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Google AI Overviews under fire for giving dangerous and wrong answers

Written on May 24, 2024 at 9:34 am, by admin

Google looks stupid right now. And AI Overviews are to blame.

Google’s AI Overviews have given incorrect, misleading and even dangerous answers.

The fact that Google includes a disclaimer at the bottom of every answer (“Generative AI is experimental”) should be no excuse.

What’s happening. Google’s AI-generated answers have gained a lot negative mainstream media coverage as people have been sharing numerous examples of AI Overview fails on social media.

Just look at all the coverage:

A few examples of Google’s AI Overviews:

Your Money, Your Life seems to not apply to AI Overviews. Google advises users to run with scissors, cook with glue and eat rocks.

Google looks stupid. My article, 7 must-see Google Search ranking documents in antitrust trial exhibits, included a slide that feels most appropriate at this moment following all the coverage of Google’s AI Overviews in the last couple of days:

What Google is saying. Asked by Business Insider about these terrible AI answers, a Google spokesperson said the examples are “extremely rare queries and aren’t representative of most people’s experiences,” adding that the “vast majority of AI Overviews provide high-quality information.”

This is absolutely true. Social media is not an entirely accurate representation of reality. However, these answers are not good and Google owns the product producing them.

Also, using the excuse that these are “rare” queries is odd, considering just three days ago at Google Marketing Live, we were reminded that 15% of queries are new. There are a lot of rare searches on Google, no kidding. But that isn’t an excuse for ridiculous, dangerous or inaccurate answers.

Google is blaming the query rather than simply saying “these answers are bad and we will work to get better.” Is that so hard to do?

But this seems to be Google’s pattern now. They are telling us to reject the evidence we can all see with our eyes. It’s Orwellian.

Why we care. Google AI Overviews and Search have severe, fundamental issues. Trust in Google Search is eroding – even if Alphabet is making billions of dollars every quarter. As that trust erodes, people may start searching elsewhere, which will slowly trickle down and hurt performance for advertisers and further reduce organic traffic to websites.

History repeats. This may feel like déjà vu all over again for those of us who remember Google’s many issues with featured snippets. If you need a refresher or weren’t around in 2017, I highly suggest reading Google’s “One True Answer” problem — when featured snippets go bad.

Goog enough. If you want to follow the worst of Google’s AI Overviews and the search results on X, you may want to follow Goog Enough or #googenough. AJ Kohn said he is not behind the account, but knows who is. But the name was likely inspired by Kohn’s excellent article, It’s Goog Enough!

I'm going to wash down the rocks I just ate with some urine – thanks #googenough

— Barry Schwartz (@rustybrick) May 24, 2024

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




Improving content quality at scale with AI

Written on May 24, 2024 at 9:34 am, by admin

7 steps to scale your content creation process in the world of AI

I’ve learned through experience to be cautious when using the words “content” and “scale” close to each other in SEO because it’s usually coded-speak for creating content in large volumes, primarily for search engines.

We’ve seen time and time again this approach ending in disaster when the search engines work out what is going on.

When used correctly, however, AI can be a powerful assistant for SEO and help work out how to improve the quality of our content.

What we’re going to do

Our goal is to use an automated process to find “intent gaps” in our content.

To do this – all in real-time – we will:

The result will be a spreadsheet that potentially saves us hundreds of hours by automatically listing questions that our content does not answer, which Google has already determined are related to the page’s intent.

Tools we need

Why this approach is so powerful

People Also Ask (PAA) data

Typical PAA result for [how to change car battery]

We’re using PAA data for this project because it has several distinct advantages over other types of keyword data:

Intent clustering by Google

Google uses PAA boxes to help users refine queries, but they also serve as an induction loop of interaction data for Google to understand what users want from a query on average.

The term ‘intent’ generally refers to the overall goal a user wants to complete, and this intent can consist of several searches. Google’s research has shown that for complex tasks, it takes, on average, eight searches for a user to complete a task.

In the above example, Google knows that when users have the intent of learning how to change a car battery, one of the most common searches they will perform on this journey is asking which terminal to take off first.

