Google's Sullivan on SEO Future: AI, UGC, and challenges for independent sites

In a recent interview, Google's Search Liaison Danny Sullivan addressed key concerns in the search industry and provided insights into the future of SEO. The discussion, which took place this month, covered topics ranging from the impact of recent core updates on independent websites to the role of AI-generated content in search results.

Sullivan, who has been with Google for seven years after a long career in SEO and search journalism, emphasized that Google's ranking systems do not inherently favor big brands. "Our ranking systems aren't saying 'are you a big brand therefore you rank'," Sullivan stated. He acknowledged, however, that there is a perception among some site owners that larger, well-established sites have an advantage.

Addressing the challenges faced by independent and smaller websites, Sullivan said: "We don't want it to be only the very big things rank well." He noted that Google has been working on understanding how to do more for smaller sites and so-called independent sites. The core focus, according to Sullivan, is on rewarding the most useful, relevant, and satisfying information, regardless of the site's size.

Sullivan also discussed the increasing presence of user-generated content (UGC) in search results, including content from forums and social platforms. He explained that this shift is partly in response to users seeking more authentic, experience-based information. However, he acknowledged the need for balance and quality control in presenting UGC.

Regarding the future of search and SEO, Sullivan emphasized the ongoing evolution of the field. He highlighted significant shifts in search behavior, from desktop to mobile and voice search, and now to the integration of generative AI technologies. Sullivan stressed that despite these changes, the fundamental role of SEO remains constant: understanding how people seek information and helping them access relevant content.

On the topic of AI-generated overviews in search results, Sullivan revealed that Google is still experimenting with various formats and implementations. He noted that these overviews are constantly evolving, and Google is working on harnessing AI technology to help people better access information, including from websites.

Sullivan addressed concerns about the lack of specific data on the impact of AI overviews in Google Search Console. While acknowledging the desire for such data, he explained that Google views these features as part of the overall search experience, similar to other elements like featured snippets.

For website owners concerned about their content appearing in AI overviews, Sullivan suggested using existing snippet controls as a potential way to manage this. He indicated that more granular controls specifically for AI overviews are not currently planned.

Throughout the interview, Sullivan emphasized the importance of creating content with users in mind, rather than trying to anticipate search engine algorithms. "Whenever you're in doubt about anything and you're like I don't know if Google will like it, just ask yourself do I think that people coming to my site will like this," he advised.

Key facts

Danny Sullivan has been Google's Search Liaison for seven years as of September 2024.

Google's ranking systems do not have specific criteria for favoring big brands.

The company is working on improving visibility for smaller, independent sites with quality content.

User-generated content is increasingly featured in search results to meet demand for authentic information.

AI-generated overviews in search results are still experimental and evolving.

Google currently has no plans to provide specific data on AI overview performance in Search Console.

Existing snippet controls can be used to manage content appearance in AI overviews.

The fundamental role of SEO remains understanding user information-seeking behavior and providing relevant content.