"Good SEO is good GEO, AEO, AIO, LLM SEO, or whatever you want to call it. They're all fine. What you did for search engine optimization in general, and what you might have considered SEO, is still fine and is still what you should be doing." - Danny Sullivan
According to Sullivan
SEO has never been just about "blue european tech industry data links on Google." It's about understanding how people search for content and then being able to deliver the answer in a relevant way—whether through search, voice querying on a mobile device, or the new AI Overviews layer .
However, this primarily applies to the Google search engine when it comes to searches in AI models such as ChatGPT, Perplexity, Claude, Gemini – here we already know that activities such as AI Search Optimization ( AISO ) are based on other elements.
During the Q&A
Angie Drake highlighted the decline in organic CTR since the introduction of AI Overviews. She pointed out that impressions are increasing, but clicks are decreasing dramatically. Sullivan acknowledged that Google is aware of this issue and is working on addressing it.
At the same time
he emphasized that Google will not back down from providing direct answers to simple questions—for example, questions like "what time is the Super Bowl." Users expect quick answers, and Google intends to provide them. However, Sullivan assured that unique and valuable content will be rewarded, and Google is aware of the challenges that new results formats pose for publishers.
In his speech, Sullivan once again emphasized that good SEO comes down to creating unique, valuable content and providing a positive user experience.