How AI Mode Selects Snippets

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by

Dan Petrovic
in ,

I noticed out commented out bits in the source code of the AI Mode results. They contain actual snippets supplied to Gemini to form the response.

<!--Sv6Kpe[[&quot;Lightspeed Jerseys: Custom Athletic Shirts \u0026 Custom Soccer Jerseys&quot;,&quot;Free Names \u0026 Numbers Each player can have their own custom item at no additional cost.&quot;,&quot;https://encrypted-tbn1.gstatic.com/faviconV2?url\u003dhttps://lightspeedjerseys.com\u0026client\u003dAIM\u0026size\u003d128\u0026type\u003dFAVICON\u0026fallback_opts\u003dTYPE,SIZE,URL&quot;,&quot;https://lightspeedjerseys.com&quot;,[&quot;Lightspeed Jerseys&quot;],&quot;https://lightspeedjerseys.com/#:~:text\u003dFree%20Names%20\u0026%20Numbers,item%20at%20no%20additional%20cost.&quot;,null,null,&quot;8&quot;,null,[71,null,null,null,null,null,null,null,1],[&quot;https://encrypted-tbn1.gstatic.com/images?q\u003dtbn:ANd9GcSObYG9Jrg4GGBnfZQHWNk1yWVvrRS-W2HAd6fGhrm9ePjMYgrC&quot;,&quot;&quot;,[null,2]],1,null,null,0,null,0,null,null,1]]-->

Schema of the above:

[
  title: string,                      // e.g. "Lightspeed Jerseys: Custom Athletic Shirts & Custom Soccer Jerseys"
  snippet: string,                    // e.g. "Free Names & Numbers Each player can have their own custom item at no additional cost."
  favicon_url: string,                // e.g. "https://encrypted-tbn1.gstatic.com/faviconV2?url=https://lightspeedjerseys.com&client=AIM&size=128&type=FAVICON&fallback_opts=TYPE,SIZE,URL"
  site_url: string,                   // e.g. "https://lightspeedjerseys.com"
  site_name_array: [string],          // e.g. ["Lightspeed Jerseys"]
  result_url: string,                 // e.g. "https://lightspeedjerseys.com/#:~:text=Free%20Names%20&%20Numbers,item%20at%20no%20additional%20cost."
  null,                               // Always null (unused field)
  null,                               // Always null (unused field)
  src_id: string|number,              // e.g. "8"  (sometimes used as an internal ID)
  null,                               // Always null (unused field)
  metrics_array: [number|null,...],   // e.g. [71,null,null,null,null,null,null,null,1] (unclear, possibly scoring or ranking metrics)
  image_array: [
    image_url: string,                // e.g. "https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcSObYG9Jrg4GGBnfZQHWNk1yWVvrRS-W2HAd6fGhrm9ePjMYgrC"
    alt: string,                      // (empty string or null)
    [null, 2]                         // Array, meaning unclear (possibly version, or scoring)
  ],
  1,                                 // Integer (possibly rank or flag)
  null,                              // Always null (unused field)
  null,                              // Always null (unused field)
  0,                                 // Integer (possibly a flag, often 0)
  null,                              // Always null (unused field)
  0,                                 // Integer (possibly a flag, often 0)
  null,                              // Always null (unused field)
  null,                              // Always null (unused field)
  1                                  // Integer (possibly a flag, often 1)
]

This is not what is displayed to the user. It’s what search tool supplies to Gemini which then renders the response to the user. This is kind of a big deal becauise this selection process dictates how AI Mode will treat the search result (e.g. your website!)

What I found super-interesting is the snippet text selection logic.

You have a page with 200-800 words on it and Google picks max 160 chars out of that seemingly at random.

So what’s going on?

This one I can understand, a central piece of content that clearly states the page and service:

  • Title: Custom Soccer Jerseys – Your Design, Team and Number
  • Snippet: owayo manufactures custom soccer jerseys, shirts and team uniforms of professional quality. Your soccer jerseys are created according to your exact specificatio…
  • URL: https://www.owayo.com/custom-soccer-jerseys.htm

But this?

