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Google je napisao šta NE morate raditi za AI pretragu

11. septembar 2026.

Ovaj mjesec će vas neko nazvati i ponuditi vam mjesto u ChatGPT-u i u Googleovim AI odgovorima. U ponudi se obično spomene fajl koji se zove llms.txt, ili rezanje teksta na sitne dijelove, ili poseban kod za AI.

Google je u maju 2026. objavio stranicu baš o tome i najavio je na svom blogu. Poglavlje se zove "Mythbusting generative AI search: what you don't need to do", to jest šta ne morate raditi. Citati su u originalu, na engleskom, i ispod svakog stoji link. Ne prevodimo ih jer se u prijevodu značenje lako namjesti kako nekome odgovara. Provjerite kod njih.

Fajl llms.txt

"You don't need to create new machine readable files, AI text files, markup, or Markdown to appear in Google Search (including its generative AI capabilities), as Google Search itself doesn't use them."

Izvor: Google, vodič o generativnoj AI pretrazi

A ako ga već imate:

"It's completely fine if you decide to create and maintain LLMS.txt files (or other similar files) for other services or systems that use these files. Doing so will neither harm nor help your site's visibility or rankings in Google Search, as Google Search ignores them."

Izvor: Google, vodič o generativnoj AI pretrazi

Mi taj fajl imamo na ovoj stranici i napravili smo ga jednom klijentu. Google ignoriše oba. Drugi asistenti ga možda čitaju, zato stoji. Nije na našem cjenovniku i nikad nije bio.

Rezanje teksta na sitne dijelove

"There's no requirement to break your content into tiny pieces for AI to better understand it. Google systems are able to understand the nuance of multiple topics on a page and show the relevant piece to users."

"There's no ideal page length, and in the end, make pages for your audience, not just for generative AI search."

Izvor: Google, vodič o generativnoj AI pretrazi

Ako vam to neko naplati, platili ste posao koji Googleu ne treba.

Prepisivanje teksta da se dopadne mašini

"You don't need to write in a specific way just for generative AI search. AI systems can understand synonyms and general meanings of what someone is seeking, in order to connect them with content that might not use the same precise words."

Izvor: Google, vodič o generativnoj AI pretrazi

Ovo vas košta dva puta ako platite. Tekst pisan za mašinu se i čita kao takav, a čovjek koji odlučuje hoće li vas nazvati to osjeti.

Poseban AI kod na stranici

"Structured data isn't required for generative AI search, and there's no special schema.org markup you need to add."

Izvor: Google, vodič o generativnoj AI pretrazi

Pročitajte i sljedeću rečenicu, jer većina objava o ovome stane jednu rečenicu prerano:

"However, it's a good idea to continue using it as part of your overall SEO strategy, as it helps with being eligible for rich results on Google Search."

Izvor: Google, vodič o generativnoj AI pretrazi

Strukturirani podaci i dalje rade svoj posao. Oni stavljaju vaše radno vrijeme, adresu i cijenu ispod rezultata. Samo ne postoji AI verzija koja se kupuje.

Plaćanje da vas neko spomene

"However, seeking inauthentic "mentions" across the web isn't as helpful as it might seem. Our core ranking systems focus on high-quality content while other systems block spam; our generative AI features depend on both."

Izvor: Google, vodič o generativnoj AI pretrazi

Alati koji tvrde da imaju Googleove brojke

Druga stranica, zadnja izmjena 5. juna 2026:

"Third-party tools don't have access to our internal ranking data. They can't guarantee performance. Any predictions are their own and like predictions generally, may not happen."

"Some of these services may be helpful in your work, while others may make claims or imply that what they do is somehow "acceptable" or "approved" by Google Search. Google doesn't evaluate third-party services, so be wary of such claims and those making them. Keep in mind that using a service or tool doesn't guarantee ranking success."

Izvor: Google, upute o tuđim SEO alatima

Šta onda radi

Ista stranica odgovara i na to, i odgovor je dosadan:

"Creating content that people find unique, compelling, and useful will likely influence your website's presence in generative AI search in the long run more than any of the other suggestions in this guide."

Izvor: Google, vodič o generativnoj AI pretrazi

Sadržaj koji je ljudima koristan. Dosadan odgovor, i zato ga niko ne prodaje. Ispod toga stoji tehnički dio koji se nije promijenio deset godina. Stranica se može pročitati i indeksirati, i otvara se na telefonu na mobilnom internetu. Naslovi kažu o čemu je dio ispod njih. Cijene i radno vrijeme su napisani kao tekst, a ne ubačeni kao slika, i fotografije imaju opis. Ono što na stranici piše o radnom vremenu, adresi i telefonu slaže se s Google profilom.

O ona dva slova koja vam neko naplaćuje:

"From Google Search's perspective, optimizing for generative AI search is optimizing for the search experience, and thus still SEO."

Izvor: Google, vodič o generativnoj AI pretrazi

Izvori

Google, "Optimizing your website for generative AI features on Google Search". Na samoj stranici piše "Last updated 2026-07-10 UTC". Majski datum ne piše na njoj: Google je stranicu najavio na svom Search Central blogu u petak, 15. maja 2026, objavom "A new resource for optimizing for generative AI in Google Search".

developers.google.com/search/docs/fundamentals/ai-optimization-guide

developers.google.com/search/blog/2026/05/a-new-resource-for-optimizing

Google, "Google Search's guidance on using third-party SEO tools, services, and advice". Na stranici piše "Last updated 2026-06-05 UTC".

developers.google.com/search/docs/fundamentals/third-party-seo