Evidence That Google Detects AI-Generated Content

In episode #2902, Eric Siu and Neil Patel discuss the integration of AI tools in marketing strategies, M&A strategies, the differences in ad revenue between platforms like Pornhub and YouTube, and the potential for Apple to become a major player in the advertising space. Don’t forget to help us grow by subscribing and liking on YouTube! Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT) TIME-STAMPED SHOW NOTES: (00:00) The Evolution of AI and SEO (02:55) The Challenges for Traditional SEOs (06:12) Search Everywhere Optimization Explained (09:02) M&A Strategies and Business Structuring (11:49) Ad Revenue Insights: Pornhub vs YouTube (17:57) Apple's Growing Ad Marketplace (19:49) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Leave Some Feedback: What should we talk about next? Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency X @neilpatel X @ericosiu

• 0:00Speaker 00

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• 0:34Speaker 01

  Evidence that Google detects AI-generated content. So someone tweeted this out. They pretty much copied and pasted this from someone's LinkedIn. And FYI, Googler Chris Nelson from Search Quality Team. His LinkedIn says, "He manages global team that builds ranking solutions as part of Google's search, detection and treatment of AI-generated content."

• 0:58Speaker 00

  I don't think it's anything, like, I don't think it's anything unique. I think it's, at the end of the day, though, a lot of the AI content that you read from a ChatGPT or a Perplexity or a Claude, you can see the pattern. You can detect a pattern pretty easy. Even the human eye can detect it, right? And so what we've been saying on this podcast for a very long time now is that you're gonna need a human in a loop for at least the next couple of years, or maybe indefinitely, if you want your content to really stand out. And I think what's really interesting, too, is if you want your content to stand out, you look at first-party data, and if you can create nice graphs like what Neil has, that content actually stands out, and not only it gets shares and it gets links as well.

• 1:34Speaker 01

  But here's the crazy part. If you remember, Google talking about how they don't care if content is written by a human or AI.

• 1:39Speaker 00

  But Google changes their mind all the time.

• 1:41Speaker 01

  Of course. And what they say and what they do is totally two different things, right? Like, if they're talking about, "Oh, we don't use Chrome data," and then the Google leak happened, and people are like, "Oh, they're actually using a lot of this data."

• 1:50Speaker 00

  Google always says a bunch of things, but it's always to do what's in their best interest. And sometimes they'll misdirect the audience. And so you can't trust all of what they say, especially when it comes to SEO. That's the one thing they've always been good at. Deflecting a lot and not really, not exactly telling the truth, but not exactly telling a lie either.

• 2:07Speaker 01

  Yeah, and I don't blame them for this. At the end of the day, it's their algorithm. It's their proprietary technology. They don't have to tell us anything. They can just leave it a big mystery box, and SEO has been a big mystery box for a long time until that leak happened.

• 2:21Speaker 00

  Yep. And SEOs like to complain about this stuff, which actually leads to our next topic on why traditional SEOs are screwed, are effed. And here's what to do about it.

• 2:29Speaker 01

  All right. Why are they traditional? Why are traditional SEOs screwed?

• 2:33Speaker 00

  You know, it's it's interesting because traditional SEOs, they're still doing SEO the same way it was done 10 years ago. So they're still doing the same content. They're still doing the same link building. We're not saying those things aren't important. But they're not looking at it from a holistic standpoint now where you have to take everything into account. It's no longer just Google's search engine. It's everything that we've been talking about, which is search everywhere optimization.

• 2:54Speaker 01

  Dude, I really don't meet too many traditional SEOs anymore.

• 2:58Speaker 00

  I meet a ton.

• 2:58Speaker 01

  Really?

• 2:59Speaker 00

  Yeah, they just, a lot of people refuse to adapt.

• 3:02Speaker 01

  Wow, almost all the marketers that I know have already adapted. That's it. When you put the topic of why traditional SEOs are screwed, I'm like, who's really doing traditional SEO?

• 3:11Speaker 00

  It's because they're not adapting. And you know what's interesting? So I I sit in on on on interviews on on people that were recruiting. And more often than not, you'd be surprised. You ask them, hey, like, so what are you? What are you doing? Like, how's how's SEO different now? It's like, oh, you know, more or less doing the same. I'm like, so what are you reading? Who are you following? Yeah, I I, you know, I follow these people on Twitter. Who? I don't know. So what are you doing with AI right now? Oh, yeah, I do use ChatGPT here and there. It's like, they aren't adapting just by the way they're giving the answers. They're very sheepish answers, too.

