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No Date = No AI Love. The End of Evergreen Content! Jay’s SCOOP | Ep. 423

Michael GuinooOctober 3, 20251 min read

Marketing’s old “set it and forget it” strategy just got flipped on its head. Jay Schwedelson breaks down why evergreen content isn’t enough anymore and how AI models like ChatGPT, Gemini, and Claude are forcing us to rethink everything. From adding dates and updates to your reports to re-labeling consumer guides for maximum visibility, he explains why recency is now the real SEO power play.

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Best Moments:

(00:37) Why evergreen content used to dominate but no longer works in the AI era

(01:22) How large language models prioritize recency over everything else

(02:38) Why stale website pages are invisible to AI citations

(03:15) The 50% boost from simply adding dates or “updated” to your content titles

(04:15) Practical B2B examples like renaming reports with quarters and years

(05:37) Consumer content tricks like “Holiday 2025 Gift Guide” or “Winter 2025 Style Guide”

(07:01) Jay vents about neighbors putting up Halloween decorations way too early

(08:15) Surprise reveal that Nick Lachey will appear at the Guru Conference karaoke contest

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Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

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Transcript

Jay Schwedelson: We are back for do this, not that podcast presented by Marigold. And once again, marketing has taken everything that we know and has put into like a snow globe and shaken it up and things were all changing. Again, what am I talking about? So forever, whether you're a business marketer or a consumer marketer, evergreen content, evergreen offers have been great.

Jay Schwedelson: They would just always be there for us. They would always work. And, and what is that? If you don't know what Evergreen is, it's content That's good all the time, right? The, if I put out a piece of content, it says the best subject line formulas, and that was the name of the content, it could sit on my website for the next three years and it would still look like it's okay to do whatever on the consumer side, uh, how to tie a tie.

Jay Schwedelson: Right. It is content that just can sit there and it's great and it would get a lot of engagement. It would get in all the different search, uh, queries. It would always show up in Google Evergreen content. Evergreen offers would do incredibly well, but the game has changed radically. Why? Because now everyone's got different AI tools.

Jay Schwedelson: Okay? We're going to all the LLMs, the large language models like chat gt. Gemini and Claude and all of them. And what do all these models want? They want. Recency. They want stuff that's not only new, but is also labeled as being new. So here's some stats and then we'll get into exactly what you need to be doing with your consumer offers, with your business content.

Jay Schwedelson: Because if you don't do this, uh, you are going to lose. A ton of business, a ton of traffic because the game has changed dramatically. So first off, chat, GT citation. So when you ask chat GT something, okay, and it says, gives you an answer and the answer has a source or whatever, chat, GT citations are 393 days newer.

Jay Schwedelson: Those in organic search results, what does that mean in English? That means what Chacha BT is doing is pulling, uh, content and offers and information that is more recent than what Google is out there looking for to put in its search results. Now, according to Air Ops, pages not updated, a website page not updated in over a year or more than two times as unlikely to be cited by ai.

Jay Schwedelson: Meaning that it's not just about the content that we're gonna talk about in a minute, but on your website, if the pages themselves are not getting updated, uh, continuously, then the AI tools are not gonna go to those pages and pull from them. This idea of set it and forget it in our marketing, whether it's evergreen content or different resource stuff that's just sitting there.

Jay Schwedelson: If you think that you could just do that and you're gonna be okay, you could have a website that's pretty good, ads fine, and you're not updating those pages, you are in massive trouble. So here's the wild stat content. Offers that include a recent time period have over a 50% higher average likelihood of showing up in the results on LLMs, such as chat, PT, meaning.

Jay Schwedelson: Okay. If your content in its title says the date of some kind, I'll give you examples. You have a massive, uh, advantage in getting your stuff to show up when people are going to all the Ai, AI tools to ask it for stuff. And if you don't think it's important, listen, A billion people are a week ago on a Chachi PT loan and asking it stuff.

