The Future of SEO: A Human-Centric Approach
In a recent episode of Search Off the Record, Google's Danny Sullivan and John Mueller addressed the ongoing debate surrounding the need for a separate AI SEO strategy. Their message was clear: despite the evolving landscape of AI search, the core principles of SEO remain unchanged.
Why the Focus on Humans?
As AI search gains traction, many publishers and SEO professionals feel the pressure to adapt. However, Google emphasizes that chasing AI-specific strategies can be counterproductive. The key, according to Sullivan, is to create content that resonates with people, not just ranking systems or AI algorithms.
Google's North Star
Google's goal, Sullivan explains, is to reward content crafted for human audiences. This means prioritizing content that offers original value, authenticity, and a unique perspective. In an era where AI features are becoming more prevalent, Sullivan argues that commodity content is easily replaceable.
Examples of Commodity Content
Sullivan provides examples of content that has lost its edge due to AI advancements. Pages that simply padded a basic fact, like the timing of the Super Bowl, eventually gave way to direct answers and data feeds. Similarly, sites built on predictable answers, such as word game solutions, are now exposed as the ecosystem directly provides this information.
Google's Advice for Creators
Google encourages creators to:
- Prioritize original value by offering unique expertise, firsthand experiences, and a distinct voice.
- Embrace authenticity, grounded in real-world experiences, rather than manufactured authenticity.
- Go multimodal by combining text with images and video, as users search across various formats and often prefer video for how-to answers.
Structured Data and Quality Clicks
Sullivan and Mueller also emphasize the importance of structured data, but they clarify that it is not a decisive factor. Structured data supports how systems understand and present content, just as it does across various search features. Additionally, Google highlights the value of quality clicks and conversions over sheer volume. AI results, they suggest, create better contextual awareness, leading to more confident and engaged users.
The Problem of 'The New Thing'
Sullivan acknowledges the real-world challenge of clients demanding separate AI optimization services. He suggests reframing this as a durable, long-term strategy, positioning 'AI SEO' as monitoring and adapting, rather than rebuilding content systems.
Google's SEO Checklist for the AI Era
Based on the conversation, Google's SEO checklist for the AI era includes:
- Creating human-first, satisfying content.
- Offering original reporting, unique expertise, and firsthand experiences.
- Enhancing content with images or video when it genuinely improves understanding.
- Utilizing structured data where appropriate.
- Optimizing for engagement and quality conversions, not just clicks.
The Podcast and Further Reading
For more insights, check out the podcast: Thoughts on SEO & SEO for AI, part 1 (https://www.youtube.com/watch?v=h1rZdfW5vqM).
Dive deeper with these articles:
- Google says doing optimization for AI search is 'the same' as doing SEO for traditional search (https://searchengineland.com/google-says-doing-optimization-for-ai-search-is-the-same-as-doing-seo-for-traditional-search-466293)
- Google VP: SEO and AI search optimization have 'a lot of overlap' (https://searchengineland.com/seo-ai-search-optimization-overlap-robby-stein-464028)
- Google's Danny Sullivan: 'Good SEO is good GEO' (https://searchengineland.com/google-danny-sullivan-good-seo-good-geo-461464)
- Google says normal SEO works for ranking in AI Overviews and LLMS.txt won't be used (https://searchengineland.com/google-says-normal-seo-works-for-ranking-in-ai-overviews-and-llms-txt-wont-be-used-459422)
Search Engine Land is owned by Semrush (https://www.semrush.com/).
Author: Danny Goodwin, Editorial Director of Search Engine Land & Search Marketing Expo - SMX
