You Need to STOP Doing SEO Now! Here’s Why…

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Trying to think about all my SEO referral partners right now.

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I'm gonna make so many enemies, but it's the truth.

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It's how I feel.

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I am assuming that Google is, going to deprioritize AI content.

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And I have two very strong, , categories of belief here.

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The first one is Google saying themselves.

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, AI content is spam.

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We're deprioritizing AI content.

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Like they've come out and said that period, full stop.

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I think we should stop doing seo.

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, period.

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Full stop.

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I know that's an unpopular opinion, especially for SEOs.

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, and I was wrong.

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It's so much fun to be so wrong, and I also didn't know what implicit meant, so.

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I think we should stop doing seo, , period.

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Full stop.

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I know that's an unpopular opinion, especially for SEOs.

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, I'm a huge believer in organic optimization.

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By the way.

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I realize I own a Google Ads agency, but I actually think on a long enough timeline.

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SEO helps you more than, , your Google ad campaign for a myriad of reasons.

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It's not an or ever, it's always an, and so you always need Google ads and

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seo, but if I were to attribute value to a tenured business, , I'd probably be

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attributing 60% of, , , the value to SEO versus 40% to Google ads in a microcosm.

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Where those are the two that we're comparing.

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I realize that there are other channels.

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here's why I preface with all of this.

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There's no way.

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, there's no way we don't see the biggest algorithm change we've

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ever seen in the history of Google.

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, on the heels of what's happening with chat G p T, you already kind of know

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this because all we see are, you know, all these educators and influencers

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coming up being like, look at this power page I wrote with AI and, , the way

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that Google's been optimizing up until this point has been very content heavy.

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And I realize that, know, link building, onset optimization, , usage,

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like all those things factor into it.

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But I know for a fact because we were the number one rank Google Ads agency on

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the planet for a long, long, long time.

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I got knocked off.

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By the way, in the last, last algo update, I think I'm like on the

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bottom half of the first page.

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Now I still say we're number one though cause we're the best.

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I know how to do seo.

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Like I've done it for a long time.

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We've done it really well.

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We've done it in really competitive niches.

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Google Ads included, and I have on a multiple occasions hit the top half of the

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first page based solely on my Power pages.

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The power page, the pillar post was the most important tool we

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had from an SEO perspective.

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And , not only is.

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Going to have to change.

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, I think that Google's gonna need to retool the way they think

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about how they optimize content.

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As a matter of fact, the search engine in general is now

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going to shift thematically.

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You know, Bing is already gonna roll chat g p t into being search.

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And , what's interesting about that to me is I think from , paradigm

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perspective, I question whether or not I question whether or not people's

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comfort level with a single answer is.

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I don't think we're there yet.

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And, and this might be a, this might be a generational thing too.

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We might find people that are like 35 years and over.

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We're so used to seeing options, even if we get the quote unquote right answer.

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, I think temperamentally speaking, I think that search results are still

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gonna be really important to us.

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I add myself in that number, by the way.

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Cause I'm old, as evidenced by the gray in my beard, which was really devastating

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when I started growing this out.

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, people 35 and under might just be like, yeah.

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Gotcha.

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Thanks Chad.

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G p t, who knows?

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, all that to say, I think that search is going to be retooled entirely.

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, and that might be on a longer timeline.

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As Google rolls out Lambda and how it rolls out, Lambda has yet to be seen.

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, , we can guess and I, I promise you I will.

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, cuz there's no harm in guessing.

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but Google's gonna have to retool the way that it optimizes con or

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optimizes for content, ranks content.

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, and you know, for the longest time you needed to do technical optimization, which

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I think was kind of a foundational task.

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I didn't think it required the monthly updates that most SEO agencies sold,

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and I have reasons to believe that too.

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Michael Cotham, who's the World Authority and seo, if you search

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for the terms SEO consultant, he's generally speaking the number one

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person who ranks for those search terms.

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He trained directly under Raden Fishkin.

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Brilliant, brilliant, brilliant seo.