We also know that Time To Result (TTR) is one of Google’s metrics for measuring its own performance. It’s essentially how quickly a user has completed their mission and fulfilled their intent. Therefore, it makes sense that we can improve our content and reduce the TTR by including searches that are in close ‘intent proximity’ to the topic of our article.

If we can make the content more useful, we’re improving its chances of ranking well. No other source of keyword data can provide such detail on queries that come up as ‘zero volume’ keywords on traditional research tools.

Recency

No other sources of search data give queries and updates as quickly as People Also Ask data. As I write this, GPT-4o was released 4 days ago. However, major keyword research tools (incorrectly) still say there are 0 searches for “GPT-4o”:

Keywords Everywhere showing 0 monthly searches for “gpt-4o”

For the same search term, you can see that Google’s People Also Ask feature has already been updated with numerous queries about GPT-4o, asking if it’s free and how it’s better.

PAA results for GPT-4o

Being the first to publish on a particular topic is a huge advantage in SEO. Not only are you almost guaranteed to rank if you’re one of the first sites to produce the content, but there is usually an early flurry of links around new topics that go to these sites that will help you sustain rankings.

The recency of the data also means it’s an excellent way to see if your content needs updating to align with the current search intent, which is not static.

Step-by-step approach

1. Update Screaming Frog to >v20.1

    Before we begin, it’s worth checking that you have the latest version of Screaming Frog. CustomJS was introduced in v20.0, and since v20.1 the AlsoAsked + ChatGPT CustomJS is packaged with the installer, so you don’t need to manually add it.

    Screaming Frog update menu

    Screaming Frog can update directly from the program while only one instance is running. To find this option, go to Help > Check for Updates, which will require a restart.

    2. Crawl site URLs

      Although we will not run this process on all URLs, we need a list of URLs to choose from. The easiest way to achieve this is to start a standard crawl of your website with Screaming Frog and select the HTML filter to view pages.

      HTML Filter in Screaming Frog

      If your site requires client-side JavaScript to render content and links, don’t forget to go into Configuration > Spider > Rendering and change Rendering from Text Only to JavaScript.

      3. Select content URLs

        Although this process can work on all different types of pages, it tends to offer the most value on informational pages. We must also consider that each URL we query will use more OpenAI tokens and AlsoAsked credits.

        For this reason, I would recommend starting with your content URLs. For this example website, I will look at blog posts, which I know all have /blogs/ in the URL.

        Screaming Frog offers a quick way to show only these URLs by typing ‘/blogs/’ into the filter box at the top right.

        Filtering to URLs that contain /blogs/

        Your URL pattern may differ, and it doesn’t matter if there is no obvious URL pattern, as Screaming Frog offers a powerful Custom Search to filter based on page rules.

        For this example, I will simply select and Copy the URLs I am interested in, although it would also be possible to export them to a spreadsheet if you have a large amount you want to work through.

        Copy or export the URLs you want to run the analysis on

        4. Import CustomJS

          The new CustomJS option can be found under the Configuration > Custom > Custom JavaScript menu.

          Custom JavaScript options

          This will open the Custom JavaScript window. In the bottom right, click the + Add from Library button to load a list of pre-packaged custom JavaScript that ships with Screaming Frog.

          Scroll down and select (AlsoAsked+ChatGPT) Find unanswered questions and click Insert.

          5. Configure API keys

            We’re not quite ready to go yet. We now need to edit the imported JavaScript with our API keys — but don’t worry, that’s really easy!

            Once the CustomJS is important, you need to click on this edit icon:

            The easy-to-miss edit JS button

            You should now see the JavaScript code in the editor window. There are two parts you need to edit, which are in capitals: ‘ENTER CHATGPT API KEY’ and ‘ENTER ALSOASKED API KEY’.

            OpenAI API key

            You can create an OpenAI key from https://platform.openai.com/api-keys

            When you click Create new secret key, you’ll be prompted for a name and the project it’s attached to. You can call these whatever you like. OpenAI will put a secret key (be careful never to share this!) on your clipboard, which you can paste into your Screaming Frog CustomJS edit window.

            The cost of ChatGPT will depend on token usage, which also depends on which pages we provide. Before deploying anything, it’s worth double-checking the spending limits you have set up to make sure you don’t unexpectedly go over budget.

