February 14, 2025 • 20 mins
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Speaker 1 (00:00):
Hey everybody, welcome to this episode of the
NerdBrand podcast where we'regoing to talk about is AI your
friend or your foe?
Coming next.
Welcome everybody to thisepisode of the NerdBrand Podcast
(00:33):
.
Where is AI a friend or foe?
Oh, we love talking about thissubject so much, so much, so
(00:53):
much.
So you know, look, this is forsome reason, I get, I get
exhausted with AI because let'sjust focus on the generated
content aspect.
You know, the it's going to bea very crowded space very
quickly and we're going to startseeing a lot of people fall
away because they've kind of putall their eggs in this basket
of.
You know, having this robot dowork for them, and I think a lot
of content creators are alsoscreaming about it.
It's like you say a four-letterword when you mention AI in
(01:14):
front of a graphic designer oranybody that does creative work.
Quite honestly, a lot of themare starting to adopt it anyways
, probably for ideas and thingslike that.
So that's exactly what it's for.
It's been making some seriouswaves in the content creation
game.
I mean, you've got articles andimages and music that's
composed by it and it's allimpressive.
But is it how?
How good is it really?
Um, you know, when you make thething you're kind of focused on
(01:36):
, like, oh, that looks reallypretty.
But when you throw that into amarketing or advertising
campaign, now you have to reallyjudge, like, okay, that is
going to drive the success, onwhether or not this campaign is
going to be successful.
So you can start stacking upfive things made with AI, five
things made by humans, and youcan probably see a difference I
(01:56):
would bet in performance, and itmay be good in one way or bad
the other way, or maybe it's acomplete wash.
Who knows?
It depends on what you'reputting out there.
But AI really excels at thetechnical stuff.
I do give it credit for that.
If you need a productdescription whipped up, that's
your buddy.
If you want basic news summary,boom.
It's efficient, it's fast and,opposed to six months ago, I
(02:18):
found that it could be prettyaccurate.
But when it comes to creativitylike genuine creativity that
makes your brain tingle and theheart feel light it's going to
fall flat just a tad bit.
You know it is a good mimic ofstyle.
It can analyze a lot of dataand spit out something that
looks like it was human created,which is fine, which is fine at
(02:42):
the end of the day, that datastill needs the discernment of a
human to interpret anddisseminate that data.
And, whether or not you know,if you're a business owner,
that's your business, it's yourstrategy.
Don't turn the keys over to AI.
If you're having issues withrevenue, get a consultant.
But it's really talented.
It's just a talented mimic andyou know it's technically
(03:03):
proficient, which helps.
But you have to remember it'ssort of like Star Trek, the Next
Generation Data.
You know, if you've everwatched that show, data is very.
He doesn't even usecontractions, he's just very
anal, very straight, and in andout it's a one and zero.
And until he gets this emotionchip and then now his character
(03:25):
becomes more fun, I'm sure brentspiner, the actor, was really
awesome to be like.
Finally I get range to workwith as an actor, um, and so ai
is sort of in that.
That's pretty much kind of.
What I see is happening is thatit's getting really proficient
at the basics and theneventually we'll start to maybe
see it blossom into some otherum.
You know thoughts and andprovocative things that you we
(03:46):
would expect from a human tosome degree.
But all of this brings to theconsumer side of things, so we
are becoming more aware of itand more of us don't seem to
care.
You know, if the information issolid and you just want the
thing and it's doing the thingand you don't really care what
(04:07):
it looks like, care what it says, you know, good, that is
something's out there, then Okay, um.
However, at the end of the day,when you start to see revenue
drop, when you start to seethings happening you know what
you've been doing for the lastfive years you may need to
change and that may be a harddecision.
You may have to spend moremoney to stay competitive.
You may have to change outthings to stay more competitive.
It doesn't say that you have tochange agencies, because if you
(04:29):
do that now, you have toretrain that agency, its team,
all about your business, tolearn all about it all.
You might want to considerother ones and not get all tied
up into like one particularthing, like social media or
(04:50):
email or, you know, direct mailor whatever you need to really
have and really consider in thisday and age of AI and
omni-channel approach Um,something that many businesses
should have been doing 20 yearsago, but that's where we are.
