Ep 191: AI Search Takeover – The End of Traditional SEO + Web Browsing?

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AI Search Takeover: Navigating the Future of Search and Web Browsing

In the ever-evolving digital landscape, businesses need to adapt to stay ahead. The recent surge of artificial intelligence (AI) technologies is drastically transforming traditional search engine optimization (SEO) and web browsing. As AI-powered search engines continue to gain traction, businesses must understand and prepare for the impending shifts in online user behavior and search preferences.

The Dying Art of Traditional SEO

The era of traditional SEO is fading as AI-driven search engines reshape how people access information. The industry expert discusses how organizations are likely to witness a decline in organic traffic and emphasizes the importance of optimizing for voice searches and AI-based search engines to stay relevant in the changing digital ecosystem.

Impact on Publishers and Ad Revenue

The rise of AI search engines is disrupting the digital advertising landscape and raising concerns for publishers. As users turn to AI platforms for quick and direct answers, website traffic for traditional publishers may decline, affecting ad revenue and leading to an unsustainable browsing experience. This shift prompts the need for businesses to rethink their advertising strategies and explore new avenues to reach their target audience effectively.

The Future of Web Browsing

The future of web browsing is at a significant crossroads as AI technologies reshape the online experience. The prevalence of retargeting ads, push notifications, and video ads on websites has led to an overwhelming digital environment, impacting users' ability to access desired content. Businesses must recognize this shift and explore ways to enhance the browsing experience for their audience.

Opportunities for Collaboration and Innovation

Amidst these disruptions, there are opportunities for collaboration and innovation. Businesses can leverage AI technologies to streamline their search engine optimization strategies and embrace the evolving landscape of digital marketing. As AI companies seek partnerships to avoid legal challenges and curate the online experience, staying informed and open to new possibilities is essential for businesses in various industries

Conclusion

The impact of AI on search and web browsing is undeniable, and businesses must prepare for these transformative changes. As traditional SEO makes way for AI-powered search engines, it is crucial for organizations to adapt their digital strategies and embrace the potential for collaboration and innovation in this rapidly evolving landscape. By staying ahead of the curve and leveraging AI technologies effectively, businesses can navigate the future of search and web browsing with confidence.


Topics Covered in This Episode

1. The Future of SEO and Web Browsing
2. Impact of AI and Voice Search on Traditional SEO
3. Usage and Benefits of AI Search Engines
4. Legal Issues and Partnerships between AI Companies and Publishers


Podcast Transcript

Jordan Wilson [00:00:16]:
Traditional SEO is going to die, and the way that we all use the Internet is going to drastically change. We're gonna talk about those things today and more on everyday AI. Thanks for joining us. My name's Jordan Wilson, and I am the host of Everyday AI. And this is for you. This is your guide every single day To learn generative AI and to leverage it, that's what we're all about at everyday AI. So thank you for joining us. If you're new here, Make sure look in the podcast notes.

Jordan Wilson [00:00:52]:
If you're listening on the podcast, we always have related shows and more resources for you. And if you're joining us on the live stream, thanks for joining us. Make sure to questions in today about what your thoughts are on SEO, about the future of using the Internet, all of these things. So if you're joining us live like Brian checking in here from Minnesota or Tara checking in here from Nashville. Thanks for joining us, but I wanna hear your thoughts.

Jordan Wilson [00:01:17]:
Has the way that you used the web changed? Do you think SEO is still gonna be here? We're gonna tackle both those things. But 1st, as we do every single day, let's take a look at the AI news. And if

Jordan Wilson [00:01:32]:
you haven't already, go to your everyday AI.com and sign up for the free daily newsletter because we're gonna be recapping today's conversation. We always have we always go over some high level, points of the AI news, but we always have a lot more in the newsletter. We have what's called fresh finds, which is where we, you know, find different interesting things from all over the Internet that relate to AI as well as We always take a deeper dive into the episode each single day in our free daily newsletter. So we're gonna be throwing a lot of information on this one today. So, make sure you go check that out. And I tell people it's like a free generative AI university. We have now almost a 190, different episodes that you can dive into, whatever you care about whether it's, you know, sales, productivity, enterprise, you know, governance. Right? Like, whatever angle of AI that you care about, we have probably a handful or dozens of episodes in each of those categories.

Jordan Wilson [00:02:25]:
So make sure you go check that out. But Let's highlight what's going on in the world of AI news. Shall we? Alright. So, a deep fake of president Joe Biden told voters to skip the New Hampshire Primary, and it's causing a lot of concerns. So, voters in New Hampshire recently received robo calls featuring an AI generated voice Claiming to be US president Biden. I I listened to it. Didn't sound very good, but it could fool some people. But this voice urged Voters voters not to participate in today's primary, sparking an investigation by the attorney general's office.

Jordan Wilson [00:03:01]:
This incident highlights the growing use of AI and political propaganda, including the creation of deep fakes that can generate fake voices and manipulate media. You know, I've Been talking about this on the Everyday AI Show for literally since probably the 1st episode last year that this was going to be a Huge problems specifically for the 2024, elections here in the US. Just wait. It's going to get nasty. We're gonna be seeing shows or we're gonna be seeing stories like this Probably on a daily basis or an hourly basis as we get closer and closer, especially to the November, 2024 election. Next piece of AI news. So the US Department of Defense has updated its directive on AI, which hadn't been updated in 10 years. So this updated directive on AI is aimed at clarifying and regulating the development and use of autonomous weapon systems.

