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Google is cooked … cooked like a luxurious, rich, decadent, yet tender steak on the Fourth of July. 👨🍳
I know that sounds dramatic, but we could be witnessing the slow demise of Google as we know it.
Testifying in Google’s antitrust trial, Apple’s head of services, Eddy Cue, confirmed that fewer iPhone users are using Google Search on Safari and are instead turning to AI.
Cooked! 😱
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Now, before you think I’m writing Google’s obituary, let me be clear. Like I’ve said before, I’m confident they’ll figure it out, even if that means changing their business model.
That said, if your business depends on Google in any way, whether it’s your business profile, reviews, SEO, or products like Ad Manager to drive traffic, you needddddddddd to pay attention to what’s happening.
In today’s article, we’ll dive into what’s going on with Google and how it impacts you 🫵. I’ll also walk you through how we got here and what the future may hold, as well as share three things you can do to prepare.
If you’re new to my work, my name is Lester, but feel free to call me Les. I’m a founder with a successful exit, currently the executive chairman of a group of ecom brands, and an award-winning performance marketer.
My team has adopted AI to develop internal tools that allow us to stay ahead in a highly competitive space. We operate more like a tech and data company than a typical ecom brand, which gives me a front-row seat to how AI is reshaping the world of online business.
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If you’re finding it hard to keep up with AI and want insights and opportunities in this crowded space, check out my free newsletter, No Fluff Just Facts. I share what’s working, what to watch for, and the AI innovations that are worth your time.
But enough about me. We need to talk about why Google losing its grip on search could be detrimental to small businesses. 😰
Understanding the landscape
Before we jump into it, we need to understand why Eddy Cue spilled the beans on what’s happening with Google’s core business of search.
The Department of Justice and several states are suing Google’s parent company, Alphabet, arguing that its exclusive deals with companies like Apple are anticompetitive and potentially monopolistic. 😩
Basically, Google is paying billions to be the default search engine on Apple devices, effectively shutting out any real competition. The ruling in this case could break up their reported $20 billion-a-year agreement.
On the stand, Apple’s Eddy Cue revealed that, for the first time in over two decades, Google’s search traffic on Apple devices actually dropped last month as users started turning to AI instead. Cue also mentioned Apple is considering revamping Safari’s search feature to incorporate more AI features … Yikes. 🥴
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I promise I’m not trying to be that guy, but the DOJ is about 10 years late. The reality is that AI is already changing the way people search for information organically. Search habits are evolving on their own, whether or not there is a courtroom battle.
Google’s position as the default search engine is starting to feel like a moot point when users are pivoting to tools like ChatGPT and Perplexity. It’s kind of like going after Blockbuster today for being a video rental monopoly. 🫠
The world has already moved on.
What does this shift mean for you?
Long story short, the way people discover, research, and choose businesses is changing one AI update at a time, but it’s essential to note that people are still searching, just not in the same places they used to. That nuance is critical to understanding your next move. 🤓☝️
As more users turn to AI tools like ChatGPT and Perplexity for answers, traditional search engines are no longer the only gateway to your business. This shift in behavior over time will result in less traffic to your product or service. If you are buying traffic from Google in the form of search or shopping ads, you can expect those ad rates to increase.
However, if you are selling traffic to Google in the form of Google AdSense, you can expect your ad revenue to decrease unless Google and others quickly overhaul how search integrates AI.
Also: 3 ways Google’s AI Mode will change how you shop online – if it works
So, not only will these changes compress your margins when it comes to paid traffic, but they’ll also affect your revenue as your business gets less visibility overall. 😳
But it’s not just traffic and margins on the line. Data is disappearing, too.
What’s also not discussed enough is that if users are going directly to AI to answer their questions, online business owners will lose insight into which keywords customers are using to find them. Even worse, we lose the ability to do competitor analysis since we can no longer see what’s working for them.
Yeah, this situation is less than ideal for us.
What do you do next?
Ah yes, the all-important question: What do you do next? 🫵
First, don’t panic, but you can’t afford to stand still. I get it, this uncertainty is uncomfortable, but honestly, it’s a huge opportunity to do something different.
That opportunity is owning your traffic by building a personal brand.
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Owning your traffic means building direct relationships with your audience so you’re not dependent on Google, social media algorithms, or any third-party platform to reach your people.
This means growing your email list and building a loyal following on platforms where you control the connection, such as newsletters, podcasts, private communities, or even in-person events. 🤓
There are a ton of ways to connect with your audience, but it all starts with you getting out there, telling your story, and building a genuine connection with the people you want to serve.
Think of how Steve Jobs’s personal brand shaped Apple or how Jeff Bezos made Amazon feel personal. Their personal brands shed light on everything they were doing, making tasks like hiring top talent or attracting investors easier.
I’m bullish on this opportunity because as AI takes over, more people will crave that real human connection. The data my team and I have gathered backs this up.
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It’s similar to what we experienced when we were all confined in 2020. Virtual events and software were all the rage, but the moment we could go outside, real-life experiences took off. Even now, experiences are still on the rise. 🚀
According to Eventbrite, 8 in 10 millennials (82%) attended live experiences last year, including parties, concerts, festivals, sports, and more, and 72% say they want to spend even more on experiences rather than things. That’s a big shift away from material things toward real-life moments.
So, I’m betting we’ll see the same thing with AI. Yeah, it’s innovative, and it’s shaking things up, but people are already showing signs they want more human connection and less robot. 💪
A recent Gallup study found that most Americans hold negative views about the impact of AI. 72% think it’ll increase the spread of misinformation, 64% think it’ll harm social connections, and 60% are worried about job security.
Bottom line: Human connection is what’s next, and it’s the reason you should start building your personal brand and owning your traffic today. 🏆
My two cents
I’ve given you a lot to think about today, so I’ll leave you with this. 🎁
The game is changing, but it’s far from over. Sure, all the drama Google is going through might look like trouble for your product or service, but honestly, a new opportunity is right here, and it could be your ticket to something even better.
Also: How you succeed in business is shifting fast – and not because of AI
Just don’t stand still.
😇 Hope this helps. I’m rooting for you.
P.S. If you want more easy and helpful AI tips and tricks, sign up for my free newsletter, No Fluff Just Facts. 💯
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