So, as we become more aware ofAI and some people don't care
(05:10):
the value of authenticity, itsquirks, the flaws even.
I mean people want to connectwith a real person and not a
computer or a robot algorithm,whatever you want to call it.
So think about it You're morelikely to trust a heartfelt
review from a real person than aperfectly crafted sort of
generic generated one by AI.
(05:33):
And that's the human elementthat really makes the difference
in that, because that story,that experience they give you
could relate not just to oneperson but a group of people.
It's hard to do that, and humanexperiences tend to touch more
and relate more, and that's kindof it.
If you're just looking for propvalue, you know AI will be good
(05:56):
for that.
But if you're looking for, likea story, a narrative that I
think still you're going to haveto rely on, you can get the
idea of how to craft it, you canget the parameters so that
people don't chase rabbits intheir testimonials.
But at the end of the day,you've got to really focus on
like.
You need that story, you needthat face, you need that
personality.
So the takeaway for contentcreators is obviously they're
(06:18):
not.
They shouldn't panic on this.
It's not going to replace you.
It's not going to replace anyof us.
In fact, it's going to enhancethe services we offer.
It's just a tool.
When Adobe Creative Cloud cameout with content, smart content
or content aware they demoed apicture of a landscape and there
was a tree in it.
It was a picture, not a graphic, and they used the content
(06:40):
aware tool to remove the treefrom the image and everybody
went whoa Well, that didn'tdevalue photographers.
Use the content aware tool toremove the tree from the image,
and everybody went whoa well,that didn't devalue
photographers, it didn't devaluethe image.
Um, and in web, you know, foryears, I mean, web was like one
of the first to get hit with webdesign.
You know, you had all of theseplatforms come out, like square
(07:01):
and wix, and you can build awebsite overnight, and some of
them I laugh at because I'm like, yeah, on a mobile device it's
gonna look like crap.
Also, where's the call toaction?
I mean, there's just all kindsof methodologies in web.
If you want to know that, youcan go to nerdbrandagencycom,
slash web design and see it, butat the end of the day, it's
like um, it's a great starter.
It's a great starter, but it'sdefinitely not going to get you
(07:22):
to your goals.
So that's and that's just beingtransparent.
So, when it comes to corecreative work, you know you got
to double down on what makes youyou, um, your perspective, your
passion, your weird littlequirks that's what's going to
set you apart.
Some say that's your why.
Now, if you need to figure outhow to word that, how to say
that that's perfectlyunderstandable, anybody that is,
(07:45):
as this of this week it'ssingle awareness day on Friday
you know you have to think aboutlike, oh, I got this dating
profile and I got to write a bio.
Nobody likes to write a bioabout themselves.
So well, we'll do it for you.
That's okay.
We'll go straight, but we'regoing to interview the crap out
of you, so you can kind of, weneed to get what we need to get
(08:05):
out of you to make that work andmake it likable, and that's
just a normal thing, normalthing.
So you know, if you need alittle help figuring out your
why, that's what we're for,that's branding, so, anyhow,
that's part of what services are.
So, if you're using AI in yourprocesses, it's okay to let
people know.
You don't have to hide it, butauthenticity of doing so that's
going to be very importantbecause people can spot the
(08:27):
difference.
I mean, we, as an agency, useAI.
Now how we use it and how Iprompt it, that's a secret.
How we use it and how I promptit, that's a secret.
So therefore, meaning behindthat is how I ask my questions
to the robot, how I ask it, akaprompt.
That is something that'sdefinitely a trade secret for
every industry, every agency orevery business that uses it.
(08:52):
You don't have to be transparentwith it.
You can, because we're nottalking about search.
This isn't searching forsomething.
This is literally like walkingup to a concierge desk at a
hotel or at a resort and it'skind of what's going on.
And if you walked up and said Iwant to have fun, that person's
going to look at you and golike welcome to Disney World.
(09:13):
Or maybe they'll look at youand go like, uh, welcome to
Disney World.
Or maybe they'll look at youand go like, sir, this is a
Wendy's, you just don't know.
So you got to be very carefulabout how you prompt if you're
going to expect to get a certainoutput.
So the future of the content Istill believe is human, which
means AI is a friend.
(09:34):
It doesn't necessarily mean itwon't become a foe.
