Content Disrupted Podcast Dives Deep into AI, SEO, and the Future of Content with Bernard Huang

Buckle up, content creators! The latest episode of the Content Disrupted podcast just dropped, and it’s a doozy. Our host, Dan Baptiste (EVP at Skyword), chats with SEO guru Bernard Huang, the mastermind behind Clearscope. They’re diving headfirst into the wild world of AI, SEO, and how it’s totally shaking up the content game. You can catch all the juicy details on Apple Podcasts, Spotify, or Google Podcasts.

In a nutshell, this episode is your roadmap to navigating the ever-changing landscape of content creation in the age of AI. Bernard, drawing on his years of experience, breaks down how Google’s algorithm updates and the rise of AI are like that one friend who always shakes things up (you know the one). But hey, no sweat! He also throws in some seriously actionable tips for content creators to not just survive, but totally crush it in this new era.

From Growth Hacking to Game Changer: Bernard’s Journey

Bernard’s story is anything but ordinary. He went from hacking growth at a commercial real estate company (shoutout to 42 Floors!) to founding Clearscope, a platform that’s like a superpower for content optimization. Talk about a glow-up, right?

The Google Algorithm: From Zero to Hero (of Valuable Content)

Remember the good ol’ days when you could trick Google with some shady link-building tactics? Yeah, those days are long gone, my friend. Google’s algorithm has gone through some major glow-ups over the years, and let’s just say it’s learned a thing or two about spotting BS.

• Penguin swooped in and totally iced out those spammy link-building schemes.
• Panda was all about separating the wheat from the chaff, calling out thin and duplicate content like the content police they are.
• Then came Hummingbird, putting the emphasis on comprehensive, high-quality content that answered searchers’ questions like a champ.
• And let’s not forget RankBrain, Google’s AI-powered brainchild, which brought in all these fancy dynamic user engagement signals. Basically, Google started paying attention to how people actually interacted with content, not just what keywords they stuffed in.
• Oh, and remember the Helpful Content Update? That was Google’s way of saying, “Hey, we’re onto you, AI-generated content farms!” They doubled down on prioritizing content written by actual humans with real expertise, authority, and trustworthiness.

The bottom line? Google’s algorithm is evolving faster than a Pikachu, and it’s all about rewarding valuable, user-centric content. So ditch those black-hat tactics and embrace the power of genuine, helpful content, or prepare to be lost in the digital wilderness.

AI and the Searchpocalypse (Okay, Maybe Not That Dramatic… Yet)

AI is kinda like that friend who shows up to the party and steals the show, am I right? With AI-generated answers and featured snippets popping up all over Google, search traffic is taking a bit of a hit. It’s like Google’s trying to cut out the middleman and give people the answers they crave instantly. Sneaky, sneaky.

AI: Friend or Foe for Content Creators?

Okay, so AI is a whiz at churning out generic content like it’s nobody’s business. Need a job description template or a basic pancake recipe? AI’s got you covered. But when it comes to complex, nuanced topics that require real human insight and expertise? Not so much. And that, my friends, is where you come in.

Here’s the deal: AI might be a content-generating machine, but it’s still lacking in some key areas:

• Unique perspectives and firsthand experiences: AI can’t replicate the power of your personal stories, insights, and that “been there, done that” wisdom that only comes from real-life experience. So go ahead, flaunt what you got!
• Trustworthy recommendations and in-depth analysis: Sure, AI can scrape data and spit out generic recommendations, but it can’t replace the critical thinking, nuanced analysis, and trusted advice that a real human expert brings to the table.
• Content requiring specialized knowledge and expertise: If your content requires deep industry knowledge, technical expertise, or a level of understanding that only comes from years of experience, you’re in luck! AI can’t touch that (yet).

So yeah, AI might be changing the game, but it’s not replacing human content creators anytime soon. Think of it as an opportunity to level up your game, focusing on what you do best: being human.

From Black Hat to Trustworthy Content: Authenticity is the New Black

Remember when keyword stuffing and shady link schemes were all the rage? Yeah, Google’s over it. These days, authenticity is the name of the game. Google’s algorithms are getting really good at sniffing out BS and prioritizing content that’s packed with genuine opinions, real-life experiences, and that special something-something that only comes from a real, live human being.

Challenges and Opportunities in the Age of AI

Look, AI content is everywhere these days. It’s like that one friend who always crashes the party uninvited. But here’s the thing: while AI churns out content faster than you can say “ChatGPT,” it still can’t replicate the magic of human authenticity.

