{"id":7164,"date":"2026-04-23T10:10:13","date_gmt":"2026-04-23T04:40:13","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=7164"},"modified":"2026-04-23T10:10:13","modified_gmt":"2026-04-23T04:40:13","slug":"good-seo-practices-for-ai-era","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/","title":{"rendered":"Google\u2019s Danny Sullivan Shares SEO Best Practices for AI Era"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Director of Google Search, Danny Sullivan, took center stage at Search Central Live Toronto to deliver what might be the most reassuring message SEOs have heard in years: you don&#8217;t need to panic or rip apart your sites for AI Search success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The event brought together SEO professionals and digital marketers to hear directly from Google about how AI is reshaping search and what that means for content creators, site owners, and <\/span><a href=\"https:\/\/www.stanventures.com\/news\/top-10-seo-experts-to-follow-for-cutting-edge-insights-742\/\"><span style=\"font-weight: 400;\">SEO practitioners<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s a full breakdown of the key takeaways from Sullivan&#8217;s presentation shared on X by <\/span><a href=\"https:\/\/x.com\/ChouinardJC\"><span style=\"font-weight: 400;\">JC Chouinard<\/span><\/a><span style=\"font-weight: 400;\">, Senior SEO Strategist at Tripadvisor who attended the meeting in person.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#good-seo-is-good-geo-and-aeo-and-llm-seo%e2%80%a6\" >Good SEO Is Good GEO (And AEO, And LLM SEO\u2026)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#commodity-vs-non-commodity-content-the-most-important-distinction\" >Commodity vs. Non-Commodity Content: The Most Important Distinction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#mythbusting-what-you-dont-need-to-do\" >Mythbusting: What You Don&#8217;t Need to Do<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#using-ai-to-create-content-what-google-actually-thinks\" >Using AI to Create Content: What Google Actually Thinks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#more-opportunities-in-ai-search-results\" >More Opportunities in AI Search Results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#agentic-search-whats-coming\" >Agentic Search: What&#8217;s Coming<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#measuring-success-in-the-ai-era\" >Measuring Success in the AI Era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#a-word-on-third-party-tools\" >A Word on Third-Party Tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#the-action-plan-so-what-should-you-do\" >The Action Plan: So What Should You Do?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.stanventures.com\/news\/good-seo-practices-for-ai-era-7164\/#key-takeaways\" >Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"good-seo-is-good-geo-and-aeo-and-llm-seo%e2%80%a6\"><\/span><b>Good SEO Is Good GEO (And AEO, And LLM SEO\u2026)<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan opened with a point that cuts through the noise of AI search acronym soup.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether the industry calls it GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), LLM SEO, or, tongue firmly in cheek,\u00a0 &#8220;LLMNOPEO,&#8221; Sullivan&#8217;s message was clear:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;Good SEO is good GEO&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The fundamentals that have always made for strong SEO such as quality content, good page experience, and solid technical foundations remain equally relevant in an AI-powered search environment. There&#8217;s no separate playbook for AI search; it&#8217;s the same playbook, executed well.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"commodity-vs-non-commodity-content-the-most-important-distinction\"><\/span><b>Commodity vs. Non-Commodity Content: The Most Important Distinction<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One of the most actionable parts of Sullivan&#8217;s talk was the framework around commodity versus non-commodity content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an era where AI Overviews can answer generic questions directly in the SERP, generic content faces the greatest risk of being bypassed entirely.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sullivan illustrated the difference with real examples across three industries:<\/span><\/p>\n<p>&nbsp;<\/p>\n<table>\n<thead>\n<tr>\n<th><b>Industry<\/b><\/th>\n<th><b>Commodity (Generic)<\/b><\/th>\n<th><b>Non-Commodity (Unique)<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">Running Store<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Top 10 Things to Consider When Buying Running Shoes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Why This Customer&#8217;s Shoes Collapsed After 400 Miles: A Wear Pattern Analysis<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Real Estate Agent<\/span><\/td>\n<td><span style=\"font-weight: 400;\">7 Tips for First-Time Homebuyers<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Why We Waived the Inspection (And Saved $15k): A Look Inside the Sewer Line<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Interior Designer<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2024 Kitchen Trends You Need to See<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Marble vs. Grape Juice: Why I Refused to Install Stone for a Family of Five<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">The message is clear, invest in content that draws on your real-world experience, specific client stories, and proprietary insights. That&#8217;s content AI can surface and that AI can&#8217;t replace.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"mythbusting-what-you-dont-need-to-do\"><\/span><b>Mythbusting: What You Don&#8217;t Need to Do<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan dedicated significant time to dispelling myths that have been circulating in the SEO community since AI Overviews launched. Three key myths were addressed:<\/span><\/p>\n<p><b>Myth 1: You need to &#8216;chunk&#8217; content specifically for AI<\/b><\/p>\n<p><span style=\"font-weight: 400;\">False. Write and organize for a great human reading experience. Content that is easy to read and well-organized naturally performs well for AI systems too.<\/span><\/p>\n<p><b>Myth 2: Headers must be semantically precise for AI<\/b><\/p>\n<p><span style=\"font-weight: 400;\">False. Use H1s and H2s to help your human readers navigate. Google&#8217;s own documentation acknowledges that the web is not valid HTML, so Google Search rarely depends on semantic meanings hidden in the HTML specification.<\/span><\/p>\n<p><b>Myth 3: You must target &#8216;conversational keywords&#8217; and every synonym<\/b><\/p>\n<p><span style=\"font-weight: 400;\">False. Google&#8217;s language matching systems are sophisticated enough to understand how a page relates to many queries, even if you don&#8217;t explicitly use the exact terms. Don&#8217;t try to anticipate every variation of how someone might seek your content.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"using-ai-to-create-content-what-google-actually-thinks\"><\/span><b>Using AI to Create Content: What Google Actually Thinks<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan addressed the elephant in every content marketer&#8217;s room: is AI-generated content acceptable?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The answer is nuanced. Generative AI can be a useful tool for researching topics and adding structure to original content. However, using AI tools to generate many pages without adding value for users may violate Google&#8217;s spam policy on scaled content abuse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key phrase is &#8220;without adding value.