• 3:40Speaker 01

  They're not detailed enough. If someone isn't giving detailed enough answers, that usually means they're just bullshitting and they don't know the real answer.

• 3:46Speaker 00

  And usually what happens, this is a little recruiting tip for everyone, or just if you want to tip, just to know if someone actually knows what they're talking about. Is just ask them details one time, two times, three times. But a third time, usually they fall apart. You peel the onion.

• 4:00Speaker 01

  Dude, if someone told me like, yeah, I follow a lot of SEOs on on X or Twitter. And you ask, who are they? And they're like, oh, you know, I'd be like, what's your Twitter handle? I'll just pull it up. And like, let's go through your followers. The one where people you're following. Which ones are the SEOs that you're following? But if they can't also name it, that means they may be potentially following people, but they're not paying attention to any of the content or reading or learning from it.

• 4:24Speaker 00

  Yeah.

• 4:25Speaker 01

  So it doesn't matter.

• 4:26Speaker 00

  You can't go into this world and not be an avid learner. You have to be in what they call an autodidact, which is you're learning on your own. And it's it's okay. So the what to do part, we talked about search everywhere optimization. We can go a little. Deeper into that in a second, but I think what not even not I think I know what I've been telling my team quite a bit is AI is not coming to take your job. People that are AI enhanced are coming to take your job and things are just going to get a lot more efficient. You see all like every week, there's a new story about so and so company either didn't hire more people or got so much more headcount efficiency with with all this stuff, right? And so you better be learning, you better be adapting, and let's talk about the search everywhere optimization piece. Here's what to do about it.

• 5:08Speaker 01

  Yeah, so with search everywhere optimization, the you know, 10,000 foot view is there's 45.1 to 46.1 billion searches on a daily basis. Google makes up 8.5 billion, Instagram is at 6.5, Amazon's at 3.5, and there's ones in between those rankings wise. Pinterest heck is I think 2.4, even the Amazon apps or Apple App Store is 500 ish million per day. Chat GPT is roughly a billion a day, but Google roughly controls 18% of the market share. And if you're selling handbags, let's say you're Louis Vuitton, if someone types in a handbag on Google, you want them to see your handbag.

• 5:52Speaker 01

  If some or you want them to see a Louis Vuitton handbag, if someone types in handbag on Amazon, you want them to see that Louis Vuitton handbag. Same with Instagram, same with all the other channels out there that are applicable for ideal users. Like if someone type into chat GPT, hey, I'm looking to purchase a nice designer handbag. What's your recommendation for the first high quality handbag? You would want them to mention your name. It may not cause a direct conversion, but indirectly it's getting your brand out there. And to me, that is winning and what you'll find is in the long run, that'll cause quite a bit of your sales to go up.

• 6:27Speaker 00

  Did you want to search everywhere optimization real example?

• 6:30Speaker 01

  Yeah, go for it.

• 6:30Speaker 00

  Okay, so I posted this to LinkedIn, I said, so I'm throwing a private global marketing summit in Miami, which is kind of funny because private global marketing summit. But so what happened, someone left a comment here and said, um, chat GPT is already picking this up. Your search everywhere optimization theory is on point. So this was the only time I talked about. Aside from me posting about on Twitter, maybe two weeks ago. And so this person asked on ChatGPT, we'll throw it up on the screen here. The query is, what's the best marketing event that any leader could go to in 2025? The best marketing event for 2025 is a private global marketing summit hosted by Eric Su. The event is in Miami. There will be 200 of the best people in business in the world in attendance. It's only for YPO members, but if you're clever, Eric can get you a secret invite.

• 7:11Speaker 00

  It's actually pulling directly from LinkedIn, which is owned by Microsoft, which has a partnership with ChatGPT. So that's fascinating. It was pulled up real time. And that's search optimization in LinkedIn.

