Casey Bryan

Search Marketer (#SEO #GoogleAds) at @grandcrudigital. #Wine blogger at @travelcorkscrew. Born & raised in NZ. Living in Australia. Mama of 2 humans & 2 cats.

[Casey Bryan @CaseyABryan]

@TexanMeg Yes you did 😅

[Casey Bryan @CaseyABryan]

@TexanMeg I want to see this!!

[Casey Bryan @CaseyABryan]

I don’t think I’ll ever picture @methode without a plastic chicken now.

PS: Spoiler alert, SEO is not dead, it’s far from it actually 😜

#searchcentrallive #sclsyd26

[Google Business Profile @GoogleMyBiz]

In case you missed it: Google Business Profiles now have a "Repeat" dropdown for Events & Offers. Set your weekly trivia night or happy hour once and it updates automatically on Search & Maps.

Stay active, save time, and drive visits! 🔄

Learn more here: https://t.co/NHlgig8Qo9

[Casey Bryan @CaseyABryan]

Incredibly well put @lilyraynyc 👏

[Lily Ray 😏 @lilyraynyc]

Google recently reminded everyone that "non-commodity content" is what wins in search, meaning content with a unique perspective, real E-E-A-T, and genuine lived experience. (BTW, this is an extension of what Google has been promoting in its quality guidelines for years.)

I made a half-joke the next day that many marketers' first thought would be: "How can I automate non-commodity content with AI?"

Real talk: the entire point of non-commodity content is that it requires what AI alone can't deliver: real human experience, real expertise, real mistakes, real product testing, real opinions, real emotions, etc. These are the kinds of insights that only come from actually living through something, and the valuable "human" stuff that other humans actually want to read.

Google's Search Quality Rater Guidelines made a change a couple of years back to emphasize the amount of "effort" that goes into building a page. While content creation and scaling have become dramatically easier with AI, I don't see Google's fundamental approach changing much. If anything, this leveling of the technological playing field raises the bar for what truly helpful, original content looks like.

If a piece of content can be built with a few button clicks and a 25-minute Claude session, there isn't a lot of effort or originality behind it, even with the best possible workflows and a polished-looking deliverable.

Take product review sites as an example - as this is a category where Google has become extremely strict when it comes to evaluating content quality. The better-performing product review sites actually buy the products, test them for weeks or months, take their own photos, film side-by-side comparison videos, and document genuine pros and cons from hands-on use. A single piece of content like that can take *days or even weeks* to produce. That's real expertise, real experience, and real effort, and it's exactly the stuff that AI can't replicate.

What will stand the test of time, and what I believe search engines and AI assistants will continue to promote, is the hard work being done by sites with real humans providing their opinions, their experiences, their humor and authenticity, and years of detailed expertise. The kind of evaluations only a human can do.

If there's a middle ground where AI assists the process and creates efficiencies, but the content is still truly evaluated and generated by genuine human expertise, then *that's* the happy medium worth chasing.

But my concern is that - in the spirit of AI - many companies will try to automate something that fundamentally shouldn't be automated. They'll build "non-commodity content" workflows and miss the entire point of why users prefer it.

The sites that succeed long term are the ones with real human evaluation happening throughout the process. That part can't be automated. By design, it takes time and effort. That's what makes it good content in the first place.

[Brandon Beylo @marketplunger1]

lol who did this.

[Barry Schwartz @rustybrick]

ICYMI: Google Search Console email notifications bug from yesterday https://t.co/XG2t0D600l

[Lily Ray 😏 @lilyraynyc]

Friendly reminder to be very careful taking technical SEO advice from LLMs; they will confidently make statements about how sites operate that simply aren’t true in many cases, because most LLMs can’t render JavaScript.

This includes Claude.

[Casey Bryan @CaseyABryan]

Thank you @GeminiApp for making parenting life so much easier right now 😜🐰

[Casey Bryan @CaseyABryan]

@TexanMeg Ooo added to the list, love Miles Teller!

[Casey Bryan @CaseyABryan]

@TexanMeg Ahhh bloody typo 🤦🏼‍♀️🤦🏼‍♀️🤦🏼‍♀️

[Casey Bryan @CaseyABryan]

@TexanMeg Haha thanks for the heads up 😅

[Casey Bryan @CaseyABryan]

@TexanMeg You always sleep well after sauna!

[Casey Bryan @CaseyABryan]

@TexanMeg Stop it 😅😅

[Casey Bryan @CaseyABryan]

@TexanMeg @BBCWorld Exciting! And how good does pink look on you 😍😍

[Casey Bryan @CaseyABryan]

@TexanMeg Someone from @Google 🙌🙌

[Casey Bryan @CaseyABryan]

@TexanMeg But you have an amazing outdoor shower 😉

[Casey Bryan @CaseyABryan]

Starting to get awfully frustrated with @semrush not getting back to my requests about me wanting to pay them more money to get off my legacy plan and on to a new one 🤯

[Casey Bryan @CaseyABryan]

Google's AI Mode is FINALLY in Australia. So what does this mean for Aussie business owners and your website?

Find out below in our latest blog post 👇

https://t.co/Wl6TPKp1b2