Google search is dying: 8 content distribution alternatives to SEO
The signs of Google's decline are impossible to ignore. People are increasingly adding "reddit" to searches to try and find real-life opinions and the first page of Google has become a battleground of ads and affiliate links—pushing genuine, valuable information further into the abyss. Even Google's attempts to be "smart" by predicting user intent often results in frustration for those looking for specific, nuanced information.
⚠️The days of relying on SEO to reach and engage B2B audiences are over.
In this article, we'll explore the factors contributing to Google's search decline and look at the top eight B2B content distribution alternatives that can help your company thrive—without relying on SEO.
The decline of Google search
The erosion of Google's search quality has been a topic of discussion for years, but recent observations suggest that we may have reached a tipping point.
In his article "Google Search Is Dying," published on the DKB Blog, Dmitri Brereton provides insights into the decline.
Here are a few key takeaways from the blog:
1. The rise of Reddit as a search engine
Brereton points out a fascinating trend: "Reddit is currently the most popular search engine. The only people who don't know that are the team at Reddit, who can't be bothered to build a decent search interface."
This observation is supported by the growing practice of users appending "reddit" to their Google searches. Why? Because people are increasingly seeking authentic, user-generated content rather than bland and generic SEO-optimised articles.
2. Deteriorating quality of search results
According to Brereton, "If you've tried to search for a recipe or product review recently, I don't need to tell you that Google search results have gone to shit." The first few non-ad results are often dominated by SEO-optimised sites filled with affiliate links and ads, rather than genuinely helpful content.
3. The ad-driven model's impact
Brereton reminds us of Google's founders' prescient words from 1998: "The goals of the advertising business model do not always correspond to providing quality search to users." This misalignment of incentives has led to an increase in ads and sponsored content, often at the expense of organic, high-quality results.
4. The SEO arms race
The article points out that "There are tons of people whose sole job is to game their way to the top of Google." This ongoing battle between SEO specialists and Google's algorithms has resulted in a landscape where the most visible content is not necessarily the most valuable or relevant.
5. Overzealous personalisation
Brereton notes that "Google increasingly does not give you the results for what you typed in. It tries to be 'smart' and figure out what you 'really meant'." This attempt at prediction, combined with personalisation, often leads to frustration for users seeking specific information.
6. The quest for authenticity
Perhaps most tellingly, Brereton discusses the "Dead Internet Theory" — a conspiracy theory suggesting that most of the internet is populated by bots. While not literally true, this theory reflects a growing sense that the authentic web is disappearing beneath a sea of commercialised, AI-generated, or SEO-optimised content.
7. The rise of AI overviews
One last point, not mentioned in Brereton’s article is the rise of AI overviews—perhaps because they have only just been rolled out globally over the last week or so. The introduction of generative AI to search means SEO could lose relevance as a traffic channel because it leads to more zero-click searches and less website visits. Google is also testing the inclusion of ads within AI overviews, which could further impact the space available on page 1 of Google.
Bottom line: We must recognise these shifts in the search landscape and diversify our content distribution.
Why B2B’s need to diversify content distribution
It’s safe to say relying too much on SEO is risky. The increasing commercialisation of search results, combined with users' growing scepticism of overly polished content, means it’s time for a rethink in content distribution strategies.
The unpredictability of Google's algorithms, the desire for more authentic and trustworthy information sources, and the changing habits of information consumption all play a role. B2B decision-makers are turning to peer recommendations, industry forums, and social platforms for insights and solutions. Moreover, the difficulty in reaching niche audiences through broad search results calls for more targeted approaches.
That’s why B2Bs should explore alternatives to SEO-centric strategies.
8 B2B content distribution alternatives to SEO
You might already be distributing content on other channels, but if it’s helpful, here's a list of the top 8 content distribution channels we have personally found worth using, based on the results we have seen with our clients.
1. LinkedIn
At the top of our list is LinkedIn. Why? Because with over 1 billion members worldwide there’s often no better place to connect directly with business professionals. Here’s our recommendation for how best to share content on LinkedIn:
Organic posts via company page: Before someone buys from your brand, they will often check out your company’s LinkedIn page. It will look a bit sad if this isn’t updated regularly. That’s why we advocate for clients to regularly share valuable content, industry insights, and company updates to build brand awareness and engagement.
