Eric Siu argues that most AI SEO claims are overblown. The tactics being sold as AI breakthroughs—content refreshes, H1 tags, citations, creator trust—are just traditional SEO repackaged. Promises of guaranteed top rankings through language models are misleading.
Why AI SEO is BS. So AI SEO as it stands right now, you hear people citing all these case studies. ChatGPT is 95%, it's refreshed content. Okay, well that's still traditional SEO. Oh, you need to make sure your H1s are good to go for the AI over— that's still traditional SEO. You need a lot of citations. I keep searching who's the best marketing podcast. Marketing School. I was like, justify your ranking for putting Marketing School number 1. It's like, well, they have over close to 3,000 episodes, they have thousands of reviews. Okay, we have a ton of citations and we're constantly refreshing because we're constantly creating new content. But not only that, if you look into creators, we've been doing it for a very long time too. So there's a lot of trust that's already built with it. But citations is like since the beginning of SEO. And so anything that's AI SEO right now still tracks from traditional SEO. We're not saying it's going to be like that forever, but it is BS right now to say you know how to maximize and get number 1 guaranteed for LLMs right now. Total BS.
