Google continues to demonstrate that its search engine is far from static. In its constant effort to improve the user experiencehas officially launched a new feature called "ask a follow-up question".. This tool not only changes the way we interact with the results, but it opens the door to a new experience of conversational searchintuitive and adapted to the context of each user.
With this update, Google reaffirms its commitment to integrating the artificial intelligence profoundly in its search engine, marking the beginning of a new era where search becomes a intelligent and personalized dialogue.
What is the "ask a follow-up question" function?
Google has incorporated this feature as part of its vision of a conversational search. Although it was initially available only in mobile devicesis now also active on the desktop, allowing more users to use it directly from the web version of the Google search engine.
This tool appears just below certain highlighted results (such as rich snippets or generative summaries). By clicking on the button, the user accesses an interface that allows him/her to:
- Select one suggested question related to its original search.
- Write a new follow-up question free-form.
The key is that Google maintains the context of the previous search, preventing the user from repeating terms. This generates a more fluid experience, similar to a conversation with a virtual assistant.
For example, if a user searches for what is content marketing? and then press ask a follow-up questionyou can write: how to apply it in my B2B company?. Google understands that it refers to the same topic, and generates a contextualized answer without the need to redo the search from scratch.
This feature reflects how Google is integrating the artificial intelligence and the conversational search in the traditional search experience, paving the way for a broader adoption of the AI Mode and the Search Generative Experience.
Why is Google doing this?
The Google search is evolving to look more and more like a conversation with a intelligent assistantand not just a list of links. This feature responds to three key trends:
- The progress of the generative artificial intelligence.
- The evolution towards conversational interfaces.
- The behavior of the modern user, who expects speed, context and accuracy.
Google wants you to your results are more natural, personalized and usefulwithout forcing the user to repeat terms or start from scratch every time he/she needs clarification or further information.
In addition, it is aligned with the development of the Search Generative Experiencewhich promotes responses generated by IA in real time and encourages the use of natural language in interactions.
How it works: step-by-step experience
The feature is designed to enhance the way users interact with the results of Google search. The process is more fluid, intuitive and adapted to today's conversational behavior. How this functionality works in practice:
- You perform a search in the Google search engineeither from desk o mobile devices. This can be an informational, commercial or educational query, such as: "benefits of the email marketing".
- Just below a important result (as a enriched fragment or a response generated by IA), the "ask a follow-up question".. This button is not shown on all results, but it is increasingly common to see it on topics where the user might need more context or depth.
- Clicking this button displays an interface that allows two things:
- Choose a suggested question by Google, based on what other users have searched for or on what the IA considers relevant as a continuation.
- Write a related question free-form, allowing you to customize the conversation and adapt the search to specific needs without having to repeat terms.
- Once the new query has been submitted, Google generates a contextualized answer. The new question is related to the previous search, i.e., it understands that the new question is related to the previous search, and responds by maintaining that conversational thread. This interaction feels more akin to a chat with a virtual assistant than a traditional search based on keywords independent.
This flow is part of a broader trend toward conversational search, driven by the rise of tools such as ChatGPT, Bard or the Bing AI search engine. Google integrates these capabilities directly into its core engine to stay ahead of the curve in the user experience.
In addition, this type of navigation reinforces Google's vision with its new AI Mode and the Search Generative Experiencewhere it's not just about delivering links, but also about offering useful and personalized answersgenerated by artificial intelligence. The user's questions and comments evolve as the user continues to ask them.
In terms of user experience, this functionality:
- Reduces the need to formulate multiple separate searches.
- Improves user retention within the Google ecosystem.
- Increases the expectation of receiving clear, direct and in-depth content.
Therefore, if your content is not prepared to respond in a structured, accurate and adapted to natural language, it is likely to be left out of the conversational flow that Google is starting to prioritize.
Implications for SEO strategy
This functionality has important implications for any business that depends on the search engine optimization.
1. Content should be more conversational
It is no longer enough to include the keywords main. The contents should be structured to anticipate the questions the user might ask next, facilitating the continuous discovery of information.
In other words, it is necessary to generate answers at multiple levels of depth, not just answer the basics.
Example:
- Instead of just answering "What is SEO?", also create responsive content:
- What are the benefits of SEO?
- What tools are used?
- How to initiate a strategy?
- How long does it take to see results?
This makes you a rich and useful source within the new results format.
2. Zero click trend: the user navigates less
Google is increasingly responding directly within the search engine itself, which increases the number of cases of "zero click search"i.e. searches where the user does not click on any website.
This button can intensify that trend.
What can you do?
- Make sure that your content is optimized to appear in featured snippets (featured snippets opportunity).
- Includes clear summaries, the most important thing is to have well-structured headings and lists that Google can display directly.
3. Increased value of cluster-type content
An effective strategy for positioning yourself in this new function is the use of the content cluster model, where you create a pillar page (main topic) and secondary articles (related subtopics).