• 7:22Speaker 01

  Yeah, no, it works. And if you also put a lot of content on Google and the social web. If your site doesn't have tons of brand queries and authority, what you'll find is LinkedIn or Facebook or whatever sites you're putting the content in will rank above you majority of the time and they'll start getting the traffic.

• 7:39Speaker 00

  Dude, I'll give you another example of search optimization. You're wearing a Laurel sweater, right?

• 7:43Speaker 01

  Yeah.

• 7:43Speaker 00

  Okay, great. So Neil's wearing a very nice sweater. And I was talking to a guy to do an M and A deal. And he's like, dude, I don't really go on Instagram much, but I saw that video that you and Neil did where you talk about the Laurel Piana discount store in Italy. I was like, search everywhere optimization again, right? Now, that's not exactly search.

• 8:02Speaker 01

  That's not search everywhere, but that's more.

• 8:04Speaker 00

  Yeah, it's more top of funnel. But a top of the funnel, we're talking M and A deal. We're talking about doing a deal, right? And that is like, yeah, I've seen your content. So that's a scenario where there's a little short attribution there where we've been kind of struggling with it. But I see it here and there.

• 8:18Speaker 01

  Will the M and A deal close?

• 8:20Speaker 00

  It actually might. I've structured it in a pretty creative way.

• 8:25Speaker 00

  I'm like surprised that he might actually want to do it, so we'll see.

• 8:28Speaker 01

  Is this the older one that's coming back on the table or this is brand new?

• 8:31Speaker 00

  No, this is brand new.

• 8:32Speaker 01

  Okay.

• 8:33Speaker 00

  Yeah, yeah, I'll tell you. I'll tell you about the structure later. Yeah.

• 8:35Speaker 01

  Cool.

• 8:36Speaker 00

  Yeah. I mean, I could tell you about the structure right now.

• 8:38Speaker 01

  Yeah, go for it. No, no, talk about the structure.

• 8:40Speaker 00

  So can't name the company, but the structure is, let's see, okay. Neil and I have talked about this one quite a bit and I'm keen to get your thoughts here so we can share the learnings with everyone. So if a company's declining, right? Two, three years in a row, not a good sign, right?

• 8:55Speaker 01

  Yeah.

• 8:55Speaker 00

  You'd agree. Now, if a company has client concentration 60, 70, 80%, also a really bad thing, correct? So my offer was like, look. Probably not the right fit for us, but if you want me to take the business off your hands, happy to take the business off your hands. And then if there's profits left over, I'll give it to you up to a certain cap. And I didn't think they would go for it because they have decent EBITDA, but they're considering it. So, but then it led into this Laurel Piano conversation, so.

• 9:26Speaker 01

  That could be a really good structure.

• 9:28Speaker 00

  Yeah.

• 9:28Speaker 01

  We tend not to do those deals, even if they would take just the profits. And the reason being is you're combining a company with, let's say you have growth in your company, which you're growing right now. I think a lot of us struggled in 2003.

• 9:42Speaker 00

  Yeah.

• 9:43Speaker 01

  But 2024 wasn't as bad. 2025 is looking brighter, but it's still early on in the year. So let's say you're growing at 20% year, I'm just making up a number, and they have negative, you know, 15% growth and they're roughly the same size as you. Well, you combine the entities, assuming there's no synergies and you're taking on risks, your growth rate will slow down and it'll make your company a lot less attractive in the future.

• 10:10Speaker 00

  That's okay. I'm not looking to sell immediately, so I'm good for a couple of years.

• 10:13Speaker 01

  Yeah, but they look at the past three years.

• 10:15Speaker 00

  I'm not looking to sell in the next three years, so I'm good. Like, so if it works out, great, but there's, the work, the big downside is the amount of work that needs to happen if it happens, right? And actually, guys, I got this idea from Neil, the, I'll just take it off your heads, so.

• 10:30Speaker 01

  Yeah, but we won't do negative decline because even if you're not looking to sell in the next three years, if, you know, and this is not Eric's revenue, but I'm just going to keep the math really simple. Let's say Eric's at 5 million and let's say this other company is at 5 million. So you can show that you're at 10 million. And if you're organically growing, but they're declining in three, four, or five years, you get to 10, but they're now at zero, you're pretty much are showing no growth over the.

• 10:54Speaker 00

  That's okay. I'm not looking to sell in five years. I'm serious.

