Google AI Mode in Switzerland:

What entrepreneurs and service providers need to know now

Architect for growth

What is Google AI Mode and why is it relevant for Swiss companies?

Google AI Mode (also known as Gemini or AI Overviews) is Google's latest innovation in search technology. Available in Switzerland since May 2025, this feature is revolutionising the way users search for, find and consume information. Instead of traditional search results with a list of links, Google now presents AI-generated summaries that appear directly in the search interface. These overviews provide concise answers, include source references and allow users to ask follow-up questions directly - all without leaving the Google interface.

"Artificial intelligence is becoming - as electricity once did - an invisible layer of our society. It permeates work, education and the economy. The difference between companies that actively integrate AI and those that avoid it will become as apparent as the difference between a city with an electricity grid and a village lit by candlelight.

- inspired by Jeff Bezos, interpreted by infiniWEB

Why is this relevant for Swiss companies?

Changed user behaviour

More and more people are relying on the quick, accurate answers provided by AI and are visiting individual websites less frequently.

Symbol graphic with Swiss cross and window with the inscription Update refers to local AI adjustments.

New rules for visibility

Those who are not selected as a source for AI overviews lose reach, leads and sales potential.

competitive advantage

Companies that adapt to the new requirements at an early stage secure a decisive advantage in digital competition.

Symbol graphic shows an SEO window with a warning symbol and the message Outdated in the context of Google AI Mode.

Problem: Threat to traditional SEO strategies and risks for businesses

From clicks to answers: Users receive the information they want directly in the search results. This means that fewer people click on individual web pages.
Shift in visibility: The classic top 10 ranking logic is becoming less important. The decisive factor is whether content is selected as a source for AI responses.
Risk for companies: Those who do not appear in the AI overviews lose visibility, potential customer contacts and sales opportunities. Initial studies and industry analyses are already reporting drastic drops in traffic in some cases.

"The proportion of search queries using AI mode will continue to rise. If user satisfaction is high enough, Google should not hesitate to make this mode the default setting - with far-reaching consequences for Swiss websites: numerous companies would then have to expect significantly fewer visitors to their websites."

Analysis summary by the infiniWEB strategy team

New rules. New opportunities.

Google thinks in terms of meaning rather than keywords - and those who understand this will succeed. We will show you how your company can remain at the top even in AI mode - with a clear strategy for visibility and success.

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Further risks:

Dependence on Google: Anyone who is not considered a trustworthy source lose visibility.
Growing divide: Large, established brands are selected as sources more frequently, while smaller companies find it more difficult to get into the overviews.
Less control: Companies lose some control over how their content is presented because Google generates the summaries.

Cause: Technical background and limitations of classic keyword optimisation

How does Google AI Mode work technically?

Multimodal search: Google no longer analyses only text, but also images, videos and audio content. This means that AI can understand different media formats and incorporate them into the response.
Semantic selection: The AI evaluates which content best matches the search intention and possible follow-up questions. It is no longer just about individual keywords, but about the context and quality of the information.
New selection criteria: Google emphasises that classic SEO is a basic requirement, but is no longer sufficient. The decisive factor is whether content is perceived as particularly relevant, up-to-date, diverse and trustworthy.

"SEO best practices are necessary to be eligible to appear in AI Mode. That's different from saying that standard SEO will help you rank in AI Mode."

Search Engine Journal

Limitations of classic SEO

Technical basis: Only technically flawless, indexable pages are taken into account.
Keyword density is becoming less important: Simply accumulating keywords or classic on-page optimisation is no longer sufficient.
Structure and topicality: Google prefers structured, up-to-date and multimodal content that covers various media formats.
E-A-T (expertise, authority, trust): AI evaluates how credible and authoritative a source is.

Solution: Step-by-step guide to the new content strategy for Google AI Mode

Create multimodal content: Combine text with high-quality images, videos and, if necessary, audio. This will increase your chances of being visible in different response formats.
Structured content: Use clear headings, paragraphs and structured data (Schema.org). This makes it easier for AI to recognise relevant passages.
Ensure content is up to date: Revise and update your content regularly to ensure it remains relevant.

Example: A craft business could offer instructions not only as text, but also as a video and image gallery. Add FAQ sections to answer follow-up questions directly.

Build brand awareness: Promote mentions of your brand on other platforms, in the media and through customer testimonials.
Utilise sales psychology principles: Clearly communicate the benefits of your offerings, appeal to emotions and use social proof (e.g. customer reviews, case studies).
Differentiation: Develop a unique visual and communicative identity that sets you apart from the competition.

Tip: Use targeted PR measures, collaborations with influencers and guest posts to raise awareness of your brand.

Check your SEO basics: Ensure that your website is technically sound (fast loading times, mobile optimisation, clean indexing).
Expand content formats: Supplement existing pages with relevant images, videos and, if necessary, audio content.
Structure & depth: Structure content logically, answer follow-up questions and offer further resources (e.g. internal links, downloadable materials).
Updating: Revise existing content regularly and add current developments.
Brand building: Promote mentions of your brand on other websites, in industry directories and on social media.
Use AI tools: Use AI-powered analysis and personalisation tools to tailor content even more specifically to the needs of your target audience.

Specific tools and measures:

Schema.org markup: For FAQs, products, reviews and events.
Video SEO: Use YouTube and embed videos on your website.
Images with alt text: Optimise image descriptions for AI.
Content updates: Schedule regular content reviews.
Social listening: Monitor mentions of your brand and respond actively.

Best practices according to Google and industry experts

Multimodal content: Use different media formats to be visible in different response formats.
Structured content: Use clear headings, paragraphs and structured data.
Up-to-date: Keep your content current and relevant - Google values fresh information.
Trustworthiness: Demonstrate expertise and authority, e.g. through author profiles, certificates and references.

Act now and take advantage of the opportunities offered by Google AI Mode

Google AI Mode is not simply a new feature, but a paradigm shift in online marketing. Companies that adapt early on will secure decisive competitive advantages in SEO Switzerland and digital sales.

What you should do now:

Review your content and SEO measures specifically for Google AI Mode.
Plan multimodal content and strengthen your brand presence.
Leverage the expertise of specialists to make your content strategy AI-fit.

Regular updates and additional resources:

Stay informed and follow developments on the official Google pages and in the trade media. Use internal guidelines and best practices to continuously optimise your strategy.

When AI decides who remains visible

Google AI Mode is changing the game - classic SEO rules are becoming less and less effective. Those who act now will secure visibility, trust and market share before others even react.

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Fact check & sources

Key messages:

Google AI Mode is fundamentally changing user behaviour and the selection criteria for visibility.
Classic SEO is now just the ticket - what matters is topicality, structure, multimodality and brand authority.
Companies must adapt their content strategy to remain visible and relevant.

Important sources:

Further recommendations and practical guides can be found in the sources mentioned and in the guides provided by infiniWEB.