K
Katie Austin
Guest
ICYMI: Neil Patel catches up with 10 Minute Martech and explains why search is no longer just SEO.
“There are 45.1 billion searches a day on the internet.”
Let that sink in for a minute.
In this episode of 10 Minute Martech, Neil Patel, co-founder of NP Digital and one of the most recognized names in marketing, joins host Sara Faatz to break down a major shift in how we think about discoverability.
Forget traditional SEO. According to Neil, the real game now is Search Everywhere Optimization.
From Instagram and TikTok to Amazon, AI assistants and app stores, he explains why showing up everywhere your audience searches is now non-negotiable. He also calls out the hype around AI-generated content, reveals where the real ROI lies and makes the case that brand—not tech—is your only lasting advantage in an industry that’s ever-changing and always evolving.
From fine-tuning your stack or rethinking your entire strategy, Neil summarizes in a nutshell the complete reframing of what it means to stand out and challenges how you think and how you show up.
Neil cuts through the noise to focus on what actually works: building multi-platform visibility, using AI with intent (not just trend-chasing) and anchoring your efforts in brand above all else.
His insights are sharp, practical and grounded in real-world experience, making this a must-listen for anyone ready to move past surface-level martech talk and into something real.
Neil doesn’t just tweak SEO, he redefines it.
Visibility isn’t about ranking on Google anymore. It’s about showing up everywhere people search.
“Search has changed from search engine optimization to search everywhere optimization.”
That’s the stat Neil opens with. Every day. Across platforms.
“Google might be 8.5 billion, but Instagram alone has 6 billion. Why wouldn’t you want to be found there too?”
Want to be surfaced by an AI model? The rule: short, sharp, sourceable.
“If you answer a question with a five-paragraph response, you’re less likely to be shown.”
Register Now
Your website isn’t your only digital front door.
“It might be TikTok. A chatbot. An app. Voice search. It’s not either/or—it’s all of it.”
Neil’s team ran the numbers:
“Human-written content got 5.44x more traffic than AI-generated content.”
Tempted to outsource your content to a bot? Maybe don’t.
Forget the shiny image generators. AI shines behind the scenes.
“Real-time analytics. Media spend optimization. It’s not sexy—but it saves serious money.”
Today’s user journey can be messy to track, and marketers are losing visibility as a result.
“People bounce between email, search, YouTube, social, and it might take six months before they buy. Attribution is broken.”
Want to be found by search engines and AI? Stay current.
“Microsoft said how up to date your content is affects how AI pulls from your site. Wikipedia ranks because it’s constantly refreshed.”
Typing is already old-school for Gen Alpha.
“They’re growing up using voice as the default. We’re the ones who are backwards.”
Products can be copied. Tools are shared. The brand is what’s left.
“If you don’t build that brand, you won’t do well in the long run … Give it 10 years. Most people won’t.”
“Brand is the only real moat left.”
In a martech world where tools, tactics and even products can be copied overnight, Neil argues that brand is the last true differentiator. Technology stacks are increasingly accessible. Campaign strategies can be reverse engineered. But a strong brand? That’s earned.
It’s what drives trust, loyalty and long-term growth, and it’s the one thing your competitors can’t steal. Neil’s advice? Invest in your brand, go omnichannel and be patient. Real brand equity takes time—10 years, to be exact.
If you’re looking to sharpen your thinking and stay ahead of the curve, here’s what’s on Neil’s mental bookshelf:
He also dedicates a few hours a day to articles from leading business and tech publications.
His go-tos? Search Engine Land, CNBC, The Economist and Business Insider.
A solid mix of marketing, economic and innovation-focused reporting that fuels both strategic thinking and real-world application.
Sara sits with Pam Didner, B2B Marketing Consultant at Relentless Pursuit, to discuss the Power (and Pitfalls) of AI in Modern Marketing.
Want to keep reading in the meantime? …
Here’s the full transcript to keep you transfixed. Every insight, every quote, unedited and unforgettable.
Intro:
What really separates one business from another is not even product or service. Building that brand really separates you. And if you don’t build that brand, you won’t do well in the long run.
We are witnessing the technology evolution in front of us. We don’t know what outcome, we don’t know how far it will go. We just know that train has left the train station. It’s just going to get harder and harder to make tech decisions.
You need less tech, not more. You need the right tools. Make your bets on fewer things and lean into them to be more successful.
Sara Faatz:
I’m Sara Faatz, and I lead awareness and community at Progress. And this is 10 Minute Martech.
Neil Patel:
There are 45.1 billion searches a day on the internet. And this is why we believe search has changed from search engine optimization to search everywhere optimization. We’re optimizing for the social channels—the list goes on and on.
