WEBVTT 00:00:00.000 --> 00:00:02.700 Imagine earning money from your website. Okay, 00:00:02.759 --> 00:00:04.540 now imagine doing that without a single person 00:00:04.540 --> 00:00:07.459 ever clicking on it. Sounds almost like a riddle, 00:00:07.459 --> 00:00:09.759 doesn't it? But, well, it's not only possible, 00:00:09.839 --> 00:00:12.439 it's actually happening. One website reportedly 00:00:12.439 --> 00:00:18.179 made almost $2 ,000 that way. $1 ,971. No clicks, 00:00:18.300 --> 00:00:21.760 just its information being used. Welcome to the 00:00:21.760 --> 00:00:23.940 Deep Dive. Today we're going to unpack a really 00:00:23.940 --> 00:00:26.219 big shift happening in the digital world. One 00:00:26.219 --> 00:00:28.359 that's kind of reshaping how content creators 00:00:28.359 --> 00:00:30.839 can actually get paid. We're talking about Cloudflare's 00:00:30.839 --> 00:00:33.920 new pay -per -crawl idea and what it means for 00:00:33.920 --> 00:00:36.179 creating content now, you know, with AI everywhere. 00:00:36.600 --> 00:00:38.600 Yeah, and our mission today is basically to give 00:00:38.600 --> 00:00:40.640 you a blueprint, a way to navigate, maybe even 00:00:40.640 --> 00:00:42.880 dominate, in what we're calling the zero -quick 00:00:42.880 --> 00:00:45.439 era. We'll get into Google's recent big content 00:00:45.439 --> 00:00:47.899 purges, how AI is changing what content is even 00:00:47.899 --> 00:00:50.340 worth, and what Cloudflare's move really signals 00:00:50.340 --> 00:00:53.780 for your website or your online stuff. We'll 00:00:53.780 --> 00:00:56.359 look back a bit at how content creation got here, 00:00:56.439 --> 00:01:00.219 explore why AI is, well... both a bit scary and 00:01:00.219 --> 00:01:02.479 a huge opportunity. And then we'll lay out some 00:01:02.479 --> 00:01:05.400 real practical strategies and tools you can use 00:01:05.400 --> 00:01:08.420 to succeed in this new landscape. Let's really 00:01:08.420 --> 00:01:10.920 explore this. So let's start with this paper 00:01:10.920 --> 00:01:13.760 crawl thing. Cloudflare, they're a huge company 00:01:13.760 --> 00:01:15.780 basically running parts of the internet's plumbing. 00:01:16.170 --> 00:01:17.569 They announced something pretty groundbreaking. 00:01:17.950 --> 00:01:21.030 AI companies like Google, OpenAI, those guys 00:01:21.030 --> 00:01:23.329 might actually start paying websites just for 00:01:23.329 --> 00:01:24.969 the right to crawl their content. Right, just 00:01:24.969 --> 00:01:26.930 for the bots to read it, not for humans clicking. 00:01:27.010 --> 00:01:29.989 Exactly. That almost $2 ,000 figure we mentioned, 00:01:30.049 --> 00:01:32.790 that was earned directly from AI using the content. 00:01:32.950 --> 00:01:35.049 No human clicked through. It's kind of like a 00:01:35.049 --> 00:01:38.049 giant library charging an AI for every single 00:01:38.049 --> 00:01:40.769 book it scans and learns from, even if nobody 00:01:40.769 --> 00:01:42.730 ever checks that book out. It's a completely 00:01:42.730 --> 00:01:44.939 different way of thinking about value. And what's 00:01:44.939 --> 00:01:46.620 really interesting is how this tackles what we 00:01:46.620 --> 00:01:48.859 call the zero -click problem head -on. You know, 00:01:48.859 --> 00:01:51.640 for years, the deal was simple. Make good content, 00:01:51.840 --> 00:01:54.319 search engines, send people, people click, you 00:01:54.319 --> 00:01:56.719 make money from ads or selling stuff. Simple 00:01:56.719 --> 00:01:59.540 loop. That was the handshake, yeah. But AI summaries, 00:01:59.540 --> 00:02:01.859 those little boxes at the top of Google, they 00:02:01.859 --> 00:02:04.120 break that handshake. You search, say, how to 00:02:04.120 --> 00:02:07.000 tie a Winsor knot. Google's AI gives you the 00:02:07.000 --> 00:02:09.219 steps right there. Boom. You got your answer. 