Podcast Summary: "Blogging Is Dead…Or Is It? What’s Actually Happening With Google"

The My Wife Quit Her Job Podcast With Steve Chou
Host: Steve Chou
Co-Host: Tony
Episode: 564
Release Date: November 20, 2024
Topic: The viability of blogging in the current digital landscape, particularly focusing on Google's algorithm changes and their impact on ecommerce businesses.

1. Introduction to Blogging's Current Landscape

In this episode, Steve Chou and co-host Tony delve into the relevance of blogging in today's digital ecosystem. Continuing a four-part series on content creation for business promotion, they specifically address whether blogging remains a viable strategy.

Steve Chou [00:00-05:21]:
Steve sets the stage by expressing skepticism about traditional standalone blogging. He highlights that Google's recent algorithm updates have adversely affected standalone blogs, diminishing their search rankings unless they are tied to an established ecommerce business.

2. Google's Algorithm Changes Impacting Blogs

The discussion centers on how Google's algorithm now penalizes standalone blogs that do not support a business, adversely affecting their visibility and traffic.

Steve Chou [02:59-07:15]:
Steve explains, "Google's algorithm changes pretty much penalized every standalone blog in existence. So, if you have a blog without a business under it, they really hurt you in the search rankings."

Tony [07:15-07:20]:
Tony counters by emphasizing that ecommerce blogs, which are tied to active businesses, continue to thrive despite these changes.

3. The Importance of Web Content Formatting

Tony underscores the necessity of proper content formatting tailored for web and mobile consumption, diverging from traditional writing norms.

Tony [05:21-10:49]:
He states, "You have to have a home base... Even if you're not building out a 300 post blog... understanding how to format things for the web, understanding how to write for the Internet, which is not like writing a book."

4. Enhancing Content Aesthetics and Accuracy

The hosts discuss the critical role of aesthetic presentation and grammatical precision in maintaining reader trust and engagement.

Tony [12:43-17:46]:
Tony emphasizes, "If you see typos on a brand site, that is a red flag for that product... everything that you put out on the web is building up trust in your brand."

Steve Chou [15:56-17:46]:
Steve agrees, advocating for the use of AI tools to ensure content is free from grammatical errors: "Just run everything through AI... there's no excuse."

5. The Impact of AI on SEO and Future of Search

A significant portion of the conversation explores how AI, particularly tools like ChatGPT, influences SEO and the future dynamics of search engines.

Steve Chou [17:54-27:05]:
He addresses concerns about AI diminishing the effectiveness of SEO: "I think SEO is going to die eventually. But it'll probably take a while." However, he remains optimistic that current SEO efforts will translate to AI-enhanced search environments in the long run.

Tony [24:55-25:46]:
Tony adds, "Sometime no one really trusts what AI says and then they actually click on the links to just verify what AI is saying," suggesting that AI overviews might actually drive more traffic to traditional search results.

6. SEO Strategies for Ecommerce Blogs

The hosts provide actionable SEO tips tailored for ecommerce blogs, emphasizing keyword research and concise content.

Steve Chou [20:59-22:26]:
"Basically, you want to figure out which keywords that you're trying to target and then you want to use a keyword tool to figure out what the best word is to target."

Tony [21:34-22:56]:
He recommends budget-friendly tools like Ubersuggest for those who find Ahrefs too expensive, noting, "They have the best data of any company."

7. Alternative Content Strategies Beyond Blogging

Acknowledging that blogging may not suit all niches, Steve and Tony discuss alternative content forms such as video and influencer marketing.

Tony [31:00-36:10]:
Tony argues, "You need to be creating that blog style content for your website," but also recognizes that for visual products like fashion, video content might be more effective.

Steve Chou [30:44-36:48]:
Steve concurs, stating, "If you're in fashion and you sell like dresses, I don't think blogging is going to be the right medium for you."

8. Establishing a Home Base for Content Creators

The importance of having a centralized online presence, or "home base," is stressed as crucial for maintaining audience engagement and ownership.

Tony [36:10-42:07]:
Tony emphasizes, "You need to have a website that's home base... if you want to create content, give yourself a home base." He warns against relying solely on social media platforms, citing their vulnerability to algorithm changes that can abruptly reduce an influencer's reach.

Steve Chou [40:06-42:07]:
Steve supports this by sharing personal experiences: "If you have your own email list, that's yours and no one can take that away from you."

Conclusion: Navigating the Future of Blogging in Ecommerce

Steve wraps up the discussion by reiterating his stance on blogging's viability based on its integration with ecommerce efforts. He encourages listeners to leverage content creation strategically within their ecommerce platforms while being adaptable to evolving search engine algorithms and AI technologies.

Steve Chou [42:07]:
"For ecommerce, blogging is still a viable traffic strategy. Hope you enjoyed this episode... tickets to the Seller Summit 2025 are now on sale... sign up for my free 6-day mini course."

Key Takeaways:

• Standalone Blogging Decline: Google's algorithm changes have reduced the effectiveness of standalone blogs without associated businesses.
• Ecommerce Blogging Still Relevant: Blogs tied to active ecommerce businesses continue to perform well in search rankings.
• Content Formatting Matters: Proper formatting for web and mobile enhances readability and user engagement.
• Grammatical Precision Builds Trust: Ensuring content is free from errors is crucial for maintaining brand credibility.
• AI's Dual Role in SEO: While AI poses challenges to traditional SEO, it also offers new opportunities for content discovery and search optimization.
• Diversify Content Strategies: Depending on the product niche, alternative content forms like video may be more effective than traditional blogging.
• Maintain a Home Base: Owning a centralized online presence, such as a website with an email list, is essential for long-term audience engagement and control.

Notable Quotes:

• Steve Chou [02:59]: "Google's algorithm changes pretty much penalized every standalone blog in existence."
• Tony [05:21]: "You have to have a home base... understanding how to write for the Internet."
• Tony [12:43]: "If you see typos on a brand site, that is a red flag for that product."
• Steve Chou [17:54]: "I think SEO is going to die eventually. But it'll probably take a while."
• Tony [36:10]: "You need to be creating that blog style content for your website."
• Steve Chou [40:06]: "If you have your own email list, that's yours and no one can take that away from you."

This comprehensive discussion offers valuable insights for ecommerce entrepreneurs contemplating the role of blogging in their content strategies, emphasizing adaptability and strategic integration with business objectives.