Google's Gary Illyes discusses AI, website transitions, and the "end of SEO" assertions

Tech News April 30, 2024

Following the recent SERPConf event, Google Search Analyst Gary Illyes shared insights that provided a glimpse into the latest trends and challenges in the SEO world.

His LinkedIn post touches on a range of topics, from technical issues to the role of AI, providing a thorough overview of the industry’s current state. In general, below you can find his main thoughts on these issues.

Hreflang is admittedly annoying, and I am not opposed to this sentiment. However, I'm still very much open to finding a less irksome alternative that accommodates both small and large sites while delivering at least as much functionality.

Regarding the use of AI, specifically generative AI, in the context of this event, it is merely a tool. Like any tool, it can be used properly or misused. It’s no different from any other feature available to you. You are encouraged to use it liberally and innovatively, but please ensure that your applications are of high quality and genuinely useful. The internet is already cluttered with low-quality content; let's not contribute further to that. If you are unsure about the impact of your content, getting feedback from an unbiased source can be helpful.

Site migrations that go awry are troubling and shouldn't happen. If you are experiencing a site migration that shows no signs of improvement after several weeks, don't hesitate to contact us for support.

As for the notion that SEO is dead because of AI's role in search engines, the size of websites, and even whimsically, because of ponies, it's simply not true. Every time there is a change in search engines, a flood of articles proclaim the death of SEO. According to these articles, SEO has been on its deathbed since around 2003—a rather prolonged demise. In reality, SEO isn't dying; it's merely evolving with changes in search engines.