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AI search optimization is fundamentally still SEO because AI platforms rely on Google's index rather than building their own, making it a derivative layer on top of traditional search.
The Reasoning
AI platforms like ChatGPT and Perplexity use Google/Bing search results as source material rather than indexing the web independently, so winning at AI search requires winning at traditional SEO first.
What Needs to Be True
- AI platforms continue relying on traditional search engines
- Google's indexing remains the authoritative web index
- AI platforms don't build independent crawling infrastructure
- Page 1-3 Google rankings remain the source pool for AI
Counterargument
AI platforms might eventually build independent indexes or weight sources differently than Google's algorithm.
What Would Change This View
AI platforms launching independent web crawling, dramatically different source weighting than Google rankings, or bypassing traditional search entirely.
Implications for Builders
Master traditional SEO before investing heavily in AI search
Don't create separate AI-only content strategies
Focus on getting pages to rank on Google first
View AI search as SEO amplification rather than replacement
Example Application
“Marketing team prioritizes getting product comparison page to rank in Google top 3, knowing this automatically makes it available to AI search systems, then adds targeted outreach to secure mentions on other ranking pages.”