Las nuevas reglas (Muchos negocios desaparecerán de Google) — Transcript

Full transcript

1. 0:00Those struggling the most right now
2. 0:02aren't the ones who ignored SEO, but
3. 0:04the ones who did SEO perfectly.
4. 0:07Companies with massive content teams,
5. 0:09blogs that had been ranking for 10
6. 0:11years, directories that relied solely
7. 0:12on organic revenue. Everyone built
8. 0:15their business by answering questions
9. 0:17Google could rank, and today Google has
10. 0:20learned to answer those on its own. I'm
11. 0:22going to teach you three things here.
12. 0:24Why has that model finally broken? Who
13. 0:26is taking the hardest hit? Because not
14. 0:29everyone will be affected the same way.
15. 0:32And what do you need to do now with
16. 0:34actionable steps, not just theory, to
17. 0:36rank on Google and get ChatGPT and
18. 0:38other LLMs to start recommending you?
19. 0:41And I'll warn you right now, the metric
20. 0:43we've been watching and analyzing for
21. 0:4515 years is the very one that is
22. 0:46disappearing. I'll start with one of
23. 0:49the cases everyone probably knows.
24. 0:51HubSpot. HubSpot was one of the largest
25. 0:53content machines on the planet. Their
26. 0:55blog was the gold standard everyone
27. 0:57copied, and according to Ahrefs and
28. 0:59Semrush data, their organic traffic
29. 1:02dropped about 80%in just one year. In
30. 1:04fact, their own CEO said so on an
31. 1:06earnings call. AI answers are
32. 1:08responding to people, and very few end
33. 1:11up clicking through. Think about what
34. 1:13that means. One of the best SEO teams
35. 1:16in the world, doing everything right,
36. 1:17everything perfectly, still loses
37. 1:18almost all their traffic. And it's not
38. 1:21that you've gotten worse; it's that the
39. 1:23ground has shifted beneath everyone.
40. 1:25And this is not an isolated case. At
41. 1:26Palo Seco, we've noticed it with a lot
42. 1:29of clients who had many well-ranked
43. 1:31articles, receiving a lot of organic
44. 1:34traffic, and we've seen drops of 20%,
45. 1:3640%, and in the worst cases, 50%of
46. 1:39traffic. All because it came from
47. 1:42articles that were ranking for queries
48. 1:44that Google now answers directly. And
49. 1:46even though impressions remain, the
50. 1:48clicks do not. People aren't ending up
51. 1:50clicking on your website. That is
52. 1:51exactly the signature of this problem.
53. 1:53For 20 years, it was simple. You
54. 1:56answered a question well, Google ranked
55. 1:58you, and Google sent a visitor to your
56. 2:00website. Google was the traffic source
57. 2:02for your site, after all, right? Now
58. 2:04Google is the destination, and here
59. 2:06comes the part that stings. That answer
60. 2:09that appears at the very top is built
61. 2:11using the pages we publish, so
62. 2:12they’re really screwing us over in a
63. 2:14way, aren't they? Google takes your
64. 2:17content, summarizes it, and answers
65. 2:18your customer before they even reach
66. 2:20your website. You're not competing with
67. 2:22other websites, you're competing
68. 2:24directly with Google, and we gave them
69. 2:26all the material. But hey, don't worry,
70. 2:28don't panic, there are solutions. In
71. 2:31fact, one thing we have to know is that
72. 2:33, for example, in the case of HubSpot,
73. 2:34even though they lost 80%of their
74. 2:36traffic, their revenue increased by 20%
75. 2:38this past year. So, it's not all bad
76. 2:41news. At the end of the day, when we do
77. 2:44SEO, what we care about is revenue,
78. 2:46right? I mean, what we want when we do
79. 2:48SEO is a marketing strategy. Ultimately
80. 2:49, what we want is to increase the
81. 2:51revenue of any business, right? If you
82. 2:53don't understand SEO this way, you're
83. 2:55not doing SEO, or you're just doing SEO
84. 2:57for fun, that's it, right? But when we
85. 2:59do SEO and you have a business behind
86. 3:00it, you want to increase revenue, it's
87. 3:02that simple. And the thing is, this is
88. 3:04a trend. Putting it into numbers, by
89. 3:07early 2026, about 78%of searches will
90. 3:09end without a single click to your
91. 3:11website. Two years ago it was 60%, so
92. 3:14it's slowly increasing, and AI
93. 3:16overviews already appear in nearly half
94. 3:18of all searches. That's crazy. And when
95. 3:21they appear, the CTR for websites drops
96. 3:22by around 60%. And right behind it
97. 3:25comes AI mode, where there are no
98. 3:26outbound links at all. Today it's very
99. 3:28small, but it's growing very fast.