What really separates one business from another is not even product or service. Building that brand really separates you. And if you don’t build that brand, you won’t do well in the long run.
Sara Faatz:
That’s Neil Patel, co-founder at Neil Patel Digital.
So Neil, let’s jump in. You once said we should stop thinking about SEO as search engine optimization and start thinking about it as search everywhere optimization. Can you break that down a little for us?
Neil Patel:
Quick stat for you, there are 45.1 billion searches a day on the internet. There’s Google, there’s Instagram, there’s Baidu, there’s Amazon, the list goes on. Google has the most, at 8.5 billion searches a day. Apple has probably the least, at 500 million a day.
To give you context: Google controls 18%+ of the market share. It’s a big chunk, but not the only chunk. Instagram itself has 6+ billion searches a day.
If someone’s searching for a purse, sure, they can find it on Google—but why wouldn’t you want to be found on Instagram, TikTok, or even have ChatGPT recommend your brand?
That’s why we believe the shift is from search engine optimization to search everywhere optimization. You need to be optimizing across social channels, app stores, traditional search engines, marketplaces like eBay and Amazon—the list goes on.
Sara Faatz:
It seems like the way people are searching has changed too. They’re asking questions instead of typing keywords. How does that change content creation?
Neil Patel:
It’s all about being specific and concise. Short answers, then go deeper.
If you give a clear, direct answer, you’re more likely to be cited by AI models or show up in featured results. But if your answer is five paragraphs deep and you need all five to understand it, you’re less likely to be surfaced.
Sara Faatz:
When looking at websites, what should people focus on?
Neil Patel:
Start with keyword research—tools like Ubersuggest or AnswerThePublic help with long-tail queries. Then answer questions quickly and clearly.
Keep researching to find related topics your audience cares about and include them in your content. Also, keep your site up to date.
Microsoft said recency affects whether AI pulls from your site. Wikipedia ranks for everything because it’s constantly updated.
Sara Faatz:
Let’s look ahead to 2030. What will websites or digital experiences look like?
Neil Patel:
Websites aren’t going away—they’re still valuable—but now your storefront might be Amazon, TikTok, Instagram, even voice search.
Many companies already treat their mobile app as the main storefront. Uber is a great example. And AI + voice is becoming huge. Kids are using voice before they even learn to type. That’s going to be normal.
Sara Faatz:
What’s keeping you up at night from a MarTech perspective?
Neil Patel:
Attribution.
It’s not just someone clicking an ad and buying anymore. They see you on Instagram, then search, then click an ad, then join your list, then get an email, then see a YouTube video… It might take six months before they purchase.
How do you track that journey across multiple channels? And how do you do it with privacy constraints? That’s the hard part.
Sara Faatz:
Let’s hit on AI again. What’s the most useful application today—and what should people avoid?
Neil Patel:
Avoid using AI just to mass-produce content. It doesn’t perform well.
We ran a study: 744 articles across 68 sites—half written by AI, half human-edited. Human content got 5.44x more traffic.
Best use of AI? Analytics. Real-time data helps cut waste. Digital ad spend waste is in the tens of billions—AI can help with that.
It’s not glamorous, but it saves money.
Sara Faatz:
What are you reading right now? Any must-reads for marketers?
Neil Patel:
I travel a lot, so I’m reading articles more than books. But a few I always recommend:
I also read CNBC, Bloomberg, The Economist, Search Engine Land, and Business Insider daily.
Sara Faatz:
Final words as marketers look ahead to 2025?
Neil Patel:
Build a brand.
That’s the only real moat left.
Products can be copied. Campaigns can be cloned. Tech stacks are accessible. But your brand? That’s yours. That’s what drives loyalty and word of mouth.
And brand takes time.
Give it 10 years.
The first few years build traction. Year 10 is when it really flies—if you stick with it.
Sara Faatz:
You can follow Neil on LinkedIn and catch more episodes of 10 Minute Martech across Spotify, YouTube, and Apple Podcasts.
Thanks for listening!
Continue reading...
“There are 45.1 billion searches a day on the internet.”
Let that sink in for a minute.
In this episode of 10 Minute Martech, Neil Patel, co-founder of NP Digital and one of the most recognized names in marketing, joins host Sara Faatz to break down a major shift in how we think about discoverability.
Forget traditional SEO. According to Neil, the real game now is Search Everywhere Optimization.
From Instagram and TikTok to Amazon, AI assistants and app stores, he explains why showing up everywhere your audience searches is now non-negotiable. He also calls out the hype around AI-generated content, reveals where the real ROI lies and makes the case that brand—not tech—is your only lasting advantage in an industry that’s ever-changing and always evolving.