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, he's coached me for years and his very strong and Bulls opinion is, you know, we

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do technical SEO once, and then you update it as the site changes or, , there's

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algorithm shifts, but it's not this ongoing, , tweak , the nozzles thing.

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So you do technical seo and then you build high value content and high

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value links, and that's it, right?

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Like high value content and high value links.

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Now they lead to usage time on site, pages per visit.

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Those types of things that we know are.

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I can't say the words that we know because Google keeps trying to throw us off the

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set, but that we believe very strongly are, , at least lag indicators of ranking,

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potentially lead indicators of ranking.

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The content is shot and because the content is shot, and you think

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to yourself, well, I'm just gonna go do a bunch of link building.

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No, no.

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Now you can't, that, that's not gonna work for you either because

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the, links that you are building are also predicated upon content and

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the content generation is now gonna.

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Heavily AI driven as we're seeing huge content, houses

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are leaning on these AI tools.

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, and I think have been for some time, but I think the proliferation

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is , about to reach critical mass point that Google just can't ignore.

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And so if I were Google man, I, I you'd have to flip the entire game board.

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And my opinion is if I can't rely on content because it's AI generated and

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I can't rely on the links because the.

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Or live on top of a foundational ecosystem that is also AI generated.

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, , , , and let me actually go all the way back to , the presupposition

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here, which is important, right?

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We need to define our terms.

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I am assuming that Google is, going to deprioritize AI content.

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And I have, I have two very strong, , categories of belief here.

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The first one is Google saying themselves, , AI content is spam.

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We're deprioritizing AI content.

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Like they've come out and said that period full.

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Category one, category two.

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So that would, what would you call that?

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That's the explicit, understanding, like Google has explicitly

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said, and then there's the, what's the opposite of explicit?

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Is it intrinsic?

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I'm googling it.

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I didn't go to college.

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All.

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What's the opposite of explicit

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implicit costing.

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You sil.

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I'm not gonna have my editor edit this out.

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I want everybody to say how stupid.

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The implicit category of understanding would be Google

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can't lean in to the tool that.

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That would be its death rattle, right?

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Like this is counter to everything that Google does.

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Now, Google had its own tool, Lambda, then it could lean into

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that, and it probably will.

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, so my explicit category of understanding is Google's own statement saying,

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Hey, we're gonna deprioritize, , AI driven content for a number of reasons.

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To be honest with you, I don't disagree with yet, and that's

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probably because I'm old.

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It's the reason that like your grandma just refused to order anything on eBay.

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She's like, I'm not sending my money to, you know what I mean?

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Like, and, and she was.

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She was right because like that was supposed to be a scam.

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I've heard Jordan Peterson say this, he's like, eBay was a miracle

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because the person, , who sent the money should have sent a bounce

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check and the person who sent the product never should have sent it.

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And yet we all kind of complied in this really amazing, truly beautiful way.

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, that gives me hope for humanity.

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But in the meantime, we're in this new leveling up, this new phase.

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The trust for AI-driven content, , needs to be built and

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it needs to be built over time.

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And so the rate limiting step here isn't ai, it's humanity, and it's human

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humanity's, a willingness and ability to adopt AI-driven content as something

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that we think is truly of value.

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and that's two tiered, right?

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So you'd want to adopt it as a value, just in general.

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Like, I'm actually willing to read this article knowing that a human

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didn't create it, but believing that it still could teach me something.

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And I think that that's gonna take some time.

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How much time is, , variable.

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We're getting so good at just adoption.

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Maybe too good actually, maybe we move too quick.

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And so, and but then number two is I'm also going to trust not just

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that AI-driven content can be.

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Generically, generally speaking, but also that the answer AI gives me is the answer.

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And so it's, a dual access question.

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It's, you know, the x axis is, is AI content of value?

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Yes.

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And then the y axis , is AI decision making of value as

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it pertains to that content?

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And those are the questions that need to be answered in order

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to have a search engine, right?

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So like Google needs to kind of figure out how this is gonna be

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navigated and it's gonna change over time and it's gonna evolve.

