Table of Contents
Do not index
Do not index
HubSpot might look like a software company.
But it’s actually just a content company that happens to sell software.
But something wild just happened.
HubSpot just lost a big chunk of their organic traffic.
Figma and Canva are next.
Why?
Because Google's AI is now answering questions directly in search results.
No clicks needed. No website visits required.
Here's how to stay ahead with SEO in this new world👇
The Death of Traditional SEO
Look at any company blog right now:
→ "What is brand management?"
→ "How to create a sales plan"
→ "What is [insert basic term]?"
Guess what? AI can answer all of these now.
And it does. Instantly. Above your search results.
No traffic for you.
The New Strategy 🎯
When you look closely, you notice a pattern.
AI summarizes all the general results. But not the super technical/personal ones.
But it still links to those. With massive click probability.
So what do we do now:
Create content that AI can't summarize.
Here's exactly how:
1. Get Personal
- Share your failures
- Tell backstories
- Talk about mistakes
- Write about learnings
AI can't replicate YOUR experience.
Also a hidden benefit of this is that you naturally become better at content creation - which helps in creating your personal brand.
2. Show, Don't Tell
- Include video content
- Add visuals
- Create tutorials
- Show behind-the-scenes
(Check out how @robj3d3 does this - his content is a masterclass in authenticity)
3. Get Technical
- Deep dive into specifics
- Share actual code if needed
- Explain complex implementations
- Break down real examples
AI struggles with technical nuance (yet). So it generally just links the article.
4. Be Human AF
- Use slang
- Add personality
- Make typos (yea, realy)
- Write like you talk
AI is too perfect. That's its weakness.
5. Share The Dirty Secrets
- Industry insights
- Behind-the-scenes drama
- What actually happens
- The stuff no one talks about
Be relatable. And you will find people finding you ‘magically’.
Why This Works
This works on a very simple logic — AI can’t recreate experiences.
AI can:
- Summarize facts
- Explain concepts
- Answer basic questions
AI can't:
- Share personal experiences
- Tell authentic stories
- Give nuanced opinions
- Show real examples
Once you understand this, all of your content will start to rank better.
PS - don’t entirely abandon general and mass topics. These still bring great reach.
Remember — sometimes, a small piece of a large pie is greater than a large piece of a small pie.
Create what your customers search.
The days of generic "what is X" content are over.
The future belongs to authentic, messy, real content that AI can't replicate.
Time to adapt or lost in page 42 forever.
Be honest: when was the last time you ask google a question and then actually clicked a link? tell me by replying to this email 👇🏻
Keep building 💻
Tibo
P.S. Yes, I left some typos in this email on purpose. Did you spot them? 😉
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