Google’s Danny Sullivan: ‘Good SEO is good GEO’

Introduction

Ever wondered if SEO is becoming obsolete now that AI-powered search is all the rage? Well, you’re not alone. In fact, Google’s own Danny Sullivan has a refreshing take: “Good SEO is good GEO.” In other words, the classic SEO playbook works for AI too. This matters now more than ever as our search world shifts to generative, conversational formats that value clarity, structure but still reward the basics.

What exactly did Danny Sullivan mean by “Good SEO is good GEO”?

Danny Sullivan, longtime Google Search Liaison, recently reaffirmed that optimizing for generative AI (sometimes dubbed Generative Engine Optimization) isn’t some radically different task it’s the same trustworthy, people-centric SEO we’ve relied on all along unique, valuable content and solid page experience. At WordCamp US 2025, he doubled down: do what’s always been right help people and AI will reward you.

What is GEO and how does it fit with classic SEO?

In the world of generative engine optimization, the goal is to ensure your content shows up in AI-driven responses think ChatGPT, AI Overviews, Copilot rather than just organic ranking lists. Traditional SEO still lays the foundation, by building technical health, smart keywords, and E-E-A-T (expertise, experience, authority, trustworthiness). GEO just adds another layer structuring content so AI can cite it effectively.

For a deeper dive into practical strategies, check our blog on SEO beyond the website in the AI era.

Why should you care about GEO in addition to SEO?

Because the rulebook has changed but not by much. SEO still helps you rank; GEO helps you get quoted in AI replies. As AI chatbots and search engines boom, being visible in AI-driven search matters just as much. These systems rely on structured, concise, high-E-E-A-T content, which was already good SEO but now must be even more digestible for AI to reuse.

How do SEO and GEO work together in practice?

Think of SEO as building the house, GEO as decorating it so it’s easy for anyone human or AI to walk in and say, “Hey, this makes sense.” Here’s how:

• Focus on real questions (Q&A structure) and concise answers.
  
• Use bullet points, tables, and clear sections AI loves structured cues.
  
• Optimize for E-E-A-T across both strategies.
  
• Monitor not just rankings, but AI citations or mentions.
  
• Distribute via forums, news, community sites AI pulls from these too.
  

To learn actionable methods, read our guide on winning at local SEO.

What’s the main takeaway you can apply today?

“Good SEO is good GEO” isn’t just catchy it’s practical. Keep crafting high-quality, user-focused content; structure it well; answer real questions. That same energy will earn you visibility whether people search Google or ask AI assistants. As content strategist Nina Lopez might put it, “When you write for people first, bots follow along.”

Know About: Neil Patel’s take on GEO vs SEO.

Conclusion

So, is SEO still alive in the age of AI search? Absolutely plus it’s the only way to do effective GEO. Stick with what works: write well, build trust, structure smartly. Then sit back (well, not entirely keep optimizing!), and let AI bring your content into the spotlight. Drop your thoughts below, share what’s working for you, or shoot a question happy to explore it together!

FAQ