00:02:09.300 --> 00:02:10.800 And the website that originally wrote those steps? 00:02:10.939 --> 00:02:14.849 Gets nothing. No click. No traffic. Gone. And 00:02:14.849 --> 00:02:17.789 this isn't small potatoes. Similar web data suggests 00:02:17.789 --> 00:02:20.430 something like, what, 69 % of Google searches 00:02:20.430 --> 00:02:25.530 now end with zero clicks. 69%. Wow. Yeah. That's 00:02:25.530 --> 00:02:28.389 slowly squeezing the life out of creators who 00:02:28.389 --> 00:02:31.770 rely on that old traffic model. So Cloudflare's 00:02:31.770 --> 00:02:33.949 pay -per -crawl is like a direct challenge saying, 00:02:34.030 --> 00:02:36.210 hey, if you want our data, you got to pay. So, 00:02:36.210 --> 00:02:37.810 okay, if your content isn't getting clicks like 00:02:37.810 --> 00:02:40.370 it used to, what's its actual value now? How 00:02:40.370 --> 00:02:42.620 do you measure it? Well, the value shifts, doesn't 00:02:42.620 --> 00:02:44.919 it? It becomes about how useful your data is 00:02:44.919 --> 00:02:47.340 to the AI, not just how many humans click on 00:02:47.340 --> 00:02:50.319 it. To really get a handle on this, and it helps 00:02:50.319 --> 00:02:53.259 to look back a bit, the SEO wars, right? For 00:02:53.259 --> 00:02:54.719 those of us who've been doing this a while, you 00:02:54.719 --> 00:02:56.960 remember the early days, the real Wild West? 00:02:57.180 --> 00:03:00.620 Just stuffing keywords in, like repeating blue 00:03:00.620 --> 00:03:04.120 widgets 50 times, hoping to rank. Oh, yeah. The 00:03:04.120 --> 00:03:07.680 good old days. Maybe not so good. Right. And 00:03:07.680 --> 00:03:10.680 then Google dropped. Panda and Penguin updates, 00:03:10.860 --> 00:03:13.879 big crackdowns on low quality stuff, spammy links. 00:03:14.780 --> 00:03:17.120 People's traffic just vanished overnight. Absolutely. 00:03:17.379 --> 00:03:19.259 Google's always been moving towards rewarding 00:03:19.259 --> 00:03:23.439 real value and punishing the tricks. Fast forward 00:03:23.439 --> 00:03:26.939 to late 2022. Chat GPT arrives. Suddenly, everyone's 00:03:26.939 --> 00:03:30.439 panicking. SEO is dead. AI will just answer everything. 00:03:30.759 --> 00:03:32.520 I remember that panic well. But it wasn't that 00:03:32.520 --> 00:03:35.360 simple, was it? First, smart people used AI to 00:03:35.360 --> 00:03:37.780 make their content better, richer. But then came 00:03:37.780 --> 00:03:40.919 the flood. Just tons and tons of cheap, mass 00:03:40.919 --> 00:03:43.460 -produced AI articles hitting the web. Junk. 00:03:43.759 --> 00:03:47.759 Mostly. So by now, 2025, those SEO is dead worries. 00:03:47.979 --> 00:03:49.800 They're kind of coming true, but not how we thought. 