{"id":14986,"date":"2025-05-22T14:05:17","date_gmt":"2025-05-22T19:05:17","guid":{"rendered":"https:\/\/www.farmjournal.com\/?p=14986"},"modified":"2025-10-30T16:31:12","modified_gmt":"2025-10-30T21:31:12","slug":"google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/","title":{"rendered":"Google Launches AI Mode: The Sales and Marketing Implications for Agriculture"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p>We\u2019ve seen early signs of what\u2019s to come. In Q1 2025, searches that included AI overviews led to fewer clicks, suggesting users are <a href=\"https:\/\/www.semrush.com\/blog\/semrush-ai-overviews-study\/\">getting their answers directly from Google<\/a> and not clicking through to websites. AI overviews grew quickly, from just 6% of searches in January 2025 to 13% in March.<\/p>\n\n\n\n<p>At Farm Journal\u2019s 2025 Breakthrough event we outlined three key strategies, or \u201cbets,\u201d for how to succeed in this fast-changing digital environment. The data below illustrates behavioral changes in how audiences are searching and consuming content in this new playing field.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"723\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1-1024x723.webp\" alt=\"\" class=\"wp-image-14989\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1-1024x723.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1-300x212.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1-768x542.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1.webp 1178w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Unsurprisingly, Google has integrated new ad formats into AI Mode. Throughout AI-generated answers, sponsored links now appear with a \u201cSponsored\u201d label, stoking fears that search will follow social media\u2019s shift toward a \u201cpay-to-play\u201d environment.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-1-1024x574.webp\" alt=\"\" class=\"wp-image-14988\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-1-1024x574.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-1-300x168.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-1-768x430.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-1.webp 1242w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What kind of searches will be most affected?<\/h2>\n\n\n\n<p>AI will likely have the biggest impact on informational searches. This could disrupt a decade of content marketing strategies that rely on evergreen content to power buyer journeys. If AI Mode delivers answers directly, users might never reach your site, reducing first-party data collection for brands that lack a strong direct relationship with their audience. HubSpot users and SEO experts might already be panicking. The least affected category? Navigational searches (e.g., branded queries).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"751\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-1-1024x751.webp\" alt=\"\" class=\"wp-image-14987\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-1-1024x751.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-1-300x220.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-1-768x563.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-1.webp 1214w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>At Farm Journal, we\u2019ve been preparing for this shift since ChatGPT launched two years ago. We focused our strategy on \u201cowning our audience\u201d and reducing our reliance on informational search traffic. That meant optimizing for <em>attention metrics<\/em> including percentage of article completed, time spent and subscriber intent.<\/p>\n\n\n\n<p>With the IAB Tech Lab opening <a href=\"https:\/\/www.iab.com\/news\/attention-measurement-guidelines-public-comment\/\">new attention metric standards<\/a> for comment this month, it\u2019s a good time to share how our attention-first approach has strengthened our brands and helped us reduce risk from the coming AI wave in search.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What attention has delivered on Farm Journal sites so far.<\/strong><\/h3>\n\n\n\n<p><strong>Through Q1 2025:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Editor name searches are up <strong>14% to 20%<\/strong><strong><br><\/strong><\/li>\n\n\n\n<li>Branded search and overall traffic are up <strong>35%<\/strong><strong><br><\/strong><\/li>\n\n\n\n<li>Attention (measured via time spent, completion rates and engagement) is up <strong>85%<\/strong><strong><br><\/strong><\/li>\n<\/ul>\n\n\n\n<p>And a major driver of that attention growth? <strong>Video.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"860\" height=\"513\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1.webp\" alt=\"\" class=\"wp-image-14968\" title=\"b5ab6c3d-9838-4588-9cbe-8ef878d6e530.png\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1.webp 860w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-300x179.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart1-768x458.webp 768w\" sizes=\"(max-width: 860px) 100vw, 860px\" \/><\/figure>\n\n\n\n<p><strong>Farm Journal\u2019s Breakthrough Bet No. 1: Following the eyeballs.<br><\/strong>The way farmers consume content is evolving <em>fast<\/em>. As social media and streaming platforms go mainstream in agriculture, meeting the audience <em>where they are<\/em> is more important than ever. That\u2019s why we\u2019ve invested heavily in social media, YouTube, podcasts and streaming channels that are seeing record-breaking engagement.<\/p>\n\n\n\n<p>To stay ahead, we have:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Launched 10 podcasts<br><\/li>\n\n\n\n<li>Used AI tools to edit and create shorts<br><\/li>\n\n\n\n<li>Recruited influential voices in ag media<br><\/li>\n\n\n\n<li>Rolled out streaming platforms: <a href=\"https:\/\/www.agweb.com\/farmjournal-now\"><strong>Farm Journal NOW<\/strong><\/a> and <a href=\"https:\/\/www.farmjournaltv.com\"><strong>Farm Journal TV<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n<p>Video is a powerful way to showcase your top customers, your brightest experts and your brand\u2019s authenticity. And let\u2019s not forget: younger generations are already turning to <a href=\"https:\/\/www.axios.com\/2024\/04\/11\/google-gen-z-search-engines-tiktok-youtube\">YouTube as their primary search engine<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"629\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1-1024x629.webp\" alt=\"\" class=\"wp-image-14990\" title=\"Chart\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1-1024x629.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1-300x184.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1-768x472.