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Forbes
30-07-2025
- Business
- Forbes
How To Optimize Your Content For Google AI And ChatGPT
AI chatbots are not created equal. Chatbot developers at competing companies often place a different emphasis on what gets suggested, the sources that are used, and how they intend the user to act on the information presented. In a new report, SEO consulting firm BrightEdge dove into the differences between Google's AI Mode and ChatGPT. While both gave similar responses to basic comparison questions, they took different tactics when users asked for actions. 'AI search is no longer one thing—it's splitting into at least two distinct philosophies,' BrightEdge founder and CEO Jim Yu says in the report. When asked for advice to accomplish a certain task, BrightEdge found that Google tends to surface more things to read and learn from. ChatGPT, meanwhile, often suggests tools and apps to do the task. For example, with a prompt asking how to find a doctor, Google provided directions to a hospital. ChatGPT suggested users try Zocdoc, an app with medical professional listings and information. When asked how to learn Python, Google directs users to GitHub and Medium blogs, while ChatGPT suggests online course site Udemy. And a query on how to make a budget has Google sending users to NerdWallet research and blog posts, while ChatGPT suggests financial apps including Mint and YNAB. BrightEdge also looked into the differences between results from Google's AI Overviews—the curated information that shows up at the top of several search result pages—and Google AI Mode—the new button to the right side of the search bar. AI Overviews are constantly changing, but showcase brands in 43% of queries. They also can include 20 or more inline citations. AI Mode, on the other hand, surfaces brands in 90% of its responses, and it's 3.8 times more likely to feature a unique brand. What does all of this mean for marketers? As a practical matter, you should continue to hone your AI strategy. It's time to go deeper than just having content. How does your content show up in an AI search, and what do you want users to do once they find it? Should you concentrate on broad content that helps others learn, actionable solutions, or both? It's also important to remember that the number of people searching on a particular platform can shift. Search leader Google is quickly rolling out AI Overviews, but AI Mode may become more of a default option. And ChatGPT could see its search fortunes grow through strong performance or a well-placed agreement with an operating system, browser or device. Regardless of how people find content online, once it's out there, it can serve as content for everyone in the world—part of a global content strategy. There are many nuances between a winning global strategy and a successful local one. Nataly Kelly, CMO at market research platform Zappi, recently co-authored a book about it with Katherine Melchior Ray titled Brand Global, Adapt Local: How to Build Brand Value Across Cultures. I talked to Kelly about the two strategies. An excerpt from our conversation is later in this newsletter. This is the published version of Forbes' CMO newsletter, which offers the latest news for chief marketing officers and other messaging-focused leaders. Click here to get it delivered to your inbox every Wednesday. BIG DEALS Photo illustration byThe long-pending $8.4 billion Paramount-Skydance merger was approved by the Federal Communications Commission on Thursday following several actions that suggested the new combined company would further the interests of President Donald Trump. Right before the merger went through, Skydance Media said in FCC filings that it would conduct a comprehensive review of Paramount-owned CBS News, which would include adding an ombudsman to evaluate 'any complaints of bias.' Skydance also announced it would end any diversity, equity and inclusion programs—including removing goals to hire a certain number of women and minorities. The company said new management for Paramount would guarantee news and entertainment embody 'a diversity of viewpoints across the political and ideological spectrum, consistent with the varying perspectives of the viewing audience.' In recent weeks, Paramount has taken other steps that Trump praised, purportedly in the name of getting the FCC's approval for the merger. The company paid $16 million to settle a lawsuit the president filed against CBS News, which claimed that the editing of a 60 Minutes interview with former Vice President Kamala Harris improved the way she sounded. Days after the settlement, which The Late Show host Stephen Colbert called 'a big fat bribe,' Paramount announced it was cancelling the long-running show next May. While Paramount said the decision was purely financial, critics speculated it was because Colbert is a frequent Trump critic. In remarks to CNBC, Trump-appointed FCC Chairman Brendan Carr said the deal shows that 'President Trump is fundamentally reshaping the media landscape,' writes Forbes senior contributor Andy Meek. Journalists and critics agree, especially because it appears that some of CBS's independence might be erased in the merger. However, the deal also includes Comedy Central, which features news and political commentary program The Daily Show . Also on Comedy Central is South Park , which skewered Trump and the Paramount-Skydance deal in its season premiere last week, the first episode in a five-year deal that made the show's creators Trey Parker and Matt Stone billionaires, writes Forbes' Matt Craig. The merger, scheduled to be finalized next week, will put movie producer David Ellison on top of the mega media company. Ellison's father is centi-billionaire and Oracle cofounder Larry Ellison, who controls the majority of voting and equity shares in the holding company acquiring the majority stake in Paramount, writes Forbes' Phoebe Liu. IN THE NEWS LVMH CEO Bernard Arnault gives a speech in April. THIBAUD MORITZ/AFP via Getty Images Luxury brands have seen sales slowing across the board for the last year, so it's not especially surprising that conglomerate LVMH reported a decline in sales for the first half of 2025. Forbes contributor Mari Sato writes that analysts expected LVMH's first-half sales growth to drop more steeply—it was down only 3%, as opposed to a projected 7%. However, the overall sales decline was driven by the fashion and leather goods segment, which generated about half of LVMH revenues last year, writes Forbes senior contributor Pamela Danziger. Danziger writes that the luxury conglomerate is likely to press forward with new innovations and an increasing focus on quality. Christian Dior and Loewe recently added new fashion directors, who might be able to pull up sales once they become more influential in the brand collections, while Louis Vuitton has the opportunity to improve quality at lower price levels. Dannziger writes that LVMH CEO Bernard Arnault told the Wall Street Journal that adversity tends to be a catalyst for luxury innovation: 'In periods when the economic climate is more difficult, when the market slows down, which is the case today, we tend to come out stronger.' SOCIAL MEDIA FABRICE COFFRINI/AFP via Getty Images As new regulations aimed at stopping foreign interference in elections are set to go into effect in the EU, Facebook and Instagram parent Meta has decided to stop serving political, electoral and social advertising on its platforms there, writes Forbes senior contributor Emma Woollacott. Meta said the decision 'won't prevent people in the EU from continuing to debate politics on our services, or stop politicians, candidates and political office holders from producing and sharing political content organically. They just won't be able to amplify this through paid advertising.' The new regulation goes into effect in October, and deals with transparency and targeting of political advertising around elections and EU or member state legislation. Under the new law, political ads require a transparency notice, and targeted ads are only allowed if an individual user has given explicit consent. Last year, Google decided it would also opt out of political ads in the EU because of the new law. The company said the law defines political advertising too broadly, and that there's no reliable election data that can accurately identify all of the ads and campaigns that may be subject to the law. ON MESSAGE Why There's No Such Thing As Just One Marketing Strategy Zappi CMO Nataly Kelly and the cover of her new book. Zappi Today, many products and brands are expanding to global consumers, and marketers should take note of the competitive landscape and consumers