Google confirms what you MUST do to optimize content for AI-powered generative search
FOTOARTE: MERCA2.0
How do you optimize content to be cited in generative AI search results? That’s the question many SEOs and brands are asking as conversational search continues to grow. On that topic, Google confirmed that optimization for AI-powered generative search is not different from traditional SEO. That’s what Nick Fox, Senior Vice President of Knowledge & Information at Google, said in a recent interview on the AI Inside channel, hosted by Jason Howell and Jeff Jarvis.
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Fox addressed key topics such as Google’s relationship with media outlets, web traffic, and how content creators must adapt to the new digital paradigm.
What did Google say about how to optimize content for AI search?
When asked directly how to rank content in AI-powered generative search experiences, Nick Fox was clear: “The way to optimize to do well in Google’s AI experiences is very similar, I would say, to doing well in traditional Search. And it really comes down to creating a great website and great content.”
According to the executive, the rules of SEO still apply to gaining visibility in Google’s AI Overviews and AI Mode results: build a high-quality site and produce relevant content.
Will Google pay media companies to train its AI models?
During the interview, Jeff Jarvis asked whether Google planned a standardized licensing model so publishers could monetize content used by AI. Fox’s response ruled out—for now—any model different from what the search engine currently maintains. “I think the foundation of Google’s collaboration with news organizations and websites in general will be traffic and links within these experiences.”
Although Google does not rule out new collaboration models, its main strategy will continue to be driving clicks and sending traffic to publishers. Fox noted that Google currently has commercial agreements with more than 3,000 organizations across more than 50 countries, which shows an intention to work with a wide diversity of publishers.
Jarvis also questioned whether publishers should change their content mindset as AI advances. Fox responded by reaffirming Google’s commitment to quality journalism: “I deeply believe, we deeply believe, that journalism is important and that it’s important for society. It’s important for accuracy. It’s important for all of this. That’s why it’s essential that we find a model that really works and supports the creation of high-quality content.”
According to Fox, the model must be sustainable to ensure the production of verified and valuable journalism. Google is betting on traffic as the main form of collaboration, supported by commercial agreements in some cases.
Google dismisses claims that AI Mode will cause traffic loss
Recent studies have warned about a drop in organic traffic for publishers. Research from Seer Interactive found that organic clicks dropped by 61% on searches featuring AI Overviews, while ad clicks decreased by 68%. Fox, however, questioned the validity of those reports.
Fox said the effects of AI on traffic vary by site and that some studies were “cherry-picked” and based on “one-offs.” He even noted that other analyses showed AI increased traffic to certain pages.
