Introduction to Google’s SEO and AI
Google’s Danny Sullivan discussed the relationship between SEO and AI, emphasizing that their ranking systems are designed to prioritize content optimized for people. This approach is not new, but it’s an aspect that the search marketing industry will increasingly focus on. Sullivan’s discussion centered around the idea that there’s nothing new that needs to be done for AI search, and that optimizing for people is the key to success.
Nothing New for AI Search
Danny Sullivan was asked if AI search is just another fad, and he responded by saying that there’s not a lot to worry about. He explained that people often think they need to do something different when they see new search experiences, but the reality is that Google’s ranking systems are designed to reward content that’s great for people. Sullivan acknowledged that it’s understandable to have questions, but the good news is that there’s not much that needs to be done differently.
Google’s Systems Are Tuned for Human Optimization
Sullivan discussed how Google’s systems are engineered to rank content that’s written for humans, not for search algorithms or LLMs. He emphasized that the goal is to reward content that human beings find satisfying, and that everything Google does is designed to improve this aspect. Sullivan explained that if all of Google’s systems are lining up with this goal, then creators will be ahead of the game if they’re already focusing on creating content for humans.
Why Optimizing for LLMs Is Misguided
Optimizing content for LLMs can be misguided, as it may lead to a situation where creators are trying to catch up with improving systems. Sullivan didn’t mention it, but it’s worth noting that OpenAI, Perplexity, and Claude together have a total traffic referral volume of less than 1%. This means that optimizing content for LLMs at the risk of losing significant traffic from search engines is not a good strategy. Content that is genuinely satisfying to people remains aligned with what Google’s systems are built to reward.
Why SEOs Don’t Believe Google
Google’s insistence that their algorithms are tuned toward user satisfaction is not new, but it’s an aspect that has been met with skepticism by SEOs. However, since at least 2018’s Medic broad core update, Google has been making genuine strides toward delivering search results that are influenced by user behavior signals. This is evident in the interview with Robbie Stein, where he explains exactly how human feedback influences the search results.
Is Human Optimized Content the New SEO?
With links no longer being the top ranking criteria, Google’s systems have the ability to understand queries and content and match one to the other. User behavior data plays a strong role in helping Google understand what kinds of content satisfy users. It may be time for SEOs and creators to let go of the old SEO playbooks and start focusing on optimizing their websites for humans.
Conclusion
In conclusion, Google’s Danny Sullivan emphasized the importance of optimizing content for people, rather than for search algorithms or LLMs. By focusing on creating content that’s great for humans, creators will be ahead of the game and aligned with what Google’s systems are designed to reward. As the search marketing industry continues to evolve, it’s likely that we’ll see a shift towards prioritizing human-optimized content. By understanding how Google’s systems work and what they’re designed to reward, creators can adapt their strategies to succeed in the ever-changing world of search.