Jordan Wilson [00:03:52]:
So this update was prompted by a lot of growing concerns and controversies surrounding the use of AI in military applications because many feared that the Department of Defense was building killer robots. So this updated directive adds stricter review policies for the vote for The developments in approval of autonomous weapon systems largely, you know, impacted by AI. So specifically, it does require that autonomous weapon systems be approved by multiple senior officials before development of any such weapons can start. So if you wanna read more about that, make Check it out in our newsletter. Last but not least, a Chinese startup is making some waves. So, this Chinese startup called, 01 dot a I, I believe that's what it is, is reportedly, testing off the charts when it comes to large language models. So according to a Wired report, this little known startup from Beijing, 01.ai has released an open access model that outperforms llama 2, which is the leading open source large language model from Meta. So, the model itself is called YIVL, so y I v l, and it has received some of the highest marks using the popular MMMU Benchmarking method, which is the multimodal understanding and reasoning, one of the most popular, benchmarking, you know, tests out there that essentially says, hey.

Jordan Wilson [00:05:18]:
Can this large Language model reason similar to a human. So, the model, from 01.ai called YIVL, received the highest Marks, on that MMMU benchmark outside of the GPT 4 model from OpenAI. So, very interesting news there out of that, little known start up. I hadn't heard of them until, just just read the article this morning. So If you're joining us live, thank you. You know, Josh from Dallas tuning in. Mabryt, thank you for joining us as always, Talking about using Google versus chat gbt. We're gonna get into it.

Jordan Wilson [00:05:59]:
Megan Megan knows with the flame emojis, it is hot take Tuesday, y'all. Let me know how Hot today's hot take should be. This is a new little new segment that we started in 2024 to keep things spicy. We do our news that matters Every single Monday, so kind of, recapping, but also forecasting ahead and cutting through the fluff. And then hot take Tuesday, I just come with some firetakes. Right? A lot of people in AI, or just out there in marketing and advertising are just wrong about a lot of things, And I like to set them straight. So that's what we do on hot take Tuesday. So let me start here.

Jordan Wilson [00:06:39]:
Let me start here. Alright. Tara Terrace has a

Jordan Wilson [00:06:42]:
lot of flame emojis, so we're gonna we're gonna pump up

Jordan Wilson [00:06:44]:
the volume. So let me first explain my background. Some of you know, some of you don't. But, technically, Like so if if we're talking about even SEO. Right? Because this is ultimately about what this is. Right? Now we have these AI search. Right. We have, the search generative experience or or or SGE from Google.

Jordan Wilson [00:07:08]:
You

Jordan Wilson [00:07:08]:
know, we obviously people are using, chat GPT a lot more to find information that they would otherwise maybe use, the web. And then perplexity. Right. Perplexity, I love perplexity. It's fantastic. You know, it's an AI search. It you know, when it returns, you know, information to you, sometimes it sites up to 20 plus sources. You don't have to read those 20 plus articles.

Jordan Wilson [00:07:30]:
So real quick on my background. I've technically been doing SEO, you know, for 10 to 15 years pretty routinely. But my first foray I'll tell

Jordan Wilson [00:07:41]:
a little quick story here. My first foray into SEO was actually when I was, like, 14. Right? Built my 1st website, so that was I don't wanna age myself, but that was a

Jordan Wilson [00:07:53]:
quarter century ago. And that's that that was my first taste of SEO. So I built a simple website, and then I you know, there's all these rankings. Right? I think it was like geocities, if any of you remember GeoCities. And just me being naturally curious, I'm like, okay. How does this work? How can I go higher on this list of, you know, GeoCities rankings? And I found out early on that, you know, SEO, a lot of it's just gaming the system. So I game the system and, you know, at at the time, it was very easy. You just put a bunch Keywords in the, you know, in the footer of the website and, you know, hid them in different colors and, you know, you did all these things.

Jordan Wilson [00:08:28]:
But, you know, soon enough, you know, my website was number 1 on this list. But I have been doing actual legitimate SEO. You know, if you know much about search engine optimization, There's things called, you know, white hat and black hat. Right? So white hat is when you do things the right way, you do them correct. Black hat is, you know, when you're doing things And all you're trying to do is game the system. So, you know, obviously, we do white hat SEO, and we've been doing this for clients, at my main company, Accelerant Agency, now For almost 5 years, you know, we've had, handfuls of clients that we just do SEO for them. And I'm talking big websites, y'all, that have millions, millions of organic visits. Yes.

Jordan Wilson [00:09:11]:
Millions with an s. And I've helped, you know, those Companies usually 30 to 40% growth over, you know, 6 months. So it's I know what I'm doing in SEO. Right? Been doing it off and on. You know, at my previous role at a nonprofit, that's one of the other things that I did is I made sure that we showed up in search results

Jordan Wilson [00:09:31]:
Out of anyone else that was looking to volunteer in Chicago. Right? That's a big one. We showed up first. So I have the background. Right? I know what SEO is. I know how it works. But I also I'm a huge AI enthusiast. Right? Generative AI.

Jordan Wilson [00:09:50]:
I have a daily podcast and live stream and newsletter about AI. So I want you to know when I say these things and when I come off with these hot takes, I'm not biased. Right? Similar to the, you know, my my my first hot take Tuesday

Jordan Wilson [00:10:04]:
of the year when I talked about OpenAI in the New York Times. You know? I was a journalist. I was a journalist as well. I've worn

Jordan Wilson [00:10:10]:
a couple different hats in my day, so I'm always going to be very upfront with you. I've no no one's paying me To say say one thing or the other. Alright? But let me just start with the hot take.

Jordan Wilson [00:10:25]:
Traditional SEO is going to die Very soon. Yep. Sorry SEOs out there. I'm connected with a lot of you on social media, and you say, You know? Oh, SEO is not going anywhere.

