In a recent episode of Google's "Search Off the Record" podcast, the impact of artificial intelligence (AI) on search engine optimisation (SEO) was debated, sparking an intriguing dialogue on the future of SEO amidst the growing influence of AI. The discussion featured key insights from notable Google figures, including John Mueller, Gary Illyes, and Lizzi Sassman, as they examined whether SEO is facing an inevitable decline due to AI search technologies.
The podcast opened with John Mueller posing a significant question: “So do you think AI will replace SEO? Is SEO on a dying path?” This prompted a response from Gary Illyes, who expressed skepticism about the notion of SEO’s demise, mentioning the historical context of such predictions. "I mean, SEO has been dying since 2001, so I’m not scared for it," he remarked, reflecting on how changes in Google's algorithms over the years have continuously fuelled concerns among SEOs about the validity and sustainability of their strategies.
While the podcast claimed that SEO remains unaffected by AI Search, the experiences of many digital marketers and publishers could tell a different story. Illyes highlighted a pattern of speculation that has surrounded SEO, suggesting that fears about its decline often arise when practitioners cannot fully comprehend the shifting landscape, which was notably the case when traditional SEO tactics underwent significant changes around 2004.
Later in the discussion, Lizzi Sassman raised the topic of Retrieval Augmented Generation (RAG), a technique designed to improve the relevance and accuracy of AI-generated content. RAG combines information retrieval from external sources with the capabilities of large language models to produce answers centred in factual content. Martin Splitt described this process with the analogy of uploading documents from which answers can be derived, indicating that understanding the retrieval aspect of AI offers a bridge between SEO practices and AI-powered search engines.
Mueller added depth to the conversation by stating that the traditional mechanisms of crawling, indexing, and ranking are still deeply ingrained in how AI search engines operate. He noted, “...when you talk about kind of the retrieval augmented part, that’s basically what SEOs work on, like making content that’s crawlable and indexable for Search.” This suggests that SEO retains its significance as businesses adapt their strategies to remain visible in an evolving search environment, where AI integration into search results is increasingly prevalent.
However, the conversation did not delve deeply into the ramifications of AI algorithms on smaller publishers, many of whom have faced diminished visibility and traffic since the backend integration of AI. It highlighted a disconnect between the viewpoints expressed by the Google representatives and the observable consequences within the broader web ecosystem, where a plethora of sites have reportedly been impacted by AI-driven changes to search engine algorithms.
The ongoing evolution of search queries, particularly the shift towards natural language processing and context-driven searches, has further complicated matters for content creators. The podcast noted that search behaviours are increasingly moving away from simplistic keyword-based inquiries to more complex, conversational exchanges, making it imperative for publishers to re-evaluate their optimisation strategies.
In summary, while Google's podcast conveyed a degree of optimism regarding SEO's future within an AI-driven landscape, it overlooked the significant challenges faced by many in the digital publishing sector. The industry awaits potential insights into how Google plans to address these disruptions moving forward, with many observers eagerly anticipating changes in 2025 that could reshape the relationship between search algorithms, publishers, and SEO itself.
Source: Noah Wire Services