🔥 The SEOs Diners Club - Issue #190 - Weekly SEO Tips & News

Greetings,

The digital marketing world continues spinning at a dizzying pace. This week, I've prepared a particularly dense newsletter for you, covering both theoretical and practical ground. I'm diving deep into content optimization for AI search engines with 17 actionable tips, examining updates from Google and OpenAI, and sharing my impressions from the Search N Stuff conference in Antalya.

If you're ready, let's begin.

1. Content Optimization for AI Search Engines

This week's main topic is what we consider the next evolution of SEO: Generative Engine Optimization (GEO). Google's AI Overviews, AI answer engines like Perplexity, and ChatGPT's search capabilities are fundamentally changing the concept of visibility. Simply ranking first in blue links is no longer enough; the real goal is to be cited, quoted, and summarized as a source in AI-generated answers.

The article published in Search Engine Land that forms the foundation of this week's discussion, "Optimizing content for generative engines: 17 actionable tips", offers 17 actionable tips on how to adapt to this new era. Remember, visibility in this new world is quite volatile. According to research, 70% of sources featured in AI Overviews can change within two to three months. But here's the good news: classic SEO principles remain our foundation. Pages cited in AI answers are generally those ranking in the top 10 of traditional search results. So while keeping our foundations solid, we must structure our content in ways that AI will favor.

Insights on AI Search Strategy from Google's Robby Stein

Robby Stein, VP of Product at Google Search, recently made valuable statements about the future of AI search on Lenny's Podcast. Several critical points Stein emphasized are crucial for shaping our content strategy:

• AI Isn't Killing Search, It's Expanding It: Stein says, "Core Google search isn't actually changing. AI is having an expansionary effect. More questions are being asked now, and more curiosity can be satisfied with AI." This actually represents an opportunity for content creators. More questions mean more content needs.

• Natural Language Usage Explosion: Users can now type long, complex, and natural sentences into Google like "where's a great place for a date, I've already been to these four restaurants, I'm looking for outdoor dining and my friend has this allergy." This shows we need to optimize our content for this conversational language and long-tail questions.

• Query Fanout Mechanism: Stein explains that AI uses a technique called "query fanout" when generating an answer. The model uses Google search as a tool, making dozens of different queries in the background to gather information. This emphasizes the importance of your content covering various subtopics and related questions.

• Originality and Helpfulness Are Still King: Stein asks, "Is your content original or are you repeating things that have been repeated 500 times?" The "extremely helpful" content principle stated in Google's Human Evaluator Guidelines remains valid in the AI age.

• "Jobs to Be Done" Framework: Stein shares an important principle for marketing and product development: "Don't think of users as using your product. Think of users as hiring you to do a job. People don't want a quarter-inch drill, they want a quarter-inch hole." This perspective reminds us that we need to shape our content strategy according to user intent.

How Do You Optimize Your Content for Both Humans and AI?

Here's an actionable roadmap for optimizing your content according to GEO principles:

Content Structure and Presentation

1. Answer First, Earn the Click Later

Add a 2-3 sentence "TL;DR" (Too Long; Didn't Read) box at the beginning of your content that summarizes the article's main idea. AI models love picking up such clear and concise information and using it in their summaries. After users see the essence of the answer they're looking for, they'll be more willing to read the rest of your content for details. This approach aligns perfectly with how Google's AI Overviews and AI Mode work: summary first, then in-depth content.

2. Make Every Claim Easily Quotable

Especially when sharing data, statistics, or quotes, always link directly to the primary source. Tools like Perplexity and Copilot prominently display sources in their answers. Linking to reliable and original sources both strengthens your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals and ensures AI sees you as a trustworthy source.

3. Organize Your Pages Around Questions and Tasks

Instead of long, straight text, structure your content with subheadings (H2, H3) that answer questions users naturally ask. As Robby Stein noted, users are now asking much longer and more complex questions. Your content should be organized to answer these questions step by step. Creating step-by-step instructions or checklists also makes your content more digestible for both users and AI.

