Podcast Summary: SEO 101 Episode 495 - Google Search Decline: AI Preferences, User Trust, and Ranking Volatility

Podcast Information:

• Title: SEO 101
• Host/Author: WMR.FM
• Description: SEO 101 is Search Engine Optimization from the very beginning. SEO 101 will teach you SEO from square one. Hosts Ross Dunn and Scott Van Achte provide helpful information for beginners without overwhelming you with technical details.
• Episode: SEO 101 Episode 495 - Google Search Decline: AI Preferences, User Trust, and Ranking Volatility
• Release Date: March 17, 2025

Introduction

[07:08 - 07:22]
Ross Dunn welcomes listeners to Episode 495 of SEO 101 on WMR.FM. He introduces himself as the CEO of Step 4th Web Marketing and his co-host, Scott Vanek, the Senior SEO at the same company. They immediately delve into the episode’s primary focus: the ongoing lawsuit between Google and Chegg, which centers around the impact of AI-generated overviews on search traffic and revenue.

Google vs. Chegg Lawsuit

[07:22 - 07:03]
Ross initiates the discussion by explaining that Chegg, a publicly traded educational company, has filed a lawsuit against Google. Chegg alleges that Google's AI overviews are adversely affecting their traffic and revenue. Ross summarizes Chegg's three main arguments:

1. Reciprocal Dealing: Google forces companies to supply proprietary content to be included in search results.
2. Monopoly Maintenance: Google unfairly exercises its monopoly power within search, engaging in anti-competitive conduct.
3. Unjust Enrichment: Google profits from Chegg's content without compensating Chegg.

Notable Quote: "Chegg is presenting them three main arguments... reciprocal dealing, monopoly maintenance, and unjust enrichment. Some pretty strong points there."
– Ross Dunn [04:04]

Scott agrees, emphasizing the validity of Chegg's claims and expressing frustration with Google's monopolistic practices.

Impact of AI Overviews on SEO

[05:27 - 07:08]
The hosts discuss the broader implications of AI overviews on search engine optimization. Scott highlights both the benefits and drawbacks:

• User Perspective: AI overviews provide quick, accurate answers for simple queries, enhancing user experience.
• Marketing Perspective: These overviews can diminish traffic to original content creators, negatively impacting their revenue and visibility.

Notable Quote: "From a user perspective, it's awesome. From a marketing perspective, it kind of sucks."
– Scott Vanek [05:27]

Ross suggests that Google should implement a more balanced approach by providing snippets with links to full content, fostering fairness for content creators.

Public Sentiment Towards Google Search

[07:22 - 11:14]
Ross and Scott delve into recent survey findings from Vox Media and The Verge, revealing that:

• 42% of people believe Google search is becoming less useful.
• 61% of Gen Z and 53% of millennials prefer using AI tools over traditional search engines.
• 76% notice that over 25% of Google Shopping results are sponsored, with only 14% finding these helpful.
• 55% rely more on community sources than online search platforms for information.

Notable Quotes: "There's the bad one."
– Scott Vanek [08:41]

"There's a lot of garbage, but if your local city has a TikTok page keeping you updated, that's great."
– Ross Dunn [10:03]

The hosts express mixed feelings about the shift towards AI and community-driven information, highlighting concerns over misinformation and the loss of traditional search reliability.

Google's Update on Personal Information Removal

[16:07 - 17:00]
Ross introduces an update from Search Engine Land regarding Google's enhanced "Results About You" tool. This update aims to simplify the removal of personal data from search results by:

• Providing alerts for personal information.
• Streamlining the takedown request process.
• Allowing users to request a recrawl of updated or removed content.

Scott notes potential abuse of this system, such as malicious actors attempting to manipulate search results by hacking websites. However, he acknowledges that Google’s proactive crawling could mitigate such risks.

Local SEO Insights

[20:02 - 23:33]
Ross and Scott address questions from local search forums, specifically about Google Business Profile suspensions and the appeal process, which currently takes three to four weeks. They discuss strategies to maintain organic rankings while appearing in local packs, such as:

• Linking Google Business profiles to specific service or location pages rather than the homepage.
• Creating dedicated local or service pages to enhance relevance and separate from organic listings.

