Why Traditional SEO Still Works in an AI World
Despite the rapid evolution of AI-driven search technologies, SEO veteran Todd Friesen emphasizes that the core principles of SEO remain effective. He advises against getting caught up in buzzwords like AEO (Answer Engine Optimization) or GEO (Generative Engine Optimization), suggesting instead that businesses focus on long-established SEO tactics that continue to drive results.
The 7 SEO Fundamentals for Success in AI-Powered Search
1. Technical SEO: Build a Strong Foundation
Make sure your website is fast, mobile-responsive, and easily crawlable by search engines. Without a technically sound website, even the best content can go unnoticed.
2. Content Quality: Focus on Value and Relevance
Create well-structured, high-value content that directly addresses user needs and intent. This remains a cornerstone of SEO, especially as AI prioritizes helpful and trustworthy information.
3. On-Page Optimization: Make Every Page Count
Optimize key on-page elements such as title tags, meta descriptions, headers, and keyword placement to improve search visibility and relevance.
4. Internal Linking: Guide and Empower Users
Use internal links strategically to help users navigate your site and help search engines understand the structure and hierarchy of your content.
5. Backlinks: Build Authority Through Trust
Secure high-quality backlinks from reputable sources. These not only drive referral traffic but also signal credibility and authority to search engines.
6. User Experience (UX): Design With Purpose
Ensure your website is easy to use and navigate. A positive user experience keeps visitors engaged and encourages return visits—signals that search engines increasingly value.
7. Analytics and Monitoring: Adapt Through Data
Consistently track performance metrics like traffic, bounce rates, and conversions. Use these insights to refine your strategy and stay ahead of search trends.
AI Search Still Ranks Authority—Just Like Google
Friesen and other experts note that AI-driven engines, such as Perplexity, still rely on principles similar to Google’s algorithms, like PageRank. This confirms that authoritative content and backlinks still play a major role, even in generative search models.
Conclusion: The More Things Change, the More SEO Stays the Same
AI is transforming how users search and how results are delivered, but the fundamentals of SEO are as relevant as ever. Businesses that focus on proven strategies will continue to thrive, no matter how AI reshapes the digital landscape.