People love shiny new labels. We see it constantly in digital marketing, where established practices get repackaged with trendy names while the core principles remain unchanged. The recent debate around “AI SEO” versus traditional SEO is just the latest example of this phenomenon. But what is AI Search anyway?
Todd Friesen, one of our industry’s most experienced digital marketers, recently pointed out something that resonated with me deeply. In his widely shared LinkedIn post, he argued that the seven fundamental principles of traditional SEO apply equally to AI-powered search engines. His perspective? There’s no need to give SEO another name when discussing the same foundational elements.
Having built websites since the 1990s and watched search engines evolve from their earliest iterations, I nod in agreement. The technical landscape has transformed dramatically, but the core principles have shown remarkable staying power.
The More Things Change
Consider Perplexity, one of the leading AI search engines. Despite its advanced capabilities, it still relies on a version of Google’s PageRank algorithm to determine authoritative sources. Machine learning might enhance the underlying mechanics, but the fundamental signals remain consistent.
What are these enduring fundamentals? Proper code structure. Responsive design. Thorough keyword research. Coordination with brand marketing. Content quality. User experience. Site speed. These elements have mattered since the early days of search and continue to matter now.
Small business owners I work with often feel overwhelmed by constant declarations of paradigm shifts in digital marketing. They hear terms like “AI SEO,” “semantic search optimisation,” or “intent-based indexing” and assume they need to rethink their approach altogether. In reality, they’d be better served by mastering the basics that have always worked.
Practical Reality vs Marketing Hype
Digital marketers Rosy Callejas and Ryan Jones have pointed out that our industry has a habit of creating too many names for identical concepts. This naming proliferation doesn’t serve practitioners or clients. It creates artificial complexity where clarity would be more valuable.
This distinction matters for small business owners in New Zealand (and elsewhere). Resources are limited, and every hour spent chasing the latest rebranded strategy is time not spent implementing proven fundamentals.
When clients ask me about optimising for AI search, I tell them to focus first on what has always worked. Create genuinely helpful content that answers real customer questions. Ensure your site loads quickly and works well on mobile devices. Use clear, descriptive language that matches how people search. Build authority through valuable information rather than manipulation.
Evolution Without Revolution
None of this means that search hasn’t evolved. It has. Modern search engines, whether traditional or AI-powered, are significantly better at understanding context, user intent, and natural language. They can process queries that would have baffled their predecessors.
But this evolution hasn’t invalidated the fundamentals. Instead, it has reinforced them. Clear communication, user-focused design, and authoritative content have become more critical, not less.
The businesses that succeed in this environment won’t be those who chase every rebranded concept. Success will come to those who consistently apply proven principles while making thoughtful adjustments as technology evolves.
Finding Clarity in Complexity
For business owners feeling overwhelmed by the pace of change in search, here’s my straightforward advice: don’t get distracted by terminology debates. The core principles remain remarkably consistent, whether SEO, AI optimisation, or anything else.
Focus on creating genuine value for your audience. Make your site technically sound and easy to use. Understand what your customers are searching for and how they phrase their questions. Build authority through expertise and helpful information.
These fundamentals have survived every algorithm update and technological shift since search engines first appeared. They’ll continue to serve you well regardless of what we call them or how the underlying technology evolves.
The debate around naming conventions will likely continue, but innovative businesses will look past the labels to the enduring principles beneath. In search, as in many aspects of business, mastering the fundamentals often yields better results than chasing the latest trend.
