Google has published new guidance for appearing in generative AI search experiences. The message for businesses is refreshingly practical: useful, original content and sound SEO fundamentals matter more than chasing a separate “AI optimisation” formula.
For brands operating across the UK and UAE, this creates an opportunity. Buyers increasingly ask detailed questions rather than typing two-word searches. A strong answer—supported by original video, local expertise and a technically accessible website—can help a brand become discoverable in both traditional results and AI-powered search.
What changed in Google Search?
In May 2026, Google Search Central released a dedicated resource on optimising for generative AI features. It emphasises valuable, non-commodity information and specifically highlights local, image and video content. Google also says established SEO best practices remain the foundation.
That means there is no magic “GEO” switch. Search systems still need to crawl the page, understand its subject and trust that it gives people a satisfying answer.
1. Publish first-hand knowledge, not generic summaries
A useful article should contain something only your business can contribute: a project lesson, process, comparison, local observation, original photograph, expert quote or short demonstration. For a property company, that might be a filmed walkthrough explaining what international buyers usually miss. For a clinic, it could be a clinician answering a common pre-treatment question. For a hospitality brand, it may be a behind-the-scenes story about sourcing and service.
Specific experience makes content harder to copy and easier to trust. It also gives search engines clearer evidence of genuine expertise.
2. Build one page around one real customer question
Start with questions sales teams hear repeatedly. Use the question in the title or opening, answer it directly, then add examples and practical detail. Avoid padding. A reader in London searching “how much does a corporate video cost?” and a reader in Dubai asking “what should a real estate video include?” both want a clear, locally relevant response.
3. Make video understandable beyond the player
Video can demonstrate credibility quickly, but the surrounding page matters. Give every important video a descriptive title, concise introduction, useful transcript or summary, relevant still image and nearby context. Keep the video visible on the page and use a strong thumbnail. These elements help people—and search systems—understand what the video contains.
4. Create separate UK and UAE proof
Do not simply swap city names on otherwise identical pages. UK and UAE audiences have different buying contexts, visual expectations, seasonal calendars and regulations. Show real work, local terminology and market-specific advice. Link each article to a relevant service page and to a clear way to enquire.
5. Strengthen the technical foundation
Check that important pages are indexable, load quickly on mobile and have descriptive page titles. Use accurate image alternative text, logical headings, internal links and structured data where appropriate. Submit a current sitemap in Google Search Console and monitor which queries and pages gain impressions.
A practical content format
A reliable monthly pattern is: one in-depth answer article, one original case study, one expert video and several short clips cut from the same production. The article provides searchable context; the video supplies human evidence; the clips create distribution across social channels.
What this means for your next campaign
AI-powered discovery raises the value of content that is clear, original and demonstrably useful. Brands that document real expertise now can earn visibility across search, social and AI experiences without creating separate content for every platform.
Creative & Co. produces cinematic brand videos, campaign content and social-first edits for businesses in London, Dubai and Abu Dhabi. Talk to our team about building a video-led search strategy.
Source: Google Search Central, May 2026.
