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Google’s Danny Sullivan and John Mueller recently discussed on the Search Off the Record podcast whether hiring an AI E-A-T/O or purchasing an AI-optimization tool differs from hiring an SEO specialist or buying traditional SEO tools. The consensus they shared was that the advice remains largely the same.
Danny referenced Google’s guidance on hiring an SEO, emphasizing that the principles don’t change when considering AI-driven solutions like GEO or LLMs. He highlighted that Google’s official documentation suggests the process of hiring an SEO and selecting SEO tools is fundamentally similar to choosing AI-based optimization options. Both approaches aim to improve search performance but aren’t mandatory for success. Many websites rank well without actively engaging in SEO; often, simply focusing on creating valuable content for humans is enough.
Google doesn’t endorse specific SEO companies or tools. Instead, they recommend familiarizing yourself with Google’s general SEO guidelines to inform your decisions when hiring an SEO or investing in SEO tools, preparing you to ask the right questions.
Sullivan underscored that understanding SEO and how Google perceives it is essential before you handle SEO yourself, hire an external agency, or opt for optimization tools. Having this knowledge helps ensure you pick the most suitable SEO services or tools for your needs. While you don’t need to perform all SEO tasks personally, grasping its fundamentals and how Google’s ranking system works is important.
Google clarifies that using third-party SEOs or tools is entirely permissible, provided you understand the underlying principles. Being informed enables you to make better choices and avoid pitfalls.
Sullivan added that SEO tools claiming to produce superior content or rankings are typical, but such claims should be approached with skepticism. No tool or service can guarantee results—this is a universal truth. Interestingly, some SEO firms or tools recommend strategies that go against Google’s guidelines. Such practices could lead to penalties or spam actions, so it’s crucial to scrutinize claims before hiring or purchasing.
Additionally, Sullivan pointed out that some tools focus excessively on ranking metrics rather than whether the content is genuinely helpful to users. He explained that fixating on metrics like “spam grade” or “domain score” can mislead site owners, pulling attention away from broader, more meaningful SEO strategies. Mueller added that relying on these scores can sometimes lead users astray, reinforcing the importance of understanding the bigger picture rather than obsessing over granular scores.
Sullivan humorously mentioned a common misconception: website owners seeing a high “domain score” and assuming their rankings should automatically improve, when in reality, such scores don’t even exist in Google’s system.
The discussion underscores that while SEO tools and techniques can offer assistance, they are not indispensable. The key is to understand what Google values—helpful, human-centric content—and to choose tools and strategies that support that goal without chasing unreliable metrics.
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