AI SEO Is Being Gamed: $6 Press Releases, Reddit Tricks & Google’s Broken AI Mode

The discussion centers on the evolving landscape of SEO and content creation in the age of AI, particularly focusing on AI overviews and AI mode search results. Experts highlight how traditional SEO tactics are being challenged and how AI systems are amplifying both the strengths and weaknesses of existing search results. The conversation emphasizes that while AI can be a powerful tool, its current iterations are susceptible to manipulation, leading to concerns about the quality and trustworthiness of information presented.

A key theme is the susceptibility of AI-generated content and overviews to "gaming" through various methods, including leveraging press releases, exploiting the way AI models train on web data, and the influence of platforms like Reddit. This has led to a situation where "AI slop" – low-quality, mass-produced content – can achieve visibility. The discussion also delves into the long-term implications for brands, stressing the need for genuine brand building and community engagement over short-term, potentially harmful tactics.

Ultimately, the consensus is that while AI presents new challenges and opportunities, fundamental principles like brand building, creating genuinely helpful content, and understanding user intent remain crucial. The speakers caution against tactics that prioritize speed and scale over quality and long-term reputation, warning that many businesses and SEO tools may be setting themselves up for failure by embracing such strategies.

• AI search overviews and AI mode are amplifying both the strengths and weaknesses of existing search results, making them susceptible to manipulation.
• Tactics like leveraging press releases, exploiting AI training data, and using platforms like Reddit can influence AI-generated content, sometimes leading to "AI slop."
• Genuine brand building and community engagement are presented as crucial long-term strategies, contrasting with potentially harmful short-term tactics.
• The discussion highlights the importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in the context of AI, noting that AI mode often pulls from less authoritative sources.
• There is a significant focus on the increasing power of users due to AI tools, suggesting a future where brand value might be challenged by price as the primary differentiator, necessitating strategic adaptation.

The Impact of AI on Search Results and Content [00:00]

• AI content and AI overviews are significantly impacting search results.
• There's a concern that AI sites are being targeted, though it might not be through traditional manual actions but rather algorithmic tweaks.
• Noise and public outcry, particularly on platforms like X, can influence Google's actions regarding content.
• Examples include the "parasite SEO" debacle in 2023 where certain news sites' articles were de-indexed, and fake stores being removed after media coverage.
• The role of "noise" and complaints plays a significant part in how Google addresses issues in search results.

The conversation begins by discussing how AI-generated content and AI overviews are changing search. It's noted that while some sites are being hit for excessive AI content, the exact mechanism might be more algorithmic than manual. The influence of public attention and complaints, especially on social media, is highlighted as a factor that can lead to Google taking action.

Noise definitely definitely plays a part.

The Press Release "Trick" and AI Influence [03:31]

• A tactic involving $6 press releases from services like PR Newswire can influence AI overviews, ChatGPT, and Perplexity.
• This method is described as a way to influence AI SEO and AI answers.
• The speaker intentionally shared this tactic because they believe AI companies cannot easily stop it, as it relates to how AI models train on news websites.
• This tactic has been used since 2019 and is seen as an evolution of the featured snippet strategy.
• The speaker believes this press release influence tactic will "never die" because it's tied to how AI trains itself.

This section explores a specific tactic where low-cost press releases are used to influence AI outputs. The speaker explains the reasoning behind sharing this method, suggesting that it's inherently difficult for AI companies to counter without hindering AI model development. This strategy is framed as a persistent tactic in the evolving SEO landscape.

So, I don't think Google can put a stop to that. I don't think the AI companies can put a stop to that because if they stop training themselves on the subfolders of news websites, then how do the models improve?

Compact Keywords and SEO Funnels [07:20]

• A marketing method called "compact keywords" focuses on creating many pages to target searchers looking to buy, rather than just answering questions.
• These pages are designed to rank well and convert effectively.
• The average page for this strategy is only 415 words.
• This approach is described as less work than traditional SEO and generates more money.
• It's presented as a strategy that works with AI and can create sales funnels for years.

This part of the discussion introduces a specific SEO strategy called "compact keywords," which emphasizes creating numerous conversion-focused pages. It's presented as an efficient and lucrative method that complements AI technologies.

