Ross Tavendale

MD at @type_a_media, a London #SEO agency famous for working a #4dayworkweek.

[Ross Tavendale @rtavs]

🚨4 day Work Week Job Claxon🚨

https://t.co/0Mty96NZkh

We're hiring for 4 positions from PR consultants, to social media managers to video editors. All full time, 4 day weeks. Please RT if you know someone who might be interested.

[Ross Tavendale @rtavs]

Build personas for your clients and test how each one changes common prompts or use a tool like @GumshoeAI to do it for you.

[Ross Tavendale @rtavs]

Woo! New AI reporting is coming to search console. And it’s being rolled out in the UK first 🇬🇧

https://t.co/xoEgBFD0zn

Remember there is a couple of things you should be doing to help measure the impact of AI that includes

[Ross Tavendale @rtavs]

Merge this data with the new AI sources default channel group in GA

https://t.co/A8rygbZUSB

Use the Bing Webmaster Tools AI report to get an idea of the pages being cited and the grounded queries in Copilot (and ChatGPT by association)

https://t.co/NirQxpaCqS

[Ross Tavendale @rtavs]

People that buy thoughtful gifts are bad friends: https://t.co/HKxCOWys3N

[Ross Tavendale @rtavs]

Do you have FOMO from missing @aleyda and the gang of SEO experts at the SEOFOMO London meetup this week?

Don't worry we have written up some of the best points of the evening here: https://t.co/MCzMUY4Wgw

Congrats to Aleyda on hitting 40k subscribers. Let's make it 40,001 by subscribing here if you haven't already: https://t.co/PS5i78uKnG

[Ross Tavendale @rtavs]

Aggressive!

[Ross Tavendale @rtavs]

Haha this is so true. When I worked on https://t.co/CM2OYT8Ohe about 15 years ago we just published pages and they hit page 1 like magic! 🤣

[Jacky Chou (buying online businesses up to $1m) @indexsy]

“We ranked without building any backlinks”

[Ross Tavendale @rtavs]

@ctwtn It’s funny because we’re worried about GPT search share when Yahoo (a thing we are not worried about) has higher share

[Ross Tavendale @rtavs]

A funnier observation is that Yahoo got more search share. Yahoo! From the 90s 😆

[Chris Tweten 🍁 | SaaS SEO @ctwtn]

Google got ~373x more searches than ChatGPT in 2024

[Ross Tavendale @rtavs]

@kentcdodds Give nextDNS a go. Blocks them before they hit the browser

[Ross Tavendale @rtavs]

The real immediate victim is rank trackers. It’s going to be near impossible to track this sort of SERP in any meaningful way without huge cost implications.

[Ross Tavendale @rtavs]

As SEOs there are a few ways to take this news. The immediate one is doom and gloom - our CTRs will be affected. The second one is optimism, it may usher in a golden age of content creation with more egalitarian distribution of clicks to smaller publishers.

However, we do well to remember that historically, the direction of travel has been less clicks for publishers more clicks for Google.

[Google @Google]

✨ AI Mode expands on AI Overviews with more advanced reasoning, thinking and multimodal capabilities. We're starting to roll it out to Google One AI Premium subscribers as an opt-in experiment in Labs.

Sign up for early access → https://t.co/82LFV03FAP

[Ross Tavendale @rtavs]

Some appropriate music for reading this post

https://t.co/PWmeV3lFwF

[Sundar Pichai @sundarpichai]

We’re rolling out AI Mode to Google One AI Premium subscribers today, opt in on Labs. And just like AI Overviews, AI Mode will get better with time and feedback. Get details here: https://t.co/k9qfHH83HI

[Nate Hake @natejhake]

Google's AI Overviews = theft 🚨

And Google just got smacked with a lawsuit by Chegg -- and it's utterly fantastic ⚖️

I'm a former commercial litigator turned online travel publisher -- here are my notes from reading the complaint (link in next tweet) 👇

(warning, this summary is long & took me all morning to put together -- if you're a publisher please take 10 minutes to actually read it & share it with others)

1) Chegg is represented by the Susman Godfrey firm -- which means they are not messing around. Susman has quite the reputation as savvy, hard-charging litigators

2) Importantly, the compliant is grounded in antitrust law (NOT copyright, as I initially expected). And, goodness, it's a real banger ....

