Eric Siu says stop betting your growth on Google search. LLMs train on content from Google, YouTube, Reddit, TikTok, and LinkedIn, so publish where your audience actually finds answers across all those platforms instead.
So my take on this is that I think it's a smart thing to act as if it was zero, but that doesn't mean you treat it as nothing. Okay? So you still treat it as part of your strategy, right? Because the understanding is AI overviews or LLMs, they're still grounding on these search results. These LLMs still need content from somewhere, whether they're grounding on Google, they're looking at YouTube, they're looking at Wikipedia, they're looking at Reddit. They're looking at TikTok, they're even looking at LinkedIn now. So you still want to have some type of strategy, but what I'm really looking at here is, Neil, maybe 10 years ago or so, 15 years ago, where companies bet their entire strategy on SEO, those days are gone, okay? So I think— oh, I thought you were saying something, but it's actually a car going by. So those days are gone, and I think you need to start thinking about the search everywhere strategy that we've been talking about for the last few years. But I think certainly, like, having no expectations around search traffic, I think that's a helpful mindset to have.