I think it will for some thataren't careful and, just, you
know, using um decisiveness withregards to their business
decisions and marketing oradvertising to to look at
something and say, okay, I couldtell ai generated that and
that's fine.
Um, it gets us a starting pointfor a conversation, cool.
(09:57):
But if it's turned over as inand out, this is it, have a nice
day.
Well, you know, there was workand thought that went into that
before you were given that inregards to the prompting.
But, yeah, you got to have adiscussion and disseminate the
data with each other.
It's like you know data is.
It can be pretty objective.
(10:19):
I mean, you know, if you say49% of marriages in divorce,
it's kind of a given that 51%end in death.
So we don't.
Sometimes data is just thatblock, you know, and you need a
little something extra, and Ithink that little something
extra ai can't do.
That's still going to be ahuman being, um, but it can help
(10:40):
us get there to where we need,when it regard, when regards to
try to create a connection orcreate a story or you know, that
human spark and that element.
I don't think you're going toget anything that's going to
replace that.
So let's go to some Google newsthough, shall we?
Because Google has had a heckof a month.
You know there has been someproblems with search.
(11:04):
That has resulted in a lot ofwebsites losing traffic.
So if you see traffic drops,don't yell at your marketer.
It's not their fault.
There has been some problemswith their business profile
pages literally broken.
So if you've been working onthose and you don't know why,
again it's not your agency ormarketer's fault.
There's something going on andthey admit that.
(11:25):
I guess somebody tripped overan internet cable and spilt
internet all over the floor.
Regardless, they're working onthat.
I haven't had an update to seeif they fixed it.
I believe by now they would.
It's been like two or threedays and then google's fourth
quarter results came out, andnow seo and pay-per-click people
are kind of raising someconcerns because they're
(11:45):
starting to see um shifts inuser behavior, and we saw that
during covid, where d2c brandsreally took off and then they
started tapering as everybodycame back two, three years later
.
Um changes to google search.
I don't know if y'all havenoticed this or not.
Um really pay attention towhat's going on on these pages.
(12:06):
It's kind of a mess.
Uh, I was looking for somethingthe other day just to kind of
have a little bit of fun, try tofigure something out, and uh,
there were three sponsored ads,but I couldn't tell they were
sponsored ads anymore.
It just said on one linesponsored ads and then the three
underneath it.
I mean, it was just.
It was hard to discern, like,okay, what's organic and what's
paid here, and that's kind ofconcerning with search ads,
(12:27):
which search ads are usually aloss leader anyway, but still it
became a little bit of a mess.
And then you always have yourpeople also ask.
And then there's SEOers thatare like, oh, we got to do
frequently asked questions andyou should, but to try to get
into that space, if it's alreadysomeone's already there, you
getting into there unless youhave a really really high domain
(12:47):
with high authority, more thantheirs, and the content is
really good.
I probably not.
So, um, you know thecompetition to Google has arisen
because of these issues um,errors, messy search result
pages, um, shifting userbehavior.
(13:07):
It's all opened Google up tobecome vulnerable to competition
.
Uh, bing is not forgotten,though Many, many of us have.
It shouldn't be.
It should be in your strategyfor both organic and paid,
especially if you're running ane-commerce store.
And so then you have water,economic and market conditions
(13:31):
and those are probably moreimpactful because you know
people won't make certainpurchases if they don't feel
that society is going in adirection that makes them feel
like that.
You know they will havesecurity in two to three years.
Some of that's overblown and I'mnot getting into that
politically, but at the end ofthe day it's sort of the
(13:52):
investor mindset.
You know, am I going to investin that?
I've seen housing prices drop.
I've seen more houses go up forsale.
That could be a good sign.
Just have to watch the rates.
So there's all these littleminutiae factors that go into
everything, and Google is.
You know they suffer from thatnow as well.
They used to be the king of theheat.
(14:12):
Now it's going to get harderfor them and in a way, that's a
good thing.
So you know a lot of organictraffic for is the parent
company of Google they're making.
You know it's becominginexpensive for them to compute
(14:41):
these results.
But at the end of the day, youstill have, like, the list here
of meta, open AI, nvidia, aws,which is Amazon Web Services.
Everybody's investing in AI tocompute and provide the demand
of people going into that andgetting information from it.
