Major Shifts in Search and SEO for Authors
Google’s Market Share Slips Below 90%
For the first time since 2015, Google’s search market share has fallen below 90%, marking a potentially historic shift in how people find information online. This decline signals what could be the beginning of a major transformation in search behavior, with AI tools increasingly becoming the preferred method for finding answers.
“Google became a verb. Googling it became a verb. Now people are ‘grokking’ it,” explains Jonathan Sugar, noting that users are finding it more efficient to ask AI tools directly rather than sifting through Google’s blue links.
Thomas Umstattd attributes this shift to two key factors:
- Google searches are getting worse: Many users are frustrated with declining search quality and increasing ads, often adding “Reddit” to their searches to find more authentic results.
- AI is getting better: AI tools like Grok can now provide direct, comprehensive answers to complex queries. Umstattd shared how he used Grok to analyze and rank Vellum’s fonts by page density rather than having to manually research and calculate this information.
For authors, this shift represents both a challenge and an opportunity. Experimenting with AI search tools like Grok’s deep search can provide valuable research capabilities that traditional search engines can’t match.
The Yoast SEO Update: What Authors Need to Know
The latest Yoast SEO update highlights several critical changes to how content gets discovered online. Here are the key takeaways for authors:
Pinterest’s Rising Importance for Gen Z
- 39% of Gen Z users are turning to Pinterest for shopping
- Authors targeting younger audiences should consider Pinterest marketing
Semantic SEO vs. Keyword Optimization
- AI is now analyzing entire topics rather than just keywords
- “Topical clustering” has replaced simple keyword matching
- Content should be structured, clear, and rich with contextual data
Thomas Umstattd explains this shift using a helpful analogy: “Early AIs were like dogs that could only recognize individual words like ‘walk’ in a conversation. New AIs are more like toddlers who understand context and meaning.”
Social Media Platform Shifts
- Instagram, Facebook, and TikTok have minimal impact on AI discovery
- Goodreads and Pinterest have become surprisingly important
- Authors should be cautious about investing too heavily in any single platform
ChatGPT’s Shopping Features
- ChatGPT has risen from the 15th to the 5th most visited site on the web
- New shopping search features will soon include advertising
- Being the top answer for relevant queries will become increasingly valuable
Content Structure for AI
- Use proper punctuation to help AI tokenize your content correctly
- When interacting with AI, use short, declarative sentences separated by periods
- Consistent URL structures for images help preserve your “crawl budget”
The Post-Click SEO Era
- Google AI Overviews is now reaching 1.5 billion users monthly
- Information-based content is being summarized directly in search results
- Interactive content (videos, FAQs) is becoming essential
- Visibility of your topic may matter more than click-through rates
OpenAI’s Partnership with Jony Ive
OpenAI is partnering with Jony Ive, the designer behind the iPhone and MacBook, to create what they’re describing as a “third groundbreaking option in technology.” While details remain scarce, rumors suggest it could be a wearable device or even an “implantable” technology.
Umstattd expressed skepticism about the long-term success of this collaboration: “When Steve Jobs was alive, the two of them made beautiful music… And then Steve Jobs died and there was no one to tell Jony Ive no.”
Fabricated Book Blurbs Controversy
Author Isa Koh recently revealed on BlueSky that multiple books are being published with endorsement blurbs she never wrote. Harper Collins has been implicated and is blaming AI for these fabricated endorsements.
This situation highlights the growing problem of “reputation theft,” where someone’s identity or brand is co-opted without permission. Authors should be vigilant about protecting their reputation and monitoring where their name appears.
Melania Trump’s AI-Generated Audiobook
Former First Lady Melania Trump has released her memoir with an AI-generated audiobook using a clone of her own voice. This represents a strategic marketing decision that turns a potential weakness (English being her second language) into a strength.
Umstattd notes this could accelerate the adoption of AI-narrated audiobooks: “If it’s good enough for the First Lady, it’s good enough for me. I think this is going to normalize [AI audiobooks].” While human narration remains preferable for quality, AI narration is better than having no audiobook at all.
The technology behind this audiobook comes from Eleven Labs, which is considered one of the higher-quality voice cloning services despite its higher price point.
AI Relationships and Social Connections
Mark Zuckerberg recently predicted that AI friends will soon outnumber real ones, raising concerns about the future of human relationships.
AI companions offer several advantages:
- Always available and supportive
- Never tired or emotionally drained
- More affordable than human professionals like therapists
However, Umstattd expressed concern about this trend: “AI replacing human relationships… is one of the scarier uses of AI.” He noted that the population decline many countries are experiencing could be exacerbated by people forming primary relationships with AI rather than other humans.
