A few days ago, I watched Robby Stein, Google’s VP of Product for Search, explain something that immediately clicked for me:
AI doesn’t randomly recommend businesses > it learns who to trust.
And the more he spoke, the clearer the pattern became.
It all starts with visibility.
AI doesn’t magically know your brand.
It discovers you the same way people do by seeing you everywhere.
Not in ads… but in reputable places:
- top articles
- expert lists
- credible websites
If your business is part of important conversations, AI assumes you’re worth recommending.
That’s why PR, mentions, and thought leadership matter more than ever.
Then comes your content.
Robby said something simple:
AI promotes businesses that genuinely help people.
Not keyword-stuffed pages.
Not robotic articles.
But content that answers real questions clearly and humanly.
If your website feels like it was written by someone who understands the audience, AI notices.
SEO still matters, just differently.
Traditional SEO isn’t dead.
But AI search listens to complex, conversational queries.
It’s no longer just:
“best plumber Toronto”
It’s:
“Who’s a reliable plumber near me that can come today and isn’t overpriced?”
When your content speaks like real humans speak, AI understands you better.
Trust signals seal the deal.
- Honest reviews
- Consistent listings
- A verified Google Business Profile
- Accurate directory information
AI pulls from every corner of the internet.
If all the signals match, it treats your business as credible.
The real takeaway?
AI recommends businesses that feel:
✔ Visible
✔ Helpful
✔ Trustworthy
It’s not a trick.
It’s simply showing people the brands that show up, contribute, and offer real value.
Great PR + human content + clean SEO = stronger AI visibility.
Watch a Youtube video here: https://youtu.be/79Ls8V5BGGA?si=EsgwRArL-b2aFNko