A prominent SEO authority has challenged claims that Google’s AI-driven search demands radically new and complex SEO strategies. Greg Boser, a seasoned pioneer in search marketing, urges marketers to focus on the realities behind Google’s evolving search results and to be wary of fear-driven marketing tactics that exaggerate the disruptive nature of AI search to sell so-called “GEO” services.
Greg Boser Responds to Misconceptions About SEO’s Decline
Boser’s comments were sparked by a recent tweet that overstated the decline of SEO dominance. He criticized many marketers for having outdated and superficial understandings of SEO, highlighting that some still cling to antiquated practices without realizing it.
For instance, Boser pointed out the longstanding tactic of buying backlinks, which has existed for decades. He noted that some newcomers have simply renamed this tactic as “Private Blog Networks” (PBNs), mistakenly assuming that a new label changes the nature or detectability of the practice. “I’ve never seen a truly ‘private’ PBN,” Boser remarked, “because the moment content is published online, Google knows about it. If a spam bot finds it within minutes, so does Google.”
Boser outlined how some fearmongering articles push the narrative that everything SEO professionals know is wrong, and that “GEO” services are the only solution. He summarized the formula such articles follow:
Portray SEO as a relic from 2000 to 2006, focusing only on outdated tactics like buying backlinks and keyword stuffing, and claim ranking is the sole KPI.
Google’s Evolution Beyond Traditional Organic Results
Boser reminded readers that Google has long moved past being a mere provider of ten organic links. Delivering direct answers through featured snippets and knowledge panels is not new.
He highlighted key milestones in Google’s search evolution that many tend to overlook when discussing AI search as a recent phenomenon:
2009: Rich Snippets introduced
2011: Knowledge Graph launched, emphasizing entities over keywords
2013: Hummingbird algorithm for semantic search
2014: Featured Snippets providing direct “position zero” answers
2015: People Also Ask (PAA) boxes predicting follow-up questions
2015: RankBrain machine learning for ambiguous queries
2019: BERT for improved natural language processing
2021: MUM, an enhanced version of BERT
2023: SGE (Search Generative Experience), marking AI’s expanded role
Calling Out Fear-Based Marketing
Boser criticized marketers who exaggerate AI search complexity to stoke fear and promote their own services as the only solution, often ending with advice to “hire a GEO expert.”
He acknowledged that AI search is indeed complex, noting that Google’s AI-powered search interfaces cast a wider net on user intent than traditional search results. Unlike classic search, AI search breaks down queries into multiple follow-up questions—a process Google calls “query branching.”
However, Boser pointed out the similarity between this “query branching” and Google’s existing People Also Ask feature, suggesting that AI simply integrates these elements into its new interfaces rather than reinventing search entirely.
Does AI Search Threaten SEO?
Boser, and others in the SEO community, largely agree that AI search does not threaten SEO fundamentals. Traditional SEO practices such as website promotion and technical SEO remain crucial. The main change is that AI search focuses on providing answers across a user’s entire information journey, rather than just a single query.
Senior SEO expert Michael Bonfils recently observed that AI search is altering the sales funnel by eliminating the early and middle stages of user engagement. He highlighted the challenge this creates for marketers trying to gather data during the critical consideration phase of the funnel.
In conclusion, while AI search differs from previous search paradigms, Boser emphasized that SEO’s history is one of adaptation. The core principles remain, and professionals must evolve alongside technology rather than succumb to hype and fear.
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