You know, we would search forsomething and we would focus on
(15:04):
keywords, and then we wouldfocus on comparison keywords and
then long tail and da, da, da,da da in search and the
computation necessary in thedata centers.
For that was, you know, achallenge at first.
But then here we are.
Well, ai is, for all I know,quadrupling that necessity of
(15:25):
need of energy and output.
So there's infrastructurechanges that are a challenge for
Google now as well.
That used to not be used, to notbe, um, and so you have a lot
of factors in the market, um,that that google is subjected to
when they're like okay, wecan't, we're, we're no longer
immune to competition because weneed to build a data center and
(15:45):
we need to build a power plantnext to the data center, and
blah, blah, blah, and somebodycomes in and says you can't just
build a power plant, you'regoogle.
What are you doing?
That's probably an extremehyperbolic, but it it's.
You get the point.
So it's just under pressure nowfrom other AI competition.
Um, it's no longer the king ofthe heap, um, so one of the
(16:08):
things that the big picture isbecause of the search engine
changes.
Um, buyer behavior is shifting,so what this means is that when
you search for something, you'retrying to find an answer, just
like anyone else would.
If Google gives it to youdirectly and quickly, you're
good.
If it doesn't, you keep lookingon something else.
You'll try something else.
(16:29):
You'll try Firefox, you'll tryanother.
You'll just try another browser, duckduckgo, whatever.
You'll try something else.
Typically, that's happening moreand more, I think because of
Google's instability and it hassome instability, in my opinion.
Summaries of the search resultsare becoming a thing.
(16:51):
We're seeing that acrossmultiple devices, operating
systems and just everywhere.
I mean Google put out an adcampaign that I thought was
interesting, that advertised itscapabilities as Gemini in order
to summarize results for people.
So think of it as if youremember Google search results
(17:12):
or a list of what we call bluelinks, and it's just a listing
of recommendations based on thesearch result you entered in.
Now the AI will plug into thatpage, that search result page,
and it'll summarize all of thoseresults for you, so you don't
have to click on them.
Well, what does that do towebsite traffic?
Well, it's going to tank it forthose websites listed on each
(17:32):
one of those blue links, andthat creates a lot of disruption
in the industry, a lot ofdisruption.
So now, what do you do?
Well, there's going to have tobe a lot of thought behind what
SEO and search engine marketingis moving forward.
We're going to have to be verycareful and pay attention and
not just throw things on thewall.
And if you're a business that'sused to throwing things on the
(17:55):
wall, I would say by June you'regoing to feel this in a very
hateful way and don't yell atyour agency.
Um, technology and the internetis changing right in front of
us.
Uh, it's a good thing to badthing.
Um, there's a lot of stuffhappening in the news cycle that
is overwhelming.
Um, you know, did most of youeven know there's an asteroid
(18:16):
that's going to hit the earth in2032?
I'm not making this up.
I'm not making this up.
Go Google it.
Apparently, in December, merryChristmas, we're going to get
hit by an asteroid.
I don't know how big it is.
They're not really saying.
Apparently, it's a a prettydecent-sized asteroid and it's
like a 2% chance it's going tohit 2%.
(18:39):
I know you're like 2%.
Call me when it's 50.
I think you should be concernedif it's any percent.
But I'm not sitting here goinglike end of the world and the
content is getting that waywhere it's getting more and more
sensationalized to get yourattention Sort of a clue that
(18:59):
things are getting very crowded.
And Google search engine is notany different.
It's getting very crowded whenyou just need the simple answer,
and that's why I think thesummaries happened.
So we're all trying to figureout in our own organic brains
how to consume content, butthere's so much of it coming at
(19:21):
us it's not possible.
So 2025, moving forward, isgoing to be a very interesting
era, because what we're allplugged into, we all cannot know
what's going on everywhere atonce Unlike that movie.
Going on everywhere at once,unlike that movie.
So I would recommend that youpick a lane, you pick a
profession, you pick a strategy,you execute that strategy and
(19:43):
you stick to it, and that isyour differentiator.
If you like this episode of theNerdBrand Podcast, you know
where to go to find more.
We are at nerdbrandagencycomslash podcast, new episode every
Friday, and I want to say goodnight, good evening, see you
next week or whatever the thingsare.
