Lindsay Roman’s Post

Klick just shared a compelling POV on the AI revolution, shedding light on its remarkable impact across industries, notably digital marketing. The article delves into how AI-driven changes are set to reshape the search landscape, emphasizing the importance of considering implications for SEM. The article is spot on, but digital marketers must also consider SEO strategies and implications to own the AI-driven results frame. The results frame is so important because it will likely answer your question. This will decrease website traffic (quality visits will increase) but we have to optimize our website properties so the AI tools can pull (our) quality content into the results frame. To navigate this transformation, industry leaders like myself must align with the evolving frameworks. For example, Google is shifting towards a new framework with more emphasis on experience. User experience and tailored content strategies should incorporate elements like author bios, expert insights, and customer reviews which should meet the stringent criteria of the new framework. As we embark on the journey to "own the AI results frame," the key lies in strategizing optimal prompts and crafting tailored content to bridge existing gaps. By closely monitoring how AI tools interact with prompts and generate results, digital marketers can refine their approach and enhance visibility effectively. Possibly pushing users through the conversion funnel with more ease. I'm curious to hear your thoughts on owning the AI results frame! Klick's POV on search can be found here:

Google is consistently making changes in the advancing AI era. They don't want to be left behind. At KYBER, we've been closely monitoring Google's recent updates and their impact on our marketing efforts. Here's what we've learned: ✍ Google Notes Shutdown Google Notes, a feature allowing users to annotate search results, is shutting down at the end of July 2024. We've been experimenting with this feature and have found it valuable for gathering user insights. If you've been using Notes, make sure to export your data through Google Takeout by the end of August 2024. 🔍 Google Merchant Center Next Google is rolling out Merchant Center Next, a simplified version of the existing platform. While it offers automatic product data detection and a cleaner interface, we've noticed some limitations: - Lack of feed rules and supplemental feeds (coming soon in 2024) - Limited ability to optimize product listings - Focus solely on Google products 💻 AI Content Classification A recent API leak suggests Google may have a site-level AI-generated content (AGC) classification score. While not officially confirmed, this aligns with our observations of shifting search rankings for AI-heavy content. Our approach: We're focusing on creating high-quality, original content that balances human expertise with AI assistance. This strategy has helped us maintain strong search visibility while leveraging AI's efficiency. 💵 Revenue Attribution Importance In light of these changes, we've doubled down on revenue attribution. By connecting our marketing efforts directly to revenue, we're able to: - Prove ROI more effectively - Optimize campaigns based on actual revenue impact - Allocate budgets with greater confidence This approach has been crucial in navigating Google's updates and maintaining our marketing effectiveness. 🖊 Adapting to Core Updates Google's March 2024 core update emphasized content quality and user experience. We've seen positive results by: - Creating comprehensive, informative content - Improving website navigation and mobile-friendliness - Focusing on user engagement metrics Is Google heading in the right direction or will they be left behind by the ever-changing AI landscape? I wonder what that AGC classification score was for Google...

Despite Google's botched AI overviews rollout... They must continue to expand AI overviews to compete. How will this affect your brand's organic traffic? Google is facing stiff competition from Bing, Perplexity, and ChatGPT. Google's recent introduction of AI overviews—their first of many AI-powered search features—faced challenges, including inaccurate and potentially dangerous responses. This forced them to scale back the visibility of AI overviews to less than 9% of queries. While Google takes a step back to refine their approach, brands need to consider their next steps to prepare for generative AI search. Here's what's coming: Search engines are changing - Search engines will release more generative AI features - Organic traffic patterns will change - Google will remain the dominant search engine (but face stiff competition) Consumer search behavior is changing - Search queries will get longer and more complex - Consumers will ask follow-up questions - Buyers will spread their searches across multiple search engines The challenge: Change often brings opportunity. Google will refine their approach to generative AI and likely expand the visibility AI overviews later this year. Brands must identify which content is defensible and refocus resources accordingly. While it's too early to predict exactly how generative AI search will unfold, now is the time to reposition your content and proactively update your content strategy. Introducing the AI Overview Content Playbook—our guide with 14 specific recommendations for preparing your content for AI overviews and generative AI search. https://lnkd.in/gSwdSUPE Grab the AI Overview Content Playbook for detailed strategy recommendations for AI overviews and generative AI search. This guide offers 14 detailed recommendations for updating your SEO content strategy for AI search. https://lnkd.in/gSwdSUPE

