Optimizing your website for generative AI features on Google Search

Google Search Central documentation

Source: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide

Last updated: 2026-05-15 UTC

Content licensed under Creative Commons Attribution 4.0 unless otherwise noted.

Table of contents

• Is SEO still relevant for generative AI search?
• Apply foundational SEO best practices to generative AI search
• Create valuable, non-commodity content for your audience
• Build and maintain a clear technical structure
• Optimize your local business and ecommerce details
• Mythbusting generative AI search: what you do not need to do
• Explore agentic experiences
• Next steps: what to focus on
• Stay informed and ask questions

Overview

User preferences are rapidly evolving and people are increasingly gravitating to generative AI

experiences to help them find information. As Google upgrades Search to meet these changing

expectations, this transformation offers new opportunities to reach people who may be more inclined

to engage with your site, spend more time with your content, or even convert by becoming a

subscriber or making a purchase.

This guide is for website owners looking for official best practices from Google Search on how to

succeed in generative AI features in Google Search, such as AI Overviews and AI Mode.

Is SEO still relevant for generative AI search?

In short, yes. The best practices for SEO continue to be relevant because generative AI features on

Google Search are rooted in core Search ranking and quality systems. These features rely on AI

techniques to highlight content from Google Search index, such as:

Retrieval-augmented generation (RAG): A technique, also known as grounding, used to improve the

quality, accuracy, and freshness of AI responses by relying on core Search ranking systems to

retrieve relevant, up-to-date web pages from the Search index. The systems then review the specific

information from those retrieved pages to generate a more reliable and helpful response, showing

prominent, clickable links to relevant web pages that support the information in the response.

Query fan-out: A set of concurrent, related queries generated by the model to request more

information and fetch additional relevant search results to address the user’s query. For example, if

the original query is “how to fix a lawn that’s full of weeds”, fan-out queries might include “best

herbicides for lawns”, “remove weeds without chemicals”, and “how to prevent weeds in lawn”.Formatted copy of Google Search Central documentation – CC BY 4.0

Page 2

What about “AEO” and “GEO”? “AEO” stands for “answer engine optimization” and “GEO” for

“generative engine optimization”. These are both terms used to describe work specifically focused on

improving visibility in AI search experiences. From Google Search’s perspective, optimizing for

generative AI search is optimizing for the search experience, and thus still SEO.

Apply foundational SEO best practices to generative AI

search

This section reframes SEO best practices to explain what matters most to AI systems today and how

to implement them in the context of generative AI search, with the goal of improving visibility in both

generative AI search experiences and Google Search overall.

Create valuable, non-commodity content for your audience

Creating content that people find unique, compelling, and useful will likely influence your website’s

presence in generative AI search in the long run more than any other suggestion in this guide. While

“unique, valuable, good content” can mean different things to different people, content like this

generally shares common attributes:

Provide a unique point of view: AI systems look at a variety of sources, so it can be helpful to have a

unique viewpoint that stands out. A first-hand review provides a unique perspective based on

personal experience, whereas a summary of existing content simply restates information already

available elsewhere. Create the content yourself based on what you know about the topic, and

consider what in-depth experience you can bring to your content. Do not just recycle what others on

the internet have already said, or what could easily be produced by a generative AI model.

Create non-commodity content that is helpful, reliable, and people-first: Commodity content, such as

“7 Tips for First-Time Homebuyers”, is often based on common knowledge, could originate from

anyone, and typically adds little unique insight for readers. Non-commodity content, such as “Why

We Waived the Inspection & Saved Money: A Look Inside the Sewer Line”, provides unique expert or

experienced takes that go beyond common knowledge and the ordinary.

Organize content in a way that helps your readers: Write content for your human audience and make

sure the content is well written and easy to follow. People generally appreciate pages organized by

paragraphs and sections, with headings that provide a clear structure.

Add high-quality images and video: Generative AI search features can bring in relevant images and

video, creating more opportunities for your website to appear beyond web page links. When it

makes sense, support textual content with high-quality, relevant images and videos. If you already

follow image SEO and video SEO documentation, you are already optimizing for generative AI

search.

