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Google just broke SEO. Here’s what replaces it. | Equity Podcast

Google I/O made it official: AI-generated answers are now front and center in search, and most brands have almost no visibility into how AI is describing them to their customers. For anyone who has spent years building a strategy around 10 blue links, the rules just changed in a pretty significant way. On this episode…

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Google I/O made it official: AI-generated answers are now front and center in search, and most brands have almost no visibility into how AI is describing them to their customers. For anyone who has spent years building a strategy around 10 blue links, the rules just changed in a pretty significant way.

On this episode of TechCrunch’s Equity podcast, Rebecca Bellan caught up with Matt Thompson, VP of partnerships at Scrunch, a startup positioning itself at the center of the AI search shift, to talk about what Google’s changes mean and marketers and founders should actually do about it.

Subscribe to Equity on YouTube, Apple Podcasts, Overcast, Spotify and all the casts. You also can follow Equity on X and Threads, at @EquityPod.

Chapters

00:00 Intro

01:15 Why Google is going all-in on AI search

03:25 Meet Scrunch

09:00 Personalized agents, shopping, and Google’s advantage

12:13 What advertisers need to track now

13:48 How websites become “agent ready”

15:34 AI search vs. traditional SEO

22:33 “Scrunching” webpages down for AI agents

23:47 Google’s SEO guidance vs. Scrunch’s approach

27:17 Why unique human content still matters

28:51 Advice for startups adapting to AI search

29:52 Outro

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3 Comments

3 Comments

  1. @yessirri686

    May 27, 2026 at 2:27 pm

    Let’s see how this goes

  2. @yessirri686

    May 27, 2026 at 3:01 pm

    Great segment thanks

  3. @mindfuel-ness

    May 28, 2026 at 7:57 am

    Isn’t the mechanism still the same? Indexing and retrieval? I get that content will have to change based on how llm weigh things

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Build Mode: Inside the Fundraise

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Startup fundraising is harder than ever, and Season 3 of Build Mode is here to help. Whether you’re raising a seed round, preparing for Series A, pitching venture capital firms, negotiating a term sheet, or exploring alternatives to VC funding, this season is packed with practical advice from founders and investors who have successfully navigated the fundraising journey.

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If you’re an entrepreneur, startup founder, investor, or operator looking for actionable fundraising advice, this season is your playbook. New episodes begin July 9 and release every week on YouTube, Spotify, Apple Podcasts, and wherever you listen to podcasts. Subscribe now and learn how to raise capital, grow your startup, and build with confidence.

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Your Vaccine Questions Deserve Real Answers | Kizzmekia Corbett | TED

What good is a vaccine people don’t trust? Immunologist and TED Fellow Kizzmekia Corbett co-developed the first COVID-19 vaccine to enter clinical trials — but she says making the vaccine was never the hardest part. The real obstacle is the gap between scientists and the people who have honest questions about the shots they’re being…

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What good is a vaccine people don’t trust? Immunologist and TED Fellow Kizzmekia Corbett co-developed the first COVID-19 vaccine to enter clinical trials — but she says making the vaccine was never the hardest part. The real obstacle is the gap between scientists and the people who have honest questions about the shots they’re being asked to take. She shares a refreshing approach for taking on vaccine inquisitiveness and ensuring that humanity is ready for the next pandemic. (Recorded at TED2026 on April 15, 2026)

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Honor Magic V6 Unboxing (No Music ASMR)

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The Honor Magic V6 wowed us in Barcelona at MWC. While it’s not officially available here in the US, we were still lucky enough to get our hands on one. Let’s quietly unbox it with CNET’s own Vanessa Hand Orellana. #honorphotography #asmrrelax #honormagicv6 #qualcomm #unboxing

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