Jordan Wilson [00:10:38]:
Yeah. It is. Traditional SEO is going to die very soon. What's gonna happen? I have some ideas, and we're gonna

Jordan Wilson [00:10:47]:
be laying that out throughout the the rest of this show. That's number 1. I don't think it's going to be every single area of SEO, though. Right? So I do think one area of SEO that's still going to, quote, unquote, live on for At least a couple more years is when you're searching for local service based businesses. Right? I think that is still something, you know, especially when you're, you know, opening Google Maps and you maybe search for restaurants. Right? Like, that is a form of local

Jordan Wilson [00:11:16]:
SEO. So I do think that local service based businesses

Jordan Wilson [00:11:22]:
If you're if if you're hearing me say this, don't worry. I don't think SEO is gonna very much. But for everyone else. Right? If you're looking for a a new camera's hand strap to buy or if you're looking for a pancake recipe, right, something like that, All of those publishers on the other end traditionally are huge companies, probably making 1,000,000 of dollars. That is the SEO that I'm talking about is going to die. It is going to change, and that obviously is going to boil over to the rest of us, how we use the Internet. If you haven't already changed the way that you use the Internet, I'm telling you this right now. Start doing it differently.

Jordan Wilson [00:12:01]:
If you're still just opening up Google.com and if you're not using, as an example, Google's SGE features Or if you're not searching within chat g p t or if you're not searching within perplexity, you are potentially wasting dozens with an s, dozens of hours a week. Right? If a big part of your role because, hey, this is what we're all about here at Everyday AI. We're helping you grow your company and grow your careers By using generative AI, and if you are still manually searching things, and if research is a big part of your role, which it is for a lot of people. Right? A lot of people maybe spend, you know, 3, 4, 5 hours a day researching and reading. Okay? Researching and reading. If you're not already doing those things by using either SGE from Google, Chat GPT with plug ins or perplexity. Let me repeat this again. You are wasting potentially dozens of hours a day.

Jordan Wilson [00:13:00]:
I've done dedicated episodes on just how to do those things.

Jordan Wilson [00:13:05]:
Alright? So if you are getting questions in, I'm gonna try

Jordan Wilson [00:13:09]:
to I'm gonna try to get to them. So, you know, Tripp, I'm gonna try to get to your question later. But, yeah, if you do have questions, make sure to get them in now because I'm gonna I'm gonna dive in here.

Jordan Wilson [00:13:19]:
Alright. I'm gonna dive in here. So let's first look at how website traffic is being impacted. Okay. So we're kinda gonna start at the end.

Jordan Wilson [00:13:31]:
So one of the biggest, cases of this is Stack Overflow. Alright. So probably about a month or so after chat g p t was released,

Jordan Wilson [00:13:44]:
There was a lot of stories that talked about how Stack Overflow was losing So much of it's traffic. Right? So if you're not familiar with what Stack Overflow is, It's for geeks like me. Right? I used to spend a lot

Jordan Wilson [00:14:01]:
of time on Stack Overflow, but it's essentially an open forum where very smart developers go And they help each other troubleshoot things. Right? So highly technical things on, you know, web web design, web development, Coding. Right? So so very technical things. It's essentially an open forum where there's just some of the literally some of the smartest people in the world Solving some of the hardest problems when it comes to web design, web development, coding, etcetera. Alright? So one of the big stories that came out, You know, in, like, March or April of last year, so about 6 to 8 weeks after, you know, chat g p t was kind of popularized, right, in early 2023. There's all these stories, and Stack Overflow was one of the biggest, I guess, early casualties. And at the time, They said Stack Overflow saw a 14% drop in traffic month over month from March to April 2023. K.

Jordan Wilson [00:14:58]:
And then people stop talking about it. People literally stop talking about like, oh, you know, all these big websites are losing traffic. Right? Unless you work at a huge publishing company, you're probably not talking about this. But we need to talk about it Because it wasn't just a 14% onetime month over month

Jordan Wilson [00:15:15]:
drop. Alright. So if you're listening

Jordan Wilson [00:15:19]:
on the podcast, I'm sharing some things on my screen, so you can always check-in the show notes and come back and watch this on LinkedIn and interact with others. But I have 2 different, screenshots here that I just took this morning, so they're fresh fresh hot off the press. Right? So this is looking at Stack Overflow's traffic. K. So I'm using Semrush that gives you, Semrush is a tool that gives you, estimates on organic traffic based on where Companies kind of rank in different, search engine, search engine results page or SERPs. K. So pre chat GPT, Stack Overflow was getting roughly

Jordan Wilson [00:15:56]:
71,000,000, organic traffic a month. So 71,000,000 hits organic hits to their website. Alright. So now as of January of this year,

Jordan Wilson [00:16:08]:
it is on pace for 23,000,000. K. So about a 3rd, which is unheard of. Right? If you're in the SEO world or if you, you know, know about, you know, web analytics, that is not normal. Right? It's not normal, because Stack Overflow for for years had been growing a very passionate, you know, base. They didn't just, you know, shoot up to 71,000,000 users overnight. It took a very long time for them to provide this forum, Well well policed, well regulated forum where people can go and get helpful answers. But now so many of those things you can do within chat gpt.

Jordan Wilson [00:16:52]:
Right. You're trying to debug some code, you can use the kind of code interpreter feature inside ChatGPT. Right? Or if you're looking for specific information on, you know, the on certain programming languages. You might go in there previously and read

Jordan Wilson [00:17:07]:
a couple Rads on Stack Overflow, but now you can just go to perplexity and get them all laid out for you in an instant.