in each market. Market research platform Zappi CMO Nataly Kelly recently published Brand Global, Adapt Local: How to Build Brand Value Across Cultures with storied marketer and UC Berkeley lecturer Katherine Melchior Ray, which analyzes this issue. I talked to Kelly about what CMOs need to know. This conversation has been edited for length, clarity and continuity. How are cultural touch points and localization strategies important? Kelly: It's really important to have the ability to adapt—the freedom within the frame. But then knowing how exactly you adapt is about getting close to your end customer in each market. A lot of brands rely on local agencies or team members to channel what the customer wants, because every market is slightly different: 'Customers in this market really like this flavor, or this color, or we're not going to launch that campaign on that day because that's a bad luck day in this market.' It's down to the detail of what do customers really value in that market? What's our competitive situation in that market? And also, what is our goal in that market? Your goal is not always the same in every market. Even though ultimately our goal as marketers is to help drive sales and revenue for products, it might be slightly different in each country because it might be: This product is doing well, but this one isn't, and we need to increase sales of that specific product, whereas in another country that might be your flagship. The local strategy has to tie to the local business goal and how it rolls up to the global strategy. It gets very complex inside companies when they are trying to determine how to map the global strategy to the local ones. That's where communication breakdowns often happen. But staying close to the customer is the ultimate best practice. Asking the customer directly is the No. 1 best way to get feedback. I happen to be a little biased here because I work for a consumer insights firm, and that's what we do. We help our customers in many markets capture feedback and data directly from consumers all the time. The No. 1 way to succeed in any market, whether it's local or global, is to be customer led, customer driven, and really at the heart of where your customers are. Companies have had to manage the dynamic between global and local strategies for decades, but now we've got social media, creators and everything immediately being everywhere. How has that changed what marketers need to do? I talk a lot with my own team customers about marrying offline and online. As we are digitizing, online is becoming more important, whether it's mobile apps, social media, or influence. Where you are commercializing your product, and where are you engaging with customers. The number of spaces has dramatically increased. It's multiplying like gremlins. The more of those we have, the more complex it gets for marketers. When you're online, you're global first. When you're offline, you're local first because your physical presence on the ground matters more. But when you're online, you have to think about global reach no matter what. In my view, online requires global for strategies and offline requires local for strategies. But it's not that they don't also require each other at every touch point, because you are going to want to capitalize on local reach with TikTok, Instagram or whatever social channel you're using. Those influencers have a local, targeted, curated following. This marriage of online and offline—and local and global—is becoming very interesting and harder than ever for marketers to parse. It all comes down to segmentation, and knowing, 'Okay, I'm using this influencer for this strategy. I know she's very popular in the U.S. market, and I know that she's got millions of followers.' What a lot of marketers might not do is get the breakdown. What percentage of your followers are in the U.S.? What percentage are in Europe? What countries in Europe? What languages do they speak? What's the engagement rate by market, by country? And you can determine: Is this a global play, or is it a U.S./U.K. play? Is it English-speaking markets only, or does this person speak Spanish, too? If so, maybe it's the U.S. Latino market and Latin America because she's got reach in multiple countries and languages. There's almost no such thing as one country and one language anymore, because the second you're online, you reach a global audience. I often say it's like throwing a rock in a pond: Are you going to throw it in a big pond, or are you going to throw it in a small pond? Are you going to throw a bunch of pebbles, or are you going to throw one big rock? It's really about what kind of reach do we want? What kind of penetration do we want, and how are we going to make that happen? What do marketers not know about global strategies, local strategies and how to make them work? There are two things. The first is how different they need to be by market, as we all come with our own assumptions about our home market that we live in. People always assume that there's more in common than there is, and they assume that things will work similarly when they might not. The No. 1 reason that they don't work similarly is time in market. You almost always start in one market at a time. What ends up happening is the next market you go into, you're at a different place in terms of penetrating that market. You may be the No. 1 brand in your category in the U.S. market. People assume, 'I'll just take this exact campaign in the U.S. and put it in the Canadian market because it's a smaller market and speaks the same language.' Actually, there's more than one language in Canada, and there might be very different buying behaviors there, and there's different competitors there. The second one is what I would call proximity bias. We are constantly seeing, hearing, watching the news, driving by advertising, walking on the street, and we forget that they're part of our collective knowledge about our own country and local market. We just assume everybody else knows those things, and it's underneath the waterline. In the book, we have this concept of the iceberg of culture. On the top is the basics of culture: We speak different languages. We are in different parts of the world. It's a different economy. But when you go underneath it, there's all these other things, like: Who are the competitors in this market? What are the representations of gender in this market? How do people purchase things? What's the right price point? Do they expect a freebie gift with purchase in this market versus another? I hear this all the time from friends who go to Korea or Japan: 'I got two bags of free things and I only bought one product,' whereas in the U.S., they're very stingy about that. COMINGS + GOINGS Workforce solutions firm ManpowerGroup tapped Valerie Beaulieu-James to be its first chief growth officer, effective August 1. Beaulieu-James joins the company after more than two decades at Microsoft in senior leadership roles, including chief marketing officer for Microsoft U.S. tapped to be its first chief growth officer, effective August 1. Beaulieu-James joins the company after more than two decades at Microsoft in senior leadership roles, including chief marketing officer for Microsoft U.S. Precision component manufacturer NN, Inc. appointed Timothy Erro as its new vice president and chief commercial officer, effective July 22. Erro most recently worked as vice president of global sales and new business development for Commercial Vehicle Group, Inc. appointed as its new vice president and chief commercial officer, effective July 22. Erro most recently worked as vice president of global sales and new business development for Commercial Vehicle Group, Inc. Enterprise software provider Appfire announced that Catherine Solazzo would be its chief marketing officer. Solazzo steps into the role after working in leadership for Syntax, Tech Data/TD SYNNEX, and IBM. STRATEGIES + ADVICE Social media is ablaze with controversy around American Eagle's new jeans ads featuring actor Sydney Sweeney, with some saying the ads sound like they were written by a white supremacist, while others claim the controversy is proof people are 'too woke.' Here are five lessons from the controversy to inform future marketing campaigns. Professional wrestling icon Hulk Hogan died last week. His life and persona was a master class in branding. Here are some lessons you can learn from his decades of fame. QUIZ Nostalgia reigns supreme in the entertainment world. Which of these popular cartoons appealing to adults from decades past is returning with new episodes? A. King Of The Hill B. Daria C. The Ren & Stimpy Show D. Rocko's Modern Life See if you got it right here.
