If you’ve noticed Google becoming more like a “conversation” and less like a list of links, you aren’t alone. Google has introduced AI Mode, a turn-based, conversational way to search.

But for website owners and creators, the big question is: How do I make sure my site shows up there? Google’s Robby Stein recently shared that while the technology is new, the “rules” for success are actually built on 25 years of search history. Here are the 5 simple factors you need to focus on to rank in AI Mode.

1. High Quality (No Shortcuts)

AI Mode isn’t just looking for “content”; it’s looking for the best content. This means your information needs to be accurate, well-written, and genuinely helpful. If a human thinks your page is great, the AI likely will too.

2. Fast Loading Speeds

Technical performance still matters in the age of AI. If your website takes too long to load, Google’s AI is less likely to recommend it as a source. Speed is a sign of a good user experience, and Google rewards it.

3. Originality (Bring Something New)

AI can summarize existing facts, but it can’t invent new insights. To stand out, your content should offer something unique—like personal experience, original data, or a fresh perspective. Avoid simply repeating what everyone else is saying.

4. Direct Relevance

In AI Mode, Google uses a technique called “Query Fan-out.” This means when a user asks a question, the AI creates dozens of hidden follow-up questions to find the perfect answer. To rank, your content needs to directly answer the specific questions people are asking.

5. Cite Your Sources

Trust is everything. Google’s AI prefers sources that are transparent. If you state a fact, show where it came from. Linking to reputable sources and having a clear “About Us” or author bio helps the AI see you as a trustworthy authority.