Google Calls AEO and GEO ‘Still SEO’

Google has released a new guidance document aimed at helping website owners understand how to appear in its generative AI features, including AI Overviews and AI Mode. The update builds on earlier documentation from 2025, but this version goes further by giving clearer direction on optimisation approaches and, importantly, on what is no longer considered necessary.

A key message running through the guide is that Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) are not separate disciplines. Instead, Google positions them as part of standard SEO practice.

AEO and GEO are not separate from SEO

Google states that its generative AI features are built on existing search ranking systems, including retrieval-augmented generation and query expansion techniques that draw directly from the main search index.

It is explicit in its terminology: AEO refers to “answer engine optimisation” and GEO refers to “generative engine optimisation,” but from Google’s perspective, both sit within SEO rather than replacing it.

The guidance states that “optimising for generative AI search is optimising for the search experience, and thus still SEO.” This aligns with previous comments made by Google representatives at industry events, but the difference now is that it is formally written into documentation.

Google dismisses several common “AI SEO” tactics

One of the most notable parts of the guide is a myth-busting section where Google directly addresses popular optimisation techniques circulating within the SEO industry.

It makes clear that site owners do not need to adopt specialised approaches such as llms.txt files, AI-specific markup formats, or structured “AI content packaging” methods. Google explains that it does not require machine-readable AI files or additional formats beyond standard web content.

It also rejects the idea that content must be broken into smaller chunks specifically for AI systems. According to the guide, Google’s systems are already capable of understanding full-page context and identifying relevant sections without manual restructuring.

Similarly, it states that rewriting content specifically for AI systems is unnecessary, as Google’s models can interpret synonyms and general meaning without requiring tailored phrasing or keyword variations.

The document also challenges the idea that brands should try to generate artificial mentions across the web. While it acknowledges that AI systems may surface discussions from forums, blogs, and videos, it warns that attempting to manufacture mentions is not an effective strategy due to existing spam and quality systems.

Structured data is not required for AI features

Another key clarification is around schema markup. Google confirms that there is no special structured data required for inclusion in generative AI features.

It reinforces that schema.org markup is not a ranking shortcut for AI visibility. While structured data remains useful for rich results and helping systems understand content, it does not need to be adapted or expanded specifically for AI search.

This point directly challenges a number of emerging GEO-focused strategies that position schema as a primary lever for AI citations.

What Google actually recommends focusing on

Instead of introducing new optimisation frameworks, Google largely reinforces traditional SEO principles.

A major emphasis is placed on producing original, non-commodity content. In simple terms, this means content that offers unique insight or real value rather than repeating widely available information.

Google contrasts generic informational pages with content that provides first-hand experience or deeper analysis, suggesting that originality is more important than formulaic SEO content creation.

On the technical side, the guidance reiterates familiar requirements such as ensuring pages are indexable, using semantic HTML, maintaining good site performance, and following JavaScript SEO best practices. It also highlights the importance of reducing duplicate content and maintaining a strong overall user experience.

For ecommerce and local businesses, Google points to existing tools such as Merchant Center and Google Business Profiles as the primary routes for visibility within AI-driven results.

Early guidance on AI agents and automation

The document also introduces early-stage information about “agentic experiences,” describing AI agents as systems that can carry out tasks on behalf of users, such as bookings or product comparisons.

It notes that these agents may interact with websites in different ways, including analysing page structure and accessibility layers. Google links to additional resources around making websites compatible with agent-based systems and references emerging standards such as the Universal Commerce Protocol.

However, this section is framed as exploratory rather than urgent, suggesting it is intended for future consideration rather than immediate optimisation work.

Why this update matters

This is one of Google’s clearest statements yet on the relationship between SEO, AEO and GEO. By consolidating earlier comments into official documentation, it removes much of the ambiguity that has surrounded AI search optimisation.

The most significant takeaway is that many widely promoted GEO tactics are not required for visibility in Google’s AI features. Approaches such as AI-specific content restructuring, specialised files, or aggressive structured data strategies are explicitly deprioritised.

Instead, Google continues to anchor AI search visibility in established SEO fundamentals: indexable content, technical accessibility, and high-quality information.

It is important to note that this guidance applies specifically to Google’s ecosystem. Other AI platforms may operate differently, and there is still ongoing debate within the wider industry about how content is selected and surfaced elsewhere.

Looking ahead

Google closes its guidance by reminding site owners that success in search does not require following every recommendation in detail. Many pages, it notes, perform well in search and AI features without any advanced optimisation techniques.

Overall, the direction is clear. AI search is not being treated as a separate discipline. Instead, Google is reinforcing the idea that SEO remains the foundation, even as search experiences evolve.