What I learned at Google I/O - Search is radically changing!

Interactive Transcript

spk_0 Okay, welcome to another episode to a live episode of AI news you can use with me, Dr. Marie

spk_0 Haines. This month has been crazy. I just got back from Google IO. I was honored to be

spk_0 invited. I really don't know how people get invited to Google IO. They invited me as part

spk_0 of a group that they called the Builders Group and we had some special talks and some meals

spk_0 and things that they provided for us. I learned so much about the future of search through this event

spk_0 Google IO. So what we're going to do today, this is a little bit of a different type of episode. It's

spk_0 a live podcast. So bear with me if we have some technology hiccups. There's a chat area if you're

spk_0 here live. So feel free to talk amongst yourselves and to ask questions. I'm going to try to cover the

spk_0 questions in the chat. What we're going to do is we're going to cover AI mode, Gemini Live search,

spk_0 which is very, very interesting. And AI and Chrome all sorts of really interesting things that are

spk_0 happening. We're also going to talk about agent mode. If you have been following my work, you know,

spk_0 that recently I've really been talking a lot about agents and there's really going to be a lot of

spk_0 change in the web in terms of agents. So I think probably the best way to do this, I'm going to

spk_0 screen share my, see here, my blog post. And I'm going to ask you in the chat because I had an

spk_0 issue last time. Can you still see me? Can somebody tell me that in the chat? Can you hear me even,

spk_0 several people are typing, okay, you can. Because why did this before we lost me? I mean, you don't

spk_0 need to be looking at me, but it adds a little bit more personality. So here's the first cool thing.

spk_0 I got to meet Sunder Pichai, the CEO of Google. I didn't get to talk to him very much. I told him

spk_0 that my lessons plate used to be, thank you, Google, because Google has given me so much opportunity to

spk_0 to have this really cool life that I could make a living talking to you about things like this.

spk_0 But I didn't tell him that I had to get rid of it because people kept cutting me off on that

spk_0 highway. But anyways, I didn't get to talk to him for very long, but it was really an honor to

spk_0 to take this picture. And then I turned around and Sergei Brin was in the room as well. And I did get to

spk_0 to be in a talk with Sergei Brin and Demis Asabis, which maybe we'll talk about if we have time.

spk_0 I want to talk first about AI mode. So most of you have probably used AI mode. I'm thinking,

spk_0 if you're in the US, everybody has access to it now. You can see it when you go to

spk_0 when you go to search, there's an option to use AI mode. Or one of the little buttons up in the

spk_0 top left where it says news and images and video, you will see AI mode there. And I really predict

spk_0 that eventually AI mode will be the regular search. And there will be a little button at the top

spk_0 to go back to traditional or classic search. That's my guess on what's going to happen. So some of what

spk_0 we talked about on AI mode is probably not going to be new to you. But I think all of us have a

spk_0 lot to learn in how websites are ranked in AI mode because it's different. So AI mode uses this

spk_0 thing called a query fan out technique. I have an article that I wrote a few months ago actually

spk_0 about what we know so far about how this works. Mike King wrote an excellent article just recently,

spk_0 very, very long article. I actually read most of it, which took quite a long time. I agree with

spk_0 what Mike's saying. He's really laid out the foundations of what we need to know about vector search

spk_0 and about how the query fan out technique works. Mike found a patent that is likely behind

spk_0 how AI mode works. I do, and I send a message to Mike, I haven't heard back from him yet. But I do

spk_0 think that he's missing one thing. I think that it's one thing for us to understand how to convince

spk_0 Google that we should be ranked in AI mode. But I really think that AI mode is constantly learning

spk_0 from what people click on. So if you are one of the websites in the carousel, I'm going to show you

spk_0 in a second here what it looks like. If you're one of the websites in that carousel, that's fantastic.

spk_0 But if you are not a website that people consistently click on and go on to get more information from,

spk_0 then you may find that you drop out of AI mode. So I personally think that we're going to see a lot

spk_0 of changes. I'm actually quite excited because a good number of my sites that I've worked with

spk_0 clients that I've worked with are doing really well in AI mode. And that even includes some sites

spk_0 that have been suppressed by four updates. We've been working really hard to get them out of that

spk_0 suppression. One of those sites actually did see a big improvement back to pre-helpful content

spk_0 updates, September helpful content update levels back and in just the last couple of weeks. I don't

spk_0 think that's because of AI mode because it started before then. But Google's algorithms really

spk_0 are changing. So let's see, I'm going to run this video where I did. So I already searched in regular

spk_0 mode and then I hit this little button to go to AI mode. And I don't know how well you'll be able

spk_0 to see this. But I want to show you, let's just go back there for a second. I want to show you how

spk_0 you can see. First of all, it says, kicking off one search. Now I sat in a demo of Gemini Live

spk_0 search, which I'll tell you about in a minute. And the woman who we spoke with, she actually works

spk_0 on AI mode. And she told me quite a bit about how it works. So she said that when you do a search,

spk_0 now first of all, Google said that when people search in AI mode, they tend to type queries that are

spk_0 two to three times longer than what you would type in traditional search. And so she said they take

spk_0 that query and they use a language model to break it up into subtopics. And then they go out and they

spk_0 do searches on the subtopics and find relevant information. Then AI mode again uses a language model

spk_0 to put it all together into an answer, which we're going to see here. And then it decides which,

spk_0 because you're going to see here, it says it's going to search, I think it was 59.

spk_0 I think it ends up being 59 sites for this query that it searches for. And in that case,

spk_0 not all 59 of those sites are going to be shown to users, which is something that I know,

spk_0 I'm not happy about that, but I also understand why, and we can talk about this. If you have

spk_0 talked about the ethics, really, that Google, you know what? Why don't we talk about that a little

spk_0 bit right now? I believe that for 25 years, Google gave us this incredible opportunity that we were

spk_0 encouraged to create content. And then we were able to make money from that content. So we could put

spk_0 ads on it, we could have affiliate revenue, or we could sell things from our website. And I do think

spk_0 that for many websites, that era is ending. Now, is that unfair? Did Google use us? I think they did,

spk_0 you know, I think I looked back a little while back. I can't find it now, but there was a video from

spk_0 Matt Cutts, a former head of Webstan that Google. And he was encouraging people to write niche blogs,

spk_0 how funny now, right? Because a lot of the niche blogs were ones that were impacted by the helpful

spk_0 content system. And you know why they were doing that, in my opinion, was because Google needed

spk_0 that niche info. And the only way to encourage people to put info on the web was to allow us to

spk_0 monetize it. So yeah, I think Google used us to get our content. And I think that a good number of

spk_0 people that revenue source is going. However, I think for many businesses, there will be more

spk_0 opportunities that come with AI mode. So we can talk about that in a minute. So if we can want to

spk_0 do this search, you can see, takes a little bit of time for the websites to appear. And then so

spk_0 here is our, are the websites that Google the search system predicted would be ones that I'd want to

spk_0 click on even after I read this information. So we'll see here that the carousel shows search engine

spk_0 roundtable, the Google blog, CNET. And I don't know who silicon angle is. Maybe that's a big site that I

spk_0 just haven't heard of. And what I find in AI mode, because we're going to see all sorts of things saying,

spk_0 how do you get into this carousel? I do think that for a lot of queries, EAT is important. If you look

spk_0 at almost all of those sites that were shown there, there are sites that we recognize. And so if

spk_0 you're looking for news, then you're more likely to see an authoritative news site in that carousel.

spk_0 However, Google said one thing at I.O. that was really encouraging to me. And they said something to

spk_0 the extent of we hope that AI mode surfaces content from sites that you've never heard of before or

spk_0 have yet to experience. I do believe that Google system that uses, that tries to identify where helpful

spk_0 content lives will get better and better at figuring out that, you know, this website didn't just

spk_0 summarize all the points for AI mode that were used in AI mode, but actually has something that would

spk_0 draw people beyond doing this search. So we'll continue here. And you can see then that there's

spk_0 big, long answer. And it's really good. Like you, if you just want to know what was announced at Google

spk_0 I.O., you could essentially just read this instead of reading my blog post. And I don't see any

spk_0 hallucinations or anything wrong in it. Although I've seen people point out that AI mode is still

spk_0 getting things wrong. Apparently, if you ask if it's 2025, it says no, it's not 2025, it's 2025.

spk_0 And so clearly there are mistakes to be made. Let's talk about that. Why does Google,

spk_0 why would Google put something into search that is not accurate? I really believe that

spk_0 what Google is doing is they need to test AI mode. They need to test these answers. And they

spk_0 need to do it with millions of people. And so the only way to do this is to go live. And eventually,

spk_0 it will get better and better. Claudia asked who else was cited besides Google. And I think of a

spk_0 search engine roundtable was there. And there was this site, SiliconANGLE. I don't know who they are.

