How ChatGPT is Killing Google – And What You Can Do About It

0:00 What's up, creators? This is Create, with me, the JumpCutKing. Today we're decoding three acronyms that reshape your traffic and your workflows: RAG, AEO and GEO. No, I'm not talking about planetary alignment. Sometimes called AI engine optimization. In plain English, that's how AI finds your content, how it uses it to ask people's questions, and how you can show up inside those answers, not just as a blue link.

1:04 cite and surface you in their responses. It's not replacing SEO, it's kind of right along next to it, aiming at AI answering experiences rather than just link lists. Based off current trends, SEO and AEO are kind of very important, but soon, and very soon, probably within the next year, you're going to see it becoming less and less and less important, because more people like to ask questions organically as opposed to Google things.

2:09 to traditional results on informational queries. That's great for users, but it's tougher for publishers. Before, you could get people to your site by altering keywords, altering meta tags, altering information so that you appear better in search results. But now AI and LLMs are replacing the need for people to Google for everything. In fact, I wouldn't be surprised if the Google search engine keeps changing and eventually is replaced by a complete chatbot. And I say this because they've already implemented artificial intelligence in their response queries with the hope of gaining your attention, so that Google is a replacement for those ChatGPT bots. But to be honest, Google itself is almost feeling archaic in this artificial intelligence world, and I say that meaning with all the love I have for Google and Google Enterprise, but it seems like they're losing, uh, views and traffic to Google, and so they're

3:12 raising their products' prices across other services, like Google Enterprise customers. They raised my price three times in the past six to eight months, and if you ask me, that's a telltale sign that something on Google is not doing well. The best way to get into an AI chatbot is to have it pull up your website as a cited source.

4:21 classic RAG. It doesn't just guess, it retrieves insights within your enterprise content. For small teams, that's a blueprint: organize your data, then let AI retrieve the right pieces so your answers stay on brand and are correct.

5:29 "Hey, please don't track this user," and the server is like, "Well, I don't care about your request, I can ignore it completely, not read it, or worse, be nefarious." No one exists, and choose not to use it, which many bots, even, um, bots built in Python, bots built in various programming languages, can be designed to just ignore robots.txt. And even some libraries are fair enough where they built robots.txt in there, there are still ways to get around that.

6:33 that means clear, structured sources where the content people can trust and machines can parse. The terminology is still evolving, but the practices are converging: direct answers, solid sourcing and clean structure. That's how AI is currently designed chatbots to source information.

7:35 website, but it will stop them from surfacing your content, using documented user agents like GPTBot, OpenAI or Perplexity bots. They're going to go and scroll and get information from you. There's ongoing controversy about compliance, so weigh the benefits versus risk for your current business model. Like, I had to disable enterprise Google AI from all of our documents.

8:36 Add correct structured data. Okay, so this is what we're going to talk about. We're going to talk about schema.org. These are these additional information that you can provide inside your website, like through a meta tags, a series of them, or through a special new object called a JSON object. Now, officially the JSON object is embedded script, um, if you use my platform, I actually have a JSON object that is read by the, um, HTML5 parser, both client and server. Schema.org, now this is very interesting, okay?

9:40 creates the object schema because it's complicated, and then I want to lift it off of you. In fact, the entire purpose behind my framework is that there's something crazy and complicated, I'm gonna lift it off of you and make it easier for you to run your business, upload your website, and be able to create trust and brand trust with your customers, yeah, with the hopes of creating loyal customers. This makes your page machine readable using schema.org, so your page becomes readable to these machines for both search and AI features. Google has reduced visibility for some rich results like FAQ, how-to. Quality and relevance matter.

10:41 study that was made public, and that was conducted, and it proved that LLMs, large language models, are not trained to understand schema.org content. They're not. And unless the specific Python algorithms and Python functions that run RAG are configured to read schema.org, which they might be for ChatGPT's new checkout experience, but the reality is schema.org is being ignored by AI. And as a developer, I'm like, this is stupid. So if I had a catalog of information, I'd want to read it from a database, like a database object like schema.org, and be able to share it in your customized interface, and that you'd be able to make purchases, see answers to questions, etc. That's really, really cool, and schema.org is a really, really cool solution to a long-standing problem before AI, where you couldn't get search engines to understand

11:43 the content perfectly. And Google Marketplace released, and they use schema.org, and they've been working with publishers and stores to be able to get lots of product and content in there to create a seamless experience within Google, you know, to kind of compete with Amazon without competing with Amazon. Instead of having warehouses, they have a Google Marketplace, because people would often search for products, and so it's a kind of a better experience.

