{"id":695493,"date":"2025-10-18T09:15:12","date_gmt":"2025-10-18T06:15:12","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/"},"modified":"2025-10-18T09:15:12","modified_gmt":"2025-10-18T06:15:12","slug":"the-future-of-seo-why-optimization-still-matters-whatever-you-call-it","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/","title":{"rendered":"The future of SEO: Why optimization still matters, whatever you call it"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3a11ee99253\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3a11ee99253\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#Search_Engine_Land_still_believes_in_SEO_But_search_is_evolving_Heres_why_we_talk_about_GEO_what_it_means_and_why_we_welcome_the_debate\" >Search Engine Land still believes in SEO. But search is evolving. Here\u2019s why we talk about GEO, what it means, and why we welcome the debate.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#1_SEO_is_not_dead_Period\" >1. SEO is not dead. Period.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#2_Were_a_community_%E2%80%93_not_a_monolith\" >2. We\u2019re a community \u2013 not a monolith<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#3_Yes_GEO_or_whatever_we_call_it_is_real\" >3. Yes, GEO (or whatever we call it) is real<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#4_The_fundamentals_translate_%E2%80%93_the_labels_just_change\" >4. The fundamentals translate \u2013 the labels just change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#5_On_truth_and_perception\" >5. On truth and perception<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#6_On_%E2%80%98snake_oil_and_misinformation\" >6. On \u2018snake oil\u2019 and misinformation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#7_On_conflicting_articles\" >7. On conflicting articles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#8_On_content_and_creation\" >8. On content and creation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#9_The_direction_of_travel\" >9. The direction of travel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#10_And_about_those_oh-so-funny_GEO_%E2%80%98jokes\" >10. And about those oh-so-funny GEO \u2018jokes\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#11_Weve_had_this_debate_before\" >11. We\u2019ve had this debate before<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/the-future-of-seo-why-optimization-still-matters-whatever-you-call-it\/#Were_watching_and_listening\" >We\u2019re watching and listening<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Search_Engine_Land_still_believes_in_SEO_But_search_is_evolving_Heres_why_we_talk_about_GEO_what_it_means_and_why_we_welcome_the_debate\"><\/span>Search Engine Land still believes in SEO. But search is evolving. Here\u2019s why we talk about GEO, what it means, and why we welcome the debate.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Recently, there\u2019s been discussion \u2013 and some frustration \u2013 on <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a> about what\u2019s being said (and who\u2019s saying it) about SEO, GEO, and whatever comes next.<\/p>\n<p>Some of that criticism has been directed at Search Engine Land, and that\u2019s fair <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>. We\u2019ve always encouraged open debate and multiple viewpoints about where search marketing is headed.<\/p>\n<p>But I want to take a moment to clarify what we believe, what we don\u2019t, and why our editorial <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach may not always align with everyone\u2019s worldview \u2013 especially in this unprecedented, transitional moment for our industry.<\/p>\n<h2 id=\"seo-is-not-dead-period\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_SEO_is_not_dead_Period\"><\/span>1. SEO is not dead. Period.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search Engine Land believes SEO is very much still a thing. As Lily Ray put it in her excellent Search Engine Land article, AI search is booming, but SEO is still not dead.<\/p>\n<p>But we also believe SEO is evolving.<\/p>\n<p>The fundamentals \u2013 technical excellence, relevance, authority, content that meets human needs \u2013 still matter. They always will. <\/p>\n<p>What\u2019s changing are the interfaces and distribution channels through which people access information.<\/p>\n<p>When those change, language has to evolve, too.<\/p>\n<h2 id=\"were-a-community-not-a-monolith\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Were_a_community_%E2%80%93_not_a_monolith\"><\/span>2. We\u2019re a community \u2013 not a monolith<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search Engine Land has always been a community publication.\u00a0<\/p>\n<p>That means we publish multiple, sometimes conflicting, perspectives. That\u2019s intentional. SEO has never been a field with one single, universal truth.