{"id":605685,"date":"2024-01-22T17:00:00","date_gmt":"2024-01-22T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/the-great-seo-heist-the-untold-story\/"},"modified":"2024-01-22T17:00:00","modified_gmt":"2024-01-22T14:00:00","slug":"the-great-seo-heist-the-untold-story","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/","title":{"rendered":"#The great SEO heist: The untold story"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3bf068ef991\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3bf068ef991\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Beyond_this_viral_SEO_story_lies_difficult_questions_about_information_ownership_in_the_age_of_AI_Heres_what_SEOs_can_take_away_from_it\" >Beyond this viral SEO story lies difficult questions about information ownership in the age of AI. Here\u2019s what SEOs can take away from it.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#SEO_robbery_in_broad_daylight\" >SEO robbery in broad daylight<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#%E2%80%98Its_my_ball_and_Ill_take_it_home_if_you_dont_do_as_I_say%E2%80%A6\" >\u2018It\u2019s my ball, and I\u2019ll take it home if you don\u2019t do as I say\u2026\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#OpenAI_lawsuits_and_information\" >OpenAI, lawsuits and information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Information_wants_to_be_free\" >Information wants to be free<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Information_is_now_a_commodity\" >Information is now a commodity\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Marketing_effectiveness_must_come_first\" >Marketing effectiveness must come first<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Knowing_is_obsolete\" >Knowing is obsolete<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Faster_information_gain_faster_action\" >Faster information gain, faster action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/the-great-seo-heist-the-untold-story\/#Brand_is_the_future_of_search\" >Brand is the future of search<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Beyond_this_viral_SEO_story_lies_difficult_questions_about_information_ownership_in_the_age_of_AI_Heres_what_SEOs_can_take_away_from_it\"><\/span>Beyond this viral SEO story lies difficult questions about information ownership in the age of AI. Here\u2019s what SEOs can take away from it. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nIt\u2019s been a few months since the great SEO heist went viral online.<\/p>\n<p>You\u2019ve probably heard all about it already.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>But what you need to learn is the untold story.\u00a0<\/p>\n<p>Because that changes everything.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-seo-robbery-in-broad-daylight\"><span class=\"ez-toc-section\" id=\"SEO_robbery_in_broad_daylight\"><\/span>SEO robbery in broad daylight<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019m not going over old ground here, but in case you missed it, here are the details.<\/p>\n<ul>\n<li>An SEO copied a sitemap.<\/li>\n<li>He then used his AI content tool to recreate thousands of pages of copy.<\/li>\n<li>He gained over a million monthly visitors.<\/li>\n<li>He told everyone about it.<\/li>\n<li>They got a manual action.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"659\" alt=\"SEO heist - performance\" class=\"wp-image-436699\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-600x247.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-800x330.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-200x82.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-768x316.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-1536x633.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance.png.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"659\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance.png.webp\" alt=\"SEO heist - performance\" class=\"wp-image-436699\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-600x247.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-800x330.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-200x82.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-768x316.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/SEO-heist-performance-1536x633.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>As is the norm in the SEO world, some people cheered, and many jeered.<\/p>\n<p>But the story that hasn\u2019t been told is right under our noses.<\/p>\n<p>The one about right and wrong.<\/p>\n<p>The one about marketing effectiveness.<\/p>\n<p>The one about freedom of information.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-it-s-my-ball-and-i-ll-take-it-home-if-you-don-t-do-as-i-say\"><span class=\"ez-toc-section\" id=\"%E2%80%98Its_my_ball_and_Ill_take_it_home_if_you_dont_do_as_I_say%E2%80%A6\"><\/span>\u2018It\u2019s my ball, and I\u2019ll take it home if you don\u2019t do as I say\u2026\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We\u2019ve all been there as kids.<\/p>\n<p>You\u2019re out playing ball, and when things don\u2019t go how the ball owner wants, the kid gets annoyed and threatens to stop playing with us all.<\/p>\n<p>In SEO, Google owns the ball.<\/p>\n<p>It made a huge statement when Google \u201cpenalized\u201d the SEO heist site (or its algorithms caught on).<\/p>\n<p>Unchecked AI content at scale harms the web and should not be allowed.<\/p>\n<p>And yet, deep in the darkest corners of Google, its scientists are about to do just that\u2026<\/p>\n<p>Unleash an AI-powered search engine that steals content and spits out content that is not checked by humans at scale.<\/p>\n<p>But it\u2019s OK because it\u2019s their ball.<\/p>\n<p>It\u2019s \u201cdo as I say,\u201d <strong>not<\/strong> \u201cdo as I do.\u201d<\/p>\n<p>They can steal content and mass publish unchecked content at scale, but this godly power is just for them. And if you don\u2019t like it, build your own search engine.<\/p>\n<p>But that argument might not hold up to scrutiny.