SEO for AI: Google’s Danny Sullivan Says It’s Still SEO

The core principles of effective search engine optimization remain constant, even as new technologies like AI reshape the digital landscape. Google’s Danny Sullivan and John Mueller have consistently emphasized that the fundamentals of creating high-quality, people-first content are more critical than ever. Attempting to craft a separate strategy specifically for AI systems is not only unnecessary but could potentially divert resources from what truly matters: satisfying user intent.

During a recent podcast discussion, Sullivan addressed the proliferation of new marketing acronyms, stating that the essential advice hasn’t changed. The goal is to write for human audiences, not for ranking algorithms or large language models. Brands that chase after perceived “AI tricks” risk falling behind in a perpetual game of catch-up, as these systems continuously evolve. Instead, the durable strategy is to focus on the timeless objective of rewarding content created for people.

This perspective is crucial for publishers and SEO professionals feeling pressure to adopt entirely new tactics. Google’s position is that optimizing narrowly for a specific AI system can be distracting and even detrimental. The company’s north star remains rewarding authentic, valuable content. If you are already prioritizing the human experience in your work, you are well-positioned for success as formats shift. Modern content management systems handle much of the technical groundwork by default, allowing creators to concentrate on substance.

Sullivan pointed out that AI features accelerate an existing trend: the declining value of commodity content. Pages that excessively pad a simple fact to gain length, or sites built solely on providing repeatable answers like word game solutions, are increasingly vulnerable. When information is readily available through direct answers or data feeds, only content with genuine originality and depth survives.

So what should creators focus on? Google’s guidance points to a simple but demanding standard: offer value that can’t be easily reproduced.

That starts with originality. Bring something to the page that goes beyond aggregation. Original reporting, deep subject-matter expertise, firsthand experience, or a recognisable editorial voice all qualify. What matters is that the content reflects real insight or work that only your brand or contributors can provide.

One interesting takeaway from the discussion was around engagement. Traffic coming from AI-powered results often shows stronger signals, including longer time spent on site. The working assumption is that AI summaries give users clearer context before they click, which means those who arrive are more confident the page will answer their question. This makes a strong case for shifting how success is measured. Qualified leads, completed actions, or sales say far more about performance than raw visit counts ever did.

The conversation also helped clear up a common misconception around rankings. Comparing classic “blue link” positions to visibility inside AI Overviews misses how these systems work. AI responses are often built from multiple related searches running in the background, stitched together to form a single answer. Visibility there doesn’t always map cleanly to one specific query, and expecting it to do so leads to the wrong conclusions.

A practical challenge surfaced as well. Many clients are now asking for “AI optimization” as a standalone service. Sullivan’s advice was to reframe that request rather than resist it. The strongest approach treats so-called AI SEO as ongoing monitoring and refinement of a solid foundation, not as a parallel content operation. It’s about presenting established best practices as the durable, long-term strategy they already are, rather than inventing a second system that adds complexity without real benefit.

Taken together, the direction is clear. Modern SEO still begins with content built for people. Pages should answer real questions clearly, demonstrate expertise, and deliver value that earns trust. AI may change how users discover information, but it doesn’t change why they stay, engage, or convert.

(Source: Search Engine Land)