From fine-tuning your stack or rethinking your entire strategy, Neil summarizes in a nutshell the complete reframing of what it means to stand out and challenges how you think and how you show up.
Neil cuts through the noise to focus on what actually works: building multi-platform visibility, using AI with intent (not just trend-chasing) and anchoring your efforts in brand above all else.
His insights are sharp, practical and grounded in real-world experience, making this a must-listen for anyone ready to move past surface-level martech talk and into something real.
Neil Patel’s 10 Memorable Moments on 10 Minute Martech
1. SEO Is Dead. Long Live SEO.
Neil doesn’t just tweak SEO, he redefines it.
Visibility isn’t about ranking on Google anymore. It’s about showing up everywhere people search.
“Search has changed from search engine optimization to search everywhere optimization.”
2. 45.1 Billion Searches a Day. Let That Sink In.
That’s the stat Neil opens with. Every day. Across platforms.
“Google might be 8.5 billion, but Instagram alone has 6 billion. Why wouldn’t you want to be found there too?”
3. AI Favors the Clear and Concise.
Want to be surfaced by an AI model? The rule: short, sharp, sourceable.
“If you answer a question with a five-paragraph response, you’re less likely to be shown.”
Register Now
4. The Storefront Has Splintered.
Your website isn’t your only digital front door.
“It might be TikTok. A chatbot. An app. Voice search. It’s not either/or—it’s all of it.”
5. Human Content > AI Content (By a Lot)
Neil’s team ran the numbers:
“Human-written content got 5.44x more traffic than AI-generated content.”
Tempted to outsource your content to a bot? Maybe don’t.
6. AI’s Real Value? The Boring Bits.
Forget the shiny image generators. AI shines behind the scenes.
“Real-time analytics. Media spend optimization. It’s not sexy—but it saves serious money.”
7. You Can’t Attribute What You Can’t Track.
Today’s user journey can be messy to track, and marketers are losing visibility as a result.
“People bounce between email, search, YouTube, social, and it might take six months before they buy. Attribution is broken.”
8. Recency Matters More Than You Think.
Want to be found by search engines and AI? Stay current.
“Microsoft said how up to date your content is affects how AI pulls from your site. Wikipedia ranks because it’s constantly refreshed.”
9. Voice Search Is the Next Native.
Typing is already old-school for Gen Alpha.
“They’re growing up using voice as the default. We’re the ones who are backwards.”
10. Brand Is the Last True Moat.
Products can be copied. Tools are shared. The brand is what’s left.
“If you don’t build that brand, you won’t do well in the long run … Give it 10 years. Most people won’t.”
Neil’s Martech Hot Take
“Brand is the only real moat left.”
In a martech world where tools, tactics and even products can be copied overnight, Neil argues that brand is the last true differentiator. Technology stacks are increasingly accessible. Campaign strategies can be reverse engineered. But a strong brand? That’s earned.
It’s what drives trust, loyalty and long-term growth, and it’s the one thing your competitors can’t steal. Neil’s advice? Invest in your brand, go omnichannel and be patient. Real brand equity takes time—10 years, to be exact.
Neil’s Recommended Reading List
If you’re looking to sharpen your thinking and stay ahead of the curve, here’s what’s on Neil’s mental bookshelf:
- The Dip by Seth Godin – A guide to knowing when to stick with a strategy and when to quit with purpose.
- Art of the Start by Guy Kawasaki – Essential reading for anyone launching, building or pivoting with agility.
- Principles by Ray Dalio – A deep dive into decision-making frameworks, useful for marketers juggling data and intuition.
He also dedicates a few hours a day to articles from leading business and tech publications.
His go-tos? Search Engine Land, CNBC, The Economist and Business Insider.
A solid mix of marketing, economic and innovation-focused reporting that fuels both strategic thinking and real-world application.
Listen to the 10 Minute Martech Episode Now
Next Up in the 10 Minute Martech Series!
Sara sits with Pam Didner, B2B Marketing Consultant at Relentless Pursuit, to discuss the Power (and Pitfalls) of AI in Modern Marketing.
Want to keep reading in the meantime? …
Full Episode Transcript: Neil Patel
Here’s the full transcript to keep you transfixed. Every insight, every quote, unedited and unforgettable.
Intro:
What really separates one business from another is not even product or service. Building that brand really separates you. And if you don’t build that brand, you won’t do well in the long run.
We are witnessing the technology evolution in front of us. We don’t know what outcome, we don’t know how far it will go. We just know that train has left the train station. It’s just going to get harder and harder to make tech decisions.
