Thin Crust, Thick Algorithm: Google’s AI Just Changed the Menu for SEO
April 21, 2025
written by
Andrew Levine
Here’s the saucy truth: Google isn’t just a search engine anymore—it’s an AI-powered answer oven. And if you’re still serving up crusty old SEO tactics from 2012, your website is basically cold pizza. The kind no one wants, not even for breakfast.
Search has evolved. Tools like Gemini, BERT, RankBrain, and MUM are the AI chefs in Google’s kitchen now, whipping up fast, hyper-relevant answers for hungry users. Google’s AI now understands what people actually want, whether it’s “how to speed up a website” or “best gluten-free dough.” It’s not just matching keywords anymore—it’s anticipating what users mean.
The Secret Sauce
- Google rewards real expertise, not fluff
- Thin or generic content gets demoted
- Show authority through citations, bios, and unique insights
Write for humans first. Think clear, helpful, well-organized content that actually answers questions. Think conversationally use synonyms. And structure your pages in ways that make it easy for readers—and search engines—to quickly find the answers they came for.
Hold the fluff. Google can spot thin, vague, or AI-spun content. If your post looks like it was written by a robot in a rush (or worse, actually was), expect it to get shoved to the back of the fridge.
Now more than ever, expertise matters. Google wants E-E-A-T: Experience, Expertise, Authority, and Trust. That means showing off your credentials. Cite your sources, link to credible sites, and don’t be afraid to sprinkle in a little personal flavor—like case studies, original research, or real-life results.
Technical SEO Still Matters
- User experience impacts rankings
- Google tracks dwell time, bounce rate, and click behavior
- Optimize speed, mobile usability, and content layout
But even great content can flop if users don’t enjoy the experience. Google pays close attention to how people interact with your site. Are they reading it, or bouncing after a glance? Is your mobile layout clean, or a total mess? Does your page load in half a second or twelve?
To stay competitive, you need fast-loading pages, mobile-friendly design, and content that’s easy to scan. Use subheadings, bullet points, short paragraphs, and visuals. Make reading your content feel effortless, not like digging through a junk drawer.
Google AI is Stealing Your Clicks
- Google’s AI features (SGE, snippets) reduce clicks to websites
- Optimize for snippets with concise, structured answers
- Add value beyond AI: personality, depth, examples
The old model of search was you type in a question into Google and then click on the search result(s) that you feel most confident will give you the best answer. With AI Overviews and featured snippets serving up instant answers, users may never even see your link, let alone click on it. So you’ve got to make your content irresistible. Answer questions better than AI can. Use clear steps, meaningful examples, and extra toppings the bots simply can’t replicate—like personality, depth, and original insights.
SEO is More Important than Ever
So no, SEO isn’t dead—it’s just become a gourmet art form. Google now rewards unique content, thoughtful presentation, and strong user engagement. If your site isn’t optimized for AI, you’re not even on the menu.
Your next move? Audit your content. Does it actually answer questions your visitors will ask? Boost your E-E-A-T—add your credentials, your expertise, your signature flair. Then structure your content like it’s ready for takeout: quick, clear, and satisfying.
The future of SEO is hot, fast, and smarter than ever. Serve it fresh, serve it smart, and you’ll always have a seat at Google’s table.
Andrew Levine is a 300FeetOut’s SEM commodore. With over 25 years of experience in search engine optimization, Andrew has a proven track record of marketing success working with major national and international clients, as well as small, mom-and-pop companies just getting their brand off the ground.