Eric Siu argues Google organic search is dying and calls it a "cigar butt." He recommends building long-form content as a pillar, then repurposing it across YouTube shorts, email, and social platforms using tools like GenSpark to reach people wherever they search.
I look at Google organic search as a cigar butt channel where you might get a good few puffs in the next couple years, but the search is— the traffic now is just continuing to go downwards, right? So you're talking about being a million places at once. And if organic Google is just a cigar butt, how do you get the full cigar fresh out of the box at this point? Yeah. So when we say search everywhere optimization, the attention is fragmented now. Podcast is going to go long form on YouTube. You might chop it up for short form. You might throw it onto your email list. You might then take the long form and dump it into GenSpark or something. It'll generate a nice social post for X or LinkedIn, but you're trying to hit everything, but you have one pillar that you start from the top.
