Ann Smarty Clarifies Google’s ‘AI Optimization’ is Still SEO

In a recent LinkedIn post, Ann Smarty discusses Google’s newly published “AI Optimization” guidelines, clarifying that they largely reiterate existing SEO best practices. Smarty emphasizes that despite the new terminology, the core principles remain rooted in traditional search engine optimization.

AI Optimization is SEO, According to Smarty

Ann Smarty highlights that Google’s approach to optimizing for generative AI answers is, from its perspective, simply an extension of optimizing for the overall search experience. She points out that the guidelines, while presented under a new banner, do not introduce fundamentally new concepts but rather reinforce what Google has shared about SEO previously.

“There’s nothing completely new there (all the guidelines reiterate SEO best practices Google shared before).”

As Ann Smarty notes, the distinction is crucial for businesses and marketers navigating the evolving digital landscape. The perceived shift towards AI-specific optimization is, in her view, a rebranding of established SEO strategies aimed at ensuring content is discoverable and valuable within the context of both traditional and AI-powered search results.

The Enduring Relevance of SEO

Smarty’s analysis underscores the continued importance of SEO in the age of artificial intelligence. She explains that AI systems, particularly those generating answers, rely heavily on the foundation of accurate and up-to-date information found in traditional search results.

AI’s Reliance on Search Results

According to Ann Smarty, a key reason for SEO’s persistent relevance is the way AI models function. These models often draw from existing search indices to formulate their responses.

“AI answers rely on search results to give more accurate and up-to-date results.”

Furthermore, Ann Smarty points out the concept of “fan-out” queries, which Google uses to gather information before providing an answer. This process inherently involves traditional search mechanisms, reinforcing the need for content to be optimized for these underlying searches.

Defining ‘AI Optimization’

Ann Smarty argues that Google’s decision to frame these practices as “SEO” is intentional. It signifies that optimizing content for AI-driven search experiences is not a departure from SEO but an evolution of it. The goal remains to provide the best possible search experience for the user, whether that search is answered directly by a link or synthesized by an AI.

“Google doesn’t call ‘optimizing for generative AI answers’ anything other than ‘SEO’. From Google Search’s perspective, optimizing for generative AI search is optimizing for the search experience, and thus still SEO.”

In her analysis, Ann Smarty aims to dispel potential confusion and myths surrounding Google’s AI optimization guidelines. By framing it as an extension of SEO, she empowers businesses to leverage their existing knowledge and strategies to adapt to these changes effectively.