00:03:50.180 --> 00:03:52.460 It's the AI overviews, the zero click answers 00:03:52.460 --> 00:03:54.620 right in search results. And that's the perfect 00:03:54.620 --> 00:03:56.400 setup for Cloudflare to step in and say, OK, 00:03:56.520 --> 00:03:58.159 AI engines, you want to learn from our publishers 00:03:58.159 --> 00:04:00.580 hard work for your answers. Time to pay up. It's 00:04:00.580 --> 00:04:02.599 a whole new game. And speaking of rewarding value, 00:04:02.800 --> 00:04:06.379 we absolutely have to talk about the great purge. 00:04:07.199 --> 00:04:10.550 Google's updates in March 2024. That wasn't just 00:04:10.550 --> 00:04:12.449 a tweak. It felt like an earthquake for a lot 00:04:12.449 --> 00:04:15.550 of site owners. Imagine losing like half your 00:04:15.550 --> 00:04:17.389 business overnight. Yeah, it was brutal for some. 00:04:17.550 --> 00:04:21.829 Google basically said, enough is enough. They 00:04:21.829 --> 00:04:23.470 were making a massive statement about cleaning 00:04:23.470 --> 00:04:27.040 up unhelpful content. It hit on two fronts. First, 00:04:27.180 --> 00:04:29.620 the core spam update. Right. Just a direct attack. 00:04:29.959 --> 00:04:32.620 Google claimed it cut down spammy, unoriginal 00:04:32.620 --> 00:04:36.240 stuff by 40, 45 percent. 45 percent. That's huge. 00:04:36.579 --> 00:04:38.519 It targeted things like scaled content abuse, 00:04:38.699 --> 00:04:41.160 just churning out tons of low quality pages automatically. 00:04:41.360 --> 00:04:43.899 Yeah. Expired domain abuse, buying old websites 00:04:43.899 --> 00:04:45.860 just for their link juice. Right. Trying to game 00:04:45.860 --> 00:04:47.779 the system. Yeah. They also hit site reputation 00:04:47.779 --> 00:04:50.759 abuse. That's basically junk content piggybacking 00:04:50.759 --> 00:04:53.379 on a trusted site's reputation. Think like those 00:04:53.379 --> 00:04:55.879 CNET coupon directs. that got hit. Yeah. And 00:04:55.879 --> 00:04:58.560 it wasn't just small sites. Big names like Forbes 00:04:58.560 --> 00:05:00.899 Advisor, Business Insider reportedly saw huge 00:05:00.899 --> 00:05:03.879 traffic drops. CNN, USA Today, too. Google sent 00:05:03.879 --> 00:05:06.079 a message. A loud one. But here's the really 00:05:06.079 --> 00:05:08.839 fascinating bit. The insight for where AI SEO 00:05:08.839 --> 00:05:11.920 is going. A lot of those pages that got penalized 00:05:11.920 --> 00:05:14.459 in normal search results, they kept showing up 00:05:14.459 --> 00:05:17.480 inside Google's AI overviews. Whoa, wait. So 00:05:17.480 --> 00:05:19.540 good enough for the AI to learn from. Exactly. 00:05:19.720 --> 00:05:22.379 Good enough for the AI to scrape and summarize, 00:05:22.579 --> 00:05:25.439 but not good enough for Google to actually recommend 00:05:25.439 --> 00:05:28.819 directly to a human. That's the new dual standard 00:05:28.819 --> 00:05:31.420 we're dealing with. So does this mean AI is kind 00:05:31.420 --> 00:05:34.779 of finding a value differently than human searchers, 00:05:34.800 --> 00:05:37.459 forcing us to rethink what quality even means? 00:05:37.660 --> 00:05:39.980 It definitely means content values being redefined. 00:05:40.220 --> 00:05:43.180 AI's needs and preferences are now a huge factor 00:05:43.180 --> 00:05:45.920 in what succeeds. OK, so this new reality, this 00:05:45.920 --> 00:05:49.220 dual standard, it forces Google to get way better 00:05:49.220 --> 00:05:51.279 at spotting genuinely useful stuff. And their 00:05:51.279 --> 00:05:53.939 framework for that is EEE. Right. The first E 00:05:53.939 --> 00:05:55.879 is the big one, the new addition, experience. 