Thinking about the changes coming to search, whether it be AI or something else, I think the responsibilities have to broaden.

Search will still be a valuable channel; it just won't be as dependent on source: Google; medium: organic.

Broadening beyond Google or even Bing or DuckDuckGo or Yahoo (functionally RIP), capturing demand is still going to be a thing.

And to that end, I'm thinking about search more holistically, considering organic, SEM/PPC, and YouTube search, especially.

Other search channels do exist, but those to me, are the big 3.

An advantage I see is connecting paid and organic efforts together; in my experience, I rarely see these 2 teams trying to leverage the knowledge of the other.

It's not perfect, but if you're going for a specific funnel play on each, the 2 can be complementary.

Let me rephrase: The orgs that encourage SEM & organic search collaboration will have an advantage.

YOUTUBE

It's the same with YouTube. Most YouTube channels are built with audience building in mind, and not search, similar to how blogs started out decades ago.

YouTube is following the same trajectory as Google, with search taking on a bigger role. You can run similar plays, except in video format -- answer the search query and then runs ads against the search queries.

You'll have organic and paid results there, too.

You can see that Search can be a main strategy, beyond what's typically considered "search". And then the tactics below it start proliferating, and I didn't even mention Pinterest or Amazon or TikTok. I'm sure I'm missing some popular search channel, so please hit me up with thoughts.

At Tettra, I'm trying to lean into organic search, but also SEM plus organic YouTube.

One of the things we did well when I was at Friday.app (site sold to ClickUp!) was integrate product videos into landing pages and blog posts, along with capturing YouTube search.

What worked well ( a few times) was that the YouTube video would capture search traffic and then the video would gain additional views by prominently being featured on a landing page.

Then as the video grew more popular, it would be listed in search results.

Traffic has fallen off as the videos became older, but even now, you can see how this video has more views than only an audience-building strategy would provide.

The ratio of 398 subscribers to 64k is insane & means that more than 398 people watched the video. How'd they find it? Through search.

This strategy worked well for that video, because the term -- "online daily planner" -- had high search volume and it was prominently displayed on several top pages. Not every video had results like that, though many other them had 1000+ views, not bad for less than 500 subscribers.

Update 1

This newsletter is a little late. I've been working on a more creativity & writing-driven newsletter on Substack and I haven't been reading as much marketing content. I've been heads-down at Tettra + been out of town. That said, this newsletter will probably be monthly.

Update 2 (What's helpful?)

Links??? Not really, but just subscribe to Marie Haynes instead of me. She has lots of good links this week!

Update 3

I am working on an update to my "How To Scale Traffic" playbook, including a section on AI and maybe some strategies in regards to the above that I'm still experimenting with.

*If you've never bought my playbook and still are interested, this is the time. The update will be going out free to everyone who buys and then the price will rise.

Update 4

I'm about ready to take on more coaching clients, I'll have 2 or 3 slots for weekly coaching, an hour each. If you'd like another opinion to help your team, please reply. I'm not doing execution-type work, but am happy to coach and consult.

Thanks again!

-Josh Spilker

PS: You're receiving this because you bought one of my products on Gumroad (How To Scale Traffic...playbook or the on-page SEO checklist or b/c you signed up. Find more articles at growthcontent.io.

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