Digital Marketing Updates for Impact Brands: Early Summer Edition

This summer has been a whirlwind with lots of exciting developments in the world of SEO and digital marketing.

Here’s a quick rundown of what’s been happening and why it matters for brands making a positive impact:

?? Goodbye, Continuous Scroll

Google is waving goodbye to continuous scroll on desktop and soon on mobile. While the pagination bar and "more results" button make a comeback, the results pages are now about 100 results long.

Why it matters: This change is designed to deliver faster results, but it may affect how users interact with search pages. Brands should monitor their SEO metrics to see if these changes influence user behavior and adjust their strategies accordingly.

?? AI Overviews: Here to Stay?

AI Overviews seemed to take a backseat, dropping from 15% to 7% of queries this summer. Despite some reliability issues, Google remains committed to AI.

Why it matters: Sticking with tried-and-true SEO best practices ensures steady visibility amidst these changes. AI Overviews can offer valuable insights but should be approached with caution until consistency improves.

?? Which SEO Tools Track AI Results?

Google isn't monitoring AI-generated results yet, but several SEO tools are stepping up:

• Bright Edge’s Generative Results Parser
• Conductor’s "Next-Gen SERP Parser"
• SEMRush’s new SERP feature type
• ZipTie’s integration with Google Search Console

Why it matters: Utilizing these tools can help brands track the evolving SERP landscape, ensuring they stay ahead of trends and maintain strong SEO performance.

?? New Product Schema Properties

Google's latest updates allow site owners to add return policies and shipping information directly via Google Search Console.

Why it matters: This change can enhance clickthrough rates and improve product visibility. Brands, especially those in e-commerce, should update their schema to take advantage of these new features.

?? OpenAI Testing AI Search Features

OpenAI has confirmed they are testing a prototype for AI search features. With Chat-GPT4-o’s browse mode changing how users find information, traditional search engines might need to watch out!

Why it matters: This could mean new opportunities for visibility. Staying informed about these developments can help brands capitalize on new search technologies as they emerge.

Actionable Takeaways:

1. Monitor SEO Metrics: Keep an eye on your SEO performance to see how changes like the removal of continuous scroll affect user behavior.
2. Stay Agile with AI: Continue using established SEO practices while experimenting with AI Overviews to gather insights.
3. Leverage SEO Tools: Utilize tools like Bright Edge, Conductor, and SEMRush to track AI results and adjust your strategies accordingly.
4. Update Schema Markup: Take advantage of new schema properties to enhance your product listings and clickthrough rates.
5. Watch Emerging Technologies: Stay updated on new search technologies like OpenAI’s prototype to seize new visibility opportunities.

What are your thoughts on these updates? Let’s discuss in the comments below! And check out the first comment for links to the mentioned resources. ??