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16 Jun 2025

Google's AI Mode Is Coming: Here's What It Means for Your Event Website

Google's AI Mode Is Coming: Here's What It Means for Your Event Website
  • By: Jon Monk - Head of Optimisation & Performance
  • Date: 16th June 2025
  • Estimated Read Time: 5–6 minutes
  • Topics: AI Mode for event websites • Google's AI Overviews • Future of search • Event SEO strategy • Website visibility in AI search • Generative search and events • Organic traffic in a zero-click world • Year-round discoverability for events

 

 

Quick Summary

Google’s new AI Mode is quietly changing how search works, and it could seriously impact how people find your event website.

Instead of showing the usual blue links, Google’s AI now reads websites and gives users instant answers. That means your content might get used... without sending visitors to your site. This article breaks down what AI Mode means for event marketers, how it affects email list growth, and what simple steps you can take right now to stay visible and relevant.

 

 

Introduction

If you're managing your event's website and suddenly feeling like you need a computer science degree to keep up with Google's latest changes, you're not alone!

There's a new thing called AI Mode that's quietly rolling out, and honestly? It's going to shake up how people find your event online.

But before you panic or dive into the SEO rabbit hole, let's talk about what this actually means for you in real, practical terms.

 

 

So What Exactly Is This AI Mode Thing?

Think about the last time you Googled something. You probably got that familiar list of blue links, right? Well, Google's AI Mode is changing that game entirely.

Instead of showing you ten links to click through, Google's AI will read a bunch of websites and then give you a direct answer right there in the search results. It's like having a really smart research assistant who's already done the legwork for you.

Sounds convenient for searchers, but here's the catch: if Google's AI can answer someone's question without them visiting your website, they might never click through to see what you have to offer.

 

 

Why Should You Care About This?

Let's be real, most event websites are already fighting an uphill battle for attention. You're competing with social media, industry publications, and every other event in your space. Now add AI that can potentially answer questions about your industry without sending people to your site.

Here's what this could mean for you:

  • Someone searches "best marketing conferences 2025" and gets an AI-generated list that doesn't include your event
  • People find answers to industry questions without ever discovering your thought leadership content
  • Your carefully crafted content gets used to answer questions, but you never see the visitor (or potential attendee)

 

If your website is a key part of how you build your email list, attract sponsors, or create buzz between events, this shift could really impact your marketing efforts.

 

 

What You Can Actually Do About It

The good news? You don't need to become an SEO wizard overnight. Here are some straightforward changes that can help your content stay visible in this new AI-powered world:

Keep Your Content Fresh and Useful

This one's pretty straightforward, Google's AI favors content that's current and helpful. If your website still has "2023" in the footer or your last blog post was from six months ago, that's not doing you any favors.

Try to update your main pages every few months, even if it's just refreshing dates, adding new speaker announcements, or updating your FAQ section. A simple blog where you share industry insights or behind-the-scenes event planning updates can work wonders.

Make Your Content Easy to Digest

AI systems love content they can easily understand and extract information from. That means:

  • Use clear headings that actually describe what's in each section
  • Break up long paragraphs with bullet points or numbered lists
  • Add FAQ sections to your important pages
  • Write each section so it makes sense even if someone only reads that part

 

Think of it this way: if you had to explain your event to someone in an elevator, what would you say? Write your content with that same clarity.

Cut the Marketing Fluff

We've all seen those event websites that are full of buzzwords but light on actual information. "Revolutionary networking experience" and "cutting-edge insights" sound impressive, but they don't tell AI (or humans) much about what you actually offer.

Instead, try being more direct:

  • "Learn five new lead generation strategies"
  • "Meet marketing directors from Fortune 500 companies"
  • "Get certified in project management best practices"

 

Clear, specific language helps both AI and potential attendees understand exactly what value you provide.

Think Bigger Than Just Keywords

The old approach was to pick a few keywords and repeat them throughout your content. AI is smarter than that – it understands context and related topics.

If your event focuses on "digital marketing," don't just write about digital marketing. Cover related areas like social media advertising, email automation, content strategy, and analytics. This gives AI more reasons to reference your content and helps you capture a wider range of search queries.

Design Your Content to Build Your List

Here's something many event marketers miss: even if AI uses your content to answer someone's question, you can still turn that into a win. The key is making sure your content naturally encourages people to take the next step.

Instead of just providing information, guide readers toward action:

  • "Want to hear about speakers like this before they're announced? Join our mailing list."
  • "Download our free industry report to get the full data behind these trends."
  • "Get early-bird ticket notifications by signing up for updates."

 

This way, even if someone finds your content through AI, they have a clear path to connect with your event.

 

 

When Is This All Happening?

It's not some distant future scenario, it's happening now. Google's already testing AI-powered answers in search results, and they've confirmed that AI Mode will become part of regular search soon.

You're probably looking at changes rolling out over the next 6-12 months, which means there's still time to get ahead of this if you start making adjustments now.

 

 

The Bottom Line: Don't Stress, Just Start

Look, you don't need to overhaul your entire website this weekend. This is more about developing better content habits than making dramatic changes.

Start small:

  • Pick your homepage and maybe two or three key pages
  • Refresh them with clearer, more helpful content
  • Add an FAQ section if you don't have one
  • Plan to update these pages regularly, not just when your event is coming up

 

The goal isn't to game the system, it's to create content that's genuinely useful for your audience. And honestly? That's what good marketing has always been about anyway.

The event marketing landscape is always evolving, and this AI shift is just the latest change to adapt to. The organisations that start preparing now will be the ones still thriving when everyone else is scrambling to catch up.

 

 

Want to Learn More?

If you're interested in diving deeper into this topic, here are some resources from SEO experts who are tracking these changes:

 

 

Get Ready for AI Search

Worried your event website won’t show up in Google’s new AI-powered results?

ASP’s AI SEO Readiness Audit will show you how visible your content is, what’s missing, and where to improve, all tailored for event websites.

Want to stay ahead?

Get in touch for a quick audit and see how ready your site is for the future of search.

 

 

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