The Future of SEO: Lily Ray on Google Updates, AI Search & GEO Spam

E987: Lily Ray joins the show to discuss how search is evolving in the age of AI. We cover the latest Google Core Updates, the rise of generative engine optimization (GEO), and how AI search tools like ChatGPT, Claude, and AI Overviews are changing the way websites earn visibility. Lily shares insights from years of analyzing Google updates and explains why many SEO strategies that work today eventually stop working. The conversation also explores how brands can build sustainable authority rather than relying on short-term tactics that risk penalties or traffic loss. We look closely at what actually drives long-term success in search, from EEAT and brand signals to the growing role of human expertise in a world flooded with AI-generated content. Topics covered: Patterns across recent Google core updates What “too much SEO” means and why Google targets it The risks of programmatic SEO and scaled content Why many GEO tactics are likely to stop working Self-promotional listicles and how LLMs detect manipulation How AI search tools decide which brands to cite The role of EEAT in modern SEO How Google evaluates expertise and authority The relationship between branding, marketing, and SEO Strategies for earning links without risky link building Why internal linking and site quality still matter How Google Discover traffic works and why it can disappear quickly Lessons from the Helpful Content Update What separates sites that survive updates from those that collapse How to recover from major traffic losses Whether affiliate websites can still succeed in search How AI tools like Claude are changing SEO workflows What SEO beginners should focus on in 2026 How to launch and grow a new website today Lily also explains why sustainable SEO increasingly looks less like “SEO tricks” and more like building real expertise, publishing original ideas, and developing a recognizable brand presence across the web. If you work in SEO, run a website, or want to understand how search is changing in the AI era, this conversation offers a practical look at where the industry is heading. ⭐️ Lily Ray’s Personal Site - https://lilyray.nyc/ ⭐️ Lily Ray’s Agency - https://www.amsive.com/ ⭐️ Lily Ray on 𝕏 - https://x.com/lilyraynyc ⭐️ Lily Ray on Threads - https://www.threads.com/@lilyraynyc ⭐️ Lily Ray on LinkedIn -   / lily-ray-44755615   ⭐️ Lily Ray on YouTube -    / @lilyray   🚀 Edward’s SEO Articles - https://edwardsturm.com/articles/sear... 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Google Core Update Patterns 01:06 What “Too Much SEO” Means 02:20 Programmatic SEO Versus Spam 04:18 GEO Tactics And Disasters 07:00 Self-Promotional Listicles Backfire 09:36 Whitelists And Site Searches 12:17 EEAT For LLM Visibility 14:33 How Google Judges EEAT 21:11 Link Building The Safe Way 25:26 Offensive SEO After Fundamentals 27:24 Google Discover Manipulation 29:55 Balancing SEO And Humans 32:28 Helpful Content Update Lessons 35:10 TLDRs And SEO 35:56 Tables Of Contents 37:35 Why Sites Survive Updates 40:26 Diagnosing Traffic Drops 43:28 Recovery Playbooks 45:58 Google Communication Shift 47:21 AI Mode And Ads 49:26 Using Claude For SEO 50:48 What To Automate 53:21 Recovery Timelines 54:59 When to Cut Bloat 57:14 Affiliate SEO Sites Future 58:49 Common Sense In SEO 01:01:40 Starting SEO In 2026 01:02:48 Launching A New Site 01:04:54 Final Thanks And Outro The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #helpfulcontentupdate #eeat