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Google Search may look very different in the AI era, but the advice for businesses remains surprisingly familiar: stand out, publish something useful, and be skeptical of shortcuts.
In a July 15 interview with Inc., Google Vice President of Search Liz Reid outlined three priorities for companies trying to remain visible as users move from short keywords to detailed, conversational questions. She urged businesses to develop a clear niche, publish content that goes beyond basic AI summaries, and question vendors promising a guaranteed formula for generative engine optimization.
Reid’s comments come as Google adds more generative AI tools to Search, giving people new ways to look for products, compare options, and find companies online. Businesses may need to adjust their content strategies, but Reid’s message is that a new technical trick will not replace useful, distinctive information.
Rule 1: Go deeper into a specific niche
Reid told Inc. that generative AI has changed both the number and nature of searches. Users can now ask longer questions, include detailed preferences, and continue with follow-ups instead of entering a few broad keywords.
More specific searches may give smaller or specialized companies a better chance to surface when their expertise closely matches what a user wants.
“Now this opportunity for people to differentiate themselves and shine becomes much more possible than if you could have done it before with keywords,” Reid said.
Companies still need to communicate that difference clearly. Product pages, websites, online stores, and social media profiles should explain what makes an offering distinct rather than relying on broad claims that could apply to competitors.
Rule 2: Publish content AI cannot easily replace
Reid’s second recommendation focused on depth and usefulness.
For retailers, that could include detailed product descriptions and complete information in Google Merchant Center. Service businesses may benefit from articles, podcasts, and other material that demonstrates expertise beyond the introductory information already available in an AI Overview.
“People would rather go and see a site that doesn’t say this same thing as AI overviews, but now takes it down to a much deeper level,” Reid said.
Generic articles may become less valuable as AI search tools summarize basic information before users visit a website. Original research, firsthand expertise, detailed comparisons, and documented customer outcomes give readers a stronger reason to click through.
Rule 3: Question promises of an easy GEO formula
Reid also urged companies to be cautious about vendors claiming to have solved generative engine optimization, often called GEO.
Google’s published guidance says established SEO principles still apply to AI search. Reid recommended following Google’s published guidance and questioning claims about special AI content formats, machine-readable text files, or guaranteed visibility.
Businesses should still track search traffic, improve product information, and study the questions their customers ask. Paying for a supposed GEO shortcut, however, is different from building a broader search strategy based on evidence.
Bottom line: AI search rewards depth, value, and skepticism
Reid’s three rules point businesses back to basics: know what makes the company different, provide information people cannot find elsewhere, and be cautious about anyone selling guaranteed placement in AI search results.
Google also runs the platform and benefits when businesses follow its recommendations. Companies should test the advice against their own traffic, conversions, and customer behavior rather than treating it as a guaranteed ranking formula.
AI may be changing how people search, but businesses still need to give customers a clear reason to find them and a better reason to visit their sites.
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