Unlock the future of digital marketing with me as I guide you through the transformative concept of the democratization of discoverability. Ever wondered how to maintain your business's visibility without constantly churning out social media content? This episode promises to reveal how long-lasting content like blogs, podcasts, and YouTube videos can be your key to enduring discoverability. We'll explore the rapidly changing landscape of search, driven by large language models and AI, and discuss how platforms such as Bing and ChatGPT are becoming pivotal in driving traffic. Learn why adapting to these shifts is essential for sustaining your business's online presence in 2025 and beyond.
Explore the evolution of search algorithms and the shift toward an audience-centric approach as AI redefines how content is discovered. Say goodbye to the days of keyword obsession and welcome a future where AI and social media reshape the discoverability landscape. As platforms like Google, YouTube, Amazon, and TikTok develop AI-driven user experiences, I'll share insights on the expanding influence of generative AI and large language models. These tools are not just changing how we find content; they're creating new pathways for discovery beyond traditional search engines.
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Speaker 1: The key word that I want you to know for 2025 is the
00:00:04
democratization of discoverability, and it's going
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to impact your digital marketing efforts far and wide, so make
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sure you keep listening in to this next episode of the your
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Digital Marketing Coach podcast marketing, blogging, podcasting,
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vlogging, tiktoking, linkedin, twitter, facebook, instagram,
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youtube, seo, sem, ppc, email marketing there's a lot to cover
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.
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Speaker 2: Whether you're a marketing professional,
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entrepreneur or business owner, you need someone you can rely on
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for expert advice.
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Expert advice.
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Good thing you've got Neil on your side, because Neil Schaefer
00:00:51
is your digital marketing coach , helping you grow your business
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with digital first marketing, one episode at a time.
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This is your digital marketing coach and this is Neil Schaefer.
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Speaker 1: Hey everybody, this is Neil Schaefer, your digital
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marketing coach, and welcome to episode number 390 of this
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podcast.
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Well, first of all, I want to be one of the first well, maybe
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one of the first podcasts to wish you a very happy new year.
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I'm actually recording this on December 31st.
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I was hoping to get out another episode or two in 2024, but
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that is not going to happen.
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No worries, I am in catch-up mode for 2025.
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And by the end of 2025, I am committing to getting to episode
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number 450.
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So, lots to come, really excited for the new year, and I want to
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go deep into a concept called the democratization of
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discoverability, based on what I see happening out there in
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digital as we end the year.
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So a few things to talk about here.
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I talk about discoverability in digital threads.
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For those that have read it, go to neilschafercom, slash
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digital threads, amazon, to pick it up on Amazon.
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And I have a chapter called Rethink Search, and I want to
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begin this podcast by reading you an excerpt from that chapter
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on long-term discoverability.
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If you can't be everywhere and you don't want to waste more
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time than necessary in content creation, then you must be
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strategic and lean into content that is discoverable long-term
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Blog content, podcasts and YouTube videos have a longer
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shelf life in search engines.
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That simply means that they are discoverable for a longer period
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of time than most other types of content.
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The discoverability and longevity of content on those
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networks far outweighs social media content.
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It is said that the half-life of social media content the time
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that it takes a post to receive half of its total engagement
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ranges from an hour or two on X or Facebook to a day or two on
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Instagram or LinkedIn.
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In contrast, the median age of the top ranking URL in a search
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engine results page is somewhere between three and five years.
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Youtube videos and podcasts like this one will fall in
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between, making each of them an attractive option in terms of
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the value of longevity when compared to social media content
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.
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When you stop focusing on long-term discoverable content
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and instead try to post to every social media site, you will
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find yourself on the dreaded hamster wheel of content.
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You'll keep creating content trying to find what works, and
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that will take you away from your work and, like a poor
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hamster on a wheel, you'll be chasing what's just ahead of you
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instead of what you really want .
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That is why we begin content creation thinking of search
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engines first, people need to find you and, to do so, find
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your content.
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That's why making your content discoverable where it has a long
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shelf life is your best chance to be found.
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Once they find your content through search engines, they
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will visit your website or your YouTube channel or subscribe to
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your podcast.
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When the content is there and online, it stays there.
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When people come along and connect with you, then some will
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go back through your archives and catch up on content, binge
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reading, the same way they might be binge watching on Netflix,
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for example, and this is a true story.
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When I dive into a podcast, it's normal for me to listen to the
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very first episodes, even if they were from years ago, to
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catch up on what the podcast was covering and make sure I don't
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miss any nuggets.
