Spoilers and Plot Twists: AI, Changing Search and The Human Touch

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digital marketing? Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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I wanna talk about films… Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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So let’s look at where we are in 2024. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Google’s shit, right? Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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AI appears to be a threat. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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And shitty-no-vision-haven’t-got-a- clue-about-our-industry people are making fuckin’ crazy decisions. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Part 1: AI

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The content-stealing hype behemoth Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Google AI Overviews Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Part 2: Google Enshittification

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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You will have seen things similar to these… Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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On purpose?

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Part 3: Google “Leaks”

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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These are not ranking factors. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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“The ingredients not the recipe” Mike King Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Clicks might matter. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Chrome data may be used. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Anchor text is important. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Anchor text is important

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User signals matter. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Small personal sites are flagged. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Google told us all along… Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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…Sort of. Google told us all along… Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Which unfortunately is not what some of us want to hear… …and rightly so. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Part 4: Humans

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The messy middle. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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We search differently now. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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And with the stuff I’ve been talkin’ about it’s gonna get more splintered. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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What can we do? Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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A couple of things. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Scenario planning over strategic planning. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne Traditional Strategic Planning Scenario-based Planning

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Critical thinking. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Look backwards and forwards. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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And above all else. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Embrace your creativity. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Stand out from the sea of sameness. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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“You’ve got to take the observer from the ordinary, to the extraordinary, to the astounding” Ricky Jay, Magician Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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“To stand out from the crowd, you've got to flip the ordinary on its head. Creativity isn't just about thinking outside the box—it's about defying gravity” John Backflip, Inventor of the backflip Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Your presents… Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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It’s all going to be okay. Things change. Sometimes quickly. You just gotta be as best prepared as you can. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Nothing’s dead. SEO is not dead it's just gonna be different. Marketing isn't dead it's just gonna be different. Wayne Barker | SEO & Digital Marketing Consultant @wayneb77 barkerwayne

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Resources ● https://speakerdeck.com/wayneb77/chess-the-wu-tang-clan-and-looking-at-the-bigger-picture ● https://speakerdeck.com/wayneb77/game-over-quality-over-quantity ● https://thescriptlab.com/features/screenwriting-101/14158-spoiler-alert-our-brains-love-plot-twists/ ● https://www.altaonline.com/dispatches/a4688/the-pledge-the-turn-the-prestige/ ● https://ipullrank.com/google-algo-leak ● https://www.wheresyoured.at/to-serve-altman/ ● https://www.theguardian.com/technology/article/2024/jul/20/google-is-the-worlds-biggest-search-engine-broken ● https://doctorow.medium.com/the-specific-process-by-which-google-enshittified-its-search-1ffd3b02d205 ● https://www.criticalthinking.org/pages/defining-critical-thinking/766 ● https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/ ● https://nobl.io/changemaker/planning-in-uncertain-times/ ● https://www.wheresyoured.at/tss/ ● https://www.wheresyoured.at/rotcombubble/ ● https://www.wheresyoured.at/the-men-who-killed-google/ ● https://www.blindfiveyearold.com/what-pandu-nayak-taught-me-about-seo ● https://www.blindfiveyearold.com/its-goog-enough ● https://searchengineland.com/federal-judge-rules-google-violated-antitrust-law-444756 ● https://searchengineland.com/google-declared-a-monopoly-industry-reactions-and-implications-445014 ● https://www.iloveseo.net/secrets-google-hides-in-plain-sight-and-how-to-use-them-to-assess-our-seo-strategy/ ● https://www.iloveseo.net/oh-my-mum-or-how-to-think-seo-in-the-era-of-algorithms-based-on-ai/ ● https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/