(20:05):
Keep your nerd branch strong.
Hey everybody, welcome to this episode of the
NerdBrand podcast where we'regoing to talk about is AI your
friend or your foe?
Coming next.
Welcome everybody to thisepisode of the NerdBrand Podcast
(00:33):
.
Where is AI a friend or foe?
Oh, we love talking about thissubject so much, so much, so
(00:53):
much.
So you know, look, this is forsome reason, I get, I get
exhausted with AI because let'sjust focus on the generated
content aspect.
You know, the it's going to bea very crowded space very
quickly and we're going to startseeing a lot of people fall
away because they've kind of putall their eggs in this basket
of.
You know, having this robot dowork for them, and I think a lot
of content creators are alsoscreaming about it.
It's like you say a four-letterword when you mention AI in
(01:14):
front of a graphic designer oranybody that does creative work.
Quite honestly, a lot of themare starting to adopt it anyways
, probably for ideas and thingslike that.
So that's exactly what it's for.
It's been making some seriouswaves in the content creation
game.
I mean, you've got articles andimages and music that's
composed by it and it's allimpressive.
But is it how?
How good is it really?
Um, you know, when you make thething you're kind of focused on
(01:36):
, like, oh, that looks reallypretty.
But when you throw that into amarketing or advertising
campaign, now you have to reallyjudge, like, okay, that is
going to drive the success, onwhether or not this campaign is
going to be successful.
So you can start stacking upfive things made with AI, five
things made by humans, and youcan probably see a difference I
(01:56):
would bet in performance, and itmay be good in one way or bad
the other way, or maybe it's acomplete wash.
Who knows?
It depends on what you'reputting out there.
But AI really excels at thetechnical stuff.
I do give it credit for that.
If you need a productdescription whipped up, that's
your buddy.
If you want basic news summary,boom.
It's efficient, it's fast and,opposed to six months ago, I
(02:18):
found that it could be prettyaccurate.
But when it comes to creativitylike genuine creativity that
makes your brain tingle and theheart feel light it's going to
fall flat just a tad bit.
You know it is a good mimic ofstyle.
It can analyze a lot of dataand spit out something that
looks like it was human created,which is fine, which is fine at
(02:42):
the end of the day, that datastill needs the discernment of a
human to interpret anddisseminate that data.
And, whether or not you know,if you're a business owner,
that's your business, it's yourstrategy.
Don't turn the keys over to AI.
If you're having issues withrevenue, get a consultant.
But it's really talented.
It's just a talented mimic andyou know it's technically
(03:03):
proficient, which helps.
But you have to remember it'ssort of like Star Trek, the Next
Generation Data.
You know, if you've everwatched that show, data is very.
He doesn't even usecontractions, he's just very
anal, very straight, and in andout it's a one and zero.
And until he gets this emotionchip and then now his character
(03:25):
becomes more fun, I'm sure brentspiner, the actor, was really
awesome to be like.
Finally I get range to workwith as an actor, um, and so ai
is sort of in that.
That's pretty much kind of.
What I see is happening is thatit's getting really proficient
at the basics and theneventually we'll start to maybe
see it blossom into some otherum.
You know thoughts and andprovocative things that you we
(03:46):
would expect from a human tosome degree.
But all of this brings to theconsumer side of things, so we
are becoming more aware of itand more of us don't seem to
care.
You know, if the information issolid and you just want the
thing and it's doing the thingand you don't really care what
(04:07):
it looks like, care what it says, you know, good, that is
something's out there, then Okay, um.
However, at the end of the day,when you start to see revenue
drop, when you start to seethings happening you know what
you've been doing for the lastfive years you may need to
change and that may be a harddecision.
You may have to spend moremoney to stay competitive.
You may have to change outthings to stay more competitive.
It doesn't say that you have tochange agencies, because if you
(04:29):
do that now, you have toretrain that agency, its team,
all about your business, tolearn all about it all.
You might want to considerother ones and not get all tied
up into like one particularthing, like social media or
(04:50):
email or, you know, direct mailor whatever you need to really
have and really consider in thisday and age of AI and
omni-channel approach Um,something that many businesses
should have been doing 20 yearsago, but that's where we are.
So, as we become more aware ofAI and some people don't care
(05:10):
the value of authenticity, itsquirks, the flaws even.