Compact Keywords is about setting up an SEO funnel that brings you sales for years and years and years.

Google's Challenge in Implementing Fair AI Solutions [08:30]

• Google faces a challenge in creating universal solutions for AI search issues that apply equally to all publishers.
• Unequal application of policies (e.g., affecting large publishers but not small ones) can lead to significant backlash.
• The site reputation abuse policy introduced in March 2024 is cited as an example where Google needs to apply rules consistently.
• It's difficult for Google to implement a generalized solution to prevent AI overviews from being "gameable."
• The current systems are relatively easy to manipulate.

This section addresses the difficulties Google faces in creating equitable solutions for the problems arising from AI search. The speaker explains that any implemented changes must be fair to all publishers, and the current AI systems are still prone to manipulation.

So I think the challenge for Google right now is is to come up with a generalized solution for these problems because if they leave out 10% or 80% of it then it's going to become a a big negative PR scenario for them.

AI Mode Failures and the Persistence of Old Tactics [11:17]

• A significant failure in AI mode is seen when it promotes listicles on a company's own blog that place themselves at the top for highly competitive keywords.
• This tactic, where a company lists itself as the best solution, is not new and predates AI.
• The fact that this old tactic now works in AI mode indicates a problem with the AI models.
• Brands struggling to rank in AI mode may resort to tactics like site reputation abuse or using press releases.
• The core issue is that AI algorithms are not yet sophisticated enough to weed out these manipulative tactics effectively.

The speakers discuss specific examples of AI mode failing, particularly highlighting how outdated tactics of self-promotion are still effective. They suggest that AI systems are not yet advanced enough to filter out such content, leading to a flawed user experience.

The fact that they can't weed out those blog posts um you know they have they have an issue.

E-E-A-T and AI's Amplification of Search Negatives [13:35]

• AI mode amplifies both the positive and negative aspects of Google's search results.
• This amplification can worsen the impact of direct harm, such as incorrect medical information.
• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is becoming less effective as AI pulls from a wider, less curated range of sources.
• AI mode may pull information from lower-ranking affiliate sites for medical queries, which would have been less visible in traditional search results.
• The core problem is that AI systems are not adept at filtering out low-quality or untrustworthy sources, undermining E-E-A-T signals.

This segment explores how AI mode exacerbates existing problems in search by amplifying everything, including potentially harmful misinformation. The concept of E-E-A-T is discussed in relation to AI, with the observation that AI's broad data consumption can sideline these crucial trust signals.

So the impact is getting worse.

System-Level Prompts and Editorial Challenges for AI [16:10]

• Google needs to adjust "system-level prompts" that dictate how AI mode operates.
• The way AI mode is designed to gather information (e.g., from Reddit or Trustpilot) significantly impacts the answers it provides.
• If system prompts prioritize negative feedback, it becomes challenging for brands to optimize for positive representation.
• Brands have limited control over how their information is presented if the underlying prompts are designed to seek out negative aspects.
• System-level prompts are seen as having a greater impact than traditional E-E-A-T or marketing strategies in influencing AI answers.

The discussion shifts to the critical role of system-level prompts in how AI modes function. The speakers argue that Google must refine these prompts to ensure fair and balanced information, as current designs can unintentionally highlight negative aspects of brands, creating an editorial challenge.

So if the AI mode system level prompt is designed by Google to look for negative stuff and it's there there is pretty much nothing that you can optimize for in terms of it to control that answer.

Leveraging Reddit and Guest Posting for AI Visibility [19:23]

• Reddit is identified as a powerful platform, especially for local search results, where AI heavily relies on its content.
• Contributing helpfully to relevant subreddits is recommended for businesses to gain visibility in AI mode.
• A tactic for influencing AI involves researching which sites are frequently cited by AI tools like ChatGPT.
• Purchasing guest posts on lower-quality websites that rank well in AI citations can be a way to insert information.
• This guest posting tactic is described as a longer hack but effective for influencing AI.

This section offers practical advice on how to gain visibility in AI-driven search, with a strong emphasis on Reddit. The speakers suggest that contributing value to online communities can significantly boost a brand's presence, and also touch upon the strategy of guest posting on specific sites to influence AI mentions.

