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Google is sending a very clear signal: SEO is no longer just about the “ten blue links,” but is gradually moving toward a search experience tied to tasks and AI assistants. For Vietnamese marketers, this is especially important because it directly affects how content is created, how visibility is optimized, and how performance is measured in the AI Search era.
In the latest statements from Google leaders, one message stands out as fairly consistent: if businesses want to appear well in AI Search or in new search experiences, they still need to return to the core foundation — useful content that is worth reading and serves users’ needs correctly.
Search and agents are evolving into one product
In Search Engine Journal’s analysis, the author cites Google CEO Sundar Pichai’s statement that many information-seeking queries will gradually become more “agentic” in Search — meaning users will not only look for answers, but also delegate tasks so the system can help complete the next steps. Nick Fox, who leads Search, Ads and Commerce at Google, also emphasized that optimizing for AI search is fundamentally no different from optimizing for traditional search: create good content.
The notable point here is that the line between “search” and “agent” is becoming blurred. As Google integrates AI Mode into Chrome, enables search agents to run in the background for more complex queries, and expands capabilities such as form filling, booking, or transaction support, the search experience is no longer limited to displaying information. For marketers, this means the user journey may extend beyond a single click, and content needs to be clear enough to support both discovery and the next action.
Source: Search Engine Journal, Search And Agents Are One Product. You Only Need One Playbook.
Google emphasizes: visibility in AI depends on content people actually want to read
In the second signal, Search Engine Journal reports that Google continues to emphasize a familiar principle that is becoming even more valuable in the AI context: content that wants to perform well must be content that people genuinely want to read. In other words, AI does not replace quality standards; it makes those standards stricter. If content is shallow, repetitive, or created only to “take up space” on the search page, the chances of being cited or prioritized by AI will not be high.
This message is especially relevant for SEO and content marketing teams. In the past, many tactics could focus on keyword structure, links, and on-page techniques. But in the AI Search context, content also needs to clearly demonstrate expertise, useful perspective, strong explanatory ability, and alignment with search intent. This further reinforces the E-E-A-T trend: content must show experience, expertise, authenticity, and real usefulness for readers.
Source: Search Engine Journal, Google Says AI Visibility Hinges On Content People Actually Want To Read.
A perspective for the Vietnamese market
For Vietnamese businesses and publishers, these two signals point to a fairly clear direction: do not separate traditional SEO and AI Search optimization into two disconnected strategies. Instead, build a shared playbook centered on content that is truly useful, clearly structured, demonstrates expertise, and fully addresses the user’s search intent.
In practice, this can start with very basic actions: writing titles that closely match user needs, structuring articles around the questions Vietnamese users actually ask, adding concise but accurate explanations, and prioritizing the credibility of cited sources. In competitive sectors such as e-commerce, finance, education, travel, or B2B software, content must be easier to read, easier to use, and deep enough to serve readers while also catching the attention of AI systems.
In short, AI Search is not making SEO disappear. It is forcing SEO back to its core value: understanding users better, answering better, and creating content that people genuinely want to spend time reading.
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This article focuses on SEO and AI Search with a perspective for the Vietnamese market.
References
- Search And Agents Are One Product. You Only Need One Playbook
- Google Says AI Visibility Hinges On Content People Actually Want To Read
- Google Says AI Visibility Hinges On Content People Actually Want To Read
- Search Engine Journal — Google Says AI Visibility Hinges On Content People Actually Want To Read via @sejournal, @martinibuster
