Podcraft | How To Run A Great Podcast

The landscape of online search is changing rapidly. While roughly 60% of Google searches now end without a click (known as "zero-click searches"), we discuss how this trend has actually been evolving for years - it's not just about AI.Key points from our conversation:Search behaviours have been changing gradually - Google has long provided direct answers for weather, sports scores, currency exchange, etc.Content in the "middle ground" struggles most - generic, shallow content that doesn't fully answer questions.The "barbell approach" to content creation: Focus on either high-utility, data-rich content OR uniquely human content (stories, experiences, opinions)Distribution is becoming decentralized - YouTube, TikTok, and Reddit are becoming search engines in their own right.Recommendation algorithms are replacing traditional search in many contexts.Content sites aren't dying, but their role is evolving more toward conversion rather than discovery.We also touched on how podcasting fits into this changing landsca