Hey Google, How Is AI Changing Marketing?

So on the...

On the flip side of search, you talked about the paid side.

How can marketers make decisions that are going to help increase their visibility, their trust, their authority in AI search? How is it different from what went before?

Yeah, look, I think everyone is trying to figure out how to optimize for this new world and ensure that they, as a marketer or as a website, are relevant and visible in AI searches.

I totally hear that.

The biggest piece of advice that we at Google give right now is the way to optimize for AI search is the same way to optimize for regular search.

Create great and relevant content.

Simple as that.

Create content that you would want as a user and expect your users to want.

The additional piece of advice we give is go beyond the surface level.

I think a lot of marketers think about spreading very broad net.

The content that will do the best within AI is the content that goes one or two or even three layers deep and is really, really helpful to the customer.

So for marketers, SEO best practices are just as important as they've ever been.

First, lead with what your brand can uniquely say.

You're not a commodity.

There's something unique in your brand.

Tell the user about that particular thing.

So instead of generic commodity information that could originate from anyone, focus on the specific one of a kind content and expertise that only you have.

I like to say like share reviews, firsthand experiences, or even expert takes that only you can provide.

The next thing is really to focus on the most helpful content for your customers.

Don't try to write for bots.

I think a lot of people out there right now LLM.txt and all the rest of it.

Don't try to write for bots.

Bots writing for bots.

Yeah.