Google’s AI Mode is now in Peru: how to adapt your SEO

In September 2025, Google launched AI Mode in Spanish for Latin America, including Peru. It is available on the results page and in the Google app for Android and iOS. For brands it means one thing: more and more searches are answered with an AI-generated text that cites a few pages, instead of the classic list of ten links.

What AI Mode is and how it works

According to Google, AI Mode uses a custom version of Gemini 2.5 and has three key features:

• It handles long, complex questions, such as comparing options or planning something step by step.
• It breaks the query into subtopics and runs several searches at once (what Google calls query fan-out). It then combines the results into a single answer with links.
• It is multimodal: you can ask with text, voice or images.

Google also clarifies that it only shows a generated answer when it has enough confidence; otherwise it shows traditional results.

What does not change

Hema Budaraju, Vice President of Product for Google Search, summed it up at the launch: “The foundation of what good content is has not changed.” AI Mode relies on the same quality and ranking systems as the search engine. A slow website with generic content that is hard to crawl will not show up here either.

What does change

Because the AI breaks each question into several searches, content that clearly answers specific sub-questions competes better. A page that says “we are the best at marketing” answers nothing; one that explains “how much to invest in Google Ads for an online store in Lima, with examples” does.

How to adapt your SEO, step by step

1. Answer real questions. Look at what your customers ask on WhatsApp or in meetings and turn it into content. Each frequent question can be a section with its own heading.
2. Get to the point at the start of each section. A direct answer in the first lines and the detail afterwards. That is what the AI can easily cite.
3. Bring your own experience. Cases, figures from your projects, mistakes you have seen. That is what a model cannot invent and what sets your content apart.
4. Structure the page well. Clear headings, lists, tables and structured data (schema) so the search engine understands what each part is about.
5. Take care of the technical side. Speed, mobile version, pages that can be crawled and indexed, and an up-to-date sitemap.
6. Strengthen your brand beyond your website. Media mentions, industry directories, reviews and complete profiles (such as Google Business Profile) help the AI recognize you as a trustworthy source.

How to measure whether you appear

There is currently no separate AI Mode report in every tool, so it is best to combine signals:

• In Google Search Console, check which long, question-style queries bring you impressions.
• In GA4, watch the organic traffic of the pages that answer questions and their conversion rate.
• Run periodic manual searches in AI Mode with the key questions in your industry and note whether it cites you.

In summary

AI Mode does not replace SEO: it makes it more demanding. Useful, specific content with real experience, published on a fast and well-structured website, wins. That is exactly what has always worked, now with less room for filler content.

Sources: Andina: AI Mode arrives in Peru · Digital Trends: the Latin American countries where Google’s AI Mode is arriving