The internet is changing. Right now. I’m not sure if we’re all ready.
In the old days, companies created websites, and filled them with good quality (sometimes) SEO content. Google would send people to the sites with the best SEO. And Google made its money from advertising. But those companies got the eyeballs. And the sales. That is no longer the future.
Today, Google wants to serve the information itself. So, it will use AI to scrape the content from your website and present it to its users on Google. Very convenient for users. No need to search through results, or to click through to websites. Utterly disastrous for business who rely on their website to make sales, find new customers or build their brand.
This is not the distant future. This is happening now.
And it’s not just Google. Sites like Perplexity.ai are already doing this. Conservative estimates are that we have about five years until Google perfects this. It may well be less.
How can you make this seismic change work for your business?
Take these next few years (and it really is only handful) as an unmissable opportunity to create the best possible content you can. Super-high-authority stuff that is genuinely interesting and adds value. That’s what Google is going to want to show. That’s what is going to keep you in the game.
Now, I know, I know, I would say that, wouldn’t I? Because that is the sort of content our 25 senior-level writers create at Alex Genn Copywriting. And, yes, I’ve been banging on about this for years, that it is quality, originality and real value of content that makes a difference to your brand and your enquiries. I genuinely believe that everything else makes you just a part of the static noise.
Good news! You ALREADY have everything you need
You have the most fantastic expertise in-house. It’s what your business is built on. You just need to turn that into original, thought-leadership content. This is the insight-rich content that Google will be looking for over the coming years. It is the ONLY type of content that is going to keep eyeballs on your brand.
But the clock is ticking
If your content machine isn’t up and running, you’re already falling behind. If our content machine is churning out regular but mediocre content to drive SEO, you need to inject some quality – and fast – because large churn, SEO heavy stuff is going to be as useful as a chocolate teapot.
How we help
We understand your in-house experts do not have time, or often the inclination to create content, seeing it as secondary to their role. That’s fine. We interview them in just 25 minutes, and turn that conversation into valuable thought-leadership content, such as articles, whitepapers, case studies etc – whatever fits your strategy – but always high quality, original content that marks you as the go-to brand in your area. Talk to us about how we can help.
If you’re interested how the internet is changing, there’s a great two-part podcast about this on the ‘Search Engine’ podcast, title of the episode is ‘How do we survive a media apocalypse?’ Go on, Google it; while you still can.