Why pick this specific block of text?

  • Lightspeed Jerseys: Custom Athletic Shirts & Custom Soccer Jerseys
  • Free Names & Numbers Each player can have their own custom item at no additional cost.
  • URL: https://lightspeedjerseys.com/

After analyzing multiple websites and their corresponding Google AI mode snippets, clear patterns have emerged in how Google selects content to display in these snippets. This summary outlines the key findings and provides insights into the likely selection criteria.

Overview

1. Snippet Structure and Format

  • Character Limitation: Snippets are consistently limited to approximately 160 characters, with longer content truncated and marked with an ellipsis (…).
  • Complete Thoughts: Despite truncation, snippets almost always contain complete thoughts or sentences, suggesting an algorithm that prioritizes semantic completeness.
  • Content Synthesis: In some cases, Google combines non-consecutive content from different parts of the page, using markers like asterisks (*) to separate them.

2. Content Selection Priorities

  • Value Propositions First: Google strongly favors content that communicates clear value propositions and unique selling points (e.g., “No MOQ”, “Fast Turnaround”, “Free Names & Numbers”).
  • Brand Identity: Snippets frequently begin with or prominently include the company name, especially when followed by a value statement.
  • Customer-Focused Content: Content that directly addresses customer needs using second-person address (“you”, “your team”) is frequently selected.
  • High Keyword Relevance: Selected content consistently contains a high density of search-relevant keywords.

3. Structural Influences

  • HTML Hierarchy Matters: Content from structurally significant elements (headings, feature sections with icons, bullet points) is preferred.
  • Position Flexibility: Snippets are selected from throughout the page—top, middle, and even bottom sections—rather than just “above the fold” content.
  • Formatting Signals: Bold text, subheadings, and other visual emphasis appears to increase selection likelihood.

4. Selection Algorithm Insights

The selection process appears to involve a sophisticated multi-factor algorithm rather than simple rule-based extraction:

  • Semantic Understanding: The algorithm demonstrates semantic comprehension beyond keyword matching, selecting content that best represents the page’s value proposition.
  • Context Awareness: Even when truncating, the algorithm preserves enough context to make snippets meaningful and enticing.
  • Content Weighting: Different selection strategies are employed based on page structure and content type, with apparent weighting for:
    • Semantic relevance to search query
    • Structural prominence in the HTML
    • Keyword density and relevance
    • Value proposition clarity
    • Brand-query relationship

Practical Implications

For website owners and SEO professionals, these findings suggest several strategies to influence Google AI mode snippets:

  1. Structure Key Messages: Place important value propositions in structurally significant elements like headings and feature highlights.
  2. Front-load Content: Begin paragraphs with complete thoughts that communicate key benefits within the first 160 characters.
  3. Use Semantic HTML: Properly structure content with semantic HTML elements to signal importance to Google’s algorithms.
  4. Highlight Value Propositions: Clearly articulate unique selling points and benefits in concise, keyword-rich language.
  5. Brand Association: Connect your brand name directly with key value propositions in prominent page positions.
  6. Customer-Focused Language: Frame content from the customer’s perspective using direct address.
  7. Consistent Messaging: Ensure key messages appear in multiple locations (headings, feature sections, conclusion paragraphs) to increase selection chances.

The selection process show Google’s understanding of content relevance and value, going far beyond simple text extraction to identify the most meaningful and useful content for users.

Detailed Example

Title: Custom Soccer Jerseys for Teams | No Minimum Order – FastPrintStar

Snippet: FastPrintStar Make the Best Customized Soccer Jersey for You! * No MOQ. Enjoy the convenience of flexible ordering options that allow you to customize soccer je…

URL: https://fastprintstar.com/custom-soccer-jerseys/

2.
Title: Custom Soccer Jerseys for Teams | No Minimum Order

Snippet: The material is both durable and comfortable, perfect for intense matches. Plus, the fit is perfect for all our players. Highly recommend FastPrintStar for anyo…

URL: https://fastprintstar.com/custom-soccer-jerseys/#:~:text=The%20quality%20is%20top%2Dnotch,to%20buy%20custom%20soccer%20jerseys!%22

3.
Title: Custom Soccer Jerseys for Teams | No Minimum Order – FastPrintStar

Snippet: Standout Qualities of Our Custom Jerseys Soccer. Looking for a reliable custom soccer jersey maker that delivers both quality and style? At FastPrintStar, we sp…

URL: https://fastprintstar.com/custom-soccer-jerseys/#:~:text=FastPrintStar%20Make%20the%20Best%20Customized,your%20own%20soccer%20jersey%20today!