spk_0 And then the Google blog themselves and see net as well. So now this is just one search. If you

spk_0 are carrying about, I mean, if you're in this call, you really should be trying to do searches on AI

spk_0 mode. And really think one of the things that you can do is you can take your page, give it to

spk_0 Gemini or chat GPT and ask what are some questions that users would ask about the content on this page.

spk_0 Then search those questions in AI mode. Now, if you're outside of the US, it is possible. Clearly,

spk_0 I got AI mode. I can only get it on my phone, though. I think I signed up for labs,

spk_0 Google labs on my phone using a VPN. But I can't replicate it. I know I have a client in Australia

spk_0 who was able to get it on his desktop with some VPN trickery, but he couldn't figure out how he did it,

spk_0 either. So Xavier, how does Google know when AI mode says something wrong? Are people expected to

spk_0 click on provide feedback? You know, you should. If you see something wrong, you should be clicking

spk_0 the down button. And those, I believe, will go to quality raiders. And I would imagine I'm guessing

spk_0 here, but I would imagine that Google actually uses AI to look at the results and figure out what

spk_0 was wrong in it. But maybe it's all done by humans as well. And yeah, I think that when people are

spk_0 posting on social media of, you know, look at this horrible thing that Google AI did, I think that

spk_0 there's a team that works on, okay, how do we find two in the system so that that doesn't happen

spk_0 again? So yes, if you see something wrong, and if you see something great in AI mode, thumb it up.

spk_0 I often thumb it up when I see my clients in the results. I don't know if that helps or not.

spk_0 Probably my individual thumbs up is going to make a big difference. But yeah, I think it learns

spk_0 by feedback. Claudius says, do you think domain authority matters to AI? So domain authority,

spk_0 that that term DA, I think you probably know this, but just in case, DA was a term that was coined by

spk_0 MAUS. And MAUS was trying to replicate PageRank. And I think they did a very good job, you know,

spk_0 they made because years ago we used to have Google actually gave us a toolbar that told you,

spk_0 it was called the toolbar PageRank. And you know, it became a way that you could determine how much

spk_0 money when people were buying links. It was awful. Like Google gave us this thing that allowed us to

spk_0 figure out to make an economy for link buying that if you had like a PageRank 6 site, you could

spk_0 make a lot more money than if you had a PageRank 3 site. And you know, why did Google give us that

spk_0 toolbar? That was before they had Chrome. And so I, you know, all of us SEOs who installed the

spk_0 toolbar, we were essentially feeding Google with data on that they now get from Chrome. So

spk_0 that wasn't your question though. Really, I think what you're asking is, does the authority of

spk_0 your site matter in AI mode in 100% does? I think it depends on the query though. So I don't think

spk_0 there's a number like I don't think that your Mazda score because that's based on links.

spk_0 Really matters that much in AI mode. But if you are known as an authoritative voice in your

spk_0 industry, then yes, you're more likely to be quoted in AI mode. If you are not known as an

spk_0 authoritative voice, then the way to get there is number one to like become one. The Quality

spk_0 Rater guidelines talk extensively about being known for your topics. And you, those of you who are in

spk_0 the search bar pro area, you have access to the reputation GPT that I created that gives you ideas

spk_0 of like how do you get known for a topic? You go on podcasts, you write stuff that's good enough

spk_0 to get cited, that sort of thing. And then the other way that, you know, I don't think we've seen it

spk_0 just yet to the extent that we will. And this is my prediction, is to write stuff that's original

spk_0 unique and insightful. So earlier this week, Google produced a blog post on how to succeed in AI

spk_0 mode and or in their AI search features. And a lot of SEOs work out like here we go again. It's

spk_0 just another great content. But it said, you know, we they're looking for stuff that's unique,

spk_0 that's original. They actually said that now AI has multimodal capabilities, then you know,

spk_0 pay attention to the images, unique imagery can help and videos as well, can probably help. And so I

spk_0 really think that we will see more and more that truly original content. And original doesn't just

spk_0 mean like the words on the page or original, but something where if you read all of the stuff that's

spk_0 in this IO AI mode answer, and you read the websites that were already ranking, would people still

spk_0 want to read your website? And you know, and if the answer to that is no, then there's you probably

spk_0 aren't original and insightful. So yeah, Zager says I found that blog article was a bit generic.

spk_0 I do honestly believe that originality really matters. I think the problem is that many of us

spk_0 don't really understand what originality is. So think of it this way. I often tell this analogy

spk_0 of going to the library and you ask the librarian, I would like 10 books on what happened at Google

spk_0 IO. And the librarian brings one book back and says, well, this one is from the Google blog. You know,

spk_0 it lots of people read that. This one's from CNAT, you know, but a lot of people found that interesting.

spk_0 And this one's from Marie Haynes. She was there personally and wrote her experience about it.

spk_0 And then you know, what is it about your blog post? Because you can summarize what was at IO,

spk_0 but unless you add something that makes people go, yeah, yeah, I want to get that book,

spk_0 then it's going to be hard for you to convince Google that they should be showing you.

spk_0 Yeah, Xavier said it's hard to convince people to write content and add value to make it truly

spk_0 unique. And I think, I actually think this was part of the reason for the helpful content update

spk_0 that Google was using machine learning to learn when content truly was unique. A lot of the content

spk_0 that was impacted was like pretty decent content. But like if you took it away from the web,

spk_0 nobody would be crying that it was gone. And so if it's anyways, we won't get into

spk_0 helpful content too much. We decided I think the other day that it was kind of a swear word to say

spk_0 helpful content. It's it's destroyed so many businesses that update. And so okay, well let's

spk_0 keep going here so you can see again, that AI mode gives a really, really thorough answer.

spk_0 The other thing, I don't know if I did this in the video, but you can ask a follow-up question

spk_0 on AI mode. And then okay, so here, these are just the same websites that were shown in the top

spk_0 carousel. Oh, there's a couple of other ones there too. You know, I don't know who why this one

spk_0 was chosen. If you're working on client work or trying to rank your own websites, I would be

spk_0 looking at every page that Google has ranked. And I would be trying to think why would people

spk_0 want to see this this article? And some of them it's obvious like the Google blog is from Google

spk_0 Cystrics. Interesting. Google auto complete from 2021. I don't know why Google showed that.

spk_0 But just you know, start looking. I put a little spreadsheet in the search bar.

spk_0 Again, the pro area for some tips and some prompts you can use to try to figure out what's original

spk_0 and unique. Now AI mode is not just search and that's the thing that I think we really need to grasp.

spk_0 AI mode will eventually kind of morph with Gemini and Google's final goal. I wrote about this at

spk_0 the end of my article. Google's final goal is to produce an assistant that will be with us all

spk_0 the time that will help us do many things in our lives. And so there's a lot that AI mode is going

spk_0 to do. We're just at the beginning. I should point out that Google said repeatedly that we are in

spk_0 a new era of search that search is being transformed with Gemini 2.5 at its core. Like this was

spk_0 a really big deal. This is not just an experimental product that they're trying to stuff AI into.

spk_0 And I also want to say that because a lot of people will say, well, Google is just trying to

spk_0 copy chat GPT. I mean the T and chat GPT is for a transformer which was Google technology that

spk_0 Google gave away to the world. And I believe that this was their goal right from the beginning was

spk_0 to create an AI assistant. And the web is just a part of that. Here's an interesting thing. If you do

spk_0 a search for search engine or search engines, you don't see Google in there. It's interesting,

spk_0 right? I don't think it's their goal to be a search engine. Their goal is to be helpful to people

spk_0 and help them find information. So, yeah, I won't actually, I don't know if I can't play. Let's just

spk_0 see here. Intelligence would be the ultimate version of Google. Can you hear that?

spk_0 Just before I go on here. Oh, okay, wonderful. Thank you. Okay, so Larry Page, one of the co-founders

spk_0 of Google who is not at IEL, I would love to meet Larry Page. This is him in the year 2000.

spk_0 Intelligence would be the ultimate version of Google. So, if we had the ultimate search engine,

spk_0 it would understand everything on the web. It would understand exactly what you wanted.

spk_0 And it would give you the right thing. And that's obviously artificial intelligence.

spk_0 So, Google's goal from the beginning, or at least from, you know, maybe it wasn't the very

spk_0 beginning, but at least like within five years in, they were starting to figure out artificial

spk_0 intelligence and machine learning. So, last year at Google IO, I had the honor of Jeff Dean,

spk_0 the Chief Scientist of AI at Google sat down next to me randomly at lunch. I was like, this guy

spk_0 looks familiar and then I realized, oh my gosh, he's Jeff Dean. And he pioneered, he wrote so many

spk_0 papers, NAP reduced papers on mixture of experts that were used by Google to create these systems

spk_0 that could take the world's information and turn it into something that people can use to be useful.