Jay Schwedelson: That's where it's happening. And this also applies on Google 'cause, on Google now with Gemini, and they're giving their, you know, their AI results. Okay. The same applies there. You have to get your mind out of the old search engine game. It is no longer what it means. All right. So what does this mean in practical terms?

ing report, it has to say the:ou could say updated October,:y Schwedelson: So if it's the:

Jay Schwedelson: Alright, and this is for your webinar titles, for your podcast titles, for contents being downloaded. Whatever it is, you need to add that super tight time period, uh, because this is how you're going to show up more. Now on the consumer side, it's the same thing. You can't go out there and just be like having content that says, uh, the best TVs.

ee best TVs. Updated October,:

Jay Schwedelson: What Google has been looking for in their search, uh, forever. I mean, to give you an idea, uh, HRES analyzed 17 million citations made by the various AI tools, Chacha, Petit Plexy, Gemini, copilot, and Google's AI overviews. And it found that AI CI citations are 364 days. More recent, meaning that's in comparison to regular search and it's more recent 'cause they're pulling all the stuff with the dates that we just went through.

Jay Schwedelson: So whether it's your consumer offers, your consumer content, your nonprofit offers, your B2B offers, whatever it is, you need to be thinking about this evergreen stuff. Taking aback seat. All right. Let's get into, since you didn't ask the ridiculous portion of this podcast, what's going on? Well, randomness, first off, uh, I don't know about you all, but I cannot believe it.

Jay Schwedelson: I have a couple neighbors who have put up Halloween decorations already. This is ridiculous. I mean. Um, I'm fine. You wanna put it up one week before you wanna put up your Halloween decorations? Full blown. I'm not talking about a pumpkin. You wanna put a pumpkin outside? Dress fine. Don't care. You wanna put up one little skeleton fine.

Jay Schwedelson: Don't care. I'm talking about, I got a couple neighbors that have put up full blown, like Halloween's tomorrow level decorations to me that's one week out, maybe 10 days. Other than that. It's ridiculous. What are we doing? Stop, uh, speaking about other things that are coming out. So I'm very excited. Below Deck Mediterranean is now out.

Jay Schwedelson: I'm very excited about that. And Love is Blind. Season nine is out. Listen, lemme tell you something, I'm gonna, this is not me being promotional, but I'm gonna tell you something cool that we haven't announced. So Love Is Blind is a show, a dating show. People can't see each other, whatever. And it's hosted by, uh, Nick and Vanessa Leche.

band back in the nineties. In:

Jay Schwedelson: Nick Lache is going to be there. That's wild. Oh, these events we put on are outta control. Anyway, you gotta register for that thing. It's free guru commerce.com. What else? Going on? I don't know what's going on. I hope you're doing great, keeping it real. Appreciate you and I'll see you at the next one.

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Transcript

Jay Schwedelson: We are back for do this, not that podcast presented by Marigold. And once again, marketing has taken everything that we know and has put into like a snow globe and shaken it up and things were all changing. Again, what am I talking about? So forever, whether you're a business marketer or a consumer marketer, evergreen content, evergreen offers have been great.

Jay Schwedelson: They would just always be there for us. They would always work. And, and what is that? If you don't know what Evergreen is, it's content That's good all the time, right? The, if I put out a piece of content, it says the best subject line formulas, and that was the name of the content, it could sit on my website for the next three years and it would still look like it's okay to do whatever on the consumer side, uh, how to tie a tie.

Jay Schwedelson: Right. It is content that just can sit there and it's great and it would get a lot of engagement. It would get in all the different search, uh, queries. It would always show up in Google Evergreen content. Evergreen offers would do incredibly well, but the game has changed radically. Why? Because now everyone's got different AI tools.

Jay Schwedelson: Okay? We're going to all the LLMs, the large language models like chat gt. Gemini and Claude and all of them. And what do all these models want? They want. Recency. They want stuff that's not only new, but is also labeled as being new. So here's some stats and then we'll get into exactly what you need to be doing with your consumer offers, with your business content.

Jay Schwedelson: Because if you don't do this, uh, you are going to lose. A ton of business, a ton of traffic because the game has changed dramatically. So first off, chat, GT citation. So when you ask chat GT something, okay, and it says, gives you an answer and the answer has a source or whatever, chat, GT citations are 393 days newer.