00:05:56.660 --> 00:05:58.759 Google's asking, seriously asking, has the author 00:05:58.759 --> 00:06:01.220 actually done the thing? Use the product. Gone 00:06:01.220 --> 00:06:04.060 to the place. No more AI writing travel guides 00:06:04.060 --> 00:06:06.540 from a server room in Ohio about hiking the Alps. 00:06:06.560 --> 00:06:09.000 That's kind of over. Then you have expertise. 00:06:09.620 --> 00:06:12.370 Do you really know your stuff? Are you, like, 00:06:12.449 --> 00:06:15.089 a certified mechanic talking about engine repair 00:06:15.089 --> 00:06:19.029 or just someone who read a manual? Then authoritativeness. 00:06:19.250 --> 00:06:22.129 Is your name, your brand, seen as a go -to source 00:06:22.129 --> 00:06:24.009 in your specific little corner of the world? 00:06:24.209 --> 00:06:28.610 And finally, trustworthiness. Is your info accurate, 00:06:28.889 --> 00:06:32.279 honest? not just trying to sell something. And 00:06:32.279 --> 00:06:35.040 the key insight here, I think, is focus, niching 00:06:35.040 --> 00:06:37.720 down. It's way easier to be the number one recognized 00:06:37.720 --> 00:06:40.240 expert on, I don't know, chair workouts for seniors 00:06:40.240 --> 00:06:42.980 than just workouts generally. Find your zone. 00:06:43.139 --> 00:06:45.220 That makes perfect sense. And it leads right 00:06:45.220 --> 00:06:47.339 into debunking what you call the one post myth. 00:06:47.819 --> 00:06:50.079 You know, for years, the advice was quantity. 00:06:50.829 --> 00:06:53.009 Pump out content, hundreds of thousands of posts. 00:06:53.110 --> 00:06:54.889 Yeah, the content treadmill. But the data now, 00:06:54.930 --> 00:06:56.850 it just doesn't support that anymore. Quality 00:06:56.850 --> 00:06:59.689 trumps quantity massively. Look at CNET's big 00:06:59.689 --> 00:07:02.129 air fryer review article. Just one piece, super 00:07:02.129 --> 00:07:04.870 detailed, lots of testing. Industry folks estimate 00:07:04.870 --> 00:07:06.970 that one single page pulls in something like 00:07:06.970 --> 00:07:09.529 $3 ,200 a month in affiliate commissions. That's 00:07:09.529 --> 00:07:11.889 a lot per month. Per month. That's like almost 00:07:11.889 --> 00:07:15.149 $40 ,000 a year from one article. It's incredible. 00:07:15.310 --> 00:07:19.329 So the new strategy for AI SEO is clear. It's 00:07:19.329 --> 00:07:21.389 not just about writing one great post instead 00:07:21.389 --> 00:07:24.110 of 100 okay ones. It's about making that one 00:07:24.110 --> 00:07:26.689 post so packed with real, provable experience, 00:07:26.990 --> 00:07:30.269 unique insights, actual testing, that the AI 00:07:30.269 --> 00:07:32.689 has to learn from it and humans feel compelled 00:07:32.689 --> 00:07:34.959 to click and read the whole thing. So the big 00:07:34.959 --> 00:07:37.699 question for creators then is, how do you actually 00:07:37.699 --> 00:07:41.779 show your unique experience in this ocean of 00:07:41.779 --> 00:07:44.259 generic AI stuff? Yeah, your personal stories, 00:07:44.360 --> 00:07:46.560 the real -world proof, the photos. That's your 00:07:46.560 --> 00:07:48.600 secret weapon now, isn't it? Mid -roll sponsor, 00:07:48.819 --> 00:07:52.139 read mentioned script, not included. Okay, let's 00:07:52.139 --> 00:07:54.720 shift to the playbook. The AI SEO playbook. This 00:07:54.720 --> 00:07:56.699 isn't about finding loopholes. It's the real 00:07:56.699 --> 00:07:58.839 blueprint for actually doing well, maybe even 00:07:58.839 --> 00:08:01.600 dominating in this AI era. So if your site got 00:08:01.600 --> 00:08:03.899 hammered by those Google updates, step one is 00:08:03.899 --> 00:08:05.720 triage. You've got to stop the bleeding. Right. 