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1-1536x944.webp 1536w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart4-1.webp 1680w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>NOTE: Attention hours were down in March due to our strategy to drive users to Farm Journal TV and Farm Journal NOW, resulting in the removal of full episodes from YouTube.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"482\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1024x482.webp\" alt=\"\" class=\"wp-image-14967\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-1024x482.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-300x141.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2-768x362.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart2.webp 1196w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Farm Journal\u2019s Breakthrough Bet No. 2: Investing in tools that measure real success.<\/strong><strong><br><\/strong>Understanding what truly drives engagement is essential. That is why we\u2019ve doubled down on analytics and data-driven insights. By investing in tools that go beyond surface-level metrics, we are able to track what really matters, like attention and branded search, ensuring our content resonates and drives meaningful interactions.The irony is the decision to lower the priority on traffic as a leading KPI \u2013 and to focus on attention instead \u2013 has increased traffic, boosted website registrations and increased content downloads. Returning visitors are also up 30%. This focus allows us to stay ahead of the curve and deliver content that reaches and retains our audience.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Google Analytics 4 Engagement Time<\/strong> GA4 has made peculiar and confusing adjustments to measuring time spent. It only tracks engagement time for sessions that meet the following criteria:<br>\u2022 Lasts longer than 10 seconds<br>\u2022 Has a key event<br>\u2022 Has two or more screen or page views<br>But GA4 calculates average engaged time using all sessions \u2014 not just engaged ones \u2014 so even small amounts of bounce traffic can distort your results. Consider using total time spent as a more stable metric. You may also want to refine your key event settings to include only the sessions that matter most.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"832\" height=\"770\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3.webp\" alt=\"\" class=\"wp-image-14966\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3.webp 832w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-300x278.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3-768x711.webp 768w\" sizes=\"(max-width: 832px) 100vw, 832px\" \/><\/figure>\n\n\n\n<p><strong>Farm Journal Breakthrough Bet No. 3: Learning what holds attention and scaling it.<\/strong><strong><br><\/strong>Attention is the new currency. Instead of creating more content, we\u2019ve focused on amplifying what actually works. That means using dynamic video, compelling storytelling and data-driven insights to keep farmers engaged and informed.<\/p>\n\n\n\n<p>We\u2019re constantly fine-tuning our content to stay relevant, resonant and results driven, because in a world of AI-powered search, attention isn\u2019t just a metric. It\u2019s a competitive advantage. The same applies to advertising creative.<\/p>\n\n\n\n<p><strong>Resources:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/searchengineland.com\/google-ai-mode-what-matters-seo-marketing-453461\">Google AI Mode: What Matters to SEO Marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/arstechnica.com\/gadgets\/2025\/05\/at-i-o-2025-google-leaves-no-doubt-that-ai-mode-is-the-future-of-search\/\">At IO 2025, Google Leaves No Doubt that AI Mode is the Future of Search<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.iab.com\/news\/attention-measurement-guidelines-public-comment\/\">IAB and MRC Release Attention Measurement Guidelines for Public Comment<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve seen early signs of what\u2019s to come. In Q1 2025, searches that included AI overviews led to fewer clicks, suggesting users are getting their answers directly from Google and not clicking through to websites. AI overviews grew quickly, from just 6% of searches in January 2025 to 13% in March. At Farm Journal\u2019s 2025 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14966,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[182,103],"tags":[],"post-author":[136],"class_list":["post-14986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-marketing","post-author-prescott-shibles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Launches AI Mode: The Sales and Marketing Implications for Agriculture - Farm Journal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Launches AI Mode: The Sales and Marketing Implications for Agriculture - Farm Journal\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve seen early signs of what\u2019s to come. In Q1 2025, searches that included AI overviews led to fewer clicks, suggesting users are getting their answers directly from Google and not clicking through to websites. AI overviews grew quickly, from just 6% of searches in January 2025 to 13% in March. At Farm Journal\u2019s 2025 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\" \/>\n<meta property=\"og:site_name\" content=\"Farm Journal\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/FarmJournal\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-22T19:05:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-30T21:31:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"832\" \/>\n\t<meta property=\"og:image:height\" content=\"770\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Farm Journal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FarmJournal\" \/>\n<meta name=\"twitter:site\" content=\"@FarmJournal\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Farm Journal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\"},\"author\":{\"name\":\"Farm Journal\",\"@id\":\"https:\/\/www.farmjournal.com\/#\/schema\/person\/5af42bd34f25f33f410563a95ad923df\"},\"headline\":\"Google Launches AI Mode: The Sales and Marketing Implications for Agriculture\",\"datePublished\":\"2025-05-22T19:05:17+00:00\",\"dateModified\":\"2025-10-30T21:31:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\"},\"wordCount\":837,\"publisher\":{\"@id\":\"https:\/\/www.farmjournal.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/05\/chart3.webp\",\"articleSection\":[\"Insights\",\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\",\"url\":\"https:\/\/www.farmjournal.com\/google-launches-ai-mode-the-sales-and-marketing-implications-for-agriculture\/\",\"name\":\"Google Launches AI Mode: The Sales and Marketing Implications for Agriculture - 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