<\/p>\n<p><strong><em>Dig deeper: Google\u2019s shifting <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to AI content: An in-depth look<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-openai-lawsuits-and-information\"><span class=\"ez-toc-section\" id=\"OpenAI_lawsuits_and_information\"><\/span>OpenAI, lawsuits and information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>OpenAI, the firm behind ChatGPT, is facing legal action because people claim that its models were trained on content belonging to others.<\/p>\n<p>Google is openly building a search engine much the same way.<\/p>\n<p>This is where we can now tell the untold story of the Great SEO heist.<\/p>\n<p>And it all starts with Thomas Jefferson.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-information-wants-to-be-free\"><span class=\"ez-toc-section\" id=\"Information_wants_to_be_free\"><\/span>Information wants to be free<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In 2004, the late Aaron Schwartz <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.aaronsw.com\/weblog\/001115\">wrote a blog post<\/a> about how nature wanted information to be free.<\/p>\n<p>In the article, he mentions a letter written by Thomas Jefferson in which he states:<\/p>\n<blockquote class=\"wp-block-quote\"><p>\n\u201cNo one seriously disputes that property is a good idea, but it\u2019s bizarre to suggest that <em>ideas<\/em> should be property. Nature clearly wants ideas to be free! While you can keep an idea to yourself, as soon as you share it, anyone can have it. And once they do, it\u2019s difficult for them to get rid of it, even if they wanted to.\u00a0<\/p>\n<p>Like air, ideas are incapable of being locked up and hoarded.<\/p>\n<p>And no matter how many people share it, the idea is not diminished. When I hear your idea, I gain knowledge without diminishing anything of yours. In the same way, if you use your candle to light mine, I get light without darkening you.\u00a0<\/p>\n<p>Like fire, ideas can encompass the globe without lessening their density.<\/p>\n<p>Thus, inventions cannot be property. Sure, we can give inventors an exclusive right to profit, perhaps to encourage them to invent new useful things, but this is our choice. If we decide not to, nobody can object.\u201d\n<\/p><\/blockquote>\n<p>This isn\u2019t the direct translation of Jeffersons\u2019 letter; it was Schwartz\u2019s translation from old English to the modern-day language.<\/p>\n<p>Some 20 years later, it would appear that Google, OpenAI and others have also agreed that ideas or information is free and not to be hoarded.<\/p>\n<p>The language models and search engines can access and use your content to make something new, which does not diminish what you created.<\/p>\n<p>But is this true?<\/p>\n<p>That will be for a court to decide, but we continue as if it were.<\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-information-is-now-a-commodity-nbsp\"><span class=\"ez-toc-section\" id=\"Information_is_now_a_commodity\"><\/span>Information is now a commodity\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Education leader Tony Wagner says <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.tonywagner.com\/news\/tonys-world-innovation-summit-in-education-keynote-is-now-available\">information is now a commodity<\/a>.<\/p>\n<p>In the past, we were all rewarded for our knowledge. Our certifications and school systems are based on proving what you know.<\/p>\n<p>The web made knowledge easy to access.<\/p>\n<p>But it did reward you for sharing this knowledge with others.<\/p>\n<p>You got traffic, and search engines served knowledge.<\/p>\n<p>AI makes information instantly available and usable.\u00a0<\/p>\n<p>But it\u2019s not what you know. It\u2019s what you can do with that knowledge.<\/p>\n<p>And this goes back to the great SEO heist.<\/p>\n<p>Just because we can do something doesn\u2019t mean we should.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-marketing-effectiveness-must-come-first\"><span class=\"ez-toc-section\" id=\"Marketing_effectiveness_must_come_first\"><\/span>Marketing effectiveness must come first<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The great SEO heist was nothing new.<\/p>\n<p>Websites have been using cheap writers with no subject knowledge for years, all borrowing from content elsewhere to create a larger and better version of past articles.<\/p>\n<p>All the heist did was remove the writers from that equation.<\/p>\n<p>But was it worth doing?<\/p>\n<p>I don\u2019t think so.<\/p>\n<p>The content didn\u2019t align with the business model for the brand.<\/p>\n<p>The site whose sitemap was robbed was an Excel training company. That content did matter to them and was business relevant.<\/p>\n<p>But really, we\u2019re delaying the inevitable. AI search engines are coming for your information and traffic.<\/p>\n<p>All roads lead to the same logical conclusion.<\/p>\n<p>Content is no longer a separator.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to prevent AI from taking your content<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-knowing-is-obsolete\"><span class=\"ez-toc-section\" id=\"Knowing_is_obsolete\"><\/span>Knowing is obsolete<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" alt=\"The value of questions and answers over time\" class=\"wp-image-436701\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-1536x864.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time.png.webp\" alt=\"The value of questions and answers over time\" class=\"wp-image-436701\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-value-of-questions-and-answers-over-time-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>First published in 2014, in the book \u201cA More Beautiful Question\u201d by Warren Berger, the author states that questions are now more powerful than answers.<\/p>\n<p>Questions lead to innovation.\u00a0<\/p>\n<p>It was inevitable that human information would become stored in a database that we could all access. There is simply too much information to remember, and our brains are quite poor at it anyway.<\/p>\n<p>And this is where we head now.