For the past two years, the SEO industry has been full of new buzzwords. Everywhere you looked, people were talking about GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), AI SEO, and LLM Optimization.
Agencies started selling “GEO services,” SEO tools began adding “AI visibility scores.” LinkedIn was filled with posts claiming traditional SEO was dying and websites needed completely new strategies to survive in AI search.
But when Google finally released its official guidance about optimizing websites for generative AI search experiences like AI Overviews and AI Mode, the reality turned out to be much simpler than the hype.
Google clearly says:
“From Google Search’s perspective, optimizing for generative AI search is optimizing for the search experience, and thus still SEO.”
That one sentence alone clears up a huge amount of confusion. The truth is, AI search did not replace SEO. It is still built on top of SEO.
The SEO Industry Has Always Loved Rebranding Things
This is something the SEO world has done for years. Old ideas often get new names to make them sound revolutionary.
A few years ago, the industry was obsessed with terms like “Semantic SEO,” “Topical Authority,” and “Entity SEO.” Now the same thing is happening with GEO and AEO.
To be fair, some marketers used these terms simply to describe adapting SEO strategies for AI-powered search experiences. There is nothing wrong with that. The problem started when people began acting like GEO and AEO were completely separate from SEO itself.
But if you actually read Google’s document carefully, most of the recommendations are the same things good SEOs have been doing for years:
- creating useful content,
- improving technical structure,
- making pages crawlable,
- building trust,
- focusing on user experience,
- providing original insights.
The fundamentals never disappeared. The terminology just changed.
AI Search Still Depends on Traditional Search Systems
One of the biggest misunderstandings right now is how AI search actually works.
Many people imagine AI systems independently “knowing” the internet and generating answers without relying on traditional search systems. But Google explains very clearly that their AI features still depend heavily on its existing search infrastructure.
Google talks about something called Retrieval-Augmented Generation (RAG). In simple words, Google first retrieves relevant webpages from its search index, then the AI system analyzes those pages before generating an answer.
That means your website still needs to be:
- indexed,
- crawlable,
- accessible,
- technically sound,
- relevant and trustworthy.
If Google cannot properly access or understand your content, AI systems are unlikely to surface it consistently.
So when people say “SEO is dead because AI answers everything,” they are missing an important point.
AI answers still need source content behind them. And that source content still comes from websites.
Google Quietly Rejected Many Popular AI SEO Tricks
One of the most interesting parts of Google’s documentation is where they directly push back against many trends that became extremely popular over the last year.
Google specifically says website owners do not need:
- txt files,
- special AI-only markup,
- weird AI formatting tricks,
- excessive “chunking” strategies,
- rewritten content made only for AI systems.
This is important because many people online were treating these tactics like the future of SEO.
For months, creators claimed websites needed ultra-short paragraphs, endless FAQ sections, tiny content blocks, and heavily fragmented articles because AI supposedly understood content better that way.
But Google says their systems already understand:
- nuance,
- context,
- multiple topics,
- semantic meaning.
In other words, you do not need to turn every article into robotic micro-sections just to satisfy AI systems. Good writing still matters more than gimmicks.
The LLMS.txt Hype Was a Perfect Example
One of the clearest examples of AI SEO hype was the sudden obsession with LLMS.txt files.
People started presenting LLMS.txt as if it would become the “robots.txt for AI,” and websites that ignored it would lose visibility in AI search.
Then Google directly stated:
“You don’t need to create new machine-readable files, AI text files, markup, or Markdown to appear in generative AI search.”
That is a massive statement because it basically confirms that Google’s systems can already understand normal webpages without needing special AI instruction files.
Yet entire discussions, products, and services were built around this trend.
This is why website owners should be careful about blindly following every new SEO buzzword that appears online.
AI Has Made Generic Content Less Valuable
One of the biggest changes happening right now is not the death of SEO, but the declining value of generic content.
For years, many websites have been ranked by publishing large amounts of average informational articles. The internet became full of repetitive content like:
- “10 Tips for Better Sleep”
- “7 Ways to Lose Weight”
- “What Is Digital Marketing?”
