Hi Reader

This is the second weekly edition of the Building Rocket Ships newsletter, and this week I'm sharing a strategy for you to participate in a new SEO land grab.

What happened to SEO?

For decades, Google Search has been a reliable source of organic traffic, but this is almost over.

Why?

AI has taken over Google Search results, meaning Google is now generating responses for most queries.

We've entered the 'zero click' era, where consumers expect to go on to Google Search and have their questions answered by AI without ever having to click on a link.

The 2025 fallout has been absolutely dramatic, with legends of traditional SEO (like HubSpot) suffering a catastrophic collapse in inbound traffic.

Luckily, we have a solution though something we call SEO Reconfiguration, which is a three-step process to adapt a business's SEO process for the new world. It's been keeping us pretty busy with our clients this year.

In short, we believe that all real search is now taking place on social platforms like TikTok, YouTube, Instagram and LinkedIn.

Consumers still want human answers to their questions, but they now seek those answers on social platforms.

Here is the basis for our SEO Reconfiguration strategy, which you could either do yourself or get our help - we are offering to produce a FREE social search plan for your business.

First of all, imagine a world where Google Search hit a reset button, and all the big players who always ranked within your niche suddenly lost their ranking advantage?

Meanwhile, in this same new world, imagine you could jump in and immediately compete on a level playing field.

That IS what is happening - but Google Search is no longer the relevant platform.

What we are seeing right now is a new SEO land grab, and I urge you to participate. Here's how:

1. Understand all the keywords that your business previously ranked for in traditional search, as well as keywords competitors have traditionally targeted. Build a database of both.
2. Research the niche you are targeting on each social platform, learn more about the videos being surfaced by these platforms for different search queries, and build out the database to include these new findings.
3. Use the database with this extensive new list of search queries, and make short-form videos to answer each search term. Use platform-specific SEO tactics to achieve best results across the platforms.

Follow the above three steps, post the hundreds of videos answering the search terms, and you'll very quickly find you have renewed your search reach - and perhaps even improved on your organic Google Search traffic.

I hope you find this useful.

Shaun

P.S. - I've put together a more in-depth guide to our SEO Reconfiguration process on our website - also in video format for those who refer that medium.

Our SEO Reconfiguration Process: Learn More