<\/p>\n<p>A world where we gain information from databases. And a computer tells us the best information collected from the best resources.<\/p>\n<p>But there is a tremendous upside for everyone that is being ignored.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-faster-information-gain-faster-action\"><span class=\"ez-toc-section\" id=\"Faster_information_gain_faster_action\"><\/span>Faster information gain, faster action<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While many will be upset about lost traffic, the reality is that AI will reduce decision fatigue.<\/p>\n<p>Just like we relied on Google for years, AI and AI-powered search engines will reduce decision fatigue, and we\u2019ll come to trust what it says.<\/p>\n<p>The top search results could become information with a few ads and organic references.<\/p>\n<blockquote class=\"wp-block-quote\"><p>\n<em>\u201cHey, Google, I need to book a hotel in London. Make it five stars, but find one under \u00a3500 for the night and near Covent Garden.\u201d<\/em><\/p>\n<p><em>\u201cI\u2019ve found three options here they are.\u201d<\/em><\/p>\n<p><em>\u201cOK, I like the first one. Book a room for Thursday.\u201d<\/em><\/p>\n<p><em>\u201cYour room has been booked, and I have sent an email with details to your inbox\u201d.<\/em>\n<\/p><\/blockquote>\n<p>Is this scenario a dream? I think not.<\/p>\n<p>There is no need to read blogs listing 15 hotels and the various pros and cons.<\/p>\n<p>And this will be the new battle.<\/p>\n<p>The battle to be what AI references.<\/p>\n<p>The battle for E-E-A-T.<\/p>\n<p>The battle to be a brand.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-brand-is-the-future-of-search\"><span class=\"ez-toc-section\" id=\"Brand_is_the_future_of_search\"><\/span>Brand is the future of search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" alt=\"Brand is the future of search\" class=\"wp-image-436702\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-1536x864.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search.png.webp\" alt=\"Brand is the future of search\" class=\"wp-image-436702\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-768x432.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Brand-is-the-future-of-search-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>The great SEO heist merely pointed out an issue.<\/p>\n<p>That we no longer own information.<\/p>\n<p>The future is in faster decisions aided by AI.<\/p>\n<p>The future is one of doing and building.<\/p>\n<p>The future is us asking better questions that lead to innovation.<\/p>\n<p>This is why, for some time now, I\u2019ve said that brand mentions are the future of backlinks and publicity is the new SEO.<\/p>\n<p>Telling LLMs and AI-powered search engines you exist is done the same way you tell the public you exist through brand marketing.<\/p>\n<p>Creative advertising and publicity are the tools for the future of SEO.<\/p>\n<p>If you want to rank, be discovered, recommended or referenced. You need to be known.<\/p>\n<p>And that\u2019s the core takeaway here.<\/p>\n<p>That all the great SEO heist did was serve us all with a reminder.<\/p>\n<p>Content through search will not be a valid strategy for many moving forward.<\/p>\n<p>That\u2019s not to say that content is dead.<\/p>\n<p>New content that gains attention, gets read and is loved will always be needed.<\/p>\n<p>We are a species of content carnivores.<\/p>\n<p>It\u2019s just that how we use content in SEO is going to change.<\/p>\n<p>What does that future look like?<\/p>\n<p>I think it\u2019s one of innovation.\u00a0<\/p>\n<p>We don\u2019t know because we aren\u2019t there yet.<\/p>\n<p>But for me, bring it on.<\/p>\n<p>We\u2019re well overdue for a change in SEO.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Modern SEO: Packaging your brand and marketing for Google<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Andrew Holland\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/05\/Andrew-Holland.png.webp\" alt=\"Andrew Holland\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Andrew Holland<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=Zooglymedia&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/andrew-holland-seo\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Andrew Holland is the Director of SEO at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/jbh.co.uk\/\">JBH, an award-winning Digital PR and SEO agency<\/a>. His SEO background stems from a 17-year career in the police, where a number of years were spent within intelligence, utilizing SEO within internal systems to catch criminals. After developing chronic asthma, Andrew left the police and launched a freelance SEO and digital marketing career, and has worked with a wide range of clients, from SMEs to 8-figure businesses. Today, he directs the SEO delivery for one of the UK&#8217;s fastest-growing Digital PR and SEO agencies. Building organic visibility, trust and fame for consumer brands.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/great-seo-heist-untold-story-436697\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beyond this viral SEO story lies difficult questions about information ownership in the age of AI. Here\u2019s what SEOs can take away from it. It\u2019s been a few months since the great SEO heist went viral online. You\u2019ve probably heard all about it already. But what you need to learn is the untold story.\u00a0 Because&#8230;<\/p>\n","protected":false},"author":1,"featured_media":605686,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/The-great-SEO-heist-The-untold-story.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,78070],"class_list":["post-605685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/605685","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=605685"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/605685\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/605686"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=605685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=605685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=605685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}