Todd Friesen, a seasoned SEO expert, recently emphasized that the core principles of search engine optimization remain consistent despite the rise of AI-powered search engines. Friesen, known for his extensive experience working with top firms like Salesforce and as co-host of the SEO Rockstars podcast, argues that optimizing for AI search does not require reinventing SEO but rather continuing to follow established best practices.
Friesen’s LinkedIn post, which has received significant attention in the digital marketing community, outlined seven fundamental SEO components critical for success in both traditional and AI-driven search environments: clean and proper coding (including HTML and schema markup), fast and responsive website performance, high-quality content, thorough keyword research, alignment with brand marketing, building authoritative backlinks, and continuous analytics focused on traffic conversion. He summarized these essentials succinctly: “It is basically fundamental SEO and fundamental brand building. Can we stop overcomplicating it?”
This view resonates with many in the industry who caution against fragmenting SEO into numerous rebranded terms such as Answer Engine Optimization (AEO), AI Optimization (AIO), Chat Engine Optimization (CEO), Generated Engine Optimization (GEO), or Language Model Optimization (LMO). Digital marketer Rosy Callejas pointed out the confusion caused by the proliferation of names, while SEO leaders like Kevin Doory and Don Rhoades emphasized that regardless of terminology, the core practices remain SEO.
The debate extends beyond nomenclature. On platforms like Bluesky, Google’s John Mueller noted the tendency for hype in marketing new concepts but reiterated the importance of traditional brand building for successful online presence—something that predates AI search.
In conclusion, while AI continues to evolve the search landscape, the fundamental SEO framework—centered on technical optimization, content quality, brand development, and data analysis—remains unchanged. Marketers and SEO professionals are encouraged to focus on these tried-and-true principles rather than chasing new labels.
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