Google has published new guidance that canonicalizes itself as the single source of objective truth for SEO practices, including for AI SEO. The new guidance, published on Google Search Central, is Google’s strongest assertion of itself as the official source of information SEO best practices and SEO tools.
The new guidance affects:
- Third-party SEO resources.
- Third-party SEO tools.
- Third-party SEO services.
- Third-party data providers.
The effect of the new guidance is to assert Google as the authoritative source of resources, tools, SEO information, and SEO data.
The four main points of the new documentation are:
- Google Says It Is The Authority On SEO Advice
- Google Claims Authority Over AI Search Optimization
- Google Distances Itself From Third Party SEO Tools
- Google’s Recommends Itself For SEO Tools
Google Says It Is The Authority On SEO Advice
Google’s new guidance is specifically about third-party SEO tools and third-party SEO advice. It expressly asserts its own guidelines as the canonical source of truth about SEO and for the nascent practice of AI optimization.
The new guidelines insist on Google as the objective truth about SEO:
“While some advice is helpful, others may misinterpret or make claims about what “Google says” or how Google ranking systems work. In general, good advice either qualifies their claims as opinion based on data or experience, or backs up their claims by citing official Google Search guidance.
We recommend carefully evaluating any advice you might be considering implementing against our official SEO guidance, including our guidance on optimizing for generative AI, and making your own informed decisions.”
Those statements assert Google’s own documentation as the reference point for evaluating whether SEO advice is credible and worth implementing. That’s always been a good practice. What’s unusual is how strongly the new guidance asserts Google’s primacy over all SEO information.
Google Claims Authoritativeness Over AI SEO
The guidance applies the same canonicalization of objective truth to AI search optimization advice, by asserting Google’s advice as authoritative for AEO and GEO, as well as SEO in general.
Google specifically references advice related to AI optimization, specifically mentioning AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
Google’s new guidance essentially divides SEO information into two categories:
- Third-party SEO opinion based on data or experience.
- Google’s own guidelines and recommendations.
After setting up the us versus them comparison, it follows by strongly recommending its own guidance as the source of truth by which any other advice should be weighed.
The new guidance explains:
“There’s plenty of third-party SEO advice on the internet related to SEO, search listings, and AI experiences (sometimes called AEO for “answer engine optimization” or GEO for “generative engine optimization”). While some advice is…
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