The landscape of search is evolving, with users increasingly opting for diverse platforms beyond Google, such as TikTok, YouTube, and Amazon. This shift is not solely attributed to the rise of artificial intelligence tools like ChatGPT; rather, it reflects a broader trend among younger generations who are exploring various search destinations. Despite these changes, Google remains a dominant force in the search engine market, and many users still turn to it for verification and deeper insights after initial searches on other platforms. Mike King, founder of iPullRank, emphasized at the Content Entrepreneur Expo (CEX) that while the search environment is diversifying, content creators should not overlook the importance of optimizing for Google. He noted that the current search landscape requires a multi-channel approach, where content must be tailored for various search engines. This includes revisiting older SEO strategies, such as keyword optimization, but with a modern twist that aligns with current search behaviors. King highlighted the necessity of optimizing content based on performance metrics, advocating for a systematic approach to content management. He referenced Aleyda Solis’ flow chart for evaluating website content, which begins by assessing whether the content provides value. This process helps identify which content to keep, revise, or eliminate. King introduced his own method for determining a piece of content's potential, known as the Content Potential Ranking (CPR). This involves analyzing content that has seen a decline in performance and using tools like Semrush and Google Search Console to gather data on keywords and landing pages. Once content is evaluated, it can be categorized as keep, revise, kill, or review based on its CPR score. For content marked for revision, King recommended several strategies: reviewing related content, incorporating co-occurring keywords, providing unique insights, addressing common questions, restructuring with relevant headings, and updating metadata. If content is deemed to be of little value, rather than deleting it outright, King suggested using "noindex" and "nofollow" tags to manage its visibility while still retaining it for potential future use. In summary, while the search landscape is changing, Google continues to play a crucial role. Content entrepreneurs must adapt their strategies to optimize for multiple platforms while still prioritizing Google’s search algorithms. By focusing on data-driven content management and employing effective SEO practices, creators can enhance their visibility and engagement across various search channels.