📢 Big News!
Perceptive Marketer is officially changing hands! I, your handy dandy host, will be taking this newsletter over completely. Two things will be changing:
- The email will be going away in a couple editions, but…
- You’ll be able to get all your insights on the new Perceptive Marketer LinkedIn.
Hurry — subscribe before you forget!
SEO & SAIO 🔍
- AI Mode and AI Overviews links are getting a new look. They are launching an update to “show inline links higher up in responses more frequently, helping to ensure key sources are easily clickable right when you need them.” Also, they’re adding a new section that includes links and additional context to what they deem are “official” pages that answer your query. We’re all in favor of providing more links and context in AI Mode and AI Overviews… as long as they are sourcing the most relevant and helpful links. And more links can mean more clicks.
- Rank Tracking Broke In September — The Future Is Measured By Brand & Revenue discusses how the September/October issues impacting third-party tools’ visibility tracking may be more of the reality moving forward. If so, it means we SEOers need to rethink how we are tracking and reporting success. Instead of looking for month-over-month or year-over-year keyword ranking improvements, maintaining a higher and healthier share of overall visibility vs. competitors could be a sign of success. Instead of looking at just Organic Search and AI Search visits to your website, examining conversion growth is a better metric of success. Most importantly, don’t let the tactical change in data points slow down the strategic necessity to keep moving forward with SEO and SAIO.
- Don’t be alarmed by this headline: ChatGPT (and other LLMs combined) send less than 1% of traffic Google attributes. However, ChatGPT visitors convert at a much higher rate than Google organic visitors at 13.8% vs. 3.02%. Second, we don’t know how many of Google’s organic clicks are from AI Overviews and AI Mode. All this demonstrates you need a dual SEO/SAIO strategy to be sure your brand’s visibility and authority are seen wherever today’s searchers are looking.Â
- What is ACTUALLY working in SAIO? Orbit Media has a quick, hard-hitting list of what marketers have reported working for them. (It should look pretty familiar.)
- “Answer the questions your buyers actually ask …not just basic FAQs
- Support every claim with evidence …not just simple E-E-A-T
- Publish original data worth citing …not just typical content marketing
- Earn mentions in the places AI learns about your specific niche …not just standard PR
- Measure AI referrals and leads, watch direct traffic …not just standard GA4 reports)”
Digital Marketing 📢
- LinkedIn digital business cards? Yes please! They’ll be rolling out a customizable interface globally in the next few months.
- Brands are embracing analog photography to align with the need for authenticity with unedited, real-life photography. Getting people off their phones and out of the social media mindset activates a presentness not normally active in daily life. Analog is sooo back. đź“·
- 51% of shoppers don’t want anything to do with AI checkout. BUT they do use price/product comparison tools. I think this mindset should apply to more AI implementation decisions. People aren’t ready to fully trust AI, so give them ways to verify.
Do Good Spotlight: GENYOUth 🌟
Setting up adults for active and healthy lifestyles starts in childhood. GENYOUth helps increase students’ access to nutrition and physical activity. With grants, programs, and partnerships help enable healthier, happier students across the nation! Learn more: GENYOUth.
Thoughts to Take With You… đź’ž
It’s been one big hoedown running this newsletter with y’all. Because reminiscing is actually good for you, here’s a list of my favorite editions:Â
*Cue movie montage set to Queen’s “Don’t Stop Me Now”*