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And, by the way, if I'm not impressed by the first five
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episodes, I usually tune it out and subscribe to another podcast
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because there's so many out there.
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When you create one piece of content focused on long-term
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discoverability that is unearthed via a search engine,
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it can open tens, hundreds or even thousands of entry doors
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leading to your content and your business.
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Now what is really interesting is that that content was written
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well in 2023, right Published.
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Well, beginning of 2024 is when I finished it and it was
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published on October 1st 2024.
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So it is still fairly recent only three months old, right.
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But what's really interesting is that when I look at my search
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engine traffic in Google Analytics those of you that have
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been a listener to the podcast know that I, along with many
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other independent bloggers and content publishers, got hit
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pretty hard by Google's helpful content updates and other
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algorithmic changes, to the point where I am looking at my
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December Google Analytics and, for the first time, I see that
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Bing is actually giving me more traffic than Google.
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That's pretty amazing.
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But what's also amazing is, if I look at my top traffic sources
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, I see Bing, I see Google, I see direct not set right, I see
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DuckDuckGo and then I see ChatGPT, which actually is
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generating more traffic than my own email list.
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Which comes up next and this is the reality is that search is
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changing, discoverability is changing, being indexed by a
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search engine and being indexed by a large language model.
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While there is still some overlap, 2025 is really where we
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need to prepare for this big change, and I mentioned this
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because it was actually the CEO of Google who just announced
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this, and let me read you the article.
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This comes from Search Engine Journal.
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It's probably when I come out with my weekly newsletter by the
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time you hear this.
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That'll be coming out soon, but go to newsletterneilschafercom
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A great article called Google CEO's 2025 AI Strategy
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Deemphasizes Search Box.
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This will be published on January 3rd, if you go to my
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website with my analysis, but Google CEO Sundar Pichai and I'm
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gonna read a little bit from the article because I think it's
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really hinting at where we're going, based on what I was just
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talking about.
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Google, sundar Pichai outlined the 2025 strategy for Google,
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emphasizing consumer focused AI, rapid development of agentic
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apps, a Chrome AI prototype called Project Mariner and
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upgrades to Gemini and Project Astra, signaling a shift toward
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AI apps as the user interface for search.
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Although Pichai did not say Google is de-emphasizing the
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Google search box, he did emphasize 2025 is all about
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increasing the focus on AI apps as the main point of contact
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between users and how they interact with Google.
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This is twofold Obviously using Google Gemini, and Google
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Gemini has a new research mode which I don't have access to
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because I don't have a paid account, but I hear it's amazing
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.
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It's like perplexityai and steroids and obviously we are
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going to chat GPT more and more as a search engine.
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In addition to perplexity, right Project Mariner, is the
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advent of agents, ai agents.
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So instead of us typing something into a or engaging
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with a chat bot, we are literally giving the AI
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instructions on going out into the internet and doing things
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for us.
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So, for example, project Mariner is a Chrome AI extension
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that can do things like take a top 10 restaurants list from
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TripAdvisor and drop it into Google Maps.
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This focus on AI shows that Google is in transition toward
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AI-based user experiences that represent a larger
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interpretation of what search means, a search experience that
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goes far beyond textual question and answering.
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So what we're seeing here and in another chapter in Digital
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Threads I want to mention this because I sort of hinted this as
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well I end the chapter on Rethink Search with a little
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snippet called Beyond Traditional Search Engines that
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I'd like to read you as well.
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It's amazing because I self-publish, I have all the
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copyright and I can read this to you without having to first
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confirm with my publisher.
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But I digress.
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Okay, if we limit ourselves to traditional search engines in
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our quest to be found, we are leaving money on the table.
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Not every search engine works in the same way, and thus requires
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distinct efforts, to be seen On Amazon, because the platform
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can see actual sales conversion data.
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Your product's conversion rate and sales history will help
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determine its visibility in search rankings.
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Reviews from other Amazon users also influence the algorithm.
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Youtube stands out because recommendations in the platform
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generate 70% of its views, and I have a source for that in the
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footnotes.
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These recommendations are visible on your homepage upon
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logging in or in the up next panel.
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These are not searches, but videos pushed to you by the
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algorithm.
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This is how the TikTok for you page works as well.
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The YouTube algorithm has one job to keep people watching.
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It's trying to give viewers the right video to keep them
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watching after the current one finishes.
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To get your video in front of people on YouTube, you cannot
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rely solely on SEO.
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Instead, the algorithm heavily favors customer satisfaction.