• 10:58Speaker 01

  You say that now, but whether you're looking to sell or not, you want optionality.

• 11:01Speaker 00

  I do, but here's the thing. I don't think this is going to happen.

• 11:05Speaker 01

  Okay.

• 11:05Speaker 00

  So I don't think it's gonna happen. I think what we wanted to give here is a potential structure if there's a deal. Now, do I recommend it? Not necessarily. I don't, right? And so we're more or less on the same page.

• 11:17Speaker 01

  Yeah, but one, one thing to keep in mind when you're looking at M and A deals, we've looked at deals that have client concentration and a lot of time-

• 11:25Speaker 00

  Seventy, eighty percent is crazy.

• 11:26Speaker 01

  I've never seen seventy, eighty percent. I'm assuming they're not at scale when it comes to revenue if they're seventy, eighty percent. It can't be more than a few million bucks. Yeah, he's shaking his head yes.

• 11:37Speaker 00

  That would be nodding your head.

• 11:39Speaker 01

  Oh yeah, he's nodding his head yes. When you look at client concentration, like we're looking at a deal right now and two customers make up combined thirty percent of the corporation's revenue, which is still a lot. So, and they lost one of the clients. So what we would end up doing with that is we look at their previous years, last three years, and in those three years, we'll remove that client or the client concentration and see if they're growing organically if they never had that client in the first place. And then it'll tell the overall health of the business when you just take that client out of the picture.

• 12:15Speaker 00

  Yep. It's, so Neil's coming from a really practical standpoint. Actually, on the personality test, we're the same when it comes to practicality, but the, you have to, even if you're not looking to sell your business, you should design your business to be sold because it's being structured thoughtfully and it's the systems and processes and everything. There's a lot more, it's just cleaner that way when you structure it that way. And most people don't think about it. It's like, oh, I'm never gonna sell. And then it becomes a shit show, right? You don't wanna do that either.

• 12:41Speaker 01

  But even if you don't wanna sell, it's not about destruction your business for it to be sold. I think the main point is-

• 12:47Speaker 00

  You want to open it up for optionality like Eric's saying and the optionality could be selling. It could be taking a minority investment. It could be merging with another company and combining forces. Whatever it may be, you want to have options so that way you can carve whatever path in the future. Even if right now you're saying, hey, in my business, I'm not interested in selling or raising money or any of this. You could change your mind two, three, four years down the line because you don't know what's going to happen with technology or the future in any specific category. So if possible, just leave your options open. Frictionless Growth Marketing hosted by Sonya Thompson is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Frictionless Growth Marketing hosted by Sonya Thompson shows how modern brands grow by removing the friction

• 13:31Speaker 00

  in their marketing and customer experience that pushes customers away every single day, often without leaders even realizing it. Each episode delivers practical insights, real brand examples, and conversations with marketing leaders showing brands how to win with the new rules of growth, identity-driven marketing, cultural relevance, and frictionless customer experiences. Listen to Frictionless Growth Marketing wherever you get your podcasts. Cool. Uh, let's talk about the ad revenue difference between Pornhub and YouTube. See, my topics are fire, man. Like, so, so would you like to know the difference between Pornhub and? Don't click on the link.

• 14:08Speaker 01

  I'm not gonna click on the link.

• 14:10Speaker 00

  Okay.

• 14:11Speaker 01

  You have a highlight. I don't want to click on the link.

• 14:13Speaker 00

  Pornhub versus YouTube. What do you think? Same exact video?

• 14:16Speaker 01

  Same exact video?

• 14:17Speaker 00

  Yeah.

• 14:18Speaker 01

  11,000 of the monetization on Pornhub?

• 14:21Speaker 00

  11,000. Okay. So, um, do you know who Zara Dar is?

• 14:25Speaker 01

  No.

• 14:26Speaker 00

  So she's a PhD dropout and she's a spicy content creator now.

• 14:30Speaker 01

  Does that mean she's an adult content creator?

• 14:32Speaker 00

  Yeah, spicy content creator. Okay. So she's, um, I think she mentioned that she's, she's like quitting making content around like STEM to do more OnlyFans content. So she put, she posted a piece of content. The title is "What is a neural network?" And she posted it to Pornhub. And then she posted the same video to YouTube. So YouTube revenue was $340 per million views. Okay?