I mean people want to connectwith a real person and not a
computer or a robot algorithm,whatever you want to call it.
So think about it You're morelikely to trust a heartfelt
review from a real person than aperfectly crafted sort of
generic generated one by AI.
(05:33):
And that's the human elementthat really makes the difference
in that, because that story,that experience they give you
could relate not just to oneperson but a group of people.
It's hard to do that, and humanexperiences tend to touch more
and relate more, and that's kindof it.
If you're just looking for propvalue, you know AI will be good
(05:56):
for that.
But if you're looking for, likea story, a narrative that I
think still you're going to haveto rely on, you can get the
idea of how to craft it, you canget the parameters so that
people don't chase rabbits intheir testimonials.
But at the end of the day,you've got to really focus on
like.
You need that story, you needthat face, you need that
personality.
So the takeaway for contentcreators is obviously they're
(06:18):
not.
They shouldn't panic on this.
It's not going to replace you.
It's not going to replace anyof us.
In fact, it's going to enhancethe services we offer.
It's just a tool.
When Adobe Creative Cloud cameout with content, smart content
or content aware they demoed apicture of a landscape and there
was a tree in it.
It was a picture, not a graphic, and they used the content
(06:40):
aware tool to remove the treefrom the image and everybody
went whoa Well, that didn'tdevalue photographers.
Use the content aware tool toremove the tree from the image,
and everybody went whoa well,that didn't devalue
photographers, it didn't devaluethe image.
Um, and in web, you know, foryears, I mean, web was like one
of the first to get hit with webdesign.
You know, you had all of theseplatforms come out, like square
(07:01):
and wix, and you can build awebsite overnight, and some of
them I laugh at because I'm like, yeah, on a mobile device it's
gonna look like crap.
Also, where's the call toaction?
I mean, there's just all kindsof methodologies in web.
If you want to know that, youcan go to nerdbrandagencycom,
slash web design and see it, butat the end of the day, it's
like um, it's a great starter.
It's a great starter, but it'sdefinitely not going to get you
(07:22):
to your goals.
So that's and that's just beingtransparent.
So, when it comes to corecreative work, you know you got
to double down on what makes youyou, um, your perspective, your
passion, your weird littlequirks that's what's going to
set you apart.
Some say that's your why.
Now, if you need to figure outhow to word that, how to say
that that's perfectlyunderstandable, anybody that is,
(07:45):
as this of this week it'ssingle awareness day on Friday
you know you have to think aboutlike, oh, I got this dating
profile and I got to write a bio.
Nobody likes to write a bioabout themselves.
So well, we'll do it for you.
That's okay.
We'll go straight, but we'regoing to interview the crap out
of you, so you can kind of, weneed to get what we need to get
(08:05):
out of you to make that work andmake it likable, and that's
just a normal thing, normalthing.
So you know, if you need alittle help figuring out your
why, that's what we're for,that's branding, so, anyhow,
that's part of what services are.
So, if you're using AI in yourprocesses, it's okay to let
people know.
You don't have to hide it, butauthenticity of doing so that's
going to be very importantbecause people can spot the
(08:27):
difference.
I mean, we, as an agency, useAI.
Now how we use it and how Iprompt it, that's a secret.
How we use it and how I promptit, that's a secret.
So therefore, meaning behindthat is how I ask my questions
to the robot, how I ask it, akaprompt.
That is something that'sdefinitely a trade secret for
every industry, every agency orevery business that uses it.
(08:52):
You don't have to be transparentwith it.
You can, because we're nottalking about search.
This isn't searching forsomething.
This is literally like walkingup to a concierge desk at a
hotel or at a resort and it'skind of what's going on.
And if you walked up and said Iwant to have fun, that person's
going to look at you and golike welcome to Disney World.
(09:13):
Or maybe they'll look at youand go like, uh, welcome to
Disney World.
Or maybe they'll look at youand go like, sir, this is a
Wendy's, you just don't know.
So you got to be very carefulabout how you prompt if you're
going to expect to get a certainoutput.
So the future of the content Istill believe is human, which
means AI is a friend.
(09:34):
It doesn't necessarily mean itwon't become a foe.
