It’s been hard to keep up over the past few months. GEO, AEO, LLMO, AI SEO. Every week brings a new acronym, every week new “experts” on LinkedIn with lists of things you’re supposed to follow. And in the meantime, you might be wondering: do I suddenly have to change everything? Is everything we’ve done for SEO suddenly worthless?
The short answer: no. And Google now says so itself.
Google has finally laid its cards on the table
Google recently published a detailed official article in which it explains for the first time exactly how generative AI search results work and how websites can adapt to them. The most important sentence in the entire article:
“From Google Search’s perspective, optimizing for generative AI search is optimizing for the search experience, and therefore still SEO.”
To put it simply: GEO is just SEO. It’s not a new field, and there are no new tricks. The fundamentals remain exactly the same.
That’s quite remarkable, because in recent months it almost seemed as though SEO needed to be reinvented. The opposite is true: AI Overviews and Google’s AI Mode still run on the same search index, the same ranking systems, and the same quality assessments as regular search results. AI doesn’t pull random content from the internet. It uses existing search results as source material via a technique called RAG (Retrieval-Augmented Generation). Simply put: if your page currently ranks poorly in Google, you won’t suddenly show up in AI answers either.
So what does Google say actually works in AI Search?
In the article, Google places a strong emphasis on one thing: unique expertise. Not generic summaries that AI could write itself, but content that truly adds value. For example:
- Personal experiences and real-world examples
- Original insights you won't find anywhere else
- Firsthand practical expertise
- Tangible results and specific context
Google cites the following as an example of what doesn’t work: “7 tips for first-time homebuyers.” That kind of content has been done a thousand times before; AI can summarize it on its own without needing your website. What does work: “Why our conversion rate increased by 40% after we moved a single button.” That’s specific, original, and based on real-world experience. And hard to copy. Exactly the kind of content we build at JKC as part of a well-thought-out content strategy.
A concrete example: V-STEP in ChatGPT
This isn’t just theory. One of our clients, V-STEP, already appears prominently in ChatGPT when people search for “best ship simulator” and “how to download ship simulator.” Two very different search queries, one consistent result: V-STEP is mentioned time and again as a relevant source. Check out the case study to see how we built the website. Not because we did anything special for AI, but because the website has strong, specific content with real authority within a niche. That’s exactly what Google and AI search engines reward: relevance, expertise, and trust. The foundation of good SEO. Nothing more, nothing less.
Popular GEO hacks you can just skip
In the article, Google also debunks a number of persistent GEO myths that have been circulating in recent months. Good to know:
llms.txt is not required
More and more websites are adding an llms.txt file to “help” AI systems. Google is clear on this: it’s not necessary. You don’t need to do this for Google’s AI products.
Breaking content down into small blocks is not a ranking factor
It’s often claimed that AI only understands short, scannable content. Google says the opposite: their systems are perfectly capable of understanding multiple topics and context within a single page. Write for people, not for robots.
There is no need to write endless long-tail variations
You don’t need to list every possible search query individually. AI is getting better and better at understanding context and synonyms. Search intent and semantic relevance are becoming more important. Exact keyword variations are becoming less and less relevant.
What remains important?
Technical SEO doesn’t change. AI results don’t exist without crawlable content. Google emphasizes that the following remains just as relevant for SEO and AI:
- Indexability and crawlability of your website
- Page speed and mobile usability
- Clear site structure without duplicate content
- High-quality content backed by genuine expertise
- Reliable backlinks from relevant sources
Does that list sound familiar? That’s because it’s exactly what JKC has been doing for clients for years. No hype, no shortcuts. Just solid work that stands the test of time. Read more about how we approach SEO.
What does this mean for your website?
If you already have a website that’s well-structured, technically sound, and features content that truly showcases your expertise, then there’s no need to panic about GEO. You’re already on the right track. Not sure if your website meets these criteria? Take a look at what we’ve done for similar companies.
- Take a critical look at your content: is it generic, or is it truly your own?
- Include real-world examples and concrete results wherever possible
- Make sure Google can crawl and index your pages properly
- Stop writing content for algorithms. Write for people who want to solve a problem
Are you unsure whether your website is ready for Google AI Overview and the latest search trends? At JKC, we keep track of these developments every day. From our offices in Eindhoven, Rotterdam, and Atlanta, we work with clients who want to grow their online presence—both now and in the future. Feel free to contact us for a no-obligation consultation.
Would you like to know how to use AI to support your own business strategy? Then be sure to read our blog post on the Big Mac Index as an AI tool for international pricing strategy.
Frequently Asked Questions About GEO and AI Search
What is the difference between GEO and SEO?
GEO stands for Generative Engine Optimization: optimizing your website for AI search engines such as Google AI Overview and ChatGPT. According to Google itself, however, the difference is minimal. At its core, GEO is simply good SEO: relevant content, technical health, and genuine expertise. The principles are identical; only the way results are displayed has changed.
Do I need to make any changes to my website for Google’s AI results?
Not if you’ve already got the basics covered. Google has confirmed that AI Overviews are powered by the same search index as regular results. Here’s what you can do: make your content more specific, include your own experiences, and ensure your website is technically sound. Generic tricks like llms.txt or “chunking” content aren’t necessary.
How can I make myself visible in ChatGPT or other AI tools?
By doing what has always worked: creating strong, targeted content that establishes genuine authority within your niche. AI tools draw their information from indexed sources on the internet. Websites with clear expertise, strong backlink profiles, and unique content are cited as sources more often. A solid SEO foundation is therefore the starting point. See how we approach this on our solutions page.
Is SEO still relevant now that AI is taking over search?
Absolutely. SEO is more relevant than ever, but the bar for quality is getting higher. Generic content that AI can generate on its own is losing value. Content that demonstrates genuine expertise, practical experience, and original insights is gaining ground. The fundamentals haven’t changed. It’s just that superficial content is having a harder time.
