The world of search engine optimization (SEO) is changing in the age of artificial intelligence (AI). In an article for Search Engine Land, contributor Rob Garner explores the shift from “optimization” to “training” search engines. Garner argues that the term “optimization” no longer accurately reflects what SEO professionals have been doing for the past 30 years. Instead, SEO experts have been serving as human intermediaries between digital media and AI. They have been training search engines to understand and generate immediate connections to digital assets in the most relevant way.
Garner explains that SEO professionals have always been at the forefront of interacting with AI on behalf of their websites and digital assets. Generative AI is a workhorse for digital media, but it still requires human guidance to be fully effective. SEOs have been performing this important function as human intermediaries between assets and AI within the context of search intelligence.
The article also delves into the origins of “search engine optimization.” Garner highlights the early days of search engines and how search engineers constantly fought with publishers to optimize their content. While the term “search engine optimization” was coined almost 30 years ago, Garner argues that it is time to shift our thinking and language to reflect the reality of training search engines.
Garner suggests that training a search engine involves various aspects such as keywords, content, internal and external links, and schema. All of these elements help train the search engine to better understand and generate relevant results. However, he cautions against utilizing non-relevant techniques that can lead to spam training, which can negatively impact a website’s visibility.
The article concludes by acknowledging that the term “search engine training” may have limitations and can be easily confused with other types of educational training. Garner encourages the industry to continue exploring and defining the new world of search and AI training for digital assets. Ultimately, he emphasizes that without content, search engines and generative AI would not exist, and website owners have the right to train search engines about their content.
Overall, Garner’s article highlights the importance of rethinking SEO practices in the AI era. It calls for a shift in language and a focus on training search engines rather than simply optimizing content. By understanding and embracing this new approach, website owners and SEO professionals can adapt to the changing landscape and achieve better results.
