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Google has released an official help document aimed at website owners who want to understand how to show up in its generative AI features — including AI Overviews and AI Mode.
The guide, named Optimizing your website for generative AI features on Google Search, pulls together a lot of advice Google has shared across blog posts, videos, and events over the past couple of years — but this is the first time it’s been packaged into one clear reference document.
What’s in the document?
Here’s a quick rundown of what the guide covers:
SEO is still relevant
Google is clear that its generative AI features are built on top of the same core ranking systems as standard search. Following SEO best practices remains the right approach — whether you’re optimising for traditional results or AI-generated responses.
Create valuable, non-commodity content
This is the biggest emphasis in the guide. Google wants content that offers a unique point of view, draws on firsthand experience, and goes beyond what’s already widely available. It specifically calls out “commodity content” — generic, common-knowledge pieces that add little unique value — as something to move away from. Content should be organised for human readers, backed by high-quality images and video where relevant, and focused on what your actual audience wants.
Build and maintain a clear technical structure
Pages need to be indexed and crawlable to appear in AI-generated results. Google also covers page experience, mobile display, JavaScript best practices, semantic HTML, and reducing duplicate content. Nothing new here — but it confirms all of this still applies.
Optimise your local business and eCommerce details
Google Business Profile and Merchant Center data can feed directly into AI-generated responses. Keeping this information accurate and up to date gives local and product-based businesses a better chance of appearing.
Mythbusting — what you don’t need to do
This is arguably the most useful section for cutting through the noise. Google explicitly says you do NOT need to:
- Create llms.txt files or other “special” AI markup
- “Chunk” your content into smaller pieces for AI
- Rewrite content specifically for AI systems
- Chase inauthentic brand mentions
- Over-invest in structured data purely for AI visibility
Why does this matter?
This document is a good reference point for anyone trying to make sense of the growing number of terms — AEO, GEO, AI search optimisation — being thrown around in the industry. Google’s position is straightforward: it’s all still SEO. The same fundamentals apply.
If you’ve been tempted by tactics like llms.txt files or AI-specific content rewrites, this guide is a clear signal from Google that those aren’t the right focus. What matters is the same thing it’s always been — useful content, a technically sound website, and a good experience for your visitors.
You can read the full guide on Google Search Central.
What Should You Actually Focus On?
Google summarises its own guidance well: plenty of content already succeeds in Google Search — including AI-powered features — without any overt SEO at all. You don’t need to do everything in the guidelines to see results.
The honest summary of what Google wants:
- Keep doing foundational SEO — it’s the base layer for AI search too
- Create content that reflects genuine expertise and firsthand experience
- Ignore tactics that aren’t supported by how Google actually works
- Make sure your site is technically sound and crawlable
- Keep local and product data current
If you want to see how much traffic AI search is already sending your way, you can also track AI traffic to your website for free — useful context before deciding how much effort to invest.
If you’d like help applying these guidelines to your specific website — whether that’s an SEO audit, content review, or AI search strategy — our AI search optimisation service is a good place to start. Or get in touch with us directly and we’ll take a look at what’s working and what needs attention.
Conclusion
Google’s message on AI search is clearer than most of the commentary around it: the fundamentals haven’t changed. Good content, a crawlable site, and a genuine focus on your audience are still what matters most.
What has changed is that AI systems are better at understanding relevance — which means low-quality, recycled, or manipulative content is less likely to work than ever. Unique perspectives, real expertise, and well-structured pages are what both users and Google’s AI systems respond to.
The business owners who’ll do best in AI-powered search are the same ones who’ve always done well in Google Search: those who actually know their subject and share it well.
If you’re not sure where your site stands, reach out to the team at Local Digital Experts — we’ll give you a straight answer.