SEO 101 Ep 516: Surveying AI SEO Acronyms & Why Google’s Review Changes Worry Local Businesses

Podcast: SEO 101
Hosts: Ross Dunn & Scott Van Achte
Release Date: November 27, 2025

Episode Overview

In this episode, Ross and Scott break down major industry changes, focusing on the evolving world of AI SEO and Google’s recent moves—especially those that could disrupt local business, such as new Google Maps features and the controversial reintroduction of anonymous reviews. The hosts offer frank opinions on whether emerging “AI SEO” acronyms are creating clarity or confusion, dissect the implications of new Google and ChatGPT announcements, and spotlight practical updates on Google Business Profiles.

Key Discussion Points & Insights

1. Adobe to Acquire SEMrush

(01:39–04:15)

• Adobe’s intention to buy SEMrush for nearly $2B has rattled the SEO industry.
• SEMrush reported $376.8M revenue in 2024, with 111,000+ paid users; hosts debate the high valuation and worry about future service quality.
• Ross: “Someone said that, you know, when Adobe buys something, it’s where they go to die. So we’ll see how it goes.” (03:09)

2. Rise of AI SEO Acronyms: Confusion or Progress?

(04:16–09:17)

• SEO, AI SEO, GEO (Generative Engine Optimization), ASO (Answer Search Optimization), AISO (Artificial Intelligence Search Optimization), and other new acronyms are proliferating.
• Scott: “The terminology in AI era search is evolving… GEO is emerging as the most popular label for optimizing brand visibility across AI platforms.”
• Only 14% of marketers use “SEO” to describe optimizing for AI search, but 84% recognize “GEO.”
• Acronym proliferation reflects a desire for precision, but also leads to confusion—especially for clients.
• Ross: “If I’m talking to clients, I say AI SEO. I don’t say GEO. I don’t say any of these stupid terms. Drives me crazy.” (07:46)
• Hosts agree: underneath the buzzwords, optimizing for AI search is an extension of core SEO skills and strategy.

3. Google Thanksgiving Update & Holiday Timing Frustrations

(09:19–10:05)

• Another unexplained Google update hits just before Thanksgiving; hosts joke about Google’s habit of pushing updates right before major holidays.
• Scott: “You want to go away for Christmas? Nope. You’re going to be working on your website instead.” (09:25)

4. AI Advancements: Google Gemini 3 & ChatGPT Enrichments

(10:05–16:47)

Google Gemini 3:

• Newly announced—improved reasoning, deeper multimodal understanding, and agentic capabilities.
• Scott (quoting Gemini): “Deeper structural reasoning, superior mathematical and abstract reasoning, and higher coding accuracy.” (10:39)
• Ross: Warns the publicly available AI lags far behind what’s used internally, citing interviews with top AI figures.
  “AI... that stupid assistant we have right now... is long gone in what’s happening behind the scenes.” (11:03)
• Notably chilling stat: leading AI figures guess there’s a 20–50% chance AI could eliminate humanity.
  • Ross: “That’s Russian roulette. Like that’s crazy.” (13:33)

ChatGPT Adds Images to Answers:

• GPT-5.1 now includes relevant images alongside text answers, with source attributions; available across web, iOS, and Android (14:48–15:31).

5. Google Maps & Local SEO: “Know Before You Go”

(17:11–18:40)

• Two new Google Maps features rolled out: “Know Before You Go”—tips on parking, bookings, entrances, etc., pulled from online reviews and info.
• Scott: Sees potential for abuse: “I could maybe game it a little bit to hurt my competition… I think it should be something that at least is controlled somewhat by the business owner.” (17:30)

6. Controversial: Google Reintroduces Anonymous Reviews

(18:52–24:02)

• Announced as a “Secret Santa” holiday feature, users can leave reviews under nicknames like “Eager Elf.”
• Google claims reviews remain tied to Google accounts, but only nicknames are shown publicly.
• Hosts express deep concern over local businesses facing even more fake or extortion reviews, worrying abuses will spike.
  • Ross: “They just essentially said, hey all you hackers and nasty people out there, you can go, you can use anonymous reviews now… you’re going to, because they actually get a better chance of being able to extort you.” (19:33)
• Only benefit they see: privacy for sensitive-service reviewers (e.g., therapy), but overall negative impact for local businesses.

