Welcome to another insightful week with The SEOs Diners Club newsletter. Leveraging over a decade of SEO expertise, I aim to distil the week's most critical developments into a concise read that will take less than seven minutes. Let's dive into the insights that matter.

Creating Shareable and Linkable Content In The Age of AI

Develop successful content strategies in the age of artificial intelligence! This article explains techniques for creating shareable and linkable content.

Content creation and sharing strategies are constantly evolving in the age of artificial intelligence (AI). A successful content strategy is necessary to achieve high rankings in search engines and attract users' attention. In this article, we will explore ways to create shareable and linkable content in the age of AI.

1. Know Your Target Audience

A successful content strategy starts with knowing your target audience well. Understanding who they are, what kind of content they consume, and what platforms they are active on allows you to capture their attention. Using AI tools, you can analyze user behaviour and create personalized content.

2. Create Valuable and Informative Content

Making your content valuable and informative increases its shareability. Users tend to share information they find helpful. Do research and write articles filled with current and accurate information. This will help you gain users' trust and achieve high rankings in search engines.

3. Use Compelling Titles and Images

Headings are one of the most critical factors in attracting attention to content. Compelling and intriguing headlines encourage users to read your content. You can also make your content more attractive by using images. Visuals make content more accessible and easy to understand and increase its shareability.

4. Develop Social Media Strategies

Social media is one of the most effective ways to deliver content to large audiences. You can reach more people by sharing your content on social media platforms. Additionally, you can share your content at the most appropriate times and formats by understanding social media algorithms. There is no requirement that you be on every social media platform. For example, I prefer to share on Twitter and LinkedIn actively.

5. Apply SEO Techniques

Search engine optimization (SEO) ensures your content ranks high in search engines. By using keywords, you can make your content easier to find. By correctly using SEO elements such as titles, meta descriptions and alt texts, you can increase the visibility of your content.

6. Create Participatory Content

Encourage users to participate in your content. Interactive content such as Q&A sections, polls, and comment sections engage users and get them to share your content. Additionally, you can constantly improve your content by considering users' opinions and suggestions.

7. Create Linkable Content

Having your content referenced by other websites increases your authority and ranking in search engines. For this, create your content by basing it on sources and providing reliable information. Additionally, linking to other trusted sites in your content encourages mutual link exchange. For example, adding a glossary section to your site can speed up your backlink acquisition.

8. Follow Current and Trending Topics

Producing content about current and trending topics is an effective way to attract users' attention. This type of content is generally shared and linked more. Using AI tools, you can analyze which topics are popular and create content about these topics.

9. Continually Evaluate Content Quality

Continuously evaluate and improve your content. Make your content more interesting and valuable by considering user feedback. Using AI-based analysis tools, you can measure the performance of your content and make necessary improvements.

10. Benefit from Expert Opinions

Include expert opinions to enrich your content. This increases the credibility of your content and attracts users' attention.

The Importance of the Human Touch and EEAT

The web is flooded with AI-generated content, making it difficult to stand out from the noise and get high-quality backlinks. However, the human touch gives you a unique advantage. Appealing to people's emotions, sharing real-life experiences, and offering candid perspectives are things that AI systems still struggle to cope with.

As I mentioned in the previous Digital Marketing Notes, knowing the drawbacks of producing content with artificial intelligence is helpful. With the rise of AI-generated content, creating truly outstanding content is more important than ever. Here are three essential things to keep in mind when creating linkable AI content:

1. Prioritize EEAT: Google's EEAT guidelines are more important than ever. Create content that showcases your unique expertise and experiences to build trust with your audience.

2. Focus on User Intent: Instead of focusing only on keywords, create content that addresses your target audience's basic needs and questions. Use tools like Alsoasked.com to discover the topics and queries people seek.

3. Experiment with New Formats: Long-form content can be great for link building, but don't be afraid to experiment with shorter visual formats (like infographics, videos, and interactive tools). This type of content can be highly shareable and help you stand out among text-heavy content.