Here’s the lowdown on the challenges and opportunities that come with this whole AI shebang:

• Combating AI-generated content: With AI flooding the internet with generic content, it’s more important than ever to stand out from the crowd. Think of it as a giant game of content hide-and-seek, where authenticity is your secret weapon.
• Domain authority still reigns supreme: Yeah, Google loves fresh, authentic content, but they also have a soft spot for established brands. It’s like that whole “it’s all about who you know” thing, but in the digital world.

Strategies to Make Your Content Shine Brighter Than a Diamond

So how do you stand out in a sea of AI-generated noise and established players? It’s all about playing to your strengths, my friend:

• Unleash the power of your expertise: You know that thing you’re crazy passionate about? The one you could talk about for hours? Yeah, that’s your superpower! Use it to create content that showcases your deep understanding and unique insights.
• Authenticity is your secret weapon: In a world of perfectly curated online personas, people crave realness. Don’t be afraid to inject your personality, experiences, and even your quirks into your content. It’s what makes you, well, YOU.

Remember, AI might be able to mimic human language, but it can’t replicate the power of genuine human connection. And that, my friend, is where you win.

Topical Authority: The Not-So-Secret Sauce to SEO Success

Okay, let’s talk about keywords for a sec. Yeah, they’re still important, but the game has changed. Simply stuffing your content with high-volume keywords like it’s a Thanksgiving turkey won’t cut it anymore. Google’s gotten wise to that trick, and frankly, it’s getting a little old.

Enter Topical Authority: The New Sheriff in SEO Town

These days, Google’s all about topical authority. They want to see that you’re a bonafide expert on a specific topic, not just someone who’s good at playing keyword bingo. Think of it like this: would you trust a random person on the street to give you medical advice? Probably not. You’d want to see a doctor, someone with experience, credentials, and a whole lot of knowledge. Same goes for your content.

Here’s the deal:

• Google’s playing favorites (with niche websites): They’re prioritizing websites that go deep on specific topics, providing comprehensive, authoritative content that answers all of their users’ burning questions.
• Focus score: Your content’s report card: Google’s using something called a “focus score” to assess how deeply your website covers a particular niche. It’s like a report card for your content, measuring its relevance, depth, and overall awesomeness. So, time to hit the books (or, you know, create some killer content)!

Strategies for the Underdog: How Smaller Publishers Can Win Big

Okay, so you’re not exactly a big-time publisher with endless resources. No worries! You can still crush it in the topical authority department. It’s all about working smarter, not harder.

• Specialization: Your ticket to the top: Instead of trying to be everything to everyone, pick a niche and own it. Become the go-to resource for that specific topic, and watch your authority (and traffic) soar.
• Go deep or go home: Don’t just scratch the surface. Create in-depth, comprehensive content that explores all facets of your chosen topic. Think of it as a deep-sea dive into your niche, uncovering hidden gems and valuable insights that your audience won’t find anywhere else.
• Example: From Marathon Novice to Expert Guide: Instead of churning out generic marathon tips, create a detailed guide on training for a specific type of runner (like beginners), common mistakes to avoid, and expert insights from seasoned marathoners. See the difference? You’re not just providing information; you’re offering a valuable resource that caters to a specific audience.

Building topical authority takes time, effort, and a whole lot of passion. But trust me, it’s worth it. By becoming a trusted voice in your niche, you’ll not only attract more eyeballs to your content but also build a loyal following that trusts your recommendations, values your insights, and keeps coming back for more. And that, my friend, is the holy grail of content marketing.

Key Takeaways: AI, SEO, and the Future of Content Creation

This episode of Content Disrupted isn’t just about understanding the wild world of AI and SEO; it’s about empowering content creators to thrive in this ever-evolving digital landscape.

Here’s what you need to remember:

• Authenticity is your superpower: In a world saturated with AI-generated content, your unique voice, experiences, and expertise are your greatest assets.
• Topical authority is the name of the game: Ditch the keyword stuffing and focus on becoming a recognized expert in your niche. Go deep, provide value, and answer your audience’s questions better than anyone else.
• Content creation is a marathon, not a sprint: Building a loyal audience, establishing your authority, and ranking high in search results takes time and consistent effort. But with the right strategies and a focus on what truly matters (hint: authenticity and value), you can achieve your content goals and build a thriving online presence.

So, go forth, content creators, and conquer the digital world with your awesome, authentic, and totally human content!