Google adds guidance on third-party SEO tools, services, advice and updates hiring an SEO doc

Google updated its search documentation on Friday, introducing a new help document titled "Google Search’s guidance on using third-party SEO tools, services, and advice" and revising the existing "Do you need an SEO?" document. These updates primarily focus on generative AI optimization and provide clearer guidelines for evaluating third-party SEO tools and advice. Google stated the revisions aim to "highlight important considerations when evaluating third-party SEO tools and advice, and to simplify some sections and remove outdated examples in existing documentation."

The new guidance document offers advice on how website owners should critically assess external SEO recommendations and services. It specifically addresses how to evaluate and verify third-party SEO advice against official Google guidelines, and how to think critically about using third-party SEO tools and services. The document also touches upon the use of tools and services that assist with sitemap generation, establishing indexing directives, generating "SEO-optimized" content, promising improvements for existing content rankings, and offering enhancements for AI experiences and search formats, often referred to as "AEO" or "GEO" tools.

Google explicitly stated that it does not endorse any third-party tools and cautioned against those that claim endorsement. The company also warned that using any third-party service or tool "doesn’t guarantee ranking success." Google emphasized that third-party tools "don’t have access to our internal ranking data" and therefore "can’t guarantee performance." Instead, Google recommends utilizing Google Search Console, which provides "key information and data directly from Google Search itself."

The updates reflect Google's ongoing efforts to provide transparency and guidance to website owners navigating the complex landscape of search engine optimization, particularly in light of emerging technologies like generative AI. By clarifying expectations and offering critical evaluation frameworks, Google aims to empower users to make informed decisions about the tools and advice they employ to improve their website's visibility in search results.