At Google Marketing Live 2026, senior vice president of Knowledge & Information Nick Fox explained how the search engine’s growing reliance on AI‑generated summaries is reshaping the rules of SEO. While the fundamentals of good SEO haven’t changed—high‑quality, relevant content still reigns supreme—Fox warned that the next wave of rankings will favor pages that go beyond surface‑level answers. In a world where AI can instantly generate concise overviews, the sites that thrive will be those that provide the next layer of insight, depth, and originality.
AI Summaries Are Becoming the First Touchpoint for Users
Google’s generative‑AI features, such as the AI‑driven “search summary” that appears at the top of many result pages, are designed to give users a quick answer without the need to click through. Fox described these summaries as a “first‑level response” that frames a query in broad strokes. For many everyday searches—weather, quick facts, simple definitions—the AI answer satisfies the user’s immediate need.
However, this convenience creates a new challenge for content creators. If the AI can already deliver a high‑level overview, the real value of a website lies in what it can offer after that initial answer. Fox emphasized that the content most likely to succeed will be the one that answers the follow‑up questions users have once they’ve read the AI summary.
- First‑level AI response: A concise, generic overview generated by Google’s models.
- Second‑level content: In‑depth analysis, case studies, data, or expert commentary that expands on the AI’s answer.
- Third‑level content: Unique perspectives, original research, or actionable steps that cannot be replicated by a language model.
In short, the AI summary is the doorway; your page should be the room that offers something the AI cannot.
Why Depth Beats Length in the AI Era
Google’s guidance on generative‑AI search has repeatedly warned against “commodity” content—pages that merely rehash facts already available elsewhere or that can be easily reproduced by a language model. Fox echoed this sentiment, noting that the search engine is looking for content that provides “real insight” rather than a collection of generic statements.
Depth, however, is not the same as word count. A 2,000‑word article that repeats the same points will not outrank a 800‑word piece that offers a fresh case study, original data, or a nuanced argument. The key is to deliver information that is:
- Specific: Targeted to a particular audience or use‑case rather than a broad, generic overview.
- Evidence‑based: Backed by data, research, or real‑world examples that a model cannot fabricate.
- Actionable: Providing clear steps, tools, or recommendations that help the reader move forward.
Fox did not disclose the exact metrics Google uses to assess “depth,” but the pattern is clear: the more a page can teach something the AI cannot already say, the higher its chances of ranking well in AI‑augmented SERPs.
How to Build Content That Goes One Level Deeper
Creating deeper content starts with a mindset shift. Instead of asking, “What does the user want to know?” ask, “What does the user still need to know after they read the AI summary?” Below are practical steps to help you answer that question.
- Conduct a “second‑question” audit. After identifying the primary query, brainstorm the follow‑up questions a user might have. Use tools like AnswerThePublic, People Also Ask, or even the AI summary itself to surface these secondary queries.
- Leverage original research. Surveys, experiments, or proprietary data give you material that no AI can generate on the fly. Publish the methodology, results, and interpretation.
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