Jordan Wilson [00:17:16]:
Alright. So this yeah. Frank Frank saying here, Stack Overflow versus chat GPT has become a meme. Yeah. It's not even It's not even close anymore. It's not even close anymore. You know? Most people, unfortunately, aren't going to the same websites that they used to, Or at least I'd say early adopters. Right? People who are really using this technology like OpenAI's Chat GPT, like, you know, Google Bard, You know, Microsoft being like, people are just going to these websites instead, these AI chats, because Smart people have quickly found out it saves them time.

Jordan Wilson [00:17:55]:
Right?

Jordan Wilson [00:17:57]:
It saves them time. So there's obviously There's obviously the bigger question here, so we're gonna get into this, but I'm gonna throw it out now. So what's happening now is there's a

Jordan Wilson [00:18:08]:
lot of lawsuits. Right. Because now big publishers are saying, hey, large language model company. You gobbled up my copyrighted, information, and now you're just serving it to your users without linking to us or without citing us. Right? So I talked about this on the first Hot take Tuesday of the year. You know, open a, The New York Times is seeking unspecified amounts, but 1,000,000,000 with an s, 1,000,000,000 of dollars in damages, from OpenAI. It'll probably settle, but, you know, they alleged that OpenAI used millions of theirs articles to train, it's it's database, essentially, and they're seeking 1,000,000,000 of dollars. So I talked about this before, so I'm not gonna talk about it very long.

Jordan Wilson [00:18:55]:
The future of how we use the Internet and the future of SEO, a lot of it is is actually pegged on that decision. What's going to happen there? Right? I don't think it's actually going to go to trial. I do think it will be settled out of court. But, presumably, I do think it's gonna be one of the largest settlements potentially ever. Right? They're seeking 1,000,000,000 with an s. Are they gonna is the New York Times gonna get that? Probably not. They're probably gonna get a shocking amount, maybe undisclosed, but they're gonna get a shocking amount of money. And that's gonna set up a chain reaction.

Jordan Wilson [00:19:32]:
Alright? Because so many large publishers are watching to see what happens. And, again, Yo. This affects all of us. All of these different websites you go to or maybe don't go to anymore, and now you're using an AI search, they're all gonna be impacted. Right? Some of them may not be able to wait around, to to see the verdict. Some of them may be going out of business. Some small ones have gone out of business already.

Jordan Wilson [00:19:56]:
And they've said, hey. All this information now, you can ask an AI chat, and it's it's gone. And they might not have the money To fight, you know, these these big tech conglomerates, you know, with $1,000,000,000,000 market caps or that are doing, you know, 100 of 1,000,000,000 of dollars of revenue. Don't have the money to fight it. Alright. So let's keep this going.

Jordan Wilson [00:20:22]:
Let's look at perplexity. Right? Because we've all it's it's it's been very Well established that chat gpt's, you know, usage has skyrocketed. Right? You know, a a 100 100000000 users over the course of, like, weeks when normally it takes, like, a decade or more. Right. And now, you know, I'm I'm I'm looking at the traffic here. About 2 about 200,000,000, organic traffic every single month right now from OpenAI, which makes it one of the, you know, Chat gbt, which makes it one of the largest websites in the world. But let's even look at perplexity as an example. Right? Perplexity has gone from, like, 0 To a 1000000 users, right, or at least a 1000000 in organic traffic, again, according to some rush.

Jordan Wilson [00:21:15]:
These tools are fairly accurate, but it's not to a t. But, You know, essentially, what this is showing here on the screen is an upward trend. Right? All of the big news publishers, Their traffic is all going down, nosediving. And then you have the perplexities in the chat GPT of the world that are literally going from hardly nothing to millions or tens of millions or hundreds of millions of users instantly. So let's talk about what this looks like, and we're gonna look at it from both perspectives. Wanted to tackle 2 things on this hot take Tuesday. I wanted to talk about SEO. Right? Search engine optimization.

Jordan Wilson [00:21:58]:
And there's literally millions of people who do this for a living. Right? This is one thing that, you know, my company, Accelerate Agency, does. We primarily work with local service based businesses. And I did that on purpose because I saw even 2 years ago that the way search works is gonna change. Right? So we stopped taking on, you know, Big, you know, big SEO clients that wanted, you know, their their their products or you know? Let's actually just look at an example, then maybe this will make sense. Right? Let's say the SEO for a large cooking network as an example. Right? Huge. This is huge.

Jordan Wilson [00:22:39]:
You know, so many you know, whether it's recipe websites or, you know, cooking channels, a huge majority of their traffic comes from people looking for recipes. Okay. So here's what happens when I go into chat gpt, and here's what I say. Please give me an easy pancake recipe to make from scratch, which I did for the 1st time, like, a month ago. And I looked at my wife, and I'm like, why haven't I been doing this all along? It's actually so easy. Right. But please make so I said, please give me an easy pancake recipe to make from scratch. Include all ingredients and instructions.

Jordan Wilson [00:23:11]:
Please find the simplest recipe with as few ingredients as possible. Right. Straightforward. And then I get this output from ChatGpT. It gives me an ingredients list. There's all my ingredients there, you know, my One cup of flour and, like, 2 tablespoons of sugar, etcetera, and then it gives me all the instructions as well. Simple. Straightforward.

Jordan Wilson [00:23:33]:
Alright. So instead, I clicked on the 1st result, in Google. So I typed in easy Pancake recipe simple ingredients. Right?

