Respected SEO Rockstar Deconstructs SEO for Google’s AI Search
In the rapidly evolving world of digital marketing, one name consistently stands out: Greg Boser. A true pioneer in search marketing, Boser recently offered his valuable perspective on how Google’s AI search is reshaping the landscape of SEO. His insights challenge widely held beliefs and provide a fresh look at the future of search engine optimization.
The Evolution of SEO: A Historical Perspective
Boser’s commentary was a powerful response to the notion that SEO is losing its relevance. He pointed out that many newcomers to the field have an outdated understanding of what SEO truly encompasses.
The Buying Links Debate
Take, for instance, the long-debated tactic of buying links. This practice is not new—in fact, it dates back to the early days of SEO. Newcomers have simply rebranded it as Private Blog Networks (PBN), seemingly unaware that the essence remains unchanged. Boser emphasized that if something is online, Google is likely aware of it almost instantly.
To quote him:
“If anyone out there wants to write their own ‘Everything you think you know is wrong. GEO is the way’ article, just follow these simple steps…"
The Illusion of Outdated Metrics
Boser continues to critique common misconceptions, suggesting that many marketers still frame SEO within a narrow, outdated timeframe. He highlights the importance of considering Google’s historical developments rather than viewing AI search as a sudden phenomenon.
Understanding Google’s Organic Links
Boser takes a deep dive into the real structure of Google’s search results. Contrary to popular belief, the idea of ten organic links dominating search results is long gone. This evolution allows for a more nuanced understanding of search intents.
The Past 15 Years of Change
In his analysis, Boser outlines key advancements over the years that have contributed to this shift:
- 2009 – Introduction of Rich Snippets
- 2011 – Launch of the Knowledge Graph
- 2013 – Implementation of Hummingbird
- 2014 – Emergence of Featured Snippets
- 2015 – Development of PAA Boxes
- 2015 – Introduction of RankBrain
- 2019 – Launch of BERT
- 2023 – Release of MUM
- 2023 – Introduction of SGE (Search Generative Experience)
These tools and developments signal that Google has been integrating AI into its algorithms for years, fundamentally changing how search works.
The Overstatement of AI Complexity
One striking aspect of Boser’s critique addresses the fear-driven narratives surrounding AI search. Many in the industry overstate the complexity of AI to evoke anxiety and drive businesses towards hiring "GEO experts."
The Realities of AI Search
While Boser acknowledges that AI search is indeed complex, he argues against the notion that it presents an insurmountable challenge. The principles of technical SEO and site promotion remain steadfast. The core of AI search is providing answers to the entire information journey, rather than directly answering specific queries.
Insights from Industry Veterans
Scholars like Michael Bonfils confirm Boser’s perspective, noting that AI search could complicate customer journey tracking. Bonfils rightly points out:
“AI search is eliminating the beginning and middle part of the sales funnel. The consideration stage is critical, and we’re missing the data.”
Conclusion: Adaptation is Key
As we navigate this landscape shaped by AI advancements, it’s crucial to remember that SEO is not static. As Greg Boser pointed out, change is an inherent part of SEO. Adapting to these technological shifts will be vital for marketers and businesses alike.
For more details on this evolving discussion, check out Boser’s insightful take on X.
Boser’s remarks urge us to rethink our understanding of SEO and adapt—because in the digital marketing world, standing still is not an option.
