How Creators Are Adapting to Google's Search Changes

0:00The Voices of Search podcast is a proud member of the I Hear Everything podcast network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHearEverything.com. Welcome to the Voices of Search podcast, a member of the I Hear Everything podcast network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

0:42Tasia Custode: Joining us today is Tasia Custode, founder and CEO of Brio Media. Tasia, welcome to the Voices of Search podcast. Thank you so much for having me. It's great to be here. So thrilled to have you on the show because you're not like our typical, you know, search geek, SEO nerd guest. You actually do something completely different. Caught you. Now you can't lie to anyone. But like on a serious note, like tell people what you do. Tell us about your channel. Tell us about the content that's on the channel and how it would be useful to some of our listeners. Yeah, the large umbrella of my YouTube channel, which is just my name, Tasia Custode, is under that umbrella of tech tips.

1:24But really, I focus on a lot of Google tips and tactics. And that can be everything product, hardware, software in the Google ecosystem. What I found was I kind of fell into that naturally by mistake, I guess, because I live and work and breathe in the Google ecosystem. It organizes my life. It organizes my business. It organizes everything. And throughout that, you know, it just ended up a really good way for me to focus the channel on if I'm learning about this stuff, maybe someone else might find this interesting, too. if I'm struggling with something or I need a solution for something or this is how I organize my workday maybe someone else might find value in that too and that's remained the focus of everything on my channel is just helpful content first how to's it's that's what it is built for and that's I think hopefully what I will always continue to have my channel be interview me in a few years we'll see if I've changed that but it's oh it's helpful content first I love it

2:29Tasia Custode: I love it. I mean, and obviously that's a big part of Google's mantra. But we met at Google I.O., or at least we met through through through our contacts at Google I.O. David connected with you, I think, in the in the PR room. And just like for our listeners, like just maybe like let's start off by talking a little bit about what you saw at I.O. What stands out to you as a creator, as a content creator? What was useful from, what is a lot of like song and dance, a lot of, you know, streamers and flyers and red carpets rolled out at this event. But like, there's still important nuggets of information that comes from this.

3:10Tasia Custode: So curious to get your lens of what you saw at I.O. Yeah, I mean, there's a lot of the flashy stuff, right, that you kind of have to get through in order to say, how are people actually going to use X, Y, and Z? So for me, I think the biggest thing that stood out was just this fundamental shift in Google search. And we've already seen it a little bit over the last few years, really, how quick this is evolving into AI search and AI mode and search and the AI of everything. but it really was beyond that because now I'm seeing Google saying hey we're actually shifting you know deeper into AI search and having things become a gentic search meaning our traditional search as we know it I always be saying people traditional search is dead but like I don't want to panic anyone by that I just mean it's really moving to even outside of you know, the AI search, AI overviews, AI mode, all those terms moving into agents that can perform something on your behalf.

4:19And that is something I really think that, you know, yes, they touched on it and they touched on a couple other agents they have like in Gemini proper, like their app. But I thought, oh, man, this is really going to fundamentally shift how we're using search and how we're getting things done now when using search, you know, like that shift from we use search to kind of retrieve information and that's kind of how we've always done it is I have a question I want to get the answer and now it's like and also so you can still get your answer summarized for you nicely and also let's act on the answer all in one foul swoop that to me is

4:59Tasia Custode: the biggest change I think that's coming and like when when you look at this evolution and change You get this unique viewpoint because you're testing all the products that Google is using. Most of the people in my industry, we spend all of our time, energy, and effort in one product, which is the search engine. This massive discovery tool that has made Google super wealthy and is essentially the backbone of where Google started. But today, Google has a plethora of products, tools, and capabilities. And curious, like, how you're seeing that become the leverage point for this transformation that you just highlighted.

5:46Yeah, I think that's one of the big strengths for them. You know, what a lot of people, whether in the search industry or in the tech industry as a whole or what have you, you know might see Google as they were not first to the race in terms of having an LLM. Sometimes they're not even the best at the race but I think what Google's doing is things very intentionally and I don't mean that in terms of like oh I just support everything they do. I mean that in terms of really being intentional on how their users and people they want to get to be users are going to actually interact with and use their entire ecosystem.

