Google: Sites Can Skip Geo, Focus on SEO
▼ Summary
– Google’s John Mueller clarified that no special actions are required for Generative Engine Optimization beyond standard SEO practices.
– The article notes a surge in consultants selling AI search optimization services, despite Google stating these efforts are redundant.
– Many SEO plugins now generate LLMs.txt files to direct large language models, although the article claims this is largely unnecessary.
– Mueller explained that Google’s AI search results are derived directly from the existing crawled index rather than a separate system.
– Consequently, businesses do not need to implement unique strategies to rank in AI-generated responses since they rely on regular search rankings.
Generative Engine Optimization (GEO) has become a buzzword in the digital marketing world, with businesses eager to understand how to rank within AI-driven search interfaces. While consultants have emerged to capitalize on this demand and established SEO professionals are increasingly offering related services, Google’s stance remains grounded in traditional optimization principles. According to John Mueller, Google’s Webmaster Trends Analyst, there is no distinct methodology required for AI-based search ranking that differs from standard practices.
The market response to the rise of AI search has been swift. With clients ready to pay for new strategies, service providers have rushed to fill the gap. Many now offer tools such as generating LLMs.txt files, which are intended to guide large language models toward optimized content. However, these specific files are not utilized by major search engines or AI chatbots. Despite their lack of technical utility, the services persist because they meet customer expectations for specialized attention.
This disconnect between perceived necessity and actual requirement was highlighted when a user on Bluesky, identified as @galloni.net, asked Mueller if there were specific sectors where GEO is irrelevant. The inquiry focused on industries like adult entertainment or gambling, where Google traditionally drives significant traffic and discovery. The question implied that these niche areas might be exempt from the pressures of optimizing for generative AI responses.
Mueller clarified that the nature of Google’s AI search results does not warrant special treatment. He stated:
“I’m not quite sure what you’re asking; from our POV there’s nothing really special you need to do for generative AI responses in search.”
The reasoning behind this position lies in how Google constructs its AI summaries. These results are not generated from a separate, isolated database but are pulled directly from the existing crawled index. The system selects top-ranking results for a specific query and includes additional “fan-out” results, which are typically related searches or supplementary information relevant to the user’s intent.
Because the AI output is derived entirely from the same index used for conventional organic search, the requirements for visibility remain unchanged. Publishers and businesses do not need to implement unique strategies to appear in AI-generated snippets. Success in this arena continues to rely on traditional SEO fundamentals, ensuring that content is high-quality, relevant, and properly indexed. Consequently, efforts should focus on maintaining strong overall search performance rather than chasing trends associated with generative AI optimization.
(Source: Search Engine Journal)