This approach makes it easier for Google to understand the semantic relationship between your content and positions you better for follow-up questions.
Example: how would you apply this in a content strategy?
To understand how to take advantage of the "ask a follow-up question". within an effective content strategy, let's imagine a practical case applied to an B2B company.
Let's suppose you have a company that offers ERP software solutions for SMEs. The objective is to position yourself as an authority on the subject within the Google search enginenot only for general queries, but also for conversational searches with specific intent.
Your strategy can be structured under a content-type model. cluster, with a pillar page and several satellite contents that address related subtopics. For example:
Pillar page:
- What is an ERP and how does it work?
This page should answer the main question in a broad, deep and clear way, including examples, benefits, application sectors and basic technical elements.
Support contents:
- What are the benefits of ERP in manufacturing companies?
- What are the common mistakes when implementing an ERP?
- ERP vs CRM: which one does your company need?
- How to calculate the ROI of an ERP?
- What are the best ERPs for SMEs?
- Cloud ERP vs on-premise ERP: which is better?
These secondary items allow you to cover different search intentions that may derive from the original query and position yourself for multiple follow-up questions.
With this content architecture, if a user searches Google for something like:
"what is an ERP?", and then use the function. "ask a follow-up question". to type: "what is the best ERP for logistics?", your website could appear thanks to the semantic connection and the depth of related content you have already published.
In addition, if your pages are well structured, with hierarchical headings, lists, direct answers and rich snippets, you increase the likelihood that Google will display your content as part of its generative summaries, boosting your visibility even without the user clicking through.
This approach is particularly potent in the context of the new AI Mode and the evolution towards a more contextual and context-driven search for artificial intelligence. Google not only indexes words, but also understands thematic relationships, conversation patterns and depth of content.
Therefore, a content strategy should not only respond to a specific query, but anticipate the next ones. The key is to build a connected ecosystem of content that can accompany the user in his search flowfrom an initial doubt to an informed decision.
Who is affected by this?
This function is not only a visual adjustment in the Google search engine; represents a change in how information is consumed and who captures the user's attention.
This change directly impacts:
- Content creators, The company will have to adapt its texts to a more conversational style and focus on the user's intention.
- Digital marketing teams, that they will have to rethink how they structure their content strategy to appear in responses generated by IA.
- SEO Agencies, The company's content management systems, which must update their practices to position content in an environment where context and depth outweigh only the keywords.
- Companies relying on organic traffic, This type of function can reduce clicks and centralize answers within the search engine.
- Local business, which compete for visibility in rich results and now also in conversational searches.
And, indirectly, it indirectly affects anyone who wants to appear in GoogleThe new search model tests the quality, structure and relevance of digital content.
What we know so far
- The AI mode in Google Search was officially announced on May 20, 2025 during the Google I/O conference, marking a significant transformation in the way users interact with the search engine.
- It is available for all users in the United States through the Google application and the Chrome browser.
- Google has not made an official announcement detailing features or definitive release dates for other countries.
- It is aligned with the trends of AI and Search Generative Experience, incorporating the Gemini 2.5 Pro model to provide conversational and multimodal responses.
- Does not replace, but complements traditional search, offering a more dynamic and conversational experience.
- It may be the beginning of a transition to a new search more conversational for all, although it is still in the testing phase and its international expansion is yet to be confirmed.
What can we expect in the future?
The evolution of Google's search engine points towards an ever deeper integration of advanced technologies that will transform the search experience and the digital marketing:
- Generative AI: Responses and results are created and customized in real time, based on advanced models such as Gemini 2.5 Pro, allowing for more natural and accurate interactions.
- Natural language: Search is becoming increasingly conversational, understanding the intent and context behind user queries.
- Voice search: The growing popularity of the virtual assistants y mobile devices drives a hands-free experience that demands fast, contextualized responses.
- Semantic and personalized context: Google will use behavioral, location and preference data to deliver unique results tailored to each user.
For the specialists, this implies a fundamental change in the SEO strategies. It will no longer be enough to optimize for keywords It will be crucial to design content and experiences that respond to complete conversations, with a focus on intent, relevance and real value to the user.
Although at first glance it may appear to be a minor upgrade, features such as the AI mode at Google Search anticipates a profound change in the way people interact with the search engine. Google is no longer limited to delivering links: it now converses, interprets, suggests and responds directly to the user's needs. This new paradigm forces us, as specialists, to also transform the way we create and optimize content, adapting to an era where search is more human, dynamic and conversational.
The future of search is now, and we want you to be part of it!
The future of SEO and the user experience is changing rapidly, and only those who adapt will be able to stand out in a world where the artificial intelligence and conversational searches dominate. At Keycode, we offer you the strategy, the tools and the knowledge to make your brand not only visible, but to become a reference in this new digital era. Don't wait for your competition to take the lead.
Contact us today and together we will design an innovative strategy that will take your online presence to new heights.
Written by Barbara Cabrera/Marketing Analyst
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