SEO for AI Remains SEO: Insights from Danny Sullivan

Google’s guidance remains clear: AI-powered search changes how results are presented, but it doesn’t change the fundamentals of search optimization. In his coverage for Search Engine Land, Danny Goodwin reports on comments from Google’s Danny Sullivan that reiterate this point and offer practical advice for site owners and SEOs. Read the original article on Search Engine Land: https://searchengineland.com/google-danny-sullivan-seo-for-ai-is-still-seo-466368.

Google’s Danny Sullivan: SEO for AI is still SEO

Why the fundamentals still matter

Danny Sullivan and Google Search lead engineers have pushed back on the idea that brands need an entirely separate “AI SEO” strategy. The takeaway is straightforward: write for humans first. As AI features expand—bringing synthesized answers and multimodal results—sites that prioritize original value, clear expertise, and real user utility will perform best.

As Danny Goodwin reported, Danny Sullivan emphasized that if you’re already creating content for people rather than for ranking systems, “you are ‘ahead’ as formats shift.” That line captures the central message: durable content strategies outlast short-term tricks.

Key points from Google’s guidance

Human-first content and original value

Google’s guidance highlights the importance of unique perspective, firsthand reporting, and demonstrable expertise. Commodity content—pages assembled to answer simple queries without adding unique context—are increasingly vulnerable to being replaced by direct answers or data feeds.

Multimodal content

Searchers use and prefer multiple formats for different tasks. Mixing text with images and video can improve understanding and engagement. Google’s AI systems are better at assessing multimodal signals, so incorporating relevant media where it genuinely adds clarity is a priority.

Structured data as a supporting signal

Structured data remains useful for helping systems understand and present content, but Sullivan was clear that it’s not a silver bullet—“it is not ‘structured data and you win AI.’” Use schema where it genuinely applies to clarify content types and relationships.

Quality clicks and conversions over raw traffic

AI-driven formats can lead to more contextually aware clicks—users who click when they understand the result better. Google recommends defining and tracking the outcomes that matter to your business, emphasizing conversions and engagement metrics rather than chasing volume alone.

Query fan-out and visibility

AI features often run multiple related queries behind the scenes and synthesize responses. That means a lack of visibility in an AI overview doesn’t map one-to-one with the way you rank for a single keyword. Focus on comprehensive topic coverage to capture broader intent.

Actionable recommendations for SEOs and site owners

Below are prioritized actions you can take now to align with Google’s guidance and the realities of AI-driven search.

1. Prioritize original, expertise-driven content

Invest in content that adds unique insights, reporting, or hands-on experience. Use interviews, case studies, data visualizations, and author bios that demonstrate subject-matter expertise.

2. Add multimodal assets thoughtfully

Include images, diagrams, and short videos when they genuinely improve understanding. Optimize media (descriptive filenames, captions, and accessible transcripts) so that it’s discoverable and useful.

3. Use structured data where it fits

Apply schema.org markup (JSON-LD) to clarify content types—articles, FAQs, how-tos, products, recipes—and validate with Google’s Rich Results Test. Remember schema supports understanding; it’s not a ranking shortcut.

4. Maintain technical hygiene

Ensure your site remains crawlable and performant: fast page load, mobile-friendly layouts, clear canonicalization, and fresh sitemaps. Modern CMS platforms handle a lot of this, but audits are still essential.

5. Redefine KPIs toward quality

Shift measurement from raw sessions to meaningful actions: engagement depth, time on task, micro-conversions (e.g., newsletter signups), and purchase intent signals. Track behavior from AI-originated referrals separately to understand their value.

6. Communicate with stakeholders

Clients often demand “AI optimization.” Reframe this as monitoring and adaptation: explain that durable SEO practices are the core deliverable, with targeted monitoring for AI features and experimental tests as needed.