Google’s May 2025 guidance for succeeding in AI Search makes one thing abundantly clear: websites that create high-quality, genuinely useful content will continue to win across all forms of search. Whether it’s traditional SEO, GEO (Generative Engine Optimisation), AI-powered interfaces, or simply providing a great user experience, the fundamentals remain the same. Helpful, people-first content still matters most.
Google’s Core Message: Be Useful
In its 2025 update, Google emphasised the importance of creating unique, non-generic content that users actually find valuable. It is not enough to publish surface-level content filled with keywords. Google wants content that solves problems, answers real questions, and leaves users satisfied. This message applies whether visitors arrive via a traditional search engine results page or through AI Mode’s dynamic conversational interface.
The guidance aligns with Google’s long-standing mission to prioritise content that is written for people, not algorithms. This isn’t just about ranking high. It is about being trusted as a reliable source, regardless of the platform.
People-First Content is Always the Priority
Google’s advice continues to push creators toward what it calls “people-first” content. This means writing with a clear focus on what the audience needs, rather than trying to game ranking systems. Whether someone finds your site by typing a question into Google, by following a link in an AI-generated overview, or by using a generative AI assistant, the goal is the same: to provide a satisfying answer.
When content is written with people in mind, it resonates more deeply. It builds trust. It keeps users engaged. And increasingly, it helps machines like Google’s AI understand the context, value, and intent behind your words.
The Role of User Experience
High-quality content does not exist in a vacuum. Page experience is a key component of Google’s ranking systems. Fast-loading pages, clear navigation, mobile optimisation, and accessibility are all critical factors. Even the best-written article can be undermined by a clunky interface or slow load time.
Google’s algorithms are becoming more adept at understanding not just what a page says, but how it makes the user feel. Frustrated visitors are more likely to bounce. Engaged visitors are more likely to convert. The structure and usability of your site are just as important as the content itself.
Traditional SEO Still Rewards Quality
Despite all the advancements in search technology, traditional SEO remains relevant. Google’s core ranking systems still prioritise relevance, authority, and usefulness. If your content is unique, insightful, and well-written, it has a strong chance of ranking well.
The difference now is that the definition of quality is more nuanced. It is no longer just about backlinks or keyword density. Google is analysing content holistically. Does it fully answer the question? Is it written by someone with experience in the topic? Does it provide unique value beyond what’s already available?
These questions matter just as much for ranking today as they ever have.
Answer Engine Optimisation: Be Clear and Structured
Answer Engine Optimisation, or AEO, is becoming increasingly important. This refers to structuring content in a way that makes it easy for Google to lift answers directly into featured snippets or AI-generated summaries. Clear headings, bullet points, direct answers, and schema markup all play a role.
If you want your content to be featured in AI Overviews or answer boxes, it must be written in a way that anticipates common questions and presents answers in a straightforward format.
This is not about writing differently. It is about being more intentional with structure, clarity, and layout. Think of your content as something a machine needs to understand quickly, while still offering the depth a human reader will appreciate.
Generative Engine Optimisation: Build Authority
Generative Engine Optimisation, or GEO, is the practice of making your content useful to large language models and AI assistants. These systems pull from a wide variety of online sources to craft their responses. To be cited or referenced by AI systems, your content needs to be trustworthy, detailed, and up to date.
Authority matters more than ever. That means original research, expert perspectives, proper citations, and a strong reputation. AI systems are trained to avoid low-quality or questionable sources. If your site is known for publishing high-value information, you are far more likely to be included in AI-generated answers.
AI Mode and the Rise of Conversational Search
Google’s AI Mode is already rolling out in New Zealand and is changing the way people search. Instead of typing short phrases, users are engaging in full conversations with Google. They are asking detailed, layered questions and expecting nuanced answers. This means your content must be prepared to address a broader range of follow-up queries.
You can no longer rely on a single paragraph to address a topic. Instead, consider how someone might ask about a subject from multiple angles. Offer depth. Offer clarity. Offer options. That is what the new search experience demands.
In AI Mode, Google does not just look for keyword matches. It looks for pages that offer well-rounded, context-rich responses. The better your content supports that experience, the more likely it is to be surfaced.
Why Quality Content Wins Everywhere
Whether we are talking about SEO, GEO, AEO, or AI-powered search tools, the same websites tend to win across the board. They have a few things in common:
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They write with users in mind, not just algorithms
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They structure content clearly and logically
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They provide deep, valuable information backed by expertise
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They load quickly and offer great mobile experiences
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They are regularly updated and maintained
These websites are not chasing trends. They are building a foundation that supports discovery, trust, and conversion.
And that is really the point. No matter how search evolves, the goal remains the same: help people find what they are looking for.
Actionable Steps for Website Owners
If you want to succeed in AI search, and in traditional search for that matter, here are a few things you can start doing today:
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Audit your content for depth and clarity. Does each page answer a real question in a useful way?
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Improve your page speed and mobile usability. A great experience keeps users engaged.
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Use structured data and schema to help Google interpret your content more easily.
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Write in a tone that is natural, authoritative, and user-friendly.
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Build topic authority by covering subjects in-depth across multiple related pages.
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Regularly update older content to keep it accurate and relevant.
What now?
Google’s May 2025 update reinforces a simple but powerful truth. Websites that create genuinely helpful content will always win, no matter how the search landscape evolves. Whether you are optimising for traditional search, aiming for inclusion in AI summaries, or simply trying to provide the best possible user experience, quality is the common denominator.
If your content is clear, useful, and built around the needs of your audience, it will not only rank better. It will also perform better. That means more clicks, longer engagement, and higher conversion rates.
In the end, good content is good business. And that is not going to change, no matter how advanced search technology becomes.
