Latest / The ROI Online Podcast / Google AI Search Can Ignore Your Number One Ranking

Transcript

Google AI Search Can Ignore Your Number One Ranking · The ROI Online Podcast

• 0:04
  SPEAKER_00: Alright.
• 0:06
  SPEAKER_00: So we're talking today about Google's new AI SEO mode.
• 0:14
  SPEAKER_00: AI search mode.
• 0:16
  SPEAKER_00: What's this mean?
• 0:17
  SPEAKER_00: What's this mean for your business?
• 0:19
  SPEAKER_00: What this means for your strategy.
• 0:23
  SPEAKER_00: And how's it going to impact uh what you do moving forward?
• 0:28
  SPEAKER_00: You know, world is changing, AI is disrupting everything, it's disrupting every industry, including Google's.
• 0:36
  SPEAKER_00: And so Google's response is this new AI search mode.
• 0:42
  SPEAKER_00: The AI search of you know, Google's business model is based on search.
• 0:48
  SPEAKER_00: They're famous for um how they changed the world and made it easy to um categorize information, find information.
• 0:57
  SPEAKER_00: And so we've grown up or we've um become accustomed to using the internet to where we go and we put in a term in that search bar, and it starts to populate um all these different options it's discerning that you might be interested in.
• 1:13
  SPEAKER_00: And once you put that in, it returns a list of answers, it returns uh a list of websites that you might consider to want to um visit, check out, but that takes time, yeah.
• 1:30
  SPEAKER_00: Put aside a little time to sit there and go through every uh search, go down these paths that often are just a waste of time.
• 1:40
  SPEAKER_00: Maybe the the page or the website wasn't what you were looking for, and so with um with uh chat GPT's entrance into the world of SEO and chat chat stuff, people started using the chat, the search chat to get answers for the um um what they're looking for instead of going and perusing through all of the web pages.
• 2:09
  SPEAKER_00: So that meant that the chat was going out and doing all that work on your behalf and then bringing back um answers instead of bringing back uh results that you would go look for and try to find your answer, hopefully find your answer.
• 2:25
  SPEAKER_00: So, what's happening now is uh Google is starting to roll out all of their uh power, all of their uh functionality in the world of AI.
• 2:37
  SPEAKER_00: They've they've got a significant amount of resources that can pull off a lot of cool stuff for you and your business.
• 2:46
  SPEAKER_00: So let's just take a look at this, and I'm gonna share my screen.
• 2:51
  SPEAKER_00: Here we go.
• 2:54
  SPEAKER_00: Go to the window.
• 3:01
  SPEAKER_00: All right, and we're away.
• 3:04
  SPEAKER_00: All right, so here's the thing: if Google's AI doesn't trust you, well, you don't exist, you can still be ranking number one and still be invisible in AI search, and so we're moving from a world of O SEO into a new new world of AI search.
• 3:22
  SPEAKER_00: And so, what does this mean for you?
• 3:25
  SPEAKER_00: What does this mean?
• 3:26
  SPEAKER_00: What's a before and after?
• 3:28
  SPEAKER_00: So let's take a look at at all right.
• 3:40
  SPEAKER_00: So with our new search mode, it's not just matching keywords to intent.
• 3:49
  SPEAKER_00: The AI mode, if we go look at the tab, you see this little search mode that shows up.
• 3:59
  SPEAKER_00: Where is it?
• 4:01
  SPEAKER_00: This AI mode is becoming prominent.
• 4:06
  SPEAKER_00: But when you tap in and go into a search, then it scans dozens, if not hundreds, of sources and then builds the answer itself.
• 4:15
  SPEAKER_00: So it goes out and goes through, crawls through all those in just um a second, and then aggregates all of that information and organizes it and makes it easy for you to go through and discern whether this is what you want.
• 4:32
  SPEAKER_00: And so when I um I put in this little the search mode here, tell me how AI mode changes things for typical business websites.
• 4:42
  SPEAKER_00: So it went out and it searched.
• 4:46
  SPEAKER_00: Um in this case over here, it's citating 15 sites.
• 4:52
  SPEAKER_00: So it returns the answers.
• 4:54
  SPEAKER_00: First, it makes a synopsis of that answer.
• 4:58
  SPEAKER_00: It gives you a link to that where this information came from, but you see how it begins to organize it to where you can quickly get briefed on what you're wanting to do, and then you can dive in deeper on that and spend the time that you want in the areas that make more sense for you.
• 5:21
  SPEAKER_00: So, what's happening is we're gonna get flu fewer direct clicks.