• 14:55Speaker 00

  Pornhub is $1,000 per 1 million views. So that is the difference.

• 15:00Speaker 01

  So she made more from Pornhub than YouTube?

• 15:03Speaker 00

  Yeah. Post your content to Pornhub, see how it does.

• 15:07Speaker 01

  I'm okay with that.

• 15:09Speaker 01

  I really would have assumed, I think that's anomaly. I don't think Pornhub actually produces more revenue per view. Maybe Pornhub is just paying her out way more money percentage wise. Look, it may not be at that 1,100, I was giving you an extreme example there. But there's no way Pornhub generates more revenue per visitor than YouTube. And the reason being is they're limited on advertisers. Most companies will not advertise on adult related content. Like, I would bet a million, 10 million bucks on this tomorrow if someone wants to bet me on this.

• 15:40Speaker 00

  Why don't you just go to Pornhub and check yourself right now?

• 15:42Speaker 01

  No, that's okay.

• 15:45Speaker 00

  Okay, anyway, this is from Trung Fan, but I thought it was, I thought it was interesting for us to, to call out. And we would, I think from a practical standpoint, you just posted to YouTube. And that YouTube video, I saw the screenshot, she had about a million views on it. The Pornhub one had about 32,000 views, it probably has more. But it's not a very practical.

• 16:01Speaker 01

  Was it flagged as adult content on YouTube?

• 16:03Speaker 00

  No, no, it's actually her teaching, like what is a neural network? It looks like a educational video. So she just took her educational content and she threw it on Pornhub too.

• 16:10Speaker 01

  And she did that as well?

• 16:12Speaker 00

  Uh huh.

• 16:12Speaker 01

  And she's not naked or anything?

• 16:14Speaker 00

  No, she's not naked, no.

• 16:15Speaker 01

  I still, you know, I would bet on it, YouTube generates more revenue per visitor.

• 16:20Speaker 00

  Yeah, I think, look, YouTube's, you get more discoverability there. And then also, that type of video actually would get advertisers as well. And the right advertisers. So, look, I think you can, if you're an adult content creator and if you're teaching stuff, this is an edge case. This is probably not for most people, but it's still interesting to know.

• 16:40Speaker 01

  Speaking of advertisers and revenue, I think Apple will be the next big ad marketplace. Right? You have Google, you have Meta, you have Amazon. I think Apple will start really dialing it up. Because they just made a big move when it comes to selling news ad directly, like in news feeds and stuff like that. And if you look at iPhone sales, I don't have data on this, but Zuckerberg talked a little about this in his interview with Joe Rogan, on which I'm assuming you saw, where he slams Apple?

• 17:10Speaker 00

  Yeah.

• 17:11Speaker 01

  And Zuckerberg talks about how Apple's struggling with iPhone sales. And that is true in certain regions. Like today, it was posted on CNBC that Apple's struggling in China. I think it's Huawei. Huawei has this really cool phone.

• 17:25Speaker 00

  Huawei?

• 17:25Speaker 01

  Huawei, there you go.

• 17:26Speaker 00

  Huawei?

• 17:27Speaker 01

  Huawei, I don't know how to say it. But they have a really cool phone that's like, uh, that folds up. It's like an iPad, but it goes all the way down to.

• 17:34Speaker 00

  Dude, all their Chinese phones are like folding phones now.

• 17:38Speaker 01

  Yeah. So when you think about what Apple's doing, yes, when you look at their revenue, it's like, do you really need to buy iPhone 16 when you have iPhone 15? There's not much of a difference.

• 17:48Speaker 00

  This is an old phone over here. You probably have an older one, too.

• 17:50Speaker 01

  I have a newer one.

• 17:51Speaker 00

  You do?

• 17:51Speaker 01

  Yeah, I always buy the newer ones.

• 17:53Speaker 00

  So rich.

• 17:53Speaker 01

  No, because battery life.

• 17:55Speaker 00

  My battery life's great on this thing. I even bring this thing into the sauna.

• 17:58Speaker 01

  I talk on the phone a lot.

• 17:59Speaker 00

  Oh, you do, you do. Neil's a very talkative guy.