4. Turn Comparisons into Criteria-Based Tables

In comparison content like "X vs. Y," instead of text heaps, use tables that clearly show features, prices, and advantages. This makes it easier for AI to parse data and generate comparative answers. Clearly state the criteria and thresholds used in tables, and write who each option is suitable for.

5. Write for Two Reading Modes

Provide content for both quick scanners and in-depth readers. Add a "Key Takeaways" section at the beginning and use expandable sections for details. Enable quick navigation with a table of contents. This facilitates AI's summary extraction while also satisfying users seeking in-depth information.

Credibility and Authority

6. Display Your Credibility

Clearly state elements like author biographies, publication and update dates, your research methodology, and sources. Adding a section like "How we researched and tested this article" sends transparency and trust signals to both users and AI. As Robby Stein emphasized, Google's AI has access to all signals from spam content to the most authoritative and helpful information.

7. Publish Original Data and Demos

Your own tests, surveys, data you've collected, or screenshots of your product make you a primary source. AI loves original and verifiable information. Aim to publish a small dataset or test every three months. AI Overviews quote deep pages more than homepages, so publish your detailed evidence on dedicated URLs.

8. Create Topic Clusters

Instead of relying on a single "in-depth" article, create multiple supporting content pieces around a core topic (comparisons, how-to guides, troubleshooting guides, tools). Linking this content with a strong internal linking structure both increases your authority and makes you more resilient to fluctuations in AI Overviews. Aim to plan 4-6 supporting assets for each money-making topic.

Technical and Strategic Optimization

9. Use Structured Data

Although there's no specific schema for AI Overviews yet, structured data like Article, FAQPage, HowTo, Product, Review clearly tells machines what your content is about. High-quality schema is associated with stronger organic visibility, which correlates with AI Overview citations. However, Google has reduced the visibility of HowTo and FAQ rich results, so use these as meaning clarifiers, not as winning buttons.

10. Keep Content Indexable, Fast, and Unobstructed

If your primary content is slow, hidden behind heavy scripts, or obscured by pop-ups, information access becomes difficult. Monitor Core Web Vitals and avoid intrusive intermediate layers. Send server-side rendered HTML for core content, reduce render-blocking JavaScript, and remove entry pop-ups.

11. Win Where AI Engines Search for Sources

Don't focus only on Google. Bing forms the foundation of Copilot. Other engines like Perplexity also generally trust pages ranking at the top in Google. Maximize your visibility by tracking your priority queries on both Google and Bing. Classic SEO visibility feeds AI visibility.

12. Feed the Next Logical Follow-up Questions

Treat each section as if it's the first turn of a conversation. Add 2-3 "What should be asked next?" tips at the end of each important section. This increases your page's chance of being useful in the user's multi-step journey, and phrases can influence how models branch. Google states that AI Mode generally uses the "query fanout" technique to explore subtopics.

13. Add Video

Especially in "how-to" style content, a video's explanatory power can exceed text. YouTube videos are increasingly appearing within AI Overviews. Embedding an explanatory video on your relevant page can increase your likelihood of being cited. Embed the video on the canonical page and use consistent titles, captions, and schema.

14. Refresh Content with Intent, Don't Just Change Dates

AI Overview coverage and citations change weekly and vary by category. Update when your recommendations, prices, features, or comparisons change. Avoid changing dates without substance. Keep a change log at the end of your evergreen articles and state what changed and why.

15. Create Short, Canonical Definitions for Key Assets

Add mini glossary blocks for important terms, models, components, or frameworks. Short, clean definitions are quoted more often than expected. Place definitions where they first appear and collect them in a glossary at the end.

16. Focus on Jobs to Be Done

As Robby Stein emphasized, write for the tasks your readers are trying to complete — evaluating, choosing, implementing, or troubleshooting. Include prerequisites, pitfalls, and timelines. This matches complex, multi-step queries that trigger AI features. Add checklists, timelines, and first-week plans for each how-to.

