2. Google’s new AI search information says most AI optimization techniques are pointless. Does that validate your considering, or do you disagree?
I disagree.
Google’s steering is self-serving and naive as a result of it treats AI search as if a single platform’s suggestions may clarify all the search ecosystem.
That’s the issue with the “it’s simply search engine optimisation” argument. It provides folks permission to maintain doing the identical factor, even when it’s producing diminishing returns.
Google’s steering could also be helpful if you happen to solely care about Google. Nevertheless it doesn’t clarify what works in ChatGPT, Perplexity, Claude, or different AI search environments. Every system retrieves, evaluates, and surfaces info otherwise.
The one half I broadly agree with is the necessity to create non-commodity content material. Past that, Google’s public steering doesn’t line up with what we learn about how these methods truly operate.
Google additionally has an extended historical past of claiming one factor publicly whereas its methods behave otherwise in apply. So when somebody factors to Google’s steering and says, “See, AI search is simply search engine optimisation,” they’re in search of an excuse to remain comfy.
3. AI search requires a essentially totally different technique, however the consensus is that it layers on high of conventional search engine optimisation. What are your ideas?
AI search is an growth of search engine optimisation, however there’s sufficient of a step-change distinction that it deserves to be handled individually.
The difficulty isn’t that each tactic is model new as a result of some techniques overlap. For instance, Digital PR, hyperlink constructing, gross sales outreach, and fundraising all use comparable motions. However nobody argues they’re the identical self-discipline as a result of they share techniques.
AI search works the identical manner. It could use some search engine optimisation techniques, however that doesn’t make it conventional search engine optimisation.
The issue with saying “it’s simply search engine optimisation” is that it makes the work smaller on the actual second groups are open to one thing new. It retains AI search trapped contained in the previous notion of search engine optimisation, limiting what it may well do.
If we maintain forcing it into the identical field, we make it more durable to get the funds, instruments, workforce, and strategic possession this work requires.