4.
Title: Custom Soccer Jerseys for Teams | No Minimum Order

Snippet: FastPrintStar Make the Best Customized Soccer Jersey for You! At FastPrintStar, we take pride in becoming your best maker to create custom soccer jerseys cheap …

URL: https://fastprintstar.com/custom-soccer-jerseys/#:~:text=FastPrintStar%20Make%20the%20Best%20Customized,Quick%20Turnaround

5.
Title: Custom Soccer Jerseys for Teams | No Minimum Order – FastPrintStar

Snippet: FastPrintStar Make the Best Customized Soccer Jersey for You! * No MOQ. Enjoy the convenience of flexible ordering options that allow you to customize soccer je…

URL: https://fastprintstar.com/custom-soccer-jerseys/#:~:text=FastPrintStar%20Make%20the%20Best%20Customized,your%20own%20soccer%20jersey%20today!

6.
Title: Lightspeed Jerseys: Custom Athletic Shirts & Custom Soccer …

Snippet: Fast Turnaround. Most fully sublimated items are printed and shipped in just 7-10 business days.

URL: https://lightspeedjerseys.com/#:~:text=Fast%20Turnaround,just%207%2D10%20business%20days

7.
Title: Shirt Designs, Team Shirts and Custom Soccer Jerseys

Snippet: Order attractive, durable, move-with-you personalized and custom decorated soccer T-shirts and custom soccer jerseys from Broken Arrow T-Shirt Printing and Embr…

URL: https://www.brokenarrowwear.com/catalog/athletics/soccer.html

8.
Title: Jerseys For Soccer – Custom One Online

Snippet: Custom One Online is dedicated to providing teams and fans with the highest-quality custom soccer clothing and soccer jerseys personalized to reflect their team…

URL: https://customoneonline.com/pages/jerseys-for-soccer#:~:text=Custom%20One%20Online%20is%20dedicated,style%2C%20comfort%2C%20and%20performance.

9.
Title: Jerseys For Soccer – Custom One Online

Snippet: Custom One Online is dedicated to providing teams and fans with the highest-quality custom soccer clothing and soccer jerseys personalized to reflect their team…

URL: https://customoneonline.com/pages/jerseys-for-soccer#:~:text=Custom%20One%20Online%20is%20dedicated,style%2C%20comfort%2C%20and%20performance.

10.
Title: Design Custom Soccer Uniforms & Jerseys | VistaPrint

Snippet: Bring your team colors to life with personalized soccer jerseys and kits. * A matching look for your team. Whether you’re looking for designer football shirts f…

URL: https://www.vistaprint.com/clothing-bags/teamwear/soccer#:~:text=Unlimited%20customization%20included,new%20team%20members%20and%20players.

11.
Title: Shirt Designs, Team Shirts and Custom Soccer Jerseys

Snippet: High Quality Affordable Custom Softball Uniforms and Warm-Ups. Let Broken Arrow T-Shirt Printing and Embroidery customize your soccer uniforms and we will guara…

URL: https://www.brokenarrowwear.com/catalog/athletics/soccer.html#:~:text=High%20Quality%20Affordable%20Custom%20Softball,a%20free%20quote%20in%20minutes!

12.
Title: Custom Jerseys – Create Personalized Team Uniforms Online

Snippet: Custom Ink’s Frequently Asked Questions * How do I make customized team jerseys? Creating custom team jerseys online is easy with Custom Ink. Custom Ink offers …

URL: https://www.customink.com/products/team-jerseys/425

13.
Title: Lightspeed Jerseys: Custom Athletic Shirts & Custom Soccer Jerseys

Snippet: Free Names & Numbers Each player can have their own custom item at no additional cost.

