Google’s John Mueller said optimizing for artificial intelligence-powered search results requires no specific strategy beyond conventional search engine optimization (SEO), dispelling the notion of a separate Generative Engine Optimization (GEO).
The clarification came as businesses increasingly seek methods to rank prominently in AI-based search, leading to the emergence of consultants and services offering GEO strategies.
Mueller, a search advocate at Google, indicated that from Google’s perspective, no special actions are necessary for AI search beyond what is already done for regular SEO.
Google’s AI search results directly derive from its existing crawled index, pulling information from top search results and related queries, according to Mueller.
The company’s stance suggests that the foundational principles of SEO, such as quality content and technical optimization, remain paramount for visibility in both traditional and AI-driven search environments.
Many SEO plugins have begun offering features like LLMs.txt generation, a file that search engines or AI chats do not actually utilize, highlighting a misunderstanding in the market.
Industries heavily reliant on Google for discovery, such as adult content and gambling, have questioned whether GEO might be irrelevant for their specific niches, given Google’s existing indexing methods.
Google has consistently maintained that its search algorithms prioritize relevance and authority, principles that apply uniformly across its various search functionalities, including those incorporating AI.
Source: Search Engine Journal