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And y'all, if, if Google got you surfed, I've always said this, I've said this from

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the very beginning, , and I was wrong.

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This is so much fun to be so wrong and I also didn't know what implicit meant.

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So this is just a whole video of how costume stupid.

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I always said that Google will.

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Maintain dominance as long as we don't have a context change.

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And I thought a context change.

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And, and what, what I meant that by, that by the way, is like, like, you know, AR

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or vr, uh, or, or a different device type even like Google is, is screen predicated.

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And maybe there were, you know, who knows?

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Like , there were the abilities to connect information in ways that weren't

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necessarily built off of the same infrastructure that we currently have.

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So I thought, Maintains preeminence for as long as we

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exist within the current context.

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That is the internet.

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And the internet right now kind of exists.

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It's, a separate world.

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So you have like the world, the physical, tangible world, and then

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you have like this, , the binary code that lives on top of it and

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Google sort of owns that upper world.

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Well as those worlds meld and we end up, and I always thought that AR was way

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more of a threat than vr, cuz VR requires too much of a disassociation ar, meaning

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virtual reality and augmented reality.

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AR to me was really exciting because if you could.

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Melt those worlds into each other.

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, that's when you really had an integrated universe.

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And, and that's where I thought Google was gonna get in trouble because they

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didn't have the system that would be necessary to, you know, to operate

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within the confines of three dimensions.

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They have billions of dollars, they could build it out.

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But I thought Google lost, , with a change of context and that's not what happened.

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Google now is being threatened with a change, with a change in.

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, what would you call it?

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Is it just computing power depth?

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So I thought that Google loses on the horizontal plane.

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Like, oh, we moved from here to here and, I just was so, so convinced

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that there's no way Google loses on the vertical plane cuz there's so

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heavily ingrained and entrenched.

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But we just didn't know how deep this damn thing could go.

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I also thought Google would be the very first one to roll at.

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Which don't write 'em off yet, by the way, like Lambda, I only know this from

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YouTube videos that I've watched, but everybody who's played deeply with Lambda

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and chat, g p t has said that Lambda's better and Google's just not rolling

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it out because they have more to lose.

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, as a matter of fact, I say this all the time, , I don't know why other

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than this saying, I wish I knew so I could properly attribute it to them.

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, pioneers get shot, settlers prosper.

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It's not good to be.

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is an almost ubiquitous truth.

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And so it would make a lot of sense to me.

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Google did this to Facebook with interest based segmentation.

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, it would make a lot of sense to me if Google hangs back, sees what happens

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with at G B T and then rolls out, even loses a little bit of market share.

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They have the market share to give up and they can regain it instantly,

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, and then rolls out Lambda based off of whatever mistakes they see

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inside of the chat G P T ecosystem.

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, what am I saying All this to?

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Search engine optimization as we know it has to change, right?

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Like, here's what I'd really love is I'd love for you to challenge me if you're

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an SEO or if you invest in SEO heavily.

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, I'm trying to think about all my SEO referral partners right now.

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I'm gonna make so many enemies, but it's the truth.

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It's how I feel.

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, I don't see how right now we're all climbing a ladder that's

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propped up against a wall and that wall's about to vapor.

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And you, you'd have a hard time convincing me otherwise.

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That's what I want.

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Hit me in the comments if you think I'm wrong, if you disagree, if you

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have a compelling argument against this, , I'd love to just have a chat.

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We could have you on the channel, we could have a conversation back

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and forth as to why you think SEO is still a viable approach.

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, because right now where I sit, it's not at all and, and all the pillars of SEO

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have actually been something nullified.

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Technical SEOs going away just As CMS applications become better and

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better and better, , you know, I mean, Shopify, when you roll it out

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is basically already optimized, right?

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All you need is a really strong feed.

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And so optimization used to actually be at the code level and out to the

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content level, and sooner or later AI's gonna take, and when I say

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sooner or later, I mean basically right now AI's gonna take care of

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that because technical optimization, , is content driven, which means.

