Google’s Danny Sullivan offered guidance to SEOs dealing with clients eager for updates on AI SEO strategies. He acknowledged that while it’s easier to advise SEOs, conveying this to clients is more challenging. Sullivan emphasized that advances in content management systems (CMS) have lessened the need for technical SEO, allowing SEOs and publishers to focus more on content creation. **What To Tell Clients** Danny noted SEOs are in a tough position with clients demanding “new” SEO approaches for AI search. He didn’t provide specific tactics for improving rankings in AI search immediately but advised SEOs on how to manage client expectations. He suggested reassuring clients that current successful SEO practices remain relevant and that chasing every new trend isn’t always effective. Sullivan stressed that continuing established SEO methods is the best path to success with AI-enhanced SEO (AEO). He acknowledged the pressure SEOs face but encouraged maintaining focus on proven strategies despite evolving formats. **Downside Of Prioritizing AEO/GEO For AI Search** Some in the SEO community recommend questionable tactics to rank better in AI chatbots like ChatGPT, such as creating self-promoting listicles or outdated keyword stuffing. However, these chatbots currently account for only a tiny fraction of search traffic—estimates place ChatGPT’s share at just 0. 2% to 0. 5%, with others like Anthropic’s Claude near zero.

Therefore, prioritizing AI SEO or generative engine optimization (AEO/GEO) over traditional Google and Bing search is presently unwise due to minimal return on investment. Google’s AI search features still rely on classic ranking algorithms. Danny cautioned that dramatically shifting SEO strategies to cater specifically to AI could overcomplicate processes and may not result in long-term success. **Technical SEO Is Needed Less?** John Mueller added that modern CMS platforms like WordPress or Wix handle most technical SEO basics out-of-the-box, reducing the need for SEOs to focus heavily on technical issues. Sullivan agreed, noting this shift allows SEOs and content creators to concentrate on producing quality content, which benefits ranking across AI search experiences as well. This perspective aligns with earlier comments from Danny, who observed a trend of some creators embracing writing and content creation without stressing SEO intricacies. Sullivan summarized: "We want you to focus on your content and not overthink SEO. If your content is accessible on the web, that’s the foundation. Many are rediscovering the joy of writing blogs, which is where long-term success lies. " **Related:** John Mueller has also stated that technical SEO still matters but has evolved, not disappeared. For further insights, Danny Sullivan’s comments can be found around the 8-minute mark of the referenced podcast. *Featured Image by Shutterstock/Just Dance*