Industry Veteran Debunks Overstated Cl aims
Respected search marketing pioneer Greg Boser has pushed back against exaggerated claims that Google’s AI-powered search requires radically new optimization strategies. The seasoned professional, known for his deep industry expertise, criticized what he calls “fear-based marketing” promoting specialized “GEO” services as essential for AI search success.
Historical Context Matters
In a recent online discussion, Boser highlighted how some marketers wrongly frame current AI search features as unprecedented disruptions. He pointed out that core elements like direct answers (Featured Snippets since 2014) and semantic understanding (introduced via Hummingbird in 2013) have evolved gradually over 15 years. “Presenting these as sudden changes is misleading,” Boser noted, listing key milestones including RankBrain (2015) and BERT (2019).
Persistent SEO Fundamentals
The expert particularly dismissed alarmist rhetoric about AI Overviews (AIO) and AI Mode fundamentally altering SEO. While acknowledging these tools expand query responses through “Query Fan-out” (automated follow-up questions), he compared the mechanism to Google’s existing “People Also Ask” (PAA) feature. “It’s essentially PAA with enhanced memory capabilities,” Boser remarked, downplaying claims of revolutionary change.
Ongoing Adaptation Required
Other industry veterans like Michael Bonfils observe that AI search may compress traditional sales funnel stages by addressing informational queries more comprehensively. However, Boser maintains that core SEO principles—technical optimization, authoritative content, and strategic promotion—remain unchanged. “Adapting to algorithmic shifts has always been part of SEO,” he concluded, emphasizing continuity over panic.
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