By Tuesday, three prospects inquired about AI search positioning this week. So here is what actually works, based on data from multiple industry sources: 1. Source Selection Companies consistently mentioned in quality sources appear more frequently in AI responses. ‣ Focus on publications likely to be in AI training data - these are usually press and high-authority industry websites, aka talking about your offering outside your website matters more than ever. ‣ Prioritize sources with structured, clear content. If you need to prioritize and optimize resources, or, in other words, optimize your PR budget, choose websites with properly structured content (if you don't know how, ask). 2. Content Approach ‣ Create in-depth, expert-led content - one thing became clear in 2024: AI won't fix poor rankings and brand positioning. Both Google and AI search bots are heavily moving towards expert content for their AI results, not "more" content. Start involving experts in your content production. ‣ Update material regularly for relevance - freshness matters always, and in a world where there will be only one winning result, being fresh is mandatory. ‣ Implement schema markup for better AI understanding—you want to be on the safe side and ensure your content is well understood. I believe that search technology has been using AI for over a decade, and it does not rely on itemprops to understand meaning, but again, safety first. 3. Measurement to maximize your brand signals ‣ Monitor branded search volume as an authority signal - that's easy to do in both Search Console or if you are big - Google Trends. ‣ Track mentions across authoritative sources - mention.com does a great job, and smaller social listening tools would do, too. ‣ Analyze user engagement metrics in GA4 ‣ Brands advertise 99% of the time, and search platforms know this. In this context, advertising is a brand signal. This isn't about gaming the system - it's about building real authority for a new medium.

What a great article from FiftyFive&Five - something that's been on my mind a lot lately, and addressed really well in this content. There's much we still don't know about how AI powered search will change the search landscape in the medium term, but it certainly is driving the need for a change in how we think about content creation and authority. To quote this article, "AI isn’t killing search. It’s reshaping it, creating a richer, more complex landscape where the businesses that succeed are those that dare to lead the transformation." Food for thought! https://lnkd.in/ex9um9ct

AI is getting jammed into just about everything nowadays, but how accurate are the search results that come back, and how does it compare to social search and traditional? Find out why you shouldn't put all your eggs in one basket in this well done comparison from Robert Carnes at HubSpot.

The concept of Google's AI in SERPS essentially mimicking the traditional marketing funnel is actually very interesting. And within that lays the "Perfect Click" which focuses on guiding the user to the ideal bottom of funnel of action, or single best page that solves their problem. Here's an example in action: 1.) AI Tailors Awareness: User A searches for "best running shoes for beginners". The AI overview summarises key features of different shoe types. 2.) AI Guides to Perfect Content: The overview highlights a specific cushioned shoe model known for good support, based on user intent and reputable content. 3.) Perfect Click in AI Overview: User A clicks directly on the recommended shoe review within the overview, eliminating extra steps and landing on perfect content. Optimising for that "Perfect Click" then is all about putting yourself at the centre of the conversation between human and machine. How can you influence the machine to act in your favour and guide users to you instead of your competitors?

AI is transforming the way we approach marketing, and it’s about to shake up everything from search engines to brand strategy. 🚀 MarketingWeek’s article, 'AI search is going to change marketing… are you prepared?' dives into how AI will challenge performance marketing and shift the focus back to the power of branding. As AI technology evolves, brands must stay ahead of the curve and rethink their strategies. Is your brand ready for the AI-driven future? Read the full article and let's talk about how you can adapt your marketing efforts. 🧠💡 #AIMarketing #BrandStrategy #DigitalTransformation

Reducing Your Dependency on Google Traffic – Part II: Generative AI https://drumup.io/s/awuka4 #marketing #digital #digitalmarketing #helpopedia #helpopediaedutech #hiteshchhatralia via drumup.io