Jordan Wilson [00:23:44]:
So it brought me to this website, allrecipes.com. So if you're watching with me live, you can you will be able to see and understand this, but let me try to describe this for the audience. Alright. So first, I have to I'm greeted with a big cookie banner. Right? Not the kind of cookies you eat, But the kind that say, yes, website, you can, you know, store my information, etcetera. K? So I have to agree to the cookies first.

Jordan Wilson [00:24:12]:
Next. Ready? This is actually real. I just did this this morning. K. So

Jordan Wilson [00:24:23]:
after I click accept cookies, I am freaking bombarded Bombarded with notifications. Right? So first, I get a brow browser notification saying, you know, all recipe wants to Send me push notifications, and I have to block or

Jordan Wilson [00:24:39]:
allow. Then I have a large above the fold Banner ad from Fidelity. Right?

Jordan Wilson [00:24:47]:
So I'm getting retargeted for things.

Jordan Wilson [00:24:49]:
Okay? So I have

Jordan Wilson [00:24:50]:
a big Fidelity retargeting banner. And then on the side, there's something for Disney. Right? So I have 1 notification. I have 2 banner ads. And then there's also a video a video ad. You know? I don't even know what this is. It's Some video about website conversions. Right? I'm a dork, so that's the kind

Jordan Wilson [00:25:12]:
of stuff I look at. So when I after I have to click accept cookies And I go

Jordan Wilson [00:25:17]:
on the page, and guess what is not anywhere to be found on my screen? Anything about an easy pancake recipe. There's nothing. There is absolutely nothing on my screen at that time that tells me anything about how

Jordan Wilson [00:25:32]:
to make pancakes. It's a lot of push notifications in 3 different adverts. Alright. That's not even including there's a separate one, a full pop up screen ad that I don't even think I took a screenshot of. Right. And then you have to scroll you have to scroll down for forever, right, to actually get the information that I want, And this is where SEO

Jordan Wilson [00:25:56]:
comes into play because SEOs, that's what they're called if You don't know. You know? They don't call themselves SEO specialists, but SEOs. They've learned over the past decade and a half that Google likes it when you have a ton of content on your page. Okay? So if on your recipe page, if all you put was what chat GPT put, which is here's the ingredients And here's the instructions, you know, maybe 200 words. That website is not going to rank in Google. Right? So there's all these programs, and they're gonna say, oh, to rank for this, you need, you know, 2,000 words. You need, you know, eight h two headlines, so you need 8 different sections. Right? So what unfortunately, how the Internet has been built Over the last 10 or 15 years, and I've been a part of this.

Jordan Wilson [00:26:43]:
Right? Yeah. If if if my client wants to write for something, I know I have to write a ton of content in order to show up on Google. When in the when in the end, all people need is that 1 little paragraph. Right?

Jordan Wilson [00:26:56]:
That one little list. So this is obviously causing a problem for publishers. A huge problem. Okay. So showing a screenshot here from

Jordan Wilson [00:27:09]:
The Wall Street Journal saying news publishers see Google's AI search tool as a traffic destroying nightmare.

Jordan Wilson [00:27:18]:
Right? And it is. And it is. All of these tools. So not just Google's SGE. Right?

Jordan Wilson [00:27:27]:
So if you haven't used that yet, it is, It's when Google gives you a suggestion, and it kind of answers your query for you. But by using By using different, kind of results. Right? So it's going to take just like perplexity does, It's gonna take different aspects of the search results. It's gonna pick and pick and choose. You know? Oh, these couple things from this article, these couple of things from this article, and it's

Jordan Wilson [00:28:02]:
just going to give you a result

Jordan Wilson [00:28:04]:
there. Right? But this is driving down clicks. So this one goes out to all my, all my SEOs out there, all my technical dorky Well, because, for for years now, you know, Google has had something called, you know, like, a knowledge graph or, you know, people also ask. Right? So that was a great way that you could get a relatively unknown website up there. Right? Like, if you show up in this, you know, knowledge graph or, You know, people call it, like, position 0. It's when you search for something, and Google previously would just put, you know, your answer up there, but It would always link to it, and that link would be very prominent. Alright? So that was called position 0, And SEOs would love that. I personally didn't like it because, hey, I found when our clients were in position 1 versus position 0, sometimes, And studies show this when that came there, people didn't click on it.

Jordan Wilson [00:29:02]:
Right? They would just scroll down and maybe click on the next one. But now what we're seeing is people aren't clicking at all. People aren't clicking at all. And that's a big problem. It's a big problem. Because now you have all these publishing companies that let's say this quiet part out loud. They are the ones that built large language models technically. Right? Because all large language models are is is they've ingested the entirety of the open and closed Internet into their database.

Jordan Wilson [00:29:31]:
They just swallow up all this content. Right? Whether it's copyrighted or not, they're eating up every single piece of content. So then when I go and ask chat g p t something, in theory, it knows the answer because it's gobbled up, you know, a 100 different articles online about what I'm asking about. But guess what? No one is clicking. So all of these online publications, you know, your Stack overflows of the world, your recipe websites, your blogs that go over, you know, the best cameras, none of those are getting traffic. Right? And the way that so many of these companies work, which is why now, in this example, I saw ads all over the places, ad revenue. Right? Users equals revenue from display ads, from clicking, from affiliate commissions. You know, if if you have a, You know, a website covering camera blogs and someone reads your top 10 camera lenses for 2024 and they click on that and they buy it, gonna get a little commission from, you know, Amazon or what wherever someone, you know, bought that.