            AlsoAsked API key

            AlsoAsked API access requires a Pro account, which provides 1,000 queries every month, although you can buy additional credits if you need to do more.

            The costs here are much easier to predict, with a single URL costing $0.06 or with bulk Pay As You Go credits as low as $0.03. This means you could fully analyze 1,000 URLs of content for as low as $30, which would take days of manual work to achieve the same.

            With a Pro account, you can create an API key.

            Once again, give the key a name you will recognize, leave the ‘environment’ set to ‘Live’ and click ‘Create key’.

            This will generate an API key to paste into the Screaming Frog CustomJS edit window.

            6. Review settings

              Configure PAA language and region

              AlsoAsked supports all of the same languages and regions that Google offers, so if your website is not in English or targeting Great Britain, you can configure these two settings within the JavaScript from line 25 onwards.

              You can use any ISO 639 language codes and ISO 3166 country codes. Google’s coverage with People Also Asked data is much lower in non-English languages.

              Occasionally, English results will be returned as a fallback if no results for the region/language combination are provided, as there are often intent commonalities.

              Customize the ChatGPT prompt

              The current prompt used in the script for ChatGPT is:

              There may be ways to improve output with more specific prompting related to your content by editing the part of the prompt in bold. This can be worth playing around with and seeing where you get the best output for your website.

              To improve the output of the prompt, we have also asked ChatGPT to filter not only the unanswered questions but also the unanswered questions that might make sense to answer given the rest of the content on the page.

              Warning: The beginning and end of the prompt, which are not highlighted in bold, specify specific formats, variables and objects that are used elsewhere in the script. If you change these without adjusting the script, it will likely break.

              The prompt starts at around line 146

              Check H1 inputs

              We are prompting for People Also Asked data with the contents of the Header 1 (h1) on the target URL.

              This means that if the page does not have a readable H1 tag, the script will fail, but I’m sure that, as we’re all SEOs, nobody will be in that position.

              The H1 selector is on line 42

              With a little coding, it is possible to change this variable to pass other parameters, such as a title tag, to fetch People Also Ask data, although our experiments have shown that H1s tend to be the best bet as they are a good description of page content.

              7. Run List crawl for selected URLs

                Use the Clear button at the top of the Screaming Frog interface to start a new crawl, and then select the Mode menu and change the crawl type to List.

                Selecting List crawl type

                Important: As you will be running Custom JavaScript, you must ensure your rendering mode is set to JavaScript in Configuration > Spider > Rendering or the script will not execute.

                The Upload button will now let you import your list of URLs. You can simply select Paste if you copied your URLs to the clipboard as I did. If you exported them to a file, select From a File…

                Importing selected URLs for new crawl

                8. View results

                  Your results will be in the Custom JavaScript tab, which you can find either by clicking the down arrow to the right of the tabs and selecting Custom JavaScript

                  Unanswered questions as determined by ChatGPT

                  Here, you will find your URLs, along with a list of questions based on PAAs that ChatGPT has determined have not been answered within your content and that might make sense.

                  Once the crawl is complete, you can use the Export button to produce a convenient spreadsheet for review.

                  Fit this in with your current SOPs

                  There are many ways to gather data to improve your content, from qualitative user feedback to looking at quantitative metrics within analytics. This is just one method.

                  This particular methodology is extremely useful because it can give some inspiration based on actual data while leaning into the strength of LLMs by summarising instead of generating content to put it into context.

                  With some extra tooling, it would be possible to build these kinds of checks in as you are producing content and even on scheduled crawls to alert content creators when new gaps appear.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  How important are backlinks for SEO in 2024?

                  Written on May 24, 2024 at 9:34 am, by admin

                  Do backlinks matter

                  SEO today is more complex and challenging than at any other point.

                  Once upon a time, not too long ago, links were the most important thing in SEO.

                  But is that still true?

                  This article will examine the significance of link SEO today. It will include various perspectives within the industry, analyze empirical evidence and consider Google’s recent statements and updates on the role of links in their ranking algorithms.

                  Backlinks and SEO: Confusion in today’s landscape

                  Links matter. The volume and quality of external links to a webpage can influence its search rankings.

                  Beyond the number of links, other factors that play a role include:

                  Technical aspects and Google’s preference for editorial (non-paid) links further impact effectiveness.