3) The complaint says the "exchange of access for traffic is the fundamental bargain that has long supported the production of content for the open commercial Web." 🎯

4) It continues: "But in recent years, Google has begun to tie its participation in this bargain to another transaction to which Chegg and other publishers do not willingly consent. As a condition of indexing publisher content for search, Google now requires publishers to also supply that content for other uses that cannibalize or preempt search referrals."

5) Chegg talks not just about AI Overviews, but also references featured snippets

6) 🫶this part -- "Google’s foray into digital publishing is designed to make Google a destination, rather than a search origination point to other websites."

7) Even if Google provided a separate opt-out for AI Overviews, it wouldn't work - because Google's monopoly power creates a collective action problem

8) A lot of fantastic points about how Google unfairly leverages its monopoly power to bend the open web to Google's will

9) Paragraph 13 is chef's kiss 🫰... "Google’s conduct is already eroding incentives for Chegg and other publishers to produce such valuable and useful content. If not abated, this trajectory threatens to leave the public with an increasingly unrecognizable Internet experience, in which users never leave Google’s walled garden and receive only synthetic, error-ridden answers in response to their queries—a
once robust but now hollowed-out information ecosystem of little use and unworthy of trust."

10) Search engines are supposed to be intermediaries between users and web publishers. The complaint quotes old-school Google saying "We may be the only people in the world who can say our goal is to have people leave our website as quickly as possible."

11) Search is a uniquely important channel for publishers. Other channels of traffic like social media can never replace search, because that traffic is not intentional

12) "Put simply, Google’s search monopoly gives it control over online distribution for digital publishers. Google uses that power to force digital publishers to give up their content. Google then itself acts as a publisher, either by republishing portions of other digital publishers’ content or by using GAI to summarize the content. The end result is that users increasingly consume other web publishers’ content on Google’s SERP, either in abridged or derivative form, which starves those publishers of traffic and revenue."

13) Chegg calls Google's strategy for publishers "embrace, absorb, extinguish"

14) Next is an entire fantastic section recounting the history of "Google’s Transformation from a Search Engine to Web Publisher"

15) Google appropriated publisher's content in 2 phases. Phase I it calls the 'republishing phase.' The complaint talks about featured like featured snippets & People Also Ask

16) Hilariously, paragraph 63 includes a screenshot of Sundar Pichai's mug inside a SERP for "who is google's ceo"

16) "Google refers to Featured Snippets, Top Stories, and People Also Ask as “search features.” But they are separate and distinct products from search results. This is Google acting as an answer engine—not a search engine."

17) Republishing is not automatically bad, but the problem is that Google forces it on publishers as a condition for appearing in Search (of which it has a monopoly)

18) "The decision to opt out of republishing by disallowing snippets or withholding Search Index Data is a Hobson’s choice. "

19) Phase II of Google's strategy to dominate online publishing centers around AI Overviews ("GAI")

20) Complaint notes that the non-monopolists like OpenAI and Perplexity have been forced to do licensing deals with many publishers, whereas Google has largely avoided this cost thanks to its search monopoly

21) Complaint walks through the differences between LLM pre-training and RAG (a point I've been trying to educate publishers on for months and months)

22) Next is a recap of Google's LLM product history: Bard, SGE, Gemini & AI Overviews

23) @rustybrick commentary is cited quite a bit (see footnotes on pages 40, 41)

24) The transition to AI Overviews "all but completes Google’s evolution from a “search engine” to an “answer engine” that publishes answers to user’s queries. Its formerly symbiotic and complementary relationship with publishers has now become overwhelmingly parasitic and competitive."