Artificial intelligence can bring about significant changes in the link-building space, but it also presents new opportunities for those willing to adapt and innovate. By creating unique and valuable content that meets your audience's needs, you can continue to generate high-quality backlinks and position your website as a go-to resource in your industry.

Google June 2024 SPAM Update is Released

Google's June 2024 SPAM update targets sites containing SPAM content.

Google announced the release of the June 2024 SPAM update. This update aims to improve search results by targeting websites that violate Google's SPAM policies. According to the statement, this update, which started on June 20, may take up to a week to fully implement.

In previous SPAM updates, there were severe fluctuations in search results, and many sites were unfairly penalized. This situation caused significant reactions. Especially with these updates, many webmasters and content creators have encountered severe difficulties. Google needs to proceed carefully with the June 2024 SPAM update to prevent such problems from occurring again. I hope a more fair and balanced result will be achieved this time.

Google Reduces AI Overviews in Search Results

A new study finds that Google is reducing the frequency of AI Overviews in search results but increasing their size.

According to a new study, significant changes have been made to Google's AI-generated summaries (AI Overviews) since they were first introduced. A survey by SE Ranking analyzed 100,000 keywords and found that Google significantly reduced the frequency of AI Overviews. However, when these summaries were examined, they were more detailed and longer than the previous version.

The study examined which topics and industries are more prone to AI Overviews and how AI snippets interact with other search features, such as featured snippets and ads.

1. Decrease Rate: According to the study, the frequency of AI Overviews in Google search results decreased by 52%.

2. Level of Detail: AI Overviews have become more detailed than previous versions.

3. Appearance Rate of Summaries: 8% of search results currently contain AI summaries.

4. Topic Tendencies: AI Overviews will likely appear in relationships, food, and technology topics.

5. Low Appearance Rate: AI Overviews appear less frequently on health, legal, and news topics.

6. Longer Queries: Longer search queries tend to trigger AI Overviews.

7. Snippet Integration: 45% of AI Overviews appear with featured snippets.

8. Ad Integration: 87% of AI Overviews are included with ads.

9. Content-Length: The importance of creating longer and more detailed content has increased.

10. Organic Traffic: Organic listings have a reduced risk of losing traffic.

These topics explain how Google's changes to AI Overviews affect search engine optimization (SEO) strategies.

New User Conversion Rate Feature in Google Analytics

Optimize your marketing strategies with the new “User Key Event Rate” and “Session Key Event Rate” added to Google Analytics.

Google Analytics is starting to help businesses better track and improve conversions by adding user and session conversion rate metrics.

Let's Get to Know the New Metrics:

As detailed in Google's documentation, the “User Key Event Rate” metric calculates the percentage of users who took a predefined essential event action, such as purchasing or completing a registration.

This metric is calculated by dividing the number of users who took the desired action by the total number of users.

The “Session Key Event Rate” metric measures the number of sessions that result in a conversion to a key event. It is calculated by dividing the number of key events by the total number of sessions.

How Can This Help?

These new user conversion metrics added to Google Analytics reports provide many benefits to businesses:

• Better Conversion Tracking: Custom metrics for user and session conversion rates make tracking and measuring conversions easier, which is critical for evaluating marketing performance.

• Optimizing Acquisition Channels: Seeing which channels and campaigns drive higher user and session conversion rates helps businesses optimize their acquisition spend and strategies.

• Improving User Experiences: Low conversion rates may indicate user experience issues. These metrics allow businesses to identify pain points and work to enhance user flows.

• Measurement Against Goals: Clear conversion metrics allow businesses to set goals and measure progress over time.

20 SEO Experts Shared Their Important Conclusions from Google API Leaks

Discover the effects of Google algorithm leaks on SEO and strengthen your strategies with this article published on Moz with the contributions of 20 SEO experts.

