Google Leaders Share Insights on AI in Search and the Future of SEO
Google’s LLM Integration Architecture Revealed
Google’s Search Relations team, including John Mueller, Daniel Weisberg, Moshe Samet, and Eric Barbera, shared insights on the company’s use of large language models (LLMs) during the Google Search Central Live conference in Madrid. Mueller explained the process, which involves Retrieval Augmented Generation (RAG) and grounding, to build AI-powered search answers. The process works in four steps:
- A user enters a question.
- The search engine finds the relevant information.
- This information is used to “ground” the LLM.
- The LLM creates an answer with supporting links.
This system is designed to keep answers accurate and tied to their sources, addressing concerns about AI-generated errors.
No Special Optimization Required for AI Features
Google made it clear that no extra tweaks are needed for AI features. The key points are:
- AI tools are still new and will continue to change.
- User behavior with AI search is still growing.
- AI data appears with traditional search data in Search Console.
- There is no separate breakdown, much like with featured snippets.
- Google encourages reporting any unusual issues, but sticking to your current SEO best practices is enough for now.
Structured Data Remains Essential in an AI World
Despite advances in AI, structured data is important. Google advised that you should:
- Keep using supported structured data types.
- Check Google’s documentation for the right schemas.
- Understand that structured data makes it easier for computers to read and index your content.
- Even though AI can work with unstructured data, using structured data gives you a clear advantage in search results.
Controlling AI-Driven Presentations of Content
For site owners who are cautious about how their content shows up in AI features, Google explained several ways to control it:
- Use the robots nosnippet tag to opt out of AI Overviews.
- Add a meta tag like
- Wrap certain content in a
- Limit the amount of text shown with the meta name="description" content="brief summary">
These options work just like the controls for traditional search snippets.
Reporting & Analytics for AI Search
Google’s approach to reporting was also discussed. According to Google’s slides shared by Solis:
- AI search data is included with overall Search Console data.
- There is no separate report just for AI features.
- Breaking out AI data separately might cause more confusion for users.
- There are no plans to report Gemini usage separately due to privacy issues, though this might change if new patterns are seen.
LLMs.txt and Future Standards
There was a discussion about a potential file called LLMs.txt, which would work like robots.txt but control AI usage. Mueller noted that this file “only makes sense if the system doesn’t know about your site.” The extra layer might be unnecessary since Google already has plenty of data about most sites.
SEO’s Continuing Relevance in an AI-Powered World
The conference made it clear that basic SEO work is still crucial. Key points include:
- Core SEO tasks such as crawling, indexing, and content optimization remain.
- AI tools add new capabilities to digital marketing rather than replacing old methods.
- SEO professionals can use their skills in a changing landscape.
Industry Implications
The big message is to keep delivering quality content and solid technical foundations. Although AI brings new challenges, the goal of serving users well does not change. Some challenges remain, such as not having separate reports for AI features. However, as these features mature, more precise data may soon be available.
Conclusion
Google’s focus on user needs while adding new features and the importance of structured data and basic SEO work are key takeaways from the conference. SEOs should continue using structured data, following their proven SEO practices, and keeping up with new developments.
FAQs
Q: Do I need to make special optimizations for AI features?
A: No, Google encourages sticking to your current SEO best practices.
Q: Can I control how my content shows up in AI features?
A: Yes, use the robots nosnippet tag, add a meta tag, wrap certain content in a
Q: Will I have separate reports for AI features in Search Console?
A: No, AI search data is included with overall Search Console data, and there are no plans to report Gemini usage separately due to privacy issues.
Q: What is LLMs.txt, and how does it work?
A: LLMs.txt is a potential file that would control AI usage, but it might be unnecessary since Google already has plenty of data about most sites.