spk_0 So, let's talk about Gemini Live. So, you've probably used Gemini. If you have, I think it's

spk_0 actually available even on the free version of Gemini now, that you can use Gemini Live and you

spk_0 hold your camera up to something and you can talk with it. I'll let me see if I can demo it.

spk_0 Let's see here. Let me try. So, if I go to this bottom button here, your connection was interrupted.

spk_0 That's funny, tech. And I'm going to point my phone, hey Gemini, how's it going?

spk_0 I'm doing well. Thanks, friends. I see you're looking at something on your laptop. Is there anything I could help you with?

spk_0 Yeah, what do you think I'm doing? It looks like you're pointing your phone at a laptop displaying a website.

spk_0 Are you trying to get more information about something on the screen?

spk_0 Can you tell me what kind of webcam that is? That appears to be a Logitech webcam.

spk_0 Is there anything specific you'd like to know about it? Do you know what kind it is and how much it costs?

spk_0 It's hard to tell the exact model from here, but it looks like a Logitech Streamcam. They usually

spk_0 cost between $150 and $200. Would you like me to find the price for this specific model?

spk_0 Yeah, where can I buy one?

spk_0 You can buy one online from retailers like Amazon or Best Buy or directly from a Logitech website.

spk_0 Do you want me to find a link for you?

spk_0 Right now, I know you couldn't see my screen there, but I was clearly just showing it the camera that I'm using.

spk_0 It got the right kind. That's Gemini Live, but there will also be Search Live.

spk_0 Right now, it's just telling me, hey, I can find you a link. Eventually, there will be an overlay on the screen.

spk_0 That's what we demoed. I went in a little room and they had some things set up some books on a shelf.

spk_0 Then I asked, they said, what to ask it? What's a good summer read for? I don't know really what a summer read

spk_0 is, but maybe a shorter read, I don't know. The woman said that what Gemini would do then is

spk_0 search for what is a summer read and then it would search for the names and the books.

spk_0 Then it provided me with links to Amazon and to other places to buy it.

spk_0 This is something we really need to think about. I was working on a report for an e-commerce client,

spk_0 and I happened to have one of their products in my house. I asked Gemini, what is this?

spk_0 If it broke, where could I get another one? It recommended three sites of which my client was the

spk_0 second site. We should be trying to think about how this will work. That's with cameras,

spk_0 and then there's also the glasses. Here I am looking very, very geeky. I get to try that prototype

spk_0 of the glasses. When glasses come out, they will be much nicer looking. They're going to be made by

spk_0 Warby Parker and Gentle Monster. Then there will be other companies eventually that make them as

spk_0 well. What fascinated me is I clearly have prescription glasses. Google took my glasses and

spk_0 did some scan on it and then put this film over what I was wearing and I had perfect vision,

spk_0 which is really wild that these glasses cost hundreds of dollars. You can just do that in a few

spk_0 seconds. It's pretty crazy. I don't know if Kim is here. Kim, Koolman, Harris, and I were

spk_0 together hanging out. We both had the glasses on and the demonstrator said, okay, can you see the

spk_0 weather and the time? I was like, what are you talking about? Then I focused my eyes a little

spk_0 bit differently and right in front of me was really clear display with the weather and the time.

spk_0 We walked around this room and asked questions about paintings. It was very, very cool to talk.

spk_0 Eventually, Gemini and glasses will also be able to show you Google Maps and the maps will be

spk_0 down on the ground. If you're walking somewhere, it will just show you exactly where to walk,

spk_0 which is pretty cool. This is really going to change how people search. I picture that I'll be in

spk_0 and I'll tap the way you turn it on as you tap the sought of your glasses and I'll just say,

spk_0 what is this bug that's on my plant? Gemini might say, well, that looks like it's an aphid

spk_0 and you probably need a spray for that. Then Gemini will show me where I can buy it. We'll talk in

spk_0 a minute about Google is going to be creating buying agents that will buy for me so I won't even need

spk_0 to go through the checkout. Eventually, at the IOT, they had a little thing called Pie in the

spk_0 Sky and these really delicious pies were delivered by Dron by a company called Wing. Google has

spk_0 partnered with Walmart and right now, Google and Walmart are delivering supplies for disaster relief.

spk_0 I think there's a lot of regulation that happens before Google Dron comes from Walmart to my backyard

spk_0 to give me the spray that I need for my flowers. But I do think that that's where we're headed

spk_0 dimensionally. So the way people search is going to change. It was very, very helpful and very

spk_0 intuitive. I just really found it really easy to switch between actually seeing and then seeing

spk_0 the little screen that we have. I feel free at any time if you guys have comments or questions to

spk_0 in the chat. I'm pretty good at stopping back and forth. So if you want to add something, go for it.

spk_0 The next thing is personal context. This is going to change search. So you will need to give

spk_0 your permission for this. And I know a lot of people won't want to. But Google has, you know, I have

spk_0 how many years have I been using Gmail for? I have years and years and years of context on what's

spk_0 important in my life. And so you can give Google access to that and your other Google products. So

spk_0 you know, when you're Google Docs, in Google Maps, the locations that you've been to, the example

spk_0 that they gave was in AI mode, you might search for it. They said things to do in Nashville this

spk_0 week with friends were big foodies who like music. And then AI mode will show me restaurants that

spk_0 like really need. They know that I like outdoor seating because that's what I booked in the past

spk_0 or something like that. So the big thing about personal context is that there's no way that you can

spk_0 do keyword tracking for that. And keyword tracking really is going to be difficult anyways because

spk_0 we're going to be having conversations with AI rather than searching with keywords. So what do we

spk_0 do about this? I think it's really, really important to develop an audience. And you know, I want to be

spk_0 in people's Gmail. I want to I have a newsletter and if you're interacting with my newsletter,

spk_0 then there's a good chance I think in the future that if you search for something and Google has the

spk_0 choice of showing you my website or other websites that you've never visited before, that's going

spk_0 to show you mine because we have a relationship together. So I and then the other thing I think about

spk_0 is bookmarks. And you know, we don't I don't know how many of you bookmark pages. I do bookmark

spk_0 stuff and I print stuff and send it to people. One of the questions in Google's documentation on

spk_0 creating helpful content is whether your content is bookmark worthy. And so I don't think it's a

spk_0 direct ranking factor. I don't think like, oh, 40 people bookmark this page. Therefore, it gets

spk_0 a ranking boost. But the types of pages that people find valuable enough to bookmark are the

spk_0 types of pages that Google wants to show to people. So, so yeah, personal contacts. When did they

spk_0 say that was coming? Did I write that? I'm not sure. Some of these things they said were coming

spk_0 by the summer. I do believe that most of what we're talking about here will be live and probably

spk_0 globally by the end of the year. I don't know that 100% for sure. But I think, you know, I wrote a

spk_0 little while back how Sundar Pichai said that search is going to change radically in the year 2025.

spk_0 And I do believe it. Jeannie says audience connection. A domain with a large engaged audience often

spk_0 signifies it's trusted and authoritative source in its niche. Yeah, people share and link to it and

spk_0 discuss the content they found on it. So, so yeah, I do think that having an audience is important.

spk_0 And that's why when Google came out with the helpful content update or system, they published

spk_0 all this stuff on people first content. And I hated the wording that they used. They said,

spk_0 do you have an existing or intended audience? Well, you know, everybody has an intended audience.

spk_0 I think if you have an existing audience outside of search, like if Google search went away,

spk_0 would you still have a business? And if the answer to that, I mean, you might have a reduction in

spk_0 business, but if the answer to that is yes, then then I think you're probably going to survive

spk_0 through the next era of search. Xavier, now we'll see websites displaying a pop-up asking

spk_0 the bookmark, the current page before we leave. I've considered that. You know, I think it's not

spk_0 a bad idea. I think even better though is creating content that people want to bookmark. So, like,

spk_0 for example, my I started creating a page on Google Algrow them updates. Oh, I haven't had a day. I

spk_0 have wanted to that yet. In like 2011, I think I started doing that page. And it's been bookmarked

spk_0 many times. And then it often ranks well. Sometimes it doesn't. I think it's because I don't always

spk_0 keep it fresh. That's if I could give you one hint about ranking right now, it would be freshness.

spk_0 Google is really seeming to reward pages that have new information, fresh information on it.

spk_0 Okay, let's talk about Gemini and Chrome. Do any of you in the chat have access to this yet? Because

spk_0 it apparently is live now in the US for English users. And only on MacBooks and Windows PCs,

spk_0 which is wild to me because I have a Chromebook. You would think that Chromebooks would get this first.

