This guide provides best practices from Google Search on how to succeed in generative AI features like AI Overviews and AI Mode.
Is SEO Still Relevant?
Yes, SEO remains relevant as generative AI features are rooted in core Search ranking and quality systems. These features use AI techniques like:
- Retrieval-Augmented Generation (RAG): Improves AI response quality by retrieving relevant web pages from the Search index.
- Query Fan-out: Generates related queries to fetch additional relevant search results.
Foundational SEO Best Practices
Reframing SEO best practices for AI systems:
Create Valuable, Non-Commodity Content
- Provide a unique point of view.
- Create helpful, reliable, people-first content.
- Organize content for readability with paragraphs, sections, and headings.
- Add high-quality images and videos, following image and video SEO best practices.
- Focus on user satisfaction and avoid overdoing it.
- Adhere to Search Essentials and spam policies when using AI tools for content creation.
Build and Maintain a Clear Technical Structure
- Meet Search technical requirements: Ensure pages are indexed and eligible for snippets.
- Follow crawling best practices: Make content crawlable for AI models.
- Use semantic HTML for human readability.
- Follow JavaScript SEO best practices.
- Provide a good page experience across all devices.
- Reduce duplicate content.
- Use Search Console to discover and diagnose technical issues.
Optimize Local Business and Ecommerce Details
- Use Merchant Center and Google Business Profiles to enhance visibility in AI responses and Search results.
Mythbusting Generative AI Search
Debunking common misconceptions:
- No need for LLMS.txt files or special markup.
- “Chunking” content is unnecessary.
- Rewriting content specifically for AI systems is not required.
- Avoid seeking inauthentic “mentions.”
- Overfocusing on structured data is not essential.
Explore Agentic Experiences
- Consider AI agents (autonomous systems) and browser agents.
- Review agent-friendly website best practices.
- Stay informed about protocols like Universal Commerce Protocol (UCP).
Next Steps
- Prioritize foundational SEO best practices.
- Create non-commodity, helpful, reliable, people-first content.
- Focus on effective SEO strategies over “AEO/GEO hacks.”
- Explore agentic experiences.
Stay Informed
- Google Search Central Blog
- Google Search Central on LinkedIn and X (Twitter)
- Google Search Central Help Forum
- Google Search Central YouTube Channel