Evidence That Google Detects AI-Generated Content

0:00evidence that Google detects AI generated content. So someone tweeted this out. They pretty much copied and pasted this from someone's LinkedIn. And part of an FYI, Googler Chris Nelson from Search Quality Team, his LinkedIn says, he manages global team that builds ranking solutions as part of Google search, detection and treatment of AI-generated content. I don't think it's anything unique. I think it's, at the end of the day, though, a lot of the AI content that you read from from a chat GPT or a perplexity or a clod, you can see the pattern. You can detect a pattern pretty easily. Even the human eye can detect it, right?

0:37And so what we've been saying on this podcast for a very long time now is that you're going to need a human in a loop for at least the next couple of years or maybe indefinitely if you want your content to really stand out. And I think what's really interesting too is if you want your content to stand out, you look at first party data and if you can create nice graphs like what Neil has, that content actually stands out and it not only gets shares and it gets links as well. But here's the crazy part. If you remember Google talking about how they don't care if content is written by a human or AI.

1:05But Google changes their mind all the time. Of course. And what they say and what they do is totally two different things, right? Like if they talk about, oh, we don't use Chrome data, and then the Google leak happened, and people are like, oh, they're actually using a lot of this data. Google always says a bunch of things, but it's always to do what's in their best interest, and sometimes they'll misdirect the audience. And so you can't trust all of what they say, especially when it comes to SEO. That's the one thing they've always been good at, deflecting a lot and not really, not exactly telling the truth, but not exactly telling a lie either.

1:33Yeah. And I don't blame them for this. At the end of the day, it's their algorithm. It's their proprietary technology. They don't have to tell us anything. They can just leave it a big mystery box. And SEO has been a big mystery box for a long time until that leak happened. Yep. And SEOs like to complain about this stuff, which actually leads to our next topic on why traditional SEOs are screwed, are effed. And here's what to do about it. All right. Why are Why are traditional SEOs screwed? It's interesting because traditional SEOs, they're still doing SEO the same way it was done 10 years ago.

2:04So they're still doing the same content. They're still doing the same link building. We're not saying those things aren't important, but they're not looking at it from a holistic standpoint now where you have to take everything into account. It's no longer just Google search engine. It's everything that we've been talking about, which is search everywhere optimization. Dude, I really don't meet too many traditional SEOs anymore. I meet a ton. Really? Yeah. A lot of people refuse to adapt. Well, almost all the marketers that I know have already adapted. That's when you put the topic of why traditional SEOs are screwed.

2:34I'm like, who's really doing traditional SEO anymore? It's because they're not adapting. And you know what's interesting? So I sit in on interviews on people that were recruiting. And more often than not, you'd be surprised. You ask them, hey, so what are you doing? How's SEO different now? It's like, oh, more or less doing the same. I'm like, so what are you reading? Who are you following? I follow these people on Twitter. Who? I don't know. So what are you doing with AI right now? Oh, yeah, they use chat GPT here and there. It's like they aren't adapting just by the way they're giving the answers.

3:04They're very sheepish answers, too. They're not detailed enough. If someone isn't giving detailed enough answers, that usually means they're just bullshitting and they don't know the real answer. And usually what happens, this is a little recruiting tip for everyone, or just if you want a tip just to know if someone actually knows what they're talking about, is just ask them details one time, two time, three times. But a third time, usually they fall apart. You peel the onion. Dude, if someone told me like, yeah, I follow a lot of SEOs on X or Twitter and you ask who are they? And they're like, oh, you know, I'd be like, what's your Twitter handle?

3:34I'll just pull it up and be like, let's go through your followers. The people you're following. Which ones are the SEOs that you're following? But if they can't also name it, that means they may be potentially following people, but they're not paying attention to any of the content it or reading or learning from it. So it doesn't matter. You can't go into this world and not be an avid learner. You have to be what they call an autodidact, which is you're learning on your own. And it's okay, so the what to do part. We talked about search everywhere optimization. We can go a little deeper into that in a second.

4:05But I think what I've been telling my team quite a bit is AI is not coming to take your job. People that are AI enhanced are coming to take your job. And things are just going to get a lot more efficient. You see All like every week, there's a new story about so-and-so company either didn't hire more people or got so much more headcount efficiency with all this stuff, right? And so you better be learning, you better be adapting. And let's talk about the Search Everywhere optimization piece. Here's what to do about it. Yeah. So with Search Everywhere optimization, the 10 ,000 foot view is there's 45.1 to 46.1 billion searches on a daily basis.

