In this informal conversation between Eric Siu and Neil Patel, the hosts discuss recent shifts in how Gen Z discovers information online, highlighting a Sprout Social Q2 2025 survey that shows only 32% of Gen Z still start with Google, while 41% turn first to social platforms such as TikTok, Reddit, YouTube, Amazon reviews, and ChatGPT. They argue marketers must broaden beyond traditional SEO to meet this audience. The dialogue then moves to practical tactics: using brand‑name bidding software to only bid when competitors are present, saving ad spend; managing Reddit communities to engage authentic conversations despite potential backlash; and the importance of low pay‑per‑click (PPC) client churn, with Patel noting a 7% annual churn rate, implying long‑term client relationships. Finally, they touch on AI‑driven hiring challenges, noting that as AI tools proliferate, agencies must raise hiring standards and set clear expectations. Throughout, the conversation is conversational, with a mix of enthusiasm for new opportunities and cautious optimism about adapting strategies.
Chapters
Speaking of SEO, so Matt Diggity tweeted this. It says your SEO strategy is missing 41% of potential customers. So basically 41% of Gen Z uses this marketing channel first. Which one do you think it is?
41% use this marketing channel?
41% of Gen Z, they use this marketing channel first.
TikTok.
Yeah, so it is scrolling Reddit, ChatGPT, and trusting TikTok recommendations. So this is Sprout Social's Q2 2025 survey. So only 32% still use Google, 41% of Gen Z now uses social platforms first. And so that's the shift that's happening, whether it's like looking at, you know, Reddit or YouTube, checking reviews on Amazon, ChatGPT for alternatives. So Google, 32%, still big, but, you know, as marketers, we have to adapt because here's the thing, like, you know, when you and I, like, let's say we're speaking at SEO conferences, SEOs like to stay just in one area. You've got to branch out at this point.
Yes. Yeah. Yeah, dude, you should, seriously, if I would go back, you should go run ads on your own brand name.
Let me see yours here. You can pick the next topic.
I'm just going to look at this. I don't see ads right now for mine.
Yeah.
I don't know what software we use, but when we see other ads and it turns on and when there are no other ads, it turns off. So we're not burning a lot of money.
Oh, what are you using for that?
I don't know, but just text me and I'll find out from you.
Yeah, yeah, yeah. I'm going to text you and text you right now.
It saves us quite a bit of money. It saves our clients a lot of money too.
I like that.
Because you don't want to bid on your own name when there's no one else bidding. You want to bid when there's someone else bidding.
Uh, brand name bidding software. Okay, there we go.
I'll find out from the team.
Cool.
But we've been using that for years. It saved us, it saved a lot of our clients money too.
Yep. Oh, this is interesting. So Neil, when I search your thing, number 3 is, uh, you got some Reddit posts up here.
For NP Digital? NP Digital. I haven't seen.
Dude, yeah. Just get a community manager on that.
Okay. Yeah. It says something tells me I don't want to work here. Eric's too nice to say it.
That's not for me to say.
Yeah, they recently landed an interview. But that was nice of him for not saying, but I didn't mind just saying it. But yeah, dude.
But by the way, I mean, what you would do there is very simple.
You would jump in yourself and respond and Oh, but Reddit's going to hate me if I respond.
Why? It's an authentic response.
I'm telling you, I've responded on Reddit before. They hate me.
Well, if it's the same SEO community, then yeah, probably.
Yeah.
Yeah. Anyway, so I'm going to, I'm going to pick the next one. Um, so you can pick.
Here's an interesting fact. All right. They're telling me they don't want to end up working here. They've been doing pay-per-click, yada, yada, yada. I actually have this recent stat. Do you know what our churn rate is on pay-per-click clients?
Per year? Yeah.
10%?
I actually got some stat last week.
Nope, 7%.
I was close.
It was close, but 7% is really good churn.
Yeah.
That means we do good work with—
Your clients.
With pay-per-click.
Yeah.
So I know some people aren't, may not be happy when they interview with us because they don't get a job or whatnot, but that means the average client on pay-per-click lasts 14.28 years. We haven't been in business that long, but it's around 7%.
Yeah, but that's, by the way, this reinforces again, when I talk to people more and more, all the AI stuff we're talking about, it means you have to make it harder and harder to join your company. And the way we set expectations, by the way, we interviewed a couple of people for YouTube Stripes. So what are you paying for AI right now? Oh yeah, I just don't know. I borrow other people's stuff. Not good enough. Okay. What's the most impressive thing that you've done? Yesterday we talked to somebody. This is the final stage of SEO interview. What's the most impressive thing you've done with SEO? Well, with CRO, I did this. Wait, what?
