On Friday, Google published official guidance on how to optimise for the generative AI features inside Google Search. The most-quoted sentence is also the most useful: "Optimising for generative AI search is optimising for the search experience, and thus still SEO." The argument that follows is that AEO (answer engine optimisation) and GEO (generative engine optimisation) are not new disciplines, that several proposed "AI optimisation hacks" are nonsense, and that the core pr

Why AI's Perfect Simulations Might Be Missing the Point