Mint
24-07-2025
- Business
- Mint
Is AI killing Google search? It might be doing the opposite
AI upstarts were supposed to lay siege to Google's search-engine dominance. So far, the defense is winning. Google's ubiquitous search tool has proven surprisingly resilient to competition from the likes of OpenAI, which is hoping people will skip the search box and ask its chatbot for answers instead. One of Google's lines of defense has been its 'AI Overview" tool, whereby users can see answers generated by its Gemini AI model hovering above their traditional search results. Alphabet Chief Executive Sundar Pichai said Wednesday that this tool now has over 2 billion monthly users, up from 1.5 billion users in its last quarterly update. Google is also rolling out an 'AI Mode" that competes more directly with chatbots. 'We see AI powering an expansion in how people are searching for and accessing information," Pichai said in a call with analysts, adding that AI features 'cause users to search more as they learn that Search can meet more of their needs." Independent analyses suggest Google's AI search strategy is indeed having an impact. Search impressions—the number of advertiser links that show up in searches, even if they aren't clicked—grew by 49% in the year since the overviews were launched, according to a May report from BrightEdge, a search-engine-optimization firm. Those trends bode well for a search advertising business that accounts for more than half of Alphabet's overall revenue. The company said Wednesday that search revenue rose 12% from a year earlier in the second quarter to $54.2 billion, a record. Analysts surveyed by FactSet had expected $52.9 billion. The company's shares rose about 3% in after-hours trading. This outperformance underlines Alphabet's continued ability to monetize its search traffic. It has also helped that the advertising market has been relatively healthy in the quarter, despite some hiccups from tariffs and an uncertain macroeconomic outlook that had clouded the picture in April. Evercore ISI analysts said in a note this month that market checks showed ad budgets rising year-over-year in the quarter after a wobbly start. The real test of Google's search-engine resilience still lies in the future. One issue is that while AI overviews are boosting how many links users see, industry metrics show people aren't actually clicking on revenue-generating links as much. When AI overviews give people the information they seek, they don't need to. That is a puzzle Google will have to solve to keep itself on top. If it can show advertisers that they are getting a sufficient return on their spending through high-quality AI answers, the overview tool may lead to more spending and more revenue for Google. The other big unknown is how new AI-infused web browsers from the startup Perplexity and reportedly from OpenAI might change how people get information. Those challenges are in their infancy, and could make inroads against Google's Chrome browser. The impact to Google's revenue, if there is one, would only show up at a later stage, when the new entrants start building a substantial ad business tied to their software. What is clear is that Google has many tools with which to respond to the challenges. The company can modify Chrome to better compete against new entrants. It can imbue Gemini into other products. It can come up with software that others can't easily replicate, such as new AI-driven results in its 'Circle to Search" feature on Android phones, where users can circle anything on their screens and get feedback about it. Google also has a record of making defensive moves when it needs to. When search traffic was poised to shift to mobile phones two decades ago, Google acquired Android and developed its mobile-phone operating system. As Apple's iPhones became ubiquitous, Google started paying Apple billions of dollars to make its search engine the default in the company's Safari browser. And when the AI boom kicked off nearly three years ago, Microsoft's early AI push raised concern about Bing taking market-share from Google. That led Google to splash out on AI computing, and Microsoft didn't make much of a dent. Google's success has helped it build a cash pile it can deploy to keep up the defense. On Wednesday, Pichai said he was upping the company's 2025 capital spending to $85 billion from an earlier plan of $75 billion. Chief Financial Officer Anat Ashkenazi said the company would spend even more next year. There is no doubt that Google faces more serious threats to its search dominance than it has in a long time, not to mention unprecedented antitrust scrutiny across the the company is chronically undervalued compared with its peers. Based on its performance so far in the AI age, it looks likely to come out far less scathed than many skeptics believe. Write to Asa Fitch at
Time Business News
08-07-2025
- Business
- Time Business News
What is SEO? Ultimate Guide to Search Engine Optimization
Search Engine Optimization (SEO) refers to improving a website's visibility in search engine results. In other words, SEO means making your site more attractive to search engines like Google so that it appears higher for relevant queries. By optimizing content, structure, and technical elements, SEO helps connect your site with people who are actively searching for related information. A strong SEO strategy drives organic traffic (unpaid visitors) from search engines, which can lead to more leads, sales, or readership over time. Organic search now drives a majority of online traffic. For example, a BrightEdge study found that 53% of website traffic (BrightEdge study) comes from organic search results. With Google processing over 8.5 billion searches each day, optimizing for search has become essential. SEO is a core part of digital marketing: unlike paid ads that stop generating traffic when you turn off the budget, effective SEO offers sustainable growth. For instance, ranking on page one for a phrase like 'organic skincare products' can put your store in front of ready buyers. In essence, SEO aligns your content with real user intent and questions. what is seo It also builds credibility—top-ranked sites are perceived as more authoritative—and provides long-term value since optimized pages continue attracting visitors after the initial work. This guide will explain the fundamentals of SEO, the main types of SEO, and how a consistent monthly SEO service can help maintain and improve your rankings. Unlike many other channels, SEO brings highly targeted traffic: users clicking your site are actively looking for what you offer. For example, appearing for 'best running shoes 2025' connects your store to someone about to buy. In short, SEO matches content to user queries. For businesses of all sizes, being visible in search results means being found at the right time. SEO also focuses on user experience: Google favors fast, mobile-friendly sites. Today's SEO emphasizes clean site design and quick load times, because these help keep visitors engaged. SEO is vital because most online experiences begin with a search. Consumers often use Google (or other search engines) as their main gateway to the web. Indeed, studies show that over half of all website visits originate from organic search. Search Engine Land points out that about 53% of web traffic comes from organic search. This means customers are already looking for the products, services, or information you provide. Without SEO, your site may never be found by these visitors. By optimizing for search engines, you dramatically improve your chances of ranking higher in relevant search results and attracting those qualified visitors. A strong SEO strategy delivers multiple benefits: Increased organic traffic: Higher search rankings mean more people visit your site without paying for ads. Higher search rankings mean