Google just announced that May 26th might be SEO’s judgment day:
Their search will start prioritizing AI-generated answers over human-written website articles – which could likely make it magnitudes harder for independent websites to drive organic traffic.
So…
RIP SEO (~1997-2026)?
Now my expertise in SEO is very humble – so I could very easily be misreading this…
In fact, I probably am.
I’m sure savvy marketers will find their way around this somehow…
(And the rigid, static ones will fall prey to marketing Darwinism.)
But putting aside the semantics of this new massive change to Google’s platform…
This was exactly the theme in my book’s Blind Spot #1 chapter.
The incessant enshittification of Big Tech’s platforms from both the consumer side…
…but also YOUR – the enterprise’s side.
Every so often, the overlords behind these platforms come out with an “update” that leaves you scrambling like a cockroach trying to catch up…
…or be left behind.
A disheartened business owner’s comment when the Andromeda update landed springs to mind:
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Andromeda isn’t a failure. It’s doing EXACTLY what it’s intended to do. Removing adbuyers so that confused business owners spend more…
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Google, Meta, TikTok, it doesn’t matter – ALL of them are designed to squeeze every drop of money out of you…
…for an incrementally crappier service they provide.
(If you want to see the math behind this – which I haven’t seen a lot of people do – I sent an email about it a few months ago titled: “Why you may soon have to start laying off your marketing department…”)
One of the reasons I chose to etch my claws a mile deep and an inch wide into email…
Is because there’s little BS around it.
(And it’s also quite lucrative lol.)
It’s a channel YOU own… where you DON’T pay anyone (except a tiny fee to the ESPs)… with probably much higher quality leads than some rando’ who just saw you for the first time on their feed and/or Google page.
No enshittifying update every year – it’s remained largely the same for the past 50 years it’s been around.
Yeah, there was that whole Gmail promotions tab in 2013 that kind of shook up the industry…
But think about it:
The scope of that kind of update happens pretty much every few years with the Googles and Metas…
Whereas email hasn’t had a lot of large-scale updates, like the infamous promo tab, since.
In fact:
I actually can’t think of any!
There was that whole “Gemini AI inbox era” update they rolled out in January…
But I haven’t felt its effects at all.
(More on why in “Did Google just kill email marketing?” email I sent about it in January – it’s on my Email Echoes if you want to read it.)
Anyway, that’s all my very long-winded way of implying…
To perhaps start reducing your reliance on Big Tech?
Or at least think about it.
Not saying to go cold turkey and pull the plug on Meta Ads, SEO and whatnot – that would be asinine, those platforms have their purpose…
Just not the purpose most businesses, supplements or otherwise, use them for.
More on that inside my book in Blind Spot #1.
If you already know what I’m talking about, though?
[Part of this email’s content has been removed from this Email Echoes version of it.]
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