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Are people watching your content for longer than a few
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seconds?
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Are they engaging with it and watching the entire video
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through?
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Do they watch your other videos ?
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If not, then that's a sign that the video doesn't answer the
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question people were searching for.
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Search engines also favor customer satisfaction.
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When you click on a link, google cannot continue to show
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your suggestions like YouTube can.
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That's because Google monetizes from ads that appear within
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search results, but YouTube makes money from how long you
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stay on the platform to watch as many of their video ads as
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possible.
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To tap into that power of the algorithm, we must look at
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content not from a promotion and business perspective, but from
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a viewer experience, and I'm going to add that goes the same
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for TikTok and short-form videos as it does for long-form videos
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on YouTube.
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Viewers already have to sit through an ad or two before the
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video starts.
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Looking at another video that looks just like an ad will not
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tick that box of viewer satisfaction.
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Hurting your video in the algorithm and I end this chapter
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with rethinking search requires you to reassess your approach
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from a technical, keyword-centric approach to a
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more holistic, audience-pleasing approach, understanding the
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role that each search engine plays it's not just one, there's
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many now in the user's journey, and aligning your content with
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it is your best chance for success in a digital-first
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landscape.
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Now, when I was talking there about discoverability, I was
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already saying we are moving from a textual, traditional
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search engine based world to one that is more fragmented.
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That is also YouTube.
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It could also be podcasts, it definitely social media.
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Tiktok is a great example and now we're seeing the
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acceleration of that with the acceleration of large language
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models and how they are indexing content.
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See, traditional search engines might want to serve up the best
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content because they want you to keep coming back so that they
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can sell you more ads and what the chat, gpts and the new AI
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search engines and the perplexityais?
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They also want to serve you the best answer.
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But they may not be looking at traditional things like
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backlinks.
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They may not just limit themselves to textual content.
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They may be, and it's pretty much confirmed that they are
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indexing content from YouTube, content from podcasts, and maybe
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that YouTube transcript is gonna be many more words than a
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1-word blog post and maybe it's best to invest in those
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areas.
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So what we're seeing now, with the emergence of AI and with all
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the amount of time we're spending on social media and
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social media especially TikTok and short-form videos becoming
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more of a discoverability play, we are seeing the
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democratization of discoverability which, until
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very recent, was very much search engine dominated organic
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search engine, your traditional search engine dominated.
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But over time, especially with the acceleration of generative
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AI and AI search engines, that world is slowly going away.
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You know I had the director of AI for Tailwind on this podcast
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many episodes ago, but we were talking about generative AI and
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he was saying that a leading executive at Microsoft said in
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two years search engine traffic will be down 50%.
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Now I don't know, and it's already been about a year and a
00:12:26
half, so we'll see what happens.
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But maybe search engine traffic has come to a plateau, right,
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when more and more people, especially younger generations,
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go to these new ways of finding content.
00:12:38
So what's really interesting here is we have seen the
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democratization of many things, and I talk about this when I
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teach influencer marketing.
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I talk about it in the Age of Influence, my book on influencer
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marketing.
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I talk about the impact of digital media and social media
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on influence, right.
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The democratization of media publishing used to be just
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newspapers, radios, tvs.
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Anybody can be a publisher.
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The democratization of media consumption we are consuming
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content everywhere, on every platform.
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We are being attracted to our own micro communities, right.
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We're attracted to different creators, different influencers,
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because of their vibe.
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The democratization of content creation, because anyone can be
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a content creator.
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And, ultimately, the democratization of media
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influence, meaning that the media are also going out to
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podcasters, youtubers, content creators, influencers, to try to
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influence them, to get the word out about their product or
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their new book or whatever it might be they're working on.
00:13:31
And now comes the democratization of
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discoverability.
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So what this means and I want to paint this in a picture that
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we are slowly beginning to understand the way that large
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language models work.
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Now I'm going to think juxtaposing the ChatGPT and the
00:13:47
Google right, which is a very, very interesting juxtaposition.
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Now I still get very, very little traffic on ChatGPT
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compared to Google.
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Interestingly enough, the people that come from Chatachi
00:13:57
BT are staying on my sites longer, like 15% longer, not
00:14:03
converting as much.
00:14:04
But if I look at the conversion ratio, I'm going to say that
00:14:08
the conversion ratio actually is much higher, like a 1%
00:14:13
conversion ratio, in other words , opting into my email list
00:14:16
through one of my different lead magnets, versus 0.25% on Google
00:14:20
organic.
