Category: In the News

There was a time when landing on the first page of Google meant you were in business. Traffic followed, strategies scaled, and entire models were built on the back of those clicks.

That foundation is cracking. The era of “Google Zero” — industry shorthand for a world where Google keeps users inside its own walls — is here. At the center of it: AI Overviews. Years of SEO strategy are now colliding with a system dishes to answer, not refer. The result: for many publishers traffic is slowing — and in some cases falling off entirely.

Here’s where things stand. 

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The business of being a creator isn’t a solo show. They have become full-on productions.

In the two decades since YouTube’s debut, creators such as Smosh’s Ian Hecox as well as Mythical Entertainment’s Rhett McLaughlin and Link Neal have helped to map out the path to becoming full-time creators. They have built out teams and eventually entire companies around themselves.

Now other creators like Dhar Mann and Savanah Moss are following suit by erecting what are effectively the new generation of Hollywood studios and production companies. Meanwhile, the likes of McLaughlin, Neal and Hecox are charting the next phases of the creator career trajectory, as covered in the video below.

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