• 5:26
  SPEAKER_00: That means that the answers that are returned in this search, for example, here, I may click on this.
• 5:35
  SPEAKER_00: Well, it's gonna take me to this SEO Guru website.
• 5:40
  SPEAKER_00: If I click on this, it's gonna take me here.
• 5:43
  SPEAKER_00: But I could actually find what I need and move on, and I would have never gone to this website.
• 5:51
  SPEAKER_00: And even though that this particular website may be a number one search result or number two, number three, it won't matter.
• 6:01
  SPEAKER_00: And so that's why that's why you see this fewer direct clicks.
• 6:06
  SPEAKER_00: Emphasis on being cited.
• 6:10
  SPEAKER_00: So when we look at the title of this, you can still rank number one, but you'll still be invisible in AI.
• 6:18
  SPEAKER_00: And if Google's AI doesn't trust you, you don't exist.
• 6:23
  SPEAKER_00: Being cited is a way for you to be trusted.
• 6:29
  SPEAKER_00: And so when we look at this, um these results here, obviously, Google trusts these resources, it went through an audit process on each of these results, organized it, and presented it to you so that now you can spend your time on information it feels that's very relevant for what you were uh wanting to know.
• 7:02
  SPEAKER_00: So this impacts what your strategy for your SE's SEO is going to be.
• 7:08
  SPEAKER_00: SEO being search engine optimization.
• 7:11
  SPEAKER_00: In the old world of um search engine optimization, one would put keywords on their website.
• 7:19
  SPEAKER_00: It's everyone's familiar with keywords, they understand that importance, whether they do it correct or not is the question.
• 7:30
  SPEAKER_00: But even when you get all that information organized on there, it may not be what Google is expecting, so that it can citate, recommend, put a link to your um website, your your source of information that is on your website.
• 7:52
  SPEAKER_00: So, what are we going to do about this?
• 7:54
  SPEAKER_00: How do we how do we become if someone's going to be, if I put in here best plumber in Amarillo, this is using the AI search.
• 8:05
  SPEAKER_00: We're going to compare it to this is the old search way, best plumber and amarillo.
• 8:11
  SPEAKER_00: Well, let's do a compare and contrast here.
• 8:14
  SPEAKER_00: So, best plumber in the AI search mode is going to give me companies that were have high customer satisfaction ratings and positive reviews for the professionalism and quality of work.
• 8:33
  SPEAKER_00: Interesting, isn't it?
• 8:34
  SPEAKER_00: This is something that you that was taking Google took it into consideration, and it has nothing to do with the keywords or any content on the site other than what the actual user reviews were.
• 8:52
  SPEAKER_00: You find that interesting, and so it's using the user's keywords, not the company's person that they hired to write and put the keywords on their website.
• 9:07
  SPEAKER_00: It just Google went through and aggregated the keywords from the users' reviews.
• 9:14
  SPEAKER_00: That's something that Frank's repair and plumbing doesn't have any control over, and yet they're benefiting from it because why?
• 9:23
  SPEAKER_00: Because they must have really good service.
• 9:27
  SPEAKER_00: They got 2,600 reviews, they've been named best of Amarillo multiple times, a 90-day warranty.
• 9:35
  SPEAKER_00: So they're having to walk the walk, in other words.
• 9:38
  SPEAKER_00: They're not just uh benefiting from, hey, hey, hire a SEO snake oil dude and stuff my website because we're going to trick the system.
• 9:50
  SPEAKER_00: It's not working.
• 9:52
  SPEAKER_00: They actually have to walk the walk, their customers have to appreciate them.
• 9:57
  SPEAKER_00: And therefore, Google feels very comfortable returning Frank's repair as the number one reserve uh result.
• 10:07
  SPEAKER_00: I find that extremely interesting.
• 10:10
  SPEAKER_00: And so here's again, Google is reinventing and working around those that have been manipulating and trying to game the system.
• 10:19
  SPEAKER_00: And it's with this AI search.
• 10:21
  SPEAKER_00: Even if we go to the old way, best plumber in Amarillo, look at this.
• 10:26
  SPEAKER_00: The results are different, but these are approved results from the Google Business Profile.
• 10:37
  SPEAKER_00: Now, this is a local search results process.
• 10:41
  SPEAKER_00: Okay.
• 10:41
  SPEAKER_00: And so what did these businesses have?
• 10:45
  SPEAKER_00: They go in and they claim their Google Business listing.
• 10:51
  SPEAKER_00: They put in all the information in the areas that Google will accept and approve.
• 10:57
  SPEAKER_00: And then again, what is Google doing?
