SEO - Search Everywhere Optimization

Happy Friday all!

This is a great YouTube episode with Neil Patel and Eric Siu discussing the changes AI is making on SEO.

YouTube Channel: Leveling Up with Eric Siu

Episode: RIP SEO - Here's What Works Now

Grok AI Summary below:

Introduction:

• Neil Patel and Eric Sue introduce themselves as digital marketers with extensive experience, co-founders of their respective agencies, NP Digital and Single Grain, and hosts of the "Marketing School" podcast.

Main Points:

1. Evolution of SEO:

   • SEO is now described as "Search Everywhere Optimization" due to the shift in how people search across multiple platforms, not just Google. Tools like ChatGPT, Instagram, and TikTok are becoming significant for searches, especially among younger demographics.

2. Current SEO Landscape:

   • Despite claims that SEO is dead, data from tools like UberSuggest show a consistent growth in Google-driven organic traffic to websites. Even with Google's AI overviews, there's been a slight increase in traffic rather than the predicted decline.

3. Changes in Search Behavior:

   • YouTube and TikTok are highlighted as significant platforms for search, especially for younger users who often search on TikTok first. This suggests that marketers need to optimize for various platforms.

4. Impact of AI on Marketing:

   • AI content, while efficient, generates less traffic than human-written content due to issues with originality and trust. However, AI can enhance workflows, like SEO tasks, by automating repetitive processes under human supervision.

5. Community as the New SEO:

   • With an increase in AI-generated content, Google is prioritizing user-generated content from platforms like Reddit or Quora for authenticity. Building online and in-person communities is seen as a strategy to foster brand loyalty and engage customers.

6. Marketing Channels and ROI:

   • There's a disconnect between where marketers spend their time (organic social) and where they see the highest ROI (SEO, paid ads). The discussion emphasizes focusing on channels that directly contribute to revenue.

7. Future of Marketing:

   • Voice search is expected to grow due to AI integration. Search will become ubiquitous, integrated into everyday devices like smart fridges or cars.

   • The democratization of app and tool development through platforms like bolt.new suggests that even non-technical marketers can innovate quickly.

8. Marketing Tactics:

   • New media like podcasts are becoming more influential than traditional media, with examples like high viewership from political figures on platforms like Joe Rogan's podcast.

Conclusion:

• The session ends with a call to adapt to new marketing paradigms, focusing on community building, leveraging AI for efficiency, and understanding the shifting landscape of digital search and engagement.

Additional Notes:

• They promote their "Agency Owners Association" for networking among agency owners.

• There's an emphasis on adapting to new technologies and platforms while maintaining human oversight in AI applications for marketing tasks.