Jordan Wilson [00:30:37]:
You know, B and H photo. Right? But now none of those publishers are getting the same amount of revenue. Alright. Which leads to how web browsing is now in 2024. We already kinda talked about this. But now, you know, I was reading one of the Stories this morning, you know, when I cover the AI news, I use a combination of perplexity and chat GPT, but also Physically reading stories and one of the stories this morning. Here's an example. Right? Same thing that we talked about with the recipes.

Jordan Wilson [00:31:10]:
You get greeted with this. Before you can see anything, you get greeted with a full page pop up. Then here we are again. This is this was an article about, about this new MIT study that said AI is too expensive for companies to replace jobs with. Alright. So I'm reading this article on

Jordan Wilson [00:31:27]:
Quartz. Pop up ad right away. I get rid of

Jordan Wilson [00:31:32]:
the pop up ad. I still don't even see a headline. Right? I see essentially Nearly a a half page ad for Deloitte. Right? And then I scroll down, And then I can finally get a little bit of the article, but even at the same time, there's still ads covering this article everywhere. And that is the future of web browsing. It's already here. And I talked about this in my, you know, 24 bold predictions for 2024 when it comes to AI is the Internet is going to become unusable. I think it already has.

Jordan Wilson [00:32:03]:
You know? But you can't blame these companies. You can't blame, you know, if if a Stack Overflow, You know, was was previously getting 71,000,000 organic users a month, and now they're getting 23. Guess what? They either have to lay off a ton of staff, start shutting people down, or they have to drive more ad revenue per page. So, y'all, this is the future of browsing the web. An unusable experience, making it almost impossible to read and comprehend information. Then again, I go on chat GPT, and I say, I I use plug ins so I can actually read this article. So instead, I say using the web reader plug in, please summarize this article, and then I'd link back To this exact article that I was talking about, this Quartz article, talking about this MIT study. And, obviously, Chat GPT, when I'm using plug ins, It spits out in 5 seconds a perfect recap.

Jordan Wilson [00:33:10]:
Alright. Same thing with perplexity. I've talked about perplexity a lot. So same thing. So I say, please recap the current, MIT study from January 2024 that replacing human jobs with AI was too expensive. So I'm going into perplexity. If you just drop a link in perplexity and say recap this, it doesn't always do it. So instead, I'm saying, hey.

Jordan Wilson [00:33:28]:
There's this MIT study from January 2024 that says this, please let me know. And then perplexity, you know, it shows right here. There's 15 different articles that it essentially read to get a better context and a better understanding. And, y'all, this right here, Love perplexity. But this is why. How we browse the web is going to change and why SEO is going to dot. Because guess what? I'm clicking on 0 of those. Fifteen sources.

Jordan Wilson [00:34:02]:
Right? Because here's the result from perplexity. It's great. It tells me everything. Right? It did a very high level recap, and it not only highlighted the one main article that I wanted to kind of, encapsulate or get a better understanding of, but it also found in on its own time, It went out and found other, research and other recent news related to this. Right? With all these 15 different sources and then throughout the, You know, couple of paragraphs where perplexity spit this back, it also cited and sourced all of the other things. So

Jordan Wilson [00:34:39]:
This is the future of using the web, period. Right? That's where Google is going with SGE. They've just been testing it early on, but you are not Going

Jordan Wilson [00:34:52]:
to be going to websites in the future. So what does that mean for the SEO industry?

Jordan Wilson [00:35:00]:
I don't know. It's messy. Right? I mean, one thing is, you know, there's there's going to be Massive lawsuits, right, or massive settlements,

Jordan Wilson [00:35:12]:
massive deals. Right? So right now, even OpenAI is Working on deals with publishers that are reportedly between $1,000,000 to $5,000,000 annually. Right? So they can avoid, you know, further lawsuits in the future. And they're saying, alright. Well, now let's just form partnerships. Right? So here's what's gonna happen then. I'm guessing in a

Jordan Wilson [00:35:35]:
big update that's coming from Chat gbt, you're gonna see something that looks more like perplexity. You're gonna see things that have multiple sources within the content. Right now, in chat gbt, you might get 1, maybe. Usually not, but you might get 1 or 2. Perplexity is well sourced, well cited. You know, when you have all those external copy link or you have all those external, hyperlinks, But I don't know. What's gonna happen to online publishers? What's gonna happen to SEO? Well, it's I think it's gonna slowly die. Right?

Jordan Wilson [00:36:08]:
And there's gonna be those, you know, the 10% or 20% or 30% that strike up content partnerships With the open AIs, the Microsofts, the Googles, the perplexity, and I do think and, you know, they've already been testing this. But even within, You know, these results by using AI search, you're gonna see ads. Right? Google has tested ads when you are using this s g e search. So if it's highly relevant, just like they would for normal search, even when you're using AI search, you're gonna see ads. They've already been testing it.

Jordan Wilson [00:36:45]:
So let's look at another benefit though. Right? Because a benefit that people aren't really thinking about, and this is again thanks for sticking with me. I know this is a long winded hot take Because it's personal to me. But one of

Jordan Wilson [00:37:02]:
the most underused, I think, aspects of generative AI right now is to do exactly this. Right? So what I have on screen, it's it's I'm asking perplexity about, this article, and it's giving me well sourced, well cited, Great depth. Right? Where normally I would have to go read 5, 10, 15 articles, which would take maybe 2 to 3 hours. I mean, I'm gonna spend 30 minutes alone closing all those pop up ads and trying to find the article. Right? It's unusable. Anyways, one of the most underrated aspects is personalizing things to you. Right? So I went in perplexity. I just said the same thing.

