Marketing Against The Grain: How to Win at Search When AI is Changing Everything
Hosted by HubSpot Podcast Network | Release Date: December 3, 2024
In this enlightening episode of Marketing Against The Grain, hosts Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO) delve into the seismic shifts AI is causing in the realm of search marketing. Joined by guest expert Ross Simmons, author of Create Once, Distribute Forever and founder of Foundation, the discussion navigates through the evolving landscape of SEO, innovative content strategies, and the integration of AI tools to maintain and grow organic traffic in an AI-dominated future.
1. The AI Disruption of Search Engines
Kipp Bodnar (00:01):
“If you're worried about losing traffic from search engines, this is the episode for you.”
The episode kicks off with Kipp highlighting the pressing concerns marketers have regarding AI's disruptive impact on traditional search engine traffic. The introduction sets the stage for a deep dive into how AI, particularly large language models (LLMs) like ChatGPT, is reshaping the way content ranks and how marketers can adapt to these changes.
2. Understanding the Current State of AI in Search
Ross Simmons (02:43):
“The old way doesn't work. You can't just press, publish mediocre pieces and expect to rank because you have a few links.”
Ross emphasizes that the historical approach to SEO—relying on consistent publishing, understanding search intent, and building backlinks—is no longer sufficient. With Google's latest algorithm updates aimed at reducing mediocre content in search results, marketers must elevate their content quality to maintain visibility.
Guest Expert (02:50):
“AI generated content as it comes out of the LLMs probably isn't going to be sufficient enough for you to rank in the serp.”
The guest expert underscores the inadequacy of AI-generated content to compete against Google's AI-powered overviews, advocating for a return to content fundamentals infused with higher quality and authoritative insights.
3. Strategies to Adapt and Thrive Amid AI Disruption
Emphasizing High-Quality Content
Guest Expert (04:40):
“Double down on high quality content and make sure that the expertise and authority come through the content.”
To counteract the dilution of search visibility, Ross advises marketers to focus intensely on producing high-quality, authoritative content. This includes creating in-depth author pages, updating outdated content, and ensuring all material reflects expertise and trustworthiness.
Updating and Optimizing Existing Content
Ross Simmons (21:50):
“Identify pieces that have started to show decline and fix them up using AI augmented strategies.”
Ross elaborates on leveraging AI tools like Frase to analyze and rejuvenate older content. By identifying underperforming pieces and enhancing them with multimedia elements, updated statistics, and authoritative links, marketers can restore and even boost their search rankings.
Guest Expert (22:30):
“We use a checklist around every optimization to ensure that charts, graphs, YouTube videos, and internal links are incorporated.”
Implementing a systematic approach to content optimization ensures that every piece meets the elevated standards required in the new AI-influenced SEO landscape.
Diversifying Content Distribution Channels
Guest Expert (07:54):
“Reddit is a massive play. People self-identify in specific subreddits, making it an ideal platform for targeted content distribution.”
With Google no longer being the sole gatekeeper of organic traffic, Ross recommends expanding content distribution to platforms like Reddit and LinkedIn. By engaging in niche communities and tailoring content to each platform's unique audience, marketers can capture attention outside traditional search channels.
Kipp Bodnar (12:09):
“Understand where you're playing and what the incentives are where you're playing.”
Understanding platform-specific algorithms and leveraging their incentives, such as LinkedIn's push for video content, can significantly enhance content visibility and engagement.
4. Utilizing AI Tools for Content Creation and Optimization
Guest Expert (31:19):
“I do love Content Remix and HubSpot's tools. Descript, Riverside, 11 Labs—all are fantastic for enhancing content production.”
Ross shares his arsenal of preferred AI tools that aid in content creation and optimization. Tools like Content Remix and Descript streamline the transformation of blog posts into various multimedia formats, ensuring content remains fresh and versatile across different platforms.
Ross Simmons (26:14):
“Distribution AI is our tool that turns blog posts into multimedia assets for Reddit, LinkedIn, and more.”
