SEO Expert Challenges Need for New AI Search Optimization Terms

Todd Friesen, a veteran SEO expert and former Salesforce executive, has sparked industry-wide discussion by asserting that fundamental principles of search engine optimization remain equally effective for AI search optimization, challenging the proliferation of new terminology in the field.

Friesen's recent LinkedIn post garnered significant attention by outlining seven core SEO fundamentals that he argues work identically for both traditional and artificial intelligence powered search engines. His stance comes amid growing industry debate over the necessity of new optimization frameworks for AI-powered search.

The Seven Fundamentals of Modern SEO

According to Friesen, successful search optimization, regardless of platform, relies on:

• Proper code implementation (HTML and schema)
• Fast and responsive website performance
• High-quality content creation
• Strategic keyword research
• Brand marketing coordination
• Link building
• Analytics and conversion tracking

Industry Response and Expert Perspectives

Leading digital marketing professionals have rallied behind Friesen's position. Ryan Jones, Senior Vice President of SEO at Razorfish, criticized the emergence of terms like "GEO" (Generative Engine Optimization), while Kevin Doory, Director of SEO at RazorFish, emphasized focusing on execution rather than terminology.

Google's John Mueller offered additional insight on Bluesky, suggesting that the push for new terminology might be driven by marketing motivations rather than technical necessity. "You don't build an audience online by being reasonable, and you don't sell new things / services by saying the current status is sufficient," Mueller noted.

Technical Evolution and Implementation

The industry has witnessed a rapid expansion of optimization-related acronyms, including:

• AEO (Answer Engine Optimization)
• AIO (AI Optimization)
• CEO (Chat Engine Optimization)
• GEO (Generative Engine Optimization)
• LMO (Language Model Optimization)

Supporting Friesen's argument, evidence suggests that AI search engines like Perplexity continue to rely on traditional SEO principles, including a version of Google's PageRank algorithm for determining website authority. As search optimization continues to evolve, practitioners must balance established methodologies with emerging technologies.

For additional context on AI search optimization fundamentals, readers can reference Google's AI Search documentation.

The debate over AI search optimization terminology highlights the importance of focusing on proven fundamentals while remaining adaptable to technological evolution in the search landscape.