In a recent keynote at WordCamp US on August 28, Google’s Danny Sullivan—now a Director within Google Search—reaffirmed that the age-old principles of SEO still apply in today’s generation-driven landscape. The message was clear: what’s good for users is good for search, regardless of whether you’re optimizing for blue links or AI-generated responses.
SEO vs. GEO: No Fundamental Difference
Dismissing the growing buzz around acronyms like GEO (Generative Engine Optimization), AIO, AEO, LLM SEO, and others, Sullivan reminded the audience that the fundamentals remain unchanged. Whether you call it SEO, GEO, or roughly anything else, the crux is the same: deliver useful, authentic content with a strong user experience.
SEO Is About People, Not Algorithms
Sullivan emphasized that SEO isn’t about manipulating ranks or chasing shortcuts—it’s about understanding how people search and providing clear, valuable, and engaging content. Through shifts in how users access information—be it voice assistants or AI summaries—the focus remains on satisfying the user’s intent.
What About Zero-Click Searches and Falling CTRs?
During the audience Q&A, Angie Drake raised concerns about declining click-through rates despite rising impressions—thanks to AI-powered summary boxes that answer queries instantly. Sullivan acknowledged this trend, noting that Google is aware of the challenge. While some interaction metrics may dip, the company continues to champion unique, high-value creators and stressed that solutions are still in development.
TL;DR Summary:
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SEO hasn’t changed—even when AI is involved, the same principles you’ve followed all along still apply.
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Write for humans, not for search engines—that’s been the consistent advice.
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Zero-click results are real, but Google pledges support for creators and continues to explore ways to balance user convenience with content visibility.
Why It Matters:
In the evolving landscape of search—where AI tools, voice assistants, and summary boxes are changing how users engage with content—this reiteration from a trusted voice underscores that core content quality and user experience remain king. If you’re ever tempted to chase new acronyms or trends at SEO’s expense, remember: it’s content for people that truly counts.
✅ SEO Checklist: Making “SEO and GEO” Work for You
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Keyword Placement: Ensure your primary keyword (SEO and GEO) appears naturally in the title, intro, subheadings, and conclusion.
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Meta Description: Write a clear, engaging meta description (150–160 characters) including your keyword.
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URL Structure: Keep the URL short, keyword-rich, and easy to read.
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Headings (H2/H3): Use subheadings to break up content and include related terms.
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Internal Linking: Link to at least 2–3 related articles on your site.
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External Linking: Add 1–2 credible sources (Google announcements, industry leaders, etc.).
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Image Optimization: Use descriptive file names and alt text with relevant keywords.
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Mobile Friendliness: Check that the article looks good on all devices.
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Page Speed: Compress images and use caching for faster loading.
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User Intent: Focus on solving reader questions and providing real value.
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Engagement Hooks: Add a CTA (comment, share, subscribe) to keep users engaged.
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Schema Markup: Implement FAQ schema for better SERP visibility.
❓ Frequently Asked Questions (FAQ)
Q1: What is GEO in SEO?
A: GEO (Generative Engine Optimization) refers to optimizing content for AI-driven results and summaries. It’s not separate from SEO—the principles remain the same: quality content, clarity, and user focus.
Q2: Do I need to change my SEO strategy for AI search engines?
A: Not really. The same SEO best practices—useful content, good structure, and strong UX—still apply. GEO is just a new label for the same fundamentals.
Q3: How can I optimize for zero-click searches?
A: Create concise, answer-focused sections in your content (like FAQs or bullet points) that Google or AI tools can easily surface, while still offering depth that encourages clicks.
Q4: Is link building still important in a GEO/AI world?
A: Yes. Backlinks remain a strong trust and authority signal. However, the focus should be on quality, relevance, and editorial links, not quantity.
Q5: What’s the best way to future-proof my SEO?
A: Stick to the basics—write for people, maintain technical best practices, and build authority in your niche. Trends change, but user-focused content always wins.