Google announced updates to its AI search features, AI Mode and AI Overviews, making it easier for users to move from AI answers to websites, news, and creators’ content. The changes include showing links higher in answers more often, as well as revising how official pages and related links are displayed. Some of the measures are still being tested.
Designing answers so users don’t stop at reading
Search that lets AI answer questions is certainly convenient. But that convenience has a downside: users may feel satisfied after reading an answer and never visit the sites that are the source of the information. That is precisely what website operators and media organizations are concerned about.
These updates can be seen as changes aimed at bridging that gap. The goal is not just to improve AI answers, but also to guide users to the information on the web behind them. The design philosophy that emerges is to make “AI providing answers” and “visiting the sources” work together.
The changes include both features that are already rolling out and measures still being tested. The sections below distinguish between the two.
Putting links near the top of answers
Inline links embedded in AI answers have reportedly already increased substantially. Now, Google is making links appear higher in answers more often. This means users can see sources earlier, without having to read a long answer all the way to the end.
Another change worth noting is guidance to official pages. In some cases, such as government procedures, there are only one or two official sources for specific information. Google is testing a dedicated section near the top of answers that highlights those official pages and explains why each link may be useful. This expands on the existing feature that highlights links for users looking to visit specific sites.
With procedures of this kind, there is a significant risk of misunderstanding information after reading summaries on unofficial sites. If a link to the official source appears near the beginning of an answer, users can avoid taking a detour. It may prove to be a modest but effective change that improves the search experience.
Links to news and related articles
The Top Stories carousel, which displays new articles in AI search features, has begun expanding to more countries and languages. It will also cover a broader range of queries.
The carousel will also highlight users’ selected “preferred sources.” The number of people using this feature has reportedly grown more than sevenfold since the start of the year. This suggests that choosing preferred publications is gradually gaining traction.
Google is also changing links to related articles that appear at the end of some AI answers. They are set to include thumbnail images and use a design that makes them easier to click. As we experience every day in news apps and on social media, links with images are more likely to catch the eye than text-only links.
From a creator’s name to their world
Google has begun testing a feature in AI Mode video results that takes users to a creator’s or publisher’s search profile when they click the name. The profile offers a broader look at that person’s work.
Rather than ending with watching a referenced video, the feature provides a way for users to become interested in the person behind it. It can be seen as an effort to encourage relationships with creators, rather than focusing only on individual pieces of content. For creators who work in video, it could offer a new point of contact with audiences.
The next focus: the quality and volume of visits
These updates aim to make it easier to move from AI answers to content on the web. The changes span several areas, including link placement, how official pages are presented, pathways to news, and links to creators.
How visits to websites from AI search will actually change remains to be seen. The official-page guidance and creator-profile links are still being tested, suggesting that Google is exploring different ways to present them. Website operators may want to monitor where and how their pages appear in answers.
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