In short
- Google Gemini uses broader authority signals, especially those from ecosystems such as YouTube.
- Channels with subscribers, history, views and interaction can influence the sources cited by AI.
- UGC provides external validation through comments, reviews and multiple voices that reinforce a brand’s authority.
For years, SEO focused on keywords, backlinks and technical optimisation. But that is changing quickly. According to what Google has recently been communicating at Think Consumer Retail & CPG in Barcelona, new systems such as Google Gemini are using much broader authority signals, especially from ecosystems such as YouTube.
And this completely changes the rules of the game.
That is also what renowned SEO specialist Natzir Turrado commented on LinkedIn:
Here you can read the PDF of the official Google presentation.
And listen to the podcast here:
YouTube: the new pillar of AI visibility
Google is making it clear that platforms such as YouTube are not only useful for visibility, but for something more important: feeding AI models with trust signals.
Want UGC videos that work for your brand?
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What does this mean in practice?
- Channels with subscribers and engagement carry more weight
- Content history influences perceived authority
- Views and interaction help determine which sources are cited
In other words: if you are not on YouTube, you are out of the AI conversation. And since we started developing positioning strategies for artificial intelligence (LLMs)—that is, since we began offering services as a GEO agency—we have seen with more and more clients how our strategy is changing their lives.
UGC: the signal Google cannot ignore
UGC videos have become a key factor:
- Comments, reviews and replies generate real context
- Creators talking about your brand reinforce authority
- Content distributed across multiple voices = greater relevance
For Google Gemini, this is not noise. It is external validation.
You can launch your UGC campaign with HICARI. Here we explain step by step how to run a UGC campaign.
From SEO to GEO: optimising for generative engines
We are entering the era of GEO (Generative Engine Optimisation):
- Ranking in Google Search is no longer enough
- Now you need to be citable by AI
- Content must be clear, useful and backed by external signals
This is where YouTube + UGC make the difference.
Learn more here: how to do SEO with videos.
Discover and Gemini share the same DNA
Platforms such as Google Discover had already been anticipating this change:
- They prioritise relevant, visual and up-to-date content
- They are based on users’ real interests
- They reward brands with authority and engagement
Gemini simply takes this to the next level.
If you want to rank in LLMs, you need to understand this:
- It is not just your website
- It is not just about writing articles
- It is not about link building
- It is about building a content ecosystem
YouTube, UGC and authority are no longer optional. They are the foundation. At HICARI, we are clear on this: the brands that win at SEO will be those that know how to become a source… not just a result.
Frequently asked questions
What YouTube signals can influence Gemini?
Subscribers, engagement, content history, views and interaction help build authority and can influence the sources that are cited.
Why is UGC important for Google Gemini?
Comments, reviews, replies and creators talking about a brand generate real context. Content distributed across multiple voices acts as external validation.
What does GEO involve?
GEO, or Generative Engine Optimization, aims to make content citable by AI. To achieve this, it must be clear, useful, and supported by external signals, in addition to ranking in Google Search.
For brands
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