25) Google's own marketing language directly admits that the purpose of featured snippets & AI Overviews is to prevent users from clicking throughs to publishers

26) Next section talks about how Google's unauthorized use of publisher content for AI training

27) "Google has been intentionally vague in identifying the precise data sets used to train the LLMs underlying Gemini and AI Overviews"

28) "Google’s Terms of Service indicate that it uses all the information that it collects for search indexing to train its LLMs, including Chegg’s data. "

29) Google announced Google-Extended in Sept 2023, but blocking it doesn't change that Google trained on your content or that Google uses it for RAG

30) Next section: Google poses a "fundamental threat" to online publishing 👏👏

31) Lots of discussion on how AI Overviews directly compete with and seek to replace online publishers

32) Oh WOW - in paragraph 121, Sussman dug up a pretty damning admission in a 2023 Google DeepMind presentation: Google admits Generative AI in search would "reduce referrals to content providers hurting their ability to monetize"

33) Lots of outside observers recognize the risk AI Overviews present to publishers. Footnotes cite @timsoulo among others

34) AI Overviews increase "zero click" searches

35) AI Overviews will cause a downward spiral in publishing quality - as the incentive to create gets less, quality degrades, and the whole web suffers

36) Google has put publishers in an awful position - by publishing content, they feed the very AI beast that is consuming publishers alive

27) Next, the complaint walks through the actual legal claims -- which, IMHO, are quite strong

28) First - "reciprocal dealing," an antitrust concept which "occurs when a firm with market power refuses to sell product X to a customer unless that customer agrees to sell (or give) product Y to it. In this case, the product Google is selling to (and threatening to withhold from) digital publishers is Search Referral Traffic."

29) Second - "monopoly maintenance." Basically argues that Google's use of AI constitutes a form of "rent extraction" on publishers.

30) Google is using AI to illegally entrench its search monopoly

31) Third - "Unjust enrichment" - which basically means Google has unfairly benefited at the expense of publishers via wrongful conduct.

32) "The value of Google’s models and AI products is directly related to the quality of the works that it acquires to train them and ground their outputs."

33) Finally - a recital of the counts:
I - Reciprocal Dealing in Violation of Section 1 of the Sherman Act
II - Reciprocal Dealing in Violation of Section 2 of the Sherman Act
III - Tortious Conduct in Violation of Section 2 of the Sherman Act
IV - Unlawful Monopoly Leveraging in Violation of Section 2 of the Sherman Act
V - Unlawful Monopolization in Violation of Section 2 of the Sherman Act
VI - Unlawful Attempted Monopolization in Violation of Section 2 of the Sherman Act
VII - Common Law Unjust Enrichment

34) Lastly, Chegg's request for relief is of course damages and attorney fees, but also for a permanent injunction preventing Google from engaging in unlawful conduct

35) Chegg demands a jury trial

***link to complaint in next tweet***

My overall takeaway?

This is a truly fantastic complaint.

The only thing I think it missed is Google's admission in a blog post in summer 2023 that robots(.)txt is not a sufficient consent mechanism in the AI age. But, other than that, they really did their homework and hammered a ton of points I've been railing about for years.

If you are a publisher - please share so others see! 👏👏👏

[Ross Tavendale @rtavs]

@aleksanderwco Be careful with iCloud syncing. If you want to stop using it, it forces you to delete the files from your hard drive.

[Andy Drinkwater @iqseo]

@rtavs Little way off right now, but I will let you know when I am ready for testing 😊 Did you have a look at the Wordpress AI detector?

https://t.co/iLSCp9bxR4

[Ross Tavendale @rtavs]

@garethaboyd TF vs IDF

[Ross Tavendale @rtavs]

@suganthan Interesting!

My main observation from SEO tools (apart from KWI 😉) is the lack of workflow. It’s just data and an interface. And that data is getting harder and harder to access outside of the platform

[Ross Tavendale @rtavs]

@iqseo I’ll be your first customer

[Ross Tavendale @rtavs]

Reflecting on the term 'enshitification' and how it applies to SEO software. 7 years ago, I started paying a popular SEO software under £300 p/m to use the service, now I pay over £1200. Using the same amount of data, same amount of users. 4x cost.

Our agency prices have increased 25% since 2017, software costs up 400%. Am I crazy or is it getting a bit ridiculous out there?