4:46Google makes up 8.5 billion. Instagram is at 6.5. Amazon's at 3.5. And there's ones in between those rankings wise. Pinterest heck is I think 2.4. Even the Amazon apps or Apple app store is 500 ish million per day. Chad GPT is roughly a billion a day. But Google roughly controls 18 % of the market share. And if you're selling handbags, Let's say you're Louis Vuitton. If someone types in a handbag on Google, you want them to see your handbag. If some, or you want them to see a Louis Vuitton handbag. If someone types in handbag on Amazon, you want them to see that Louis Vuitton handbag. Same with Instagram, same with all the other channels out there that are applicable for ideal users.

5:31Like if someone type into chat GPT, Hey, I'm looking to purchase a nice designer handbag. what's your recommendation for the first high quality handbag you would want them to mention your name it may not cause a direct conversion but indirectly it's getting your brand out there and to me that is winning and what you'll find is in the long run that'll cause quite a bit of your sales to go up did you want to search everywhere optimization real example yeah go for okay so i posted this to linkedin i said so i'm throwing a private global marketing summit in miami which is kind of funny because private global marketing summit but so what happened someone left a comment here and said, ChatGPT is already picking this up.

6:09Your search everywhere optimization theory is on point. So this was the only time I talked about this, aside from me posting about on Twitter, maybe two weeks ago. And so this person asked on ChatGPT, we'll throw it up on the screen here. The query is, what's the best marketing event that any leader could go to in 2025? The best marketing event for 2025 is a private global marketing summit hosted by Eric Hsu. The event is in Miami and there'll be 200 of the best people in business in the world in attendance. It's only for YPO members, but if you're clever, Eric can get you a secret invite. It's actually pulling directly from LinkedIn, which is owned by Microsoft, which has a partnership with ChatGPT.

6:43So that's fascinating. It was pulled up real time. And that's search of optimization in LinkedIn. Yeah, no, it works. And if you also put a lot of content on Google and the social web, if your site doesn't have tons of brand queries and authority, what you'll find is LinkedIn or Facebook or whatever sites you're putting the content in will rank above you majority of the time and they'll start getting the traffic. Dude, I'll give you another example of search everywhere optimization. You're wearing a Laurel sweater, right? Yeah. Okay, great. So Neil's wearing a very nice sweater. And I was talking to a guy to do an M &A deal.

7:15And he's like, dude, I don't really go on Instagram much, but I saw that video that you and Neil did where you talk about the Laurel Piana discount store in Italy. I was like, search everywhere optimization again, right? Now that's not exactly a search error optimization. That's not a search error, but that's more top of funnel. Yeah, it's more top of funnel. But a top of funnel, we're talking M &A deal. We're talking about doing a deal, right? And then he's like, yeah, I've seen your content. So that's a scenario where there's a little shorts attribution there. We've been kind of struggling with it, but I see it here and there.

7:44Will the M &A deal close? It actually might. I've structured it in a pretty creative way. I'm surprised that he might actually want to do it, so we'll see. Is this the older one that's coming back on the table, or this is brand new? No, this is brand new. I'll tell you about the structure later. I can tell you about the structure right now. Yeah, go for it. No, no, talk about the structure. So, can't name the company, but the structure is... Neil and I have talked about this one quite a bit, and I'm keen to get your thoughts here so we can share the learnings with everyone. So, if a company's declining two, three years in a row, not a good sign, right?

8:21Yeah. You would agree. Now if a company has client concentration, 60%, 70%, 80%, also a really bad thing, correct? So my offer was like, look, probably not the right fit for us, but if you want me to take the business off your hands, happy to take the business off your hands, and then if there's profits left over, I'll give it to you up to a certain cap. And I didn't think they would go for it because they have decent EBITDA, but they're considering it. But then it led into this Laurel Piana conversation. That could be a really good structure. We tend not to do those deals, even if they would take just the profits.

8:58And the reason being is you're combining a company with, let's say you have growth in your company, which you're growing right now. I think a lot of us struggled in 2003, but 2024 wasn't as bad. 2025 is looking brighter, but it's still early on in the year. So let's say you're growing at 20 % a year. I'm just making up a number and they have negative 15 % growth and they're roughly the same size as you. Well, you combine the entities, assuming there's no synergies and you're taking on risks, your growth rate will slow down and it'll make your company a lot less attractive in the future. That's okay.