more people visit your site without paying for ads. Credibility and trust: Sites that appear on the first page are seen as more authoritative by users. Achieving high rank signals to visitors (and search engines) that your content is valuable. Sites that appear on the first page are seen as more authoritative by users. Achieving high rank signals to visitors (and search engines) that your content is valuable. Better user experience: Many SEO best practices (fast load times, mobile-friendly design, clear navigation) make your site easier and more enjoyable to use, which keeps visitors around longer. Many SEO best practices (fast load times, mobile-friendly design, clear navigation) make your site easier and more enjoyable to use, which keeps visitors around longer. Cost-effective ROI: Over time, SEO often beats other channels. Since you're targeting users who are actively searching for your offerings, conversions tend to be higher, and you don't pay for each click. Over time, SEO often beats other channels. Since you're targeting users who are actively searching for your offerings, conversions tend to be higher, and you don't pay for each click. Content marketing synergy: Publishing helpful content (like blogs, videos, infographics) gives you more keywords to rank for and naturally attracts backlinks and shares. For example, a well-researched blog post on an industry topic can drive both SEO traffic and earn external links. SEO is a long-term investment. Its effects compound: each month's optimization builds on the last. For example, optimizing a blog series and earning backlinks to it can double traffic over several months. In contrast to one-time ad campaigns, SEO traffic can grow even if you reduce spending later, as long as your site stays updated. In summary, ignoring SEO means missing out on a significant portion of potential customers who use search engines as a starting point. Search engines like Google follow a multi-step process for each search query: Crawling, Rendering, Indexing, and Ranking. First, bots (crawlers) discover pages by following links or reading an XML sitemap. They then process (render) the page's code and content. Next, the search engine analyzes the content and stores it in an index. Finally, when someone searches, the engine's ranking algorithm sorts the indexed pages to present the most relevant results. SEO aligns your site with this process. As Wikipedia notes, SEO is done because a higher rank leads to more visitors. In practice, this means: Keyword Optimization: Perform keyword research to find the terms your audience uses (e.g., using tools like Google Keyword Planner or SEMrush). Include target keywords in page titles, headings, and content in a natural way. For instance, if you aim to rank for 'digital cameras,' use that phrase (and close variations) in your title and throughout the content. Perform keyword research to find the terms your audience uses (e.g., using tools like Google Keyword Planner or SEMrush). Include target keywords in page titles, headings, and content in a natural way. For instance, if you aim to rank for 'digital cameras,' use that phrase (and close variations) in your title and throughout the content. High-Quality Content: Search engines aim to deliver valuable answers. Your content should thoroughly address the user's query in a helpful way. According to Search Engine Land, the goal is to publish 'helpful, high-quality content' that covers relevant topics and includes the keywords people use. Google's algorithms evaluate content quality based on factors like depth, freshness, originality, and user engagement. Search engines aim to deliver valuable answers. Your content should thoroughly address the user's query in a helpful way. According to Search Engine Land, the goal is to publish 'helpful, high-quality content' that covers relevant topics and includes the keywords people use. Google's algorithms evaluate content quality based on factors like depth, freshness, originality, and user engagement. Technical Health: Ensure your site's architecture is search-friendly. This includes making sure pages load quickly, the site is mobile-responsive, and there are no crawl errors (e.g. broken links or missing pages). For example, enabling HTTPS, submitting a sitemap to Google Search Console, and using to guide crawlers are key technical steps. Ensure your site's architecture is search-friendly. This includes making sure pages load quickly, the site is mobile-responsive, and there are no crawl errors (e.g. broken links or missing pages). For example, enabling HTTPS, submitting a sitemap to Google Search Console, and using to guide crawlers are key technical steps. Backlinks and Authority: Google's original PageRank concept shows that links from other sites act as 'votes' for your pages. Earning high-quality backlinks (from reputable, relevant sites) signals authority. For instance, a link from a well-known industry blog can significantly boost your trust in Google's eyes. Search algorithms now consider hundreds of factors, including those listed above and user-behavior signals (like click-through rate and time on page). Modern search results also include features like featured snippets, local map packs, and 'People also ask' boxes. Good SEO often means optimizing for these: for example, formatting your content in list or Q&A form to target featured snippets, and providing concise answers for voice assistants. Overall, SEO is about giving search engines everything they need to recognize your page as the best result for a query (high relevance and authority) while providing a great user experience. SEO can be broken down into several categories, each targeting different aspects of the optimization process: Technical SEO: This covers the backend aspects of your website so search engines can crawl and index it properly. Tasks include optimizing page speed (compressing images, enabling browser caching), ensuring mobile-friendliness, implementing HTTPS, fixing crawl errors, and using structured data (schema markup). For example, having a valid SSL certificate and a fast-loading homepage are part of technical SEO. These efforts ensure search bots can access your content and that users have a smooth experience. This covers the backend aspects of your website so search engines can crawl and index it properly. Tasks include optimizing page speed (compressing images, enabling browser caching), ensuring mobile-friendliness, implementing HTTPS, fixing crawl errors, and using structured data (schema markup). For example, having a valid SSL certificate and a fast-loading homepage are part of technical SEO. These efforts ensure search bots can access your content and that users have a smooth experience. On-Page SEO (Content Optimization): Focuses on the content and HTML elements on each page. This includes using relevant keywords naturally in titles, headings (H1, H2), and body text, as well as writing compelling meta descriptions. On-page SEO also means improving the content itself: it should be original, well-written, and address user intent. For instance, if your page is about 'best smartphones,' you'd include related terms (like the names of top models, specs) and answer common questions (like battery life or camera quality). Search Engine Land emphasizes creating helpful, high-quality content that fully covers the topic. Each page should aim to satisfy the searcher's query in the best way possible. Focuses on the content and HTML elements on each page. This includes using relevant keywords naturally in titles, headings (H1, H2), and body text, as well as writing compelling meta descriptions. On-page SEO also means improving the content itself: it should be original, well-written, and address user intent. For instance, if your page is about 'best smartphones,' you'd include related terms (like the names of top models, specs) and