• 11:02
  SPEAKER_00: Putting these customers in an area that they have to put in information that can be trusted.
• 11:08
  SPEAKER_00: And then Google's using this prime real estate at the top of a search and putting in Google Business Profile Results based on a map.
• 11:26
  SPEAKER_00: Then it comes to Yelp.
• 11:30
  SPEAKER_00: So better business bureau.
• 11:31
  SPEAKER_00: We know we we hardly even get to.
• 11:38
  SPEAKER_00: We hardly ever we we get to finally way down here.
• 11:43
  SPEAKER_00: Dependable plumbing, Joe the Plumber, Bob J's.
• 11:48
  SPEAKER_00: Now we're starting to get into content that this company has a little more control over.
• 11:56
  SPEAKER_00: Facebook people also also ask.
• 11:59
  SPEAKER_00: So you see how everything is changing.
• 12:05
  SPEAKER_00: And so the old SEO was let's stuff keywords into a blog post titled Best Plumber Amarillo slash Amarillo Plumber Services slash Amarillo Leak Fix.
• 12:20
  SPEAKER_00: Okay, so they're trying to get Amarillo and Plumber and just the title three times.
• 12:27
  SPEAKER_00: Then usually those blogs are useless.
• 12:30
  SPEAKER_00: They're one basic question with three to four hundred generic words.
• 12:35
  SPEAKER_00: They're just text, no schema, no expertise, and no proof.
• 12:41
  SPEAKER_00: But now you need to rank number one and still, so you can rank number one and still be invisible, but Google's AI won't trust or cite you.
• 12:53
  SPEAKER_00: So the new way now is going to be an AI ready content.
• 12:59
  SPEAKER_00: All right, so to compare and contrast, the a title of an article that Google would prefer to show as a citated result that we were looking at is How to Fix a Leaking Pipe in Amarillo, a step-by-step guide.
• 13:17
  SPEAKER_00: It needs to be structured and have depth.
• 13:20
  SPEAKER_00: So it's comprehensive, it covers cost, repair options, do-it-yourself versus pro and amarillo specific issues.
• 13:29
  SPEAKER_00: And then it adds real photos, case studies, customer reviews, and expertise schema.
• 13:36
  SPEAKER_00: These are called trust signals.
• 13:40
  SPEAKER_00: And so the result now is that Google's AI and/or perplexity are going to re reference you and their answers, and the customers are also going to see you as an authority, and they won't see your competitors.
• 14:04
  SPEAKER_00: So to show you a little bit about the depth or the amount of um action that's happening, we need to review a little bit about uh what is intent.
• 14:19
  SPEAKER_00: You know, Google started their whole um search process by discerning the intent of your search in just the first few words, if not few letters, of what you type in.
• 14:33
  SPEAKER_00: And so in just a few letters, Google's discerning whether your your search is informational or navigational, transactional, or local.
• 14:46
  SPEAKER_00: Okay.
• 14:48
  SPEAKER_00: So we go, if we go into let's just do a search right here.
• 14:56
  SPEAKER_00: So we click out of here, and if I just start to type plumbing, you can see that the data in the Google ecosystem is guessing the intent of my typing.
• 15:13
  SPEAKER_00: Okay, and you can see how it changes from plumbing company in Dallas, plumber, plumber near me, plumbing, plumbing snake.
• 15:20
  SPEAKER_00: These are you see how they're modifying.
• 15:25
  SPEAKER_00: This is the power of search intent, and it impacts the strategy of your content.
• 15:34
  SPEAKER_00: Your content needs to take into consideration the intent of the search, and so by using the uh the strategy of becoming an authority, you're covering all of those bases.
• 15:49
  SPEAKER_00: You're becoming an authority, you're answering complex questions, not superficial keyword.
• 15:56
  SPEAKER_00: Um those articles for just keywords are useless.
• 16:01
  SPEAKER_00: No one's reading them, and they're only written to satisfy Google, supposedly, to um communicate what your website's about.
• 16:13
  SPEAKER_00: But basically, if what does this information say?
• 16:17
  SPEAKER_00: It says that we need this content to be useful to humans in order for us to actually citate it, to actually point people to it.
• 16:27
  SPEAKER_00: And people are gonna stop doing the manual search and going through all those results and trust the output from these AI searches.
• 16:35
  SPEAKER_00: And so you're gonna have to do more personalization, you're gonna have to have voice and visual, yeah, all these different things.
• 16:44
  SPEAKER_00: Well, this is way beyond the typical SEO snake oil that everybody has been um.
