#31 SGE, affiliate marketing & WFH

This episode is available on Spotify and Apple Podcasts

In a recent episode of the Contrarian Marketing Podcast, hosts Kevin and Eli discuss various topics, including

* Google's new remote work policies

* the impact of return-to-office on employees

* the future of AI-generated content

* the challenges faced by affiliates in the SEO landscape

Google's Remote Work Policies and Traffic Woes

Google's implementation of new remote work policies, specifically the crackdown on hybrid work, has caused quite a stir. Employees are now required to be in the office. As a result, Bay Area traffic has significantly increased, leading to frustration among commuters.

Kevin and Eli speculate that companies might be using the return-to-office shift as an opportunity for silent layoffs, as many employees are unable to relocate back to the office after working remotely for an extended period.

The Hybrid Model's Impact on Career Growth

One of the concerns raised by Kevin is the disadvantage faced by remote workers in terms of career growth and relationship building. Eli agrees, emphasizing the importance of building connections and relationships in the office, which cannot be fully replaced by technology like virtual or augmented reality.

The hosts mention a previous episode that delves into the detrimental effects of the hybrid model, particularly its impact on the career growth of parents who prefer working from home. They also express skepticism towards the idea of VR/AR completely taking over the office environment.

Google's Responsibility and the Impact of AI Answers

Google has faced pushback for its Search Generative Experience (SGE) program, which tests AI answers and results. Critics argue that the program may harm the Open Web, as Google's traffic is pivotal for numerous websites and businesses.

AI-generated results provided by Google can potentially impact organic traffic and ad revenue for websites. Currently, the quality of AI-generated answers varies, with some being thin or incorrect. Google has been experimenting with ad placement in relation to AI answers, aiming to leverage the increasing availability of AI tools and compete with the abundance of quality content.

Eli and Kevin acknowledge the pros and cons of AI-generated content. While it has the potential to generate more low-quality content, it also enables search engines to provide more personalized and relevant information to users. They stress the need for a paradigm shift in the SEO model that goes beyond simply creating content.

The Evolution of SEO and Google's Role

Google search experiences often fall short of users' expectations, driving them to seek answers on platforms like Reddit. The quality of content on the web is declining.

Google's indexing of the web reflects the existence of subpar content rather than being the cause. Google has struggled to move beyond content as a ranking factor. Long tail search results were never satisfactory. The absence of a benchmark competitor may have contributed to Google's stagnation.