Google's Danny Sullivan and John Mueller emphasized that hiring an AEO/GEO or purchasing AI-optimization tools is similar to hiring or buying SEO tools, with the key being understanding SEO principles and Google's guidelines first. They advise focusing on creating content for humans rather than solely optimizing for rankings, and caution against tools or practices that go against Google's guidance, as these can lead to penalties. The overall message is that SEO knowledge is crucial, whether doing it yourself or hiring others.
Google's John Mueller emphasizes that traditional SEO remains relevant and that understanding actual audience behavior is crucial, especially as AI and generative engine optimization (GEO) become more prominent. He advises marketers to focus on real usage metrics rather than labels, noting that AI is here to stay and impacts how online businesses should strategize their search and traffic efforts.
The future of search is being reshaped by generative engine optimization (GEO), with AI-driven platforms like ChatGPT, Perplexity, and Google's Gemini integrating real-time search with conversational capabilities. Key trends include the evolving role of entities in search relevance and E-E-A-T (Experience, Expertise, Authority, Trustworthiness), the use of large language models (LLMs) and retrieval-augmented generation (RAG) for real-time updates, and the rise of multimodal and predictive search experiences. Brands must adapt by optimizing for entities, engaging in real-time content, and aligning media assets to remain relevant in this dynamic ecosystem.
