Search Engine Optimization has been around since the 1990’s, which is pretty impressive when you see what social media strategies didn’t make it. If you’re interested in learning about why some digital media tools died, like Friendster and Vine, Mental Floss has an interesting post about it.
And although some folks may say SEO isn’t a ‘thing’ anymore, it very much is. It’s just adapted to AI-infused programs and ChatGPT. Search Engine Optimization isn’t one tool; it’s the use of many digital tools to boost views and sales. Those tools change over time but it’s simpler than many think. Because they are designed to reach out to humans. And although the digital marketing ecosystem continues to evolve, human behavior usually doesn’t.
For example, if someone is planning a trip to Chicago, they might ask Google ‘What is the best authentic Chicago pizza restaurant in Chicago?’ Simple enough. And if Chicago pizza businesses have done their job, Google will reward those keywords with locations, videos, and engaging blogs. But today, SEO evolution includes AI optimization (aka AEO). The difference is that the content isn’t optimized only for search engines but also for visibility on AI platforms like ChatGPT, Claude, and Google Gemini. Digital marketers who portray a business as ‘experts’ in their industry have given their content a boost in reach. Let’s say a Chicago pizza business focuses its website content on how they create the best Chicago pizza in the city. The site explains where they source ingredients, why their ingredients bring a specific flavor, or how the local climate improves their famous deep-dish crust. It might even engage visitors with surveys, and Q&A pages. Now other searchers are reviewing the company page. They may not be buying the pizza; they’re just reading the information to learn how to make their own authentic Chicago-style deep-dish. But those views raise overall visibility. Logan Gallegos talks about why SEO still matters today and why scannable, concise, and answer-focused content can build visibility and authority.
Here’s How Your Business Can Evolve with New SEO Practices
The first step to evolving with today’s SEO is to know how to collaborate with AI tools to raise your brand’s profile. Because this environment is always changing, I write workbooks regularly to keep my readers up to date with the trends. These books aren’t written in confusing ‘engineer speak,’ they are designed for students and people who want to get down to the practical work of improving their social marketing skills. I also give examples and step-by-step instructions for achieving those goals.
Not only do I write SEO and digital marketing books, but I use them in my Stanford Continuing Studies class. Learning how to manage SEO and AEO doesn’t have to be complicated. You’re not going to have to start speaking in Latin or anything. Just review the chapters, try some new things, and see how your digital marketing reach improves. You’ll find SEO isn’t dead, it’s just getting better! Oh, and if you looking for an expert witness in SEO (Search Engine Optimization), I can help.
