The Rankable Podcast

The New Google Search Generative Experience

Featuring Barry Schwartz

In episode 109, Barry Schwartz joins the show to share his key highlights and takeaways from the recent Google I/O event.

We explore the potential impact of Google’s new Search Generative Experience, discuss first impressions from the SEO community, and analyze how these advancements will shape the future of SEO and content creation.

Barry also shares thoughts on the delicate balance between factuality and fluidity in AI chatbots and how Google’s Perspectives initiative will impact the SERPs. 

Episode Time Stamps

  • [0:00] Intro

  • [1:46] Biggest Takeaways from Google I/O

  • [3:13] Bard’s True Purpose

  • [5:44] How will the Generative Search Experience Roll Out?

  • [8:47] How Will This Impact Ads?

  • [10:25] Factuality vs Fluidity in AI Chatbots

  • [13:07] Is Perspectives an Answer to the Issue of Factuality?

  • [15:35] How Does the SEO Community Feel About the Google I/O Event?

  • [19:37] How Can Google Balance It All?

  • [21:00] How Will This Impact eCommerce?

  • [23:55] What Should SEOs Be Paying Attention to?

  • [25:53] The Opportunities in Google’s AI Ecosystem

  • [27:45] How Will AI Make SEOs Jobs Easier & Harder

  • [29:28] Biggest Surprises from Google I/O

  • [32:16] Mobile vs Desktop For the Google Search Experience

  • [36:13] Improvements and Reporting Speculation for Google Search Console

  • [38:22] Will Google Continue to Dominate the Market

  • [40:47] Rapid Fire Rankings 

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This Week's guests

Barry Schwartz

Company: Rusty Brick

Title: CEO

Bio: Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.

Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 19 years. Barry is also the News Editor at Danny Sullivan‘s Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events. Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft’s Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the “US Search Personality Of The Year,” you can learn more over here. Please also see my writer disclosures and disclaimers page.

Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society. He, his wife and children live in the New York area.

Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BuinessWeek,, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands on experience in web strategy, marketing and business optimization.

To hire Barry for a site consultation please visit our search marketing consultation page to learn more about rates and how to hire Barry. Barry also offers search marketing and SEO expert witness servicesboth on a consultancy and testifying basis.




Rank your top anything:

  • SEO

  • Development
  • Apps

Rank what you love most about SEO as an industry:

The community.

Rank your top 1-3 marketers:

  • Danny Sullivan
  • Matt Cutts

Rank your top cause or charity:

Anybody that feeds people who can’t afford to put food on the table.

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.