&#8221; AI-assisted content is fine. AI-generated content that merely repackages what&#8217;s already out there is not.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"more-opportunities-in-ai-search-results\"><\/span><b>More Opportunities in AI Search Results<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Rather than framing AI search as a threat, Sullivan highlighted new opportunities. AI search results don&#8217;t just surface links \u2014 they incorporate images, videos, shopping listings, and local listings. This means there are more ways than ever to appear in search results beyond traditional webpage rankings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For clients across e-commerce, local businesses, and content-driven sites, this is a significant opportunity. Optimizing images, videos, and product listings apart from <\/span><a href=\"https:\/\/www.stanventures.com\/powerful-link-building-service\/\"><span style=\"font-weight: 400;\">building quality backlinks<\/span><\/a><span style=\"font-weight: 400;\"> and content becomes increasingly important in an AI-first search environment.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"agentic-search-whats-coming\"><\/span><b>Agentic Search: What&#8217;s Coming<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan teased two significant upcoming features in Google&#8217;s agentic search direction:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Business Agent:<\/b><span style=\"font-weight: 400;\"> A new way for shoppers to chat directly with brands right within Google Search. Eligible U.S. retailers can activate and customize this branded agent through Merchant Center.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Universal Commerce Protocol (UCP):<\/b><span style=\"font-weight: 400;\"> Will soon power a new checkout feature on eligible Google product listings in AI Mode in Search and the Gemini app.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While these are initially U.S.-focused, they signal the direction of travel for Google&#8217;s commercial search experience globally.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"measuring-success-in-the-ai-era\"><\/span><b>Measuring Success in the AI Era<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan urged site owners to rethink how they measure the value of search traffic. Google&#8217;s data shows that users who click from AI Overviews tend to spend more time on-site \u2014 likely because AI results give them richer context about a topic before they arrive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The recommendation: don&#8217;t fixate on raw click volume. Instead, track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales and conversions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sign-ups and lead generation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audience engagement metrics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Information lookups and direct brand searches<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"a-word-on-third-party-tools\"><\/span><b>A Word on Third-Party Tools<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan also took a moment to address the <\/span><a href=\"https:\/\/www.stanventures.com\/blog\/seo-tools\/\"><span style=\"font-weight: 400;\">proliferation of SEO tools<\/span><\/a><span style=\"font-weight: 400;\"> claiming special insight into Google&#8217;s algorithms. His message was direct: Google does not evaluate third-party tools, and those tools have no access to Google&#8217;s internal metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">His advice to practitioners: think critically about anything you hear, and always check it against <\/span><a href=\"https:\/\/developers.google.com\/search\/blog\/2023\/02\/google-search-and-ai-content\"><span style=\"font-weight: 400;\">Google&#8217;s own published guidance<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-action-plan-so-what-should-you-do\"><\/span><b>The Action Plan: So What Should You Do?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Sullivan&#8217;s presentation concluded with a practical summary. The table below \u2014 presented directly at the event \u2014 outlines how traditional SEO activities map to AI Search priorities:<\/span><\/p>\n<table>\n<thead>\n<tr>\n<th><b>Traditional SEO Area<\/b><\/th>\n<th><b>AI Search Priority<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span style=\"font-weight: 400;\">Content<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Prioritize non-commodity content<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Page Experience<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Remains foundational for success<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">SEO Fundamentals<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Audit for any gaps<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Structured Data<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Audit for any gaps<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Shopping SEO<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Review for new opportunities<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Local SEO<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Review for new opportunities<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Video SEO<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Review for new opportunities<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Image SEO<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Review for new opportunities<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Agentic<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Stay tuned &amp; review for new opportunities<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"key-takeaways\"><\/span><b>Key Takeaways<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><i><span style=\"font-weight: 400;\">&#8220;People don&#8217;t need to panic or rip apart their sites for AI Search success.&#8221;<\/span><\/i><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The sites that will thrive in AI search are those that have always been doing SEO right: publishing genuine expertise, maintaining strong technical foundations, and thinking first about the human reader.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audit your content for commodity vs. non-commodity balance, ensure your technical SEO fundamentals are solid, and start exploring the expanded content types \u2014 images, video, local listings, shopping \u2014 that now surface in AI-powered results.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The AI era in search isn&#8217;t a disruption requiring a complete rebuild. It&#8217;s an evolution \u2014 and one that rewards the same qualities that have always defined great SEO.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Director of Google Search, Danny Sullivan, took center stage at Search Central Live Toronto to deliver what might be the most reassuring message SEOs have heard in years: you don&#8217;t need to panic or rip apart your sites for AI Search success. The event brought together SEO professionals and digital marketers to hear directly from [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7164","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google\u2019s Danny Sullivan Shares Good SEO Practices for AI Era<\/title>\n<meta name=\"description\" content=\"Good SEO practices for AI era from Google so you can future-proof your strategy and win in AI-powered search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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