Google VP Says SEO and AI Search Optimization Have “A Lot of Overlap”

As artificial intelligence continues to shape the future of search, Google is shedding light on how traditional SEO principles still matter—just with a new layer of complexity. According to Robby Stein, Google’s VP of Product for Search, great content continues to win, but AI-driven queries are getting longer, more contextual, and more conversational.

PR for AI: Why Mentions Still Matter

In a recent interview with Marina Mogilko of Silicon Valley Girl, Stein compared AI’s reasoning process to human thinking. He highlighted that businesses should focus on their online reputation and visibility—not just for human readers, but for AI systems as well.

“If you’re a business and you’re mentioned in top business lists or in public articles that gain visibility, those become useful for AI to find,” Stein explained.

In other words, AI models are essentially “Googling under the hood.” They leverage Google Search data, knowledge bases, and real-time systems to produce responses—meaning that quality mentions, backlinks, and trustworthy sources still influence AI recommendations.

SEO Still Matters—Just Smarter

Stein emphasized that AI search still values the same principles as SEO: helpful, clear, and informative content. What’s changed is how AI interprets that information.

“Think of an AI doing that search now,” he said. “When it renders a response and provides all of these links for you to go deeper, that website’s more likely to show up.”

So, while AI Search Optimization (AEO or GEO) may sound like a new concept, it largely builds upon SEO best practices—optimized content, authority, and user relevance. The difference? AI rewards context-rich content that helps solve complex, multi-step queries.

The Future of Search: From Ranking to Recommendation

Stein also noted that AI-driven queries are becoming increasingly nuanced—often involving multi-layered questions related to “how-to” guidance, major purchase decisions, or personal advice. Businesses and content creators who focus on these topics should study how users engage with AI systems to stay ahead of emerging trends.

He added that marketers often underutilize Google tools like Search Console, Ads, and Google Trends, which remain powerful for spotting new types of search behavior and opportunities for optimization.

“Google Trends is a really useful thing. I actually think people really underutilize that,” Stein said.

Why It Matters for Businesses

The rise of AI search doesn’t mean SEO is obsolete—it means it’s evolving. Businesses must think beyond ranking on a search results page and aim to be recommended by AI systems. That requires content that demonstrates expertise, trustworthiness, and relevance within real-world user contexts.

In the age of AI-driven discovery, you’re no longer just optimizing for search engines—you’re optimizing for how AI understands and recommends your brand.

As Google continues integrating AI deeper into its search ecosystem, marketers should adapt their SEO strategies with AI in mind. Whether you call it SEO, AEO, or GEO, the key remains the same: authentic, helpful, and authoritative content always wins.

At Earn SEO, we help businesses adapt to the evolving world of AI-driven search. As a leading New York SEO agency, our team specializes in optimizing content for both traditional search engines and emerging AI platforms. From keyword strategy to Generative Engine Optimization (GEO), we ensure your brand stays visible, relevant, and recommended by AI. Partner with Earn SEO to future-proof your digital presence and stay ahead in the next era of search.