100. 3:29Ultimately, it would be like ChatGPT,
101. 3:31Claude, Perplexity, and so on. The good
102. 3:33thing about this is that we're all in
103. 3:35the same boat, so this affects everyone
104. 3:37. But okay, if you want to run this
105. 3:39test, there's just one sentence you
106. 3:41need to ask yourself. If 100 other
107. 3:44sites answer that question exactly the
108. 3:45same as you, artificial intelligence
109. 3:47will replace all 100 with a single
110. 3:48paragraph. Burn this into your brain.
111. 3:51Let me summarize it for you. If you're
112. 3:52saying the same thing as 100 others,
113. 3:53artificial intelligence will summarize
114. 3:55it for you in a paragraph and that's it
115. 3:56. Because the problem was never
116. 3:57answering questions. People are still
117. 3:59asking thousands and millions of
118. 4:01questions a day. In the past, the most
119. 4:03generic version of the answer was
120. 4:04exactly what won the click. Today, for
121. 4:06an artificial intelligence, that is the
122. 4:08easiest thing to absorb and provide as
123. 4:09a result. And this is affecting
124. 4:11everyone. Forbes built an affiliate arm
125. 4:13, Forbes Advisor, on top of its domain
126. 4:15reputation, and Google crushed it with
127. 4:17a Site Reputation Abuse penalty—
128. 4:18basically, they shut it down. Or media
129. 4:21outlets like CNN have seen their
130. 4:22organic traffic drop by about a third
131. 4:24year-over-year. What actually puts you
132. 4:26in the danger zone? A "how-to" guide
133. 4:29that reads just like 50 others. A
134. 4:31definition page that’s just a
135. 4:33definition, or a product review for
136. 4:34something you’ve never even tested.
137. 4:36If your page doesn't have its own
138. 4:38unique footprint, AI isn't going to
139. 4:39need you. It already has a thousand
140. 4:40others just like it. And right now,
141. 4:42you’re very likely wondering if your
142. 4:44website passes this filter. Honestly,
143. 4:46don't worry—we're all in the same
144. 4:47boat. Because losing traffic isn't the
145. 4:49disease; it's the symptom. Many people,
146. 4:52many businesses, thought they had a big
147. 4:54, beautiful skyscraper with millions of
148. 4:56monthly visits, only they were renting
149. 4:58the land, and the landlord just changed
150. 5:00the terms. Google traffic was never
151. 5:02really yours. Google decided how much
152. 5:04to give you, at what price, and for how
153. 5:06long, and now they’re keeping it for
154. 5:07themselves. The companies that are
155. 5:09bleeding out didn't lose because their
156. 5:11content was bad; they lost because they
157. 5:13only had one way to be found, and they
158. 5:15didn't control it. They spent 10 years
159. 5:17building demand for Google and almost
160. 5:19none for their own brand. They built
161. 5:21dependency and called it success. And I
162. 5:24feel bad saying this, but I’m
163. 5:26shooting myself in the foot here,
164. 5:27because in agencies, we’ve spent
165. 5:29years living off reports full of
166. 5:30rankings, clicks, and these metrics—
167. 5:31metrics that looked great in a PDF, but