6:27And that to me has always been a standout strength for them. So when you think of something like a Gemini, one of the core strengths for me as someone that was already in the Google Worker workspace suite of apps was, whoa, this is a natural extension now of somewhere in which I already live and breathe and function. So I'm not going out to a third party. I don't have to have any fancy connectors or third party connectors. I can do everything I'm trying to get done in the ecosystem I'm already comfortable with.

6:56Tasia Custode: So Teja, I got to ask you this question because you spend a lot of time in all these Google products. You see how they all kind of work with one another. We're all very familiar with search as either a consumer or industry experts in many cases for our listeners. But one of the things that I'm wondering and I've heard a lot of in the last 24 months is that ChatGPT, Perplexity, Anthropics Claude, all these LLM models are going to somehow kill Google. This is the new kryptonite that's going to get Google and tear down their fortress. But you get to play with the whole fortress. You play with the whole thing.

7:42Tasia Custode: You're in the whole kingdom. and like where is that weak spot? What is the potential challenger that could win in this race to capture consumers in not just the discovery components, but in many cases the work parts too, right? Because that's what these LLMs are so powerful at doing. They take things beyond just finding and discovering. they bring them to that element of like action, you know, productivity. I think that's the biggest Achilles heel for Google right now and why they're pushing so hard with all of their AI and search. Everything that they're doing from, you know, the overviews to AI mode and the like.

8:28I think because they're realizing that fundamental shift in how people are not just searching for and retrieving content, but getting things done while also getting the answer. So I don't think that these other LLMs, as an example, are going to kill Google. But I think it's just forced Google's hand a little bit to say, we can't rely solely on traditional Google search. And you have a lot of completists that are pissed at Google for adding any type of AI into search. You have a lot of people on the other end, like marketers, creators, you know, that are concerned with what does this mean for our content or our blogs or whatever getting read, you know, getting used to create AI content and, you know, being summarized and cited in content.

9:19So there's a lot of concerns from a lot of different angles. I just don't think Google had a choice. I think it was kind of like adapt or die in terms of Google search. This is their way of trying to figure out, like, how are we going to compete with the other LLMs that were first to the market? You know, the chat, as everybody calls it now. It's not chat GBT. It's just chat. You know, like, everybody's like, they're friends. I'm too old.

9:45Tasia Custode: I got to go with the full name, you know? Like, so. I know. I hear you. So, chat aside, let's transition to, I think, one of the other big components to not only what we heard at I.O., but just generally this transformation to chat, to LLMs, which is that a lot of the AI components are moving inside of YouTube. At least Google made big announcements that YouTube's going to be more enabled with AI. and you know one of the funny things is that when chat gbt came out when all these llm started like to become more prolific and consumers were using them at a higher rate everyone was like screaming that this was the death of content right like that all this ai content is just going to be all garbage and it's going to be terrible and no one's going to like it and uh that that hasn't really come to fruition there's a lot of garbage out there don't get me wrong but there's still a lot of utility here.

10:46Tasia Custode: Is that the same sentiment for video? Are you seeing some of the same negativity around YouTube adoption of AI features and capability being positive negative based on the creator point of view? And where do you think this is going? So, you know, YouTube is doing a lot of things on the back end with AI that can be quite helpful. There's inspiration tabs now where you know, we can very quickly now get inspiration for new creative content and the like, things that are helping with thumbnails and the like. But on kind of the front, you know, consumer end of that, with AI search being built into YouTube now and rolling out, it's going to look different on a consumer end in terms of it'll be able to bring you directly to a timestamp in the video, much like we see in Google search, how now you can go, you know, right in the AI overview, it'll usually cite something directly from like a timestamp in a video that's going to happen right inside YouTube.

11:42So from the creator side of it, what concerns me is how that's perhaps eating our watch time, our time on channel, our overall view time, because I've noticed a dip, you know, on my end in terms of, you know, like whether it be the view to subscriber ratio or just overall views or what's going on. And I've I've just done my own little back end research of like people in my niche, people outside of my niche. It's down across the board. So unless you're one of the big outlier creators, it is down across the board. Is it a coincidence? I don't know. Not everybody has this access yet in their YouTube.

