Google updated its guidance for businesses interested in SEO to make it concise and easier to read. There is also a new mention of AEO/GEO services, caution about the use of third-party SEO tools, and, for the first time ever, Google is encouraging businesses to contact the United States government Federal Trade Commission if they have a complaint about fraudulent SEO services.
There are about seven changes to Google’s “Do you need an SEO?” web page. The purpose of the page is to provide guidance on deciding whether to hire an SEO, factors to consider during the hiring process, and advice on avoiding unethical or risky practices.
The web page also encourages businesses to question whether they need to hire an SEO and offers links to resources for learning about SEO in order to better understand whether or not it’s necessary.
The new web page goes further than it has ever gone before. It now cautions businesses about the use of third-party SEO tools and encourages them to report shady SEOs to the FTC.
AI Optimization Added To List Of Useful Is Mentioned In New Guidance
Google added AEO/GEO services to their list of useful and typical services offered by SEOs.
The current list:
- Review of your site content or structure
- Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
- Content development
- Management of online business development campaigns
- Keyword research
- SEO training
- Expertise in specific markets and geographies
- Optimizing for generative AI
- Generative AI optimization is new to the list this year. There is no further guidance about this kind of optimization or a description of what this kind of optimization includes.
Content Rewritten For Clarity
Google’s encouragements to read their SEO guides were updated for clarity. . Some of the guide is extensively rewritten while some is only rewritten to be more concise. The rewritten guidance is essentially the same but clearer and easier to understand
Key Change: Google Discourages SEO Tools
One of the key changes to the guidance is an extensive section about third-party SEO tools. This isn’t something that Googlers have been talking about much but Google has actively been taking measures to discourage third-party tools from scraping Google search results.
Google doesn’t mention specific third-party tools but they do mention audits performed by the tools and advises businesses to compare tool recommendations against Google’s published guidance.
The new guidance and recommendations:
“If your SEO uses a third-party tool, keep in mind that Google doesn’t evaluate or endorse third-party SEO tools, and these tools don’t have access to Google’s internal ranking data. Be wary of tools that claim to be “acceptable” or “approved” by Google Search.
Evaluate your SEO’s recommendations and tools they use. Before making significant changes to your site based on a third-party tool’s audit, be sure to check their…
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