168. 5:33didn't have much of an impact on the
169. 5:35business, right? So, years ago, we
170. 5:37traded all those reports for a focus on
171. 5:40just one KPI: more sales. And I say
172. 5:44this because of what I mentioned
173. 5:45earlier about HubSpot; many people
174. 5:47really panic when they see their
175. 5:49traffic has dropped by 80%. But hey, if
176. 5:52we have a 20%increase in annual revenue
177. 5:54, what’s the problem? I mean,
178. 5:56you’re not a worse SEO just because
179. 5:58your traffic fell by 80%. I say this
180. 6:00because we’ve had to battle with a
181. 6:02lot of clients at the agency who’d
182. 6:03say, "Hey, Pedro, look at Search
183. 6:05Console, it’s plummeted, what’s
184. 6:06going on? What’s happening?" And I
185. 6:08say, "Look, the SERPs just changed, you
186. 6:10know what this is. This is a revolution
187. 6:12." We are changing the way we navigate
188. 6:14the internet. Basically, people no
189. 6:17longer search the internet; people
190. 6:18expect an answer. So, we had to educate
191. 6:22our clients by saying, look at your box
192. 6:23, look at your account, you see there
193. 6:25are more orders. I mean, you are
194. 6:28selling more. Yes, you are selling less
195. 6:30, which we have also had to struggle
196. 6:31with for some clients. Yes, okay. Why?
197. 6:33Why is this happening? Well, because
198. 6:35you depend on Google, so you have
199. 6:36leveraged only one channel. You've
200. 6:38forgotten Instagram, you've forgotten
201. 6:40YouTube, you've forgotten LinkedIn,
202. 6:41you've forgotten email marketing,
203. 6:43you've forgotten influencers, I don't
204. 6:44know, a ton of other channels. That's
205. 6:47why at Palo Seco, years ago, we shifted
206. 6:49from being an SEO agency to a
207. 6:50performance agency, where we find
208. 6:52solutions for your business, not just
209. 6:54saying "I do SEO and that's it."
210. 6:56Because if I only do SEO for you, then
211. 6:58you'll end up like many businesses that
212. 6:59come to us crying because they used to
213. 7:01live very well, look at the traffic
214. 7:02they had, and so on. And I say, "Okay,
215. 7:04yeah, that was a different era, it
216. 7:06doesn't work like that anymore." The
217. 7:08rules of the game have changed, and if
218. 7:09you don't understand that, if you don't
219. 7:11master the language of social media, if
220. 7:13you aren't doing SEO on YouTube, if you
221. 7:15aren't getting ChatGPT to recommend
222. 7:17your business, or a thousand other
223. 7:18strategies, you can't live off SEO
224. 7:20alone anymore; because SEO isn't just
225. 7:22on Google, SEO is done in many places.
226. 7:24And here is the big difference: why has
227. 7:27HubSpot increased its revenue by 20%
228. 7:29despite losing 80%of its traffic?
229. 7:33Because people no longer search for "
230. 7:34what is the best CRM," people search
231. 7:36for HubSpot directly because the clicks
232. 7:38to your website went away, but the
233. 7:40demand remained. People still need CRMs
234. 7:43, and that is where most SEOs and the
235. 7:45entire sector are falling behind.
