Google’s AI Search Clarification: Stick to Traditional SEO, Not GEO

Google confirmed that ranking for AI‑driven search still relies on standard SEO practices, so businesses can stop buying separate GEO services. This means you can focus on proven SEO tactics instead of chasing a non‑existent “special” AI layer.

what is geo in seo

Geo in SEO—often called Generative Engine Optimization (GEO)—is a marketing label that some consultants use, but Google says there is nothing special you need to do for generative AI responses in search. John Mueller explained that from Google’s point of view there is nothing special you need to do for generative AI responses in search. In practice, GEO is just a marketing label; the underlying ranking signals remain the same as traditional SEO.

which industries does geo not matter for

When asked which sectors might be exempt from GEO, Mueller indicated that the concept doesn’t apply to any industry because the ranking mechanism is identical across the board. The question cited “adult, gambling or other areas where Google still seems to drive most discovery,” but Mueller’s reply implied that AI search results are drawn directly from the regular index, so industry‑specific GEO isn’t required. Consequently, every niche—whether e‑commerce, health, or entertainment—should follow the same SEO fundamentals.

why does google say nothing special is needed for ai search

Google says nothing special is needed because its AI answers are generated from the same crawled index used for ordinary SERPs. The AI layer pulls the top-ranking results for a query and then adds related “fan‑out” results, all sourced from the existing index. Since the AI does not create a separate ranking pipeline, any optimization that improves conventional rankings will automatically benefit AI‑driven answers.

is regular seo still relevant for generative ai search

Yes. Because AI answers are assembled from the standard index, the core SEO pillars—keyword relevance, high‑quality backlinks, technical health, and user experience—remain decisive. Applying a Keyword Research tool to identify intent‑aligned terms continues to be essential, and the same on‑page best practices (title tags, schema, mobile‑friendliness) directly influence AI visibility.

do search engines use the llms.txt file

No major search engine currently reads an LLMs.txt file. The source notes that “most SEO plugins now offer the ability to generate LLMs.txt… which no search engine or AI chat actually uses.” This indicates the file is a convenience for developers but has no impact on how Google or other crawlers retrieve or rank content.

how does google create ai search results

Google’s AI search results are assembled by first selecting the highest‑ranking pages for the user’s query from its regular index. It then augments those selections with “fan‑out” results—additional queries that are semantically related or that provide deeper context. The final answer is a synthesis of these chosen snippets, presented in a conversational format, but the underlying ranking signals are unchanged from traditional SERP calculations.

If I've been buying GEO (Generative Engine Optimization) services, do I need to stop because Google says nothing special is required for AI search?

Given Mueller’s statement that “there’s nothing really special you need to do for generative AI responses,” the extra GEO services you’ve been paying for are unlikely to add value beyond what standard SEO already delivers. If your current SEO work follows best practices—technical health, authoritative content, and strong backlink profile—those same signals will feed the AI layer. You may want to reallocate budget toward proven SEO activities (content creation, link building, site speed) rather than a separate GEO offering that Google does not recognize as a ranking factor.

Will my site's rankings or visibility in AI-generated answers be impacted if I don't create an LLMs.txt file, given that Google doesn't use it?

Since the source confirms that “no search engine or AI chat actually uses” the LLMs.txt file, the absence of such a file will not affect your rankings or AI answer visibility. Your site’s discoverability will continue to depend on the same indexable signals that power traditional search. If you already have clean, crawlable markup and structured data, you can safely ignore LLMs.txt without fearing a drop in AI‑driven visibility.