12:17So maybe it could be. Maybe that's just what's happening from it already doing that in Google search and YouTube search hasn't even affected it yet, which is really scary. So I'm concerned. And then also as a creator, though, I think, well, how can I use this to restructure content maybe outside of the grab people right away, hook them in. Yes, that's still all very important. We have to do that. But what I'm thinking it's going to look like now is, you know, yes, if we're structuring our content as chapters, it's how are we making one cohesive long form piece of content, but also with structural chapters that can stand on their own.

12:56But it's going to be a different type of thought now than we're traditionally used to as creators, which was already a game, to get people to stay on your content and watch your content. And now you're like, oh, this is a whole other wrench.

13:10Tasia Custode: Right. I mean, but one of the components to this is both what YouTube is going to do in and of itself within their ecosystem to help or hurt, in some cases, creators. Do you also think that they're going to be building tools that will enable creators? Will there be more capabilities for AI-generated content that then becomes more prolific throughout YouTube that diminishes the quality of YouTube as a social media resource, as you called it earlier? I mean, I think it's a bit of both. I think in terms of like them also offering, you know, more AI help for lack of a better term for creators. Yes, I do think that will grow as well, which is great.

14:02Anything that can help our analytics or help us understand what's going on in the back end or understand what our audience is liking is great and helpful. And it's never been easier. And that's probably, I would argue, going to get better. but also it it can lead you know to a lot more slop out there in terms of if creators are going to rely on on any ai to make the content for them it's going to look like ai generated content but this is where i see an opportunity because you and i both know even with all the advances and it's getting better and better every day you can still tell an ai generated voice ai generated content pretty much almost from the second you see it real human authenticity your point of view your lived experience that cannot be replaced i think as we get i hope as we get bombarded as a society with all this ai slop people will turn more to oh my god an actual person someone wrote this article somebody is in this video showing me how to do a thing the ai host can make up a oh just like the time I was struggling with this thing so now here's how I do XYZ people know that there's no real passion behind that there's no um story behind that there's no lived experience there's no shared experience there so I do think it's the opportunity for the creators whether you're a video creator um whether you're on you know short form social media whether you're writing articles I do think there is an opportunity there for your unique lived experience that AI just can't generate.

15:47Tasia Custode: Absolutely love that. As a creator, this is, I think, the big segue here, which is that, you know, AI is going to try to copy a lot of our likeness, whether it be content creators, you know, media news publishers, yourself as a YouTube creator, one of the things that I'm really curious to get your perspective on is that as you see YouTube adopt more and more AI, do you feel like your likeness in content could be copied for either Google's gain or other creators' gain in their ability to manufacture a summary or a statement or an answer for users using AI? I think certainly there's a risk of like so if we break it down into the video component and my likeness you know an avatar that looks like me and sounds like me I think there's a risk of that and it is a concern when we you know going back to AI tools on the back end of YouTube for creators I'm really hoping that some of the advancements we'll see because, you know, they've had for quite some time where there's automatic flags if anybody is basically copying your content and putting it out onto their own channels.

17:07So I would assume a natural extension of that is going to be flags for your likeness, I'm hoping. And then you can go in as the human and review that and say, oh, I authorize this or I definitely do not or whatever. So that is something I would hope to see to say like, yeah, we have autonomy over our actual selves and our likeness. And here's how we're, you know, I would like to see them say we're protecting creators in that way. And we're going to make it easier for you to just as easy as someone else taking your content. This is just as easy for you to flag this now. Time for a one minute break to hear from our sponsor, Previsible.

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19:10I hope that comes soon. In terms of the content being cited, so whether that be video or traditional kind of news outlet content, it's such a tricky thing because it's like, I understand fundamentally how LLMs work, you know, and pulling from the breadth of the internet and the content that is there. I think it gets a tricky spot when you're like this, you know, we're all out here creating a unique piece of content and putting it into the world. And then to have part of that gobbled up in a way is concerning.