                  Links create PageRank, which helps elevate keyword rankings. Although Google no longer shows PageRank publicly, it still influences its algorithm.

                  How much? Opinions vary. Some believe PageRank is crucial, while others think its importance is all but dead.

                  Just check out this LinkedIn post:

                  Such posts can lead to interesting discussions that surface interesting views:

                  Opinions on the importance of links vary widely, leaving many confused.

                  If you’re among the confused, know you aren’t alone.

                  So – are links as crucial as sellers claim? Or are links an industry scam costing thousands for unnecessary links?

                  The truth, as is typically the case, is somewhere in between.

                  Let’s further examine these perspectives and measure them against the facts.

                  Google’s statements and updates

                  Before we proceed, it’s probably prudent to check recent comments from Google.

                  Let’s start with comments from Gary Illyes, a webmaster trends analyst at Google, from September, as reported here on Search Engine Land:

                  Then, in March, Google released a Spam Policy update, removing the word “important” in reference to links as a ranking factor. This change coincided with the March 2024 core algorithm update.

                  In April, there was a bit of a storm when Illyes indicated that links were less important at a search conference:

                  John Mueller, a Google search advocate, also made these comments:

                  Some parts of Google’s documentation still mention links and PageRank as core aspects of its ranking systems.

                  Within their documentation, Google states that PageRank is:

                  So, even if Google is reducing the prominence of link data within its ranking algorithms, it seems that will be a gradual sunset.

                  And here’s what Google’s philosophy page says:

                  This suggests that links and PageRank are still important in 2024. However, if you read further:

                  The statement that “no one can buy better PageRank” indicates that Google aggressively defends this part of its ranking algorithm.

                  It also suggests that Google believes, or wants us to believe, that paid link building services are ineffective. If such services were effective, Google couldn’t claim that no one can buy better PageRank.

                  This doesn’t mean links are unimportant. But Google invests heavily to make simple link building strategies ineffective.

                  Despite Google’s efforts to reduce reliance on links and prevent backlink exploitation, the SEO industry still promotes link building as a valid tactic. The industry continues to generate business and educate those they see as uninformed.

                  These practices will persist unless Google makes radical changes to its ranking algorithms and clearly communicates them to the industry.

                  Google aims to move away from links to better rank content, but what could replace PageRank?

                  For now, nothing.

                  However, with Google’s AI capabilities, this could change.

                  If Google can evaluate content usefulness directly without external links, they won’t need to rank webpages anymore. Instead, responding to search queries will become an exercise in AI-driven, technical content extraction and surfacing.

                  This shift seems inevitable.

                  Empirical evidence and studies

                  The key question to ask when it comes to your SEO efforts is: “Do links work right now?”

                  Let’s look at findings from Ahrefs, Backlinko and MonsterInsights:

                  Study 1: Ahrefs backlink statistics and findings

                  Ahrefs – a platform for backlink analysis, keyword indexing, content optimization, and cloud-based technical SEO auditing – updated its SEO Statistics for 2024 on March 18.

                  Ahrefs found a positive correlation between the number of sites linking to a page and that page’s ranking and SEO traffic performance. Most top-ranked pages gain between 5% and 14% more followed links per month.

                  Many other stats from Ahrefs reference publishers like Authority Hacker and include survey-based data.

                  Study 2: Backlinko search ranking findings

                  “A site’s overall link authority (as measured by Ahrefs Domain Rating) strongly correlates with higher rankings,” according to a Backlinko study, updated on March 24.

                  Google doesn’t use SEO tool scores in its algorithms, but it still uses PageRank. Ahrefs Domain Rating is designed to simulate PageRank, so a correlation is expected if Ahrefs is accurate.

                  Backlinko’s study also said:

                  However, correlation doesn’t imply causation. High rankings can make a page more visible, leading to more backlinks and citations. Still, the correlation between link authority and higher rankings is strong.

                  The point above is slightly misleading. Google doesn’t adjust rankings based on Alexa page-speed ratings. Instead, they use Core Web Vitals to assess page performance. Therefore, this statement might be based on poor input data.

                  On to the next point:

                  The importance of link diversity is generally accepted within the search community.