Jordan Wilson [00:37:40]:
I said, please recap the current MIT study from January 2024 That replacing human jobs with AI was too expensive and and here's an example of how you can personalize that and how that may affect jobs and hiring in manufacturing. As an example, maybe you see this article from MIT, and your normal thing is you're gonna click on a couple, you know, couple results in Google, and then you're gonna do some research about how this might impact, You know, hiring and manufacturing. Maybe you work at HR for a manufacturing company. Right? You're gonna see this. You're gonna lose your mind. You're gonna be like, oh my gosh. Is AI gonna take jobs? You're gonna read this article. You're gonna read more about it.

Jordan Wilson [00:38:14]:
You're gonna read about things in the manufacturing. There you go. You just wasted 90 minutes or more. Alright. Or you can use perplexity or other AI search to personalize your results because you can do that. Then you see on the screen here, not only do I have a recap of this MIT study from multiple sources, but then I have a multiple sourced, Kind of, personalized output here from perplexity on how it specifically impacts manufacturing. Right? The details of this aren't important, but it's more of the concept. Right? That's something that you can't get right now from traditional SEO.

Jordan Wilson [00:38:51]:
You can't get that From search engines. Right? You can't personalize everything that's happening or you know? As an example, You know, pancake recipe. Right? That was the

Jordan Wilson [00:39:02]:
one I threw up on the screen. But for someone that's lactose intolerant, right, Or for someone that's gluten free. Right? Or for someone who's fully organic. Whatever. Right? So there's multiple steps So how we use the Internet, first, you have

Jordan Wilson [00:39:17]:
to get the information, and then you have to do a bunch of digging down so many rabbit holes to make it personalized for you, For your life, for your company, your career, and guess what? AI search just does that. Hey. Val said this show was gold Once again, thanks, Val. So I did I did see a couple, questions here. So I'm gonna try to get to some of them. And, hey, if you are Listening on the podcast, I literally put our email in there. Just shoot me an email too. I respond you know, respond to them all.

Jordan Wilson [00:39:47]:
It takes it takes a little while sometimes, but Alright. Some some good points to note here. So, Herman saying that, in the in the Netherlands, there's still no SGE for me, unfortunately. Also, you have to understand when you're using Google, as an example, some of my Google accounts have it, some don't. You know? My work accounts with Google Workspace, Because we're a smaller company, we don't have access to it. Stupid. I know. But if I go into my personal Gmail account, I have access to it.

Jordan Wilson [00:40:16]:
But, yes, SGE And some of these features aren't available in every single country. That's important. Doctor Harvey Castro saying, do you think Google stock will go down? I don't think so. I don't think so. Anyone that's playing in AI right now, they're not gonna see their stocks going down significantly. Right. I talked about this on the show a couple of weeks ago. If you look at 2023 in general, the US economy, literally, and I'm not exaggerating, In in late 2022, when every, you know, big economist is making their predictions, literally every single big economist said 2023, There's gonna be a recession.

Jordan Wilson [00:40:53]:
The economy the US economy is gonna tank. I literally was like, no. It's not. Like, AI companies are gonna skyrocket. And I went over on, on the show a couple weeks ago about how, essentially, the big AI tech companies accounted for 70%. So all of these essentially AI led companies, magnificent sevens, your Googles, your Microsofts, you know, Tesla's big in AI. All these AI first companies Propped up the entire stock market. So I think, the same thing is gonna hold true.

Jordan Wilson [00:41:24]:
I don't think, it and, again, this isn't official financial advice. This is just my hot take. It's hot take Tuesday, Tuesday. It's it's hot take Tuesday, doctor Harvey, so so don't get mad at me. I don't think Google stocks is going to tank because of the loss you know, clicks, I think they're smart. I think they're gonna figure it out, but I I think traditional still. I think traditional SEO is going to die, and I still think that how we use the web is going to change. We're no longer gonna have 72 tabs open for the best gluten free pancake recipe with organic ingredients.

Jordan Wilson [00:41:57]:
Right? We're gonna have 1 search in perplexity or chat g p t or, you know, Google SGE. Alright. Couple couple questions I'm gonna get to here fast. So, Brian, great question here. So how do we create a website that leverages Chat GPT and set up SEO, or can we? Yeah. I mean, there's still organic traffic out there. There's still organic clicks to be had, but it's less. You know, it's less.

Jordan Wilson [00:42:22]:
Right now, I'd I'd I'd say if you've phased out traditional search, which I encourage people to do, You're an early adopter, but the still the overwhelming majority of people are still searching old school. But I think the same way that I showed people and I said, the Internet is becoming unusable, more and more people are going to be making the jump to perplexity, to searching with chat gpt, to searching with, you know, Bing Copilot chat, to to search with Google SGE. But right now, I don't think this is gonna happen anytime soon, but it's going to happen, I think, faster than we think. Alright. Tripp says, don't you think SEO is gonna be transformed by new capabilities and opportunities presented by generative AI? No. Not necessarily. I don't. We'll, here's the thing y'all.

Jordan Wilson [00:43:11]:
There's still I'm not saying SEO in and of itself is gonna die. I'm not saying if you're an SEO out there, if you're an SEO specialist that you're gonna be out of a job tomorrow, it's going to be radically different. Right? I think that you're gonna be optimizing for voice search. I think you you're going to there's gonna be a whole new thing. You know? Optimizing for the 1st citation on perplexity. So, is SEO the industry going to die? No. Traditional SEO is going to die. Where if you're writing a recipe for a pancake For, you know, pancake recipes where you fit in 8,000 words, and, you know, 8 titles and you're buying backlinks, You know, off off the Internet, that's gonna change.

