2. Google’s new AI search information says most AI optimization techniques are pointless. Does that validate your considering, or do you disagree?
I disagree.
Google’s steering is self-serving and naive as a result of it treats AI search as if a single platform’s suggestions might clarify the whole search ecosystem.
That’s the issue with the “it’s simply website positioning” argument. It provides individuals permission to maintain doing the identical factor, even when it’s producing diminishing returns.
Google’s steering could also be helpful should you solely care about Google. However it doesn’t clarify what works in ChatGPT, Perplexity, Claude, or different AI search environments. Every system retrieves, evaluates, and surfaces info in a different way.
The one half I broadly agree with is the necessity to create non-commodity content material. Past that, Google’s public steering doesn’t line up with what we learn about how these techniques really perform.
Google additionally has an extended historical past of claiming one factor publicly whereas its techniques behave in a different way in follow. So when somebody factors to Google’s steering and says, “See, AI search is simply website positioning,” they’re on the lookout for an excuse to remain snug.
3. AI search requires a essentially completely different technique, however the consensus is that it layers on prime of conventional website positioning. What are your ideas?
AI search is an enlargement of website positioning, however there’s sufficient of a step-change distinction that it deserves to be handled individually.
The problem isn’t that each tactic is model new as a result of some techniques overlap. For instance, Digital PR, hyperlink constructing, gross sales outreach, and fundraising all use comparable motions. However nobody argues they’re the identical self-discipline as a result of they share techniques.
AI search works the identical manner. It might use some website positioning techniques, however that doesn’t make it conventional website positioning.
The issue with saying “it’s simply website positioning” is that it makes the work smaller on the actual second groups are open to one thing new. It retains AI search trapped contained in the outdated notion of website positioning, limiting what it may possibly do.
If we hold forcing it into the identical field, we make it more durable to get the price range, instruments, workforce, and strategic possession this work requires.
