WTF is ‘query fan-out’ in Google’s AI mode?
There’s one major way in which Google’s AI-powered search feature AI Mode differs from its traditional search engine — a complex technique used to answer a user’s question called “query fan-out.”
AI Mode started rolling out to U.S. users last month, and publishers are still trying to figure out what it means for their SEO strategies. AI Mode is powered by Google’s large language model Gemini, which combs the web for information to generate a summarized answer to a user’s search query.
The way AI Mode retrieves that information means more searches are happening behind the scenes, making it tricky for publishers to determine how to optimize their editorial content strategy to appear in those search results. Four heads of SEO at publishers told Digiday they are still in preliminary tests with the feature.
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