At the recent Search Central Live Deep Dive – Asia Pacific 2025, a key session led by Google’s Cherry Prommawin and Gary Illyes addressed one of the hottest debates in the SEO world today:
Should we build separate optimization frameworks for AI-powered features like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO)?
The short answer from Google: Probably not.
AI Features Are Extensions, Not Replacements
Google made it clear that tools like AI Mode, AI Overviews, Circle to Search, and Lens behave much like existing Search features—such as featured snippets or knowledge panels. These AI-enhanced tools don’t require entirely new systems. They run on the same core Search infrastructure, using the same ranking signals and crawling mechanisms.
In other words: AI in Search is an added layer, not a separate engine.
Crawling & Indexing: Same Old Googlebot
All AI features still rely on the original Googlebot for crawling. It fetches, follows, and indexes content just like it always has.
However, Gemini—Google’s LLM model—does operate with its own specialized bots, feeding data into models for tasks beyond traditional search (like Gemini chat-based answers). Even then, it remains part of Google’s overall ecosystem.
When it comes to indexing, the foundation hasn’t changed either. Traditional techniques, enhanced by models like BERT, still power Google Search. These models understand natural language and refine how content is matched to user queries.
Serving Results: Unified Infrastructure
Once queries are received, Google’s AI-enhanced tools follow the same process:
- Parsing queries
- Identifying key terms
- Matching them with indexed content
- Ranking them using known signals (with help from RankBrain, MUM, and others)
What’s new is the presentation layer, where AI Overviews and summaries may appear. But the engine beneath is still the same.
What This Means for SEO Professionals
Both Cherry and Gary reinforced this key message:
“You don’t need a whole new playbook to show up in AI Search.”
For SEOs, this is huge.
It means your existing skills—understanding search intent, optimizing for crawlability, structuring content well, focusing on user experience—still matter and remain your biggest asset, even in the age of AI.
Creating separate GEO or AEO frameworks might overcomplicate things and pull your focus away from what already works.
🧠 Final Thoughts by Pranav Veerani
As someone who works at the intersection of traditional SEO and AI-powered search, I believe this is a reminder to focus on fundamentals. Google Search continues to evolve, but its core remains stable and reliable.
Instead of chasing every new AI acronym, double down on:
✅ High-quality, helpful content
✅ Strong site structure and crawlability
✅ Clear intent-matching
✅ Continuous testing and refinement
That’s what works in classic SEO—and it’s exactly what will help you thrive in this AI-driven era too.
Stay sharp, stay curious.