7. Google Business Profile Changes: Scheduling & Multi-Location Posts

(26:28–28:31)

• Now possible to schedule posts and publish to multiple locations at once—saves agencies/owners time.
• Scott: “Why haven’t they had this forever? So many things allow you to schedule posts.” (26:48)
• Review of humorous/unreasonably frequent Google Business Profile name changes over the years.

8. Mueller Files: Background Video, SEO Impact & GEO “Detox”

(29:31–36:10)

• Background video (even large) doesn’t harm SEO if correctly loaded after main content—use proper preload settings and poster image.
• Joke about “GEO Detox” services inevitable as AI-generated content starts to clutter the web.
  • John Mueller, quoted: “Don’t forget all the GEO detox work that will be paid for next year. The cycle of, ‘SEO’ life.” (34:50)
• Reminder: don’t lose your content’s unique voice amid formulaic AI optimization tips.

9. (Mini) Rant: Organic Results Drown in Google’s SERP Overload

(36:10–38:54)

• Scott shares frustration: published a new post that hit #1 organically within hours—but was buried beneath ads, AI overviews, carousels, and other SERP features.
• Scott: “If you’re number one for everything and you’re thinking, this is great, why am I not getting traffic? …Google’s putting so much crap above your number one.” (38:46)
• Both hosts reminisce about the “10 blue links” era.

Notable Quotes

• Ross Dunn [03:09]:
  “Someone said that, you know, when Adobe buys something, it’s where they go to die. So we’ll see how it goes.”

• Scott Van Achte [04:32]:
  “Can we just stick with SEO and just say it’s for AI? I don’t know… What you do doesn’t change.”

• Ross Dunn [07:46]:
  “If I'm talking to clients, I say AI SEO. I don't say GEO. I don't say any of these stupid terms. Drives me crazy.”

• Ross Dunn [13:33]:
  “Of the leaders in AI, the most positive person has approximately said that there’s a 20% chance that AI will eliminate humanity. 20%. That’s the most positive outlook. That’s Russian roulette. Like that’s crazy.”

• Scott Van Achte [17:30]:
  “I could maybe game it a little bit to hurt my competition… I think it should be something that at least is controlled somewhat by the business owner.”

• Ross Dunn [19:33]:
  “They just essentially said, hey all you hackers and nasty people out there, you can go, you can use anonymous reviews now… you’re going to, because they actually get a better chance of being able to extort you.”

• John Mueller (quoted by Ross) [34:50]:
  “Don’t forget all the GEO detox work that will be paid for next year. The cycle of, ‘SEO’ life.”

• Scott Van Achte [38:46]:
  “If you’re number one for everything and you’re thinking, this is great, why am I not getting traffic? …Google’s putting so much crap above your number one.”

Timestamps for Main Topics

• 01:39 – Adobe to Acquire SEMrush
• 04:15 – SEO vs. AI SEO Acronyms, Industry Confusion
• 09:17 – Google Thanksgiving Update
• 10:05 – Gemini 3 & AI Progress
• 14:48 – ChatGPT Image Update
• 17:11 – Google Maps “Know Before You Go” Feature
• 18:52 – Google’s Anonymous Review Changes (Secret Santa)
• 26:28 – Google Business Profiles: Scheduling/Multi-location
• 29:31 – Mueller Files: Video Impact, GEO Detox Joke
• 36:10 – SERP Overload and the Diminished Value of #1 Rankings

Tone & Style Highlights

• Candid, sometimes irreverent skepticism about industry trends.
• Clear preference for practical, user-focused SEO over jargon and hype.
• Willingness to dig into technical nuances, but always with actionable advice for beginners and business owners.
• Light, banter-filled transitions even when topics are heavy or contentious.

Conclusion

This episode is a tour through the noisy crossroads of traditional SEO, new AI-driven search trends, and Google’s ongoing platform changes. The hosts give actionable perspectives for both newcomers and pros, indicating what matters, what’s noise, and—crucially—what actually impacts search visibility and local business reputation.

Listeners will leave with a critical eye on industry buzzwords, an understanding of current and upcoming Google features, and a sober awareness of how rapidly evolving AI and search landscapes are reshaping best practices.