Danny Sullivan: Why Good SEO is Essentially Good GEO
▼ Summary
– Danny Sullivan of Google stated that good SEO is good GEO, emphasizing that optimizing for AI search involves the same core principles as traditional SEO.
– He advised against panic, asserting that creating unique, valuable content for people remains essential and effective for both SEO and GEO.
– Google is unapologetic about providing zero-click factual answers in AI Overviews, as users expect direct information, but remains committed to rewarding quality content.
– Sullivan acknowledged that AI Overviews have led to a 10% increase in searches in the U.S. and India, while Google continues with up to 5,000 updates per year.
– He recognized concerns about declining click-through rates for publishers due to AI Overviews, stating that feedback is heard and solutions are still being developed.
Google’s Danny Sullivan, a director within Google Search, has a clear message for anyone worried about the rise of AI-driven search: good SEO is essentially good GEO. According to Sullivan, optimizing for generative engines isn’t a radical new discipline, it’s the same fundamental work search professionals have always done. Creating unique, valuable content designed for real people and delivering an excellent page experience remains the core of effective optimization, regardless of the acronym used.
This perspective aligns with earlier guidance from Google’s Gary Illyes, who emphasized that standard SEO practices are still what matter most. While some industry voices argue that generative engine optimization represents an emerging field, Sullivan insists the fundamentals haven’t changed. He encourages marketers not to panic over new terminology, reminding them that understanding user intent and creating helpful content has always been the goal.
During a recent keynote at WordCamp US, Sullivan reflected on how SEO has evolved. He recalled that even back in 2010, SEO was never just about ranking in blue links. It has always been about comprehending how people search and ensuring content meets their needs, whether through text, voice, or mobile devices. He stressed that quality content created for people will naturally perform well across all search environments, including AI-powered interfaces.
A significant moment came during the Q&A session when blogger Angie Drake raised concerns about declining click-through rates since the introduction of AI Overviews, despite increased impressions. She asked what Google plans to do to support publishers experiencing reduced traffic. Sullivan acknowledged that there will be “bumps along the way” and that feedback is being heard within Google. He reiterated the company’s commitment to rewarding unique, valuable content and supporting the open web, though specific solutions are still evolving.
Additional insights from Sullivan’s presentation noted that Google AI Overviews have contributed to a 10% increase in search activity in the U.S. and India. He also mentioned that Google continues to roll out thousands of updates each year, maintaining a pace of nearly 5,000 launches annually, a figure consistent with recent years.
For those interested in hearing the discussion firsthand, a full recording of the keynote is available, with Sullivan’s remarks on GEO beginning early in the presentation and Drake’s question appearing around the 45-minute mark.
(Source: Search Engine Land)
