Google’s Head of Search on How AI Is Changing Google Search

Liz Reid, Google’s Head of Search, recently sat down for an interview to discuss how artificial intelligence is reshaping the way people find information online. Her perspective gives a clear picture of where Google is headed — and what business owners should be paying attention to.

1. AI isn’t replacing Search — it’s making it smarter

Reid called AI the biggest shift she’s seen in her two decades at Google, but she made it clear that Search isn’t being replaced by chatbots. Instead, AI is being built directly into the way Google presents results.

You’ve probably seen it already: AI Overviews now appear at the top of some searches, summarizing key information and citing sources below. According to Reid, the goal isn’t to stop people from visiting websites, but to make it easier to understand a topic and decide where to click next.

What to do:
Keep focusing on high-quality, trustworthy content. The summaries Google shows are pulled from reliable sources — and if your site offers clear, useful answers, it can be one of them.

2. People are searching differently

Reid explained that users are now typing longer, more conversational searches, and younger audiences often turn to videos, forums, and short-form content for answers.

Google is adjusting its algorithm to reflect this shift — giving more visibility to diverse content types instead of only traditional articles.

What to do:

• Write like you’re answering a real customer question.

• Mix in other formats — short videos, visuals, FAQs, or community-style content.

• Keep your tone natural and conversational.
  
  

3. Originality now beats optimization

Reid said Google is filtering out what she called “AI slop” — low-value, repetitive content that adds nothing new. What users actually click on are deeper, human-driven pages that show real expertise or unique perspective.

What to do:

• Don’t just restate what’s already online — share how you do things differently.

• Use real examples, local experiences, and customer stories.

• Focus on being helpful, not just perfectly optimized.
  
  

4. Google still wants to send traffic to real people

Despite the rise of AI summaries, Reid emphasized that Google remains committed to supporting the open web — helping users connect with trusted creators, experts, and businesses. She even said Google is testing inline links within AI Overviews to make it easier for users to visit original sources.

What to do:
Make your content easy for Google to reference:

• Use clear headings, structured data, and visible author or business info.

• Build credibility through reviews and consistent business listings.
  
  

5. Search is growing, not shrinking

Reid said that while some queries might get fewer clicks, the total number of searches is actually increasing. As AI makes finding information faster, people are asking more questions than ever — especially about local topics and niche interests.

What to do:
Double down on local SEO. Optimize your Google Business Profile, use location-based keywords, and keep your content up to date. If you’re not sure where to start, Local Howl can help you get discovered through Google Business Profile Optimization.

Final Takeaway

Google Search is evolving fast — but the fundamentals haven’t changed. Reid’s message is simple: authentic, helpful content still wins.

For business owners, the goal isn’t to outsmart AI. It’s to become the kind of trusted source that both Google and customers rely on.