Google: Structured Data Still Key in AI Search

Google’s recent AI search update has confirmed that no special optimisations are required for AI features. Despite the advancements in AI, Google maintains that traditional SEO practices remain sufficient for most content.

Google continues to recommend using supported schema types to ensure that search engines can efficiently understand and process your content. By following these recommendations, websites can help Google better interpret their pages for more accurate indexing.

While AI is playing a larger role in search results, Google emphasises that no additional effort is needed to optimise specifically for AI features. This suggests that the integration of AI is designed to work with existing SEO techniques rather than requiring new strategies.

Ultimately, Google’s stance is that structured data and standard SEO practices are still key in achieving optimal search visibility, even as AI continues to enhance search results. This update reassures website owners and SEO professionals that their current strategies are still effective in this new search era.

During this week’s Google Search Central Live conference in Madrid, Google leaders shared valuable insights on the role of AI in search and its implications for the future of SEO.

The event, which was closely covered by Aleyda Solis, provided a deep dive into the latest developments in the search world. Solis attended the conference and compiled the key takeaways from the presentations.

The conference featured talks from key members of Google’s Search Relations team, including John Mueller, Daniel Weisberg, Moshe Samet, and Eric Barbera. Each of them discussed how AI is shaping the search landscape and what this means for SEO professionals moving forward.

Google’s LLM Integration Architecture Revealed

Mueller shared insights into how Google is leveraging large language models (LLMs) to improve search results. He explained that Google uses a technique called Retrieval Augmented Generation (RAG) alongside grounding to build AI-powered answers for users.

According to Mueller’s slides, the process operates in four distinct steps:

A user enters a query or question.
The search engine identifies the most relevant information.
This information is then used to “ground” the LLM, ensuring accuracy.
Finally, the LLM generates an answer, complete with supporting links to the original sources.

This approach is designed to ensure that the answers provided are accurate and properly attributed, addressing concerns about the potential for AI-generated errors in search results.

No Special Optimization Required for AI Features

Despite the progress made in AI technology, structured data continues to play a crucial role in search engine optimisation. During the conference, Google provided key advice for webmasters and SEO professionals:

Firstly, it’s important to continue using supported structured data types.

Google also recommends regularly checking their documentation to ensure you’re using the correct schemas.

Structured data makes it easier for computers to read, understand, and index your content, ultimately improving its visibility.

While AI can process unstructured data, using structured data still provides a significant advantage when it comes to ranking higher in search results.

Controlling AI-Driven Presentations of Content

For website owners who are concerned about how their content appears in AI-driven features, Google provided several methods for exercising control:

One option is to use the “robots nosnippet” tag, which allows you to opt out of AI Overviews.

Alternatively, you can add a meta tag, such as <meta name=”robots” value=”nosnippet”>, to prevent snippets from appearing in search results.

Another method involves wrapping specific content in a <div data-nosnippet></div> tag, which will help you control how your content is displayed.

If you want to limit the amount of text shown in search results, you can use a meta tag like <meta name=”robots” value=”max-snippet: 42″>.

These controls function in much the same way as the traditional controls for search snippets.

Reporting & Analytics for AI Search

Google’s approach to reporting was also discussed during the event. According to slides shared by Solis, AI search data is included within the overall Search Console data.

At present, there is no separate report specifically for AI features. Google explained that breaking out AI data separately could potentially cause confusion for users.

Additionally, there are no immediate plans to report Gemini usage separately due to privacy concerns. However, this stance may change in the future if new patterns or insights emerge.

LLMs.txt and Future Standards

During the conference, there was a discussion about the potential introduction of a file called “LLMs.txt,” which would function similarly to the robots.txt file but specifically control AI usage.

Mueller noted that this file would “only make sense if the system doesn’t know about your site,” suggesting it might not be necessary.

This extra layer of control could be redundant, given that Google already has extensive data on most websites. For training purposes related to Gemini and Vertex AI, Google now uses a user-agent token in robots.txt, which does not impact search rankings.

SEO’s Continuing Relevance in an AI-Powered World

The conference emphasised that fundamental SEO practices remain vital. Key points highlighted during the event include the continued importance of core SEO tasks such as crawling, indexing, and content optimisation.

While AI tools introduce new capabilities to digital marketing, they are not intended to replace traditional methods. Instead, they complement existing strategies.

For SEO professionals, the evolving landscape offers an opportunity to integrate AI tools without abandoning proven techniques. This reassurance suggests that with a strong foundation in SEO, adapting to new technologies is entirely possible without the need for a complete overhaul of strategies.

Industry Implications

Solis’s coverage highlights that Google remains focused on meeting user needs as it introduces new features. The overarching message is clear: continue delivering high-quality content and maintaining a solid technical foundation. While AI presents new challenges, the core goal of serving users effectively remains unchanged.

There are still some challenges to navigate, such as the lack of separate reports for AI features. However, as these features evolve, more detailed data may become available in the future.

In the meantime, SEOs should stick to using structured data, follow their proven SEO strategies, and stay updated on new developments in the field.

For a deeper dive into the conference insights, you can explore the full coverage on Solis’ website.