236. 7:47Clicks and demand were never the same
237. 7:49thing. We have spent 15 years measuring
238. 7:51exactly what is disappearing: clicks. A
239. 7:54piece of data for you to look at in
240. 7:55your project. On average, a website
241. 7:57receives only 2.4%of its traffic from
242. 7:59branded searches. Those doing the best
243. 8:02are close to 10%, which is four times
244. 8:04more. That doesn't mean they are
245. 8:06ranking better, it means people are
246. 8:08typing, searching for their name. And
247. 8:10here we detect a clear pattern of who
248. 8:12is surviving. On one end, big brands
249. 8:14with a lot of authority and a very
250. 8:16broad category. On the other, small
251. 8:19brands that dominate a specific niche
252. 8:21with an audience loyal enough to pay
253. 8:23for their product. And both extremes
254. 8:25are growing. The one that is dying is
255. 8:28the one in the middle, those that
256. 8:29aren't well-known enough to be searched
257. 8:31by name and aren't focused enough to
258. 8:32dominate a niche. So the question is no
259. 8:35longer who ranks, but rather, if you
260. 8:37disappeared tomorrow, who would miss
261. 8:39you? That is the question you have to
262. 8:40ask yourself about your business. And
263. 8:41as I was saying, now people search on
264. 8:43Google, YouTube, TikTok, Instagram, and
265. 8:45ask on Reddit to see if something is
266. 8:47true. They ask ChatGPT, Gemini, or
267. 8:49Perplexity; for your information,
268. 8:51ChatGPT handles over a billion searches
269. 8:53a day, and that doesn't make it a
270. 8:55secondary tool, it is also a search
271. 8:57engine, and one in five people start
272. 8:59their search within a social app. In
273. 9:022021 it was 1%, which is just crazy. In
274. 9:05fact, I remember in a presentation I
275. 9:07shared some news, and this was 4 years
276. 9:09ago, that young people already prefer
277. 9:10TikTok as a search engine over Google.
278. 9:12And now, beware of the easy conclusion.
279. 9:14This is not about being on 12 platforms
280. 9:16at once; that is noise and it will burn
281. 9:18you out, it won't work for you. It's
282. 9:19about being the brand people look for
283. 9:21when they think of your product or
284. 9:23service. So stop working to be found
285. 9:26and start working to be remembered. And
286. 9:29at Palo Seco, we are very clear about
287. 9:30this. In fact, we have a great success
288. 9:32story, which is the Juike case. They
289. 9:34came to us and didn't have a website,
290. 9:36didn't have e-commerce. What they did
291. 9:38have was a lot of authority on social
292. 9:40media with a huge community. A lot of
293. 9:43sales through Amazon or elsewhere. So
294. 9:46when the client came to us, we said, "
295. 9:48Okay, you don't have a website." I said
296. 9:50, "Wow, to start SEO now, it's going to
297. 9:51take you a long time, right? It will
298. 9:53take at least a year to appear on the
299. 9:55first page for paddle board tables."
300. 9:57What happened? That in a matter of
301. 9:59months, we ranked number one for their
302. 10:01main business keyword, "buy paddle
303. 10:03boards," or something like that. Well,
304. 10:06a bunch of keywords, you know. And that
305. 10:08, evidently, was because we did good
306. 10:10SEO, but they did the most complicated
307. 10:12thing of all, which is having a brand,
308. 10:13and that led to a radical increase in
309. 10:15revenue and expanding distribution into
310. 10:17different markets. We opened up the
311. 10:20market in Italy, Portugal, and Germany.