So, you can do some marketing on Reddit. I generally recommend it to be helpful where you go into different relevant subreddits and try to contribute your opinions about whatever people are asking rather than it being like where you are trying to spam in any subreddits.

Long-Term Brand Building vs. Short-Term Tactics [23:19]

• For established brands with significant revenue (over $10 million yearly), short-term tactics are discouraged.
• The focus should be on building a long-term strategy that remains resilient to changes in AI systems.
• This involves comprehensive "web marketing" across all platforms (website, Instagram, TikTok, YouTube, Substack, Reddit).
• Brands should collect mentions and content from various platforms and bring it back to their website to provide context for search engines.
• The core idea is to create an integrated web presence rather than solely focusing on SEO.

This part of the discussion pivots to the strategic approach for larger brands, advocating for a long-term, integrated marketing strategy rather than relying on short-term AI-related hacks. The emphasis is on creating a holistic web presence that search engines can easily process.

So, you're looking at the whole web and seeing wherever you can push content, you're pushing it and wherever people are mentioning you.

The Importance of System Prompts and Adaptability [26:51]

• Brands need to pay attention to "system products" (likely referring to AI system prompts) as changes can alter marketing strategies.
• If AI system prompts shift to favor certain platforms (e.g., YouTube, TikTok, Reddit), marketing budgets need to be reallocated accordingly.
• Companies must monitor what sources AI is weighing and adapt their strategies based on those changes.
• A flexible approach is necessary because the landscape of AI influence is constantly evolving.
• This involves understanding how AI answers are being generated and adjusting content strategies to align with those mechanisms.

The speakers emphasize the dynamic nature of AI and the need for continuous adaptation. They stress that understanding and reacting to changes in AI system prompts is critical for maintaining visibility and effectiveness in marketing efforts.

You always have to keep an eye on what can be the possible system prompt of these AI mode or chat GPT or perplexity can be what sources they are weighing and how you build a strategy according to that.

Addressing AI-Generated Cons and Building Brand Reputation [33:35]

• A workflow is presented for addressing negative points about a product surfaced by AI.
• This involves creating blog posts that explain and contextualize potential cons, such as implementation times.
• Using individual social media profiles of key employees (like a CTO) to share videos addressing these cons is a strategic move.
• These videos can be repurposed across multiple platforms to counter AI-generated negative narratives.
• The key is to proactively address AI-identified drawbacks by providing clear, factual, and multi-platform content.

This section outlines a practical method for brands to counter negative perceptions surfaced by AI. By creating detailed content and leveraging employee social platforms, companies can directly address AI-identified cons and present a more balanced view.

So, what's one of the negatives about um those lists? A lot of companies don't create them in a fair and balanced way, which is which is okay. That's, you know, reflective of how they do business. And they'll say bad things like, "Oh, the implementation time for this software is too long."

The "Black Hat" Tactic of Review Gating [52:01]

• A tactic involves asking customers for a star rating first, and then only for those who give a high rating (4 or 5 stars) are directed to leave reviews on platforms like Reddit or Trustpilot.
• This "devious" tactic aims to generate positive brand mentions across the web.
• While potentially against terms of service for some platforms, it's noted that companies like G2 pay for reviews, creating a complex situation for AI algorithms.
• The likelihood of being "caught" for such tactics is discussed, suggesting that personal outreach and good customer service make it harder to detect.
• The inherent difficulty for AI to distinguish between genuine and manipulated reviews is highlighted.

The conversation touches upon a controversial tactic known as "review gating," where businesses attempt to influence online reviews. The ethical implications and the challenges AI faces in detecting such practices are explored.

So, AI and algorithms have such a big problem because at one way like one system um it's not it's against the terms of service to do what we just said like review gating or even ask even pay someone for a review and you can't even give you can't even ask you can't even give someone like a free donut or whatever in return for a Google review.

AI Slop as a Service and Investor Accountability [55:45]

• "AI slop as a service" refers to tools that enable mass-scale, low-quality AI-generated content.
• SEO tool companies are criticized for promoting these tactics, potentially misleading founders and leading to financial loss.
• There's a significant amount of investment ($120 million in two years) going into these AI-powered tools, with expectations of high revenue returns.
• This financial pressure might lead to the push for more "weird features" and potentially harmful tactics.
• Investors are seen as having a moral obligation to advocate for ethical practices rather than enabling "slop."