answer common questions (like battery life or camera quality). Search Engine Land emphasizes creating that fully covers the topic. Each page should aim to satisfy the searcher's query in the best way possible. Off-Page SEO: Involves activities outside your own website that impact your rankings. The primary focus is building your site's authority through backlinks. Other components include social media signals and brand mentions. For example, if a popular tech blog links to your gadget review, that's a strong off-page signal. Link-building strategies might involve guest posts, digital PR, or creating shareable content. A diverse and natural backlink profile (a mix of domains, anchored in genuine content) is ideal. Social sharing can also help indirectly: a widely shared infographic or video on social media might attract new backlinks. There are also specialized types of SEO: Local SEO: Targets geographically-specific searches. This is crucial for businesses with physical locations. It involves optimizing your Google Business Profile (entering correct address, hours, photos), using local keywords (like 'Brooklyn coffee shop'), and getting customer reviews. Local SEO ensures you appear in the local map pack and 'near me' searches. For instance, a local bakery optimizing for 'fresh bread [city name]' can attract neighborhood customers. Targets geographically-specific searches. This is crucial for businesses with physical locations. It involves optimizing your Google Business Profile (entering correct address, hours, photos), using local keywords (like 'Brooklyn coffee shop'), and getting customer reviews. Local SEO ensures you appear in the local map pack and 'near me' searches. For instance, a local bakery optimizing for 'fresh bread [city name]' can attract neighborhood customers. E-commerce SEO: Tailored for online stores. It includes optimizing product pages (unique descriptions, customer reviews, product schema), improving site navigation, and ensuring fast checkout experiences. E-commerce sites also benefit from content marketing (blogs or buying guides) to target informational keywords. Tailored for online stores. It includes optimizing product pages (unique descriptions, customer reviews, product schema), improving site navigation, and ensuring fast checkout experiences. E-commerce sites also benefit from content marketing (blogs or buying guides) to target informational keywords. Voice & AI SEO: With more voice-activated searches (smart speakers, digital assistants) and AI-driven answer engines, optimizing for conversational queries is a growing focus. This may involve adding FAQ sections and long-tail question phrases that match how people speak. Examples of SEO factors: Technical SEO Examples: Page speed optimizations (compress images, minify code), mobile-responsive design, secure HTTPS, creating an XML sitemap, and implementing structured data (like FAQ schema). These technical tasks help search engines crawl your site and improve user experience. Page speed optimizations (compress images, minify code), mobile-responsive design, secure HTTPS, creating an XML sitemap, and implementing structured data (like FAQ schema). These technical tasks help search engines crawl your site and improve user experience. On-Page SEO Examples: Crafting a clear title tag (e.g., 'Cheap Laptops – 2025 Buyer's Guide'), writing a helpful meta description, using header tags with keywords, optimizing image file names and alt text (e.g., ' and ensuring content is unique and valuable. Crafting a clear title tag (e.g., 'Cheap Laptops – 2025 Buyer's Guide'), writing a helpful meta description, using header tags with keywords, optimizing image file names and alt text (e.g., ' and ensuring content is unique and valuable. Off-Page SEO Examples: Earning links from reputable sites (for example, having a major tech blog reference your analysis), managing a social media presence that increases brand visibility, and engaging in digital PR. Even mention of your brand name on news or forums (without a link) can boost your site's credibility. All these elements – technical health, on-page content, and off-page signals – work together to improve your search rankings. SEO is never truly finished. Search engines update their algorithms, and competitors continually tweak their strategies. That's why many businesses sign up for Monthly SEO services. A monthly plan means ongoing optimization and consistent effort to keep and improve rankings. A good monthly SEO service typically includes: Regular Communication: A set schedule of meetings or calls (often monthly) with your SEO team to discuss goals and progress. This keeps everyone on the same page and helps adjust strategies as needed. A set schedule of meetings or calls (often monthly) with your SEO team to discuss goals and progress. This keeps everyone on the same page and helps adjust strategies as needed. Detailed Reporting: Monthly reports on key metrics (organic traffic, keyword rankings, conversion rates). Reports should highlight successes and flag issues (like a drop in rankings or new technical errors) so the team knows what to improve. Monthly reports on key metrics (organic traffic, keyword rankings, conversion rates). Reports should highlight successes and flag issues (like a drop in rankings or new technical errors) so the team knows what to improve. Action Items: Targeted tasks performed each month. These tasks build on each other over time. For instance: fixing technical issues (speed, mobile fixes), creating new keyword-focused content (blog posts, guides), updating older pages (refreshing information, adding keywords), and off-page work (outreach for backlinks, local listings, or social promotion). For example, an SEO provider might start with a full audit, then move on to an editorial calendar for content, then to link outreach and optimization of landing pages. Agencies often offer tiered monthly plans (basic, standard, premium). A basic plan might handle only updates and minor fixes, while a premium plan could include aggressive link-building and content creation. The key is consistency: doing these SEO tasks every month compounds results, whereas a one-off effort usually fades. In essence, a monthly SEO service keeps your site aligned with best practices as search evolves. It ensures your site is regularly monitored and improved, rather than being neglected after the initial setup. To achieve strong SEO results, combine several core strategies: Keyword Research & Content Creation: Start by finding the keywords your target audience uses. Use tools like Google Keyword Planner or SEMrush to identify terms with good search volume and manageable competition. Focus on topics your audience cares about. Then, create high-quality, in-depth content around those keywords. Incorporate the primary keyword and related terms naturally. For example, if targeting 'digital marketing tips', include keywords like 'SEO strategy' or 'content marketing' in the post. Valuable content (blog articles, videos, infographics) not only ranks for more terms but also attracts backlinks and shares. On-Page Optimization: Optimize the HTML elements of each page. This means writing a compelling title tag (with your keyword near the front), a concise meta description that entices clicks, and using header tags to structure the content. Include your target keyword in the first paragraph and in subheadings. Optimize images by using descriptive file names and alt text. Also, ensure the content itself is helpful and readable: use short paragraphs, bullet lists, and clear formatting. According to best practices, each page should answer the user's query comprehensively and be better than competing pages. Technical SEO: Ensure your website's technical setup is solid. This includes making sure the site is fast-loading (minimize code, leverage browser caching), fully mobile-optimized (responsive design, fast on mobile networks), and served over HTTPS. Create a clean URL structure and use internal linking so important pages are easily reached. Check for crawl errors in Google Search Console and fix any broken links. Use structured data (schema) for rich results – for instance, mark up events, products, or FAQs so Google can display enhanced listings. A technically healthy site is the foundation of SEO. Link Building (Off-Page SEO): Build a strong backlink profile from other websites. This can be done by creating shareable content (like original research or infographics), doing guest blogging on reputable sites, or engaging in PR to get coverage. The idea is to earn links naturally; for example, a unique case study or tool might get referenced by industry sites. Always prioritize link quality over quantity – a few links from high-authority, relevant sites are worth more than dozens of low-quality links. Measurement & Analytics: Track your SEO performance with analytics. Monitor organic search traffic, bounce rate, average time on page, and conversion metrics (like form submissions or product sales). Track keyword positions to see if target terms are moving up. Google Search Console is invaluable for spotting indexing issues or seeing which queries trigger your site. Regular analysis shows what's working (and what isn't), so you can refine your approach. For example, if certain pages get a lot of traffic but low conversions, you might need to improve the content or call-to-action on those pages. User Experience (UX): A great user experience boosts SEO indirectly. A clean, easy-to-navigate site encourages visitors to stay longer and explore more pages (reducing bounce rate). This can signal to search engines that your content is valuable. Ensure your site is mobile-friendly, with large tap targets and readable fonts. Use clear calls-to-action and logical page layouts. Core Web Vitals (Google's user-centric speed metrics) – like loading speed and visual stability – are now ranking factors, so optimize for those. White-Hat vs. Black-Hat: Always follow 'white-hat' SEO practices that comply with search engine guidelines. Avoid 'black-hat' shortcuts like keyword stuffing (hiding keywords in irrelevant content), cloaking (showing different content to bots vs. users), or link schemes. Search engines explicitly disapprove of these tricks. Using black-hat tactics can lead to severe penalties or even removal from search results. To win in the long run, focus on genuine, user-focused methods (quality content and earned links). Ongoing Updates: SEO trends change, so regularly update your strategy. Refresh old blog posts with new information, expand content as needed, and keep an eye on emerging keywords. For example, if a new competitor product enters the market, adapt your content to mention and compare it. Continuous learning and iteration are key – even top-ranked sites need occasional updates to maintain position. The SEO landscape is evolving with technology. Key trends to watch include: AI and Generative Search: Search engines are using AI to provide more direct answers. Google's AI Overview and ChatGPT-like features mean SEO must target direct answers. 'Generative Engine Optimization (GEO)' is a term for preparing content to be used by AI search tools. To adapt, create comprehensive content with clear answers, facts, and structured data so AI systems can easily retrieve and present it. Search engines are using AI to provide more direct answers. Google's AI Overview and ChatGPT-like features mean SEO must target direct answers. 'Generative Engine Optimization (GEO)' is a term for preparing content to be used by AI search tools. To adapt, create comprehensive content with clear answers, facts, and structured data so AI systems can easily retrieve and present it. Voice Search Optimization: Voice-activated queries (via smart speakers or assistants) often use conversational language. Optimize for long-tail and question-based keywords. For instance, if you have an FAQ section answering 'How to improve SEO?', you're more likely to capture voice search traffic. Voice-activated queries (via smart speakers or assistants) often use conversational language. Optimize for long-tail and question-based keywords. For instance, if you have an FAQ section answering 'How to improve SEO?', you're more likely to capture voice search traffic. Featured Snippets and Rich Results: Aim to earn Google's featured snippets (the 'position zero' answer boxes) by formatting your content in answers, lists, or tables. For example, a concise list of steps or a clear definition at the top of an article can be pulled into a snippet. Using schema markup (FAQs, how-tos) increases your chances of rich results. Aim to earn Google's featured snippets (the 'position zero' answer boxes) by formatting your content in answers, lists, or tables. For example, a concise list of steps or a clear definition at the top of an article can be pulled into a snippet. Using schema markup (FAQs, how-tos) increases your chances of rich results. Visual and Video Content: Image and video searches are growing. Optimize images with descriptive file names and alt text (e.g. ). Provide transcripts or captions for videos, and use engaging thumbnails. Many search results now include video previews (especially from YouTube), so video SEO can drive traffic. Image and video searches are growing. Optimize images with descriptive file names and alt text (e.g. ). Provide transcripts or captions for videos, and use engaging thumbnails. Many search results now include video previews (especially from YouTube), so video SEO can drive traffic. Core Web Vitals & Mobile-First: Google now evaluates page experience. Ensure your site loads quickly (optimize LCP – Largest Contentful Paint), is stable (minimize layout shifts), and is interactive promptly (good FID – First Input Delay). Also, since Google indexes mobile versions first, make sure your site is fully responsive and content parity exists between desktop and mobile. Google now evaluates page experience. Ensure your site loads quickly (optimize LCP – Largest Contentful Paint), is stable (minimize layout shifts), and is interactive promptly (good FID – First Input Delay). Also, since Google indexes mobile versions first, make sure your site is fully responsive and content parity exists between desktop and mobile. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): This set of criteria matters for content quality. Having expert authors, citing reputable sources, and demonstrating user experience (like reviews) can boost content quality signals. High E-E-A-T content performs better, especially in YMYL (Your Money or Your Life) niches like health and finance. This set of criteria matters for content quality. Having expert authors, citing reputable sources, and demonstrating user experience (like reviews) can boost content quality signals. High E-E-A-T content performs better, especially in YMYL (Your Money or Your Life) niches like health and finance. Local and Seasonal SEO: Mobile voice and map searches continue rising. Keep local listings updated. Also consider seasonal trends: optimize content around holidays or events (e.g., 'Black Friday deals' or 'back-to-school tech') to capture spikes in search interest. In summary, 2025 SEO will still rely on core principles (relevance and authority) but with added emphasis on AI readiness, user experience metrics, and rich media optimization. Staying up-to-date with these trends will give you a competitive edge. In conclusion, what is SEO? It is the process of optimizing a website's content and technical setup so that search engines can easily find, interpret, and rank it for relevant searches. By focusing on on-page factors (like keywords and content quality), technical health, and off-page authority (like backlinks), SEO ensures your