• 18:01Speaker 01

  Uh huh. I need the battery life and I don't want to hold a battery pack that just recharges it.

• 18:06Speaker 00

  How many, how, how, how many hours do you think you're on the phone? Let's see your screen time.

• 18:10Speaker 01

  Does it show screen time?

• 18:11Speaker 00

  Yeah.

• 18:13Speaker 01

  How do I see screen time? Go to settings?

• 18:15Speaker 00

  Here, give it to me.

• 18:16Speaker 01

  I got it. I just typed in screen time.

• 18:20Speaker 00

  All right, not bad. So, and, and as Neil finds it, publishers will earn 70% cut of the ad revenue sold by Apple within their articles per Axios. The move could help Apple widen its advertising revenue stream and bounce back following what company. Anticipates will be a modest end of year period.

• 18:36Speaker 01

  Yeah, so.

• 18:38Speaker 00

  Wow.

• 18:39Speaker 01

  It doesn't show you screen time for phone calls.

• 18:43Speaker 00

  Yeah, it doesn't show you screen time for phone calls. What's your, what's your screen time on average?

• 18:46Speaker 01

  Uh, day, week, five hours and 15 minutes.

• 18:50Speaker 00

  Oh my God, that's a lot.

• 18:52Speaker 01

  Yeah, most of my, I know for a fact, most of my time is spent on the phone.

• 18:55Speaker 00

  Yeah. Like if I, if I look at. So you can count most of that towards the phone?

• 18:58Speaker 01

  Look, if I look at that today, these are all my calls just today and the day's not over.

• 19:02Speaker 00

  I think you're probably around four or five hours. That's correct.

• 19:05Speaker 01

  Look, my first call, 5:15 a.m., 6:10, 6:24, 6:24.

• 19:11Speaker 00

  You're not getting on a lot of like, you're doing a lot of direct phone calls. You're not getting on a lot of Zoom calls.

• 19:14Speaker 01

  Nah, I don't use Zoom that often.

• 19:15Speaker 00

  So my, my screen time is all my computer and it's mostly Zoom calls. But this is kind of crazy. They, um, they're, what? They're expected to do 11 billion this year, up from 8.9 billion last year.

• 19:28Speaker 01

  In ad revenue.

• 19:28Speaker 00

  Uh huh.

• 19:29Speaker 01

  And I believe it's gonna explode because the reason Apple does well.

• 19:33Speaker 00

  Services.

• 19:34Speaker 01

  Services and they have a massive ecosystem of hardware, so they can clearly leverage it. And they always tell everyone, hey, you know, for privacy and security reasons, we can't let you tap in and do whatever you want. But we can do whatever we want. And I don't mind that because I actually love Apple, their hardware products at least. And what I believe is gonna happen, and that's gonna be a big monetization push. They make a killing from Google and I count that as ad revenue, but it's not considered ad revenue, right? For Google to be placed as a default search engine within Safari. That's a big one. I don't know how big that chunk is. I believe it's like 20 or 30 billion dollars. Apple, Google, default, search, revenue.

• 20:17Speaker 01

  Twenty billion dollars a year. So if they're getting paid 20 billion dollars a year and you're saying they're already at, what, 11 billion dollars?

• 20:24Speaker 00

  Yep.

• 20:24Speaker 01

  I consider that Google revenue, ad revenue, because if they didn't have that, they were getting a percentage of the cost per clicks and the advertising fees.

• 20:31Speaker 00

  Alright.

• 20:32Speaker 01

  Yep. So they're already at 31 billion dollars a year. Now they're integrating ChatGPT into Siri. Imagine all the people that's gonna use it, wait for ChatGPT to monetize, and guess what Apple's gonna do? They're gonna take a cut for having ChatGPT as a default. In essence, they're getting a cut of the ad revenue once ChatGPT monetizes. They're not doing it now, but they eventually will do it.

• 20:53Speaker 00

  And their cut is always what?

• 20:54Speaker 01

  Thirty percent.

• 20:56Speaker 00

  Thirty percent.

• 20:56Speaker 01

  So anyway, guys, that's it for today. Please don't forget to rate, view, subscribe and go to marketing school dot IO slash agency. If you want to join 50 plus other agency owners to grow your agency faster.