Optimising for Google AI search, as of December 2025, primarily involves ensuring your website content is structured with schema markup and adheres to Google’s Search Generative Experience (SGE) guidelines, as the AI prioritises information it can readily understand and synthesise for AI Overviews.
Google’s AI search currently leverages its Gemini models to generate AI Overviews, drawing information from multiple sources to answer user queries. The system analyses web pages for semantic meaning, not just keywords. Google’s indexing system now includes a stronger emphasis on structured data, particularly schema.org vocabulary, to identify entities, relationships, and facts. For Australian businesses, this means implementing schema markup relevant to local business details (address, opening hours, services, products) is crucial. Google Business Profile data is directly integrated into SGE results, and maintaining accurate, complete profiles is essential. Google has confirmed that in 2026, the ‘Helpful Content’ system will be further integrated with AI ranking signals, penalising content created primarily for search engine manipulation. The Australian Competition and Consumer Commission (ACCC) continues to monitor Google’s AI practices for compliance with Australian consumer law.
Ultimately, Google AI search functions by identifying, understanding, and summarising information from websites, prioritising those with clear semantic structure and high-quality, user-focused content.