I think it will for some thataren't careful and, just, you
know, using um decisiveness withregards to their business
decisions and marketing oradvertising to to look at
something and say, okay, I couldtell ai generated that and
that's fine.
Um, it gets us a starting pointfor a conversation, cool.
(09:57):
But if it's turned over as inand out, this is it, have a nice
day.
Well, you know, there was workand thought that went into that
before you were given that inregards to the prompting.
But, yeah, you got to have adiscussion and disseminate the
data with each other.
It's like you know data is.
It can be pretty objective.
(10:19):
I mean, you know, if you say49% of marriages in divorce,
it's kind of a given that 51%end in death.
So we don't.
Sometimes data is just thatblock, you know, and you need a
little something extra, and Ithink that little something
extra ai can't do.
That's still going to be ahuman being, um, but it can help
(10:40):
us get there to where we need,when it regard, when regards to
try to create a connection orcreate a story or you know, that
human spark and that element.
I don't think you're going toget anything that's going to
replace that.
So let's go to some Google newsthough, shall we?
Because Google has had a heckof a month.
You know there has been someproblems with search.
(11:04):
That has resulted in a lot ofwebsites losing traffic.
So if you see traffic drops,don't yell at your marketer.
It's not their fault.
There has been some problemswith their business profile
pages literally broken.
So if you've been working onthose and you don't know why,
again it's not your agency ormarketer's fault.
There's something going on andthey admit that.
(11:25):
I guess somebody tripped overan internet cable and spilt
internet all over the floor.
Regardless, they're working onthat.
I haven't had an update to seeif they fixed it.
I believe by now they would.
It's been like two or threedays and then google's fourth
quarter results came out, andnow seo and pay-per-click people
are kind of raising someconcerns because they're
(11:45):
starting to see um shifts inuser behavior, and we saw that
during covid, where d2c brandsreally took off and then they
started tapering as everybodycame back two, three years later
.
Um changes to google search.
I don't know if y'all havenoticed this or not.
Um really pay attention towhat's going on on these pages.
(12:06):
It's kind of a mess.
Uh, I was looking for somethingthe other day just to kind of
have a little bit of fun, try tofigure something out, and uh,
there were three sponsored ads,but I couldn't tell they were
sponsored ads anymore.
It just said on one linesponsored ads and then the three
underneath it.
I mean, it was just.
It was hard to discern, like,okay, what's organic and what's
paid here, and that's kind ofconcerning with search ads,
(12:27):
which search ads are usually aloss leader anyway, but still it
became a little bit of a mess.
And then you always have yourpeople also ask.
And then there's SEOers thatare like, oh, we got to do
frequently asked questions andyou should, but to try to get
into that space, if it's alreadysomeone's already there, you
getting into there unless youhave a really really high domain
(12:47):
with high authority, more thantheirs, and the content is
really good.
I probably not.
So, um, you know thecompetition to Google has arisen
because of these issues um,errors, messy search result
pages, um, shifting userbehavior.
(13:07):
It's all opened Google up tobecome vulnerable to competition
.
Uh, bing is not forgotten,though Many, many of us have.
It shouldn't be.
It should be in your strategyfor both organic and paid,
especially if you're running ane-commerce store.
And so then you have water,economic and market conditions
(13:31):
and those are probably moreimpactful because you know
people won't make certainpurchases if they don't feel
that society is going in adirection that makes them feel
like that.
You know they will havesecurity in two to three years.
Some of that's overblown and I'mnot getting into that
politically, but at the end ofthe day it's sort of the
(13:52):
investor mindset.
You know, am I going to investin that?
I've seen housing prices drop.
I've seen more houses go up forsale.
That could be a good sign.
Just have to watch the rates.
So there's all these littleminutiae factors that go into
everything, and Google is.
You know they suffer from thatnow as well.
They used to be the king of theheat.
(14:12):
Now it's going to get harderfor them and in a way, that's a
good thing.
So you know a lot of organictraffic for is the parent
company of Google they're making.
You know it's becominginexpensive for them to compute
(14:41):
these results.
But at the end of the day, youstill have, like, the list here
of meta, open AI, nvidia, aws,which is Amazon Web Services.
Everybody's investing in AI tocompute and provide the demand
of people going into that andgetting information from it.