19:48Tasia Custode: So on this theme though, let's just take a step back and take a look at all of YouTube, so much of YouTube is instructional content. It's teaching people or showing people how to do something, fix your car, perform a task, learn something new. YouTube is not necessarily a huge vessel for news and information. It can be used that way, but I'd say that an overwhelming majority of the content that's provided is informational in nature and has some sort of intention to educate consumers. And so with that, like there is a potential outcome where Google and YouTube uses AI to create the summaries that we just now are becoming very familiar with in traditional search.

20:35Tasia Custode: How do you see that? And more importantly, what I really am curious to get your perspective on is if that is the case, there's still a big emphasis on brand, right? Mr. Beast is still going to show up very often in a lot of these summaries because Mr. Beast has a massive brand and he controls a lot of eyeballs on YouTube. And so how do you then build a brand in that kind of environment? Yeah, I mean, it would be very difficult for creators, I think, if this happens. And it would fundamentally change the purpose of YouTube, I think. So I would hope they wouldn't go that far. But what I would like to see on the creator end, if they did something like that, would be they need to restructure how creators are paid.

21:30They need to restructure what a view looks like. They need to restructure watch time analytics, etc., etc., etc. Because now it's like I want to be rewarded for being a sourced site. Do you know what I'm saying? So like now I want that reward because if I'm coming up in that summary, it means I either have a popular channel or content that's super helpful and useful. Maybe it's content that people are interacting with. So I want to be the citation then and I want to get whatever that looks like in terms of ad revenue maybe or eyeballs or I don't know how it would work if that was the case. But like as a creator, we would want some of that pie then or else I don't see creators sticking on that platform.

22:14I mean, frankly, there just would be no point because it would pull from everything that already exists anyway. And you'd have a few people that stick around and you're big outliers and they would just be creating the content that the summaries pull from. I mean, for us smaller creators, it would make no sense to be on a platform like that if that's what was happening. Unless, again, there was a restructuring in the terms of monetization or what that looks like. which so far like with any of like the AI in search or like AI search coming to YouTube like I've not been able to get a straight answer on what that's doing to watch time views or anything

22:53Tasia Custode: I'd be very curious to know no I think it's a really salient point on like YouTube would have to fundamentally rethink the value proposition for all these creators right like all these creators are the reason why YouTube is as big as it is, right? Exactly. And it's not because of the businesses that are publishing content on there. It's because there's hundreds of millions of creators all over the world who just consistently contribute content that is hyper-local, hyper-relevant to certain audiences. And that consumption and that access is what makes YouTube so special. But if you take that away, then the value exchange just completely erodes underneath it.

23:33For everybody involved, though, And then also when you think of, you know, the breadth of product review or to any type of review content on YouTube. I mean, so think of the millions of other brands that partner with creators to show, you know, give a first look or do a review of their product. I mean, if that all goes away, like now we have a whole other discussion on how are brands getting their brands out there? How are brands, you know, possibly fighting against any of this AI in search if you can't get through the slop? So I would hope they keep that in mind of like, that's what made YouTube, YouTube is the creators.

24:14That's what it's, that's what it is. And it just happened to turn into the second biggest search engine because people wanted to go get help for stuff. How do I change my tire? you know like oh wow there's a youtube video you know so it's like it's it sounds so basic and like what the the beginning days were of youtube but it still holds true today so it's like how do we marry both of these things like how do we marry like yes this new emerging technology with also what the platform does best provide content to people from creators so one of the one of the fun

24:47Tasia Custode: things in our uh planning meeting before before we we jumped on and recorded today um was talking you about your philosophy behind creating content and, and that you don't necessarily, um, buy into all the virality hype, you know, strategies. Right. Uh, and I, and I got three kids, they watch a lot of YouTube and there's a lot of smash this, like this, all these kinds of tactics. Um, uh, I like to call them the bro YouTube strategies. But you have a very different take on that. So tell our listeners your philosophy behind creating content, why you feel like your approach is more authentic and where you've been seeing successes.