<\/p>\n<p>Disagreement and discussion make the industry stronger. <\/p>\n<p>We\u2019d rather foster debate than enforce a single viewpoint. Ideas sharpen and evolve through constructive conflict.<\/p>\n<h2 id=\"yes-geo-or-whatever-we-call-it-is-real\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Yes_GEO_or_whatever_we_call_it_is_real\"><\/span>3. Yes, GEO (or whatever we call it) is real<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can call it AI SEO, GEO, AEO, LLMO, or something else entirely \u2013 the terminology is secondary. What matters is what\u2019s happening:<\/p>\n<p>Clicks and traffic have been vanishing since the emergence of AI Overviews, answer engines, and other generative systems. <\/p>\n<p>That\u2019s not fear-mongering. It\u2019s observable data. Regardless of Google\u2019s carefully worded talking points.<\/p>\n<p>So the natural question becomes: What \u201cSEO\u201d do you do when there is no more \u201csearch engine\u201d?<\/p>\n<p>That\u2019s why we\u2019re exploring and naming this shift. <\/p>\n<p>Our goal is not to hype something new, but to describe an undeniable evolution in how search (and discovery) works.<\/p>\n<h2 id=\"the-fundamentals-translate-the-labels-just-change\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_The_fundamentals_translate_%E2%80%93_the_labels_just_change\"><\/span>4. The fundamentals translate \u2013 the labels just change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best practices of SEO largely carry over into <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/backlinko.com\/seo-vs-geo\" target=\"_blank\" rel=\"noopener\">AI SEO,<\/a> or whatever new framework emerges:<\/p>\n<ul class=\"wp-block-list\">\n<li>Creating content that answers human questions helpfully and accurately.<\/li>\n<li>Building authority and trust.<\/li>\n<li>Structuring information so systems \u2013 human or machine \u2013 can understand it.<\/li>\n<\/ul>\n<p>We\u2019ve never said otherwise. The \u201cnew\u201d isn\u2019t replacing SEO fundamentals; it\u2019s extending them.<\/p>\n<h2 id=\"on-truth-and-perception\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_On_truth_and_perception\"><\/span>5. On truth and perception<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s be real: truth is subjective.<\/p>\n<p>Two smart, experienced SEOs can look at the same evidence and draw different conclusions. That\u2019s normal.<\/p>\n<p>At Search Engine Land, we\u2019ll continue to publish our interpretations of what\u2019s happening \u2013 supported by data and experience \u2013 while giving space to others who see it differently.\u00a0<\/p>\n<p>Disagreement isn\u2019t deception. It\u2019s dialogue.<\/p>\n<h2 id=\"on-snake-oil-and-misinformation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_On_%E2%80%98snake_oil_and_misinformation\"><\/span>6. On \u2018snake oil\u2019 and misinformation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s plenty of deception and snake oil in our industry \u2013 always has been, always will be.<\/p>\n<p>That\u2019s not caused by one article or publication. It\u2019s the nature of any evolving, competitive space.<\/p>\n<p>We can\u2019t stop bad actors from misusing ideas, but we can keep trying to elevate good ones \u2013 by being transparent, evidence-driven, and open to correction when we get something wrong.<\/p>\n<h2 id=\"on-conflicting-articles\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"7_On_conflicting_articles\"><\/span>7. On conflicting articles<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, we\u2019ve published conflicting takes on topics like GEO, AEO, and the future of AI SEO. That\u2019s not confusion \u2013 that\u2019s conversation.<\/p>\n<p>We\u2019re in a time of unprecedented change, and pretending everyone agrees would be dishonest. <\/p>\n<p>We\u2019d rather show you and all our readers the range of perspectives than withhold ideas because they don\u2019t conform to one narrative.<\/p>\n<h2 id=\"on-content-and-creation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"8_On_content_and_creation\"><\/span>8. On content and creation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whether content is written by a human, an AI, or some blend of both, our view is simple:<\/p>\n<p>If it helps someone solve a problem, learn something, or make a decision \u2013 that\u2019s good content.<\/p>\n<p>Humans make mistakes. AI makes mistakes. <\/p>\n<p>Ultimately, accuracy and usefulness matter most.<\/p>\n<p>And, as we\u2019ve reported: People don\u2019t really care whether content is made by AI or humans. 80% of consumers are neutral or positive toward brands using AI-generated content.