Practical Takeaways for Authors
- Optimize for AI discovery: Create rich, contextual content that addresses topics comprehensively rather than focusing solely on keywords.
- Consider Pinterest marketing: Especially if targeting younger audiences.
- Create interactive content: Videos, FAQs, and other engaging formats will become increasingly important.
- Use proper punctuation and structure: This helps AI tools understand and properly represent your content.
- Watch for advertising opportunities: As AI platforms introduce advertising options, authors should be ready to position their books where readers are making decisions.
- Protect your reputation: Monitor where your name appears and be vigilant about unauthorized endorsements.
- Consider AI narration: While not ideal, AI-narrated audiobooks are better than having no audiobook presence at all.
The publishing landscape is changing rapidly with these technological shifts. Authors who understand and adapt to these changes will be better positioned to reach their audiences in the coming years.
Opera Unveils Neon: A Revolutionary AI-Powered Browser
Opera has introduced Neon, a new AI-powered “agentic browser” designed to perform tasks on behalf of users. This innovative browser offers full contextual awareness and can handle various functions including researching, building, and designing based on user needs.
What Makes Neon Different
Neon aims to automate repetitive tasks that users typically perform manually, such as visiting multiple webpages and copying/pasting information. This browser represents a significant step forward in how AI can assist with everyday browsing activities.
Currently, Neon is available by invitation only. Those interested can join the waiting list through links provided in the blog version of the Author Update episodes.
Not a Literary Agent: Thomas Umstattd’s New Tool
Thomas Umstattd has launched a new AI tool called “Not a Literary Agent” designed to help authors with contract reviews and literary agent-type questions. While explicitly not a replacement for actual literary agents or legal counsel, the tool can:
- Review publishing contracts to identify potential issues
- Draft letters requesting rights reversions based on contract clauses
- Explain contract terms in understandable language
- Provide career advice and negotiation assistance
This tool is available free to patrons at authormedia.com under the resources section in the patron toolbox.
The Debate Over Third-Person Omniscient Narration
A recent viral post on X (formerly Twitter) claimed “Teens don’t read third-person omniscient anymore,” attributed to a literary agent. This sparked numerous memes and debate within the writing community.
The underlying claim suggests the publishing industry has shifted heavily toward first-person POV, particularly in young adult literature. Some observations about this trend:
- First-person POV may be easier to write as it limits perspective to one character
- Self-publishing platforms have enabled more first-person narratives
- Complex third-person omniscient narration (like in Dune or Lord of the Rings) may be challenging for some newer readers
- Literary agents often make intuitive rather than evidence-based claims about reader preferences
Thomas Umstattd notes that literary agents frequently make sweeping statements without substantial evidence. He suggests that the preference for first-person narration in young adult literature might be more about following successful formulas (like The Hunger Games) rather than an inherent preference among teenagers.
For those wanting to write for young audiences, the most valuable approach is direct interaction with actual young people, such as volunteering with youth groups.
Reality TV Star Gets Major Book Deal
Luke Bateman, a star from The Bachelor, recently secured a two-book deal just 30 days after gaining popularity on BookTok. This has caused frustration among many authors on social media who have spent years building their craft.
Publishers often lose money on 60-80% of the books they publish, making celebrity authors with built-in audiences less risky investments. Even if the quality isn’t exceptional, name recognition can help a book break even financially. However, social media fame often doesn’t last long enough to translate into sustainable book sales.
Lilo & Stitch Remake Controversy
The live-action remake of Lilo & Stitch has angered many fans with its ending, which contradicts the core message of the original animated film. In the new version, Lilo is taken away by Child Protective Services, and the “ohana” concept that made the original so beloved is undermined.
This situation highlights an important lesson for authors about endings: while a story might receive positive initial reactions, how audiences feel upon reflection matters more for long-term success and word-of-mouth recommendations. A cheap or unsatisfying ending might work in the moment but can damage audience perception over time.
Conservative Book Banning Controversy
Author Matt Walsh has spoken out about how his children’s book was allegedly banned by various outlets as part of what he describes as targeted harassment by left-leaning entities. His book, which critiques aspects of transgender ideology, has faced distribution challenges.
This raises questions about the power dynamics between major corporations like Amazon and Barnes & Noble and their role in determining which books reach the marketplace. While “banned books” displays often highlight certain titles, other books may be excluded entirely from major retailers.
The situation reflects broader concerns about corporate power in publishing and the importance of having diverse distribution channels available to authors of all perspectives.