25:36I think my content is really antiviral. And it's like a creator and a YouTuber probably shouldn't say, well, I make a bunch of content and I make it purposely, it's not going to be viral. Like that's probably not a great selling point for me. But what I mean by that is there's so many people out here on any of these platforms just wanting to be the next big thing or wanting the next big hit or wanting the viral moment. And it's like great, but to what end? And if you do and you are lucky enough to have a viral moment, that does not mean long-term success by any stretch of the imagination because you have to be able to capitalize on it.

26:11I've always built my content with what is going to be helpful. And that is always my first, the very first thing is this going to be helpful for people? Even if I'm partnering with brands, it's like, if I don't use the product or I don't think it's going to be helpful for my audience, I do not do it. And so it's like, I just am not interested in putting content out for the sake of like, I could get a few more views on this thing. If I hit this right now, that's great, but it doesn't really mean anything for me in the longterm because a, it's not helpful. My audience that I have grown is going to be like, I don't get this.

26:41This is not what we came here for. Pre-COVID, I was never consistent on YouTube, but I run a small video production company. And when COVID hit, my company was almost under overnight because people were like, we're not making videos. We don't care. We've sent the staff home. It just was not an important thing. And it was my best friend back home in Canada with two little kids was like, you got to put out a piece of content on educational helpful tech for kids we're going crazy and I was like okay a great idea I put that video out in early stages of 2020 and every single week since I've put a video out unless I'm like taking me off but like literally at least 50 videos a year every single week consistently now and so I just stuck with that's what I want to do is content that's going to be meaningful or helpful or purposeful to people not just to put something

27:38Tasia Custode: out so so one of the things you talk about like meaningful helpful and useful content how do you get feedback then how do you get because this is one of the weird exchanges about youtube right is that someone watches your your video it's like 40 000 people but you're not shaking hands with 40 000 people to know whether or not they liked it or they found it useful and like there's a very small portion of those people that actually engage in using those tools to give you feedback through through the platform so how do you get feedback how do you get insights that this is working this is useful this is meaningful i think it's a few things i do look obviously views you know vanity metric but it is important to see like do this connect um click-through rate for me is like a big one like okay was my thumbnail connecting can i change that to say like to better depict like what the video is about.

28:30Watch time for me is a big one and I'll use like YouTube analytics tools in there to see like where people watch longest. When did they drop off? So like I know like okay they're actually more interested in this kind of content or this portion. And for the people that do comment, I try to reply to mostly, I mean there's obviously a lot of people not replied to but like I do try to reply. Within the first week of like a video going out I'm trying to like reply to mostly everyone that comments and I do listen to what people say if I'm getting more opportunities from brands I'm aligned with I consider that as a metric of somewhat of success or that I'm doing what I'm putting out there is working and it's being helpful because people are noticing in a different way than just like a vanity metric way if that makes sense like if people want to work with me from the content I'm putting out then it must be somewhat good because if they you know, or they wouldn't be reaching out.

29:26So there's a whole kind of breadth of things I use to determine that, which kind of also falls into like how I kind of look at what success is and what that really means, which all goes back to, you know, my definition of success isn't, isn't viral success necessarily. Like it doesn't really mean anything to me. You know, it's cool to be able to say you have this many subs, but like it's all silly at the end of the day, you

29:48Tasia Custode: You know, it is it is a little bit silly, but it is also part of the journey, right? Like you're using a lot of those metrics to help quantify. But I think one of the more beautiful parts of your story there is like how you get input from your friends, how you how you engage with the community to like evolve and improve your content. And I think that's that's where elite creators go is is using that that level of insight to kind of make it better for everybody that's using the content that you provide. But now we're going to go to my favorite part of the show, which is our lightning round. I'm going to ask you some questions from our show today, and you're going to give me a quick 30 to 60 second answer on each of these.

30:29Tasia Custode: You ready, Tasia? Oh, God, I'm so long-winded. Okay. Okay. That's all right. Here we go. I'll try my best. Don't worry, I'll try my best. I'll cut you off. Cut me right off. Give me a buzzer. Be like, meh. Exactly. Okay. So what is the one Google Workspace feature that you think everyone is underusing? Okay. I can only pick one. Remember this is supposed to be a short response, right? I'm on the clock. I'm on the clock. Okay. Okay. Okay. Google workspace feature. Okay. In Google docs, uh, using the refine feature. So like Gemini is now built in to Google docs and there is a refined feature. And with that feature, you can either put something, uh, matching a brand voice.

