On May 15, 2026, Google published an official guide titled "Optimizing your website for generative AI features on Google Search." It is the clearest signal yet from Google on what they expect from websites in the era of AI Overviews and AI Mode. And it carries an important message for businesses still treating SEO as an optional extra.
The short version
GEO and AEO, the newer acronyms for generative engine optimization and answer engine optimization, do not require a separate playbook. According to Google, optimizing for AI search features is not something different from traditional SEO. It is the same thing, done properly.
That is good news if your site is already well-structured, fast, and filled with genuine content. It is not good news if you have been waiting for AI search to become someone else's problem.
What actually matters
Google's guide points to several concrete factors. None of them are new, but the weight they carry is shifting.
First-hand, specific content now outranks generic summaries. AI systems prefer content that reflects direct experience, specific knowledge, or a clear point of view. A page that answers a question from genuine expertise will outperform a page that covers the same topic in broad, keyword-stuffed paragraphs.
Crawlability still matters, perhaps more than before. If Googlebot cannot reach your pages, AI features cannot cite them. A fast, clean site with a proper sitemap and no broken paths remains the baseline requirement.
Structured data helps AI systems understand what a page is about. Schema markup for services, articles, FAQs, and local businesses helps Google surface the right information at the right time. This is not new, but it is becoming more consequential as AI-generated answers grow in prominence.
Topical authority builds over time. Covering a subject consistently and in depth signals expertise. A single well-written page is useful. A site that covers related questions across multiple pages builds the kind of authority that gets cited in AI-generated results.
What you can ignore
The guide is also useful for what it does not say. There is no mention of llms.txt as a ranking factor. There is no requirement for special Markdown formatting or structural tags aimed at AI crawlers. Artificially inserting your brand name into unrelated content does not improve visibility. Google's systems are better at detecting that than most businesses assume.
Why this matters for Norwegian SMEs
Most of your local competitors have not read this guide. Many are still operating on SEO advice that was already outdated before AI Overviews existed. The window to build a meaningful advantage through well-structured, authoritative content is open right now, and it will not stay that way indefinitely.
For Norwegian businesses in particular, the shift is significant. Search behavior is following the same trajectory as larger markets: more AI-assisted answers, fewer clicks to generic pages, and a growing premium on sites that clearly demonstrate expertise. Businesses that invest in the right foundation now will be harder to displace once the market catches up.
Saga builds websites with this foundation from day one. Structured data, crawlable architecture, and content strategy are part of every build, not an afterthought added later.
If your website was built from a template or has not been seriously updated in years, it is worth a conversation. See what we build and how on our services page.