00:08:05.839 --> 00:08:08.579 First, audit and prune ruthlessly. You've got 00:08:08.579 --> 00:08:10.100 to look at your content like, I don't know, a 00:08:10.100 --> 00:08:12.180 battlefield surgeon. Does it scream E -E -A -T 00:08:12.180 --> 00:08:15.680 or is it thin? Generic. Just kind of soulless 00:08:15.680 --> 00:08:17.480 AI output. You have to be willing to do what 00:08:17.480 --> 00:08:19.259 some people call the Thanos snap. Just delete 00:08:19.259 --> 00:08:21.920 it. Or commit to a serious rewrite. No half measures. 00:08:22.319 --> 00:08:25.470 Okay. Harsh but necessary. Then what? Step two. 00:08:26.370 --> 00:08:28.550 Analyze your survivors. The stuff that didn't 00:08:28.550 --> 00:08:30.569 get hit. Those are your North Stars now. Get 00:08:30.569 --> 00:08:33.669 obsessed. Why did these pages survive? What experience 00:08:33.669 --> 00:08:35.809 do they show? What questions do they answer uniquely? 00:08:36.289 --> 00:08:38.629 Your whole recovery plan has to be built around 00:08:38.629 --> 00:08:40.990 making more stuff like that. Got it. Focus on 00:08:40.990 --> 00:08:43.970 how it works. Now for the new strategy for everyone 00:08:43.970 --> 00:08:46.889 moving forward. Principle number one. go for 00:08:46.889 --> 00:08:50.149 the head remember thor in infinity war wasted 00:08:50.149 --> 00:08:52.889 his shot you gotta go for the head okay thor 00:08:52.889 --> 00:08:55.929 analogy i like it what's the head in seo the 00:08:55.929 --> 00:08:58.049 head is commercial intent stop chasing those 00:08:58.049 --> 00:09:00.970 really broad high volume questions like what 00:09:00.970 --> 00:09:03.110 is an air fryer the ai answers those directly 00:09:03.110 --> 00:09:06.149 now zero clicks for you right focus instead on 00:09:06.149 --> 00:09:08.389 keywords showing someone's ready to buy or make 00:09:08.389 --> 00:09:11.379 a decision Best air fryer for a small apartment. 00:09:12.120 --> 00:09:15.620 MailChimp versus ConvertKit for authors. These 00:09:15.620 --> 00:09:17.899 need opinions, comparisons, real experience. 00:09:18.539 --> 00:09:21.360 Stuff AI really struggles to fake convincingly. 00:09:21.379 --> 00:09:23.200 They're more defensible and honestly, usually 00:09:23.200 --> 00:09:25.580 more profitable too. That makes sense. Defensible 00:09:25.580 --> 00:09:27.919 ground. What's next? Principle number two, and 00:09:27.919 --> 00:09:30.519 this is maybe the most important. Show your work. 00:09:30.879 --> 00:09:33.519 This is how you build that moat the AI can't 00:09:33.519 --> 00:09:37.080 cross. Remember that E for experience and E -E 00:09:37.080 --> 00:09:40.360 -A -T. It's your superpower now. The old internet 00:09:40.360 --> 00:09:43.379 joke, Pixar, it didn't happen. Yeah. That's basically 00:09:43.379 --> 00:09:48.370 SEO now. OK, so real proof. Exactly. Don't just 00:09:48.370 --> 00:09:51.230 list camera specs. Show original photos you took 00:09:51.230 --> 00:09:53.490 with it. Tell a quick story about using it on 00:09:53.490 --> 00:09:56.269 that messy family trick. Don't just write a generic 