spk_0 I knew I'm in Canada, so I don't get it anyways. But this is really going to change how people use the

spk_0 web. So, let's see here. You saw it in your MacBook Genie. I guess you haven't haven't tried it out yet.

spk_0 I think at first it'll seem like a novelty. And then we'll start figuring out how to use it.

spk_0 The example that they give here is they're saying this is a recipe page and somebody is asking,

spk_0 how can I make this dairy free? And so people will take your recipe and then say, well, you know,

spk_0 I want to make this dairy free, nut free, or I don't have any sugar. What else can I use?

spk_0 That type of thing. And so how does that change? How we make content?

spk_0 I think I would like to be creating content where I'm like, look, here's my process for

spk_0 getting into AI mode or AI overviews. I just publish something in the search bar this morning on that.

spk_0 And then suggest that people use Gemini and Chrome to personalize it for you. And I'll probably put

spk_0 on my web page. Here's a prompt you can use if you open Gemini and Chrome to personalize this

spk_0 for your website. And so that's one thing. But the other thing that I'm worried about is e-commerce.

spk_0 Because I think if I'm on a product page, then I could use Gemini to say, like, where can I get this

spk_0 for cheaper? Or what do you know about this? Like, does this retailer have a good refund policy

spk_0 or good shipping? Are there complaints about this retailer? And so I think that we're going to see

spk_0 this change a lot of things. Glenn gave shared this example where he was watching baseball in Chrome.

spk_0 How many saves does Luke Weber have this year? And then Gemini answered, oh, interesting,

spk_0 sharing, oh, it shared a video. So it was he was obviously on YouTube. So interesting stuff,

spk_0 right? I think that's really going to change how we do search. And we'll come up with new and

spk_0 interesting ways to create content in a way that encourages people to use Gemini and Chrome.

spk_0 Of course, people will use it to summarize big long articles. I find that interesting. Like,

spk_0 I still don't really like AI summaries of articles. In my newsletter, I write it myself

spk_0 because I always feel like it misses the important parts for me. But I do find it useful when I'm reading

spk_0 like a patent or a scientific article that maybe is like 200 pages long and I don't want to read

spk_0 the whole thing. So yeah, lots of people will be will be using this. Okay, let's talk about project

spk_0 Mariner. And then we'll talk about agent mode. Maybe I shouldn't have put these two together.

spk_0 Project Mariner is the thing that will change how it'll be the thing that causes jobs to be lost.

spk_0 And it'll be the thing that causes some people to have a huge advantage over others. So right now,

spk_0 project Mariner, you can only use it if you have Google's new expensive AI plan. They right now,

spk_0 Gemini advanced is $20 a month. And this Gemini Ultra is $250 a month. Can you imagine

spk_0 paying $250? I mean, I'm already paying $200 a month for OpenAI Pro. It's going to be so confusing

spk_0 because OpenAI Pro is the super high level. And now Gemini Pro is the $20 a month level. Ultra

spk_0 is Google's super high level. I'll tell you as soon as this is available in Canada, I am buying it.

spk_0 And the reason for that is that I believe that it will save me many hours of work

spk_0 that would save me far more than $249 actually in Canadian. It's like $332 a month.

spk_0 So I demoed Project Mariner at Google I.O. And I asked, I was like, here's what I hope it will do.

spk_0 And the guy was like, yeah, I don't see why it couldn't. Anything you can do in your Chrome window,

spk_0 you can teach AI to do it for you. So you can have 10 Chrome browsers open at one time. And you can

spk_0 teach Project Mariner repeatable tasks if you want. So for example, when I go to publish my newsletter,

spk_0 one of the things that I get takes me probably about four hours to get it from like, I'm done in

spk_0 Google Docs to put it everywhere where I need to put it. So I'll be able to say to Project Mariner,

spk_0 you know, put this in the search bar and, you know, optimize the images. I do it like this.

spk_0 You know, make sure that all the parts are bolded that need to be bolded and things like that.

spk_0 And then another window will be putting it into convert kit and creating my email based on

spk_0 the template that I used to send my email out. Another window will be opening up LinkedIn,

spk_0 another one on X and another one on blue sky that'll be writing a tweet or a post for me to do.

spk_0 And then each of them will complete their task and then send me a message to verify that I want

spk_0 to go ahead and hit send or complete whatever I'm going to do. So that's one thing. And then the other

spk_0 thing we can do is client work. So this is very similar to OpenAI's operator, which I was just

spk_0 using before this call for a client. The difference between operator and this is that Project Mariner

spk_0 uses my browser, whereas operator uses a remote browser somewhere, you know, probably in California.

spk_0 So what I did this morning was one of my clients were trying to figure out some things that we can

spk_0 do to improve user engagement and they have access to the working with a company to do A.V.

spk_0 testing. So they asked me for ideas for A.V. testing and I came up with some ideas and then I sent

spk_0 off Project Mariner and I said do a search for this product. And as if you were buying it,

spk_0 do the search on Google because it will use Bing, but if you ask Project Mariner to use Google,

spk_0 it will. And then I said on each of the websites you're on, take note of what's really good for

spk_0 people and likely to be satisfying for them and potentially lead to conversions and what's not.

spk_0 And then I said now go to my client site, which it actually did anyways, but go to my client site

spk_0 and make a list of the things that they could consider A.V. testing. And it gave me a list of,

spk_0 I think I asked for 10 things of which like eight of them were fantastic and we will probably do.

spk_0 So I don't know if Project Mariner will maybe check rankings for us. Rankings, I say with

spk_0 air quotes because keywords won't be a thing anymore. But I think all sorts of things like

spk_0 I saw Will Reynolds had a really excellent video the other day where he was like,

spk_0 the more you'll know you get used out of agents by how many Chrome tabs you have opened.

spk_0 So if you're doing work for clients and you're like, search this, click this,

spk_0 screenshot this, then that's the type of thing that will have our agents do. So why does this

spk_0 cause the end of work for some is because like right now I do almost superhuman work

spk_0 in publishing newsletter. It used to take me. I had a team of 12 and almost everybody on the team

spk_0 would be involved in publishing newsletter. And now I made the choice to take all that work on

spk_0 myself rather than to manage a team. But now it's basically like me having employees and

spk_0 the employee can work all day every day if I want it to and has no emotional needs.

spk_0 Not a hit on any of my former employees. They're wonderful. I love them all. But you can see that

spk_0 eventually AI will be trained to do a lot of the things that I do. So Project Mariner is one

spk_0 thing. And then Google said that they're going to be introducing agent mode. Agent mode is the

spk_0 start of using AI mode as your agent to connect with agents on other websites. I wrote an article

spk_0 and I did a podcast episode a little while back about agent to agent protocol. And what that is

spk_0 is basically exposing the information on your site in a way that is easy for other AI agents to

spk_0 read it. And so Google gave this example. I can't make that small. Of buying tickets. So they

spk_0 partnered with ticket master and with a few other places. And this AI answer tells me, all right,

spk_0 here's the cheapest seats. I want affordable seats. See how it looked for these two tickets on

spk_0 15 sites. And then I think I messed up the order of these. It told me the best value tickets are

spk_0 these ones here. And there's a button to purchase on seat geek. And if you do that, so this is,

spk_0 I think this is seat geek. You can have your agent do that. And I didn't actually visit the website

spk_0 at all. There's another video that I've shared a few times with Sachin Adela, the CEO of Microsoft.

spk_0 And he says that within a few years, SaaS and business applications will be no longer. Because what

spk_0 SaaS is essentially a database of information with some type of a graphical interface on it.

spk_0 And very soon for things like this, you might say, well, what if I want to explore for myself?

spk_0 Well, you can ask your agent to do that. If you're like, I want seats that are in the front row

spk_0 or whatever, like your agent can do that. So a lot of websites now, that's going to change

spk_0 how people shop online. Let's see here. Okay, next. Custom charts and graphs. This is exciting.

spk_0 And also is not good for some websites. So what you'll be able to do in AI mode. And right now,

spk_0 it'll be, I think this is coming in the summer. It'll be just for sports queries and for

spk_0 financial queries. And so the example that they give here is the white socks. Here's a breakdown of

spk_0 my computer thinks that I'm not using it. Okay, here's a breakdown of the team's home win

spk_0 percentages by year. And it made a chart. Now, you know, so I could ask things like, show me how

spk_0 deep into the playoffs, the Leafs went every year and ask it for a sad based emoji on site.