Focus on what users want and avoid overdoing it: Creating separate content for every possible

variation of how people might search, primarily to manipulate rankings or generative AI responses in

Google Search, violates Google’s scaled content abuse spam policy. It is also ineffective long term,

because a high quantity of pages does not make a website higher quality or more relevant to users.

When using generative AI tools: If you use generative AI tools to assist in content creation, make

sure your work meets the standards of Search Essentials and Google’s spam policies.

You can simplify your approach by focusing on one core principle: focus on what your visitors would

enjoy, find helpful, and feel satisfied with after visiting your website. If you are ever unsure about a

decision for your site, ask yourself: “Is this content that my visitors would find satisfying?” If the

answer is yes, you are on the right track, as Search systems are designed to connect people with

exactly that kind of useful information.Formatted copy of Google Search Central documentation – CC BY 4.0

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Build and maintain a clear technical structure

The way Google Search finds and processes your pages remains the core of how AI systems access

your data. Technical clarity ensures your content is ready for discovery and indexing, and all existing

technical SEO best practices continue to be worthwhile. Examples include:

Meet the Search technical requirements: To be eligible to be shown in generative AI features on

Google Search, a page must be indexed and eligible to be shown in Google Search with a snippet,

fulfilling the Search technical requirements. Meeting requirements, best practices, and policies does

not guarantee that Google will crawl, index, or serve the content.

Follow crawling best practices: To maximize visibility in generative AI search features, ensure your

content is crawlable, because Google Search generative AI models use publicly accessible, crawlable

content to learn patterns and provide relevant, grounded responses. Large and frequently updated

sites should review crawl budget guidance.

Use semantic HTML where possible, but focus on human readability: Perfect semantic HTML is not

required, but semantic HTML helps screen readers and other users parse and navigate web pages

more easily.

Follow JavaScript SEO best practices: Google can process content within JavaScript as long as it is

not blocked. SEO with JavaScript frameworks is generally more complex than SEO with other kinds of

websites, so follow standard JavaScript SEO best practices.

Provide a good page experience: Ensure your site displays well across devices, reduces latency, and

makes it easy for people to distinguish the main content from other page elements.

Reduce duplicate content: Duplicate content can create a poor user experience and cause search

engines to waste crawling resources on URLs you may not care about.

To discover and diagnose potential technical issues quickly, verify your site in Search Console. Also

consult Google’s technical guide to SEO and guidance on maintaining your website’s SEO.

Optimize your local business and ecommerce details

Where appropriate, generative AI responses can include product listings, product information, and

information about local businesses. Using products like Merchant Center, including Merchant Center

feeds, and Google Business Profiles can help your products and services be visible in both AI

responses and other Google Search results. Depending on your business type and goals, consider

other merchant experiences like Business Agent, a conversational experience on Google Search that

helps customers chat with your brand.

Mythbusting generative AI search: what you do not need

to do

As generative AI search evolves, so have the theories, practices, and misconceptions surrounding it.

Terms like Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are common

online, but many suggested “hacks” are not effective or supported by how Google Search actually

works. Here are things you can ignore for Google Search:

LLMS.txt files and other special markup: You do not need to create new machine-readable files, AI

text files, markup, or Markdown to appear in generative AI search. Google may discover, crawl, and

index many kinds of files in addition to HTML, but that does not mean a file is treated in a special

way.Formatted copy of Google Search Central documentation – CC BY 4.0

Page 4

Chunking content: There is no requirement to break content into tiny pieces for AI to better

understand it. Google systems can understand the nuance of multiple topics on a page and show the

relevant piece to users. There is no ideal page length; make pages for your audience, not just for

generative AI search.

Rewriting content just for AI systems: You do not need to write in a specific way just for generative AI

search. AI systems can understand synonyms and general meanings of what someone is seeking, so

you do not need to capture every possible long-tail keyword variation.

