Gary Illyes confirms standard SEO practices sufficient for ranking in AI-powered search features
Google's Gary Illyes has definitively stated that specialized "AI SEO" or alternative optimization strategies like AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization) are unnecessary for ranking in AI Overviews and AI Mode. The search giant confirmed that traditional SEO practices remain sufficient for visibility across all Google search features, including AI-powered results.
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The clarification comes as the SEO community has been debating whether Google's AI-powered search features require fundamentally different optimization approaches. Some practitioners have advocated for new acronyms and specialized strategies, while others maintained that core SEO principles still apply.
According to Kenichi Suzuki, who reported on Google's stance, the company emphasized that AI Overviews and AI Mode are built on the same infrastructure as traditional search. "They utilize the same crawler (Googlebot), the same core index, and are influenced by the same ranking systems," Suzuki explained, noting that Google repeatedly used the phrase "same as above" to reinforce this message.
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Gary Illyes made a particularly significant statement regarding content creation: "We are not trying to differentiate based on origin." This confirms that Google's systems focus on content quality regardless of whether humans or AI created it. The objective remains to "identify and reward high-quality, helpful, and reliable content, regardless of whether it was created by a human or with the assistance of AI," according to Suzuki's report.
Google revealed that AI technology is deeply embedded throughout their search infrastructure, affecting every stage from crawling to ranking. RankBrain helps interpret novel queries, while the Multitask Unified Model (MUM) understands information across various formats including text, images, and video in 75 different languages.
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The company did acknowledge unique processes specific to AI Overviews. These include "query fan-out," which generates multiple queries to provide comprehensive answers, and "grounding," a fact-checking process that verifies generated content against indexed information to prevent AI hallucinations.
"It then uses a process called 'grounding' to check the generated text against the information in its search index, a crucial step designed to verify facts and reduce the risk of AI 'hallucinations,'" Suzuki explained.
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The integration of AI into Google Search isn't new. It began a decade ago with RankBrain and has progressively expanded. However, the recent launch of AI Overviews and AI Mode sparked intense discussion within the SEO community about whether these features required entirely new optimization strategies. Some SEO professionals began promoting concepts like AEO and GEO as necessary adaptations to the AI-powered search landscape.
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Google's clarification effectively settles the debate: traditional SEO remains the foundation for all search visibility, including AI-powered features. This means businesses and content creators can continue focusing on established best practices—creating high-quality, helpful content—rather than pursuing specialized "AI optimization" tactics. The announcement should provide relief to many in the industry concerned about needing to overhaul their strategies, while reinforcing that content quality, not creation method, remains Google's primary ranking consideration.
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