                  Study 3: Monster Insights Ranking Factor Findings

                  Monster Insights, a WordPress plugin provider, determined that backlinks “have a huge influence on Google’s ranking algorithm,” in January.

                  Monster Insights concluded that sites with higher volumes of backlinks usually achieve higher Google ranking positions (on average):

                  Making sense of link data and associated claims

                  While most studies show a correlation between links, rankings and search traffic, they don’t address causality.

                  Do links cause pages to rank higher, or do high-ranking pages attract more links?

                  This has been a major debate in SEO for over a decade.

                  Some have had success with link building, while others have seen no results or even received a manual action from Google.

                  I trust Ahrefs’ study the most because it provides tools and data without selling link building services, reducing bias. They have a massive index of over 14 trillion live backlinks.

                  Understanding the role of backlinks in 2024

                  Your main takeaway is that links still matter now.

                  However, traditional link building, which often produces poor-quality links, has been ineffective for some time.

                  Success requires creative ideas and real-world events that garner high-tier editorial coverage.

                  Don’t “build” links. Earn and attract links. Producing links isn’t as simple as stacking blocks.

                  While backlinks are becoming less important, they are still an important part of SEO.

                  Adopting a holistic and quality-focused approach in link acquisition and broader SEO strategies will likely yield the best results in this changing landscape.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  TikTok debuts AI-powered ad automation tools

                  Written on May 24, 2024 at 9:34 am, by admin

                  TikTok unveiled a suite of new AI and automation tools for advertisers at its TikTok World event, aiming to make it easier for brands to create effective ads at scale on the viral video platform.

                  The big picture. TikTok is leaning into AI and automated ad tech as it looks to cement itself as more than just a media platform, but as a key “business partner” driving sales and ROI for brands.

                  New tools rundown. Four tools to take note of:

                  Why we care. TikTok is a powerful platform for driving sales and ROI. These new AI and automation tools can significantly enhance ad creation and effectiveness.

                  What they’re saying. Adrienne Lahens, TikTok’s global head of creator marketing solutions, said:

                  Early results. An Ohio wellness brand piloting TikTok’s Shop automation tools saw 136% higher sales and 4x higher ROI while saving 10 hours per week, TikTok claims.

                  U.S. ban. TikTok declined to comment on whether advertising has been impacted by the threat of a potential U.S. ban over data security concerns.

                  The bottom line. TikTok is making an aggressive push into AI-driven ad automation as it tries to position itself as an essential sales and marketing channel rivaling Google and ad tech players.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Broad vs. deep expertise: How to decide which is right for you

                  Written on May 23, 2024 at 6:32 am, by admin

                  Career path

                  You can either have broad or deep subject matter expertise. The choice is yours.

                  If you’re in the early or middle stage of your career, then this is the perfect time to decide whether you want to go broad or deep.

                  Here’s how to think about this choice and decide what’s best for your search marketing career.

                  The T-shaped marketer

                  I base my approach on the “T-shaped marketer” model: an expert in one area (vertical bar) with broader knowledge across related disciplines (horizontal bar).

                  This allows for specialization and versatility – a valuable combination in marketing.

                  There is no wrong choice. Circumstances often dictate the decision.

                  My starting point for these decisions is the following concept:

                  Past and future path

                  I revisit this concept frequently throughout the year, for myself and others.

                  Remember:

                  The case to be a deep subject matter expert

                  The case to be broad

                  5 tips to help you make your decision

                  Assess your strengths and passions

                  Consider what you genuinely enjoy and excel at.

                  Do you prefer diving deep into technical details, or do you thrive on variety and collaboration?

                  Find something you love. Your interests greatly impact job satisfaction.

                  2. Consider the market

                  Research the demand and salary trends for specialists and generalists in your area and industry.

                  These fluctuate as the industry changes and evolves.

                  Look at companies’ roles (e.g., VP of SEO or VP of Marketing) to gauge the value of specialization or generalization as you advance.

                  3. Think long term

                  Many worry that specialization could limit relevance or career growth, with generalist roles seeming more valued.

                  However, both paths offer opportunities as you advance – and require continuous skill improvement.

                  Getting paid as a senior specialist (e.g., paid search) may be harder than a generalist, but true expertise commands a premium.

