"He reiterates that while you can hire an SEO and that SEO can help you, it is not required. He said there are plenty of sites succeed in search and don't even think about SEO. He gives the line about, "I'm just going to think about what I want to write about for people, and I'm going to do that.""
"Google won't recommend a specific SEO, so read Google's general guides and documentation on SEO. This way when or if you hire one, you know the questions to ask. Basically, Google said you need to understand SEO and how Google sees SEO, before you do it yourself, hire an SEO company or evaluate an SEO tool. It doesn't mean you need to do all the SEO work yourself but you need to understand it and what the guardrails are and how it works."
Hiring AEO/GEO services or buying AI-optimization tools requires the same scrutiny and understanding as hiring an SEO or buying an SEO tool. Read Google's general guides and documentation on SEO so you know what questions to ask when evaluating vendors or tools. SEO help and tools can be useful but are not required; many sites succeed without SEO by focusing on content for people. Claims that tools will guarantee better content are just claims and no one can guarantee outcomes. Some tools or firms may recommend actions contrary to Google's guidance; understand Google’s guardrails before implementing recommendations.
Read at Search Engine Roundtable
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