SEO is Dead and Influencer Marketing Stepped In | by Elna Cain | ILLUMINATION | Sep, 2023

Google said it, not me

AI really f*ed things up for everyone.

Sure, good things have come from using AI — like how AI gave this woman a voice after 18 years of paralysis.

But, as a content writer and blogger, AI is just muddling everything. Everything I read, I think, “Is that AI?”

And Google is noticing this as well. There are clues Google gives us that are leaning less on SEO and more on influencer marketing.

This has been a slow movement. For years, video marketing was it; everyone must be on video.

Then, social media platforms like TikTok and Threads (although I don’t hear much about that platform anymore) blew up.

And now, it’s all about the influencers.

They are the path to income and success online, as per the Google I/O conference.

So, let’s look at how SEO is not that important anymore for Google and how content creators are the next best thing to hold on to.

1. Google Perspectives

This year, Google introduced the ‘Perspectives’ filter feature. This is still in its testing phase and isn’t available to everyone.

Perspectives aims to bring authentic opinions and contributions — from YouTube shorts to Reddit threads — straight to the search results.

What does this mean for content influencers?

It means Google values your opinions and advice and wants others to know about it, too!

Your expertise, insights, and perspectives are what Google feels searches want the most and not necessarily a blog post anymore.

Imagine having your TikTok video answering skincare questions go viral. With the ‘Perspectives’ filter, that video could be seen by anyone Googling that question, not just your existing followers. That’s a massive amplification of your reach!

What should you be doing now?