Seeking inauthentic mentions: Generative AI features can show what is being said about products

and services across the web, including blogs, videos, and forum discussions. However, seeking

inauthentic mentions is not as helpful as it may seem. Core ranking systems focus on high-quality

content while other systems block spam; generative AI features depend on both.

Overfocusing on structured data: Structured data is not required for generative AI search, and there

is no special schema.org markup you need to add. It remains a good idea to use structured data as

part of your overall SEO strategy because it can help with eligibility for rich results on Google Search.

Explore agentic experiences

AI agents are autonomous systems that can perform tasks on behalf of people, such as booking a

reservation or comparing product specifications. These agents can take many forms. For example,

browser agents may access your website to gather data needed to complete tasks, including

analyzing visual renderings such as screenshots, inspecting DOM structure, and interpreting the

accessibility tree.

If this is relevant to your business and you have extra time, check the available agentic experiences

and review agent-friendly website best practices, which provide insights into how a website can

generally prepare for current browser agents. Protocols like Universal Commerce Protocol (UCP) are

emerging that will allow Search agents to do more.

Next steps: what to focus on

Plenty of content thrives in Google Search, including generative AI experiences, without any overt

SEO at all. You do not need to accomplish everything in this guide to succeed on Google Search. Key

takeaways include:

Apply SEO best practices to generative AI search: Continue prioritizing foundational SEO best

practices, such as building a clear technical structure and creating unique, valuable content. These

are the foundation for visibility in generative AI search experiences and Google Search overall.

Create non-commodity content that is helpful, reliable, and people-first: Focus on developing unique,

expert-led content that provides value beyond common knowledge.

Prioritize effective SEO strategies over AEO/GEO hacks: For Google Search, you can ignore tactics

like chunking content, creating unnecessary AI text files such as llms.txt, or pursuing inauthentic

mentions.

Explore agentic experiences: Stay informed about emerging technologies that allow AI agents to

interact with your site, such as browser agents and new protocols.

Stay informed and ask questions

To learn more about SEO and stay on top of changes and new resources, Google recommends the

following resources:Formatted copy of Google Search Central documentation – CC BY 4.0

Page 5

Google Search Central blog: Get the latest information about generative AI in Search, new Search

Console features, and related updates.

Google Search Central on LinkedIn and X: Follow for updates on Google Search and resources for

creating a great site.

Google Search Central Help Forum: Post questions about site SEO issues and find tips to create

high-quality sites from experienced contributors, Product Experts, and occasionally Googlers.

Google Search Central YouTube Channel: Watch helpful videos created for website owners.

Attribution and license

This PDF is a formatted offline copy created from Google Search Central documentation:

https://developers.google.com/search/docs/fundamentals/ai-optimization-guide. The original page states that, except as

otherwise noted, the content is licensed under the Creative Commons Attribution 4.0 License:

https://creativecommons.org/licenses/by/4.0/. Google, Google Search, and related product names are trademarks of

Google LLC. Java is a registered trademark of Oracle and/or its affiliates.

This file is not an official Google PDF; it is a formatted copy for offline reading and internal reference.

为谷歌搜索中的生成式AI功能优化您的网站

https://developers.google.com/search/docs/fundamentals/ai-optimization

guide

Google Search Central 文档来源：

最后更新：2026-05-15 UTC

除非另有说明，本内容均采用知识共享署名 4.0 许可协议授权。

目录

• 对于生成式AI搜索而言，SEO仍然具有相关性吗？
• 应用基础SEO最佳实践于生成式AI搜索
• 为您的受众创作有价值而非商业性质的内容。
• 建立并维护清晰的技术架构
• 优化您的本地业务和电子商务信息
• 破除迷思的生成式AI搜索：您无需做的工作
• 探索代理体验
• 下一步行动：重点关注事项
• 保持知情并提出问题

