Quality Content Wins: How Google's New Update Will Separate Winners from Losers

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Episode Transcript

Jason (00:00):
Hey everybody, welcome to this episode of the NerdBrand
Podcast where we're going totalk a little bit about Google's
algorithm changes and how it'sgoing to drive everybody nuts.
Whee, welcome to this episodeof the NerdBrand Podcast where I

(00:35):
talk really fast because Idon't know why it's a Friday and
I kind of want to just go tobed.
Allergies are driving everyonenuts, can I say that?
And I think all of you will sayamen.
So anyways, let's get startedwith google news.
Google is updating, well,currently rolling out a new
algorithm update.
Now what that means code is forseo professionals and website

(00:59):
owners to immediately set theirhair on fire and beginning to
run around in circles wonderingwhy is the world ending?
Because none of us really knowwhat's in it or what's coming.
It's going to be one of those.
We're going to roll this outand you will find out.
So if you have a website that isnot a quality design or content

(01:21):
on it, I probably would suggestthat you get that fixed, or
content on it, I probably wouldsuggest that you get that fixed.
So having somebody do an auditor review of your pages and your
domain and its healthimmediately would be advisable
and, being an agency owner, Ican suggest a couple people that
are nerds that could help.
One of the things that Googleis just hammering about is

(01:42):
quality of content, and a lot ofthis is because, yes, ai AI has
obviously disrupted a lot ofthings in the world of well for
what I do for a living but it issomething that is not going to
be avoidable.
Everybody has gone gaga over AIand large language models, but

(02:04):
the problem is it's that it'sgoing to be one of these things
where it's going to be justyou're going to need to do it.
You're going to need a human,because we have a lot with AI
that's useful and that isamazing and there's a lot of
great tools there.
But, unfortunately, when you aretrying to communicate to people

(02:26):
and you're not using someonethat can help you navigate those
waters and you're purely justcopy pasting um, artificial
intelligence, writing copy ontosome platform, whether it be an
ad or your blog or your websitegoogle doesn't like that and, um
, those of you that have beendoing that, you might see some
problems coming up.

(02:46):
Um, because Google is makingtons of changes.
They've got a new robots textfile.
If you don't know what that is,again call us, we'll help.
Uh, they've got that going out.
They've got.
Um.
You know ways that you can.
There are ways to find out ifyour brand is visible with
generative AI and there's waysto find out if you're visible

(03:09):
basically on the search engineat all, because when this thing
flips from a search box to an AIprompt, it's going to be very
different and it's going to beharder for you to be seen if
you're not up to speed on yourcontent or your website's not
updated or of good quality onyour content or your website's
not updated or of good quality.
So it's going to be a very,very tough year for revenue

(03:36):
growth.
It's going to be a very toughyear for, I think, companies
that haven't really done a greatjob budgeting.
If you are struggling with that, it's always worth talking to a
business consultant or a firmlike ours that can review the
brand and sort of get a 50,000foot view of where is your
budget going and is your adbudget being spent well or is
the marketing budget being spentwell?
There is a thing aboutdiminishing returns because

(03:58):
you're spending too much,perhaps in one channel and not
paying attention to what'shappening in another and having
a daily or even a weekly personthat's watching.
That, um, is invaluable, as wejust see changes, it seems,
every day now in this world, andso, um, it's very tough to keep
up with if you don't have astrategy and a system like that

(04:20):
in place.
Um, that's something that I'mseeing a lot of with businesses
that are I'm not your CFO.
I could not begin to fathomwhat your margins are to help
you come up with an offer, butI'm more than happy to do an ad
to promote that offer and tobrainstorm with you over that
offer.
But you know, declaring out ofthe blue 15% off.

(04:44):
I don't know if that'ssomething you can absorb and
still make money.
So that's something you have tobe able to articulate to any
agency you hire that is going torun ads for you.
Google has opened GeminiDeepMind whatever research.
I haven't used it myself.
It's brand new, I think, as oftoday, but anyways, it's

(05:06):
expanded it with its free.
It's limited access, but it'sexpanded it to its free users.
I got another cool thing to say, like flash thinking.
So I feel like, again, when itcomes to AI, use it very
strategically, sparingly and, um, be careful to not try to have

(05:27):
it do the work for you or thework that another employee would
do.
That is going to be viewed asmore valuable, especially if
you're trying to get attentionor visibility on the search
engine.
And notice, I said visibility,not rank.
So with the rollout it's goingto have more enhanced reasoning
capabilities, personalizationfeatures, expanded app

(05:48):
connectivity to external appsthat you may want to use, and so
there are some things with thatthat I think will be very
beneficial for businesses asthey start to sort of really dig
into their data, becausedata-driven branding is a thing
and it's what we do, it's whatwe like to learn.
We want to see the landscape ofwhere you are before we make
any moves, because you couldhead 100 miles per hour straight