URL: https://lightspeedjerseys.com/#:~:text=Free%20Names%20%26%20Numbers,item%20at%20no%20additional%20cost.

14.
Title: Custom Soccer Jerseys – Your Design, Team and Number

Snippet: owayo manufactures custom soccer jerseys, shirts and team uniforms of professional quality. Your soccer jerseys are created according to your exact specificatio…

URL: https://www.owayo.com/custom-soccer-jerseys.htm

15.
Title: Custom Any Name Number 2023-24 FC Kids Soccer Jersey …

Snippet: Report this review. … My son saved up his money to order himself this customized jersey. He loves it and everyone thinks it’s so cool that he has his own name…

URL: https://www.amazon.com/Custom-2023-24-Personalized-Football-Uniforms/dp/B0CN996Y2B#:~:text=Customers%20are%20satisfied%20with%20the,quality…%22%20Read%20more

16.
Title: Custom Soccer Jersey Reviews – ApparelnBags

Snippet: I would recommend this to everyone. … I ordered this full custom soccer uniform for my college sports. It came out to be amazing in quality and the overall lo…

URL: https://www.apparelnbags.com/soccer-team-uniforms/custom-soccer-jersey/product-reviews.htm#:~:text=I%20would%20recommend%20this%20to%20everyone.

17.
Title: Custom Soccer Jerseys | Custom Soccer Uniforms – Wooter Apparel

Snippet: Start Your Custom Order Today! Let us bring your design to life! 📞 CALL: (347) 850-2720 or 💬 Live Chat: Available 24/7 or 📧 Contact a Sales Representative To…

URL: https://wooterapparel.com/soccer#:~:text=Start%20Your%20Custom%20Order%20Today,Call%20us%20now!

18.
Title: Customized Soccer Jerseys, Design Your Own … – owayo

Snippet: $48.00 price per unit. … The F5 Pro Soccer Jersey is our premium slim fit top. Its moisture wicking ultra. dry technology and functional game-ready cut enable…

URL: https://www.owayo.com/design-custom-soccer-jerseys.htm#:~:text=$48.00%20price%20per%20unit&text=Normal%20(%204%20weeks)-,The%20F5%20Pro%20Soccer%20Jersey%20is%20our%20premium%20slim%20fit,through%20the%20whole%2090%20minutes.

19.
Title: Soccer Jersey Customization | WorldSoccerShop.com

Snippet: How Long Does Customization Take? The time between when you place your order and the time the item leaves our warehouse, all customized and looking pretty for y…

URL: https://www.worldsoccershop.com/content/soccer-jersey-customization#:~:text=How%20Long%20Does%20Customization%20Take,if%20we%20expect%20unusual%20delays.

20.
Title: Custom Soccer Jerseys | Create Personalized Soccer Team Uniforms

Snippet: Shop By Brand … ORDERING FOR A GROUP JUST GOT EASIER! Let team members select their own size, name & number with a few easy clicks.

URL: https://www.teamsportswear.com/customsocceruniforms#:~:text=Shop%20By%20Brand&text=ORDERING%20FOR%20A%20GROUP%20JUST,with%20a%20few%20easy%20clicks.

Manus Analysis

Technical Aspects

1. Length Constraints

  • Character Limit: Most snippets are truncated at approximately 160 characters with “…” indicating more content is available
  • Complete Thoughts: Even with truncation, snippets generally contain complete thoughts or sentences
  • Exception for Short Content: When original content is already concise (like Lightspeed’s “Fast Turnaround” snippet), no truncation is needed

2. Position on Page

  • Varied Positions: Snippets are selected from various positions on the page – top, middle, and even bottom sections
  • Prominence Preference: There is a preference for content from prominent positions like headings, feature sections, and conclusion paragraphs
  • Not Just “Above the Fold”: Content from below the initial viewport is frequently selected if it contains relevant information