• 16:54
  SPEAKER_00: I don't know how many times I've been called, and I do this, I do this service, and I get called three or four times a day about uh with people going, they're gonna help me get to the top of a search result.
• 17:09
  SPEAKER_00: They don't know anything about my business, and so what are they doing?
• 17:13
  SPEAKER_00: They're selling to make their quota, not because they understand what you need and what your customers need.
• 17:21
  SPEAKER_00: So there's a case study I wanted to share with you on this, and the reason I'm wanting to share this with you is because it conveys the depth of what goes into a um a piece of content that Google or Perplexity or equivalent the chatbots, chat GPT, Gemini, etc., when they return the result.
• 17:45
  SPEAKER_00: This is this is what is being um considered when it brings back the results.
• 17:55
  SPEAKER_00: This is a study by Surfer SEO, a company called ClickUp.
• 18:01
  SPEAKER_00: They're a project management tool.
• 18:03
  SPEAKER_00: We use it.
• 18:04
  SPEAKER_00: But what's interesting is in this article, ClickUp took 500 of their existing articles and they refreshed them to take advantage of the new way that AI is presenting search results.
• 18:26
  SPEAKER_00: They also added another 150 articles on top of that.
• 18:32
  SPEAKER_00: So they went back and they refreshed and rewrote and reorganized over 500 existing articles, and they added 150 more articles.
• 18:44
  SPEAKER_00: But what goes into those articles?
• 18:47
  SPEAKER_00: I wanted to show you this.
• 18:49
  SPEAKER_00: So the content source, this tool goes through and measures many of the items that um are needed to present an authoritative, uh, useful content that people would appreciate that can be citated, that can be indexed by these um chatbots.
• 19:09
  SPEAKER_00: So this particular article, think about this.
• 19:12
  SPEAKER_00: It gets a 97 rating out of 100 in this uh AI tool that goes through and makes sure that the content is organized in a protect um a way that is useful for this new world of AI search.
• 19:29
  SPEAKER_00: 3,450 words were in this article.
• 19:36
  SPEAKER_00: It had 24 headings, it had 191 paragraphs, it had 19 images.
• 19:48
  SPEAKER_00: 500 articles were refreshed, taking into consideration just these items, plus 150 more.
• 20:02
  SPEAKER_00: The result was from this was that their traffic went up 85 percent, meaning that when they were citated, they were citated and it brought traffic to their article, started to show over here, their traffic shot up 85 percent.
• 20:27
  SPEAKER_00: But this is the point I wanted to make.
• 20:30
  SPEAKER_00: AI requires this type of thinking strategy and quality of the content, which means that your strategy that you're implementing in your desire as a business to show up as a recommendation to someone who's actually cares about the service that you offer, this is big.
• 20:56
  SPEAKER_00: This is a big deal.
• 20:57
  SPEAKER_00: 85 more percent organic traffic.
• 21:02
  SPEAKER_00: So the lesson here is the your way of thinking about your content and your strategy and your way that you're going to be relevant online to your customers, your prospects, even your your employees is being disrupted and revolutionized.
• 21:29
  SPEAKER_00: But there's a way, there's a way, and that's what we do.
• 21:34
  SPEAKER_00: So by by working with us, we can set you up with a clarity session.
• 21:40
  SPEAKER_00: We're gonna pull out this genius that's sitting in your head, that institutional knowledge that's been around, your expertise.
• 21:51
  SPEAKER_00: We're gonna organize it and we're gonna create a customized, specialized GPT.
• 22:00
  SPEAKER_00: Internally for your team and externally for your customers.
• 22:08
  SPEAKER_00: This gets plugged into the system.
• 22:11
  SPEAKER_00: This becomes this is how we're going to get that content.
• 22:17
  SPEAKER_00: That's going to help show up in the results as citations.
• 22:23
  SPEAKER_00: It's going to be useful to you, your team, your service folks.
• 22:29
  SPEAKER_00: It's going to set you up for success in the future.
• 22:32
  SPEAKER_00: There's a path.
• 22:35
  SPEAKER_00: Schedule a time.
• 22:36
  SPEAKER_00: That's what we do.
• 22:38
  SPEAKER_00: We're good at it.
• 22:39
  SPEAKER_00: Time's now.
• 22:42
  SPEAKER_00: Thanks for being here.
• 22:43
  SPEAKER_00: If you're getting use out of these, give me a like.
• 22:48
  SPEAKER_00: Give me a subscribe.
• 22:51
  SPEAKER_00: Share it with your friends and neighbors.
• 22:54
  SPEAKER_00: We'll see you on another episode of Yeah, I mean simple.