For the first time, Google Search has published a guide on how to optimise for generative AI search.
There’s been no shortage of opinions on the topic – ours included – but now Google has published their perspective, acknowledging what helps, highlighting where business owners and digital makretings should prioritise their efforts and pushed back on some common “myths” in relation to GEO optimisation.
Below is our breakdown of what Google said, what it means, and what you can be doing to improve your performance in AI search.
Do SEO Fundamentals Still Matter?
It’s a question that’s been asked a lot lately, and unsurprisingly, Google was firm in its answer: Their generative AI features in Search are built on the same core ranking and quality systems that have always underpinned SEO.
Put simply: SEO fundametls cary over to AI Searh.
The mechanics behind this are worth understanding.
Google’s AI responses are generated using a technique called Retrieval-Augmented Generation (RAG), where the AI pulls from Google’s existing Search index – ranked and filtered by the same systems SEOs have always worked with – to generate its responses.
In other words, if your content isn’t indexed and ranking, it won’t appear in AI responses either.
Google also notes that terms like GEO and AEO are, from their perspective, still just SEO.
Optimising for AI search is optimising for the search experience – full stop.
How Google Advises Approaching Optimising For AI Search
Create Content That Only You Can Create
This is arguably the most important note in the entire guide. Google draws a clear line between commodity content and non-commodity content.
Commodity content is the stuff anyone could write – or that AI could generate in seconds. Think “5 signs you need to see a dentist”
It’s based on common knowledge, adds little unique insight, and could have come from anywhere.
Non-commodity content is the opposite. It’s content that draws on real experience, genuine expertise, or a perspective that isn’t easily replicated.
A dentist writing about the most commonly missed early signs of gum disease based on years of patient cases, or an honest breakdown of what a root canal actually costs and feels like from someone who’s an authority on the topic – that’s the kind of content Google’s AI systems are looking to surface.
The simple test Google suggests: would your visitors find this satisfying? If yes, you’re on the right track.
Build A Clean Technical Foundation
Google is clear that the way Search finds and processes your pages is the core of how its AI systems access your content. A few things worth having in order:
- Your pages need to be indexed and eligible to appear in Search with a snippet
- Content needs to be crawlable – if Google can’t access it, it won’t appear in AI responses
- Pages should load well across all devices and be easy to navigate
- Reduce duplicate content where you can
Conceptually, there is nothing groundbreaking here, but Google is reinforcing that technical hygiene remains the baseline for AI search visibility.
Don't Overlook Your Local & Ecommerce Details
Google notes that AI responses can include product listings and local business information.
Keeping your Google Business Profile and Merchant Center feeds accurate and up to date gives your products and services the best chance of appearing in both AI responses and standard Search results.
What Google Says You Don't Need To Do To Perform In AI Search
Google dedicated a section of their guide to “myth-busting” common GEO practices. It’s worth noting that these are Google’s stated views on what does and doesn’t work specifically within Google Search.
- llms.txt files: Google states you don’t need to create machine-readable AI text files to appear in generative AI search. They may be crawled and indexed, but aren’t treated in any special way.
- Content chunking: No need to break content into small pieces for AI to better understand it. Google’s systems can understand multiple topics on a single page.
- Rewriting content for AI: Google’s AI can understand synonyms and general meaning, so you don’t need to rewrite content specifically for AI systems or chase every keyword variation.
- Inauthentic brand mentions: Seeking manufactured mentions across blogs, forums, and third-party sites isn’t effective. Google’s systems are built to reward quality and filter spam.
- Overfocusing on structured data: This blog claims that structured data isn’t required for AI search. Google still recommends using it as part of a broader SEO strategy, but it isn’t a lever for generative AI visibility specifically.
It’s worth keeping in mind that this reflects Google’s stated position – not an independent audit of what works.
The SEO industry will continue to test and form its own views, and some of these practices may well have merit that isn’t reflected here.
Keen to get your brand AI-ready for the new frontier of search?
The team at nimbl are at the forefront of adapting SEO strategy to the evolving world of AI search. Explore our AI SEO solutions, alongside our other SEO services for a comprehensive digital presence that keeps pace with both traditional, and AI search.
