In Episode 89 of "What the Biz?!," hosts Daniel Proczko and Brigitte Vegter dive into the monumental shift happening in Google search and advertising due to the rise of AI. They reveal how AI-powered answers are impacting organic search traffic and what small business owners need to do to adapt. This episode provides a strategic roadmap for creating content that still wins, leveraging other platforms, and building your own audience to future-proof your business in the age of AI.
Listeners will discover:
- Why AI is not as "smart" as it seems and can get black-and-white answers wrong, causing havoc in areas like bookkeeping.
- How to create "deep" content that answers nuanced questions and is still likely to rank above AI summaries.
- The strategic necessity of shifting from SEO for search to creating content for awareness and audience building on platforms like YouTube and Facebook.
- The importance of building your own first-party data and email list, ideally within the next 3-6 months.
- Why advertising is not dead and how to find success by expanding your ad spend to platforms unaffected by Google's AI changes.
- The ultimate value of leveraging your unique expertise, real stories, and testimonials that AI cannot replicate.
Show Notes
In this episode, Daniel and Brigitte dive into the significant impact of AI on digital marketing and provide a strategic roadmap for business owners to adapt and thrive.
Key Takeaways:
- The AI Landscape is Changing: AI is now answering questions at the top of Google search, often pushing organic results lower on the page.
- Shift Your Content Strategy: No longer create content that answers simple, common knowledge questions. Instead, create deep, valuable content that AI cannot fully summarize.
- Build Your Own Audience: Move beyond SEO for search and focus on creating content for awareness and audience building on platforms like YouTube, Facebook, and Instagram.
- Create Gated, High-Value Content: Develop unique resources (like an ebook or guide) and use it as a lead magnet to build your email list and advertising audiences.
- Leverage Your Expertise: Win by sharing real stories, testimonials, and case studies that AI cannot replicate.
- Advertising is Not Dead: Social media and other ad platforms are largely unaffected by Google's AI changes. The hosts are seeing significant success by expanding their ad spend to these areas.
Resources Mentioned:
- Veritasium YouTube Channel: A science and engineering channel with an in-depth video on the math behind AI. Watch Video
- Google Gemini: Mentioned as Google's AI model that is changing search results.
- Host Projects:
- Daniel is seeing success with his new cleaning business pricing guide.
- Brigitte is dealing with new, unintuitive changes in the QuickBooks Online interface and AI features.
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Hosts
Daniel Proczko - myPocketMarketing
Brigitte Vegter - Vegter Financial
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