Introducing Distribution AI, Ross highlights a proprietary tool designed to automate the distribution process, converting written content into formats suitable for multiple channels. This ensures that high-quality content reaches audiences wherever they are, maximizing reach and impact.
5. Balancing Content Production Channels
Guest Expert (09:40):
“50% of your team should focus on written content because the internet is still fundamentally built on the written word.”
Ross suggests a balanced approach to content creation, advocating for a significant portion of resources to remain dedicated to high-quality written content. This foundation allows for effective repurposing into other formats like video and audio, ensuring comprehensive coverage across all relevant platforms.
Ross Simmons (13:47):
“80% of your marketing efforts should go into surefire strategies, while 20% can be experimental.”
This strategic allocation ensures that most efforts are invested in proven methods, with room for experimentation to discover new opportunities ahead of competitors.
6. The Future of Search and AI
Guest Expert (19:29):
“Google traffic is still monumental, with over 80 billion monthly visits. The decline in traditional search usage will take decades, not years.”
Ross provides a realistic outlook on the future of search, asserting that while AI will gradually influence search behaviors, Google will remain a dominant force for the foreseeable future. This long-term perspective encourages marketers to continue optimizing for Google while simultaneously exploring new avenues.
Ross Simmons (18:53):
“Generative engine optimization is emerging, allowing brands to influence how LLMs respond to queries.”
Introducing the concept of Generative Engine Optimization (GEO), Ross explains how optimizing content not just for search engines but also for AI-driven responses can enhance visibility in AI-generated overviews, ensuring that brand messages are accurately represented.
7. Recommended AI Tools for Marketers
Guest Expert (31:19):
“Content Remix, Descript, Riverside, 11 Labs, Figma, Notion, Canva, Runway, and HeyGen are indispensable for modern marketers.”
Ross shares a comprehensive list of AI tools that enhance various aspects of marketing, from content creation and editing to distribution and multimedia production. These tools empower marketers to scale their efforts efficiently while maintaining high-quality standards.
Notable Mentions:
- Descript & Riverside: For audio and video editing.
- 11 Labs: For creating synthetic voices and enhancing audio content.
- Figma & Canva: For graphic design and visual content creation.
- Runway & HeyGen: For creating dynamic video content and avatars.
8. Conclusion and Final Thoughts
Ross Simmons (37:21):
“AI creates immense leverage for people with real domain expertise and creates problems for those who are lazy and bad at what they do.”
Ross concludes by emphasizing the transformative power of AI in amplifying the efforts of skilled marketers while exposing those who fail to adapt. He underscores the importance of investing in domain expertise and leveraging AI as a tool to enhance, rather than replace, human creativity and strategic thinking.
Kipp Bodnar (39:06):
“Thank you, Ross, for an in-depth exploration of everything that's changing. This is a must-listen for marketers aiming to stay ahead.”
The episode wraps up with Kipp expressing gratitude to Ross for his valuable insights, reiterating the episode's significance for marketers navigating the AI-driven evolution of search and content marketing.
Key Takeaways:
- Elevate Content Quality: Move beyond mediocre, AI-generated content by focusing on expertise, authority, and trustworthiness.
- Optimize Existing Content: Use AI tools to refresh and enhance older content, ensuring it remains relevant and competitive.
- Diversify Distribution: Expand beyond Google to platforms like Reddit and LinkedIn to capture broader audiences.
- Leverage AI Tools: Utilize advanced AI tools for content creation, editing, and distribution to maximize efficiency and reach.
- Balance Strategies: Allocate resources between proven content strategies and experimental approaches to stay ahead of the curve.
- Invest in Expertise: Strengthen domain expertise to harness AI effectively, ensuring content remains valuable and impactful.
By embracing these strategies, marketers can navigate the complexities introduced by AI in search, ensuring sustained visibility and growth in an ever-evolving digital landscape.