Digital Marketing: latest News from the World – March Part 1
Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
Important information on what's new in SEO
Terakeet, a company that focuses on brand management for global brands, has presented a study analyzing the impact of appearing or not appearing in Google’s AI Overviews on a page’s web traffic. According to the report, pages that appear in these AI-generated overviews experience an increase in clicks, while those that are left out see a reduction in their visibility and, therefore, their traffic.
Terakeet has segmented the analyzed websites according to their position in the SERPs. The “Top-Ranked” are those that are located in the first 2 positions and the “Lower-Ranked” are those that are located between position 3 and 10. It has also differentiated according to the search intention of the website, dividing them into transactional or informative.
Some of the key conclusions drawn from the study are:
- Informational queries: AI Overviews diverted traffic away from informational websites in positions 1 and 2, but increased traffic to informational websites appearing between positions 3 and 10.
- Transactional queries: Transactional sites included in AI Overviews get more traffic, regardless of their position on the first page of Google.
- Top-Ranked transactional queries: sites included in the AI Overviews had 3.2 times more clicks than those that did not appear in the AI Overviews.
- Lower-Ranked informational queries: web pages included in AI Overviwes got twice as many clicks as those that appeared in a SERP without AI Overviews.
- Lower-Ranked transactional queries: websites with a presence in AI Overviews got 3.6 times more clicks than results without AI Overviews.
In other words, for both informational and transactional queries, presence in AI Overviews creates a clear competitive advantage for websites.
Likewise, the inclusion of AI Overviews is altering user behavior in search engines. Whereas higher rankings in Google used to ensure higher traffic, this pattern is no longer as predictable. This indicates that traditional SEO strategies must adapt to this new landscape.
Adi Srikanth, senior data scientist at Terakeet and author of the study, noted that, “Generally speaking, being excluded from an AI Overview has measurable and significant harms for a website. Conversely, being included in an AI Overview has clear benefits for websites. And, in general, the presence of AI Overviews drastically changes web traffic on web pages.”
Google criticizes low-effort content that only appears to be of high quality
Google expert John Mueller warns about the trend of publishing low-effort content that “looks good” but offers no real experience. According to the source, this practice raises questions about the reliability and actual quality of what is being shared online.
The problem with low-effort content
Many creators reportedly rely on artificial intelligence tools to produce quick content that appears to be expert. However, the appearance does not guarantee that there is real knowledge behind it. Google, through John Mueller, has been critical of this phenomenon.
The situation becomes complex when readers rely on text that “looks good” but lacks rigor. This can damage the credibility of sites and affect the user experience. Quality becomes an essential factor in gaining the audience’s trust.
John Mueller’s view: Appearance is not everything
According to the source, Mueller expressed that some sites employ AI-generated images in their articles, something that can give away a lack of real expertise. It’s not that the images themselves are a problem, but the signal they can send about the dedication put into the content.
His position does not condemn artificial intelligence, but rather the mass production of superficial content that appears professional. The criticism focuses on those who confuse good presentation with true expertise, neglecting the veracity and accuracy of what is published.
The dilemma of “low effort, but looks good.”
Mueller noted that there are those who defend low-effort content by arguing that it “looks good” and that’s good enough. However, Google reportedly insists that form should not replace substance. Depth of knowledge remains paramount.
For the SEO community, the question lies in how much Google values real expertise versus mere appearance. This has a direct impact on site rankings, as search engines seek to reward quality and relevance.
The importance of the real experience
According to the source, the real problem is that a non-expert reader might believe that the content “looks professional” and take it for granted without question. This can lead to misinformation and damage trust in the web. Transparency in content creation becomes vital.
Even artificial intelligence itself, such as ChatGPT, recommends checking the information generated. This reveals that AI is not always reliable for complex or specialized topics. Expert intervention remains the best antidote to errors or inaccurate data.
Should we raise the quality standard?
Given this situation, the question that arises is whether the bar for considering content as “quality” should be higher. Reliability becomes a determining factor: it is not enough for the text to be well written, it must also be accurate and verified.
According to reports, Google’s recommendation is that every piece of content goes through an expert review or at least a validation process to ensure the accuracy of the data. This involves more effort than simply “shaping” text with AI.
The risk of misinformation
With the proliferation of AI tools capable of generating text and visuals, the risk of misleading content proliferating increases. Many people may not have the ability to distinguish between truthful content and content based on inaccurate data.
According to the source, the ease of producing large quantities of articles creates the temptation to saturate the web with superficial content. However, this practice can backfire on sites, as search engines prioritize quality and reliability.
Best practices for creators and publishers
To maintain credibility, SEO experts recommend verifying all information, especially if it comes from automatically generated content. One way to do this is to rely on the advice of professionals in the subject matter.
It is advisable to consult reliable sources and check data before publishing. In addition, transparency about the use of AI can help readers understand how the content was developed. For more information, visit Google’s official documentation.
Impact on SEO and the future of content
According to the source, Google could tighten its evaluation criteria, paying more attention to the strength of the information rather than its appearance. Authority and actual expertise will become decisive factors for ranking in search results.
In the long run, content that is verified and backed by experts is likely to stand out over content that just “looks good.” This will force creators to take the quality, accuracy and usefulness of each published article more seriously.
Latest Tech and Digital Marketing Updates
📌Yope, the new rrss of Generation Z. It combines the best of Instagram and WhatsApp, but with a focus on privacy. It shares photos and messages in closed groups without algorithms or ads. It already has more than 2 million users.
📌The platform with the best short-term ROI is… TikTok Ads. A Dentsu study tells that ads on TikTok generate the highest short-term ROI, reaching 11.8x in six weeks. Narrative-driven ads are the top performers.
📌The latest from Instagram. They now allow creators to include testimonials in partnership ads: 125-character comments highlighting the benefits of the product or service.
📌Crocs leverages AI. Users can design their own embellishments for their Crocs by uploading an image and entering a prompt, as well as choose from different artistic styles and purchase them.
📌Elon Musk in search of advertisers for X. He has integrated AI into his advertising platform. It allows you to generate ads automatically by entering your website URL, and the AI will create copy, an image and a call to action tailored to your brand.
📌Google AIO drives traffic to YouTube. AI Overviews are sending more and more traffic to YouTube, especially on complex queries that can’t be easily answered by traditional search.
📌Two important news from OpenAI Sora, their video-generating AI, is now available in Europe for Pro and Plus users. On the other hand, they have introduced GPT-4.5, improving ChatGPT.
📌Instagram on viewing time. The algorithm does not focus on the percentage of video viewed, but on the total amount of seconds viewed. Thus, long videos are not penalized.
📌Sesame’s bombshell. They have launched Maya and Miles, their conversational voice assistants. They stand out for their incredible naturalness and expression. They understand the context in real time and adjust their tone and personality according to the situation.
📌Are reviews important? At least in Spain, yes. According to Skeepers, 89% of Spaniards consult online reviews before buying a product. In addition, 74% research online before buying in a physical store.
📌Thanks for everything, Skype. Microsoft has announced the closure of Skype on May 5. It revolutionized communications in the early 2000s, and will now be replaced by Microsoft Teams.
