The landscape of online search is changing rapidly. While roughly 60% of Google searches now end without a click (known as "zero-click searches"), we discuss how this trend has actually been evolving for years - it's not just about AI.
Key points from our conversation:
- Search behaviours have been changing gradually - Google has long provided direct answers for weather, sports scores, currency exchange, etc.
- Content in the "middle ground" struggles most - generic, shallow content that doesn't fully answer questions.
- The "barbell approach" to content creation: Focus on either high-utility, data-rich content OR uniquely human content (stories, experiences, opinions)
- Distribution is becoming decentralized - YouTube, TikTok, and Reddit are becoming search engines in their own right.
- Recommendation algorithms are replacing traditional search in many contexts.
- Content sites aren't dying, but their role is evolving more toward conversion rather than discovery.
We also touched on how podcasting fits into this changing landscape, discussing the trend toward video podcasting while acknowledging the unique advantages of audio-only formats.
5 key takeaways:
- Adapt your SEO - Keep the fundamentals but optimize for snippets and AI summaries
- Diversify discovery channels - Don't put all content eggs in one basket
- Build your owned audience - Email newsletters are rising again for good reason
- Pick your side of the barbell - Expert structured content OR human stories and experiences
- Be loud and unmistakably human - Personality matters more than ever
