Introduction to SEO and AI Search Optimization
The world of digital marketing is constantly evolving, and with the rise of AI search engines, many are wondering if the traditional fundamentals of Search Engine Optimization (SEO) still apply. Todd Friesen, a seasoned digital marketer, recently sparked a debate on LinkedIn by stating that the core principles of traditional SEO are still relevant for AI search optimization. His post garnered significant attention, with many industry experts weighing in on the topic.
Who is Todd Friesen?
Todd Friesen is a well-respected figure in the digital marketing industry, with a long history of working with top agencies and businesses, including Salesforce. He, along with Greg Boser, was a pioneer in SEO podcasting with their show, SEO Rockstars. Friesen’s experience and expertise in the field make his opinions on SEO and AI search optimization highly valuable.
The Debate Over AEO and Other Names
The rise of AI search engines has led to a proliferation of new terms, including AEO (Answer Engine Optimization), AIO (AI Optimization), CEO (Chat Engine Optimization), GEO (Generative Engine Optimization), and LMO (Language Model Optimization). However, many experts, including Friesen, argue that these new terms are unnecessary and that the fundamental principles of SEO remain the same. As Friesen stated, "It is basically fundamental SEO and fundamental brand building. Can we stop over complicating it?"
The Fundamentals of SEO for AI Search Engines
According to Friesen, the key elements of SEO for AI search engines include:
- Proper code (HTML, schema, and more)
- Fast and responsive site
- Good content
- Keyword research
- Coordination with brand marketing
- Building links
- Analytics and reporting (with a focus on converting traffic)
These principles are not new and are still essential for optimizing websites for traditional search engines.
Industry Experts Weigh In
Many industry experts agree with Friesen’s assessment. Digital marketer Rosy Callejas noted, "Too many names! SEO vs AEO vs GEO." Kevin Doory, Director of SEO at RazorFish, commented, "The ones that talk about what they do, can change the names to whatever they want. The rest of us will just do the darn things." SEO Consultant Don Rhoades also agreed, stating, "Still SEO after all these (failed) attempts to distance from it by ‘thought leaders’ – eg: inbound marketing, growth hacking, and whatever other nomenclature du jour they decide to cook up next."
Pushback on AEO and Other Names
Not everyone agrees that the new terms are unnecessary. A discussion on Bluesky saw Google’s John Mueller commenting on the motivations behind creating hype around new terms. Preeti Gupta noted, "It is absolutely wild to me that in this debate of GEO/AEO and SEO, everyone is saying that building a brand is not a requisite for SEO, but it is important for GEO/AEO." Mueller responded, "You don’t build an audience online by being reasonable, and you don’t sell new things / services by saying the current status is sufficient."
Conclusion
In conclusion, the debate over AEO and other names for optimizing websites for AI search engines is ongoing. However, many industry experts, including Todd Friesen, argue that the fundamental principles of SEO remain the same. By focusing on proper code, fast and responsive sites, good content, keyword research, and other essential elements, businesses can optimize their websites for both traditional and AI search engines. Ultimately, the key to success in digital marketing is to stay focused on the fundamentals and not get caught up in the hype surrounding new terms and trends.