Over the past few months it has been almost impossible to keep up. GEO, AEO, LLMO, AI SEO. A new acronym every week, and every week new “experts” on LinkedIn with lists you are supposed to follow. And meanwhile you may be wondering: do I suddenly have to change everything? Is everything we did for SEO worthless all of a sudden?
The short answer: no. And Google now says so itself.
Google has finally put its cards on the table
Google recently published an extensive official article in which it explains for the first time, in concrete terms, how generative AI search results work and how you can respond to them as a website. The most important sentence in that whole piece:
“From Google Search’s perspective, optimizing for generative AI search is optimizing for the search experience, and thus still SEO.”
In plain terms: GEO is simply SEO. No new profession, no new tricks. The foundation stays exactly the same.
That is fairly remarkable, because over the past few months the idea took hold that SEO had 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 does not pull random content off the internet. It uses existing search results as source material through a technique called RAG (Retrieval-Augmented Generation). Put simply: if your page ranks poorly in Google now, it will not suddenly show up in AI answers either.
What does work in AI Search according to Google?
In the article, Google puts strong emphasis on one thing: unique expertise. Not generic summaries that AI could write itself, but content that genuinely adds something. Think of:
- Your own experiences and real-world examples
- Original insights you will not read anywhere else
- First-hand expertise from practice
- Concrete results and specific context
As an example of what does not work, Google mentions: “7 tips for first-time home buyers.” That kind of content already exists a thousand times over, and AI can summarize it itself without needing your website. What does work: “Why our conversion rate rose by 40% after we moved one button.” That is specific, original and drawn from practice. 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 is not theory. One of our clients, V-STEP, is already actively found in ChatGPT when people search for ‘best ship simulator’ and for ‘how to download ship simulator’. Two very different queries, one consistent result: V-STEP is named as a relevant source time and again. Take a look at the case 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 is exactly what Google and AI search engines reward: relevance, expertise and trust. The basis of good SEO. Nothing more, nothing less.
Popular GEO hacks you can simply skip
In the article Google also deals directly with a number of persistent GEO myths that have been going around in recent months. Good to know:
llms.txt is not necessary
More and more websites are adding an llms.txt file to “help” AI systems. Google is clear about this: not necessary. You do not have to do this for Google’s AI products.
Splitting content into small blocks is not a ranking factor
Many people claim that AI only understands short, scannable content. Google says the opposite: their systems handle multiple topics and context within one page just fine. Write for people, not for robots.
Writing endless long-tail variations is unnecessary
You do not have to write out every conceivable query separately. AI understands context and synonyms better and better. Search intent and semantic relevance are becoming more important. Exact keyword variations are becoming less and less relevant.
What stays important?
Technical SEO is not changing. AI results do not exist without crawlable content. Google emphasizes that the following stays just as relevant for SEO and AI:
- Indexability and crawlability of your website
- Page speed and mobile friendliness
- A clear site structure without duplicate content
- Quality content with real expertise
- Trustworthy backlinks from relevant sources
Does that list look familiar? That is because it is exactly what JKC has been doing for clients for years. No hype, no shortcuts. Just solid work that holds up. Read more about how we approach SEO.
What does this mean for your website?
If you have a website that is well built, technically sound and full of content that really says something about your expertise, there is no reason to panic about GEO. You are already on the right track. Not sure whether your website meets that bar yet? Then take a look at what we have done for comparable companies.
- Look critically at your content: is it generic, or is it really yours?
- Add real-world examples and concrete results wherever you can
- Make sure Google can crawl and index your pages properly
- Stop writing content for algorithms. Write for people who want to solve a problem
Wondering whether your website is ready for Google AI Overview and the latest search developments? At JKC we follow this daily. From Eindhoven, Rotterdam and Atlanta we work for clients who want to grow online, now and later. Feel free to get in touch for a no-obligation conversation.
And if you want to know how to use AI for your own business strategy as well, also read our blog about 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, that difference is minimal. At its core, GEO is simply good SEO: relevant content, technical health and real expertise. The principles are identical, only the way results are shown is changing.
Do I have to change anything on my website for Google’s AI results?
Not if your basics are already in order. Google has confirmed that AI Overviews run on the same search index as regular results. What you can do: make your content more specific, add your own experiences and keep your website technically healthy. Generic tricks such as llms.txt or “chunking” content are not necessary.
How do I become visible in ChatGPT or other AI tools?
By doing what has always worked: building strong, specific content with real authority within your niche. AI tools take their information from indexed sources on the internet. Websites with clear expertise, good link profiles and unique content are cited as a source more often. So a solid SEO foundation is the starting point. See how we approach that 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 rising. Generic content that AI can summarize itself is losing value. Content with real expertise, hands-on experience and original insights is gaining ground. The basics are not changing. Only superficial content is having a harder time.