Notable Quote: "You can't influence cloud because getting a ranking in cloud is impossible if you weren't already there."
– Ross Dunn [14:18]

AI Search Engine Volatility

[23:33 - 29:02]
The conversation shifts to a report by Authorita on Search Engine Land, highlighting the volatility of AI-generated search overviews compared to traditional organic rankings:

• 70% of AI overview results changed within two to three months.
• AI overviews have a volatility score of 0.73, which is 50% more volatile than regular organic search’s score of 0.55.
• Approximately 60% of top 10 organic pages appear in AI overviews.

Ross expresses concern over the unpredictability of AI search results, noting that the term "top 10" may lose its significance due to the continuous evolution of AI algorithms and search interfaces.

Third-Party Content Citation by AI Search Engines

[28:46 - 32:37]
Ross and Scott discuss a study from Search Engine Journal based on xfunnel AI’s analysis:

• AI search engines like Perplexity, Google Gemini, and ChatGPT cite content differently.
• Perplexity: 6.61 citations per response, favoring platforms like YouTube and PeerSpot.
• Google Gemini: 6.1 citations per response, commonly citing Medium, Reddit, and YouTube.
• ChatGPT: 2.62 citations per response, often referencing LinkedIn, G2, and Gartner peer reviews.

Notable Quote: "The best takeaway you're going to get from all this is... invest in a mix of owned content, third-party coverage, and presence on relevant user-generated content platforms."
– Ross Dunn [27:28]

The hosts emphasize the importance of earning mentions on trusted third-party sites and maintaining a robust presence on platforms like YouTube, despite the increased effort required.

Conclusions and Takeaways

[32:37 - 36:15]
Ross and Scott wrap up the episode by reflecting on the rapid changes in SEO driven by AI advancements. They acknowledge the challenges but encourage listeners to adapt by:

• Diversifying content sources.
• Enhancing local SEO strategies.
• Leveraging third-party platforms to increase content visibility.

Ross highlights the inevitability of search engine evolution and the necessity for marketers to stay informed and proactive. He invites listeners to engage with their Facebook group for further discussions and questions, despite personal reservations about the platform.

Notable Quote: "If we want to remain in rankings and keep bringing in business, we're going to have to start pushing it more to our clients and really emphasizing that taking that extra step is going to be important."
– Ross Dunn [32:37]

Key Takeaways

1. Google's Monopoly and Legal Challenges:

   • The lawsuit by Chegg against Google underscores significant tensions over AI-generated content and its impact on content creators and SEO.

2. AI Overviews are a Double-Edged Sword:

   • While beneficial for users seeking quick answers, AI overviews can diminish traffic and revenue for original content creators, posing a challenge for SEO professionals.

3. Public Sentiment Shifts Away from Traditional Search:

   • A notable percentage of younger demographics prefer AI tools and community sources over traditional search engines, indicating a shift in information consumption habits.

4. Google’s Enhancements on Personal Data Management:

   • Updates to Google's "Results About You" tool aim to give users better control over personal information, balancing privacy with potential vulnerabilities.

5. Volatility in AI-Driven Search Results:

   • AI overviews exhibit higher volatility compared to traditional organic search rankings, necessitating adaptable SEO strategies.

6. Importance of Third-Party Content and Diverse Platforms:

   • Earning mentions on reputable third-party sites and maintaining a presence on platforms like YouTube are crucial for increasing content visibility in AI search results.

7. Evolving SEO Strategies:

   • SEO professionals must adapt to rapid changes, leveraging a mix of owned content, third-party coverage, and engagement on user-generated platforms to maintain and improve search rankings.

Conclusion: Episode 495 of SEO 101 provides an in-depth analysis of the evolving SEO landscape influenced by AI advancements. Hosts Ross Dunn and Scott Vanek dissect the implications of Google's legal battles, the rise of AI overviews, and shifting public preferences, offering valuable insights and strategic recommendations for SEO practitioners navigating these changes.