Nick Musica was running a CBD publisher when Google's May 2019 algorithm update wiped his traffic overnight—dropping from page 1 to oblivion. With four weeks until he'd need to fire his entire team, he made a decision that would never make it into a Harvard Business Review case study: quit with zero contracts lined up and figure it out as he went.
AEO vs SEO: The Numbers Don't LieWhen answer engines drive 1% of traffic and traditional search drives 16%, where should your budget actually go? Nick dismantles the AEO hype with real traffic data and marketing mix strategy.
The "Zero Contracts" Launch StrategyHow quitting his job with literally no clients lined up led to 60 billable hours per week within two weeks. His entire business plan: "I'm going to make this work."
When SEO Becomes Your Business Model (The Risk)Why affiliate sites and publishers live and die by algorithm updates, and how to build a more resilient business that uses SEO as a channel, not a crutch.
AI Content's Fatal FlawThe "vanilla problem" with AI-generated content and why it's creating a race to mediocrity in search results. Spoiler: Google can detect patterns.
From SEO Consultant to Executive CoachThe Harrison Assessment revelation that changed everything, and why most "SEO problems" are actually organizational dysfunction in disguise.
💬 Drop your truth: What percentage of your marketing budget is going to AI hype versus proven channels like SEO? Be honest in the comments.
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00:00 — Intro: Google algorithm wipes CBD publisher overnight02:15 — The "I'm going to make it work" business plan (zero clients to 60 hours/week)03:35 — Digital marketing background since 2003, SEO agency journey04:22 — $6K/month SEO firm disaster & pivot to training06:28 — SEO career evolution & learning from Shari Thurow mentorship08:15 — Google algorithm changes & position sensitivity explained10:12 — Why using SEO as your business model is dangerous (affiliates/publishers)11:35 — AI overviews as billboard advertising vs click-generating funnels13:42 — Answer engines are just SERP extensions, not replacements15:15 — "Shitty SEO" reality check — the basics still haven't changed18:28 — The AEO vs SEO debate: structure for readers, not algorithms20:45 — Marketing mix truth bomb: 16% SEO traffic vs 1% ChatGPT traffic23:28 — AI-generated content's "vanilla problem" & detection patterns26:15 — Local SEO simplification: focus on Google Business Profile fundamentals29:42 — Marketing mix strategy: balancing short-term wins vs long-term growth32:15 — Direct response crisis mode for lawyers & real estate agents35:08 — SEO timeline expectations: process vs performance metrics38:22 — Coaching transition story via Harrison Assessment behavioral tool41:35 — Organizational dysfunction masking itself as "SEO problems"44:08 — Identity shift: from "SEO guy who coaches" to "coach who runs SEO"