<\/p>\n<h2 id=\"the-direction-of-travel\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"9_The_direction_of_travel\"><\/span>9. The direction of travel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As Mike King has said, SEO isn\u2019t dead \u2013 it\u2019s deprecated.<\/p>\n<p>Google\u2019s long-term vision has always been the \u201cStar Trek\u201d computer \u2013 a system that provides answers, not a list of webpages.<\/p>\n<p>We are now dealing with information engines \u2013 not search engines. Thus why I half-jokingly used the term Information Engine Optimization.<\/p>\n<p>We\u2019re not there yet, but the trajectory is clear. Holding onto \u201cSEO\u201d as if it will always mean the same thing doesn\u2019t make sense.\u00a0<\/p>\n<p>\u201cGEO,\u201d or whatever comes next, might simply reflect a more expansive reality of how people find and interact with information.<\/p>\n<h2 id=\"and-about-those-ohsofunny-geo-jokes\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"10_And_about_those_oh-so-funny_GEO_%E2%80%98jokes\"><\/span>10. And about those oh-so-funny GEO \u2018jokes\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s retire the \u201cGEO is for geology\u201d jokes.<\/p>\n<p>Words evolve. Every field goes through terminology debates \u2013 <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">science<\/a>, law, tech, marketing.<\/p>\n<p>It\u2019s natural, even healthy, to argue about definitions when new ideas emerge.\u00a0<\/p>\n<p>What matters is not what we call it, but what we do with it.<\/p>\n<p><strong><em>Dig deeper. Yes, GEO is happening<\/em><\/strong><\/p>\n<h2 id=\"weve-had-this-debate-before\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"11_Weve_had_this_debate_before\"><\/span>11. We\u2019ve had this debate before<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s worth remembering that the term \u201cSEO\u201d wasn\u2019t a universally accepted term in the beginning.<\/p>\n<p>In the mid-1990s, when search engines were emerging, a handful of pioneers \u2013\u00a0Bruce Clay, Bob Heyman, John Audette, Viktor Grant, and others \u2013 were wrestling with the same question we are today: what do we call this new thing?<\/p>\n<p>Some called it \u201csearch engine positioning.\u201d Others called it \u201csearch marketing\u201d or \u201cwebsite promotion.\u201d Some \u201cSEO\u201d detractors, like Mike Grehan, pointed out that SEO is a misleading term because you aren\u2019t optimizing a search engine.\u00a0<\/p>\n<p>In short, names come and go. Not everyone will be happy.\u00a0<\/p>\n<p>But whether we call it \u201cAI optimization,\u201d \u201cgenerative engine optimization,\u201d or even \u201cinformation engine optimization,\u201d visibility is crucial, so optimization still matters for your brand or business.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cI think if you look back at the history of all of these things, none of us gets to decide what anything is going to be called. Millions of people have tried to coin terms and failed. It\u2019s like going viral, it\u2019s out of our control,\u201d said Mike Pastore, Third Door Media\u2019s head of content and media.<\/li>\n<\/ul>\n<h2 id=\"were-watching-and-listening\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Were_watching_and_listening\"><\/span>We\u2019re watching and listening<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Search Engine Land exists to inform, challenge, and help search marketers navigate a rapidly changing world.<\/p>\n<p>We won\u2019t always get it perfect. But we\u2019ll always be honest about what we believe, transparent about what we don\u2019t know yet, and open to diverse voices that push the industry forward.<\/p>\n<p>Critique makes us better. Keep it coming.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-ai-future-whatever-you-call-it-optimization-463462\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search Engine Land still believes in SEO. But search is evolving. Here\u2019s why we talk about GEO, what it means, and why we welcome the debate. Recently, there\u2019s been discussion \u2013 and some frustration \u2013 on social media about what\u2019s being said (and who\u2019s saying it) about SEO, GEO, and whatever comes next. Some of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":695494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/seo-ai-optimization-geo-aeo-llmo.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-695493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/695493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=695493"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/695493\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/695494"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=695493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=695493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=695493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}