00:09:56.269 --> 00:09:58.950 travel guide. Put a selfie of you looking tired 00:09:58.950 --> 00:10:02.090 but happy at the summit for a recipe. Show photos 00:10:02.090 --> 00:10:04.169 of your kitchen, maybe even the mess you made. 00:10:04.309 --> 00:10:06.490 Add a note about that time you burnt the whatever 00:10:06.490 --> 00:10:08.950 it is. That's the human stuff. That personal 00:10:08.950 --> 00:10:11.029 touch, the authenticity. Yeah. And, you know, 00:10:11.049 --> 00:10:12.730 full disclosure, I still wrestle with this myself 00:10:12.730 --> 00:10:15.059 sometimes, making sure. every single piece really 00:10:15.059 --> 00:10:17.120 shows my unique experience, not just summarizing 00:10:17.120 --> 00:10:19.399 information. It's a constant effort. You have 00:10:19.399 --> 00:10:22.679 to consciously decide to do it. Whoa. But imagine 00:10:22.679 --> 00:10:26.220 the depth there, the sheer amount of unique human 00:10:26.220 --> 00:10:30.000 experience, nuance, feeling you can share that 00:10:30.000 --> 00:10:32.539 AI just fundamentally cannot replicate. That's 00:10:32.539 --> 00:10:34.039 actually pretty powerful when you think about 00:10:34.039 --> 00:10:36.799 it. It really is. Okay. Principle number three. 00:10:37.149 --> 00:10:39.730 Speak robot and human. You've got two audiences 00:10:39.730 --> 00:10:42.470 now, the human reading it, the AI scanning it. 00:10:42.570 --> 00:10:45.990 You've got to be bilingual. Think C -3PO, fluent 00:10:45.990 --> 00:10:48.889 in over 6 million forms of communication, or 00:10:48.889 --> 00:10:54.370 at least two. Okay, C -3PO for SEO, how? For 00:10:54.370 --> 00:10:57.990 the AI, make it easy to understand. Use structured 00:10:57.990 --> 00:11:00.750 schema data. That's basically just code that 00:11:00.750 --> 00:11:03.210 labels your content clearly for machines, like 00:11:03.210 --> 00:11:06.419 putting big... bold tags on information. Use 00:11:06.419 --> 00:11:08.360 clear headings, maybe phrase them as questions 00:11:08.360 --> 00:11:10.480 the AI might look for. Okay, machine readable. 00:11:10.720 --> 00:11:13.200 And for the human, write for the summary, but 00:11:13.200 --> 00:11:15.100 win with the depth. Assume those first couple 00:11:15.100 --> 00:11:17.240 of sentences might get pulled into an AI overview, 00:11:17.399 --> 00:11:19.399 so make them tight, concise, packed with info. 00:11:19.559 --> 00:11:21.639 But the rest of the article needs the good stuff, 00:11:21.740 --> 00:11:23.940 the stories, the unique data, the troubleshooting 00:11:23.940 --> 00:11:25.700 tips, the personality that makes someone want 00:11:25.700 --> 00:11:27.879 to click through or read more. Got it. Hook them 00:11:27.879 --> 00:11:30.399 fast, keep them with depth. Exactly. And principle 00:11:30.399 --> 00:11:33.009 number four. Don't put all your eggs in one basket. 00:11:33.190 --> 00:11:35.309 Relying only on Google traffic, that ship has 00:11:35.309 --> 00:11:37.750 sailed or it's sinking. You got to diversify. 00:11:37.929 --> 00:11:40.669 Think like the Wu -Tang Clan advised, diversify 00:11:40.669 --> 00:11:43.590 your bonds. Okay, Wu -Tang financial advice for 00:11:43.590 --> 00:11:46.629 SEO. I'm here for it. Your main website or blog, 00:11:46.830 --> 00:11:48.889 that's the hub. But turn those articles into 00:11:48.889 --> 00:11:51.649 YouTube videos. Chop them up for TikTok or Reels. 