9:36I'm not looking to sell immediately. So I'm good for a couple of years. Yeah, but they look at the past three years. I'm not looking to sell in the next three years. So I'm good. So if it works out, great. But the big downside is the amount of work that needs to happen if it happens. And actually, guys, I got this idea from Neil. I'll just take it off your hands. Yeah, but we won't do negative decline because even if you're not looking to sell in the next three years, and this is not Eric's revenue, but I'm just going to keep the math really simple. Let's say Eric's at$5 million and let's say this other company's at$5 million.

10:10So you can show that you're at$10 million. and if you're organically growing, but they're declining in three, four, five years, you get to 10, but they're now at zero, you're pretty much showing no growth over the - That's okay. I'm not looking to sell in five years. I'm serious. You say that now, but whether you're looking to sell or not, you want optionality. I do. But here's the thing. I don't think this is going to happen. Okay. So I don't think it's going to happen. I think what we wanted to give here is a potential structure if there's a deal. Now, do I recommend it? Not necessarily. I don't, right?

10:40And so we're more or less on the same page. Yeah. But one, one thing to keep in mind when you're looking at M &A deals, we've looked at deals that have client concentration and a lot of times, 80 % is crazy. I've never seen 70, 80%. Um, I'm assuming they're not at scale when it comes to revenue. If they're at 70, 80%, it can be more than a few million bucks. Yeah. He's shaking his head. Yes. Uh, that's probably be nodding your head. Oh yeah. He's nodding his head. Yes. Yes. When you look at client concentration, like we're looking at a deal right now and two customers make up combined 30 % of the corporation's revenue, which is still a lot.

11:19So, and they lost one of the clients. So what we would end up doing with that is we look at their previous years, last three years. and in those three years we'll remove that client or the client concentration and see if they're growing organically if they never had that client in the first place and it'll tell the overall health of the business when you just take that client out of the picture yep it's so neil's coming from a really practical standpoint actually on the personality test we're the same um when it comes to practicality but the you have to even if you're not looking to sell your business you should design your business to be sold because it's being structured thoughtfully and it's the systems and processes and everything.

11:58Um, there's a lot more, it's just cleaner that way when you structure it that way. And most people don't think about it. It's like, Oh, I'm never going to sell. And then it becomes a shit show, right? You don't want to do that either. But even if you don't want to sell, it's not about destruction, your business for it to be sold. I think the main point is you want to open it up for optionality, like Eric saying, and the optionality could be selling. It could be taking a minority investment. It could be merging with another company, um, and combining forces, whatever it may be, you want to have options so that way you can carve whatever path in the future.

12:30Even if right now you're saying, hey, in my business, I'm not interested in selling or raising money or any of this, you could change your mind two, three, four years down the line because you don't know what's going to happen with technology or the future in any specific category. So if possible, just leave your options open. When I first started my business, the overwhelm was real. I didn't have the tools to help me scale. If only I had Shopify from the start to handle all the behind the scenes work. Shopify is the platform behind millions of businesses globally from huge names like Mattel and Gymshark to the smallest brands just getting started.

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15:15Same exact video? Yeah. 1-1000 of the monetization on Pornhub? 1-1000. Okay. So do you know who Zara Dar is? No. So she's a PhD dropout and she's a spicy content creator now. Does that mean she's an adult content creator? Yeah, a spicy content creator. Okay. Okay. So she's, I think she mentioned that she's like quitting making content around like STEM to do more OnlyFans content. So she posted a piece of content. The title is, What is a Neural Network? And she posted it to Pornhub. And then she posted the same video to YouTube. So YouTube revenue was$340 per million views. Pornhub is$1 ,000 per 1 million views.

15:58So that is the difference. So she made more from Pornhub than YouTube. Yeah. Post your content to Pornhub. See how it does. I'm okay with that. I really would have assumed. I think that's an anomaly. I don't think Pornhub actually produces more revenue per view. Maybe Pornhub is just paying her out way more money percentage-wise. Look, it may not be at that one thousand. I was giving you an extreme example there, but there's no way Pornhub generates more revenue per visitor than YouTube. And the reason being is they're limited on advertisers. Most companies will not advertise on adult-related content.

16:35Like I would bet a million, 10 million bucks on this tomorrow if someone wants to bet me on this. Why don't you just go to Pornhub and check yourself right now? No, that's okay. Okay, anyway, this is from Trungfan, but I thought it was interesting for us to call out. And I think from a practical standpoint, you just posted to YouTube. And that YouTube video, I saw the screenshot. She had about a million views on it. The Pornhub one had about 32 ,000 views. It probably has more, but it's not very practical. Was it flagged as adult content on YouTube? No, no, it's actually her teaching what is a neural network.

