Google SVP Nick Fox says AI search optimization is the same as SEO. Learn why building great sites and user-focused content still matters most.
Build Great Sites, Great Content, for Your Users: Google’s Clear Message on AI Search
The rise of AI-powered search has created excitement, confusion, and anxiety across the digital publishing and SEO world. Many creators are asking the same question: Do we need to change how we build websites and content to succeed in AI search?
According to Nick Fox, Senior Vice President of Knowledge and Information at Google, the answer is refreshingly simple.
Optimizing for AI search is the same as optimizing for traditional search.
This statement, shared during a recent episode of the AI Inside podcast, reinforces a consistent message Google leaders have been repeating for years: build great sites and great content for users — not for algorithms.
Let’s break down what this means, why it matters, and how it should guide publishers, bloggers, SEOs, and businesses in the AI era.
The Context: AI Search Is Evolving, But the Fundamentals Aren’t
Search is changing fast. Features like AI Overviews, conversational search, and generative answers are transforming how people discover information. Naturally, publishers worry about:
- Losing traffic to zero-click results
- Being excluded from AI-generated answers
- Whether traditional SEO practices still work
During the podcast interview with Jason Howell and Jeff Jarvis, Nick Fox addressed these concerns directly.
When asked if publishers should treat their content differently to succeed in AI experiences, Fox was clear and direct.
Nick Fox’s Core Advice: Nothing Has Fundamentally Changed
Fox’s response can be summarized in one line:
If you were doing good SEO before, you’re already doing good AI optimization.
He explained that:
- The way to perform well in Google’s AI experiences
- Is very similar — essentially the same — as traditional search
- And it all comes down to building for users
Google’s internal philosophy hasn’t shifted. AI systems still rely on the same core signals:
- High-quality content
- Trustworthy sources
- Clear structure
- Real usefulness
AI may change how information is presented, but not what information is valued.
“Build for Users” Is Not a Slogan — It’s a Strategy
Fox emphasized a principle Google has repeated for over two decades:
Build what you would want to read. Build what you would want to access.
This idea sounds simple, but it’s powerful. It shifts the focus from tactics to intent.
What “Building for Users” Actually Means
Building for users involves:
- Answering real questions clearly
- Explaining topics in depth, not superficially
- Avoiding clickbait, fluff, and keyword stuffing
- Creating content written by people who understand the subject
AI systems are designed to surface content that satisfies users — not content that merely follows technical tricks.
Why AI Search Still Rewards Traditional SEO Skills
Many SEOs fear that AI will make their skills obsolete. In reality, AI search amplifies the importance of good SEO fundamentals.
Here’s why.
AI Needs Reliable Sources
Generative AI systems don’t invent knowledge from nothing. They rely on:
- Crawled web content
- Trusted publishers
- Clear, factual explanations
If your site demonstrates expertise, clarity, and usefulness, AI systems are more likely to reference or summarize your content.
AI Favors Structured, High-Quality Content
Well-structured content helps both humans and machines:
- Clear headings improve comprehension
- Logical flow aids summarization
- Concise explanations reduce ambiguity
These are classic SEO best practices — and they are also AI-friendly.
“Good GEO Is Good SEO”: Google’s Unified Message
Nick Fox’s statement aligns perfectly with what other Google representatives have said.
Danny Sullivan: Good GEO Equals Good SEO
Google’s Search Liaison, Danny Sullivan, recently explained that Generative Engine Optimization (GEO) is not a separate discipline.
If your content is:
- Helpful
- Accurate
- Well-written
- User-focused
Then it already meets the standards for both traditional and AI search.
Gary Illyes: “Just Do Normal SEO”
Earlier, Google’s Gary Illyes reinforced the same idea, saying publishers don’t need special AI tricks.
His advice was straightforward:
- Focus on normal SEO
- Don’t chase AI loopholes
- Don’t over-optimize
This consistency across Google leadership is important. It shows there is no hidden AI-only rulebook.
Why This Matters for Publishers and Content Creators
The shift to AI search has caused unnecessary panic in some corners of the industry. Nick Fox’s comments should offer reassurance.
You Are Not Starting From Zero
If you’ve been practicing SEO for years, you already know how to:
- Research user intent
- Write helpful content
- Improve site quality
- Earn trust and authority
These skills don’t disappear in the AI era. They become even more valuable.
Chasing AI Hacks Is Risky
Trying to reverse-engineer AI systems can lead to:
- Thin, over-optimized content
- Loss of credibility
- Penalties or visibility drops
Google’s guidance makes it clear: focus on users, not exploits.
What “Great Content” Looks Like in the AI Era
Although the principles are the same, expectations are higher.
Great content today should be:
- Original: Adds value beyond what already exists
- Clear: Easy to read, scan, and understand
- Trustworthy: Accurate, well-sourced, and honest
- Purpose-driven: Solves a real user problem
AI systems are trained to identify patterns of usefulness. Shallow content struggles to compete.
The Long-Term Advantage of User-First Publishing
AI search will continue to evolve. Features will change. Interfaces will improve. But one thing remains constant:
Google’s success depends on satisfying users.
That means:
- Content that genuinely helps people
- Sites that prioritize experience over manipulation
- Publishers who think long-term, not short-term
By building for users, you future-proof your site against algorithm shifts — whether AI-driven or not.
Final Takeaway: The Rules Haven’t Changed — They’ve Been Clarified
Nick Fox’s message cuts through the noise:
- AI search is not a new game with new rules
- It’s the same game, played more intelligently
- And the winning strategy remains unchanged
Build great sites. Create great content. Focus on users.
If you do that consistently, you’re already optimized — for traditional search, AI search, and whatever comes next.