Google’s VP of Product, Robby Stein, recently answered the question of what people should think about in terms of AEO/GEO. He provided a multi-part answer that began with how Google’s AI creates answers and ended with guidance on what creators should consider.
Foundations Of Google AI Search
The question asked was about AEO/GEO, which was characterized by the podcast host as the evolution of SEO. Google’s Robby Stein’s answer suggested thinking about the context of AI answers.
This is the question that was asked:
“What’s your take on this whole rise of AEO, GEO, which is kind of this evolution of SEO?
I’m guessing your answer is going to be just create awesome stuff and don’t worry about it, but you know, there’s a whole skill of getting to show up in these answers. Thoughts on what people should be thinking about here?”
Stein began his answer describing the foundations of how Google’s AI search works:
“Sure. I mean, I can give you a little bit of under the hood, like how this stuff works, because I do think that helps people understand what to do.
When our AI constructs a response, it’s actually trying to, it does something called query fan-out, where the model uses Google search as a tool to do other querying.
So maybe you’re asking about specific shoes. It’ll add and append all of these other queries, like maybe dozens of queries, and start searching basically in the background. And it’ll make requests to our data kind of backend. So if it needs real-time information, it’ll go do that.
And so at the end of the day, actually something’s searching. It’s not a person, but there’s searches happening.”
Robby Stein shows that Google’s AI still relies on conventional search engine retrieval, it’s just scaled and automated. The system performs dozens of background searches and evaluates the same quality signals that guide ordinary search rankings.
That means that “answer engine optimization” is basically the same as SEO because the underlying indexing, ranking and quality factors inherent to traditional SEO principles still apply to queries that the AI itself issues as part of the query fan-out process.
For SEOs, the insight is that visibility in AI answers depends less on gaming a new algorithm and more on producing content that satisfies intent so thoroughly that Google’s automated searches treat it as the best possible answer. As you’ll see later in this article, originality also plays a role.
Role Of Traditional Search Signals
An interesting part of this discussion is centered on the kinds of quality signals that Google describes in its Quality Raters Guidelines. Stein talks about originality of the content, for example.
Here’s what he said:
“And then each search is paired with content. So if for a given search, your webpage is designed to be extremely helpful.
And then you can look up Google’s human rater guidelines and read… what makes great information? This is something Google…
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