概述

用户偏好正在迅速演变，越来越多的人倾向于使用生成式人工智能体验来获取信息。随着谷歌对搜索功能进行升级

以满足这些不断变化的需求，这一变革为企业带来了新的机遇：能够触达那些更愿意与您的网站互动、花更多时间

浏览内容，甚至最终转化为订阅用户或完成购买的用户群体。

本指南专为网站所有者编写，旨在提供来自谷歌搜索的官方最佳实践建议，帮助他们在谷歌搜索的生成式AI功能（如AI概览

和AI模式）中取得成功。

对于生成式AI搜索而言，SEO仍然具有相关性吗？

简而言之，答案是肯定的。SEO的最佳实践依然具有重要性，因为谷歌搜索中的生成式AI功能植根于其核心的搜

索排名与质量评估体系。这些功能利用人工智能技术从谷歌搜索索引中筛选出优质内容，例如：

检索增强生成（RAG）：该技术亦称为“接地”技术，通过依赖核心搜索排名系统从搜索索引中检索相关且最新的

网页，从而提升人工智能响应的质量、准确性和时效性。系统随后会分析这些检索到的网页中的具体信息，生成更

可靠、更具实用性的响应，并提供突出显示的可点击链接，指向能够支持响应内容的相关网页。

查询分叉（Query Fan-Out）：指模型生成的一组并发且相互关联的查询请求，旨在获取更多信息并提取更多相关

搜索结果以解答用户的查询。例如，若原始查询为“如何修复杂草丛生的草坪”，其分叉查询可能包括“草坪最佳

除草剂”、“无化学药剂除草方法”以及“如何预防草坪杂草生长”。Google Search Central 文档的格式化副本 – CC BY 4.0

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那么“AEO”和“GEO”呢？“AEO”代表“答案引擎优化”，“GEO”则指“生成式引擎优化”。这两个术语均

