If you're still blaming Google's AI for tanking your rankings or draining traffic from your website, it's time for a gut check. According to Liz Reid, Google's Head of Search, the real disruptor isn't AI ... it's your customer. More specifically ... it's how your customer behaves.
In a recent interview with Search Engine Land's Danny Goodwin, Reid cut through the noise surrounding Google’s AI Overviews and recent search updates. Her message was clear: AI is part of the evolution ... but the bigger story is how human behavior … especially that of younger users … is changing how, where, and why people search.
For industrial B2B marketers still clinging to legacy sales tactics, newer content strategies and blog mills … this is your wake-up call.
Search is Evolving ... Because People Are Evolving
Google’s latest AI-powered search features … like AI Overviews … may be stealing the headlines, but Reid insists these tools are simply trying to keep up with the real shift: how users want to interact with information.
Younger audiences, in particular, are ditching long-form articles and static web pages for forums, YouTube creators, short-form video, and community-driven content. They’re not looking for a 2,000-word article ... they’re looking for real answers, real people, and real value.
In Reid’s own words:
“One of the things that’s always true about Google Search is that you make changes and there are winners and losers ... this is particularly true with younger users. They’re going to podcasts rather than reading a long article.”
Translation: If your ideal buyer is 25 to 45 years old ... your industrial content strategy better not look like it did five years ago.
Winners and Losers in the New Search Reality
Every Google algorithm update has always created “winners and losers.” But Reid challenges the idea that Google is arbitrarily punishing sites with AI. What’s actually happening is more nuanced.
People are searching in more personalized, context-rich ways. Instead of typing “red dress,” they’re asking for “a short red dress for a wedding from a sustainable merchant.” That level of specificity favors smaller creators, niche experts, and businesses with clear values ... not keyword-stuffed landing pages.
If your industrial brand can’t speak human ... you’re going to lose to someone who can.
The Open Web Still Matters ... But Only the Good Stuff
There’s been a lot of noise about the “dead internet” … a phrase that refers to the fear AI will flood Google with robotic junk. Reid isn’t buying it.
Google still values real, human-created content. What it’s cracking down on is fluff ... regurgitated garbage written for bots, not buyers. Google’s systems, according to Reid, downrank spammy and low-value AI-generated content.
In other words, if your content shows craft, clarity, and a real human point of view, Google’s still in your corner.
What This Means for Industrial Marketers
Let’s get real. Most industrial websites still crank out dry content optimized for 2011-era SEO. That dog won’t hunt anymore.
Reid made it clear: users are more interested in content that reflects time, care, and expertise. If you’re still throwing $50 blog posts at the wall to see what sticks ... you’re not going to survive the next wave of search.
Your buyers are looking for video explainers from engineers, real-world use cases from customers, and tight, clean messaging that tells them exactly why you’re the authority in your niche.
AI Isn’t Replacing Search ... But It’s Changing the Game
Here’s where things get interesting. Reid said AI isn’t here to replace Google Search ... it’s here to enhance it.
AI allows users to make more nuanced searches. That means smaller businesses and specialized suppliers can actually surface more often … if their content is relevant, trustworthy, and reflects human judgment.
This should light a fire under every industrial marketer who thinks they can’t compete with bigger players. AI isn't your enemy. Mediocrity is.
Your Action Plan: Adapt or Get Left Behind
So what should you be doing right now?
- Ditch the boilerplate content.
- Get into video and short-form content if your audience demands it.
- Lean into the unique expertise your company brings as an industrial player.
- Show humanity, depth, and specificity in every piece of content.
- Talk to your customer like they’re sitting across the table.
The future of search is still search ... but the rules have changed. Your audience is evolving. Google is evolving with them. You need to do the same ... or risk becoming invisible.
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