This segment addresses the proliferation of services that facilitate low-quality AI content, dubbed "AI slop." The speakers express concern over the financial incentives driving these tools and the potential negative consequences for businesses that adopt them.

I think SEO tool companies, you know, they have a because they have so much money behind them or I'd say GEO tool companies in this case because they have so much money behind them, you know, they have a moral obligation in my opinion to advocate for the right tactics and not AI slop as a service.

The Evolution of SEO and Brand Building [1:06:32]

• SEO should be positioned as the center of the marketing world, controlling how a brand appears in AI search.
• This involves influencing brand mentions and addressing negative AI feedback.
• The speaker doubts the AI search market will grow as large as investors anticipate, as many activities fall outside traditional SEO budgets (e.g., PR, community building).
• Brand building, investing in PR, and product quality are crucial for long-term success and organic community growth.
• This approach builds a sustainable brand that naturally influences AI training data.

The discussion emphasizes that SEO's role is expanding to encompass brand perception across all AI-driven platforms. It highlights that genuine brand building and quality products are paramount for long-term survival and visibility, rather than solely relying on SEO-specific tactics.

So, from an SEO point of view, it's frustrating to see because, you know, you have all of these great I'm not going to name names, but you have a lot of like great SEOs out there that, you know, talk about making helpful content, talk about making like great quality content, but now they're like jumping on the bandwagon of these geo companies and they're talking about the features that they have, which is enabling AI slop.

Future of Marketing: Agents, User Power, and Price [1:07:41]

• Marketing will likely shift towards "agentic tools" that can deliver ROI over time, with agents running marketing operations by 2030.
• Users are gaining more power through AI tools, enabling extensive research and analysis.
• This increased user capability might shift brand value towards price, as product features become more standardized.
• The future of marketing could see intense price wars or a continued emphasis on brand loyalty, depending on consumer behavior.
• The role of brands might evolve significantly, with potential shifts away from traditional websites.

This segment explores the long-term future of marketing, predicting a rise in AI agents and an increase in user empowerment through advanced research tools. The implications for brand value and the potential shift towards price as a primary purchase driver are discussed.

So if in 2030 users are have so many tools to do deep research analysis of the information their data they don't need to know much they can just do it then is there any value to a brand except price.

The Importance of Learning and Adapting to AI [1:09:03]

• Individuals who go above and beyond their daily jobs to learn about AI and automation will likely fare well in the future.
• Understanding AI agents and how they can be used in one's role is crucial for career progression.
• Marketing courses are beginning to incorporate computer science fundamentals to equip students with technical knowledge.
• Learning about AI is not just about using it but understanding its underlying mechanisms (e.g., APIs, how MLPs work).
• This technical understanding will be vital for marketing professionals in the coming years.

The speakers emphasize the necessity of continuous learning and adaptation to new technologies, particularly AI. They highlight the importance of understanding the technical underpinnings of AI and automation for future career success in marketing.

So that is something I think everyone should be looking at right now because I know like many SEOs who don't come from computer science background they did some other degree and then just over over a period of time they just happened to like stumble upon SEO and they decided to make it their career but right now I think it's the right time to start thinking about computer science not like going like really deep into it but at least surface level programming languages how MCPs work as I mentioned and all these new stuff that is coming up.

Final Advice: Don't Harm Existing SEO, Focus on Brand [1:18:18]

• For established brands, the primary advice is to be extremely careful not to harm existing SEO by engaging in "AI slop."
• AI search optimization should focus on building internal processes and new KPIs done the "right way."
• For new brands, using AI to scale content is acceptable, but it should not be "AI slop."
• The focus should be on creating high-quality, edited content, even if AI is used for drafting.
• Prioritizing brand building, investing in PR, and ensuring product quality are the keys to long-term success and organic growth.

The concluding advice stresses caution for established brands regarding AI tactics, urging them to protect their existing SEO. For new brands, the recommendation is to use AI for content creation but to maintain quality and focus on fundamental brand-building principles for sustainable growth.

So my like like final advice about AI search.

Yeah, that's my biggest takeaway too is like if you're already doing a good job at SEO, like continue doing it. Don't ruin your SEO in the name of AI.