site appears in front of the right audience. Over time, a well-executed SEO strategy can transform your online presence, driving a steady stream of free, targeted traffic. Remember, SEO isn't a one-time project but an ongoing commitment. As search algorithms and user behaviors evolve, you must continually refine your approach. Track your performance, stay informed on new best practices, and keep improving your content. Whether you do SEO yourself or with professionals, the effort pays off in the form of higher rankings, more credibility, and increased growth. Found this guide helpful? Share it on social media and leave a comment with your SEO questions or tips. Engaging with the community is a great way to deepen your understanding and help others on their SEO journey! Q: What does 'SEO' stand for and what is its purpose? A: SEO stands for Search Engine Optimization . Its purpose is to improve a website's visibility on search engines so it appears higher for relevant searches. This involves optimizing content, HTML elements, and technical factors to match what search engines look for, thereby attracting more organic (unpaid) traffic. Q: How long does it take to see results from SEO? A: SEO is a long-term strategy. Typically, it takes about 3–6 months to start seeing noticeable improvements in rankings and traffic from SEO efforts. The timeline depends on factors like your website's age, the competitiveness of keywords, and how aggressively you work on SEO (content creation, link building, etc.). Regular tracking (often via monthly reports) helps monitor progress over time. Q: What is included in a monthly SEO service? A: A monthly SEO service usually includes ongoing tasks to grow your site's visibility. Common inclusions are keyword research, content creation or updates (e.g., blog posts, FAQs), on-page optimization (updating title tags, meta descriptions, and content), technical maintenance (fixing site speed or mobile issues), and link-building efforts. Providers also deliver monthly reports on traffic and rankings, and adjust strategies based on results. Q: What are the main types of SEO? A: The main types of SEO are Technical SEO, On-page SEO, and Off-page SEO. Technical SEO deals with site infrastructure (speed, mobile-friendliness, crawlability). On-page SEO focuses on content and HTML elements (keywords in titles, meta tags, high-quality content). Off-page SEO involves external signals like backlinks and social media. Together, they cover most ranking factors. Q: Should I use SEO or paid advertising (PPC)? A: SEO and paid ads (PPC) can be complementary. Ads (SEM) provide instant visibility, but stop when your budget ends. SEO builds organic traffic over time, without per-click costs. Often businesses use both: SEO for long-term growth and PPC for immediate campaigns or competitive keywords. Having SEO in place also tends to lower your paid ad costs, as you organically rank for related terms. Q: How do I measure SEO success? A: Key metrics include organic search traffic (number of visitors from search), keyword rankings, and conversions (leads or sales from organic). Tools like Google Analytics and Search Console are essential: they show traffic trends, which queries bring visitors, and site health. Over time, success looks like steady increases in relevant traffic and improvements in keyword positions, along with meeting business goals (sales, sign-ups, etc.) from that traffic. Q: What is local SEO and do I need it? A: Local SEO focuses on optimizing for searches in a specific geographic area. If you have a physical location or serve local customers (like a restaurant or plumber), local SEO is important. It involves optimizing your Google Business Profile, using local keywords (city or neighborhood names), and getting customer reviews. This helps your business show up in map listings and 'near me' searches, driving nearby foot traffic and calls. Q: What are LSI keywords? A: LSI (Latent Semantic Indexing) keywords are terms related to your main keyword. They provide context to your content. For example, if your main keyword is 'SEO,' related terms like 'search rankings,' 'organic traffic,' and 'keyword research' are LSI keywords. Including these related phrases naturally in your content helps search engines understand the topic and can improve rankings for a wider set of queries. Q: How do I choose keywords for SEO? A: Start with topics relevant to your business and use keyword research tools (Google Keyword Planner, Ahrefs, SEMrush) to find specific search terms. Look for a mix of high and medium search volume keywords that match your content. Consider long-tail keywords (longer, specific phrases) that often have less competition. Also think about user intent: are searchers looking for information, to buy something, or to navigate somewhere? Use this insight to create targeted content. Q: Should I hire an SEO agency or do SEO myself? A: It depends on your resources. If you have time and are willing to learn, you can start SEO on your own using online resources. Many small businesses DIY SEO initially. However, SEO agencies bring expertise, tools, and experience that can speed up results. Often a hybrid approach works: do the basics in-house and hire experts for advanced work. The key is consistent implementation of best practices, whether DIY or outsourced. Q: What are common SEO mistakes to avoid? A: Avoid 'black-hat' tactics like keyword stuffing, hidden text, or buying spammy links. These can lead to penalties. Also avoid duplicate content (each page should be unique), missing title/meta tags, and having a slow or non-mobile-friendly site. Instead, focus on creating unique, helpful content, using keywords naturally, and ensuring a technically sound, user-friendly site. Q: How much does SEO cost? A: SEO costs vary. A basic small-business SEO package might be a few hundred dollars per month, while comprehensive work (covering many keywords and content creation) can cost thousands monthly. Some agencies charge hourly or project fees. It's more useful to think of SEO as an investment: well-executed SEO often pays off through increased traffic and revenue over time. Compare costs to the long-term value you'll gain rather than looking for a one-time 'cheap fix.' Q: How do I track the right keywords to target? A: Use a combination of analytics and tools. Start with Google Search Console to see which queries are already bringing you traffic. Use keyword planners to find high-potential terms. Analyze competitor websites to find keywords they rank for. Prioritize keywords based on relevance, volume, and competition. Then monitor rankings for those keywords over time to see your progress. Q: What if I make SEO changes and see no improvement? A: SEO changes can take time to show results because search engines need to recrawl and re-evaluate your site. If you see no change after several months, check for technical issues (like blocks in ensure your content is truly optimized, and verify that your target keywords aren't extremely competitive. Sometimes it helps to expand your strategy: add new content, improve link-building, or refine keywords. Patience and persistence are key in SEO. Each of these answers addresses common concerns about SEO and guides you toward effective strategies for improving your site's search visibility. By applying the practices outlined above and staying current with search trends, you'll make solid progress in mastering SEO. TIME BUSINESS NEWS
Jordan News
15-06-2025
- Business
- Jordan News
Is Google Changing the Face of the Internet Forever? - Jordan News