- “Best SEO Strategies”
Most of these articles repeated the same information already available everywhere else.
Before generative AI, this still worked because search engines needed webpages to answer user questions.
But now AI systems themselves can generate generic summaries instantly.
That changes the value equation completely.
If your content says the same thing as thousands of other websites, it becomes easy to replace. That is why Google repeatedly talks about creating “non-commodity content” with original insights and real expertise.
The content most likely to stand out now is content that includes:
- first-hand experience,
- real opinions,
- original research,
- practical lessons,
- expert insights.
A founder sharing real business mistakes, a doctor discussing real patient experiences, or a creator documenting actual results will usually provide more value than another generic AI-generated summary article.
Ironically, AI may actually push SEO back toward more human content again.
Technical SEO Still Matters More Than Ever
Despite all the AI discussion happening today, technical SEO is still one of the foundations of visibility.
Google continues emphasizing the importance of:
- crawlability,
- indexing,
- mobile usability,
- page speed,
- semantic HTML,
- JavaScript SEO,
- reducing duplicate content,
- overall page experience.
This is another reason why the “SEO is dead” narrative does not really hold up.
AI search still depends on Google being able to properly crawl, understand, and process webpages.
Without technical SEO, even great content can struggle.
Trust & Brand Authority Are Becoming More Important
Another major shift happening right now is the growing importance of trust and authority.
Google’s AI systems compare information across many sources before generating answers. Because of that, websites with strong credibility are more likely to stand out.
This is why the future probably belongs more to:
- trusted brands,
- experienced creators,
- recognized experts,
- authoritative publishers,
- businesses with real-world credibility.
Not websites mass-producing thousands of low-quality AI pages every week.
Google also warns against scaled content abuse, where websites create huge amounts of pages simply to manipulate rankings or AI visibility. Publishing massive quantities of repetitive AI content is becoming less effective because Google’s systems are getting better at identifying low-value content.
AI Search Is Changing SEO, But Not Replacing It
AI search is definitely changing how people use Google. Users are asking longer questions, interacting with conversational search experiences, and getting direct answers faster than before.
Some search traffic patterns will absolutely change.
But none of this means websites become irrelevant.
In fact, Google repeatedly highlights the importance of showing prominent clickable links to useful webpages inside AI responses. AI systems still need trusted sources behind their answers.
The websites that focus on genuine value will continue to matter because AI systems rely on quality source material.
The Biggest Lesson From Google’s Documentation
The biggest takeaway from Google’s official guidance is actually very simple:
Do not get distracted by every new SEO acronym.
Most website owners do not need secret GEO frameworks, AI hacks, or complicated optimization tricks.
The same core principles still matter:
- create genuinely useful content,
- provide original insights,
- build trust,
- improve technical SEO,
- focus on real user experience.
That was good SEO before AI.
And according to Google itself, it still is today.
At the end of the day, AI search is not the end of SEO.
It is simply the next stage of search evolution.
And the websites focused on real value instead of chasing hype are probably the ones that will win long-term.
Stop Chasing SEO Buzzwords. Start Growing Your Business.
At ValueX Media, we don’t sell confusing labels like GEO, AEO, AI SEO, or the latest industry buzzword of the month. We focus on what has always driven long-term search visibility: creating valuable content, building topical authority, strengthening technical SEO, building quality backlinks, and helping your website become a trusted source that both users and search engines can rely on.
Whether your audience finds you through traditional search results, AI Overviews, or emerging AI-powered search experiences, our strategies are built around the fundamentals that actually matter, not temporary trends.
If you’re looking for an SEO partner that prioritizes measurable growth, qualified traffic, and real business results over marketing jargon, we are here to help.
Let’s build sustainable search visibility that lasts, no hype, just results.
Fill the form below to contact us today to discuss your SEO goals and discover how a results-driven strategy can help your business grow in both traditional and AI-powered search.
Contact Us Today!
Stop guessing and start growing. Let’s Discuss.
