Should You Bother with Core Web Vitals? Meta’s Ad Automation Concerns, and Google’s New Video Shopping Ads
Welcome to this week’s Digital Discovery.
Each week we cover the latest developments and everything you need to know in the world of digital marketing .
This week, we’ll dive into the latest SEO news, innovations in video and travel ads, and updated best practices for a stronger online presence. Each story includes a “Why it matters” section to give you actionable insights and highlight the strategic importance of these developments for your campaigns.
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Ok, let’s dive into this week’s update to ensure your brand stays one step ahead!
Latest in AI and SEO
Core Web Vitals: A Minor Factor in SEO Rankings
Google’s John Mueller recently emphasised that Core Web Vitals (CWV) don’t significantly impact SEO rankings, reiterating what some marketers have observed for years. While CWV focuses on user experience by optimising site load speeds, interactivity, and visual stability, it plays only a minor role in determining ranking. Websites with weak CWV scores can still rank well if they excel in areas like relevance, quality content, and authority, suggesting that while improving CWV is beneficial, it’s not a top-ranking factor.
Why it matters: Focusing solely on CWV could divert resources from more impactful SEO tactics like content quality and link building. By prioritising core SEO fundamentals and using CWV as a final polish, brands can achieve better rankings and user engagement.
Read more on Search Engine Journal and check out Mueller’s LinkedIn discussion .
Sitelinks Search Box Removal Coming to Google
Starting in November, Google will no longer support the sitelinks search box, a tool enabling direct in-site searches from Google’s results pages. This change impacts websites with sitelink search box schema, requiring adjustments to direct user flows and on-site search features. As Google prioritises its AI capabilities, marketers may see the loss of this feature as part of a larger shift toward dynamic and context-driven search elements.
Why it matters: This change makes site architecture and clear navigation more critical to ensure users find the content they need. Websites relying on the sitelinks search box should optimise internal search functionality and enhance page interlinking to help users navigate effectively.
Read more on the Google Developers Blog
Google AI Struggles with Financial Queries
A recent study reveals that Google AI is incorrect in 43% of finance-related queries, highlighting its current limitations in specialised areas. This shortfall is significant for finance-focused digital marketers and content creators, who may need to counter inaccurate AI responses by producing optimised, factual content. Google’s AI-driven search improvements are a priority, but the technology still has gaps, particularly in handling complex or nuanced information.
Why it matters: This study shows the continued value of authoritative, well-optimised content, especially in sectors where accuracy is critical. Finance brands should consider strengthening their SEO strategy, knowing that users might seek reliable, human-authored content over potentially inaccurate AI responses.
Read more on Search Engine Journal .
New Favicon Resolution Guidelines from Google
Google now recommends using higher-resolution favicons (48x48 pixels) to improve brand visibility and site polish in search results. This update signals Google’s emphasis on visual quality and encourages brands to update their favicons to meet this new standard. While favicons are a minor SEO element, they’re part of a complete user experience that contributes to brand recognition and site clickability in search listings.
Why it matters: Updating favicons to the new resolution can enhance click-through rates, making brand assets visually appealing in an increasingly visual SERP landscape. As more users interact with search results visually, following Google’s guidelines for favicons supports a strong brand presence.
Find out more on Google’s developer page .
Google Trends SEO Documentation: New Resource for Marketers
Google has released new documentation for using Google Trends as a tool for SEO enhancement. The resource offers detailed guidance on how to analyse search trends effectively, aligning content strategy with audience demand. By integrating trend data, marketers can better time their content and address seasonal peaks, geographic interest variations, and rising topics that resonate with target audiences.
Why it matters: For SEO and content teams, this documentation offers actionable insights to optimise content strategies with data-driven decisions. Understanding trends enables brands to capture relevant search traffic and position their content to match what’s in demand.
Check out the Google Trends Developer Guide .
Latest in Online Ads
Google Expands Travel Feeds in Search Ads
Google has broadened its travel feeds within Search Ads, enabling travel advertisers to dynamically display real-time information like prices, availability, and itineraries. This development allows travel brands to present more accurate, timely details directly in search ads, catering to users’ needs for up-to-date travel data. By providing rich content in ads, Google aims to boost engagement and improve ad performance, particularly for travel industry advertisers.
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Why it matters: With real-time travel data in ads, brands can enhance ad relevance and potentially increase click-through rates. Integrating travel feeds aligns with best practices for travel advertisers seeking to make their ads more attractive and informative in a competitive market.
For more information, see Google’s official blog post .
Google Tests Video-Enabled Shopping Ads in Search
Google is testing video-enabled shopping ads in search results, creating a more dynamic ad experience by allowing brands to showcase product videos directly in search ads. This test reflects a shift towards a more interactive and visual shopping experience that can help brands attract potential customers. If successful, video-enabled ads could become a staple, especially for advertisers with high-quality video assets.
Why it matters: Early adoption of video-enabled shopping ads could offer brands a unique advantage, capturing attention and increasing engagement with potential buyers. As users increasingly engage with video content, incorporating it into search ads aligns with best practices for modern ad campaigns.
Read more on Search Engine Land .
Meta's Automatic Adjustments Feature Raises Concerns
Meta has introduced automatic adjustments for ad accounts, a feature that uses AI to optimise campaigns based on user behaviour. While these adjustments can help improve campaign efficiency, some advertisers have raised concerns over data privacy and the potential loss of control over ad settings. For those who prefer more manual oversight, Meta offers an opt-out option.
To opt out of automatic adjustments in Meta ad accounts:
Why it matters: This change highlights the ongoing balance between automation and control. Advertisers focused on brand consistency or data privacy may find it advantageous to disable automatic adjustments to maintain full control over their campaigns.
Google Introduces Video Asset Testing in Performance Max Campaigns
Google Ads has added video asset testing in Performance Max campaigns, helping marketers evaluate different video creatives for better campaign performance. This tool allows advertisers to test and optimise video assets, a key benefit as video content continues to drive engagement. With Performance Max campaigns already leveraging Google’s AI to reach users, adding video testing will enhance ad efficiency and resonance.
Why it matters: As video continues to dominate user engagement, this feature allows advertisers to pinpoint the most effective video content. Testing assets gives brands data-driven insights to refine ad campaigns, ultimately improving ROI and campaign success.
For full details on Performance Max video testing, visit Google’s support page .
Final thoughts
This week’s updates underscore the fast pace and constant evolution within the digital marketing landscape. From Google’s adjustments in SEO metrics to its expansion of video and travel-focused ad formats, the overarching theme is clear: user experience and relevancy are more crucial than ever. Whether it's optimising for Core Web Vitals, embracing video content in ads, or understanding AI’s current limitations in search, adapting to these shifts can help brands build stronger, more effective digital strategies.
Staying agile and responsive to these changes can set your campaigns apart, enhancing both visibility and engagement in a competitive market. As always, prioritise high-quality content, precise targeting, and regular strategy updates to align with the latest best practices. With these tools and insights, your brand will be well-positioned to navigate the next wave of digital innovations.
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