用于描述专门致力于提升人工智能搜索体验可见性的工作。从Google Search的角度来看，针对生成式AI搜索进行优

化实际上就是对搜索体验本身的优化，因此仍属于SEO范畴。

AppIy为生成式 Aı 搜索提供了基础的SEO最佳实践。

本节重新梳理了SEO最佳实践，旨在阐明当今人工智能系统最关注的核心要素，以及如何在生成式AI搜索场景中实

施这些实践，其目标是提升生成式AI搜索体验及谷歌搜索整体的可见度。

为您的受众创作可变的、非商品化的内容。

创作出人们认为独特、引人入胜且实用的内容，从长远来看，很可能比本指南中的任何其他建议更能提升您网站在

生成式AI搜索中的表现。尽管“独特、有价值、优质的内容”对不同的人可能有着不同的含义，但这类内容通常具

备一些共同特征：

提供独特的视角：人工智能系统会参考多种信息来源，因此拥有一个独树一帜的观点会大有裨益。基于个人经历的

第一手评论能提供独特的见解，而对现有内容的总结 merely 是对其他地方已有的信息进行复述。请根据您对主题

的了解自行创作内容，并思考自己能为内容带来哪些深入的体验。切勿简单重复互联网上他人已发表的观点，或那

些生成式AI模型轻易就能产出的内容。

创作以用户为中心、实用可靠且富有价值的非商品化内容：商品化内容（如《首次购房者七大实用建议》）通常基

于常识，可由任何人撰写，且难以为读者提供独特的见解；而非商品化内容（如《为何我们免除了房屋检查并节省

了开支：揭秘下水道系统的运作原理》）则提供了独特的专业视角或实践经验，其深度超越了常识范畴与常规认

知。

以有助于读者理解的方式组织内容：为普通读者撰写内容，并确保内容写得清晰易懂、易于阅读。人们通常更喜欢

采用段落和章节结构来组织页面，且标题能清晰地呈现内容框架。

添加高质量图片和视频：生成式AI搜索功能可提供相关图片和视频，使您的网站在网页链接之外获得更多曝光机

会。在合适的情况下，应使用高质量、相关的图片和视频来辅助文本内容。如果您已遵循图片SEO和视频SEO的

相关指南，那么实际上您已经在为生成式AI搜索进行优化了。

应聚焦用户的真实需求，避免过度干预：为用户可能采用的各种搜索方式单独创建内容（尤其是旨在操纵谷歌搜索

排名或生成式AI回复的内容），违反了谷歌关于内容滥用与垃圾信息的分级管理政策。从长远来看，这种做法也毫

无效果——大量页面并不会提升网站的质量或增强其对用户的相关性。

使用生成式AI工具时：若您借助生成式AI工具辅助内容创作，请确保您的作品符合Search Essentials标准及谷

歌的垃圾信息政策。

你可以通过聚焦一个核心原则来简化策略：专注于访客在访问网站后会感到愉悦、觉得有用并满意的内容。若对网

站的某个决策感到不确定，不妨自问：“这些内容能让访客感到满意吗？”如果答案是肯定的，你就走在正确的道

路上——因为搜索引擎正是为了将人们与这类实用信息精准匹配而设计的。Google Search Central 文档的格式化副本 – CC BY 4.0

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建立并维护清晰的技术架构

谷歌搜索发现和处理用户网页的方式，仍是人工智能系统访问用户数据的核心机制。技术上的清晰性确保了用户内

容能够被有效发现和索引，而所有现有的技术性SEO最佳实践依然具有重要价值。例如：

需满足搜索技术要求：要具备在谷歌搜索的生成式AI功能中显示的资格，页面必须已被索引，并能够以摘要形式在

谷歌搜索中展示，即符合搜索技术要求。满足相关要求、最佳实践及政策规定，并不保证谷歌会抓取、索引或提供

该内容。

遵循爬取最佳实践：为在生成式AI搜索功能中实现最大可见度，需确保内容具备可爬取性——因为谷歌搜索的生成

式AI模型会利用公开可访问且可爬取的内容来学习模式，并提供相关且基于事实的回答。规模较大且频繁更新的网

站应仔细查阅爬取预算指南。

尽可能使用语义化HTML，但要注重其可读性：虽然无需达到完美的语义化HTML标准，但语义化HTML能帮助

屏幕阅读器及其他用户更轻松地解析和浏览网页。

遵循JavaScript SEO最佳实践：只要JavaScript内容未被屏蔽，谷歌即可对其进行处理。使用JavaScript框架进行

SEO通常比使用其他类型的网站进行SEO更为复杂，因此务必遵循标准的JavaScript SEO最佳实践。

提供优质的页面体验：确保您的网站在各种设备上都能良好显示，降低加载延迟，并让用户能够轻松区分主要内容

与其他页面元素。

减少重复内容：重复内容会降低用户体验，并导致搜索引擎将爬取资源浪费在您可能不感兴趣的URL上。

要快速发现并诊断潜在的技术问题，请在 Search Console 中检查您的网站。同时，请参阅谷歌的 SEO 技术指南以及关于维护

网站 SEO 的相关指导。

优化您的本地业务和电子商务信息

在适用情况下，生成式AI回复可包含产品列表、产品信息以及本地商家的相关信息。通过使用 Merchant Center

（商家中心）、其数据源以及 Google Business Profiles（Google商家资料），可帮助您的产品和服务在AI回复及

其他Google搜索结果中获得更高曝光度。根据您的业务类型和目标，还可考虑采用其他商家交互体验，例如 Bus

iness Agent——这是一项基于Google搜索的对话式服务，可帮助客户与您的品牌进行互动交流。

破除迷思的生成式AI搜索：您无需做的工作

随着生成式AI搜索技术的不断发展，围绕它的理论、实践及误解也随之演变。诸如“答案引擎优化”（AEO）和“生

成式引擎优化”（GEO）等术语在互联网上十分常见，但许多所谓的“技巧”要么效果不佳，要么与谷歌搜索的实际

运作机制不符。以下内容可忽略不计：

LLMS.txt 文件及其他特殊标记格式：您无需创建新的机器可读文件、AI文本文件、标记文件或 Markdown 文件，

即可出现在生成式 AI 搜索结果中。谷歌除了能够发现、抓取和索引 HTML 文件外，还能处理多种类型的文件，但

这并不意味着这些文件会受到特殊对待。Google Search Central 文档的格式化副本 – CC BY 4.0

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内容分块处理：无需将内容拆分成极小片段，人工智能仍能更好地理解其含义。谷歌系统能够把握页面上多个主题