17. Measure Beyond Clicks

AI Overviews can push organic listings down and generally reduce clicks, but this doesn't mean zero value. Track: presence in AI Overview, Copilot, and Perplexity; assisted conversions; brand query increase; time spent on site for AI-referred visits. Create a weekly visibility dashboard and track whether your brand or URLs appear in AI Overview for target queries, which page version is quoted, and how frequently it changes.

Visibility Now Means Ranking and Being Cited

In conclusion, we're optimizing for people who scan the summary first and then click. Make your content easy to quote, trust, and act on. Do this with clean facts, clear structure, and original evidence — you'll gain visibility in both classic search and generative answers.

Adapting to this new era requires a proactive approach. At Stradiji, we shape our clients' content strategies according to this new reality, preparing them not just for today's search engine world, but for tomorrow's as well.

2. My Experience at the Search N Stuff Conference

Last week, I attended the Search N Stuff conference held in Antalya on October 10-11. I was quite excited before attending the conference because I would be sharing the same stage with industry giants like Aleyda Solis, Mark Williams-Cook, Dixon Jones, Judith Lewis, and Gerry White.

At the conference, I conducted a workshop titled "Search Everywhere Optimization." In this workshop, I explained that SEO is no longer just about ranking on Google, but also about the importance of being visible on different channels like YouTube, Amazon, social media platforms, and AI search engines. I shared my experiences with participants and answered their questions. When there were no foreign participants, I delivered the presentation I had prepared in English in Turkish instead, which allowed me to share my experiences much more comfortably in a conversational atmosphere.

Overall, the organization was successful, and the participants were engaged. It could have been much more productive if there were more brands instead of agencies. We had great conversations and met wonderful people. However, frankly, it didn't add much that was new to me sectorally.

I don't think this is about the conference itself. Most of the talks were on topics I already knew, and my expectation for a new perspective or in-depth technical knowledge wasn't fully met.

At the conference, I understood why the industry is so confused: Most of us are trying to make sense of the new era based on our past experiences. However, it's impossible to grasp the AI age using the old language, concepts, and metrics. We need a new framework of thinking.

Still, I believe the real value of such events is the networking and the opportunity to meet people in the industry face to face. In this respect, the Search N Stuff 2025 conference was a nice socialization and reunion event for me. Thank you to everyone who contributed.

3. Algorithm & Search Engine Updates

This week, two important developments occurred on the Google front. One is a language support that concerns all of us closely, the other is a tool update that technical SEO experts will pay close attention to.

Google AI Mode: Turkish Language Support Available, But Turkey Not Yet Supported

Google announced on Search Engine Roundtable that it expanded the AI Mode feature to 35 new languages and 40 new countries. While this seems like exciting news at first glance, when we examine the situation more deeply, a complex picture emerges.

Good News: Turkish is among the 35+ languages officially supported by Google AI Mode. This shows that Google's capacity to understand and process Turkish content is ready for AI Mode.

Bad News: Turkey is not on the list of 200+ supported countries and regions. Turkey's name doesn't appear on the list published on Google's official support page. This situation shows there's a geographical restriction despite language support.

When we combine these two pieces of information, the reason for the "AI Mode is currently unavailable on your device or account" message that users in Turkey receive when they want to try AI Mode becomes clear. Google's infrastructure supports Turkish, but access from Turkey's geography hasn't been opened yet.

So why is this the case? Possible reasons could be:

• Legal and Regulatory Requirements: Country-specific legal regulations and compliance processes for AI services

• Data Privacy Laws: Compliance process with KVKK and similar local data protection laws

• Gradual Rollout Strategy: Google's policy of gradually releasing major features

• Local Market Assessment: Ongoing market analysis and localization work

• Infrastructure and Performance: Regional server infrastructure and performance optimization requirements

Rajan Patel from Google states that users ask questions almost three times longer in AI Mode. This is the clearest indicator of how search behavior is changing. Our prediction for Turkey is that Google will fully activate both AI Mode and AI Overviews in the last quarter of 2025. This means we still have some time to prepare our websites and content strategies for this new era, but we need to use this time wisely.