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Could very easily and probably already does a little bit, if I did a quick

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little search, you could use AI for SEO friendly title tags, metatags

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meta descriptions, , URLs, et cetera.

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So technical seo, take it, put it in the camp of.

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ai, commoditizes, technical seo, ai, commoditizes content creation, obviously.

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And then AI Commoditizes link building, maybe least among those

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three because link building still requires, link building is peer review.

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It's a vote, it's a popularity contest.

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You know, it's like, oh, home Depot thinks that I'm relevant and I'm a builder

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of something and, and that's relevant.

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And so, I'm relevant cause Home Depot is super relevant.

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So link building I think is still important.

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And, and really this, this peer review system, that page rank, , which is a

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pun for Larry Page, , was built off of, , where every other search engine used

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content on page Google used peer review.

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It was brilliant.

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It's brilliant, but it's still Gameable and because of the content that you're

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using to link within is AI generated.

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It's, it's questionable.

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The degree to which I think.

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Is yet to be determined, but some percentage greater than

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zero, less than a hundred, right?

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So you might say it's 10, I might say it's 50.

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Somebody else might say it's 90.

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It's fine.

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We know that the efficacy has been diluted.

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So I think the only thing Google has left now, it's user engagement.

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User engagement.

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Let me enunciate user engagement.

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So Google can rank pages off of user engagement.

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So that's time on site pages, procession, , within the page,

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the, the type of engagement, , the quality of that engagement.

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Now we think that Google has an inability to spot bat traffic, but I don't know

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if that's, did I say bat traffic?

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I meant bot traffic.

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Am I having a hard time today?

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Today's a hard day, y'all.

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I need some grace.

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, and Google has an inability to spot bot traffic.

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instead of Google Ads.

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, and we know that because it keeps selling us all as bot traffic inside

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of display and Performance Max.

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, so then the question becomes does it have that same inability to spot bot

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traffic inside of the organic algorithm?

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And it wouldn't surprise me at all to find out that they actually

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have the tools to filter out bot traffic when it matters for them.

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, but if they do, then , user engagement becomes the most

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important ranking factor period.

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Full stop.

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If they don't, and AI can game that.

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We're now entering a realm where, AI is doing to Google what we

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were afraid quantum computing would do to cryptocurrencies.

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, , you have this really sound, very structurally integrous

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mechanism that's just.

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, it's just getting outrun it.

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It's getting picked apart by things that are smaller and faster than

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we ever thought things could get, smaller, faster, and stronger.

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So this is really interesting and y'all, for advertisers, it's so exciting.

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This is the most excited you like, boom.

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When you have a shake up like this that we know is.

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Google's already been losing market share year over year as

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far as like global medium mix.

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Forcing them to get more competitive is gonna be better for all of us.

Kasim: 00:14:56

Me too, by the way.

Kasim: 00:14:57

Like as a Google Ads agency, you might think like, I want

Kasim: 00:14:59

Google to, maintain preeminence.

Kasim: 00:15:01

That's not true because.

Kasim: 00:15:03

When Google becomes the only kid on the block, everybody rushes to Google, which

Kasim: 00:15:07

instantly commoditizes every industry.

Kasim: 00:15:09

And now we're left in this situation where there's actually

Kasim: 00:15:11

really no ability to compete.

Kasim: 00:15:13

It's just the people who can spend the most win.

Kasim: 00:15:16

And, , , there's this squeeze that happens to all the SMBs, which are my clients.

Kasim: 00:15:21

So, , this is gonna be really cool if Google gets, , shook up.

Kasim: 00:15:24

I don't think this is, . I don't think this is Google Geden.

Kasim: 00:15:28

I I think Google not only survives this, but I, and again, because I

Kasim: 00:15:31

did drink the Kool-Aid and I do, , man, I'm just full indoctrinated.

Kasim: 00:15:35

I actually think Google turns this around and ends up and ends up with

Kasim: 00:15:38

a better product than chat G B T.