Team involvement: We all know people buy from people. So it’s essential to encourage employees to share and engage with company content, expanding reach through personal networks.
LinkedIn newsletters: As of 2024, LinkedIn has 450 million newsletter subscriptions globally, which shows there is a real appetite for this form of content. Create and grow a dedicated audience with consistent, valuable content delivered directly to subscribers' inboxes.
Targeted paid LinkedIn advertising: While this one isn’t in our wheelhouse, we know experts who have seen incredible results for clients from using LinkedIn's robust targeting options to reach specific decision-makers, industries, or job titles with promoted content.
2. Email marketing and newsletters
While we are advocates for email marketing. It doesn’t work well for every audience. Why? Because depending on who you are targeting, getting the emails through today’s SPAM filters can be tricky, to say the least. If you aren’t working with organisations like huge banks, then here are some ideas to consider:
Build your own audience: When you have an engaged email database you can essentially build your own audience directly. Consider putting email newsletter sign-up CTA’s on your website and social posts.
Segmentation: If you target different sectors, it’s worth tailoring your content to different audience segments based on interests, industry, or even stages in the buyer's journey.
Personalisation: Use data-driven insights to create highly personalised email campaigns that resonate with recipients.
Consistency: Establish a regular schedule for newsletters to keep your audience engaged and your brand top-of-mind.
3. Podcast or guest appearances
We get it. Creating your own podcast is a lot of work. If you have the resources to take on this challenge then we highly recommend it. If you don’t have the resources to do your own, then it’s well worth considering guest appearances on other podcasts.
Create your own podcast: If you have the bandwidth create your own podcast that addresses industry challenges, featuring expert interviews or deep dives into relevant topics.
Guest opportunities: Alternatively, you can identify and reach out to industry-relevant podcasts where you can share your expertise.
Repurpose podcast content: Whether you create your own or appear as a guest, turn those podcast episodes into blog posts, social media snippets, or video content to maximise reach.
Promote strategically: Then, use your other channels to promote podcast episodes and grow your listener base.
4. Webinars and virtual events
Whenever I mention this one to clients I am usually met with a deep sigh. The truth is webinars are time-consuming. But similar to the podcast option, you can always make guest appearances on other firms' webinars too. Here are a handful of other webinar ideas:
Educational webinars: Host regular sessions on topics your audience cares about, showcasing your expertise.
Interactive Q&A sessions: Engage directly with attendees, addressing their specific concerns and building relationships. You can even host interactive demo Q&As.
Virtual conferences: Organise your own or participate in online industry events to reach a broader audience.
On-demand access: Record live events and make them available for future viewing, extending their lifespan and reach.
5. Guest blogging on industry-specific platforms and forums
This content distribution method is up there with us as one of the best approaches to getting in front of your ideal customers. We often bake this option into our services as we know how good this approach is for visibility and leads.
Identify relevant platforms: Research where your target audience congregates online (e.g., we love Finextra for fintech and financial services audiences).
Contribute value: Most guest blogging sites will prefer original and value-led content so make sure you always share insights, answer questions, and engage in discussions without being overly promotional.
Build authority: Like everything, consistency is key. Consistently provide high-quality contributions to establish your brand as a trusted industry voice.
Monitor for opportunities: Keep an eye out for relevant discussions where your expertise can add value. Most publications will have a regular newsletter which you can quickly scan to get an idea of the topics trending that you can provide your expertise on.
6. Content syndication on trusted platforms
For this content distribution approach, the absolute key thing to remember here is ‘trusted platforms’.
Partner with industry publications: Identify respected outlets in your industry and explore syndication opportunities.
Repurpose content: Rather than starting from scratch, think about how you can adapt existing content to suit different platforms and audiences.
Track performance: Monitor the performance of syndicated content to understand which platforms and content types resonate most.
Build relationships: Develop ongoing partnerships with platforms that consistently deliver value to your brand.