Google Lighthouse 13: More Understandable, Action-Oriented Audits

Important news for those interested in technical SEO and web performance also came from Lighthouse. Google released Lighthouse 13 and made the audit model more compatible with Chrome DevTools. With this update, performance scores don't change, but unscored audits are now grouped under more unified and understandable "insight" groups.

Another notable point from an SEO perspective is the removal of the font-size audit. While Google confirms this is no longer an SEO signal, we shouldn't forget that readability is still an important user experience (UX) element.

Additionally, some audits like offscreen-images, preload-fonts, uses-rel-preload were removed because they were either outdated, non-actionable, or considered low-value in modern environments.

4. Developments from the AI World

OpenAI continues to rewrite the rules of the AI world. This week's news highlights ChatGPT's giant steps toward becoming much more than a chatbot.

ChatGPT Is Now an Application Platform

OpenAI announced that it has transformed ChatGPT into a platform where third-party applications can integrate. Users will now be able to use applications like Spotify, Canva, Zillow, and Expedia directly without leaving the chat interface. This has the potential to transform ChatGPT into a massive marketing channel with its 800 million users.

The significance of this new model for marketers is huge:

• High-Intent Access: Brands will be able to appear at the moment users express their needs. Users can call applications by name ("Figma, turn this draft into a diagram") or ChatGPT can automatically suggest based on context — for example, highlighting Booking.com when travel is discussed.

• Contextual Discovery: A discovery experience integrated into the natural flow of conversation, not search queries. Brands will emerge naturally at the moment users identify their needs.

• Interactive Experiences: Brands will be able to offer dynamic and visual experiences like Zillow's mapped listings or Canva's in-chat designs. The Apps SDK supports images and dynamic UIs.

OpenAI's move is the first step in the vision of a "conversational operating system" where users not only search but also take action. Considering that giants like Target, Uber, Peloton, and Instacart are also on the way, it's worth following this space closely. OpenAI also plans an app store and publication reviews. Applications that meet high design and functionality standards will gain higher visibility.

Sam Altman and Ads: "Maybe They're Not So Bad"

OpenAI CEO Sam Altman's view on advertising seems to be changing. Altman, who previously described ads as a "last resort" and something he "aesthetically hates," stated in a new interview that he loves Instagram ads and that an ad model that adds value to users might be possible.

In Altman's own words: "I love Instagram ads, they've added value to me, I've found things I would never have found, I've bought a bunch of stuff, I actively love Instagram ads. There's a lot about Meta that I respect but getting that so right was surprisingly cool to me."

What's behind this U-turn? According to rumors, OpenAI is targeting $1 billion in revenue from "free user monetization" (i.e., ads) for 2026 and is building a team for an advertising platform toward this goal. Altman's softening could be the first signals of a "cool ad product" we might see on ChatGPT in the near future. This means an opportunity for marketers to reach a new and interactive audience of 800 million.

Google NotebookLM Bends Robots.txt Rules

Google quietly confirmed that its AI-powered research tool NotebookLM is a user-triggered fetcher and therefore ignores robots.txt rules by default. This means when a user gives NotebookLM a URL, Google retrieves and processes the content on that page without being stopped by robots.txt blocks.

According to Google's documentation: "Because the fetch is requested by a user, these fetchers generally ignore robots.txt rules."

This is not an indexing operation, but an action taken on behalf of the user. Google uses the Google-NotebookLM user agent, and if publishers want to block this, they can create custom rules with tools like Wordfence or .htaccess. However, this could also mean blocking legitimate users who want to use the tool.

This situation is the beginning of a new era for publishers who want to control how their content is used by AI tools. The balance between content access and control will be one of the hottest discussion topics in the coming period.

5. Closing

That's all for this week! As you can see, AI continues to transform every corner of digital marketing. Rather than fearing this change, seeing it as an opportunity and shaping our strategies according to this new order will be the key to success.

Until we meet again next week with new developments. Until then, stay curious and strategic!

With love,

Mert Erkal

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