spk_0 Now, and this says, compare the fillies and white socks home game win percentage. And oh,

spk_0 I didn't show you the actual chart there. The thing that concerns me is the financial data. So

spk_0 if you have a lead gem site for, you know, say you're helping people find the best credit cards or

spk_0 the best insurance or anything like that. A lot of that information, I think you're going to get

spk_0 directly from Google search. And I think it'll be very, very helpful for people, but also

spk_0 we'll send less traffic to websites. So, you know, there's some changes coming there.

spk_0 Okay, again, if you have any questions or thoughts, keep going. Don't worry about interrupting me

spk_0 because I'll stop and go back. Okay, deep search. How many of you have used deep research?

spk_0 Deep research is a game changer. There's deep research in Gemini. I think free users get some

spk_0 use of deep research. And then there's, but Gemini advanced users get significantly more.

spk_0 I've never run out of queries, but I know some people who are like using deep research all day long

spk_0 that Google says, okay, that's enough. You can't use anymore. And then ChatGPT has deep research as

spk_0 well, which I really love, especially if you're using O3, the reasoning model. It gives you

spk_0 incredible reports. So deep research, the way they described deep search in AI mode is very

spk_0 someone to deep research. I think it is deep research other than it works fast, much faster.

spk_0 And so this is going to be right in the search results. And you can see this query that like

spk_0 people are asking, how many research an affordable summer camp within a 10 minute drive from my

spk_0 nine and six year old include dates and schedules pricing, aftercare support, all these things.

spk_0 And deep search will go off. And they said it's essentially, essentially,

spk_0 AI mode with the query fan out, except that it will ask hundreds of queries and come back with a

spk_0 report for you. And this will be right within the Google search results. So we can see that that

spk_0 means less need for people to actually go to websites. Perhaps. I, you know, deep research,

spk_0 one of the first things I did, Amy said, you have it and you love it. Deep, deep search or deep

spk_0 research. Deep research is just so good. I don't know that deep search is out yet. I could be wrong on

spk_0 that. And one of the very first things that I searched for with deep research was we're doing

spk_0 composting and we added worms to our compost last year. And I was like, okay, you can take the

spk_0 worm castings. It's like the worm poop and it's really, really good for compost. But there's

spk_0 only so much like we get, we have a fair amount now, but I was like, I bet you you could like

spk_0 put that in water and water your plants with it. And it turns out it's called worm tea if you do

spk_0 that. And so, in the first, every time I talk about worm tea, I usually forget to mention that it's

spk_0 for our plants and people think it's really gross. But I did deep research on how to do worm tea.

spk_0 And it showed me like this massive report on how many worm castings to use versus how much water,

spk_0 how long it lasts for. And in between every paragraph was a link to websites. I read every single

spk_0 one of those websites because I was deeply researching this topic. Now, I didn't actually make

spk_0 purchases from those websites, but I mean, I could have. So deep search could be bad for some

spk_0 websites. It could be really good for other websites. And I think that if you have detailed

spk_0 experiential information that you're more likely to show be shown on deep search.

spk_0 The other thing that is really, really exciting now is if you use deep research,

spk_0 you can add your own sources to it. So you could add a Google slide deck, you could add your

spk_0 docs, you could add all sorts of things and ask Google to make a report based on those things plus

spk_0 the web. And I did this. I tried it with newsletter. I took a list of links and I asked it to make

spk_0 me a headline for each of them and write a two paragraph or a two sentence summary. Now,

spk_0 I won't take those exact summaries. Oh, maybe I will. Maybe I'll do it and you won't know that it's

spk_0 me or Gemini will see. But oh, Genie said you got, is that Gemini in Chrome after updating your

spk_0 Chrome browser? I should try that. Try it with my VPN on. And so, yeah, so I asked oh, deep research

spk_0 in AI mode, transform shopping away from Kimple, simple keyword searches into a highly intelligent

spk_0 personalized and proactive experience. I would see that. I did deep research around Christmas time,

spk_0 I think to find ideas for my children. I was like, they're this old. This is the kind of thing they

spk_0 like. And it found me all sorts of really cool ideas that I wouldn't have thought of before.

spk_0 So back to my newsletter, like this deep research that took my own Google docs and the style of my

spk_0 newsletter as well, made like a pretty good version of each story that I will either use or

spk_0 modify slightly to use, but it'll save me many hours to do that. Oh, you have oh, deep research,

spk_0 Amy. Yeah, yeah. I like I really encourage if you're not sure what to do with it, like just start,

spk_0 you can even ask Gemini or chat GPT, like what should I do deep research on? I love chat GPT's

spk_0 memory. It's a little bit creepy how much it knows about you, but almost every day I asked

spk_0 something like based on what you know of me create this. And you can say like what are some

spk_0 topics that I could explore deep research with? And I'd encourage you to do that. This right here

spk_0 was really cool. I took my notes from IO and then I took my last few reports for one of my clients

spk_0 and I put them into the deep research with your own files in Gemini and I asked it to create a

spk_0 report for my client on what came out of IO for them. And not only did it create a report, but it

spk_0 said would you like a website too? And so it gave me this HTML. I wish I could show you, but

spk_0 clearly I had to blur out some of the client stuff. But it actually was really good. Like a couple

spk_0 of the things I would have changed the wording on. And so I actually put this up on my website

spk_0 on a page just for this client and they took all sorts of notes from it. And so

spk_0 that was just with a really simple prompt. So you can see how eventually we'll be able to produce

spk_0 really good reports for our clients. The other thing I asked was whether I wanted a podcast from it

spk_0 and the clients said it was amazing. I didn't listen to the whole thing, but they know that

spk_0 there's potential for hallucinations. But it's pretty cool what we can start creating with AI.

spk_0 So, okay, let's talk about Ecom. There were some very interesting things. I should have tried this.

spk_0 I stood in so many lines to try things at IO, but this triad on thing is really cool. So what you

spk_0 can do, and this is going to work with any pretty much any retailer that is in Google Shopping,

spk_0 that I can use triad on. I go to my camera roll and I give it a picture of me. Apparently,

spk_0 you can give it a picture of anyone, which is a little bit scary, but like how is Gem night? I know,

spk_0 I guess. I give it a picture of me. And then it will show me the product that I'm looking at

spk_0 and what it would look like on me. That's really cool, right? And so here, this guy tried this shirt

spk_0 on this picture of him. So how do we optimize for that? I really don't know. I really don't know.

spk_0 I mean, I guess have really good images, but you know, you should already be doing that.

spk_0 So yeah, the big change is coming for Ecom. This is the biggest change for Ecom. So,

spk_0 Google talked about a gentick checkout and buy for me with Google Pay, which I could not find any

spk_0 information on. This is funny. I was looking for information to show my client like official stuff

spk_0 from Google, and I searched for buy with me with Google Pay, and then I was in the AI overview,

spk_0 which was kind of funny. And now I'm not there anymore. This shows you how they change so much.

spk_0 So price tracking. So if you're looking for that shirt and you've tried it on, and you're like,

spk_0 oh, yeah, this looks cool, but also it's kind of expensive. You can ask Google to track the price

spk_0 for you, and they will track the price. And when it comes down, your buying agent will send you a

spk_0 message, and we'll say, do you want me to buy this for you? Turn me too much talking. And if you say yes,

spk_0 then it will go ahead and buy for you. So I could not find that many screenshots. This is one

spk_0 that I took during the event myself. And it will initiate the purchase, submit the purchase,

spk_0 complete the purchase. It gives, you know, Gemma is going to have your email address, and then you'd

spk_0 give it your card information via Google Pay. And Google Pay then will, now this is a new thing,

spk_0 buy for me with Google Pay. I'm pretty sure it's a new thing. And I don't know how that changes.

spk_0 Do you know, and if you have thoughts, I don't know if you want to leave a comment there,

spk_0 I see Genie's typing, because I feel like this is a really big change, because

spk_0 like there's no point optimizing your your checkout pages. You're, I mean, I'm sure there still

spk_0 are going to be people that go to your checkout pages, but eventually your checkout pages are just

spk_0 going to be my agent talking to your business agent. And you know, it doesn't really matter what

spk_0 the design of your pages or how quickly your form loads as long as it loads. So, so I think that we have,

spk_0 we're going to have significant change in how people interact on the web. I shared some stuff

spk_0 a little while back of Gemma and I live agent is it called customer service experience where,

spk_0 you know, you'll be able to actually talk with an agent with your voice, show it things with

spk_0 your camera and be like, you know, I want to I want to couch for this area. Here's my living room,

spk_0 can you suggest one? And then the agent can talk with you and then put it into, oh, not you're going

spk_0 to buy a couch online, maybe you do. But you can see that there's a lot of potential there. Oh,

spk_0 no worries, Genie, a Google Cloud meeting, Genie's all over the place. Tell us what you learn.

