Google on AI in Search: strong SEO still comes first
In May 2026 Google published new guidance on visibility in generative AI features in Search. The message is pragmatic: valuable content and solid SEO fundamentals still matter.
What has changed?
In May 2026, Google published additional guidance for websites that want to remain visible in Search as generative AI features become more prominent. Google stresses that established SEO fundamentals have not suddenly become obsolete.
What does this mean in practice?
For a local business, this is not a reason to chase a new technical trick. The main priorities still include:
- clear, original and useful content that answers real customer questions;
- a technically sound, structured and indexable website;
- accurate local business information where local visibility matters;
- relevant images and other media when they genuinely add value;
- pages with a clear purpose.
Google also challenges the idea that a completely separate set of “AEO” or “GEO” rules is required to appear in AI-powered experiences. Established SEO and quality principles remain foundational.
What does Jolly Worx take from this?
We do not treat SEO as a layer added at the end. Page structure, content, technical quality, internal links, metadata and local relevance should work together from the start.
For businesses, the priority remains straightforward: build a website that is useful to real visitors and understandable to search engines. That is more durable than chasing every new label or trend.
AI is changing how search results are presented, but it makes clear, trustworthy and genuinely useful websites more important, not less.