Good SEO is Good GEO: Decoding Google's Message for the AI Search Era
The digital marketing community was buzzing with anticipation at WordCamp US 2025 as Danny Sullivan, a key voice from Google, took the stage to discuss the evolution of search. Amid discussions of AI Overviews, new search modes, and a rapidly changing landscape, he delivered a message that was both reassuring and clarifying: “Good SEO is good ‘GEO’.”
This statement, followed by a playful list of potential acronyms: “AEO, or AI SEO, or LLM SEO, or LMNOPEO”. This explains the noise and anxiety surrounding the rise of AI in search. It suggests that the future isn’t about learning a complex, new set of rules, but about strengthening our commitment to the foundational principles of quality.
This blog post will unpack what “Good SEO is Good GEO” truly means for content creators, publishers, and SEO professionals. We will explore how Google’s long-standing advice is not just relevant but essential for success in AI-driven search experiences, all through the lens of the critical E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework.
Unpacking the New Lingo: What is "GEO"?
The central message from Sullivan’s presentation was captured in a simple but powerful slide
“GEO” stands for Generative Engine Optimization. While the term may be new, the underlying concept, as Sullivan emphasized, is not. The message is clear: the same strategies you have been using to create high-quality content for search engines are the same ones that will position you for success in the new generative AI experiences. As recaps from the event noted, the core directive is that “it’s not about gaming algorithms, it’s about writing for people” The consensus is that “Great content for people” is precisely what will perform well in AI search, a sentiment Google has expressed before
This isn’t about a radical pivot. It’s about recognizing that as search evolves with technologies like AI Overviews and AI Mode, the engine’s core goal remains to connect users with outstanding, original content that provides unique value.
The Unchanging Foundation: Google's Core Guidance Reinforced
Google’s official documentation reinforces this message with remarkable consistency. In a guide published on May 21, 2025, titled “Top ways to ensure your content performs well in Google’s AI experiences on Search,” the advice is strikingly familiar.
As the document explicitly states, the same guidance applies. The key pillars for success remain:
Focus on unique, valuable content for people.
Provide a great page experience.
Ensure we can access your content.
Manage visibility with preview controls.
This advice serves as the bedrock of both good SEO and, by extension, good GEO. It confirms that the path to visibility in AI Overviews isn’t through a secret back door but through the front door of quality and user-centricity that Google has been pointing to for years.
Connecting GEO to E-E-A-T: Your Framework for AI-Ready Content
The E-E-A-T framework has become central to how Google assesses content quality. It’s not a direct ranking factor but a conceptual model that informs its systems. Understanding how to demonstrate E-E-A-T is the key to aligning with Google’s goals and succeeding in the GEO landscape.
Experience (E): First-Hand Insight in an AI World
Google’s call to “focus on unique, valuable content for people” directly maps to the ‘Experience’ component of E-E-A-T. In an era where AI can generate vast amounts of text, content demonstrating genuine, first-hand experience becomes exponentially more valuable.
How to Apply: Share case studies, personal stories, and hands-on reviews. If you’re reviewing a product, show you’ve used it. If you’re explaining a process, detail your own journey. This real-world perspective is difficult for a language model to replicate authentically and builds a strong connection with your audience.
Expertise (E): Be the Source AI Wants to Cite
To provide “unique, satisfying content,” you must demonstrate deep expertise. AI Overviews synthesize information from multiple high-quality sources to provide an answer. Your goal is to be one of those trusted sources.
How to Apply: Create comprehensive, accurate, and insightful content that covers a topic in depth. Go beyond surface-level explanations. Your content should be so thorough and well-researched that it becomes a definitive resource, making it an ideal candidate for citation in an AI-generated summary.
Authoritativeness (A): Building Your Site's Reputation
Authoritativeness is about being a recognized go-to source in your field. This is built over time through consistent quality and is supported by technical excellence, such as providing a “great page experience” and ensuring Google can easily access your content.
How to Apply: Consistently publish high-quality content in your niche. Earn backlinks and mentions from other reputable sites. Ensure your site is technically sound, fast, and secure. A strong internal linking structure also helps establish topic authority. When your site is seen as an authority, its content is more likely to be trusted and surfaced by Google’s systems, including AI.
Trustworthiness (T): The Cornerstone of Credibility
Trust is the ultimate goal. Without it, nothing else matters. All aspects of E-E-A-T contribute to trust, as do technical details. Google’s guidance to “Make sure structured data matches the visible content” is a key trust signal. Discrepancies can erode trust with both users and search engines.
How to Apply: Be transparent about who you are and why you are qualified to speak on a topic. Cite your sources. Make it easy for users to contact you. Ensure your website is secure (HTTPS). Correct any factual errors promptly. This commitment to transparency and accuracy is fundamental to being considered a trustworthy source for AI experiences.
Beyond the core principles, Google’s guidance offers actionable steps for creators looking to thrive:
- Go Beyond Text for Multimodal Success: The web is a visual medium. Integrating high-quality images, videos, infographics, and audio not only improves user engagement but also provides more signals to Google about the depth and quality of your content. This makes your page a more comprehensive resource, ideal for various facets of AI-driven search.
- Manage Visibility with Preview Controls: Google provides options for publishers to control how their content is displayed in search results, including snippets and AI Overviews. Understand these controls (like `max-snippet` and other meta tags) to make strategic decisions that align with your business model.
- Understand the Full Value of Your Visits: With AI Overviews potentially answering queries directly on the results page, the nature of traffic is evolving. A “visit” might not just be a click. Value may come from being featured as an authoritative source in an Overview, leading to increased brand recognition and trust, even if it doesn’t result in an immediate click-through. This addresses some of the concerns within the creator community about potential click loss
The focus shifts from pure traffic volume to the quality of exposure.
🆕 Web Creator confronted Google's Danny Sullivan at WordCamp US 2025! Asked about click loss and economy of creating on web.
— Gagan Ghotra (@gaganghotra_) August 30, 2025
NOTE - I think Angie (person who asked Danny) sort of mis communicated when Danny asked her few things. She said CTR is low but more visitors on site! I… https://t.co/AMQpdjFXDM pic.twitter.com/Vrcnrtj8XC
Conclusion:
Danny Sullivan’s message at WordCamp US was a powerful reminder: the future of search optimization is not a departure from its past but a deeper commitment to its core principles. “Good SEO is Good GEO” means that the rise of AI doesn’t demand a new playbook but rather a more dedicated application of the existing one.
If you are an SEO Expert in Kerala, By focusing on creating unique, valuable content rooted in genuine E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness , you are not just optimizing for an algorithm. You are building a durable, long-term asset that serves your audience first. And in the evolving world of Google Search, that remains the most effective strategy of all.
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Sanoop Balan
At the heart of my approach to Online and Offline Training is collaboration and creativity. I believe in fostering an environment where ideas flow freely and collective efforts lead to exceptional outcomes.
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