Google’s former search liaison emphasized that SEO remains focused on creating value for people. He also responded to concerns about declining click rates.
What he’s saying: At WordCamp US on Aug 28, Google’s Danny Sullivan – Director within Google Search and former search liaison — reminded marketers that the core of SEO remains unchanged: it’s still about serving people well. Amid ongoing debates about clicks, rankings, and the impact of AI-driven search, Sullivan delivered a simple message: “Good SEO is good GEO.”
GEO, SEO, and the Never-Ending Acronyms
Generative Engine Optimization (GEO) might be the latest buzz phrase in search, but as Danny Sullivan suggests, it doesn’t supplant SEO. Rather, it’s built on the same foundation. The fundamentals haven’t changed:
- Create content that’s valuable and unique.
- Provide a positive, user-friendly page experience.
- Know search behavior and make your content accessible.
As Sullivan said:
“The basic things have not changed. Good SEO is good GEO, or AEO, AIO, LLM SEO… What I’m trying to say is don’t panic. What you’ve been doing for search engines is still perfectly fine.”
Why It Matters
Skeptics argue that, GEO is more than just a buzzword — it’s the start of something new in optimization practice. SEO isn’t going anywhere, but it’s changing. As Michael King wrote, search’s future might be less about rankings and more about direct answers. Whether Google likes it or not, conversational AI is already changing the way people search and ingest information.
CTR Concerns and Zero-Click Searches
In the Q&A, blogger Angie Drake pointed out a big concern: ever since AI Overviews rolled out, her organic impressions are increasing but click-through rates are declining — a well-documented indicator of the increasing influence of zero-click search.
Key Takeaways from Danny Sullivan on SEO vs. GEO
What GEO Means
- GEO = Generative Engine Optimization.
- It’s the new acronym in the search world, but Sullivan advises against getting into every new label.
SEO’s Core Principle (Then and Now)
- Since at least 2010, SEO hasn’t only ever meant “getting into blue links on Google.”
- True SEO = knowing how people search and ensuring your content answers those needs — whether through search boxes, voice devices, or mobile apps.
SEO vs. GEO (and Other Acronyms)
- Acronyms such as GEO, AEO (Answer Engine Optimization), AIO (AI Optimization), or even “LLM SEO” tend to be introduced.
- Sullivan’s point: the underlying principles don’t change. Good SEO principles still hold true in all of these situations.
Don’t Panic About AI or Changing Search Trends
- Despite industry debates around clicks, rankings, and AI-driven search, the foundation remains stable.
- If you’ve been following best SEO practices, you’re already well-positioned for GEO and future trends.
The Core of Good SEO/GEO
- Focus on creating good content for people.
- Practical guidelines include:
- Write content in a clear, understandable way.
- Provide information that’s unique, useful, or interesting.
- These practices serve users first, and search engines (including generative ones) reward that alignment.
Google’s Role
- Google’s continuous work is to make its ranking signals match what is actually good for users.
- The aim is to bring to the surface content that is easy to understand, relevant, and actually helpful.