3. HTML Structure

  • Structured Elements: Snippets often come from structurally significant elements:
    • Headings (H1, H2, H3)
    • Feature highlight sections with icons
    • Bullet points and lists
    • Conclusion paragraphs
  • Formatting Signals: Bold text, subheadings, and other formatting appear to increase selection likelihood

4. Content Combination

  • Single Source: Most snippets come from a single, continuous section of text
  • Content Synthesis: Some snippets (like VistaPrint) combine content from different parts of the page, using markers like asterisks (*) to separate them
  • Fragment Selection: Google AI mode sometimes selects fragments that form a coherent thought even if they’re not consecutive in the original

Content Themes

1. Value Propositions

  • Feature Benefits: Snippets frequently highlight clear value propositions:
    • “No MOQ” (FastPrintStar)
    • “Fast Turnaround” (Lightspeed)
    • “Free Names & Numbers” (Lightspeed)
    • “Unlimited customization included” (VistaPrint)

2. Brand Identity

  • Company Name Inclusion: Many snippets begin with or prominently include the company name:
    • “FastPrintStar Make the Best Customized Soccer Jersey for You!”
    • “Custom One Online is dedicated to providing teams and fans…”

3. Product Descriptions

  • Quality Indicators: Snippets often include quality descriptors:
    • “attractive, durable, move-with-you” (Broken Arrow)
    • “highest-quality custom soccer clothing” (Custom One)

4. Customer-Focused Content

  • Problem-Solution Format: Content that addresses customer needs is frequently selected
  • Direct Address: Snippets often use second-person address (“you”, “your team”)
  • Benefit-Oriented: Focus on how products benefit the customer rather than just features

5. Semantic Relevance

  • Query Alignment: Selected content has high semantic relevance to search queries about custom soccer jerseys
  • Keyword Density: High density of relevant keywords like “custom”, “soccer”, “jerseys”, “team”, “personalized”

Possible Algorithmic Selection Criteria

1. Semantic Relevance Scoring

  • Algorithm likely scores content blocks based on semantic relevance to the search query
  • Sections with highest relevance scores are prioritized for snippet selection

2. Structural Importance Weighting

  • HTML structure appears to influence selection, with headings and highlighted sections given higher weight
  • Content in semantically meaningful HTML elements (like <h1>, <strong>, feature sections) is preferred

3. Content Density Analysis

  • Sections with high keyword density related to the search query are preferred
  • Content that efficiently communicates key information in fewer words is favored

4. Value Proposition Detection

  • Algorithm appears to identify and prioritize content that communicates clear value propositions
  • Features, benefits, and unique selling points are frequently selected

5. Completeness Heuristic

  • Selection favors content that forms complete thoughts even when truncated
  • Beginning sentences of paragraphs are often preferred as they tend to introduce complete ideas

6. Brand Relevance

  • Content that establishes brand identity in relation to the query is prioritized
  • Company names followed by relevant descriptors are frequently selected

7. Position-Based Weighting

  • While content from throughout the page is considered, there may be some weighting based on prominence
  • Headings, introductory content, and conclusion sections appear slightly more frequently

8. Content Synthesis

  • In some cases, the algorithm appears capable of synthesizing non-consecutive content to create more comprehensive snippets
  • This suggests semantic understanding beyond simple text extraction

Unique Observations

  1. Duplicate Snippets: In the case of Custom One Online, identical snippets appeared twice in the results, suggesting possible redundancy in the selection process or multiple matching criteria being satisfied by the same content.
  2. Content Markers: When combining content from different sections, markers like asterisks (*) are used to separate them, indicating a deliberate content synthesis approach.
  3. Consistent Truncation: The ~160 character limit is consistently applied, suggesting a standardized display constraint.
  4. Context Preservation: Even when truncated, snippets maintain enough context to be meaningful and enticing to users.
  5. Varied Selection Strategies: Different selection strategies appear to be employed based on page structure and content type, suggesting a sophisticated multi-factor algorithm rather than a simple rule-based approach.

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