00:14:20
Once again, just looking at December of 2024, looking at the
00:14:23
most recent information.
00:14:25
But what we know about the way these generative AI search
00:14:28
engines work is and I want to quote my friend, chris Penn I
00:14:33
don't think he's been on this podcast before.
00:14:34
I should definitely bring him on because he is one of these AI
00:14:37
experts that is really out there and really an authority on
00:14:40
the subject, and he is saying that you need to have the best,
00:14:45
most content on the internet.
00:14:46
Basically, large language models are always looking for
00:14:50
new content, so you want to appear everywhere and when you
00:14:53
appear everywhere, you want to have your best content.
00:14:55
So I talk about, in digital threads, the concept of this
00:14:59
library of content.
00:15:00
If you want to be seen as an authority in the search engine
00:15:03
eyes like Google, you need to have a certain mass of content,
00:15:06
and it is the exact same concept for large language models.
00:15:09
But considering that it's not just textual content, it's video
00:15:15
content.
00:15:15
Youtube transcripts, podcast transcripts are supplying a lot
00:15:20
of natural conversation data.
00:15:22
A lot of people now, a lot of businesses now, a lot of
00:15:26
marketers now, are sort of shifting to this video first
00:15:30
world, in other words, the democratization of
00:15:32
discoverability.
00:15:33
We've always been doing textual based content.
00:15:35
What we lack is video basedbased content or maybe
00:15:37
audio-based content.
00:15:38
So I'm seeing now a new wave of businesses that are looking to
00:15:43
launch a podcast, more content creators launching podcasts and
00:15:48
obviously a bigger interest in video, including the short form
00:15:51
video.
00:15:51
Right when at least you can gain a presence, you can gain a
00:15:54
following.
00:15:54
And if you're creating long form video, it's not hard to
00:15:57
really break that up into short form video, and if you're at all
00:16:01
looking into the LinkedIn algorithm and LinkedIn videos, I
00:16:04
do believe, even on a platform like LinkedIn, video is going to
00:16:07
be huge in 2025, especially on the mobile app, where people are
00:16:11
spending more time.
00:16:12
So I think the writing's on the wall Now.
00:16:15
Is your traffic going to go away from Google overnight?
00:16:17
Absolutely not.
00:16:18
Will you see an uptick from Bing, like I have?
00:16:21
Maybe, don't really know.
00:16:23
So I am still sticking with the concept of the library of
00:16:26
content.
00:16:27
But you know what, instead of 52 blog posts a year, if you can
00:16:31
talk about your authority and fewer blog posts, go for it
00:16:34
right?
00:16:34
I'm actually starting to reduce my 52 posts for authority.
00:16:39
I am making it a little bit smaller because I want to
00:16:42
maintain the quality of that content, make sure it's up to
00:16:44
date and always be able to revise it.
00:16:47
That's going to be another episode where I talk about how
00:16:49
to manage your library of content an important concept
00:16:52
from digital threads, from those that have read it.
00:16:54
But now is the time to really spend more time in these other
00:17:01
social networks.
00:17:02
Youtube, tiktok, podcasts are not a social network, but you
00:17:07
already subscribed to this one, so you're already well ahead of
00:17:09
the gang.
00:17:09
It is not that hard to create your own.
00:17:11
Reddit is an example of another place where discoverability
00:17:15
happens.
00:17:15
That is textual based right, sort of like the way that
00:17:18
Twitter used to be.
00:17:20
I don't think the discoverability is there like it
00:17:21
used to be, but maybe in certain fields like AI or the
00:17:24
whole tech bro or crypto bro markets.
00:17:26
But you need to work a little bit harder now to become
00:17:30
discoverable because of this democratization, because it
00:17:33
happens in so many different digital media, digital platforms
00:17:37
now, and therefore, with the democratization of
00:17:40
discoverability, your digital marketing coach's recommendation
00:17:43
is to maybe de-emphasize SEO a little bit in 2025 and instead
00:17:50
look for ways to become discoverable on other platforms
00:17:54
and in other content mediums.
00:17:55
Take a break Maybe spend 2025 focusing on just republishing
00:18:02
old content that needs to be updated, not adding new content,
00:18:05
assuming you already have your library content but then take
00:18:08
that extra energy and budget.
00:18:09
Shift more into movies videos, not movies, but you know what I
00:18:11
mean Long-form video short into movies videos, not movies, but
00:18:13
you know what I mean.
00:18:13
Long form video, short form video, podcasts right.
00:18:17
And when you do put content online, make it a little bit
00:18:20
longer.
