The question on a lot of people’s lips with the advent of AI search is, ‘What do we need to do differently?’ The answer that I’ve been giving people forever is: well, not a lot, really. You still need to be an excellent company, make your information as clear as possible, and be mindful of building authority so that Google takes you seriously.
Google’s Strange Position
‘How do I do well in generative AI search?’ is a question that a great number of people are asking Google at the moment. Google has recently updated its documentation with an article called ‘Optimising for Generative AI Features on Google Search‘, because they love a snappy title, those wacky people at Google.
In the article, they acknowledge that the way people search is changing. Google is in such a strange position because they are simultaneously inventing the future and trying to respond as quickly as possible to what people actually want.
Remembering the Human Element
I think this is a key part of search engine optimization that people forget. Google is only ever trying to understand what humans want. We tend to get a bit obsessed with what Google wants. But by remembering the best client relationships you’ve had and all your best sales experiences, you’ll be able to align yourself with what Google is looking for anyway.
In the article, Google makes it very clear that the best practices for search marketing are still 100% relevant. They also give some nice bits of information that give me hope for the future, especially for the future of creativity and individuality.
A lot of what I consider boring search optimisation work (by other people) is focused on trying to be everything to everyone. As any marketing expert will tell you, if you’re trying to appeal to everyone, then in reality you’re appealing to no one.
Flying Your Freak Flag
In this article from Google Search Central, the tech giant is encouraging us to fly our freak flags. When drilling into details about what makes content unique and valuable, they acknowledge that there is no single answer. They are interested in content that goes beyond just listing facts that might be common knowledge.
They’re saying they can see the value in content that actually takes a stand, gives an opinion, and expresses something individual. That way, instead of being a boring list of freely available data, your article becomes something that AI cannot replicate. It becomes characterful. It becomes unique.
Stop Answering Every Question
Something that made me smile is Google saying, ‘stop trying to answer all the questions.’ If you think you’re going to win in the days of AI search by answering every possible variation of a question your prospects might type, you’re going to lose.
Google has never outright said they don’t like AI-generated content. In fact, they say they don’t care how your content is created, as long as it has personality, speaks with authority, and is genuinely useful. However, they do say quite clearly that if you use generative AI to create tonnes of content that answers all the questions from all the angles, they are not going to look on it kindly.
Remember, Google doesn’t punish anyone, despite what some old-world SEO practitioners might tell you, but they do disregard you if they think you’re trying to game the system.
The Bill and Ted Approach to SEO
So, this article doesn’t really tell us anything new. Good search optimisation has always been done along the lines of the Bill and Ted mantra: ‘Be excellent to each other.’
I find it quite encouraging that Google is reassuring us that the foundational part of any good digital strategy is simply building a brilliant company. I’ve been saying this for years: optimization is only a useful tool for amplifying excellence. It can’t conjure it.
Last Updated on May 18, 2026