00:11:51.730 --> 00:11:54.509 Make Pinterest graphics, LinkedIn carousels. 00:11:54.710 --> 00:11:57.190 Build a whole ecosystem around your core content. 00:11:57.309 --> 00:11:59.409 Be everywhere your audience might be. That makes 00:11:59.409 --> 00:12:02.509 sense. Build resilience. So what about tools 00:12:02.509 --> 00:12:05.070 for this new era? Well, you'll need a new toolkit. 00:12:05.639 --> 00:12:08.799 Look into AI SEO analyzer plugins. These are 00:12:08.799 --> 00:12:10.919 popping up now. They can help monitor which AI 00:12:10.919 --> 00:12:13.039 bots are crawling your site, maybe even let you 00:12:13.039 --> 00:12:15.240 block some kind of, like a bouncer saying, you 00:12:15.240 --> 00:12:17.399 shall not pass, getting ready for that pay -per 00:12:17.399 --> 00:12:19.899 -crawl future. They also help you optimize for 00:12:19.899 --> 00:12:22.200 AI readability, add that schema markup easily. 00:12:22.500 --> 00:12:24.440 Useful. And for diversification, think about 00:12:24.440 --> 00:12:27.340 traffic diversification tools. Stuff like video 00:12:27.340 --> 00:12:29.740 creation software, maybe Canva or VizMay for 00:12:29.740 --> 00:12:31.919 making those infographics and social media visuals. 00:12:32.139 --> 00:12:34.299 Maybe even tools to build interactive things 00:12:34.299 --> 00:12:36.269 like calculator. or quizzes to engage people 00:12:36.269 --> 00:12:39.549 differently. So listening to all this, which 00:12:39.549 --> 00:12:41.750 of these principles, these changes, feels like 00:12:41.750 --> 00:12:43.529 the biggest hurdle for you to implement with 00:12:43.529 --> 00:12:47.110 your own content? For me, it's probably balancing 00:12:47.110 --> 00:12:49.350 that technical side, the machine readability, 00:12:49.509 --> 00:12:52.350 the schema, with keeping the writing genuinely 00:12:52.350 --> 00:12:55.950 human and engaging. That's a tricky tightrope 00:12:55.950 --> 00:12:58.309 to walk. You know, all this change, these updates. 00:12:59.279 --> 00:13:01.539 It's created a lot of confusion, maybe even fear 00:13:01.539 --> 00:13:04.059 out there. Website owners, businesses, they're 00:13:04.059 --> 00:13:06.720 scrambling. And that confusion, that's a massive 00:13:06.720 --> 00:13:09.460 opportunity. Because there's suddenly huge demand 00:13:09.460 --> 00:13:11.500 for people who understand this new landscape, 00:13:11.620 --> 00:13:14.960 a new kind of expert, the AI SEO specialist. 00:13:15.379 --> 00:13:17.440 Ah, so a new service industry is emerging from 00:13:17.440 --> 00:13:19.620 this. Totally. Think about the services needed. 00:13:19.860 --> 00:13:22.899 AI SEO audits, going through a site, checking 00:13:22.899 --> 00:13:26.379 for EET, checking if it's machine readable, content 00:13:26.379 --> 00:13:29.120 transformation, taking old posts. retrofitting 00:13:29.120 --> 00:13:32.100 them with experienced data personality and traffic 00:13:32.100 --> 00:13:34.480 recovery plans, figuring out why a site got hit 00:13:34.480 --> 00:13:36.440 and building a strategy to get back on track 00:13:36.440 --> 00:13:38.960 based on these new rules. It's a real high demand 00:13:38.960 --> 00:13:41.580 consulting path opening up. That's a really interesting 00:13:41.580 --> 00:13:44.120 angle, a legitimate career path born from this 00:13:44.120 --> 00:13:46.200 disruption. So thinking about your own skills, 00:13:46.299 --> 00:13:48.659 your own knowledge, how might this shift actually 00:13:48.659 --> 00:13:51.059 open up new possibilities for your own expertise? 