的细微差别，并向用户展示相关部分。页面长度并无固定标准；应根据目标受众的需求来设计页面，而不仅仅是满

足生成式AI搜索的需求。

专门为人工智能系统重写内容：您无需采用特定写作风格来满足生成式AI搜索需求。人工智能系统能够理解用户搜

索内容的同义词及整体含义，因此无需涵盖所有可能的长尾关键词变体。

检测虚假提及：生成式AI功能能够展示网络上（包括博客、视频和论坛讨论）关于产品和服务的评论内容。然

而，检测虚假提及的实际效用并不如表面看起来那么显著。核心排名系统侧重于高质量内容，而其他系统则专注

于拦截垃圾信息；生成式AI功能则同时依赖这两方面。

过度关注结构化数据：生成式AI搜索并不需要结构化数据，也无需添加特殊的schema.org标记。仍将结构化数据

纳入整体SEO策略仍是个明智之举，因为它有助于提升在Google搜索中获得丰富结果的资格。

探索代理体验

人工智能代理是能够代表人类执行任务的自主系统，例如预订服务或比较产品规格。这类代理形式多样：例如，

浏览器代理可访问您的网站以收集完成任务所需的数据，包括分析截图等视觉呈现内容、检查DOM结构以及解析

无障碍树结构。

如果这与您的业务相关且您有额外时间，请查阅现有的代理体验指南，并参考对代理友好的网站最佳实践——这些

内容能帮助您了解网站如何为当前浏览器代理做好整体准备。诸如通用商务协议（UCP）等新兴协议将使搜索代理

的功能更加强大。

下一步行动：重点关注事项

大量内容在谷歌搜索中都能取得良好效果，其中包括基于生成式人工智能的体验——而这些内容完全无需任何显性

的SEO优化措施。您无需完成本指南中的所有步骤，也能在谷歌搜索中取得成功。关键要点如下：

在生成式AI搜索中应用SEO最佳实践：继续优先遵循基础性的SEO最佳实践，例如构建清晰的技术架构并创作独

特且有价值的内容。这些正是在生成式AI搜索体验以及整个Google搜索中获得可见性的基石。

打造实用、可靠且以人为本的非商品类内容：专注于创作由专家主导的独特内容，其价值超越常规知识范畴。

优先采用有效的SEO策略而非 AEO /GEO技巧：在谷歌搜索中，可忽略诸如分块处理内容、创建不必要的AI文

本文件（如llms.txt）或使用非真实提及等操作。

探索智能代理体验：及时了解新兴技术动态，这些技术使人工智能代理能够与您的网站交互，例如浏览器代理

和新型协议。

保持知情并提出问题

如需深入了解搜索引擎优化（SEO），并及时掌握相关变化及最新资源，谷歌推荐以下资源：Google Search Central 文档的格式化副本 – CC BY 4.0

第5页

Google Search Central博客：获取有关搜索领域生成式人工智能的最新资讯、Search Console的新功能及相关更新。

在 LinkedIn 和 X 上关注 Google Search Central：即可获取有关 Google 搜索的最新资讯，以及创建优质网站所需的

资源。

Google Search Central帮助论坛：您可以在此发布关于网站SEO问题的疑问，并从经验丰富的贡献者、产品专家

以及偶尔参与讨论的谷歌员工那里获取创建高质量网站的实用建议。

Google Search Central YouTube频道：观看专为网站所有者制作的实用视频。

归属与许可

本PDF文件为根据Google Search Central文档格式化生成的离线副本：

https://developers.google.com/search/docs/fundamentals/ai-optimization-guide.原版页面声明：除非另有说明，内容均根据知识共享署名

4.0 许可协议发布：https://creativecommons.org/licenses/by/4.0/。Google、Google Search 及相关产品名称均为 Google LLC 的注册商

标；Java 是 Oracle 及其关联公司的注册商标。

此文件并非官方的 Google PDF 文件，而是一个经过格式化的副本，供离线阅读和内部参考使用。