With the launch of a groundbreaking AI tool integrated into its search engine, Google has become the center of a global debate: is this the beginning of a smarter internet—or the end of the open web as we know it? اضافة اعلان For decades, the internet has operated on a mutual exchange: websites allow search engines free access to their content, and in return, search engines direct users to those sites—driving traffic, ad revenue, and commerce. Currently, about 68% of online activity begins with a search, and Google controls nearly 90% of all global searches, making it the gatekeeper of online discovery. The Rise of AI-Driven Search In recent years, Google has introduced subtle but profound changes, notably with features like AI Overviews, which summarize information directly in search results. Now, the company is rolling out an even more radical update: AI Mode, a chatbot-style interface that generates full answers to user queries—eliminating the need to click through to other websites. Though currently optional and limited to U.S. users, AI Mode is expected to become the default in the near future, replacing traditional blue links with machine-generated summaries. Opportunity or Threat? Supporters see this as an opportunity to modernize and streamline the internet. Google claims AI-powered search will offer more relevant and personalized results while continuing to support digital publishers. A company spokesperson stated: 'We're committed to connecting users with helpful content. Innovations like AI Mode unlock new pathways for discovering and creating knowledge.' But critics warn this could cripple the web's ecosystem. If users get all their answers directly from Google's AI, websites may suffer a massive decline in traffic—particularly those that rely on organic search for ad revenue or product sales. Some experts fear this shift could centralize control over content, reducing diversity of information and allowing algorithms to dictate what is seen or hidden. The result? A less open, less vibrant internet. The Machine Web is Here Data from BrightEdge, a web analytics firm, reveals a 49% increase in impressions thanks to AI Overviews, but a 30% drop in click-through rates. Users are getting what they need without ever leaving the search page. This hints at the dawn of a "Machine Web"—a world where websites are no longer built for people, but for algorithms. In this future, robots summarize knowledge, and the user's role becomes increasingly passive. Demis Hassabis, head of Google DeepMind, recently remarked: 'Publishers may choose to deliver content directly to AI systems instead of humans. In just a few years, everything will change.' Convenience at a Cost On the surface, it all seems easy: answers appear instantly, decisions become effortless. But this convenience may erase the magic of the web—the joy of discovery, the thrill of unexpected rabbit holes, and the wonder of exploring human-made content that surprises and inspires. In a future ruled by intelligent machines, we must ask: will the internet still be a place for curiosity and connection? Or will it become a sterile stream of automated replies?
Euronews
22-05-2025
- Business
- Euronews
Google to start embedding AI chatbot in makeover of its search engine
Google unleashed another wave of artificial intelligence (AI) technology on Tuesday to accelerate a year-long makeover of its search engine. The tech giant is changing the way people get information and curtailing the flow of Internet traffic to websites. The next phase outlined at Google's annual developers conference includes releasing a new "AI mode" option in the United States. The feature makes interacting with Google's search engine more like having a conversation with an expert capable of answering questions on just about any topic imaginable. AI mode is being offered to all consumers in the US just two-and-a-half-months after the company began testing with a limited Labs division audience. Google is also feeding its latest AI model, Gemini 2.5, into its search algorithms, and will soon begin testing other AI features, such as the ability to automatically buy concert tickets and conduct searches through live video feeds. In another example of Google's all-in approach to AI, the company revealed it is planning to leverage the technology to re-enter the smart glasses market with a new pair of Android XR-powered spectacles. The preview of the forthcoming device, which includes a hands-free camera and a voice-powered AI assistant, comes 13 years after the debut of "Google Glass," a product that the company scrapped after a public backlash over privacy concerns. Google didn't say when its Android XR glasses will be available or how much they will cost, but disclosed they will be designed in partnership with Gentle Monster and Warby Parker. The glasses will compete against a similar product already on the market from Facebook parent Meta Platforms and Ray-Ban. The expansion builds upon a transformation that Google began a year ago with the introduction of conversational summaries called "AI overviews" that have been increasingly appearing at the top of its results page and eclipsing its traditional rankings of web links. About 1.5 billion people now regularly engage with "AI overviews," according to Google, and most users are now entering longer and more complex queries. "What all this progress means is that we are in a new phase of the AI platform shift, where decades of research are now becoming reality for people all over the world," Google CEO Sundar Pichai said before a packed crowd in an amphitheater near the company's Mountain View, California, headquarters. Although Pichai and other Google executives predicted AI overviews would trigger more searches and ultimately more clicks to other sites, it hasn't worked out that way so far, according to the findings of search optimisation firm BrightEdge. Clickthrough rates from Google's search results have declined by nearly 30 per cent during the past year, according to BrightEdge's recently released study, which attributed the decrease to people becoming increasingly satisfied with AI overviews. The decision to make AI mode broadly available after a relatively short test period reflects Google's confidence that the technology won't habitually spew misinformation that tarnishes its brand's reputation, and acknowledges the growing competition from other AI-powered search options from the likes of ChatGPT and Perplexity. The rapid rise of AI alternatives emerged as a recurring theme in legal proceedings that could force Google to dismantle parts of its internet empire after a US federal judge declared its search engine to be an illegal monopoly. In testimony during a trial earlier this month, longtime Apple executive Eddy Cue said Google searches done through the iPhone maker's Safari browser have been declining because more people are leaning on AI-powered alternatives. And Google has cited the upheaval being caused by AI's rise as one of the main reasons that it should only be required to make relatively minor changes to the way it operates its search engine because technology already is changing the competitive landscape. But Google's reliance on more AI so far appears to be enabling its search engine to maintain its mantle as the Internet's main gateway - a position that's main reason its corporate parent, Alphabet Inc, boasts a market value of $2 trillion (€1.8 trillion). During the year ending in March, Google received 136 billion monthly visits, 34 times more than ChatGPT's average of 4 billion monthly visits, according to data compiled by Even Google's own AI mode acknowledged that the company's search engine seems unlikely to be significantly hurt by the shift to AI technology when a journalist from The Associated Press asked whether its introduction would make the company even more powerful. "Yes, it is highly likely that Google's AI mode will make Google more powerful, particularly in the realm of information access and online influence," the AI mode responded. The feature also warns that web publishers should be concerned about AI mode reducing the traffic they get from search results.
