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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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5 months ago

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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

    Reply

  2. @yessirri686

    May 27, 2026 at 3:01 pm

    Great segment thanks

    Reply

  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

    Reply

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CNET

I Tried “Smart” Basketball Tech, and Now I Can’t Stop Shooting | STAT

CNET Senior Video Producer, Owen Poole examines consumer-grade basketball technology that is comparable to what the pros use. Can a smart ball and a smart hoop actually help improve your jump shot, and what does widely available smart training mean for the future of basketball? You can find the products mentioned in this video linked…

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October 20, 2026

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CNET Senior Video Producer, Owen Poole examines consumer-grade basketball technology that is comparable to what the pros use. Can a smart ball and a smart hoop actually help improve your jump shot, and what does widely available smart training mean for the future of basketball?

You can find the products mentioned in this video linked below
Spalding TF1000 Smart Basketball – Shot Tracking App & 1 Year Subscription
huupe Arena Basketball Hoop Upgrade Kit Shot Tracker and LED Light System
*CNET may get a commission on these offers

Timecode Chapters:
0:00 Intro: The Evolution of Basketball Tech1
0:20 Spalding TF-1000 Smart Basketball Overview
0:58 Testing the Smart Basketball & Live Audio Feedback
1:50 Analyzing Shot Data, Metrics & App Features
3:06 Price, Subscription & Battery Life
4:35 Testing the Huupe Arena Smart Hoop
6:01 Reviewing Huupe IQ Data & Sensor Tech
7:30 Social Features, Remote Challenges & Team Mode
8:33 Final Thoughts on Smart Basketball Products
8:48 Testing Free AI Analysis Options
10:43 The Impact of Tech on the Future of Basketball

Video Credits:
Host: Owen Poole
Scripted by: Owen Poole
Producer: Owen Poole & Dillon Lopez
Camera: Dillon Lopez & Owen Poole
Video Editor: Owen Poole
Thumbnail Designer: Zooey Liao

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Science & Technology

Why Application-Level Permissions Won’t Secure AI Agents With Okta’s & NanoCo | Disrupt 2026

Enterprises are learning to rebuild the basics of cybersecurity from scratch for agentic AI. Okta’s President of Products and Technology Ric Smith and NanoCo Co-Founder and CEO Gavriel Cohen explain what agent security takes at the infrastructure level and which architectural choices matter most. #TechCrunchDisrupt2026 Follow us across… Read more:

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October 19, 2026

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Enterprises are learning to rebuild the basics of cybersecurity from scratch for agentic AI. Okta’s President of Products and Technology Ric Smith and NanoCo Co-Founder and CEO Gavriel Cohen explain what agent security takes at the infrastructure level and which architectural choices matter most.

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Science & Technology

So You’ve Got a Hit Product. How Does Your Company Do It Again? | Disrupt 2026

Most startups stall because they build one great product instead of a repeatable multi-product engine. Daring Ventures’ Maddi Holman, Verkada’s Filip Kaliszan, and Atlassian’s Tamar Yehoshua discuss the operational playbook for capital allocation, systemizing internal innovation, and engineering a compounding “Second Act” before the core product’s growth curve flattens. #TechCrunchDisrupt2026 Follow us across… Read more:

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1 day ago

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October 19, 2026

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Most startups stall because they build one great product instead of a repeatable multi-product engine. Daring Ventures’ Maddi Holman, Verkada’s Filip Kaliszan, and Atlassian’s Tamar Yehoshua discuss the operational playbook for capital allocation, systemizing internal innovation, and engineering a compounding “Second Act” before the core product’s growth curve flattens.

#TechCrunchDisrupt2026

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