The search world is changing fast, but some things never do. While AI search continues to evolve weekly, the core principles of SEO remain the bedrock for driving real business results.
SEO Fundamentals Still Drive The Business
Everyone wants to talk about AI optimization. It's the exciting new frontier, and clients are asking about it. But Google still holds the vast majority of search market share, and ignoring it isn't an option for any business serious about online visibility.
"Google still has the massive majority of the market share. That's that's going to be like a huge if we're doing SEO, like we can't just like not think about Google," Puett noted.
While important, it sometimes overshadows the fact that fundamentals still power most SEO success.
Why This Matters
Even with all the buzz around AI, a solid foundation in traditional SEO ensures your site is visible and understood by all search engines, including emerging AI models. Without strong fundamentals, advanced AI optimization efforts will fall short.
Adapting Your Message for the AI-Curious Executive
The rise of AI has created a broader awareness of search at the executive level. This can be a double-edged sword. On one hand, it's easier to get buy-in for SEO initiatives. On the other, executives might only want to hear about the newest AI tricks, making it harder to champion essential, less glamorous tasks.
"Everyone wants to be hearing about AI optimization," Puett said. "And so I've accidentally run an entire webinar on what you should do to optimize for AI and just like failed to mention like by the way you still need to do all of the other things too."
Good AI optimization starts with good foundational SEO. There are extra layers to add, but the base remains crucial. SEO professionals need to frame these basics in a way that resonates with stakeholders' interest in AI, explaining how they set the stage for any advanced strategy.
Why This Matters
This increased executive interest is an opportunity. By effectively communicating how foundational SEO supports AI-driven goals, you can secure the resources needed for critical tasks, even if it's something as basic as optimizing meta titles.
Re-evaluating Core SEO Tactics: Meta Descriptions and Site Speed
Some tactics once considered basic are now getting a fresh look. Meta descriptions, for example, were largely ignored for years. Now, with AI, they matter again, though the rules are changing.
Puett observed, "Character limit or like pixel limit doesn't seem to to matter quite as much as it used to... I have noticed at the moment as making them just as straightforward as possible. Like this is exactly what this page is about seems to be moving the needle as much as possible for AI."
Site speed is another factor that has ebbed and flowed in importance but is now making a comeback, especially for large language models (LLMs). Content strategy is also shifting, with less emphasis on generic top-of-funnel blogs for local businesses and more focus on highly targeted pages.
Why This Matters
The evolving search landscape demands flexibility. What worked perfectly five years ago for meta descriptions might not be optimal today. Experimentation and staying updated on subtle shifts are key to staying effective.