seo

This is Red Bull's secret to search engine optimization. This is it.

This is the secret: viral events, viral stunts. They get so much press from this.

So many backlinks. Red Bull has a domain authority of 93 out of 100.

That's one lower than Forbes. It's the same as HubSpot.

It's for crazy events like this. The top publications in the world write about Red Bull.

Thank you for watching.

SEO isn't right for every business. And I say that as someone who's been doing SEO for 17 years.

And when I say SEO, I'm including AI or GEO or whatever you want to call it. What I typically tell business owners is it makes sense to start investing in SEO when you're doing about a million a year in revenue.

Now, that's a simplification. Of course, there are many exceptions.

I talk about why SEO is generally not worth the money when you're below that mark and why you're effectively printing money when you're above that mark. Do we see it?

SEO is pretty simple and it comes down to two things, authority and content. For SEO to work, you have to show up in a search engine.

And that's still true with AI, it's just that it's AI using the search engine instead of a human. To show up in a search engine, you need enough authority to rank for the given search term.

More competitive search terms require more authority. And you need content that's relevant to that search term.

And then in AI search, the AI also needs to trust the content enough to cite it...

earch results; how often are you getting reviews on the sites that Google trusts; and how prominently are you mentioned online. And every year, Google's algorithm gets a little better at understanding what natural authority looks like.

And a little better at detecting when someone's just gaming the system by, say, buying a ton of backlinks. But here's the thing.

If you're already doing over a million a year in revenue, you probably already have a lot of natural authority. Before you do any SEO.

For businesses like this, you almost certainly have the authority to rank for hundreds of keywords that you're not yet ranking for. You just don't have content targeting those keywords.

And content is the easy part for SEO agencies like ours. Now, SEO agencies can help you build authority, and there's a few things we do for our clients in that direction.

But there are real limitations...

People are exploiting the World Cup with SEO. Search phrases include “World Cup game now,” “England versus Norway live,” “FIFA World Cup 2026 live,” and “Live England versus Norway.” Searchers looking for these results may think they can watch the World Cup on YouTube and click because the result says video.

Instead, they may see fans watching rather than the actual match. One description says, “We are currently displaying fans arriving.

This is not an actual live match.” The creator says the BBC uses “England versus Norway live,” but the destination is live reporting rather than the match. Another “Watch live now” path is described as passing through five redirects to a sign-in page.

The creator presents these examples as SEO hijacking of trending events.