Kasim: 00:15:40

, but there's actually something here that can draw blood and draw so

Kasim: 00:15:46

much blood that I'm telling you the, the, the single most important thing

Kasim: 00:15:48

inside of the Google sphere is the Google organic ranking algorithm.

Kasim: 00:15:53

I mean, so much.

Kasim: 00:15:53

So I think it's more protected than every national secret in

Kasim: 00:15:55

the United States or something.

Kasim: 00:15:57

I, I don't know who told me that.

Kasim: 00:15:58

Don't cite me there.

Kasim: 00:15:59

I might have just made that up, but it wouldn't surprise me.

Kasim: 00:16:01

Right.

Kasim: 00:16:01

Like you, it, it's definitely under locking key.

Kasim: 00:16:03

, and they're gonna have to change it.

Kasim: 00:16:05

All of it.

Kasim: 00:16:05

They're gonna have to change all of it and prove me wrong.

Kasim: 00:16:08

Like, challenge me.

Kasim: 00:16:09

My assumption here, there's no way that's not the case.

Kasim: 00:16:12

There's no way they can't just have this, little.

Kasim: 00:16:17

AI driven marketing mechanism, running around billions of 'em now it feels like,

Kasim: 00:16:21

, fully equipped to game their system and not change the rules of the game.

Kasim: 00:16:25

So to parrot the original, , topic of this video, stop doing seo.

Kasim: 00:16:29

Full stop.

Kasim: 00:16:31

I am, , I'm, I'm still gonna create quality content, obviously.

Kasim: 00:16:34

, But it's gonna be this, like, this is where I think if you really don't know

Kasim: 00:16:37

where to go, go here, go to where.

Kasim: 00:16:40

And I know that there's deep fakes and all the, and I've seen actually some really

Kasim: 00:16:42

compelling deep fakes, but people can tell, you know, up until this point, at

Kasim: 00:16:44

least I think they can, I hope they can.

Kasim: 00:16:46

And if they can't, how do we know?

Kasim: 00:16:48

, I like creating content that people know is actually really human for as long

Kasim: 00:16:51

as people actually want human content.

Kasim: 00:16:52

And so, you know, start a YouTube channel.

Kasim: 00:16:54

,, I did this test on Twitter where I posted a, an AI.

Kasim: 00:16:57

Thread and instantly got called out by a Twitter follower.

Kasim: 00:17:00

, and so I think that, you know, within the, the, the confines of, uh, social channels

Kasim: 00:17:04

and, , especially where video and other media's involved, I think you still have

Kasim: 00:17:07

the opportunity to, , take the beach head to like, , carve out a little bit of space

Kasim: 00:17:11

for yourself just by being willing to, you know, I just spent 20 minutes telling

Kasim: 00:17:14

you why I don't think you should do seo.

Kasim: 00:17:16

Most organizations, entities don't necessarily have the time to do

Kasim: 00:17:19

that, especially the big ones.

Kasim: 00:17:20

So if you're small, like we're small, I have a hundred

Kasim: 00:17:21

employees, you know, we're small.

Kasim: 00:17:23

I know that's bigger than a lot of small businesses, but that's small as

Kasim: 00:17:26

far as organizations are concerned.

Kasim: 00:17:28

, this is where, in the meantime, I think

Kasim: 00:17:33

to spend money on content creation.

Kasim: 00:17:35

Anyway, I'm drone on there a little.

Kasim: 00:17:37

Mispronounce some words.

Kasim: 00:17:39

Um, what do y'all think of my background?

Kasim: 00:17:41

Yvonne made me do this.

Kasim: 00:17:41

He's my cto.

Kasim: 00:17:42

I'm going full on influencer.

Kasim: 00:17:44

, he actually came to my home.

Kasim: 00:17:45

It was very kind of, and he bought lights and I've got little background

Kasim: 00:17:47

lights and they changed colors.

Kasim: 00:17:49

, and I've got a real camera now.

Kasim: 00:17:50

So, , trying to take this as seriously as I can.

Kasim: 00:17:53

Uh, cause I wanna be nerd famous.

Kasim: 00:17:54

Appreciate y'all watching.