How to Track your Search vs AI vs Social Disruption in Looker Studio & what to do...

I believe that as people search "search engines" less, they don't have fewer questions they are just going to new places to get those answers.  From WhatsApp to ChatGPT people are finding new places to get answers.  

My SEO traffic is down 43% in the last 2 years.

Did marketers just stop caring about digital marketing or are they going to new places to get answers?  My bet is the latter.

How do you determine how "at risk" you might be?

You look for pages performing well in search today, that don't get any traction in AI search or Social (we're also looking to add communities as well, like slack, teams, and others in a future dash).

Many of us produced pages that people don't love, but search engines gobbled up.

This dashboard will show you those.

What to do when "Google loves your content & people don't".

You have high ranking content, that when people get there, they just don't see it as good enough to share with other humans.  That is a sign, and a bad one.  It's that scaled, hurried content that no one wants that you are putting out there, let's change that.

Sort the columns in the dash and you'll see what fits that mold.

There are 4 things you can do when you plot your content out on the humans vs bots grid...

• If humans love it, and Google doesn't = OPTIMIZE, build the flywheel, people love it.
• If humans and Google don't love it = Question the value, should you let it wither on the vine or take a new approach?
• If humans and Google love it = Protect at all costs you've built something Google loves and humans when they see it pass it to other humans! Winning.
• If humans don't love it, and Google does = You might be in the sea of sameness

I created a bit of a "peal clutching" moment in a recent webinar from Joy Hawkins, when I was asked, what channel would you invest less in, I said...SEO.

Not ZERO I clarified, but less, yes...I could see me taking 10% of my SEO budget and putting it to content that stands out gets social engagement, PR, and tracking my visibility in AI, etc.  Savvy SEO agencies can likely balance doing parts of both. 

The pearls were clutched.  I said that to a bunch of SEOs who were up until that moment like...this guy is giving us real good insights. 

We grew LinkedIn Traffic 11x since Nov 2023, by not building "semantic, scaled, slop" content and attaching it to our brand.

If I am seeing my customers going to other places, not just AI, but LinkedIn groups, Reddit, WhatsApp, Internal slack and teams chats.  Then I gotta spend time trying to meet them there and studying what kind of content does well in those places.  I can tell you this...it's not algorithmic semantic slop that everyone else writes.

I am using MY data, and when I see that my SEO traffic is down but my social traffic is doing this that is a leverage point. AI traffic is growing too, so shouldn't I invest there?

The Dashboard is here, it'll help you find the content winning today that probably won't win forever, so lets be on the forefront of that.