spk_0 So, yeah, and then we talked about potentially wedding delivery. I'll just briefly go over,

spk_0 oh, I'm not a battery here, gosh, that would be bad.

spk_0 I apologize. Veal 3, now if you have Gemma and I advanced if you're paying the $20 a month,

spk_0 you can use Veal 3, which Veal 3 is really cool. It has sound, it has talking and sound effects.

spk_0 It is really hard to tell that it's AI. Now that I've seen a bunch of Veal 3 videos,

spk_0 I can look at it and be like, oh, yeah, I'm pretty sure that's AI, but we're really getting to

spk_0 the error where it's going to be hard to know. I sat in a fireside talk with Demis Isabis and

spk_0 Darren, I think it's Afranoski. I don't have it written here. And they were talking about, so he

spk_0 created an entire movie for production using a lot of VO for sound effects for B-roll,

spk_0 for all sorts of interesting things like that. And so this is really going to change. Google has

spk_0 an editor now called Flow. You need to be a part of the expensive plan to get the most out of flow.

spk_0 Let me actually play this here. Seeing as you guys have can see the sound.

spk_0 Do you think we live in a simulation?

spk_0 I don't know.

spk_0 Does it matter?

spk_0 In the future, computers will create your television programs.

spk_0 Zeroes and ones.

spk_0 Hey, AI versus 100 animators. Who wins?

spk_0 I do what I want. Bro, is this even real after?

spk_0 Some people claim that we live in a simulation.

spk_0 Would you still love me if I was an NPC?

spk_0 We are coming for you, Hollywood.

spk_0 We are just random numbers.

spk_0 In the machine.

spk_0 Are you real?

spk_0 I am.

spk_0 So that's pretty wild that that was created completely with VO 3.

spk_0 The sound all of the talking is VO 3.

spk_0 And it is a bit scary, isn't it, Xavier?

spk_0 I posted in the search for this morning. The Wall Street Journal spent $1000 on AI tools

spk_0 to create this like a two-minute piece.

spk_0 But it would have cost you know, they didn't need a production crew.

spk_0 It's clearly not exactly what we would get with without AI.

spk_0 But that's pretty wild. What's happening.

spk_0 Now, I didn't see Google Publisher's, but I swear I heard it in the talk in the amphitheater

spk_0 was that Gemini will be able to explain our videos for us.

spk_0 So if I'm asking you know, for a recipe for something,

spk_0 Gemini can probably make the video that explains step by step.

spk_0 And you can imagine when I have glasses on that that's going to be quite interesting as well.

spk_0 We talked about the new AI plans and there's a ton more that we could talk about as well.

spk_0 I'm going to do a separate episode, probably a live podcast.

spk_0 This thing is cool. Stitch.

spk_0 I just asked it for a website.

spk_0 My daughter wants to create a baking website and then we can modify that.

spk_0 Let me end this part and then we'll go into questions if any of you have questions.

spk_0 On Google's vision for building a universal AI assistant.

spk_0 So they publish this blog post and that's their goal is to build a universal AI assistant.

spk_0 I put this video in here because OpenAI, you may have seen partnered with

spk_0 Joni Ives company that he was the man who designed the iPhone and the MacBook Pro.

spk_0 And they're going to be creating a new device, a bunch of new devices.

spk_0 But the first one they've hinted at is something that doesn't have a screen.

spk_0 You just carry it around with you.

spk_0 You remember stuff about your day.

spk_0 You can ask it things.

spk_0 And it sounds like Google wants to be the same thing.

spk_0 And considering that Google is already on our phones and already used by the majority of us,

spk_0 I honestly think that Google will do very well.

spk_0 It would be interesting to see how well OpenAI does.

spk_0 But one thing Devicesh Abba said was that in order to get there,

spk_0 there are still a couple more breakthroughs that have to happen.

spk_0 And also there needs to be a better understanding of the world around us.

spk_0 And that's where we're going to see more.

spk_0 Google's doing a lot in the area of robotics.

spk_0 Waymo cars, oh we tried so hard to get a Waymo and they didn't come to our area.

spk_0 But one day I'll drive in one.

spk_0 Driverless cars are getting pictures of the world around them.

spk_0 And we are going to start to see that the world moves off of screens

spk_0 and onto just life that everything is there ahead of us.

spk_0 So let me end the presentation there.

spk_0 That was quite a long presentation.

spk_0 And we'll see.

spk_0 Any of you have any comments or questions about AI mode, about the future?

spk_0 The talk with Devicesh Abbas and Sergei Bryn was fantastic.

spk_0 I have a bunch of video from it that I want to get out and publish.

spk_0 I'll probably do that next week.

spk_0 And because somebody asked Sergei Bryn, the interviewer asked him to predict what the web will

spk_0 look like 10 years from now.

spk_0 And he said like he can't even predict what the world would look like 10 years from now

spk_0 because so much is changing.

spk_0 So I think we have an exciting future ahead, but also a terrifying future ahead.

spk_0 Xavier says yeah, everything will change.

spk_0 And now I feel like I've been saying this for a couple of years.

spk_0 I think 2022 when I first saw ChatGPT, one of the first things I did was ask it to make a poem

spk_0 about bearish words and John Mueller arguing whether cheese was a ranking factor.

spk_0 And it was just a silly little poem, but I'm like math could produce this just amazed me.

spk_0 And we'll see more and more that I'm actually working on some agents right now that take my

spk_0 site review process and automate a good chunk of it in a way that I'm happy with.

spk_0 And I'm also working on some agents that will help people stay on top of AI and things like that.

spk_0 So that's I'm excited for me.

spk_0 I think I've got a lot of good things coming.

spk_0 But I also think that we just saw today that burial emotive from Anthropic said that

spk_0 within I think he said five years there's going to be 20% unemployment and a lot of jobs lost.

spk_0 But with that comes a lot of opportunity.

spk_0 So if you are here watching this in this presentation or you're watching in afterwards,

spk_0 you're far ahead of everyone else.

spk_0 And I know it can seem very frightening because as human beings we like to have stability

spk_0 and we like to know where our next paycheck is coming from.

spk_0 I do believe that there's more potential for good than that with AI.

spk_0 But we will see, you know, there's a lot coming.

spk_0 Xavier's typing. We'll see what these get to say.

spk_0 The learning curve to master AI is quite tough.

spk_0 You know, this is kind of what I've been trying to think on is because I think in order to know

spk_0 AI, like I don't think we need to know everything about it.

spk_0 Like I think we need to know the basics of how a language model works.

spk_0 We need to experiment.

spk_0 I almost think of talking to chat to be tea and Gemini like talking to a new species,

spk_0 even though they aren't legitimately a species.

spk_0 But I feel like it's like learning a new language and we have a lot to learn.

spk_0 So the best way I could encourage people to learn is to just keep trying to use the tools

spk_0 and trying to use it for stuff that you're doing in your day to day work.

spk_0 So and if it doesn't work, well then you have some experience that you can carry over to the next

spk_0 thing that you try to use it.

spk_0 Carly, A-Trap shows which keywords you're mentioned in AI overviews.

spk_0 What do you use to track mentions and citations in chat to be tea?

spk_0 I don't.

spk_0 I know Samarosh is, I don't know if it's out, but they're working on something that

spk_0 tracks mentions.

spk_0 The thing is, I don't think you can because I think a lot of it's personalized.

spk_0 I think that when I search for some of my own clients in chat to be tea, like I search for key words

spk_0 or phrases or questions that they would rank for, like chat to be tea always chooses my client.

spk_0 But that it's because memory knows that we've talked.

spk_0 So then I do an incognito, like you can go into chat to be tea search without being logged in.

spk_0 And often it's the same, but not always.

spk_0 So yeah, I don't really know how we're going to keep track.

spk_0 When I am tracking is in GA4, you can set up, again, there's a tutorial in the search bar on this,

spk_0 but you can set up very easily something that shows you referral visits from the language models

spk_0 and the different AI tools.

spk_0 And so I'm just monitoring whether they're increasing.

spk_0 Most of my clients, they're increasing regularly, but they're not anywhere near the type of

spk_0 traffic that they get from Google search. And so we have decided that because things are changing so

spk_0 much, we're not really focusing on being mentioned in chat to be tea.

spk_0 And because we have a lot of theories on what that takes, but a lot of it is the same as what we do for SEO

spk_0 is like, you know, become known for your topics, produce helpful content.

spk_0 One thing I think we should really be doing it for SEO already, but not everybody is,

spk_0 is focusing on semantics, making sure that you're answering questions in a way that looks good to

spk_0 machines. But then also it's really important to look good to people as well.

