMYL queries, slightly up from 50% in October.

ChatGPT has a 100% response rate for YMYL searches, and DeepSeek has a 90% rate.

Google’s selective approach was evident in political topics, displaying AI Overviews for only one query.

2. Response Patterns

Each platform showed unique patterns in generating responses to YMYL queries:

  • DeepSeek produces longer answers (391 words on average) with numerous sources (28 per response)
  • ChatGPT offers moderate-length content (234 words) with fewer sources (10 per response)
  • Google provides the briefest responses (190 words) with minimal citations (7 sources)

Google’s AI Overviews showed the highest percentage of responses with all unique links (61.9%), compared to ChatGPT (40%) and DeepSeek (32.5%), indicating Google prioritizes source diversity over quantity.

3. Fact vs. Opinion

Using subjectivity analysis, the study measured how factual versus opinion-based each platform’s content appeared:

  • ChatGPT delivered the most objective content overall (0.393 score)
  • Google AI Overviews ranked second (0.427 score)
  • DeepSeek showed the highest subjectivity (0.446 score)

These differences were most noticeable in political topics, where DeepSeek scored 0.497 (more opinionated) while Google scored 0.246 (more factual).

4. YMYL Category Strengths

The analysis revealed the following differences across various categories of YMYL queries:

Health Content

  • ChatGPT: Concise, disclaimer-heavy content citing medical sources
  • DeepSeek: Detailed responses with extensive citations, including news sources
  • Google: Conservative, heavily cautioned but brief content

Legal Content

  • ChatGPT: Bullet-point summaries with high-authority sources
  • DeepSeek: Comprehensive explanations with real-world examples
  • Google: Brief overviews with the highest disclaimer rate (50%)

Financial Content

  • ChatGPT: Risk-focused overviews with professional consultation recommendations
  • DeepSeek: Categorized information with numerical data and comparisons
  • Google: Avoids responding to highly sensitive financial queries entirely

5. DeepSeek Restrictions

The study documented that DeepSeek refused to respond to queries about Taiwan’s independence, Tiananmen Square, Chinese human rights issues, and websites banned in China.

DeepSeek’s responses often aligned with Chinese government perspectives when addressing related topics.

What Does The Data Mean?

A common thread throughout the data is how each AI chooses to protect users from potentially harmful advice while still trying to be helpful.

ChatGPT answers every YMYL query it sees, yet often leads with strong disclaimers and succinct takeaways.

Google AI Overviews, on the other hand, declines to generate content for almost half of the tested queries, leaning heavily on caution rather than risk providing the wrong guidance.

DeepSeek is at the opposite extreme. Sometimes, it offers staggering amounts of detail, and other times, it offers little detail if the response doesn’t align with political perspectives.

What unites all three is the balance between information and liability. Each model wants to appear authoritative in YMYL niches but must decide whether to be “helpful” or “safe” (and how much of each).

Key Takeaways For SEO

For SEO and content teams, here are key points to consider:

  • Google is selective. Content appearing in AIOs must meet high-quality standards, especially for YMYL topics.
  • Google’s AIOs cite unique and diverse sources for YMYL searches. This increases visibility but creates competition for clicks.
  • Different AI systems prefer specific styles, lengths, and details in content.
  • All three platforms prefer disclaimers on sensitive topics, with health content having the highest rate of cautionary notices at 37%.

Understanding these platform differences can help you improve visibility in AI search tools.

For more insights into AI search optimization, see:


Featured Image: Tada Images/Shutterstock