Artificial intelligence is redefining how people discover information online. Yet, for any digital marketing agency out there, Google’s latest message remains clear: content quality, authority, and trust continue to drive visibility.
According to Robby Stein, Google’s VP of Product for Search, the fundamentals of SEO still matter—only now, context, reasoning, and reputation carry even greater weight in how AI systems rank and recommend businesses.
In Google’s new AI Mode, artificial intelligence doesn’t replace search—it enhances it. The system performs searches internally, analyzes web results, and references authoritative sources to generate responses. This means that the same principles guiding traditional rankings now also determine visibility in AI‑generated answers, making effective AI SEO strategies essential for success.
SEO Isn’t Dead — It’s Evolving Into AI Search Optimization
The emergence of AI search has inspired marketers to introduce new terms such as AEO (AI Engine Optimization) and GEO (Generative Engine Optimization). Yet the core principle remains unchanged: effective AI SEO strategies still depend on creating content that is relevant, helpful, and credible.
What’s changing is user behavior. Queries in AI-powered search tend to be longer, more conversational, and more complex than before. People now ask AI systems for multi-step solutions, product comparisons, and even personal advice—queries that reflect intent rather than isolated keywords.
This shift challenges brands to move beyond keyword targeting and instead craft content that mirrors natural conversation, answers nuanced questions, and demonstrates real expertise. In short, SEO has become more about context and understanding than simple keyword repetition.
The Rise of PR as a Visibility Signal in AI Search
One of the most significant insights Stein highlighted is the growing importance of public relations as a ranking factor in AI-driven results.
Mentions in credible publications, inclusion in business lists, and earned media coverage are now signals that AI systems interpret as authority. When a business appears in trustworthy sources, that recognition doesn’t just reach people—it also helps AI associate the brand with expertise and reliability.
In this environment, PR becomes a dual-purpose investment: it builds brand reputation among human audiences while also shaping how AI systems perceive and recommend a business.
Rather than attempting to manipulate rankings with artificial reviews or link schemes, brands should prioritize genuine visibility through editorial coverage and thought leadership. Being part of the public conversation—via media mentions, interviews, and credible references—strengthens trust and ensures that AI models recognize the brand as a reliable source, which is central to effective AI SEO strategies.
Advertising in the AI Era: Expansion, Not Elimination
With the introduction of AI-driven search experiences, many marketers wondered if paid advertising would fade. But according to Stein, Google Ads remain central to the ecosystem. The company’s data shows that AI features aren’t replacing traditional search—they’re expanding it.
AI‑driven tools are creating new use cases, enabling people to search through images, voice commands, and complex queries. These evolving behaviors generate more searches and, in turn, expand advertising opportunities. While click‑through rates on certain queries may decline due to AI summaries, overall search volume continues to rise, keeping ad revenue stable and reinforcing the importance of adopting effective AI SEO strategies.
This means Google Ads are here to stay, but their formats and contexts will evolve. Advertisers should expect more interactive, conversational placements—ads that appear organically within AI responses, designed to enhance rather than interrupt user intent.
Organic Results and Ads: Separate but Complementary
A key takeaway from Stein’s comments is that AI recommendations are purely organic. Paid advertising does not influence which businesses are recommended by AI systems.
Visibility in AI results depends on public information—website content, structured data, and verified listings—not ad spend. The AI determines which sources best answer a question, drawing from Google’s web index and its knowledge systems.
That said, Google has started experimenting with new ad formats inside AI experiences, testing how offers and services can be presented more contextually. The goal is to make advertising more relevant and user‑driven, where the system understands a user’s needs and recommends matching products or services naturally within the dialogue—an approach that aligns closely with evolving AI SEO strategies.
How AI Is Expanding the Nature of Search?
AI doesn’t just change how people search—it expands what they search for. Users can now take a photo of their shoes and ask for similar styles, describe a restaurant scenario in detail, or request renovation recommendations with specific materials and budgets.
This level of personalization was impossible in traditional keyword search. AI now understands multi-layered intent, enabling more complex queries and deeper engagement.
Longer, multi-sentence prompts provide richer data about user goals, which improves both organic matching and ad targeting. For marketers, that means the opportunity to create content tailored to specific scenarios and intents, such as comparison guides, how-to walkthroughs, and conversational resources that align with these new search behaviors.
How Marketers Should Adapt to AI Search?
The transition to AI-driven discovery doesn’t mean throwing out established SEO principles—it means expanding them. Businesses should continue prioritizing high-quality, user-focused content while embracing the nuances of AI search.
Focus on Content Depth and Relevance
AI systems value information that demonstrates clarity, authority, and completeness. Articles should answer complex questions in one place, reducing the need for users—or AI models—to search elsewhere.
Invest in Real PR, Not Manipulated Signals
Credible media mentions, expert quotes, and earned features now serve as digital trust signals. These help AI determine which businesses deserve to be referenced in its answers.
Structure for Conversational Queries
Websites should include natural language phrasing, FAQs, and contextual explanations that reflect how users actually talk to AI. Long-tail, intent-based optimization is becoming more valuable than isolated keyword stuffing.
Monitor Emerging AI-Style Queries
Tools like Google Trends and Search Console can help identify evolving search behavior. Tracking longer, question-based, and multi-intent keywords is key to understanding how users engage with AI.
The Core Truth: The Fundamentals Still Win
For all the speculation surrounding AI search, Google’s message remains surprisingly consistent. The foundation of visibility—clear content, user trust, and authority—hasn’t changed.
Search is becoming more intelligent and conversational, but it still relies on the same building blocks: useful information, transparent reputation, and credible online presence. AI might rewrite how search results appear, but it still depends on human-created quality.
In this new reality, the most effective approach isn’t to chase algorithms but to build lasting authority through expertise and visibility. PR, content, and authenticity now form the triad of success in AI‑driven discovery, and together they serve as the foundation of sustainable AI SEO strategies.
The game hasn’t ended; it’s evolved. AI search doesn’t replace SEO—it rewards those who’ve mastered it.