spk_0 Nikola, do you think AI conversations will appear in search console as this mode becomes established?

spk_0 I can't see that Google would give us query data or conversation data. We had the big cup

spk_0 bottle where when AI mode first came out, if it sent a visitor to your site, it would say no

spk_0 referer, which made it look like it was direct traffic. And Google said it was a bug. I don't know if

spk_0 it was a bug or what, but they fixed that. I tested it yesterday and now it just comes as Google

spk_0 organic. So it doesn't actually tell me that the search is coming from AI mode. But they did

spk_0 hint that we're going to have something in search console. I think we will probably see which pages

spk_0 are getting visits from AI mode. And yeah, but I don't think we're going to see query information

spk_0 because I don't think that would be possible with the way people are doing conversations.

spk_0 Barbara, Gemini can be a great help in tutoring you on AI. Just ask whatever interests you and

spk_0 it'll be a superb tutor. Yes, I 100% agree with that. And that's a lot of how I've learned what

spk_0 I've learned about AI. One of the hard things is you don't know when it's hallucinating.

spk_0 And if you search for stuff on SEO, it's really easy. If you know SEO, it'll say things like

spk_0 guest post for backlinks and stuff that is old. We just wouldn't do today. And so we know it's

spk_0 not perfect in its knowledge. But I kind of consider it like talking to a really smart person.

spk_0 Like if you and I sat down and I taught you a bunch of stuff about AI, some of what I say is going

spk_0 to be wrong. Actually, that's something that Dario Amote said today as well as that

spk_0 humans hallucinate more than AI does. And so I really think of it as a really helpful assistant.

spk_0 And yeah, here's a good tip for when you're asking questions like this. You can tell it,

spk_0 I knew I want to learn a subject. Teach me things one part at a time. And that way you don't get

spk_0 this massive long like reading. You can ask questions on every little bit at a time. Oh, Amy said

spk_0 Samaritan says their AI toolkit live. It's $99 per month per domain. I wonder if it's good.

spk_0 I think having some data is better than nothing. They asked me to test it, but I just couldn't

spk_0 commit the time to it. So, you know, I think having something is better than nothing. But I also

spk_0 think that visits from language models will be important for like a very short period of time.

spk_0 And then it's really AI mode as it morps with Gemini. Xavier, I think AI overviews are maybe a bit

spk_0 easier to track, but soon two people on the same query will have different answers and possibly

spk_0 citations and links in there. I agree the same. That even I see it between different searches that

spk_0 I'll have a different results. So, and even atrefs. So atrefs is what I'm using the most right now

spk_0 for looking at what's in AI overviews. But often atrefs store reports, something and then I'll go

spk_0 to the search and it's not the same as what they reported because it's changing so much.

spk_0 Carly, this is a really great question. How do I calm leadership down about how our organic search

spk_0 traffic keeps declining? You know what? I feel like I want to write an article on this then

spk_0 you can point people to my article. I think one thing is to say, Will Reynolds has written some

spk_0 stuff on this. I would look at his blog on seer and he's written about how everybody is seeing

spk_0 at the client and clicks. Like it's not possible to not see a decline in clicks because AI overviews

spk_0 are taking some of those clicks. What we really need to focus on is conversions and the things that

spk_0 matter. Now, if you are ad driven, then this is bad news. It's been bad news for a while. But for

spk_0 other businesses, so if you have real life customers and searches just another channel for you,

spk_0 then I really want to be looking at not traffic, but whether your bottom line has actually changed.

spk_0 And in most cases, not all cases, but in most cases when I talk to people, the actual amount of

spk_0 money they're making from search hasn't changed that much. It's just that it's hard for us to

spk_0 report on it. So I hear you, Carly. You know what? I will write that article, at least something that

spk_0 can say, Look, it's not your SEO. Don't fire Carly. She's doing a great job. It's just that

spk_0 everything has changed. And also there's a composition from many other sources now. Like a lot of people

spk_0 are searching on TikTok or on Instagram or YouTube. I, I, so last year, Jeff Dean sat down next to

spk_0 me this year, Jeffrey Geller. I think that's his name sat down next to me. And he was on the YouTube

spk_0 team. And I learned a lot of stuff about the YouTube algorithm. But he said, really it all just comes

spk_0 down to creating stuff that people really like that your audience likes. But when I asked him,

spk_0 because we were talking about now he works on this fund that Google has for AI startups. And I

spk_0 actually had tried to apply to that. And he said, I told him what I was trying to do. I'm making

spk_0 this learning platform. I'll share more about that later. And he said, you don't need funding for it.

spk_0 But he said, the one thing you should do is produce more content, which is part of the reason why

spk_0 I'm doing this. And this will go on YouTube. So I would encourage you to look at YouTube shorts.

spk_0 YouTube shorts has as many views now as regular YouTube. So that's important.

spk_0 Nicholas said a lot of our clients are seeing fewer clicks, but higher conversions. Yeah, that's great.

spk_0 So that's what we need to be reporting on is. And the problem is as SEOs, we've really like to report

spk_0 on look, the numbers go up and to the right. And I think sometimes, you know, the SEO, it looks great

spk_0 to the SEO, but what the C-suite really wants to see is like, have we made any more money from search?

spk_0 And that's that's what's super important. Sheena, oh, hi, Sheena. Help them see that it's about

spk_0 relevance engineering. Oh, I heard through Michael King. It's forcing us all to be better brand

spk_0 building marketers. Yeah. That really just comes down to understanding your audience doesn't it?

spk_0 And that's really the biggest part of I would say instead of optimizing for search engines,

spk_0 we should be understanding the questions our audience has. Keyword research in the past,

spk_0 I've said this so many times, but people used to, our process was look up a keyword we want to rank

spk_0 for, look at what everybody else is writing, cover all of those things, and then maybe add a few

spk_0 other things where we're just paraphrasing what everybody else has done. If you understand the

spk_0 questions your audience is asking, especially those questions aren't answered on search already,

spk_0 then then you're going to do really well. Yeah, Laura, YouTube is so important. Oh, Carly said,

spk_0 the CRO team will get that credit though. Well, I don't know. I think that SEO is changing. We always

spk_0 have this debate on what do we call SEO now that we're in the area, area of AI. I feel like I'm

spk_0 leaning towards AIO, AI optimization. I don't know though some people call it generative engine

spk_0 optimization, GEO, but I think that our role where you can prove, I don't know your industry,

spk_0 Carly, and how your organization works, but I feel like where you can prove your worth is in

spk_0 understanding all the things we just talked about. When I talk to clients and I'm like, okay,

spk_0 so project mariners coming and agents are coming, and I'll say, we don't really know exactly what

spk_0 it looks like. I can't tell you what to build right now, but I can tell you some things that

spk_0 that are, you know, you have knowledge that they don't have, and that will be very, very valuable,

spk_0 especially as we start to use these agents. And so I'd really encourage you to do that. Xavier,

spk_0 yeah, we love communicating when figures go up and find good excuses when they go down. That's

spk_0 that's what we do, right? So let's see here. We got a couple more questions. SEO is the core of

spk_0 everything in digital. I really think that we have such, every SEO I know is such a good problem

spk_0 solver, and we're going into an era where there will be many problems. One of the things that I'd

spk_0 encourage everybody to kind of embrace is that we won't have the answers. And we're used to,

spk_0 oh, I have this technical problem. I'll just go see what's written about it on the web,

spk_0 whereas I might write my thoughts on what's going to happen with agents, but nobody knows. Even

spk_0 the people who are designing these systems won't even survey grin. The co-founder of Google was

spk_0 like, I don't even know what the web will look like. Somebody asked him what he's telling his children

spk_0 is he encouraging his children to go to college or key university. And he said he's in the,

spk_0 he has the same philosophy as me is I'm encouraging my children to do what they love. He had a good point.

spk_0 He said encourage them to do things that are challenging to them and then to use today's technology

spk_0 to advance in that area. And for some that might be going to university or college, but I think there's

spk_0 all sorts of opportunity that's coming for those who are just willing to grab a hold of what

spk_0 the future has. Carly, besides building a Wikipedia page to build my brand awareness, is there

spk_0 anything else I can do? This is just marketing is, you know, be everywhere. I don't even think building

spk_0 a Wikipedia page is the thing because you can't really get a Wikipedia page unless you have what

spk_0 they call notability. And they're very, very strict like on how you used to be that if you knew

spk_0 a Wikipedia editor, you could get in there. But now really it's about building a name for yourself.

