Google moves inline links higher in AI search responses

Google says it has been making 'continued and substantial increases to the presence of inline links in our AI experiences,' and the new change is intended to help 'ensure key sources are easily clickable right when you need them.' The company is also announcing several other changes meant to highlight links and publishers within its AI results.

For sites that are among a few for a specific task or certain information, Google is testing showing relevant links at the top of a response with context. An example image from Google highlights a query about an airline refund. For 'timely' articles, Google is now rolling out the link carousels it announced in May to more locations and languages. The company is also making links at the end of a query 'more engaging and prominent, with image thumbnails and a more clickable design.' In addition, Google is testing clickable links in AI Mode to search profiles for publishers and creators.

Google also says more than 400 publishers are participating in its 'News AI' pilot program, which it announced in December. The licensing program pays publishers for 'the delivery and use of enhanced content to develop new AI features,' including 'in-depth article overviews on Google News publisher pages.' According to Google, Axios, CNN and the Financial Times are among the partners that are newly onboard.

The changes come as AI search formats draw concerns about how they direct users to sources. AI Overviews and AI Mode are designed to give answers directly, rather than only a ranked list of links, and Google's latest moves aim to make links and publisher content easier to find within those experiences.