                  Focus on what you can control and excel at. It creates opportunities over time, though patience is key. Expertise and skill are eventually recognized and rewarded, even if it’s challenging initially.

                  4. Talk to people in the field

                  Network with professionals who have taken different paths.

                  Ask about their experiences, challenges faced, and rewards reaped.

                  Their insights can be invaluable when weighing your options.

                  5. Experiment and explore

                  Still unsure?

                  Try different roles or projects to experience specialization and generalization.

                  This can help you discover what truly resonates.

                  What’s the right path for you?

                  There’s no one-size-fits-all answer about whether you should develop broad or deep subject matter expertise.

                  The best path is the one that aligns with your individual strengths, interests and long-term goals.

                  Carefully considering these factors can help you make an informed decision that sets you up for a fulfilling and successful marketing career.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Survey: Shoppers open to using AI search to discover products

                  Written on May 23, 2024 at 6:32 am, by admin

                  Robot online shopping

                  Search engines that incorporate AI-generated results have the potential to make it easier for people to discover products and services, according to a new survey from Botify, shared exclusively with Search Engine Land.

                  Why we care. Search marketers tend to look at search much differently than everyday Google Search users. So it’s interesting to see what consumers know and think about AI-powered search. The data is a good reminder that user behavior is always slow to change, so don’t expect a quick transition from Classic Search to AI Search.

                  By the numbers. Some interesting findings from Botify’s survey:

                  Online shopping. Forty-one percent of respondents said the top reason for using AI search was for online shopping. Other top reasons to use it were for keeping up with the latest news (19%) and seeking health-related information (12%).

                  In which instances would you consider using search engines that incorporate AI-generated results?

                  Do you believe that search engines that incorporate AI-generated results have the potential to make it easier for people to discover products and services online?

                  Faster answers. While 36% of respondents haven’t used AI search, 25% of consumers have – and mainly to test out the new technology.

                  If you have used search engines that incorporate AI-generated results, what is your top reason for doing so?

                  About the survey. The data was collected by Dynata, an independent market research company, on behalf of Botify. The survey of 1,000 US respondents, aged 18+, was conducted in February.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Bing Search outages since early this morning

                  Written on May 23, 2024 at 6:32 am, by admin

                  Starting at around 1:30am ET, Bing Search and the sites Microsoft Bing powers, have been experiencing global and widespread outages. This leads to many Bing Searches failing, and then third-party services that rely on Bing Search, such as Copilot for web and mobile, Copilot in Windows, ChatGPT internet search, DuckDuckGo and Ecosia, also failing.

                  Downdetector. According to Downdector.com Bing has been having issues since around 1:30am ET:

                  What Bing’s outage looks like. Here are some screenshots of Bing.com searches failing and of partner sites failing:

                  Microsoft Advertising services down. Also, Microsoft Ad platform server status page shows outages as well:

                  Why we care. If you rely on getting traffic from Bing or those third parties, you may see a dip in that traffic today. In addition, if you rely on using these services for your job, you may have to switch gears and work on something else until they are restored.

                  It’s back. Around 6:15am ET, it seems the services are now back up and running – at least for me at this moment. Although, many users are still telling me it is not working for them.

                  Microsoft update. Microsoft posted an update at around 7:30am ET:

                  While we isolate the root cause, we're transitioning requests to alternate service components to expedite service recovery. More information can be found in the admin center under CP795190.

                  — Microsoft 365 Status (@MSFT365Status) May 23, 2024

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Accessibility matters: Strategies for building inclusive digital experiences by Edna Chavira

                  Written on May 23, 2024 at 6:32 am, by admin

                  In today’s digital landscape, inclusivity and accessibility are no longer optional; they are essential for engaging with diverse audiences and fostering meaningful connections. Neglecting digital accessibility can alienate potential customers and limit your brand’s reach.

                  During this webinar, our expert panel will delve into the evolving consumer behaviors and preferences, highlighting the importance of creating content that resonates across various audiences and platforms. They will also discuss the critical role of website accessibility in organizations, aligning with the Americans with Disabilities Act (ADA) to ensure broader reach and avoid potential legal pitfalls.

                  Attendees will gain valuable insights on how to craft digital experiences that are elegant, engaging, and inclusive, fostering a brand presence that makes everyone feel welcome.  Register now to save your spot!

