It certainly FEELS like Google is getting worse. That’s what I keep hearing from friends and colleagues too. Google results aren’t as helpful as they used to be. I noticed this before Christmas when I was searching for gift stores in New York and Google was giving me “best of” lists from 2011 in the results. Bad results in 2011, even worse in 2023. They included links to stories from media companies (you know the ones) who were once masters of gaming the Google algorithm and raised unreal amounts of money based on ridiculous valuations to do just that. The results included stores that weren’t open anymore.
The sudden arrival of AI has helped everyone realize with new clarity the vast amount of SEO/SEM garbage writing out there that has filled our Internet for the last ten years. This is a giant problem for Alphabet. Pair that with the news of lay-offs and the dominance of search, which persevered even through the age of social media, appears very iffy.
The best alternative to Google? Perplexity is the one that rises to the top for a lot of people I know. Go check it out. Ask a question. Search for something. Do whatever you need to do. Is it better than Google? You tell me.
What does this mean for content and journalism? Hopefully, it's a good sign. The Google algorithm drove traffic to media sites but it also drove writers, journalists and content creators a bit batty. All of a sudden we found ourselves writing things WE WOULD NEVER SAY OR WRITE, just so Google would rank it and we could boost our pageviews, capture an email, or make an affiliate sale.
We rolled EB White over in his grave… many times over.
Is this the return of simpler, clearer more coherent writing online? I think it could be, but AI won’t be the one creating it if so.
Reading this Week
Remember when Kickstarter was a place for new brands to introduce themselves to the world and create their narratives? It was as serious a platform for fundraising as it was for marketing. Back in 2011, one concept, for a floating pool in the East River, captivated so many of us New Yorkers and seemed to show that this new storytelling/crowdfunding platform was capable of manifesting the wildest visions. The renderings were pretty much laughable (The Statue of Liberty isn't that close to Brooklyn, and there's no way a pool could stretch halfway across the East River without obstructing boat traffic), but sometimes you just need to capture imaginations to get to execution. Kickstarter has lost its luster, but now it seems like that big NYC pool might actually happen.
Solo Stove CEO out after Snoop Stunt. I hated this “giving up smoke” campaign, but I saw a ton of ad people on LinkedIn praising it when it launched. A perfect example of an influencer campaign that doesn’t make sense at all and now the CEO’s job is up in smoke.
Here's a stunty thing I did like. After it was announced Tiger Woods was leaving Nike, Top Golf "opened" up a role for him and posted a job description on LinkedIn. Cheeky. Low budget.
It’s Time to Embrace Slow Productivity (The New Yorker)
Watching
Just a particularly good use of #content and video here from The Black Keys. Tongue in cheek. Self-aware. Nice production.
Listening
Sometimes the Spotify algorithm really does work for me. Sink into this 7-minute track to see what I mean.
Follow
Are you on Instagram? I just got a new camera after shooting on my Canon 6d for over ten years. It was an indestructible workhorse and I managed to get some decent money for it thanks to the good people at MPB (highly recommend btw). Anyway, I’m shooting with a Nikon Z f now and loving it. Come over to @jgpeabody and give a follow if you’re inclined.
Content Coverage Submissions
Worked on an interesting project? Seen a good video or have a photo project to suggest? Share your favorite pieces of content here and I’ll include the best in this newsletter.
Agree, Google's quality has gone down to the point it's better using other engines or even AI tools. Giuliano Sorgini got cool tracks, thanks for the suggestion.