12:43 what might come next, what might come before, and that's how it's kind of programmed. And there's other ways to program that model, but train it, if you will, and they produce a bunch of a solid LLM file that has all the weights and estimates when a word will proceed another, and that kind of thing. That's how LLM works. It's just a very advanced pattern recognition, for lack of a better word. It does not recognize, uh, it will output JSON. You can provide JSON to it, but in a page, it's not going to scrape the metadata as fluidly as we'd like. It can probably be configured through RAG to read these particular objects, but according to these studies, there is no proof that it helps. So it helps SEO with Google, and then that's debatable nowadays, especially if you're Google Marketplace. You want to be in Google Marketplace, you have to have schema object support. However, with AI starting to surpass search engine

13:47 results, what I said yesterday is probably inaccurate. Now, I did some research. People sent me some, uh, text messages and sent me some DMs, and they're like, "Hey, did you know about this? Did you know about this?" You know, this is, you know, a lot of marketing companies tell you you need to get schema object. I originally didn't, but I had a client that really wanted to integrate into Google Marketplace, and so I had to create a whole swath of code, a whole lot of hours, 20-plus hours, trying to conform the page to output the metadata. Luckily, I had already conformed their product data in database in a readable format, but there are some weird things that object schema does, and it's really much more complicated than it really should be, because it tries not to assume anything, but yet products have a very defined structure, and even, you know, uh, discounts and all those kinds of things are very complicated within, uh, the JSON that's outputted. And I chose to use the JSON because the meta tags were just

14:50 it'd be an infinite amount of meta tags, and I didn't like that. Now, that being said, you know, we support Open Graph, we support, you know, schema.org objects now, but AI isn't going to care. It's not. And even though Shopify says they kind of create some of these themselves, then you have all of this, you know, needing to know product codes, [inaudible], and you need to connect with your vendor to get their ID for the particular product so you're not claimed as fraud. And all of this work that companies are doing, and, you know, market companies are charging clients lots and lots of money for this, it's starting to feel like schema.org objects are great in theory. It's like the hope that we're going to solve this solution, but the theory is, you know, we're going to be able to provide information for machines to be able to produce better experiences, but with AI, that's not how AI is trained, and frankly, it's trained more on natural human, uh, written word than it is on machine code, and even though there are great, you know,

15:55 Copilot components. There's no evidence that supporting schema.org helps your AEO and GEO. It does help your SEO, but if it becomes too, um, time consuming, my recommendation would be support Google Marketplace while it still exists, and everything else, it may not be important.

16:57 sites citing your work, providing links and backlinks, all this stuff will help AI and Google figure that your content is trustworthy and will help it appear in more citations.

18:03 from that. And I can say, as someone who's used it, it takes some time to process larger websites that are kind of, you know, synchronous based drawing. So making some changes in the back end to help speed up that response time does help, because I want to pull the text that's visible to the user, just like Google does. In fact, Google uses a version of Chromium, slash, I'm not technically Puppeteer, but a version of Chromium to actually scroll your website, so they know exactly what's visible to the user, and you can't hide anything. And the same thing is true about AI, although you can just write a simple Python script that does wget, and you know, pulls, uh, information from your website, and just pulls the HTML file, and it can read it that way. Because of the amount of fraud, spam and all that kind of stuff that people can throw into bots, most of them are going to use a Chromium instance. It's going to be lightweight, but it's still going to load all the resources to see what text is displayed to the user. It also helps when you're using JavaScript, uh, displaying libraries, which I never recommend. I know there's a portions of

19:07 Universe code where if you're doing dynamic content, that's all loaded through, uh, JavaScript and fetch calls, as opposed to, there are a lot of frameworks out there that will just use JavaScript everywhere and anywhere, and page content will be all generated for JavaScript. I don't recommend you use those libraries, because a user and a chatbot are going to want that information immediately to be able to begin processing it, or frankly, they'll just move on.

20:13 relevant chunks for user question, and it generates the answer that cites those chunks. That's it. Frameworks like LangChain and LlamaIndex make this friendly for Python and JavaScript developers. That's how RAG works. It's chunks and embedded in one minute. So you split content, it splits content into sensible chunks with a small overlap. Think sentences, sections, not random slices. Then creates embeddings, numeric fingerprints the database can search. Different models have different dimensions. OpenAI's text-embedding-3-large uses 3072-dim vectors. To make chunk size and overlap, test what achieves best for your data. Again, it's going to look for what's going to respond to a question, it's going to process it, and it's not going to process the entire page as it, we've just heard, RAG is actually just processing chunks of a page. And so you have to think of the entire page as a great experience for the user, and chunks

21:16 of a page as a great experience for your bot. Make some changes to the marketing terms you use. Don't use too much fluff. Make it very human readable, relatable. Answer questions in your content, and you'll show up more in GEO.

22:18 internet retrieval beats generic web knowledge when accuracy matters. Even small teams on WordPress or Notion can mimic this: clean your docs, tag them, index them, and retrieve before you generate.

