Google exec says AI search optimization is 'the same' as SEO | MarTech

""The short answer is no. The short answer is what you would have built and the way to optimize to do well in Google's AI experiences is very similar, I would say the same, as how as as how to perform well in traditional search. And it really does come down to build a great site, build great content. The way we put it is build for users, build what you would want to read, what you would want to access.""

"Why we care. Marketers with years of SEO experience should be confident: nearly all the skills you developed for traditional SEO are directly transferable to performing well in the new AI Search environment. Fuel up with free marketing insights. MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page's content was written by either an employee or a paid contractor of Semrush Inc."

Optimization for AI search follows the same practices as optimization for traditional search. Success in AI-driven search experiences depends on building great sites and producing high-quality content tailored to user needs. Prioritize user-focused pages that people would want to read and access. Existing SEO skills and best practices remain applicable and transferable to the AI search environment. Publishers should concentrate on content quality, site experience, and audience relevance rather than seeking novel optimization hacks specific to AI. The core objective is to serve users well through authoritative, well-structured, and accessible content.

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