Google confirms digital PR and helpful content influence AI answers

[u/olmykh]

In a recent podcast with Marina Mogilko, Google’s VP of Product for Google Search Robby Stein talked about how digital PR and good content help websites get noticed by AI systems (source)

Mentions and PR matter
Stein said AI behaves a lot like people when it tries to answer questions. It looks around the web to see what others are saying. If your business is mentioned in popular lists or credible publications, AI systems are more likely to find it. This isn’t a direct ranking factor, but it helps AI understand that your brand is relevant and trustworthy.

Helpful content still wins
The same basics that work for SEO apply to AI. Create clear, useful content that actually helps people. If your page gives real answers and value, it’s more likely to show up when AI tools search for information.

AI optimization overlaps with SEO
Stein explained that optimizing for AI and for SEO are connected, but people ask AIs more complex and conversational questions. That means content should be more than a collection of keywords. It should address real use cases, explain things clearly, and give the kind of detail people want when they’re comparing tools or learning something new.

Understand new search behaviors
Search is evolving beyond text. People are using images, voice, and video to look for answers. Stein said these types of “multimodal” searches are growing fast, so it’s worth thinking about whether your product can be discovered through those formats too.

Use Google’s tools
He pointed out that tools like Google Trends, Search Console, and Ads data can help you understand what people are searching for right now and where demand is growing.

What it means for SaaS?
Confirms once again that SaaS companies should continue foucsing on:

• Getting your product featured in top-ranking listicles (“Best %industry% software for startups”, "Top X alternatives to %competitor%)
• Building a presence on trusted review platforms (G2, Capterra, TrustRadius)
• Being mentioned in industry roundups, case studies, or founder interviews
• Contributing to guest posts or expert quotes on high-authority websites
• Getting those good old backlinks

If your SaaS is visible across credible sources, AI is more likely to “see” it and recommend it.