How to Beat Google, ChatGPT, and TikTok At Their Own Game! - Jason Barnard

In this timely and insightful episode, Joe Fier sits down with SEO industry pioneer Jason Barnard, who brings 27 years of experience in search optimization to the table. As AI-driven platforms like Google, ChatGPT, and TikTok play an increasingly decisive role in how businesses are found online, the discussion dives deep into how to take real control of your digital identity, build trust with AI, and position yourself for the next era of search. Jason breaks down the importance of knowledge panels, the rise of walled gardens, and the urgent need for brands to become understandable and credible—before it's too late.

Topics Discussed

• The New Age of Search: Why traditional SEO tactics are no longer enough and how AI-powered engines now guide users down the decision funnel.
• AI’s Role in Brand Discovery: How platforms like Google, ChatGPT, and TikTok are shaping who gets found online—sometimes knowing more about your business than your own customers.
• Building a Walled Garden: Strategies to keep users engaged on your website and nurture them through your own content funnel, not just Google’s or TikTok’s.
• The Importance of Knowledge Panels: What they are, why they’re a KPI for algorithmic understanding, and how to structure your website and online presence to earn one.
• Content Creation for the Future: Why up-to-date information and unique data (“information gaps”) will be more valuable than ever as AI saturates standard topics.
• Bot Traffic and the Bot Economy: The surprising reality of how much bot traffic comes from TikTok, Meta, Amazon, and even mysterious newcomers (like Petalbot).
• Protecting & Optimizing Your Content: How to use tools like Cloudflare to control which bots can access your content—balancing visibility with site performance and business goals.
• Action Steps for Digital Understandability: How to create an effective “About” page and build an infinite loop of self-corroboration across the web to make your brand machine-readable.

Resources Mentioned

• Kalicube –  https://kalicube.com/guides
• Jason Barnard - https://jasonbarnard.com/
• Google Search Results for Jason Barnard - https://www.google.com/search?q=jason+barnard
• Cloudflare – https://www.cloudflare.com/
• Scott Duffy – https://scottduffy.com/
• Gert Mellak - https://gertmellak.com/

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