Jay Schwedelson: Those in organic search results, what does that mean in English? That means what Chacha BT is doing is pulling, uh, content and offers and information that is more recent than what Google is out there looking for to put in its search results. Now, according to Air Ops, pages not updated, a website page not updated in over a year or more than two times as unlikely to be cited by ai.

Jay Schwedelson: Meaning that it's not just about the content that we're gonna talk about in a minute, but on your website, if the pages themselves are not getting updated, uh, continuously, then the AI tools are not gonna go to those pages and pull from them. This idea of set it and forget it in our marketing, whether it's evergreen content or different resource stuff that's just sitting there.

Jay Schwedelson: If you think that you could just do that and you're gonna be okay, you could have a website that's pretty good, ads fine, and you're not updating those pages, you are in massive trouble. So here's the wild stat content. Offers that include a recent time period have over a 50% higher average likelihood of showing up in the results on LLMs, such as chat, PT, meaning.

Jay Schwedelson: Okay. If your content in its title says the date of some kind, I'll give you examples. You have a massive, uh, advantage in getting your stuff to show up when people are going to all the Ai, AI tools to ask it for stuff. And if you don't think it's important, listen, A billion people are a week ago on a Chachi PT loan and asking it stuff.

Jay Schwedelson: That's where it's happening. And this also applies on Google 'cause, on Google now with Gemini, and they're giving their, you know, their AI results. Okay. The same applies there. You have to get your mind out of the old search engine game. It is no longer what it means. All right. So what does this mean in practical terms?

ing report, it has to say the:ou could say updated October,:y Schwedelson: So if it's the:

Jay Schwedelson: Alright, and this is for your webinar titles, for your podcast titles, for contents being downloaded. Whatever it is, you need to add that super tight time period, uh, because this is how you're going to show up more. Now on the consumer side, it's the same thing. You can't go out there and just be like having content that says, uh, the best TVs.

ee best TVs. Updated October,:

Jay Schwedelson: What Google has been looking for in their search, uh, forever. I mean, to give you an idea, uh, HRES analyzed 17 million citations made by the various AI tools, Chacha, Petit Plexy, Gemini, copilot, and Google's AI overviews. And it found that AI CI citations are 364 days. More recent, meaning that's in comparison to regular search and it's more recent 'cause they're pulling all the stuff with the dates that we just went through.

Jay Schwedelson: So whether it's your consumer offers, your consumer content, your nonprofit offers, your B2B offers, whatever it is, you need to be thinking about this evergreen stuff. Taking aback seat. All right. Let's get into, since you didn't ask the ridiculous portion of this podcast, what's going on? Well, randomness, first off, uh, I don't know about you all, but I cannot believe it.

Jay Schwedelson: I have a couple neighbors who have put up Halloween decorations already. This is ridiculous. I mean. Um, I'm fine. You wanna put it up one week before you wanna put up your Halloween decorations? Full blown. I'm not talking about a pumpkin. You wanna put a pumpkin outside? Dress fine. Don't care. You wanna put up one little skeleton fine.

Jay Schwedelson: Don't care. I'm talking about, I got a couple neighbors that have put up full blown, like Halloween's tomorrow level decorations to me that's one week out, maybe 10 days. Other than that. It's ridiculous. What are we doing? Stop, uh, speaking about other things that are coming out. So I'm very excited. Below Deck Mediterranean is now out.

Jay Schwedelson: I'm very excited about that. And Love is Blind. Season nine is out. Listen, lemme tell you something, I'm gonna, this is not me being promotional, but I'm gonna tell you something cool that we haven't announced. So Love Is Blind is a show, a dating show. People can't see each other, whatever. And it's hosted by, uh, Nick and Vanessa Leche.

band back in the nineties. In:

Jay Schwedelson: Nick Lache is going to be there. That's wild. Oh, these events we put on are outta control. Anyway, you gotta register for that thing. It's free guru commerce.com. What else? Going on? I don't know what's going on. I hope you're doing great, keeping it real. Appreciate you and I'll see you at the next one.