31:13So if you're collaborating with a team, huge win, because if someone's added something to your document, it doesn't quite fit the brand voice that you would have for the document. Highlight it, click refine, and say like match this style or match my style. Or you could just have it just rewrite something if you're just not happy with it. So the refine feature in Google Docs, that's what I'm gonna say.

31:34Tasia Custode: Great, I love that one. I'm gonna think of 14 more later. Yeah, I'll ask you the question for the other 14 later. So I love this question. I think this is probably gonna be one of my favorite answers but uh if you could bring back one discontinued google product what would it be i'm gonna switch because since we're getting android xr glasses it's kind of like my google glass from the past coming back so i'm gonna say uh google reader do you remember google reader did you ever use google reader i'm familiar with it yes did not rss yeah rss Oh God, I loved Google Reader. What I find funny about that and what I find funny about all RSS features is I see so many people prompting LLMs to just do RSS feeder-like tasks.

32:24Tasia Custode: You know, it's like, oh, please send me a summary of all the news articles that have this, this, this, this, this in it. It's like, that's just an RSS feed and that has existed for 20 years. You don't need an LLM for that. Correct. Correct. So we're burning the earth to just do this task. We're using so much water, you guys. So much. No one understands. But it's a good one. It is such a good one. All right. What's one piece of creator advice you wish someone would have given you when you first started? You have to be doing something you're passionate about and something you like or it's going to come through.

33:04So you're not going to be able to be consistent with it. you're not going to be able to do the amount of work that it takes to do this well and do it consistently if you don't love it. So I think I kind of fell into that advice on my own because I am interested in learning how to do this tech stuff, uh, whatever it might be, or I'm interested in this, you know, latest product. Um, but I think that is something huge for a lot of people. I get a lot of people asking me like, Oh, I should make a channel. What should I do? And it's like, well, What do you love? Like you can't ask someone else that like you it's work.

33:36This is a job. So you have to love it first and foremost. I kind of changed your question.

33:42Tasia Custode: No, but I love it. I know it's it's it's a spot on answer. I mean, I mean, it's great. All right. What emerging AI feature are you most excited to experiment with? I think what's coming next, maybe in terms of like AI video generation like using kind of multimodal AI video generation and seeing, you know, where tools may be like a Google flow or something are going where it's gone from, you know, posting crappy eight second, very AI generated looking pieces of content into storyboarded, structured scenes that have continuity and character consistency. see. I'm really intrigued, scared and intrigued to see where that's going.

34:34Tasia Custode: I love it. If you could give us a prediction, especially now recently having attended Google I.O. as to where Google is going, what would that prediction be? I think it's going to be agentic everything. That's my blanket answer for you. But, you know, we touched on it a little bit with agentic search. So what is that next evolution of even AI search functionality and features that are already there in the ecosystem, but actually moving into agent form and getting stuff done on our behalf, which we're already seeing little bits and pieces of, you know, whether it be in Gemini or in Chrome or in search.

35:16And I think that's only going to get more refined, not just on the software side, but also on our product side. So how we're interacting with our smart devices, our speakers, our phones that we walk around with all 24-7. I think that's going to be the big thing is it's not just like the personal assistant of all. It's like a personal assistant that's actually going to do something on your behalf. Love that.

35:40Tasia Custode: And that wraps up this episode of the Voices Search Podcast. A huge thank you to Tasia Custode, YouTuber and content creator at Brio Media for joining us. If you'd like to contact Tasia, you can find a link to her LinkedIn profile in our show notes or on voicesofsearch.com. You can also visit her website, tasiacustode.com, or follow her channel, youtube.com slash tasiacustode. If you haven't subscribed yet or want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in our podcast app or on YouTube, and we'll be in your feed every week. That's all for today, but until next time, remember, the answers are always in the data.