312. 10:22So, it was a massive success story. But
313. 10:25this is partly not just because we did
314. 10:27the best SEO, which we obviously did,
315. 10:28but because they already had a
316. 10:29consolidated brand. People were
317. 10:32searching for paddle surf boards with
318. 10:33their brand name. So, that gave Google
319. 10:36signals that people were searching for
320. 10:37their brand. So, naturally, we ranked
321. 10:39in the first position super fast
322. 10:41because they already had a very good
323. 10:43foundation. And now, the part that
324. 10:45almost no video like this gives you,
325. 10:47nor will any consultant tell you: what
326. 10:49do you do with all this on Monday
327. 10:51morning when you start working? Well,
328. 10:53four concrete things. First, measure
329. 10:55your percentage of branded searches in
330. 10:57Search Console, filter queries that
331. 10:59contain your name, and divide it by the
332. 11:01total. If you are below 2.5%, your
333. 11:03problem isn't SEO; it's that nobody
334. 11:06knows who you are. Second, start
335. 11:08researching within ChatGPT, Perplexity,
336. 11:10and Gemini for the queries that matter
337. 11:12in your sector and note if you appear
338. 11:14and what position you are in. You can
339. 11:17do this in an Excel file, but if you
340. 11:19want, inside my community, where we
341. 11:21explain how to do SEO with artificial
342. 11:23intelligence, we have a resources
343. 11:25section where you will find a lot of
344. 11:26tools, like this one we recently
345. 11:28developed internally. And in here we
346. 11:31have a section where you can select a
347. 11:33business, generate queries, and you can
348. 11:35write here whatever queries you want;
349. 11:37you can add more queries, remove them,
350. 11:39and you can set how many times they run
351. 11:41: three times, five times, and so on,
352. 11:43in ChatGPT, Gemini, and others. What
353. 11:45this will do is that when you launch it
354. 11:48, it will start making these queries in
355. 11:50ChatGPT and tell you which websites it
356. 11:52is using to provide answers to these
357. 11:54questions that people are asking in
358. 11:56ChatGPT. That way, we can be sure who
359. 11:59is actually appearing within ChatGPT
360. 12:01and the LLMs. And you can see down here
361. 12:04it tells you the sources that ChatGPT
362. 12:05is using, and here in this case, well,
363. 12:07our business hasn't been cited. If you
364. 12:09want more information on this, there is
365. 12:10a link in the description and in the
366. 12:12pinned comment. The third thing you
367. 12:13have to do is take your 10 pages with
368. 12:15the most impressions and fewest clicks
369. 12:17and add something to them that no one
370. 12:19else can write. Your own data, a case
371. 12:21with numbers, real proof that you have
372. 12:23done yourself. If what is there can be
373. 12:25copied by 100 other websites, they are
374. 12:26going to take it. For example, don't
375. 12:29you want an article saying how to rank
376. 12:30a listing on Google Maps? Say, I
377. 12:33changed the primary or secondary
378. 12:34categories of five Google Maps listings
379. 12:37and in two months I went from this
380. 12:39position to this, or I started getting
381. 12:41so many visits or so many calls, real
382. 12:43data. And finally, build a channel that
383. 12:45is 100%yours, an email list, a
384. 12:47community, an app, whatever, something
385. 12:49where you can talk to your audience
386. 12:51without an algorithm giving you
387. 12:52permission. You aren't screwed because
388. 12:54your Google traffic drops, you're
389. 12:56screwed if Google was the only place
390. 12:57where they could find you. HubSpot
391. 12:59proves it perfectly. They lose the
392. 13:01clicks, you keep the demand, and the
393. 13:03business keeps growing. And that is the
394. 13:05thin line between the companies that
395. 13:07disappear this year and those that will
396. 13:08remain in the future. That's why, today
397. 13:10, the three letters are no longer
398. 13:12Search Engine Optimization, they are
399. 13:14Search Everywhere Optimization, because
400. 13:17you build demand for your name
401. 13:18everywhere they go to look for you.
402. 13:21Traffic was always temporary, the brand
403. 13:23is the only thing you keep. And finally
404. 13:25, if you want to learn how to rank on
405. 13:26Google, Google Maps, or artificial
406. 13:28intelligence search engines, we have
407. 13:30Paloseco School, where we teach you
408. 13:31everything we do inside our agency and
409. 13:33you will have access to a step-by-step
410. 13:35program so your business appears in the
411. 13:37top positions of Google. Plus, we also
412. 13:39do live sessions to answer your
413. 13:41questions. If you want to be part of
414. 13:43this community or get more information,
415. 13:44I'll leave a link in the video
416. 13:46description. And lastly, I want to
417. 13:48recommend this video which is awesome,
418. 13:50where we explain how we do SEO with
419. 13:51artificial intelligence, with Claude,
420. 13:53we share a bunch of skills we use
421. 13:55internally at the agency. Take a look
422. 13:57at this video because it's incredible.
423. 13:59And now, we'll see each other along the
424. 14:00way to keep learning. A big hug.