This put up was sponsored by NESS. The opinions expressed on this article are the sponsor’s personal.
For anybody who isn’t listening to information search engine optimisation as a result of they really feel it isn’t their related area of interest – suppose once more.
The foundations of search engine optimisation are underpinned by publishing content material. Due to this fact, information search engine optimisation is related to all search engine optimisation. We’re all publishers on-line.
John Shehata and Barry Adams are the consultants inside this vertical and, between them, have expertise working with a lot of the prime information publications worldwide.
Collectively, they based the Information and Editorial search engine optimisation Summit (NESS) in 2021, and within the final 4 years, the search engine optimisation trade has seen essentially the most vital and speedy adjustments because it started 30 years in the past.
I spoke to each John and Barry to get their insights into a few of the present points SEOs face, how search engine optimisation can survive this AI-first period, and to get a preview of the subjects to be mentioned at their upcoming fifth NESS occasion to be held on October 21-22, 2025.
You may watch the total interview on the finish of this text.
search engine optimisation Repackaged For The AI Period
I began out by commenting that just lately, at Google Search Central Reside in Thailand, Gary Illyes got here out to say that there isn’t a distinction between GEO, AEO, and search engine optimisation. I requested Barry what he thought of this and if the introduction of AI Mode goes to proceed taking away writer site visitors.
Surprisingly, Barry agreed with Google to say, “It’s search engine optimisation. It’s simply search engine optimisation. I absolutely agree with what the Googlers are saying on this entrance, and it’s not usually that I absolutely agree with Googlers.”
He went on to say, “I’ve but to seek out any LLM optimization technique that isn’t additionally an search engine optimisation technique. It’s simply search engine optimisation repackaged for the AI period in order that companies can cost extra money with out truly creating any extra added worth.”
AI Mode Is A Menace To Writer Visitors
Whereas AI Overviews have drawn vital consideration, Barry identifies AI Mode as a extra severe risk to writer site visitors.
Not like AI Overviews, which nonetheless show conventional search outcomes alongside AI-generated summaries, AI Mode creates an immersive conversational expertise that encourages customers to proceed their search journey inside Google’s ecosystem.
Barry warns that if AI Mode turns into the default search expertise, it could possibly be “insanely damaging for the net as a result of it’s simply going to make lots of site visitors evaporate with none likelihood of restoration.”
He added that “When you can keep your site visitors from search for the time being, you’re already doing higher than most.”
Transferring Up The Worth Chain
At NESS, John can be talking about learn how to survive this AI-first period, and I requested him for a preview of how SEOs can survive what is going on proper now.
John highlighted a significant subject: “Primary, I believe SEOs want to maneuver up the worth chain. And I’ve been saying this for a very long time, SEOs can’t be solely about key phrases and rankings. It needs to be a lot greater than that.”
He then went on to speak about three key areas as options: constructing topical authority, site visitors diversification, and direct viewers relationships.
“They [news publishers] want to consider income diversification in addition to going again to some conventional income streams, comparable to occasions or syndication. In addition they have to construct their very own direct relationships with customers, both by apps or newsletters. And newsletters by no means acquired the eye they deserve in any of the completely different manufacturers I’m conversant in, however now it’s gaining extra traction. It’s extraordinarily vital.”
High quality Journalism Is Essential For Publishers
Regardless of the AI disruption, each John and Barry stress that technical search engine optimisation fundamentals stay vital, however to some extent.
“You need to ensure the foundations are in place,” Barry notes, however he believes the technical can solely take you to this point. After that, funding in content material is essential.
“When these foundations are on the degree the place there’s not a lot worth in getting additional optimization, then the writer has to do the laborious work of manufacturing the content material that builds the model. The inspiration can solely get you to this point. However in the event you don’t have the inspiration, you might be constructing a home on quicksand and also you’re not going to have the ability to get a lot traction anyway.”
John additionally famous that “it’s vital to double down on technical components of the location.” He went on to say, “Whereas I believe it’s good to take a look at your schema, your pace, all the components, the plumbing, simply to be sure that no matter channel you’re employed with has good entry and good understanding of your information.”
Barry concluded by reaffirming the significance of content material high quality. “The content material is absolutely what must shine. And in the event you don’t have that in place, in the event you don’t have that distinctive model voice, that high quality journalism, then why are you in enterprise within the first place?”
The AI Brokers Query
James Carson and Marie Haynes are each talking about AI brokers at NESS 2025, and after I requested Barry and John concerning the introduction of AI brokers into newsrooms, the dialog was each optimistic and cautious.
John sees vital potential for AI to deal with analysis duties, doc summarization, and fundamental content material creation for standardized reporting like market updates or sports activities scores.
“A whole lot of search engine optimisation groups are utilizing AI to advocate Google Uncover headlines that intrigue curiosity, checking sure search engine optimisation components on the location and so forth. So I believe increasingly more we’ve got seen AI built-in to not write the content material itself, however to information the content material and optimize the effectivity of the entire course of.” John commented.
Nevertheless, Barry stays skeptical about present AI agent reliability for enterprise environments.
“You can not give an AI agent your bank card particulars to start out purchasing in your behalf, after which it simply begins making issues up and finally ends up spending 1000’s of your {dollars} on the incorrect issues … The AI brokers are nowhere close to that maturity degree but and I’m not fully positive they may ever be at that maturity degree as a result of I do suppose the present giant language mannequin know-how has basic limitations.”
John countered that “AI brokers can save us lots of of hours, lots of.” He went on to say, “These three components collectively, automation, AI brokers, and human supervision collectively generally is a actually highly effective mixture, however not AI agent fully solo. And I agree with Barry, it could possibly result in disastrous penalties.”
Wanting Ahead
The AI-first period calls for sincere acknowledgment of modified realities. Straightforward search site visitors development is over, however alternatives exist for publishers prepared to adapt strategically.
Success requires specializing in distinctive worth propositions, constructing direct viewers relationships, and sustaining technical excellence whereas accepting that conventional development metrics could not apply.
The longer term belongs to publishers who perceive that survival means specializing in their viewers to construct genuine connections that worth their particular perspective and experience.
Watch the total interview under.
When you’re a information writer, or an search engine optimisation, you can’t afford to overlook the fifth NESS on October 21-22, 2025.
SEJ readers have a particular 20% low cost on tickets. Simply use the code “SEJ2025” on the checkout right here.
Headline audio system embody Marie Haynes, Mike King, Lily Ray, Kevin Indig, and naturally John Shehata and Barry Adams.
Over two days, there are 20 audio system representing the most effective information publishers comparable to Carly Steven (Each day Mail), Maddie Shepherd (CBS), Christine Liang (The New York Instances), Jessie Willms (The Guardian), amongst others.
Try the full schedule right here.
Featured Picture: Shelley Walsh/Search Engine Journal/ NESS