You know, we would search forsomething and we would focus on
(15:04):
keywords, and then we wouldfocus on comparison keywords and
then long tail and da, da, da,da da in search and the
computation necessary in thedata centers.
For that was, you know, achallenge at first.
But then here we are.
Well, ai is, for all I know,quadrupling that necessity of
(15:25):
need of energy and output.
So there's infrastructurechanges that are a challenge for
Google now as well.
That used to not be used, to notbe, um, and so you have a lot
of factors in the market, um,that that google is subjected to
when they're like okay, wecan't, we're, we're no longer
immune to competition because weneed to build a data center and
(15:45):
we need to build a power plantnext to the data center, and
blah, blah, blah, and somebodycomes in and says you can't just
build a power plant, you'regoogle.
What are you doing?
That's probably an extremehyperbolic, but it it's.
You get the point.
So it's just under pressure nowfrom other AI competition.
Um, it's no longer the king ofthe heap, um, so one of the
(16:08):
things that the big picture isbecause of the search engine
changes.
Um, buyer behavior is shifting,so what this means is that when
you search for something, you'retrying to find an answer, just
like anyone else would.
If Google gives it to youdirectly and quickly, you're
good.
If it doesn't, you keep lookingon something else.
You'll try something else.
(16:29):
You'll try Firefox, you'll tryanother.
You'll just try another browser, duckduckgo, whatever.
You'll try something else.
Typically, that's happening moreand more, I think because of
Google's instability and it hassome instability, in my opinion.
Summaries of the search resultsare becoming a thing.
(16:51):
We're seeing that acrossmultiple devices, operating
systems and just everywhere.
I mean Google put out an adcampaign that I thought was
interesting, that advertised itscapabilities as Gemini in order
to summarize results for people.
So think of it as if youremember Google search results
(17:12):
or a list of what we call bluelinks, and it's just a listing
of recommendations based on thesearch result you entered in.
Now the AI will plug into thatpage, that search result page,
and it'll summarize all of thoseresults for you, so you don't
have to click on them.
Well, what does that do towebsite traffic?
Well, it's going to tank it forthose websites listed on each
(17:32):
one of those blue links, andthat creates a lot of disruption
in the industry, a lot ofdisruption.
So now, what do you do?
Well, there's going to have tobe a lot of thought behind what
SEO and search engine marketingis moving forward.
We're going to have to be verycareful and pay attention and
not just throw things on thewall.
And if you're a business that'sused to throwing things on the
(17:55):
wall, I would say by June you'regoing to feel this in a very
hateful way and don't yell atyour agency.
Um, technology and the internetis changing right in front of
us.
Uh, it's a good thing to badthing.
Um, there's a lot of stuffhappening in the news cycle that
is overwhelming.
Um, you know, did most of youeven know there's an asteroid
(18:16):
that's going to hit the earth in2032?
I'm not making this up.
I'm not making this up.
Go Google it.
Apparently, in December, merryChristmas, we're going to get
hit by an asteroid.
I don't know how big it is.
They're not really saying.
Apparently, it's a a prettydecent-sized asteroid and it's
like a 2% chance it's going tohit 2%.
(18:39):
I know you're like 2%.
Call me when it's 50.
I think you should be concernedif it's any percent.
But I'm not sitting here goinglike end of the world and the
content is getting that waywhere it's getting more and more
sensationalized to get yourattention Sort of a clue that
(18:59):
things are getting very crowded.
And Google search engine is notany different.
It's getting very crowded whenyou just need the simple answer,
and that's why I think thesummaries happened.
So we're all trying to figureout in our own organic brains
how to consume content, butthere's so much of it coming at
(19:21):
us it's not possible.
So 2025, moving forward, isgoing to be a very interesting
era, because what we're allplugged into, we all cannot know
what's going on everywhere atonce Unlike that movie.
Going on everywhere at once,unlike that movie.
So I would recommend that youpick a lane, you pick a
profession, you pick a strategy,you execute that strategy and
(19:43):
you stick to it, and that isyour differentiator.
If you like this episode of theNerdBrand Podcast, you know
where to go to find more.
We are at nerdbrandagencycomslash podcast, new episode every
Friday, and I want to say goodnight, good evening, see you
next week or whatever the thingsare.
(20:05):
Keep your nerd branch strong.
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