23:22 was locked. I don't think energy drinks were locked, so that was good, but everything was. I don't like that. Deterred me from buying something. That's, I'd rather buy from Amazon than have to wait for someone who didn't exist. There's like one person on the floor, wait for someone to come in, unlock a door, and give me my product. That's the same experience. You don't want users to feel like they have to log in, they have to do something extra to receive content that should be instant, because that was at the back button, or let us close the window and go back to AI and ask AI. Cited sources are helpful, although I will admit I don't often click on them, but sometimes I do, to verify research and things of that nature. So it's face, websites are changing. It's no longer an easy button to take visitors to your website. They have to have a reason to be there, and in some cases they have to know your website exists, so you have to work on external marketing resources.

24:25 not available for you yet. We'll be sent. Answer-first pages: start key pages with a two-to-four sentence direct answer and expand, cite at least one primary source. This helps both AI and users. Add schema and sitemap support, okay? Ensure products, articles, local business schema is valid, and that sitemap.xml is live. Yoast sitemaps can help on WordPress, Squarespace's auto generators. And speed tune-ups, CWV. We had a whole podcast about this. Biggest thing: compress images, lazy load, that's asynchronous loading, and streamline heavy plugins. Aim for good in Search Console's Core Web Vitals report. If you're using WordPress and you have a lot of plugins and a lot of database, you can cache and reduce the amount of time it takes to do that, what's called the Contentful Paint metric. Now the problem with that is WordPress generally has a lot of flaws in the speed, so you're going to have a lot of requirements

25:26 to just, it's going to take a lot if you have a lot of plugins to try to make that website sing. But once you have it fast, it'll start appearing more in SEO, it'll be higher ranked, and AI will begin to notice. If you want citations from ChatGPT, Perplexity, consider allowing their bots. If not, block specific user agents. If you're a publisher and it's custom content, block it and revisit as policies evolve. Create a source page that houses your definitions, stats and frequently asked questions, internally linked and referenced, becomes very quotable in AI context. Google's AI features page confirms it uses a variety of signals. Clear structure on your pages helps.

26:31 helps users and aligns with your policy and Google's. AEO and GEO: make your pages answer-ready so AI cites you. Answer-first content, add schemas, sitemap, EAT signals we talked about earlier, strong performance, smart bot policy, and if you want your own Copilot, simple RAG with LangChain, LlamaIndex.

27:31 been investing in AEO, and you're starting to create new brands or create updates, it might be time to start considering on shifting your focus to how content is written, then spending hours metadata and keyword analysis. More relevant content to the user is better for both SEO and AEO, but generally speaking, what's going to matter is getting that content out there, building that strategy. I always say this: don't rely on someone else's system. It can change, it can break. When you're dependent on someone else's system in a code environment, you could update and crash your software and have to recode a bunch of things. It's the same thing, your business. If you're dependent on artificial intelligence and search engine optimization and social media, interest media, and you're dependent on all these external sources to bring visitors in, you're going to find that it's, if it breaks, if technology changes, if the face of AI changes, there's a lawsuit and something changes, you're going to have a leaky boat that is sinking,

28:32 and the best thing for you to do is to have a marketing strategy that doesn't rely on these components. I hope this helps. I know it's been a lot of terminology, and I've read prompter, so it wasn't as organic as my other conversations, but the important piece for you to know with RAG, AEO, GEO and SEO is that time for investing in them is changing. You may not want to invest money into developers and marketing agencies that tout, "We can get SEO, AEO and GEO working for you," and you spend all this money and realize you get no results. And here's the reality: AI is generating responses to users, and users are now being programmed to read those responses, and they're not going to go clicking on citations, they're not going to go clicking products. And this is just based off of internal testing conducted by my company. We don't see users clicking on those sites. And when it goes to using google.com, which I still use google.com heavily, and people in, you know, my generation will, but we're talking about

29:35 five, ten years, you know, the people that are going to start buying more products and start purchasing your services are going to have to find you through some other method, because AEO and GEO, you know, all of this artificial intelligence is going to shift how visitors get to your website. And if you don't make that change now, you don't make that shift now to allow alternate pathways, you're going to be breaking your business, and you'll be breaking your business model, and I don't want you to break a business or business model. I want you to succeed. So invest in the right areas. Invest in the content. Invest in brand loyalty. Invest in traditional marketing methods that are above and beyond all of this frill stuff. You will not believe the amount of money people have to invest into digital advertising, uh, Facebook, institute, social media advertising, all that's popular right now. How much do they have to invest into it to just get a little bit of return on their investment? You wouldn't believe it. You wouldn't believe it. That will be the next podcast. I'm the Jump Cut King.

30:35 I pray that in everything you do, God's peace be with you, and that he directs your steps, and he gives you wisdom to know where to invest and what to do, and where to spend your resources, and understanding on where not to, and be pull back and do focus excellence in certain areas, and pull back from certain things that are expiring, and being able to know when the seasons are shifting. I pray that for you right now, that you're able to understand when the seasons are shifting, and being able to jump on the right banner wagon, because all business is risk. With the Holy Spirit, you have no risk at all. Those, he is the Alpha and the Omega, at the beginning and the end. I pray this over you in Jesus' mighty name. Compass you