This week, Jared Bauman and Thomas Smith sat down to explore another insight into the podcast, exploring some major industry shifts.
They talk about how AI search can change the way people interact with Google, the slow but potential impact of core updates in March 2025, and the latest AI models from OpenAI and Anthropic.
They also shared their running victories and struggles and dissected some weird niche sites.
If you want to stay ahead of the curve in SEO, content creation, and AI-driven marketing, there’s a lot to be gained in this episode.
Watch the entire episode
AI search is changing the game
First, they talk about how Adobe recently published a study that conducted trillions of dollars in visits to U.S. retail websites and surveyed over 5,000 consumers to find out how to find it AI-driven search Impact search behavior, engagement and online shopping.
Key findings include:
- Compared with the previous year
- On Cyber Monday alone, 2000% of AI-driven traffic jumped into AI-driven traffic
- AI search users participate more: 8% longer on the scene, 12% more pages browsing, 23% lower than traditional search users, and 23% lower jump rate
- 39% of consumers use AI to search for shopping, 55% conduct research, and 47% recommend product recommendations
Why AI search users are more involved
They talked about how Adobe research suggests that AI is more effective than traditional search and can match users with the content and products they really want. Several factors contribute to this:
- AI search engines are based on previous interaction personalized suggestions, resulting in higher conversion rates and engagement.
- Companies are prioritizing AI search experiences and highlighting results generated by AI, which may eliminate high-speaking users before entering the traditional search list.
- AI search minimizes advertising chaos, making the browsing experience more seamless and trustworthy.
Impact on content creators and brands
As AI search gains traction, brands and publishers must adjust their SEO strategies to stay visible. Jared and Thomas talk about how traditional link building becomes less impactful, as AI search engines rely more on brand authority, external signals and contextual relevance than just backlinks and keyword optimization.
To prepare for the change, they discussed how brands should focus on:
- Add external mentions and quotes on the network
- Build a strong social media image and digital PR strategy
- Try AI-focused content formats, such as FAQ-style pages and structured data, and the AI model can be easily interpreted
Google’s March 2025 core update
Next, they talk about how Google officially launches Core update in March 2025 A week ago, this impact was slower and the volatility was less than expected. They talked about SEO analyst Barry Schwartz, who noted that while some sites reported ranking shifts, it wasn’t as extensive as previous updates.
However, SEO experts like Glenn Gabe show that major ranking changes may have begun before Google officially announced the update. Google insists that earlier volatility is irrelevant, but industry insiders suspect they are part of a broader adjustment process.
Will this update reward high-quality content?
Google suggests that it aims to reward creators and original content publishers for 2025. Jared and Thomas discuss the trends observed so far:
- The original news content seems to be getting a ranking. Visibility of websites that produce unique, timely reports has increased.
- Video and multimedia content, especially YouTube, Tiktok and shorts, stand out more in search results.
- There are no major penalties yet, which is good news for many publishers suffering from previous updates.
While we are still waiting for further transformation, creators should monitor traffic closely and consider adding news or video content to future StrateGith.
New AI models focus on creativity, not just primitive power
Several main AI model has been released recentlyincluding Claude 3.7 sonnet from Anthropic and GPT-4.5 from Openai. These updates do not simply drive larger, more powerful models, but focus on practical applications like creativity, reasoning, and user interaction.
Comparing Claude 3.7 and GPT-4.5:
- Claude 3.7 excels in creative writing and user interaction. It is ideal for blogging, storytelling and brainstorming content ideas.
- GPT-4.5 improves the world’s knowledge and personality, making it better structured output for newsletters and persuasive writing.
- Raw computing power is no longer the main focus, but is optimized for real-world availability, not just benchmark scores.
Side Hustle Prank
The episode also offers updates about the side hustle and bustle of Thomas and Jared, both of which revolve around newsletters but with different strategies.
- Jared’s Weekend Growth Newsletter – Now two years old, with nearly 10,000 subscribers, the newsletter highlights Online business insights. Although experienced content has become easier, challenges still exist, such as maintaining growth and ensuring sponsorship.
- Thomas’s 9 to 5 news – Local newsletters focus on the San Francisco Bay Area. With over 3,400 subscribers and a 60% open rate, it generates a lot of engagement and helps attract traffic to his Bay Area Telegraph website, which monetizes through Mediavine.
- Both newsletters demonstrate the power of consistency When building audiences, even if the monetization strategy is different.
Weird niche website
Jared and Thomas also highlight two fascinating niche sites:
- The wallet bursts – Build a website for building a financial calculator tailored for fire (financial independence, early retirement) exercise. Instead of relying on traditional content, they focus on tools that provide unique value and rank well in searches.
- Quick Jewelry Repair – A jewelry repair business that provides accidental services: professional jewelry accessibility. Customers can mail in tangled necklaces and chains, figuring out professional barriers for $15 per piece, showing even the smallest niche can turn into a profitable business.
Key Points for Content Creators and Entrepreneurs
The landscape of online search and content marketing is rapidly shifting:
- AI search is reducing reliance on traditional SEO and reward brands and has a strong online presence on various platforms.
- Google’s update continues to evolve, with early signs of a preference for news content and multimedia.
- The new AI model focuses more on human-like creativity and practical use cases than just raw power.
Staying adaptable, testing new content formats and investing in brand authority will be key strategies for 2025.