00:13:51.500 --> 00:13:54.419 Yeah, your specific insights, your niche knowledge, 00:13:54.620 --> 00:13:57.500 that could definitely be the core of a valuable 00:13:57.500 --> 00:14:01.070 new. service or even a business. So let's try 00:14:01.070 --> 00:14:02.470 to wrap our heads around this. What's the big 00:14:02.470 --> 00:14:08.470 takeaway here? SEO isn't dead. Not even close. 00:14:08.590 --> 00:14:11.629 It feels more like it's evolving, maybe finally 00:14:11.629 --> 00:14:14.309 growing up. For years, so much of it felt like 00:14:14.309 --> 00:14:16.309 trying to find loopholes, trick the algorithm. 00:14:16.470 --> 00:14:19.330 Now it seems like success isn't about being the 00:14:19.330 --> 00:14:21.029 cleverest trickster. It's about being the most 00:14:21.029 --> 00:14:23.090 genuinely helpful, the most experienced, the 00:14:23.090 --> 00:14:25.009 most trustworthy expert in whatever it is you 00:14:25.009 --> 00:14:27.919 do. Exactly. That's the core shift. Those who 00:14:27.919 --> 00:14:30.440 really lean into this, who create content from 00:14:30.440 --> 00:14:33.019 real experience, who structure it smartly for 00:14:33.019 --> 00:14:35.399 both humans and machines, they're not just going 00:14:35.399 --> 00:14:37.700 to survive. They're going to thrive. Quality 00:14:37.700 --> 00:14:40.179 driven by that authentic experience consistently 00:14:40.179 --> 00:14:42.700 beats just churning out more and more mediocre 00:14:42.700 --> 00:14:45.240 stuff. That's the winning formula now. And looking 00:14:45.240 --> 00:14:47.789 ahead. With things like Cloudflare's paper crawl 00:14:47.789 --> 00:14:50.350 idea floating around, we might be heading towards 00:14:50.350 --> 00:14:52.549 a future where creators actually get compensated 00:14:52.549 --> 00:14:54.610 for their expertise, their data's value, even 00:14:54.610 --> 00:14:57.090 if no one clicks a link. That's a pretty profound 00:14:57.090 --> 00:14:59.190 potential change to the whole online economy. 00:14:59.549 --> 00:15:02.169 It really is, which leads to maybe the final 00:15:02.169 --> 00:15:04.710 question for everyone listening. What unique 00:15:04.710 --> 00:15:07.210 experience, what specific knowledge do you have 00:15:07.210 --> 00:15:10.870 that an AI could simply never replicate or convey 00:15:10.870 --> 00:15:13.590 authentically? That's a great question to reflect 00:15:13.590 --> 00:15:16.000 on. We really encourage you to look at your own 00:15:16.000 --> 00:15:18.659 content, your own expertise, through this lens 00:15:18.659 --> 00:15:21.899 of EEAT, essentially that experience part, and 00:15:21.899 --> 00:15:24.820 the whole show your work idea. Yeah, and challenge 00:15:24.820 --> 00:15:27.220 yourself. How can you structure what you know 00:15:27.220 --> 00:15:30.320 so it speaks clearly and powerfully to both the 00:15:30.320 --> 00:15:32.440 robots and the humans? Thank you so much for 00:15:32.440 --> 00:15:34.919 joining us on this deep dive into the shifting 00:15:34.919 --> 00:15:37.460 sands of content and AI. We hope you'll keep 00:15:37.460 --> 00:15:39.820 exploring these ideas. Remember, the future really 00:15:39.820 --> 00:15:42.659 does seem to be helpful and deeply human. Out 00:15:42.659 --> 00:15:43.440 to your own music.