Why optimization still matters, whatever you call it

Recently, there’s been discussion – and some frustration – on social media about what’s being said (and who’s saying it) about SEO, GEO, and whatever comes next.

Some of that criticism has been directed at Search Engine Land, and that’s fair game. We’ve always encouraged open debate and multiple viewpoints about where search marketing is headed.

But I want to take a moment to clarify what we believe, what we don’t, and why our editorial approach may not always align with everyone’s worldview – especially in this unprecedented, transitional moment for our industry.

1. SEO is not dead. Period.

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.

But we also believe SEO is evolving.

The fundamentals – technical excellence, relevance, authority, content that meets human needs – still matter. They always will.

What’s changing are the interfaces and distribution channels through which people access information.

When those change, language has to evolve, too.

Search Engine Land has always been a community publication. 

That means we publish multiple, sometimes conflicting, perspectives. That’s intentional. SEO has never been a field with one single, universal truth.

Disagreement and discussion make the industry stronger.

We’d rather foster debate than enforce a single viewpoint. Ideas sharpen and evolve through constructive conflict.

3. Yes, GEO (or whatever we call it) is real

You can call it AI SEO, GEO, AEO, LLMO, or something else entirely – the terminology is secondary. What matters is what’s happening:

Clicks and traffic have been vanishing since the emergence of AI Overviews, answer engines, and other generative systems.

That’s not fear-mongering. It’s observable data. Regardless of Google’s carefully worded talking points.

So the natural question becomes: What “SEO” do you do when there is no more “search engine”?

That’s why we’re exploring and naming this shift.

Our goal is not to hype something new, but to describe an undeniable evolution in how search (and discovery) works.

4. The fundamentals translate – the labels just change

The best practices of SEO largely carry over into AI SEO, or whatever new framework emerges:

• Creating content that answers human questions helpfully and accurately.
• Building authority and trust.
• Structuring information so systems – human or machine – can understand it.

We’ve never said otherwise. The “new” isn’t replacing SEO fundamentals; it’s extending them.

5. On truth and perception

Let’s be real: truth is subjective.

Two smart, experienced SEOs can look at the same evidence and draw different conclusions. That’s normal.

At Search Engine Land, we’ll continue to publish our interpretations of what’s happening – supported by data and experience – while giving space to others who see it differently. 

Disagreement isn’t deception. It’s dialogue.

6. On ‘snake oil’ and misinformation

There’s plenty of deception and snake oil in our industry – always has been, always will be.

That’s not caused by one article or publication. It’s the nature of any evolving, competitive space.

We can’t stop bad actors from misusing ideas, but we can keep trying to elevate good ones – by being transparent, evidence-driven, and open to correction when we get something wrong.

7. On conflicting articles

Yes, we’ve published conflicting takes on topics like GEO, AEO, and the future of AI SEO. That’s not confusion – that’s conversation.

We’re in a time of unprecedented change, and pretending everyone agrees would be dishonest.

We’d rather show you and all our readers the range of perspectives than withhold ideas because they don’t conform to one narrative.

8. On content and creation

Whether content is written by a human, an AI, or some blend of both, our view is simple:

If it helps someone solve a problem, learn something, or make a decision – that’s good content.

Humans make mistakes. AI makes mistakes.

Ultimately, accuracy and usefulness matter most.

And, as we’ve reported: People don’t really care whether content is made by AI or humans. 80% of consumers are neutral or positive toward brands using AI-generated content.

9. The direction of travel

As Mike King has said, SEO isn’t dead – it’s deprecated.

Google’s long-term vision has always been the “Star Trek” computer – a system that provides answers, not a list of webpages.

We are now dealing with information engines – not search engines. Thus why I half-jokingly used the term Information Engine Optimization.

We’re not there yet, but the trajectory is clear. Holding onto “SEO” as if it will always mean the same thing doesn’t make sense. 

“GEO,” or whatever comes next, might simply reflect a more expansive reality of how people find and interact with information.

10. And about those oh-so-funny GEO ‘jokes’

Let’s retire the “GEO is for geology” jokes.

Words evolve. Every field goes through terminology debates – science, law, tech, marketing.

It’s natural, even healthy, to argue about definitions when new ideas emerge. 

What matters is not what we call it, but what we do with it.

Dig deeper. Yes, GEO is happening

11. We’ve had this debate before

It’s worth remembering that the term “SEO” wasn’t a universally accepted term in the beginning.

In the mid-1990s, when search engines were emerging, a handful of pioneers – Bruce Clay, Bob Heyman, John Audette, Viktor Grant, and others – were wrestling with the same question we are today: what do we call this new thing?

Some called it “search engine positioning.” Others called it “search marketing” or “website promotion.” Some “SEO” detractors, like Mike Grehan, pointed out that SEO is a misleading term because you aren’t optimizing a search engine. 

In short, names come and go. Not everyone will be happy. 

But whether we call it “AI optimization,” “generative engine optimization,” or even “information engine optimization,” visibility is crucial, so optimization still matters for your brand or business.

• “I 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’s like going viral, it’s out of our control,” said Mike Pastore, Third Door Media’s head of content and media.

We’re watching and listening

Search Engine Land exists to inform, challenge, and help search marketers navigate a rapidly changing world.

We won’t always get it perfect. But we’ll always be honest about what we believe, transparent about what we don’t know yet, and open to diverse voices that push the industry forward.

Critique makes us better. Keep it coming.