Google’s latest guidance puts original, useful content at the centre of visibility in AI search. For brands serving customers in the UK and UAE, that means publishing video and written content with clear first-hand value—not simply rephrasing what is already online.
Google’s 2026 guidance says its AI search features are designed to surface original content and trusted sources. Creative teams can respond by combining local expertise, real production experience and practical answers for customers in London, Dubai and Abu Dhabi.
What “original” means in practice
Original content does not require a giant newsroom. It can be a behind-the-scenes production note, a local case study, a walkthrough filmed on location or a clear explanation of how a service works. The important question is: what can your business show, test or explain that a generic article cannot?
Build pages around real customer questions
Start with questions sales teams hear every week. A property brand might answer how to prepare a Dubai listing for vertical video. A London service business might explain the timeline from brief to final edit. Use plain language, show the process and include details that help a reader make a decision.
Use video to prove the point
- Demonstrate: show the setup, workflow or finished result.
- Explain: add a short presenter-led answer to one focused question.
- Document: capture genuine locations, people and production decisions.
- Clarify: provide captions, a transcript and a useful summary.
Keep the opening direct. Viewers should understand the promise in the first few seconds, whether they discover the video through Google Search, YouTube or social feeds.
Localise for UK and UAE audiences
One global page can support both markets, but local context increases relevance. Reference the audience’s terminology, timezone, currency and buying journey. If the offer differs between the UK and UAE, create separate sections or landing pages rather than forcing one vague call to action.
Make the page easy for search systems to understand
Use a descriptive title, a concise meta description and headings that match the questions your audience asks. Add a transcript where it improves accessibility. Link to related services and include a clear enquiry path. Structured content helps people scan and gives search systems a stronger understanding of the page.
A practical publishing checklist
- Choose one specific customer problem.
- Add a first-hand example, location or production insight.
- Film or illustrate the explanation clearly.
- Write a useful summary and transcript.
- Review every claim and source.
- Link to the relevant Creative & Co. service page.
The takeaway
AI search does not remove the need for good storytelling. It raises the value of content that is clear, distinctive and grounded in real expertise. Brands that document what they know—and make it useful for both UK and UAE audiences—give searchers a reason to trust them.
Creative & Co. creates strategy-led video and content for brands in London, Dubai and Abu Dhabi. Talk to our team about an original content campaign.
Source: Google, How Google Search helps you find original, quality content.
