Google expert defends AI’s influence on search

Luke Meredith

Liz Reid, Google’s Head of Search, recently argued in an interview that artificial intelligence (AI) is becoming a bigger part of search, but it’s not taking over.

According to Reid, Google is changing how people search online, but it’s not replacing the old ways – it’s building on them. On the other hand, Google believes AI is helping people ask better questions and find deeper answers.

For business owners, this means opportunity. Reid said that people are now typing longer and more detailed questions into Google. That’s because AI makes it easier to ask follow-ups and explore topics more deeply. As a result, users are clicking on more meaningful content, not just quick answers.

This shift is designed to reward websites that offer helpful, trustworthy information. However, while this may be Google’s intention, some business owners and SEO (search engine optimisation) professionals have suggested that the influence of AI on search is negatively impacting their ability to be found by potential customers online.

However, Reid did make it clear that the classic “blue link” isn’t going away. Google still wants people to hear from real humans, experts, creators and communities. That’s why they’re testing new features like links in AI answers, which send users directly to the original source. This could be a big win for businesses that create strong content.

The message to business owners is simple: don’t write for search engines, write for people. Reid warned that shallow content won’t stand out anymore. If your website only offers surface-level answers, AI might already do that better. But if you provide real value, like expert advice, unique insights or engaging stories, Google’s new search tools could help more people find you.

If you want your website to stand out in the changing search landscape, we’ve got you covered at Engage Web. Book a call with our team now and see how we can help you with your AI SEO optimisation.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

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