(06:08):
off a cliff and not know it,because, as far as you're
concerned, you can see thehorizon and the sun's there and
it's fine, but really it's atrick of the eye and you're
headed toward a cliff.
So these things we know how todo to fine, but really it's a
trick of the eye and you'reheaded toward a cliff.
So, um, this, these things weknow how to do to use as nerds,
we're proficient in these things, we stay up to date with this

(06:30):
stuff, and then, when we run adcampaigns, um, all your channels
, that everything you look forfrom another person.
Like I want to do Google ads, Iwant to do social media posts,
I want to do that.
That's great, um, but it'sgotta be rolled up into a
campaign that makes sense, thatpeople will want to be attracted
to, to watch, click on,interact with and, hopefully, uh
, do business with you, and thenthat's where all the magic and
how things are going.

(06:51):
So I hope that, um, some ofthat thinking is in place and
some of the budgets are readyfor that, because, boy, it's
expensive and you know, that'sjust kind of how it is.
So NerdBrand has a new personcoming back into the team.
Michaela Meek is returning asproject manager for NerdBrand to

(07:13):
keep all the nerds herded.
That's her job, and so maybeyou won't see her out networking
, maybe not.
It's kind of up to her.
Um, it's more of an internalrole that she's coming back to
and, uh, it will be a full timeposition and she starts in April
.
And, speaking of that, it'skind of clinky dinkle that, uh,
april is nerd brands five yearunofficial five year anniversary

(07:35):
.
So we have been doing this forfive years as a team, started
with me and Mitch in a parkinglot talking about all these
marketing companies and nobranding being done or messaging
being developed, and so justdeliverables of end point
tactics to people and not areally holistic strategy, which

(07:57):
is what we wanted to do.
And that's why we dodata-driven branding.
And we do what we do because,um, we tried, we knew that
technology was just going tocontinue to evolve and, uh, we
felt that a cornerstone ofthings that would keep steady
and be there always be there isbranding and advertising, um,
going hand in hand.
And then not to compete withmarketing or discounted Cause

(08:18):
that is not what we're saying.
This is not a siloed thing.
This is more of an enhancementto make it work better for a
better return on investment.
So we're very excited forhaving Michaela back and we're
looking forward to what we'regoing to be doing in the next
few months.
So back to Google.
So these model updates and,with DeepMind and everything

(08:43):
coming out to some free users,I'd love to know how people are
their opinions of AI.
If you go to our Facebook page,leave a comment and let us know
, got sort of a light idea ofwhat it will do, but I do warn

(09:05):
that anyone out there that isapproaching you about artificial
intelligence and how it's justgoing to make you all kinds of
money.
Just throw a red flag up onthat.
I'm not saying you have tocompletely discredit them,
depending on the source, becausethere are legitimate folks out
there, but I would warn againstthe buzz wording of it.
And there has to be a practicaluse for AI for your business.

(09:25):
And if it's not really apparentyet that there is one, then
it's fine.
It's not ready yet.
Your business isn't ready orthe technology is just not there
, and that's a legitimateconcern and reason to not jump
on the bandwagon, because allthe cool kids are concern and
reason to not jump on thebandwagon because all the cool
kids are.
I think that looking forward isthe content, the quality of the

(09:45):
content.
If you're blogging, if you havewebsite copy, that's a static
sales slick.
If you have social media goingout, think about your tone,
think about how you'recommunicating and what you're
saying, and not just throwingstuff out there and hoping
people will click on it.
You're always going to get abetter return on your investment
for that.

(10:06):
But you're going to needpartners.
You're going to need solidpeople that understand your
business, your brand and thecustomers that you're trying to
interact with in order to makethat successful.
And it is a long cycle, but youknow we've seen long games
actually do work.
It takes time and patience toget there.
If you're in a revenue crunchand you're making less than
200,000 a year annually and youhave one person who's employed

(10:30):
and that's yourself andeverything else is an expense, I
understand marketing may not befor you, but if you're
gainfully making 250,000 plus ayear and you have employees, we
definitely would like to talk toyou and feel like that there
could be some verticals that wecould get you into and help you
grow, and especially using thesestrategies and trends.

(10:55):
So that is about it for thisepisode.
It's a really short one becauseI woke up late on a Friday and
I had a bunch of emails to doand some meetings to do and you
know it is just a running at 180miles an hour.
So, um, I appreciate all of ourlisteners out there.
Over the last five years, weare approaching 250 episodes, we

(11:15):
are hitting our fifth year andan anniversary as a brand, and
it's just absolutely nuts.
Maybe one day I'll get back outthere and shake hands again
with people that I haven't seenin a while, but for right now
this is all the Jason you get.
So if you enjoy this podcast,go to nerdbrandagencycom slash
podcast.
You can subscribe to it, catchup on the latest episodes and

(11:37):
remember, keep your nerd brandstrong.