Search Off the Record Thoughts on SEO & SEO for AI, part 1
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Dec 17, 2025 
Danny Sullivan, a search industry journalist and public liaison for Google, joins John Mueller for an insightful discussion on the evolution of SEO in the age of AI. They emphasize that AI isn't just a fad and stress the importance of focusing on high-quality, authentic content over trendy tactics. Danny explains how SEO encompasses new formats like AEO and GEO, urges creators to leverage multimodal approaches, and highlights the significance of structured data and meaningful conversions in this rapidly changing landscape.
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Focus On Human-Centered Content
- Google prioritizes content written for humans, not for specific optimization tricks or LLM-tailored formats.
- Chasing short-term format hacks risks future losses as systems evolve and improve.
Prioritize Content Over Gimmicks
- Do focus on your content and stop overemphasizing niche SEO gimmicks unless you enjoy constant chasing.
- Use Search Central guides if you want technical help, but prioritize creating useful content.
Originality Beats Commodity Content
- Original, unique content is increasingly the creator's comparative advantage versus commodity factual pages.
- Authentic voice and first-hand perspectives differentiate sites as AI handles more factual answers.