In a recent podcast, Robby Stein, Google’s Vice President of Product for Google Search, discussed the impact of public relations (PR) activities on website rankings in the context of AI search. He emphasized that being mentioned by reputable sources can enhance a site’s visibility in AI recommendations, drawing parallels between AI behavior and human research patterns.
During the discussion, Stein noted that while he did not classify PR as a direct ranking factor, mentions from other authoritative sites can influence how AI systems recommend businesses. He explained that AI searches replicate human inquiry, indicating that if a business is frequently cited in top business lists or articles, it becomes a valuable resource for AI to reference.
Stein stated, “The AI thinks a lot like a person would in terms of the kinds of questions it issues.” This highlights the importance of PR in enhancing a business’s online presence, reinforcing the idea that AI utilizes external recommendations similarly to how humans seek advice.
As the conversation progressed, Stein transitioned to the topic of content quality, asserting that the same best practices for creating clear and helpful content are essential for ranking in AI search models. He remarked, “If you’re optimizing your website to provide helpful information, think about how an AI would conduct that search.” This approach ensures that your content remains relevant not only to traditional search engines but also to AI-driven inquiries.
The takeaway here is clear: producing high-quality content is crucial for achieving visibility in AI search results, just as it is for standard search engines. Businesses must focus on delivering reliable information that meets user needs.
When asked whether optimizing for AI is similar to traditional SEO, Stein acknowledged the overlap but emphasized the differences in search queries. He explained that while traditional organic searches often rely on keyword-based inquiries, AI searches tend to be more conversational and complex. He advised content creators to understand the growing use cases of AI, particularly in areas requiring detailed advice or decision-making.
Stein encouraged businesses to study how users interact with AI, noting that understanding these interactions is vital for effective content creation. He stressed, “If I were them, I would be a student of understanding the use cases of AI.” This focus on user intent can significantly enhance a business’s visibility in AI search results.
The discussion then shifted to the evolving nature of search itself, as it becomes increasingly multimodal. This term refers to the integration of various types of information, such as text, images, and voice. Stein emphasized the need for businesses to recognize how users are adapting their search behaviors, particularly with the rise of long and specific questions.
He highlighted the significance of tools like Google Trends in understanding search patterns, suggesting that businesses should utilize these resources to gain insights into user interests and behaviors. “Google Trends is a really useful thing,” Stein remarked, pointing out that many people underutilize this tool for real-time insights into trending topics.
As AI search continues to evolve, Stein confirmed that Google aims to provide more insights about user search behaviors, not just for advertisers but for all stakeholders impacted by AI search. He concluded, “More and more people are searching in these new ways, and the systems need to reflect those changes over time.”
In summary, businesses looking to enhance their visibility in AI search should prioritize PR efforts, focus on creating high-quality, helpful content, and adapt to the changing landscape of search by embracing multimodal interactions. The future of search lies not only in understanding traditional SEO practices but also in recognizing the nuances of AI-driven inquiries.