00:18:20
I mean, I've always had a 2000 word minimum, because I think if
00:18:23
you want to be seen by a search engine as an authority, you
00:18:26
need to go into some depth.
00:18:27
And I still stand by that.
00:18:29
In fact, now I still maintain my library of content, not
00:18:32
necessarily for organic search engines, but now for generative
00:18:35
AI search right For the large language models.
00:18:37
I want to become a source of trusted information yeah, for
00:18:40
the organic search engines, but equally, if not more importantly
00:18:43
, over time, for the large language models, so that when
00:18:47
people are looking for information that I can provide
00:18:50
and they're chatting with a chat GPT, that my information is
00:18:54
going to be one of the sources that come up.
00:18:56
And that is the new world in this democratization of
00:19:00
discoverability.
00:19:01
That's where we're going.
00:19:01
So I recommend you get a headstart 2025,.
00:19:05
I'm going to be giving you more advice on AI.
00:19:07
I want to do more regular webinars on some of these
00:19:10
digital platforms.
00:19:10
Seo is still important, but what's more important than that
00:19:14
search engine ranking is the process and the art of actually
00:19:19
creating content that people want to consume, and doing it in
00:19:22
various formats on various platforms, all driven by this
00:19:26
new era of the democratization of discoverability.
00:19:29
So I'm hoping now, at this end of this podcast, you have a
00:19:32
clear understanding of what that means, what it is, what it
00:19:36
means and what you need to do for 2025.
00:19:39
Hey, I hope you enjoyed this episode.
00:19:41
If you haven't, I'd appreciate.
00:19:42
If you subscribe to this podcast.
00:19:44
We have a lot of great interviews coming up.
00:19:46
I wanted to say, when it comes to interviews, I have had 190
00:19:51
people in 2024 reach out to me to be on this podcast, and I
00:19:55
think that alone shows you the popularity of podcasts and how
00:19:59
more and more people and businesses realize their value,
00:20:03
especially in this democratization of
00:20:06
discoverability age that we live in.
00:20:08
If you were curious, back in 2023, that number was 124.
00:20:14
And in 2022, maybe closer to 150.
00:20:17
When I go back to 2021, and I really only started taking the
00:20:22
data in the fall of 2020, when I go back to 2021, that number is
00:20:26
159.
00:20:27
So, yes, a big growth.
00:20:30
From my perspective, I don't think this podcast has gotten
00:20:33
much bigger.
00:20:33
It's pretty much a steady, really trying to become more
00:20:36
popular through longevity and building a community here, but
00:20:39
there is still this interest and therefore, from my perspective,
00:20:42
I've really been able to pick and choose who I consider to be
00:20:45
the best and brightest to serve you, and that is when I think of
00:20:50
bringing on a guest for an interview, I think of you, the
00:20:52
listener, in mind, and if I am not going to learn anything from
00:20:55
this person, I don't think you will either.
00:20:56
So I'm always trying to put myself in your shoes.
00:20:59
But hey, if there's a topic or someone that you think I should
00:21:02
interview, please feel free to reach out to me.
00:21:03
Neil at neilschafercom Remember , I'm the real Neil.
00:21:07
That's N-E-A-L and you know it's beginning of 2025.
00:21:12
So one of the objectives or I should say KPIs I'm looking at
00:21:16
this year is I'm gonna try my best and you've heard me talk
00:21:19
about this before to try to get to 100 Apple podcast reviews for
00:21:23
the your Digital Marketing Coach podcast.
00:21:24
All right, we're currently at 60 and it's December 31st, so
00:21:29
can I get to 120, 25?
00:21:31
With your help, I think I can.
00:21:33
So thank you in advance.
00:21:34
If you do end up reviewing it, on whatever platform you listen
00:21:37
Spotify, apple, wherever it is please do send me a screenshot.
00:21:40
I would love to hear from you and personally.
00:21:42
Thank you All right.
00:21:43
That's it for another episode of your digital marketing coach
00:21:45
podcast.
00:21:46
This is your digital marketing coach, neil Schafer, signing off
00:21:49
and wishing you again a very, very happy new year signing off
00:22:15
and wishing you again a very, very happy new year.
00:22:16
Speaker 2: Neilschafercom to tap into the 400 plus blog posts
00:22:17
that Neil has published to support your business.
00:22:18
While you're there, check out Neil's digital first group
00:22:19
coaching membership community if you or your business needs a
00:22:22
little helping hand.
00:22:23
See you next time on your digital marketing coach.
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