More and more customers ask an assistant instead of scrolling a list of links: who is the best dentist near me, which roofer works in my area, is this company reliable? If the answer quotes a page, you want it to be yours.
That has created a market of promises: special files, secret formats, "AI optimization" packages. Google has now published its own guide, and most of what it says is less exciting and more useful.
What Google actually says
Google's guide to its generative AI features (AI Overviews and AI Mode) makes a few points that matter for a local business.
The foundations are the same. Google says these features are rooted in its core ranking and quality systems, so the best practices of SEO continue to be relevant.
There is a technical floor. A page has to be indexed and eligible to be shown in Search with a snippet. Google's newer guide also says that, in addition to the technical requirements for Search, a site must be included in the generative AI features in Search Console. We could not open that setting from here, so check it in your own Search Console account.
You do not need special files. Google says you do not need llms.txt files, special markup or to chop your content into small pieces, and that its Search ignores llms.txt files. It also warns about third-party tools that claim to have access to Google's internal systems.
Content has to add something. The guide recommends unique, expert-led content and advises against recycling what others have already said or what a generative AI model could easily produce.
Page experience counts. Pages should work well on all devices, load quickly and make the main content easy to find. Google also mentions keeping Business Profile details up to date.
Nothing is guaranteed. Even a page that meets every requirement may not be indexed or shown.
What this means for your business
If the technical side is the same as ordinary Search, the question becomes: does your site say clearly what your business is, who it serves and how it works? An assistant can only quote what is written down.
Here is a simple way to check, using the questions your customers ask before they hire you:
| What the customer asks an assistant | Where the answer has to be on your site |
|---|---|
| "Does this company do [service] in [city]?" | A page for that service that names the city and describes the work in plain words |
| "How does it work, and how long does it take?" | A short process section on the service page |
| "What should I check before hiring someone for this?" | A useful article or FAQ written by someone who does the work |
| "Are they open, and how do I reach them?" | Hours, phone and address that match your Google profile exactly |
| "Can I trust them?" | Real reviews, real photos, licenses where they apply |
Notice what is not on the list: a trick. It is the same work as a good website, written for a person who has doubts.
Where it goes wrong
These are the problems we would look for first:
- The page is not indexed. A page that Google cannot index cannot be quoted. A noindex tag left over from when the site was built is a classic example.
- Names and details do not match. A different phone number on the site, the Google profile and a directory makes it harder for anyone, human or machine, to be sure which business is which.
- Services are described in one sentence. "We offer quality service" gives an assistant nothing to quote.
- The Spanish version is a translation. If half of your customers ask in Spanish, the Spanish pages need to answer in the words they use.
- Old information. Prices, hours and services that changed last year still sit on the page.
How to measure it
Google's guide points to a generative AI performance report in Search Console. It is the right place to see how your content performs in those features, instead of guessing. If nobody has set up Search Console for your site, that is the first step.
Be wary of any report that shows a "score" for AI visibility without saying where the data comes from.
Where AI helps, and where it does not
AI can speed up the work: draft a service page from your notes, suggest the questions customers ask, check that your details match across sites. It cannot know what is true about your business. A person has to confirm the services, the areas, the process and the policies, and keep them current as the business changes.
That is why this is ongoing work. The site you wrote last year is not the business you run today.
Questions to ask an agency before you hire them
- What exactly will you change on my site, and why does Google say that matters?
- Do you promise placement in AI answers? (If yes, ask where that promise comes from.)
- How will we know if the work is making a difference, and which report will you show me?
- Who writes the content, and who checks that it is true for my business?
- How will you keep my details consistent across my site, my Google profile and directories?
The short version
Google says its AI features rest on the same quality systems as regular Search, a page has to be indexed and eligible for a snippet, and special files like llms.txt are not needed. What helps is a site that explains your business clearly, answers real customer questions and keeps its details accurate. Nobody can guarantee that an AI will quote you. Check that your pages are indexed, that your details match everywhere and that your content says something only a business like yours could say.