Google says there is nothing extra you have to do to appear in AI Overviews or AI Mode. What changes is which pages win: specific, genuinely useful pages about each service, sector and project, easy to crawl and clearly linked together.
Is SEO still worth doing now Google uses AI search?
Yes. AI Overviews and AI Mode have changed the way people can discover businesses through Google. People ask longer, more specific questions, and Google assembles an answer from several web sources. That does not mean abandoning SEO for a secret new discipline called GEO or AEO.
Google’s own guidance for site owners points straight back to the fundamentals: content that can be crawled, pages that are genuinely useful, information organised clearly, and a good experience for the person reading.
Why can one Services page not be found for everything?
A typical small-business website has Home, About, Services and Contact. The Services page then tries to explain twelve completely different things. That was already a weak SEO structure, and conversational search makes the weakness plainer.
Google describes AI Mode as splitting a question into subtopics and searching for each one at the same time — it calls this “query fan-out”. If somebody asks a detailed question about one service, sector or problem, a page dedicated to that subject gives Google far more to work with than three sentences halfway down a generic Services page.
Useful specificity beats simply producing more words.
What pages should a business build for AI search?
Not hundreds of pages for every question you can think of. Start with the questions customers genuinely ask before they buy, and give each important answer a proper home.
Why do your projects beat generic AI content?
AI can write another “10 Benefits of a Professional Website” article in seconds. So can every competitor. It cannot recreate your completed projects, your photographs, your process or your first-hand experience.
Turn strong projects into proper case studies: what was needed, what you delivered, which services were involved, where it was and what made it interesting. That helps a customer judge you, and gives search systems original information tied to your business.
Do images and video help you get found in AI search?
They increasingly can. Search is no longer only a list of blue links, and Google supports visual and multimodal ways to search. For visual businesses — builders, flooring installers, fabricators — genuine project photographs are worth far more than a folder of anonymous stock images. Use clear, relevant images in context, with alt text that describes them.
How do you make a website easy for Google to understand?
- Crawling is allowed — in robots.txt and by your host or CDN, which Google lists first among the fundamentals
- Clear navigation, descriptive page titles and sensible headings
- Crawlable internal links between related services, sectors, projects and articles
- A visitor reading a construction project can reach the construction service in one click
- Someone reading an SEO guide can see how you actually provide SEO
- Pages that load quickly and work properly on a phone
Which “AI SEO” tactics should you ignore?
There will always be a new checklist promising a shortcut. Google’s documentation says there are no special optimisations required for its AI features, so be sceptical of anything sold as one.
- Files or markup sold as an AI ranking trick
- Hundreds of AI-written question pages
- Rewriting everything for “GEO”
- Keyword-stuffed alt text and filenames
- Useful pages for the services that matter
- Real projects, photographs and expertise
- Clean structure and internal links
- Fast pages that work on mobile
What we are changing on client websites now
Our builds increasingly centre on clear service architecture, sector expertise, genuine project content, useful supporting articles, strong internal linking, fast pages and high-quality imagery — the approach behind our SEO work and sector builds like websites for electrical contractors.
The aim isn’t to optimise for a robot. It’s to make the business exceptionally easy to understand, whether the visitor arrives from a traditional result, an AI answer or somewhere else entirely. If you want the detail on page structure, read should every service have its own page?
Want your website ready for the way search is changing?
We build fast websites and SEO structures around the services, sectors and customers a business actually wants. If your site still expects one Services page to do everything, show us what you’ve got.
Talk to Whiteski →Sources. AI features and your website — Google Search Central · Optimising for generative AI features — Google · AI Mode — Google Search Help · New controls for website owners — Google, June 2026