spk_0 Some of that is PR, but I think you can do it without spending money on PR. Like for example,

spk_0 how did you come to this podcast? It's because I have name recognition, which I've never

spk_0 spent any money on PR. I've published things that are helpful to people. I've been present on social

spk_0 media. I think that that's one thing that that really helps. You can go on podcasts. You can,

spk_0 here's an interesting thing. I went on a podcast with 97th floor with Paxton Gray and they called

spk_0 me a Google SEO and AI expert. And the next day, if you searched for a Google SEO and AI expert,

spk_0 I was number two in the AI overview and number one organically. It only lasted for a while,

spk_0 but because EAT, EAT is primarily about what other people say about you. And I think that's the key

spk_0 thing to remember right there. Thank you. Should I implement lllm.tech on my websites?

spk_0 My boss wants me to do this, but I'm reading it's a waste of time. I think it's a waste of time.

spk_0 I haven't seen any of those who aren't sure what lllm.tech is. It's like a robots.txt file that gives

spk_0 instructions to the language models on what they're allowed to crawl and how they're allowed to use

spk_0 your data. I don't think any of the major language models are using it. And I personally don't think

spk_0 it's going to happen. Now, if it comes out that OpenAI was like, all right, we're going to respect

spk_0 lllm.tech.c. And here's how you create one. Then create one. But right now, there's nobody following

spk_0 it. So yeah, I agree with Laura. MCP should be a focus. If you're not familiar with MCP, at first,

spk_0 it sounds horribly complicated, but it's not. A model context protocol is kind of like an API

spk_0 for agents. So, well, an API that allows agents to use your tool. So if you have something on your

spk_0 website, like a form, any type of a tool that people could use, then you can use model context

spk_0 protocol, which it's not difficult to program. There's all sorts of tutorials. You can do it with

spk_0 just a few lines of code. And it makes it so that any language model, I think it supports like

spk_0 over 200 different language models, can understand how to use your tool. And eventually, that's

spk_0 something that's going to be very, very important. So as I'm creating these agents, I'm going to

spk_0 create these little Marie bots that you can, you know, you can try to think like me or converse with

spk_0 me. And I will use MCP so that if you're a chat-youtee user, if you're Gemini, if you're Claude,

spk_0 you'll still be able to use my tools, even though it's not speaking the same with the same

spk_0 language model as you are. Xavier, what do you think about SAS solutions suggesting to analyze

spk_0 server logs to monitor AI bots traffic? I wonder what the purpose is. I think it's interesting to see

spk_0 there are many AI bots. I know some people block out any AI bots other than open AI, Google,

spk_0 Proplexity, perhaps. I really don't know the purpose, though, of analyzing it.

spk_0 I think it's interesting. I think analyzing stuff at this stage, anything that you can analyze and

spk_0 record on is something interesting. But I don't know what action you would take on it. Other than

spk_0 perhaps if some bots are, I know one of the biggest consumers of crawl information on the web is

spk_0 bite dance, which is TikTok. And so perhaps you want to be blocking them, but maybe you don't want

spk_0 to be like TikTok is important for a lot of businesses as well. So let's see Xavier way to have to

spk_0 say there. This would be good. We'd be going almost an hour and a half now.

spk_0 One claim is they can help to see if it brings traffic, but I doubt it. I mean,

spk_0 there are a lot of different AI tools and bots. And I find it fascinating to watch the

spk_0 conversation around agents. I know a lot of people right now are using N8N. We'll see other one.

spk_0 There's another one that people are using. And I'm like, all of these companies will be redundant

spk_0 as Google and OpenAI develop their product. I think that OpenAI will still be really important to

spk_0 they've done such a good job at getting people into the ecosystem. But I don't really worry about

spk_0 other AI's at this point. I'm open to being wrong on that though. I see several people are typing.

spk_0 So we'll see if somebody has another opinion on that. Sheena would MCP apply to E-Com

spk_0 customization models allowing AI to understand and use those tools. I'm almost positive, yes.

spk_0 That's the case. Now Google will come out with if you're a member of agent space,

spk_0 an agent space is for using AI within your business. I believe that a part of that is involved

spk_0 with monitoring your E-Com and actually using AI to get insight into what people are mind. So I

spk_0 would look into that. But yes, so if you have a shopping cart, that feature that we saw where

spk_0 ticket master or where Google is going to buy for me now, buy for me now probably doesn't use

spk_0 MCP. It's probably still just navigating the web. But eventually agents will be looking for

spk_0 tools to integrate with. So yeah, I would at least look into it, Sheena. If you find something

spk_0 you should write about it and then I'll link to it and put it in newsletter and share it with

spk_0 people. Carly said, met with Google yesterday about agent space and creating me an SEO agent.

spk_0 Do you think it's worth the money? So I talked to somebody about agent space. It was funny

spk_0 because I signed a form that was like I'm interested in learning more. But then it turns out that

spk_0 you need 100 seats. You need to buy 100 seats. And we were looking at maybe we could buy 100 seats

spk_0 within the search bar. But then they're like, no, you're just reselling it and it wouldn't work that

spk_0 way. But so I think it would be useful. If I still had an agency, especially if I had 100 seats

spk_0 in an agency. So if I had a 100 person agency, what agent space does is it lets me have my standards

spk_0 set of documents. So I have our template for site reviews, our onboarding process,

spk_0 our like all of the documents that are currently in Google docs. Then in the entirety of my team

spk_0 would be able to use AI across those documents. And what they talked about was having agents within

spk_0 agent space. So say you bring a new employee and then the onboarding agent would talk to that

spk_0 employee and would coordinate with the HR agent and also the payroll agent. And any questions that

spk_0 that new employee had about how much vacation can I take or can I take a sick day, things like

spk_0 that would go through these agents. And then there's always the option to bring into the attention

spk_0 of a human. And so I do think that agent space is probably worth the money. But I don't know a

spk_0 whole lot about it other than that. All right, we'll give a few more seconds if anybody's got any other

spk_0 questions or comments. Like I said, I'm going to be working on more about the future. We've been,

spk_0 I have a few talks coming up at the end of the summer and in the fall. And everybody who asked me

spk_0 to speak, a few people asked me to speak on Google algorithms. And I'm like, I just want to talk about

spk_0 how AI is changing the world. So we're going to talk about about brain computer interfaces,

spk_0 which seems like so futuristic, but it's not that far away. And we're going to talk about agents

spk_0 changing how people work. But you're welcome, Xavier. I love doing this. I have no voice soon.

spk_0 No, I'm going to be losing my voice. And thank you to everybody who came. I really appreciate.

spk_0 I should mention a little bit about the search bar. If you are new here, you've joined now. And so

spk_0 you're a member of the search bar SEO and AI news area where myself and some really enthusiastic

spk_0 people put information in about what's happening in search and in AI. There is a paedery of the

spk_0 search bar to which is fantastic. We have just over 200 of us now that share our experiences with AI.

spk_0 I put tutorials in just today. I put in a process that you can use to try and rank in AI

spk_0 overviews something that's worked well for me. But it's a it's a ongoing process. And then we have

spk_0 regular meetings except it's not like this meeting. Everybody gets to talk. It's not just me talking.

spk_0 And Xavier came up with the name. We're calling them the search bar pro happy hour. And it is.

spk_0 It's really a lot of joy talking about the future and helping each other as we figure out how

spk_0 we're going to take advantage of this knowledge of AI and help the people who are around us.

spk_0 Because as the world changes, there's it's really easy to fall into this place of fear.

spk_0 I went through it. I went through a very very difficult time where I realized that because my

spk_0 career for the last decade plus has been helping website owners who struggle with Google's algorithms.

spk_0 And I was finding every single meeting I was having was a grief counseling session.

spk_0 Because a lot of websites your business needs to change or your business practice is no longer

spk_0 going to function. And this is something that we go through as a humanity. I talk a lot about

spk_0 the ramp lighters, the people who would go around putting gas in the lamps in the 1800s and how

spk_0 they lost their jobs when electricity came. But then electricity brought all sorts of opportunity.

spk_0 And so we can we can sit and complain about the mistakes in AI. Or we can try to figure out how to

spk_0 how to take an advantage and how to how to be happy and and succeed in this new era.

spk_0 Oliya and hi thank you. Thank you for investing so much time helping others to understand

spk_0 this massive shift. And we'll be sure to attend the next happy hour. That's awesome.

spk_0 Yeah, thanks, Shina. I'm so glad to have you here. Shina Shina and I met at Lauscom and

spk_0 started dreaming about having businesses for SEO. And then we both got nice and successful with

spk_0 our businesses. So community really is the way to go, right? All right. Well, thanks everyone.

spk_0 We'll end this episode here. I will put this in the search bar afterwards and it'll be up on

spk_0 YouTube as well for everybody to see. So thanks for watching, listening, participating. And I wish

spk_0 you the best of luck with everything.

What I learned at Google I/O - Search is radically changing!

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