This submit was sponsored by NESS. The opinions expressed on this article are the sponsor’s personal.
For anybody who isn’t being attentive to information search engine optimization as a result of they really feel it isn’t their related area of interest – suppose once more.
The foundations of search engine optimization are underpinned by publishing content material. Subsequently, information search engine optimization is related to all search engine optimization. We’re all publishers on-line.
John Shehata and Barry Adams are the specialists 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 optimization Summit (NESS) in 2021, and within the final 4 years, the search engine optimization trade has seen essentially the most important and fast modifications because it started 30 years in the past.
I spoke to each John and Barry to get their insights into among the present points SEOs face, how search engine optimization can survive this AI-first period, and to get a preview of the matters to be mentioned at their upcoming fifth NESS occasion to be held on October 21-22, 2025.
You’ll be able to watch the complete interview on the finish of this text.
search engine optimization Repackaged For The AI Period
I began out by commenting that not too long ago, at Google Search Central Dwell in Thailand, Gary Illyes got here out to say that there isn’t a distinction between GEO, AEO, and search engine optimization. I requested Barry what he considered 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 optimization. It’s simply search engine optimization. I absolutely agree with what the Googlers are saying on this entrance, and it’s not typically that I absolutely agree with Googlers.”
He went on to say, “I’ve but to search out any LLM optimization technique that’s not additionally an search engine optimization technique. It’s simply search engine optimization repackaged for the AI period in order that businesses can cost more cash with out really creating any extra added worth.”
AI Mode Is A Risk To Writer Site visitors
Whereas AI Overviews have drawn important consideration, Barry identifies AI Mode as a extra critical menace to writer site visitors.
In contrast to 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 might be “insanely damaging for the online as a result of it’s simply going to make numerous site visitors evaporate with none probability of restoration.”
He added that “In case 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 might be talking about methods to survive this AI-first period, and I requested him for a preview of how SEOs can survive what is occurring proper now.
John highlighted a significant problem: “Primary, I feel 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, equivalent to occasions or syndication. Additionally they must construct their very own direct relationships with customers, both via apps or newsletters. And newsletters by no means obtained the eye they deserve in any of the totally different manufacturers I’m aware of, 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 optimization fundamentals stay vital, however to a degree.
“It’s a must to be sure that the foundations are in place,” Barry notes, however he believes the technical can solely take you up to now. After that, funding in content material is important.
“When these foundations are on the stage the place there’s not a lot worth in getting additional optimization, then the writer has to do the arduous work of manufacturing the content material that builds the model. The inspiration can solely get you up to now. However should you don’t have the muse, 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 positioning.” He went on to say, “Whereas I feel it’s essential have 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 should you don’t have that in place, should 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 important 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 number of search engine optimization groups are utilizing AI to advocate Google Uncover headlines that intrigue curiosity, checking sure search engine optimization components on the positioning and so forth. So I feel increasingly more we’ve 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.
Nonetheless, Barry stays skeptical about present AI agent reliability for enterprise environments.
“You can’t give an AI agent your bank card particulars to begin procuring in your behalf, after which it simply begins making issues up and finally ends up spending 1000’s of your {dollars} on the improper issues … The AI brokers are nowhere close to that maturity stage but and I’m not totally positive they are going to ever be at that maturity stage as a result of I do suppose the present massive language mannequin expertise has elementary limitations.”
John countered that “AI brokers can save us tons of of hours, tons of.” He went on to say, “These three components collectively, automation, AI brokers, and human supervision collectively is usually a actually highly effective mixture, however not AI agent fully solo. And I agree with Barry, it may result in disastrous penalties.”
Trying Ahead
The AI-first period calls for trustworthy acknowledgment of modified realities. Simple 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 might now not apply.
The long run 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 complete interview beneath.
In case you’re a information writer, or an search engine optimization, 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 one of the best information publishers equivalent to Carly Steven (Each day Mail), Maddie Shepherd (CBS), Christine Liang (The New York Instances), Jessie Willms (The Guardian), amongst others.
Take a look at the full schedule right here.
Featured Picture: Shelley Walsh/Search Engine Journal/ NESS