Jordan Wilson [00:43:49]:
That's not gonna happen anymore. You know? Human written content is, I think, going to eventually be the type that is sourced, by your perplexities. Right? So I I do still think that there's Elements of SEO that are going to live on, but traditional SEO where you're trying to drive as many users as you can to your website, I don't think that's gonna work anymore. I think in the same way that SEOs have been trying to optimize for a knowledge graph or the way they've been trying to optimize for a top three map Position. You know, when someone locally searches for something or when they're trying to, you know, optimize for, you know, a people also asked, you know, one of those drop downs, position zeros. Ultimately, all of those things were to drive websites visitors to your site. I don't think that's gonna be the case anymore. I think people are just gonna be trying to optimize For voice search and for, you know, essentially AI search engines to get cited.

Jordan Wilson [00:44:45]:
So a different kind of search. Tripp also asking how can companies leverage what I'm sharing? How will you change your marketing strategy? Yeah. That's a good question. I mean, if if if you're a publisher, if you haven't already, right, you have to make the decision. Because you can also on your website, right, if you're that pancake recipe or if you're someone else, You can make the decision to essentially put a, in your without getting too technical, you know, putting in your robots dot txt file, which essentially tells search engines How to crawl your website? You can say, hey, GPT bot. You can't come to my website. So you can make publishers are gonna have to make the decision. Do we want to block this content from Jeep from large language models that are scraping our site? Or, hey.

Jordan Wilson [00:45:29]:
If we block it, they're just gonna get our competitors anyways. Right? So it's it's it's tough. You know? I like I said, unfortunately, I think the big future, if you're a big publishing company online and you're losing traffic, You've gotta figure out, are we gonna block large language models, or are we gonna try to forge a partnership with one of these big companies? Or I think you're gonna see, you're gonna see now Representative, and there's already, you know, I guess, the word is escaping me, but I think you're essentially gonna be joining a, you know, kind of like a content publishers union, and they will be settling for you. And they'll be representing, You know, 100 or thousands or tens of thousands of different on smaller online publishers and going you know, and they'll be negotiating on your behalf With a Microsoft, with an open AI, with a Google on, you know, how they can access your content. Because, yeah, if you want To be discovered on the web, you obviously have to allow a certain amount of crawling and scraping by these, search engine bots, but you also don't want Your things to just be regurgitated by a large language model and not cite you. So, yeah, it's it's a weird time ahead. Megan asking, do you recommend Perplexity Pro? Yes. Yeah.

Jordan Wilson [00:46:42]:
Same thing, $20 a month, you can get unlimited, searches. If you have a free account, you get limited. But, yeah, you can also plug in just so you know, you can plug in, you know, your choice whether you wanna use OpenAI's GPT 4 or if you wanna use Synthropix Claude. You can kind of choose your model as well. Perplexity, I think, doesn't get enough shine, doesn't get enough love. It is a huge time saver. I'm a big fan. Last but not least, last question here is, what do you think about the future of Google Ads? Curious what you think.

Jordan Wilson [00:47:09]:
Yeah. I mean, you're just gonna see ads in these SGE results. Right? The same thing. What what I think is ultimately gonna happen right? Because they said, you know, page 2 is where, you know, you go to die, like, on Google. Right? Like, if you're on page 2, no one ever sees you. You know, I I forgot the latest study, but there was a a study probably like a year or 2 ago that said, You know, 90 I think it was 97 or 95% of clicks go to one of the first three results, inside, you know, a Google search. I think that's gonna change to a 100% pretty soon. It's gonna be a 100% of clicks are either not going to happen Because the AI search does such a good job that I don't need to click something, or I think just close to a 100% of clicks are just gonna go to what happens or what is displayed in this s g e result, this search generative experience result.

Jordan Wilson [00:48:02]:
Because those things take up A huge amount of space. So no one's gonna scroll. Like, when you use s g e, depending on what device you're in, you know, Google's AI search, it takes up almost the majority of your screen, And it does a fabulous job of answering your query. So there's really either, number 1, no reason to click, or number 2, there's no reason to scroll. Right. If you do wanna click, you're probably just gonna click the thing that now is the only link on your screen.

Jordan Wilson [00:48:30]:
That's it, y'all. The hot takes we're only mildly hot today. But to recap, Let's do this. The way we use the Internet is going to change. And if you wanna grow your company, grow your career, if you're not already using These different AI searches, you need to. They are huge time savers. On the flip side, traditional SEO is gonna die. Sorry.

Jordan Wilson [00:48:55]:
I've been doing SEO for half of my life. That's the reality. Some things change y'all. So, yeah, if you're a marketer, if you care about SEO, it's it's gonna drastically change. It's gonna look different for Different businesses, different publications, but it's going to change.

Jordan Wilson [00:49:12]:
I think we're gonna see a lot more partnerships. We're gonna see maybe less, less ability for smaller publications to compete to get those clicks. But If you wanna find out, we're gonna keep our eye on it here. We're gonna always be covering it. So if this was helpful, I hope it was. Please go ahead. Repost this. You know, if you're watching, live on LinkedIn, please repost this.

Jordan Wilson [00:49:34]:
If you're listening on the podcast, share this with your friends. But also, most importantly, Go to your everyday AI .com. Sign up for the free daily newsletter. We're gonna be diving into this. This was a big one, y'all. There's a lot of information in here. We're gonna be diving into this in even greater detail. And, hey, holler at me.

Jordan Wilson [00:49:50]:
That's why we put our information in in in the podcast episode. I'm right here on LinkedIn. Hit me up. Thank you for joining us, we'll hope to see you again for another episode of Everyday AI. Thanks y'all.

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