At WordCamp US, Danny Sullivan, who directs Google’s search outreach, spoke about[1] the shifts happening in search and what those changes mean for the people running websites. His main point was fairly simple that is the basic principles of optimisation still matter, even though AI features like Overviews are changing how people reach information.
Sullivan stressed that search engines would not work without the open web. Google’s systems are built on content that publishers make available, so the company has a stake in keeping that ecosystem healthy.
How Google’s Results Keep Moving
He reminded the audience that the system processes billions of pages, and every day about 15 percent of searches are new. Many appear suddenly, driven by live events such as celebrity news or sports, and that forces Google’s ranking layers to respond quickly. These layers weigh hundreds of signals, but which ones matter most depends on context, whether that’s time, place, or format.
People rarely write queries in clear form. That is why systems like BERT and MUM exist: they interpret meaning rather than just scanning keywords. Sullivan pointed to a clumsy query like “can you get medicine for someone pharmacy.” In the past it returned a mess of results. Now, because the system looks at intent in the whole phrase, results make more sense.
The Role of AI Overviews
A large part of his talk focused on AI Overviews, the summaries that appear at the top of search results. With long or layered queries, the system often splits them into smaller searches and then brings back a wider mix of answers. Google calls this approach “fan out.” It means users see summaries, but they also get exposed to more sites than they might have before.
Internal data suggests that searches in the United States and India climbed by roughly ten percent after the launch of Overviews. Users are trying longer queries and spending more time on the sites they reach. Sullivan described this as stronger engagement. At the same time, he accepted that many publishers are seeing higher impressions but fewer clicks, which has raised concerns.
Guidance for Site Owners
Sullivan told publishers to avoid what he called myths around optimisation. He mentioned word count targets, unnecessary “expert reviewed” labels, and bloated pages built only because people believe it might please Google. The real focus, he said, should be on what visitors expect. A recipe page, for instance, ought to show the steps clearly, while leaving room for detail further down for readers who want more.
He said unique material, practical insights, and simple layout remain the factors that matter most. He compared a website to a city where visitors should be able to find their way without feeling lost. Images and video can help, especially as search becomes more multimodal, but the core principle stays the same: make content useful for people.
Balancing Direct Answers and Traffic
One blogger asked about falling clicks after Overviews appeared. Sullivan explained that for certain searches, such as finding the time of the Super Bowl, the most helpful response is a direct answer. That shift can reduce traffic, but he said Google is still committed to giving value to original and in-depth work. He described this moment as an ongoing adjustment, with more changes still to come.
Looking Ahead
Throughout his session, Sullivan circled back to one idea. The name might change, whether SEO, GEO, or something else, but the practice itself hasn’t. His advice to site owners was to keep producing material that stands out, is easy to access, and has clear value. Even as search adopts more generative tools, he argued, the basics of optimisation are still what bring results.
Notes: This post was edited/created using GenAI tools.
Read next: Attackers Exploit X’s Grok AI to Deliver Malicious Links[2]
References
- ^ spoke about (www.youtube.com)
- ^ Attackers Exploit X’s Grok AI to Deliver Malicious Links (www.digitalinformationworld.com)