7. Video content on YouTube and other platforms
The rise of TikTok points to one thing. Video is on the rise. It can feel challenging to create videos. But it doesn’t have to be high production. I’ve seen lots of videos even trending on LinkedIn recently which are just talking heads to camera—people literally sat at their desks. Here are a few ideas to consider:
Diverse content types: Create how-to guide style videos, product demonstrations, thought leadership interviews, and educational series.
Optimise for search: Use relevant keywords in titles, descriptions, and tags to improve discoverability on video platforms.
Cross-promote: Share videos across other social media platforms and embed them in relevant blog posts or landing pages.
Engage with viewers: Respond to comments and use audience feedback to inform future content creation.
8. Direct outreach and Account-Based Marketing (ABM)
Last but by no means least. Direct outreach and ABM is making waves right now (when done right). We specialise in creating high-value nurture tracks for direct outreach and ABM, and here are a few top tips to consider.
Identify high-value targets: Use data and insights to pinpoint the most promising prospects or accounts. Create a list of your top 50 and try and hone in on specific pain points to make the content highly personalised. (More on this next.)
Personalised content: Create tailored content that addresses the specific challenges and needs of target accounts. We go as far as to research specific accounts and scour their latest investor reports, press releases, and LinkedIn posts to gain valuable insights our clients can provide expert insight into helping them with.
Multi-channel approach: Coordinate outreach across various channels (email, social media, direct mail) for maximum impact. For instance, you could decide on a key theme for a quarter, and ensure that the theme is consistently talked about across channels and outreach.
Measure and refine: It goes without saying, it’s key to track engagement and conversion metrics to continuously improve your ABM strategy.
This diversified strategy helps ensure your valuable content reaches the right decision-makers through multiple touchpoints, building brand awareness, trust, and ultimately driving business growth.
Implementing your diversified content distribution strategy
Now that we've explored eight powerful alternatives to SEO-centric content distribution, it's time to look at how to effectively implement these strategies and measure their success. Remember, the goal is to create a balanced approach that reduces reliance on search engines while maximising your reach to your target B2B audience.
Tips for implementing your strategy
1. Start small and scale: If you’re short on resources (who isn’t 🫣) don't try to implement all eight strategies at once. Begin with 1-3 that align best with your resources and audience preferences. As you gain traction, gradually incorporate others (or weed out those that don’t work for your audience.)
2. Create a content calendar: Develop a six-month content calendar that outlines what content will be distributed through which channels and when. This ensures consistency and helps manage resources effectively.
3. Repurpose content: Maximise the value of your content by repurposing it across different formats. For example, a webinar can be turned into a blog post, social media snippets, and a podcast episode.
4. Invest in quality: Regardless of the distribution channel, focus on creating high-quality, valuable content that addresses your audience's pain points and challenges.
5. Encourage cross-department collaboration: Involve sales, customer service, and product teams in your content creation process. Their insights can help ensure your content remains relevant and valuable to your target audience.
Continuous improvement
Regularly review your metrics and be prepared to adjust your strategy based on the data. Some key questions to ask:
- Which channels are driving the most valuable engagement?
- What types of content resonate best with your audience on each platform?
- Are there any channels that aren't providing a good return on investment?
- How can you optimise your top-performing content for even better results?
By systematically implementing these alternative strategies and rigorously measuring their performance, you can create a robust, diversified content distribution approach that reduces your dependence on SEO while effectively reaching and engaging your B2B audience.
Diversify your B2B content distribution
The decline in Google search effectiveness, as highlighted by Dmitri Brereton, has created both challenges and opportunities for B2B marketers. Let's recap the key takeaways:
⚠️The SEO-only approach is a huge risk: While SEO remains important, relying too much on search engine visibility is increasingly risky.
↗️Diversification is key: By using a mix of content distribution strategies—from LinkedIn marketing to podcasts, from email newsletters to account-based marketing—B2B companies can reach their audience through multiple touchpoints, reducing dependence on any single channel.
🫶Authenticity matters: In an era of information overload and scepticism, authentic, value-driven content distributed through trusted channels is more important than ever.
The most successful companies will be those that are agile, innovative, and focused on delivering genuine value to their audience.
If you need help with a diversified content distribution strategy we’d love to help.
We can uncover if you are too reliant on a single channel, surface all the untapped opportunities, and help you to execute across channels. Talk to us.