Old SEO ≠ New SEO
Understand the difference or keep optimising for the wrong era.
Old SEO
Ranking in Google was the only game. If you didn't show up on page one, you didn't exist.
- Keyword stuffing everywhere
- Thin content could still rank
- More volume = more traffic
- Bots > humans (meta tags, crawlers)
- Any backlink counted
- Page one = success
- Quick traffic hacks
- Gaming algorithms
- Clicks without depth
- Search was Google-only
- Authority didn't require proof
- Content mills could still survive
- Are we optimising for bots or people?
- Do rankings equal conversions?
- Are we building trust, or just chasing clicks?
- Fragile results (one update kills traffic)
- Visibility without credibility
- No retrieval or citations in AI tools
New SEO
Success now means being retrieved, cited, and trusted across Google and AI platforms. Visibility is built on GEO, AEO, AIO, SXO.
- Long-term authority building
- Showing up in AI-driven retrieval & citations
- Turning visibility into conversions
- You want brand mentions in LLMs
- You're scaling content libraries & clusters
- You're optimising for both AI + Google ecosystems
- Are we cited by AI?
- Does our content match intent?
- What proof builds credibility (data, examples)?
- Trust — Proof & authority
- Visibility — Google + AI
- Citations — Retrieved by LLMs
- Conversions — Discovery → Action
Your brand doesn't just rank—it gets found, surfaced, and chosen.
Frequently Asked Questions
What's the main difference between Old SEO and New SEO?
Old SEO focused on ranking in Google search results through technical optimisation, keyword targeting, and link building. New SEO expands to include visibility across AI platforms—being retrieved, cited, and recommended by ChatGPT, Perplexity, Gemini, and other AI tools, not just ranked in traditional search.
Is Old SEO completely dead?
Not dead, but insufficient. Traditional SEO practices still matter for Google rankings, but they're no longer enough. If you only optimise for Old SEO, you'll miss the growing percentage of discovery happening through AI-powered search and assistants. The most effective strategy combines both approaches.
What are GEO, AEO, AIO, and SXO?
GEO (Generative Engine Optimisation) optimises for AI chatbots like ChatGPT. AEO (Answer Engine Optimisation) targets featured snippets and AI Overviews. AIO (AI Optimisation) structures content for AI tool integration. SXO (Search Experience Optimisation) aligns user experience with search intent. Together they form the New SEO framework.
Why doesn't ranking on Google guarantee AI visibility?
Google ranks pages; AI systems retrieve and cite content differently. AI tools evaluate authority signals, content structure, and trustworthiness across the entire web—not just search ranking factors. A page can rank #1 on Google but lack the structured, authoritative content that AI systems prefer to cite.
What makes content "citable" by AI?
Citable content has clear factual statements, structured formatting (FAQs, lists, definitions), author expertise signals, external validation through mentions and links, and consistent messaging. AI systems extract specific, quotable information rather than processing unstructured narrative content.
How do I know if I'm still doing Old SEO?
Signs of Old SEO-only approach: focusing purely on keyword rankings, measuring success by page position, treating all backlinks equally, creating thin content at scale, and ignoring how your brand appears in AI tool responses. If you've never tested your visibility in ChatGPT or Perplexity, you're likely missing New SEO.
Can I transition from Old SEO to New SEO gradually?
Yes, and you should. Start by auditing your AI visibility—test key queries in ChatGPT, Perplexity, and Google's AI Overviews. Identify gaps between your Google rankings and AI citations. Then prioritise: structure existing high-performing content for AI retrieval, build authority signals, and create new content with both audiences in mind.
What's the end goal of New SEO?
The end goal shifts from "rank and click" to "retrieve, cite, trust, convert." New SEO success means your brand appears when AI systems answer relevant questions, with accurate information that builds trust. Visibility converts to credibility, and credibility converts to business outcomes—not just traffic metrics.
Ready to Dominate AI Search Results?
Our SEO agency specializes in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategies that get your brand cited by ChatGPT, Perplexity, and Google AI Overviews. We combine traditional SEO expertise with cutting-edge AI visibility tactics.