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Google Marketing Live 2024: Everything you need to know

                  Written on May 22, 2024 at 3:31 am, by admin

                  GML 2024

                  Unsurprisingly, AI took center stage during the various announcements made today at Google Marketing Live 2024.

                  Updates also focused on creatives, data and giving the consumer what they want straight from the Search results. Now is the time to start paying closer attention to your impression levels. 

                  GML 2024

                  Here’s a recap of everything you need to know from Google Marketing Live, with links to our full coverage of each major announcement.

                  Google PMax upgrade allows mass AI creative asset production

                  You can now produce high-quality creative assets rapidly and at scale for Performance max campaigns. 

                  With Generative AI, will be able to create ads a lot faster, have brand customized ads, advanced image editing and automatic showcasing of product feeds in AI-generated creatives

                  New reporting functionalities have also been rolled out for Youtube and creative assets. 

                  Google rolls out immersive, AI-powered Shopping Ads

                  Video and virtual ad types come for Shopping Ads advertisers. 

                  Retailers can integrate short-form product videos into ads, virtual try on allows shoppers to see how tops fit different body types, and 3D show spins. 

                  Allowing consumers to engage with your creative and products (virtually) before landing on your page. 

                  Google visual storytelling advances for YouTube, Discover, Gmail 

                  You can now target your potential customers with vertical videos, stickers, and automatically generated animated image ads.

                  These video ads are now available across the 3 billion users across YouTube, Discover and Gmail through Demand Gen campaigns. 

                  More variety for your Demand Gen campaigns. 

                  Google starts testing ads in AI overviews

                  Your relevant Search and Shopping ads will appear in “sponsored” sections within AI-generated overview boxes on the SERP. 

                  No need for you to do anything – existing Search, PMax and Shopping campaigns will be eligible.

                  How to make it not eligible – that is unknown as of now.  

                  Google’s first-party data unification Ads Data Manager available to all

                  Centralize and activate your first-party data for more effective AI-powered campaigns with Google’s Data Manager Tool now available to everyone. 

                  Use it for data integration (consolidates disparate first-party data sources into a unified analytics hub) and audience insights and targeting.

                  Google gives merchants new brand profiles, AI branding tools

                  New tools have been released to better showcase your brands and create visual content.

                  You can create a brand profile to highlight key merchant information on Search, featuring brand imagery, videos, customer reviews, deals, and more. 

                  Product Studio now includes brand alignment features that let you use uploaded images to inspire your AI-generated ad and the ability to create videos from a single product photo.

                  Google tests AI-powered ads for complex purchases

                  Google is testing giving consumers an interactive experience upon getting their search results. 

                  AI will be used to provide tailored advice and recommendations based on user needs and context. 

                  The aim is to improve user experience on the SERP and provide a ready to convert consumer when they reach the brand landing page.

                  But what will this do to search traffic to brand sites? Time will tell. 

                  Why we care. A lot of updates this year focused on less effort for a consumer to click through the site. So it will be interesting to see what that leads to for driving traffic. Still, there are several functionalities that have been introduced that have been long awaited (like reporting) and allow brands to better showcase their creativity.

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




                  Super Early Bird rates expire this Friday… enter the Search Engine Land Awards now!

                  Written on May 22, 2024 at 3:31 am, by admin

                  Blue background with white Search Engine Land logo and a woman in a blue dress holding a trophy.

                  Winning an industry award can greatly impact how customers, clients, and colleagues regard your brand.

                  Showcase your achievements and celebrate your professional excellence by entering the Search Engine Land Awards — the highest honor in search marketing!

                  Since its 2015 inception, the Search Engine Land Awards have honored some of the best in the search industry — including leading in-house teams at Wiley Education Services, T-Mobile, Penn Foster, Sprint, and HomeToGo – and exceptional agencies representing Samsung, Lands’ End, Stanley Steemer, and beyond.

                  This year, it’s your turn. And now is the best time to apply: Super Early Bird rates expire at 11:59pm ET this Friday, May 24submit your completed application before then to save $300 off final rates (per entry!).

                  Want to learn more? Check out our FAQ page, explore the 2024 categories, and review advice from the judges. 

                  Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing