The May 2026 Core Update is underway. And Google says: GEO is SEO.

This week brought two updates from Google Search Central. On May 15, the first official guide to AI-powered search was released. On May 22, the May 2026 Core Update went live. Both developments affect every business with a website. We explain what small and medium-sized businesses should check now and which myths they should ignore.

What’s happening right now?

Google has made two changes simultaneously. First, a new Core Update has been rolling out since May 22, 2026. Second, the official Google guide on optimizing for generative AI features has been available since May 15.

The Core Update is a comprehensive adjustment to the search algorithms. Google is rolling it out worldwide. The full rollout typically takes two to four weeks (Google Search Status Dashboard).

The guide addresses a question that has been circulating in the industry for months. Is SEO still worth it if AI answers dominate search results? Google’s answer is in the title of the post: GEO is SEO (Google Search Central Blog).

What does this mean for SMEs?

First: Anyone running a clean website with helpful content doesn’t need to learn anything new. The basics remain the same: indexability, clear structure, relevant content. This is exactly what the new guide lists as the foundation for visibility in AI Overviews and AI Mode (Google Developers).

Second: The Core Update evaluates content more holistically. Pure keyword matches are no longer enough. Google asks: Does this page provide real value to users? Is there a recognizable source behind it? Is the information up-to-date?

Third: AI-generated texts without editorial review are losing visibility. We’ve seen this in client projects since the March update. Those who’ve published 50 generic ChatGPT articles are slipping in the rankings. Those who’ve created 10 genuine, practical articles based on their own experience are coming out on top.

What Google explicitly labels as a myth

The guide debunks five claims that have been sold as “GEO hacks” in recent months (Google Developers):

1. An `llms.txt` file is useless. Google treats it like any other file. No special status for AI crawlers.
2. Content chunking is unnecessary. Google reads entire pages and understands context. No one needs to break their text down into tiny snippets.
3. Special “AI language” doesn’t work. The system understands synonyms and search intent anyway. Anyone who rewrites text to make it sound “AI-friendly” is wasting their time.
4. Artificial brand mentions don’t help. Paid mentions in blogs and forums get caught in spam filters. Just like with traditional link building.
5. There is no special schema markup for AI. Structured data remains useful for rich results. But no new schema opens the door to AI overviews.

Anyone selling these five points as a consulting service hasn’t read the guidelines.

A concrete example from our client discussions over the past few weeks: A web agency offered a mechanical engineering firm in Baden-Württemberg a “GEO audit” for 4,800 euros. Content: Create llms.txt, break content into chunks, add new schema markups. According to Google’s own guidelines, none of these steps are effective. That money would be better spent on genuine, practical content—exactly what Google rewards, according to the guidelines.

What we’re checking at Waterproof Web Wizard right now

In the current update, there are three immediate actions. They are unspectacular. They work.

1. Label content with real-world experience

Google ranks “non-commodity content” higher. This refers to texts with a unique perspective, original research, and personal experience. An example from the guidelines: The question “What tips for first-time homebuyers?” produces generic content. The question “Why we skipped the inspection and saved money on the sewer line” demonstrates experience.

Translated for SMEs: Every blog post needs an answer to the question “Why am I, of all people, writing this?” If the answer is missing, anyone else could write the same text. Then it has no added value.

2. Check technical hygiene

Search Console remains the control center. We check:

– Indexing status of the most important pages–

Page Experience Report (Core Web Vitals)

– Duplicate content alerts–

Robots.txt and crawlability for AI crawlers

If you don’t have these basics under control, you won’t rank in any search results—neither in traditional search nor in AI overviews.

3. Update local data

Keep your Google Business Profile up to date. Collect reviews. Check the address, business hours, and service description. This has been important for years. It’s becoming even more important with AI Overviews because generative responses specifically incorporate local content.

In practice, we often see the same pattern with B2B SMEs. The profile exists. The last review is from 2022. The service descriptions are neglected. Anyone who invests two hours here will visibly increase their local reach. Without an advertising budget, without tools, without consulting.

4. Strengthen content with your own visual material

The guide highlights images and videos. Generative responses display visuals that match the topic. Those who use only stock photos have no advantage. Those who use their own photos from the business signal authenticity. A smartphone photo of your own warehouse conveys more credibility than the hundredth AI-generated stock image.

A key figure to take away

At I/O 2026, Google cited a figure that many overlooked. AI Overviews reach 2.5 billion monthly active users (Google I/O Keynote). So anyone who still focuses solely on “traditional” rankings and ignores AI Overviews is seeing only a fraction of their visibility today.

The good news is in the guide: If you optimize for classic search, you automatically optimize for AI answers. There is no disconnect. There is only a shift in attention.

For B2B SMEs, this means in practice: Attention is shifting from the top position to being mentioned in the AI answer. More than half of Google searches currently end without a click. Users read the AI answer and move on. The brands mentioned in that answer are the winners.

So, if you only look at click numbers, you’re seeing half the story. If you pay attention to mentions and source references, you’ll see the other half.

What you can do this week

A suggestion for Monday morning:

1. Open Search Console. Look at the last 28 days. Has visibility changed since May 22?
2. Go through the website’s five most important pages. Do they answer a specific question? Do they draw on your own experience?
3. Review the last 10 blog posts. Does any of them sound like generic ChatGPT text? If so, either rewrite that post or remove it from the index.

These three steps take an hour. They’ll quickly show whether the update hits the mark or misses it.

Conclusion

The May 2026 Core Update confirms what the last two updates have already shown. Google rewards substance. It penalizes quantity. The GEO Guide dispels half-truths and reassures: Those who master SEO fundamentals are also well-positioned for AI search.

Not a new game. Different moves. Those who check their foundation now will gain time for the rest of the year.

Frequently Asked Questions

When will the May 2026 Core Update be fully rolled out?

Google hasn’t given an exact end date. Previous updates took two to four weeks for the global rollout. The Google Search Status Dashboard shows the exact status.

Do I need to create an llms.txt file now?

No. Google treats this file like any other file on the website. There is no advantage for visibility in AI Overviews. The official guide explicitly debunks this myth.

What is the difference between SEO and GEO?

For Google, there is none. The official guide from May 15, 2026, states: “Optimizing for generative AI search is still SEO.” According to Google’s definition, Generative Engine Optimization is a new term for the same discipline.

How can I tell if my website has been affected by the update?

Open the Performance Report in Google Search Console. Set the time range to the last 28 days. A significant drop starting on May 22, 2026, indicates the effects of the update. A comparison with the three weeks prior provides the baseline.

Is 1,000 words per blog post enough?

There is no ideal length. The guide emphasizes: What matters is substance, not word count. A concise 600-word text based on real experience beats a 2,000-word text based on standard knowledge.

Prefer plain talk over GEO hype?

We listen, look at Search Console, and honestly tell you what matters. Get in touch.

Dennis Hüttner, Waterproof Web Wizard GmbH

Sources:

1. Google Search Status Dashboard: May 2026 Core Update

2. Google Search Central Blog: A new resource for optimizing for generative AI in Google Search (May 15, 2026)

3. Google for Developers: Optimizing your website for generative AI features on Google Search

4. Google Blog: I/O 2026 Welcome to the agentic Gemini era