Google’s Danny Sullivan: “Good SEO is Good GEO”

Google’s former Search Liaison, Danny Sullivan, has stressed that search engine optimisation hasn’t fundamentally changed, it’s still about delivering value to people. Speaking at WordCamp US, Sullivan explained that the core principles behind SEO apply just as much to “GEO” (Generative Engine Optimisation) and any other acronym the industry invents.

SEO vs GEO

Generative AI has given rise to new buzzwords like GEO, AEO and LLM SEO. But according to Sullivan, they all boil down to the same thing:

• Create original, high-quality content.
• Provide an excellent on-page experience.
• Focus on what genuinely helps users.

This echoes the advice Google’s Gary Illyes shared earlier in the year: do “normal SEO”.

We couldn’t agree more. While AI-driven search results are evolving fast, the bedrock of SEO hasn’t shifted. If you focus on people first, the rankings will follow.

Why it matters

The rise of AI-driven search doesn’t mean SEO is dead, not yet, anyway. While some believe SEO is losing relevance, the reality is that the foundations still matter. Content quality, clarity, and user experience remain at the centre of both SEO and GEO. The search experience may be shifting towards AI-generated answers, but the underlying work is the same.

How we can help

We specialise in building SEO strategies that cut through the noise and deliver results. From in-depth technical audits and site optimisation, to content creation and natural link building, we ensure your website is visible where it matters most. Our approach is rooted in data but focused on people, because we know Google rewards sites that provide genuine value to their audience. Whether you’re looking to grow organic traffic, improve conversions, or future-proof your site against algorithm changes, our google seo consultants have the expertise to help you succeed.

Key quotes from Sullivan

Sullivan reminded the audience that good SEO practices haven’t changed:

• “SEO isn’t just about blue links in Google. It’s about understanding how people search and ensuring your content is there, whether that’s through a website, a voice assistant, or a mobile device.”
• “Good SEO is good GEO. The fundamentals don’t change. If you’re creating clear, useful, unique content, you’re already doing the right things.”
• “Don’t panic. Keep focusing on what benefits users – that’s always been the point of SEO.”

CTR concerns and AI Overviews

During a Q&A session, blogger Angie Drake raised concerns about falling click-through rates since AI Overviews launched. Despite impressions increasing, traffic to her site had dropped, something now being referred to as the “great decoupling” of search.

Sullivan’s response:

• Google won’t apologise for direct answers to factual queries (e.g. “What time is the Super Bowl?”) – users expect that.
• The company remains committed to rewarding unique, valuable content.
• Feedback about traffic loss is being taken on board, though Sullivan admitted there will be “bumps along the way”.

Other takeaways

• AI Overviews have actually driven a 10% increase in searches in the US and India.
• Google carries out up to 5,000 updates a year, a figure that hasn’t changed much since 2022.