GOOGLE PUBLISHED RULES OF THUMB FOR SEO TOOLS AND ADVICE.
Small business owners are often pitched SEO and "AI search" tools. In June 2026 Google published its own guidance on how to judge them, and added new questions to its page on hiring an SEO. We are an agency, so this applies to us too. Here is what Google says.
AT A GLANCE
By Conqueror Capital · Published
The change: On June 5, 2026, Google added guidance on using third-party SEO tools, services and advice, and updated its Do you need an SEO? page.1
WHAT CHANGED
On June 5, 2026, Google added a page called "Google Search's guidance on using third-party SEO tools, services, and advice". The same day it added guidance to its "Do you need an SEO?" page on evaluating your SEO's recommendations and tools, and simplified that page. Google says the goal was to highlight important considerations when evaluating third-party SEO tools and advice.1
WHAT GOOGLE SAYS
- Check advice against Google's own guidance. Google says some third-party advice about SEO, search listings and AI experiences (sometimes called AEO or GEO) may misinterpret or make claims about what "Google says". Good advice either qualifies claims as opinion based on data or experience, or cites official Google Search guidance.2
- Google doesn't approve tools. Some services imply that what they do is "acceptable" or "approved" by Google Search. Google says it doesn't evaluate third-party services, so be wary of such claims.2
- No tool has Google's ranking data. Third-party tools don't have access to Google's internal ranking data and can't guarantee performance. Any predictions are their own.2
- Some tool data gets mistaken for Google data. Google notes that some users misinterpret third-party data as coming from Google.2
- Use Search Console. Whether or not you use a third-party tool, Google strongly encourages Search Console, which gives data directly from Google Search.2
Google lists the kinds of services it means: sitemap generation, indexing directives, generating "SEO-optimized" content, advice claimed to improve rankings, and tools promising improvements in AI experiences.2
IF YOU HIRE SOMEONE
Google's "Do you need an SEO?" page now tells you to evaluate your SEO's recommendations and tools. Before making significant changes based on a third-party audit, check the recommendations against official Google guidance. Google suggests asking:3
- Do they cite official Google documentation as supporting evidence?
- If they offer AEO or GEO advice, is it aligned with Google's guidance on optimizing for generative AI features?
- Do they use tools that are aligned with Google's guidance?
The page also keeps older warnings: no one can guarantee a #1 ranking on Google; be wary of claims of a "special relationship" with Google; and if someone offers an audit, grant only read access to Search Console at that stage.3 It adds that you are responsible for the actions of any company you hire.3
Google also says that if you run a small local business, you can probably do much of the work yourself, starting with its SEO starter guide.3
THE AI SEARCH PITCH
Many new pitches are about showing up in AI answers. Google's guide on generative AI features lists things you can ignore for Google Search, including creating llms.txt or other special AI files, breaking content into tiny chunks, rewriting content just for AI systems, and seeking inauthentic "mentions".4 It also says structured data isn't required for generative AI search and there is no special schema.org markup you need to add.4
For local businesses, the same guide points to Google Business Profile and Merchant Center as ways to help your business and product details show up where appropriate.4 Our guide on AI search for local business goes further.
WHAT TO DO NOW
- List every SEO tool and service you pay for, and what each one promises.
- Flag any claim that it is "Google approved" or that it guarantees rankings. Google says to be wary of both.23
- Ask for sources. For each recommendation you are about to act on, ask which Google documentation supports it.3
- Set up Search Console if you haven't, and compare what your tools report with what Google reports. Our Search Console guide walks through it.
- Check who has access. Remove old vendors from Search Console, and give auditors read access only.3
Our guide to choosing a local SEO agency has more questions. If you want a second opinion on an audit you were sent, our local SEO team can review it.
SOURCES
- Google Search Central, Latest documentation updates, entries dated May 8, June 5, June 15 and September 16, 2026.
- Google Search Central, Google Search's guidance on using third-party SEO tools, services, and advice, last updated June 5, 2026.
- Google Search Central, Do you need an SEO?.
- Google Search Central, Optimizing for generative AI features on Search.
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