Boring doesn't stop the scroll. Here's what does.

If your content doesn't stop the scroll, it's not because your packing-orders Reel lost to a better one. It lost to the four hundred similar versions that came before it, which had already taught her that packing videos contain nothing new.

When content lands flat, the instinct is to assume it wasn't good enough, and the remedy that follows is usually more of the same, done more carefully. But a woman scrolling isn't evaluating your content. She's pattern-matching at enormous speed, and the only question her brain is answering is whether she's seen this shape before.

The same standard now applies on a second front, for entirely different reasons. A retrieval system won't cite your page if it can already get the same thing elsewhere, and Google's first official guide to generative AI search says so about as plainly as Google says anything.

In this episode Cath unpacks why posting more consistently so often changes nothing, what Google actually said about non-commodity content, why the claim circulating about AI-generated content isn't quite right, and the one input that can be neither generated nor copied.

In this episode

• Why "post more consistently" so often changes nothing

• What Google actually said about non-commodity content, and what it didn't say about AI

• The difference between a founder bio and an origin catalyst

• Why most brands tell the wrong story entirely

• The myths you can stop worrying about: llms.txt, chunking, structured data

• The single question to run every piece of content through before you publish

Links

Google Search Central, Optimizing your website for generative AI features on Google Search: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide

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