You need less tech, not more. You need the right tools. Make your bets on fewer things and lean into them to be more successful.
Sara Faatz:
I’m Sara Faatz, and I lead awareness and community at Progress. And this is 10 Minute Martech.
Neil Patel:
There are 45.1 billion searches a day on the internet. And this is why we believe search has changed from search engine optimization to search everywhere optimization. We’re optimizing for the social channels—the list goes on and on.
What really separates one business from another is not even product or service. Building that brand really separates you. And if you don’t build that brand, you won’t do well in the long run.
Sara Faatz:
That’s Neil Patel, co-founder at Neil Patel Digital.
So Neil, let’s jump in. You once said we should stop thinking about SEO as search engine optimization and start thinking about it as search everywhere optimization. Can you break that down a little for us?
Neil Patel:
Quick stat for you, there are 45.1 billion searches a day on the internet. There’s Google, there’s Instagram, there’s Baidu, there’s Amazon, the list goes on. Google has the most, at 8.5 billion searches a day. Apple has probably the least, at 500 million a day.
To give you context: Google controls 18%+ of the market share. It’s a big chunk, but not the only chunk. Instagram itself has 6+ billion searches a day.
If someone’s searching for a purse, sure, they can find it on Google—but why wouldn’t you want to be found on Instagram, TikTok, or even have ChatGPT recommend your brand?
That’s why we believe the shift is from search engine optimization to search everywhere optimization. You need to be optimizing across social channels, app stores, traditional search engines, marketplaces like eBay and Amazon—the list goes on.
Sara Faatz:
It seems like the way people are searching has changed too. They’re asking questions instead of typing keywords. How does that change content creation?
Neil Patel:
It’s all about being specific and concise. Short answers, then go deeper.
If you give a clear, direct answer, you’re more likely to be cited by AI models or show up in featured results. But if your answer is five paragraphs deep and you need all five to understand it, you’re less likely to be surfaced.
Sara Faatz:
When looking at websites, what should people focus on?
Neil Patel:
Start with keyword research—tools like Ubersuggest or AnswerThePublic help with long-tail queries. Then answer questions quickly and clearly.
Keep researching to find related topics your audience cares about and include them in your content. Also, keep your site up to date.
Microsoft said recency affects whether AI pulls from your site. Wikipedia ranks for everything because it’s constantly updated.
Sara Faatz:
Let’s look ahead to 2030. What will websites or digital experiences look like?
Neil Patel:
Websites aren’t going away—they’re still valuable—but now your storefront might be Amazon, TikTok, Instagram, even voice search.
Many companies already treat their mobile app as the main storefront. Uber is a great example. And AI + voice is becoming huge. Kids are using voice before they even learn to type. That’s going to be normal.
Sara Faatz:
What’s keeping you up at night from a MarTech perspective?
Neil Patel:
Attribution.
It’s not just someone clicking an ad and buying anymore. They see you on Instagram, then search, then click an ad, then join your list, then get an email, then see a YouTube video… It might take six months before they purchase.
How do you track that journey across multiple channels? And how do you do it with privacy constraints? That’s the hard part.
Sara Faatz:
Let’s hit on AI again. What’s the most useful application today—and what should people avoid?
Neil Patel:
Avoid using AI just to mass-produce content. It doesn’t perform well.
We ran a study: 744 articles across 68 sites—half written by AI, half human-edited. Human content got 5.44x more traffic.
Best use of AI? Analytics. Real-time data helps cut waste. Digital ad spend waste is in the tens of billions—AI can help with that.
It’s not glamorous, but it saves money.
Sara Faatz:
What are you reading right now? Any must-reads for marketers?
Neil Patel:
I travel a lot, so I’m reading articles more than books. But a few I always recommend:
- The Dip by Seth Godin
- Art of the Start by Guy Kawasaki
- Principles by Ray Dalio
I also read CNBC, Bloomberg, The Economist, Search Engine Land, and Business Insider daily.
Sara Faatz:
Final words as marketers look ahead to 2025?
Neil Patel:
Build a brand.
That’s the only real moat left.
Products can be copied. Campaigns can be cloned. Tech stacks are accessible. But your brand? That’s yours. That’s what drives loyalty and word of mouth.
And brand takes time.
Give it 10 years.
The first few years build traction. Year 10 is when it really flies—if you stick with it.
Sara Faatz:
You can follow Neil on LinkedIn and catch more episodes of 10 Minute Martech across Spotify, YouTube, and Apple Podcasts.
Thanks for listening!
Continue reading...