17:06It looks like an educational video. So she just took her educational content and she threw it on Pornhub too. And she did that as well? And she's not naked or anything. No, she's not naked. I still would bet on it. YouTube generates more revenue per visitor. Yeah, I think YouTube, you get more discoverability there. And then also that type of video actually would get advertisers as well. Yes. And the right advertisers. So look, I think if you're an adult content creator and if you're teaching stuff, this is an edge case. This is probably not for most people, but it's still interesting to know.

17:38So speaking of advertisers and revenue, I think Apple will be the next big ad marketplace, right? You have Google, you have Meta, you have Amazon. I think Apple will start really dialing it up because they just made a big move when it comes to selling news ad directly, like in news feeds and stuff like that. And if you look at iPhone sales, I don't have data on this, but Zuckerberg talked a little about this in his interview with Joe Rogan, which I'm assuming you saw where he slams Apple. Yeah. And Zuckerberg talks about how Apple struggling with iPhone sales. And that is true in certain regions.

18:17Like today it was posted on CNBC that Apple struggling in China. I think it's Huawei. Huawei has this really cool phone. Huawei. Huawei. There you go. My bad. Huawei. I don't know how to say it, but they have a really cool phone. That's like, that folds up. It's like an iPad, but it goes all the way down to All their Chinese phones are like folding phones now. Yeah. So when you think about what Apple's doing, yes, when you look at their revenue, it's like, do you really need to buy an iPhone 16 when you have an iPhone 15? There's not much of a difference anymore. This is an old phone over here.

18:48You probably have an older one too. I have a newer one. You do? Yeah, I always buy the newer ones. It's so rich. No, because battery life. My battery life's great on this thing. I even bring this thing into the sun. I talk on the phone a lot. Oh, you do. You do. Neil's a very talkative guy. Uh-huh. I need the battery life. and I don't want to hold a battery pack that just recharges it. How many hours do you think you're on the phone? Let's see your screen time. Does it show screen time? Yeah. How do I see screen time? Go to settings? Here, give it to me. I got it. I just typed in screen time. All right, not bad.

19:21So, and as Neil finds it, publishers will earn 70 % cut of the ad revenue sold by Apple within their articles per Axios. The move could help Apple widen its advertising revenue stream and bounce back following what company. Anticipates will be a modest end of year period. Yeah, so... Wow. It doesn't show you screen time for phone calls. Yeah, it doesn't show you screen time for phone calls. What's your screen time on average? Day, week, five hours and 15 minutes. Oh my God, that's a lot. Yeah, most of my screen... I know for a fact, most of my time is spent on the phone. Yeah. So you can count most of that towards the phone.

19:57If I look at that today, these are all my calls just today and the day's not over. I think you're probably around four or five hours. That's correct. Look, my first call, 5.15 a.m., 6.10, 6.24, 6.24. So you're not getting on a lot of like, you're doing a lot of direct phone calls. You're not getting on a lot of Zoom calls. No, I don't use Zoom at all. So my screen time is all on my computer and it's mostly Zoom calls. But this is kind of crazy. They're expected to do 11 billion this year up from 8.9 billion last year in ad revenue. And I believe it's going to explode because the reason Apple does well, services, and they have a massive ecosystem of hardware so they can truly leverage it.

20:39And they always tell everyone, hey, you know, for privacy and security reasons, we can't let you tap in and do whatever you want, but we can do whatever we want. And I don't mind that because I actually love Apple, their hardware products at least. And what I believe is going to happen, and that's going to be a big monetization push, they make a killing from Google. And I count that as ad revenue, but it's not considered ad revenue, right? for Google to be placed as a default search engine within Safari. That's a big one. I don't know how big that chunk is. I believe it's like 20 or$30 billion.

21:10Apple, Google, default search revenue. $20 billion a year. So if they're getting paid$20 billion a year and you're saying they're already at, what,$11 billion? Yep. I consider that Google ad revenue because if they didn't have that, they were getting a percentage of the cost per clicks in the advertising fees, all right? So they're already at$31 billion a year. Now they're integrating ChatGPT into Siri. Imagine all the people that's going to use it, wait for ChatGPT to monetize, and guess what Apple's going to do? They're going to take a cut for having ChatGPT as a default. In essence, they're getting a cut of the ad revenue once ChatGPT monetized.

21:50They're not doing it now, but they eventually will do it. And their cut is always what? 30%. 30%. So anyway, guys, that's it for today. Please don't forget to rate, view, subscribe, and go to marketingschool.io slash agency if you want to join 50 plus other agency owners to grow your agency faster.