Moz Blog's article titled "Google API Leaks" was prepared with the contributions of 20 different SEO experts who shared what they learned from Google algorithm leaks. In this article, you can learn how SEO experts are affected by data leaks in Google APIs and how they should use this data more carefully. Be sure to read this article to keep your SEO strategies current.

I have summarized the prominent topics and reference links in the article below for you:

1. Use of Click Data: Google uses user interaction data (primarily through the Chrome browser) more heavily in its ranking algorithms. Metrics like long clicks and user behaviour patterns have been validated as essential ranking signals. ( Location3 Media )​​ ( Go Fish Digital ).

2. Domain Authority: It turns out that Google uses a metric called “siteAuthority” that evaluates the site's overall quality. This is cited as a factor affecting the initial visibility of new pages​ ( Location3 Media )​ ( Go Fish Digital ).

3. Impact of Branded Searches: It was stated that branded search volume can affect rankings and is significant in the context of Google's Panda update. This shows that brands must attract direct search attention by increasing their recognition ( Location3 Media ) ( Search Engine Land ).

4. Algorithmic Penalties: Various algorithmic penalties, such as poor navigation and low-quality product review sites, are detailed in the documents. These penalties emphasize the priority of SEO experts to create clean and user-friendly site architecture and provide quality content​ ( Location3 Media )​ ( Search Engine Land )​.

5. Link Diversity and Relevance: Google still appears to emphasise the diversity and relevance of links. It was stated that PageRank is still actively used, and the homepage PageRank is considered for each document ( Search Engine Land ) ( Go Fish Digital ).

6. Content Freshness: The date variables used in the documents confirmed that Google values up-to-date content. It is stated that outdated content is unreliable in ranking ( Go Fish Digital ).

7. Anchor Text Context : It turns out that Google evaluates not just the anchor text itself, but the full context around it. This shows that even generic link text like “click here” can be made meaningful ( Go Fish Digital )​.

8. Click Feedback System (Navboost): It turns out that Google optimizes rankings using click data through a system called Navboost. This system improves results by getting feedback from click data​ ( Go Fish Digital ).

9. Topical Authority and Site Authority: Google is stated to evaluate a site's expertise and overall authority in a particular vertical. This shows that sites should have authority in a specific field and not deviate too much ( Go Fish Digital ).

10. Small Personal Sites: It was stated that Google may consider small personal sites or blogs particular and promote or demote such sites. This remains an open question as to how small sites can be handled in rankings​ ( Search Engine Land )

How Are Latest Google Updates Penalizing Good SEO? 50 Site Case Study

Are Google's latest updates targeting SEO practices, reducing the rankings of "over-optimized" information sites?

SEO expert Cyrus Shepard's article on Zyppy.com discusses this issue in detail. The study was carried out on 50 informational websites.

Shepard examined Google's updates targeting SEO practices and the effects of these updates on different types of websites. Analyzing anchor text variety, page update frequency, title tags, and schema usage reveals their relationship with changes in site traffic. Here are some key findings:

• Link Text Diversity: Sites with high internal and external link text diversity experienced traffic loss after Google updates.

• Page Update Frequency: Sites with older content performed better than sites with more updated content.

• Attractive Title Tags: Sites with titles containing adjectives and numbers experienced performance loss after updates.

• Heavy Schema Usage: Sites with overly structured data markups showed poorer performance.

• Author Information: No significant relationship was found between author information and traffic changes.

• Recovery from Updates: Some sites have experienced partial recoveries by updating their content and improving the user experience.

Recommended Tools & Services

• WhitePress: WhitePress is a content marketing platform that enables accessible article publishing across 90,571 websites in 30 languages, offering native copywriting and automated global publication services.

• Cannibalization Explorer Looker Studio Report is a tool for identifying keyword cannibalization and providing insights into how keywords perform across different pages.

• SurferSEO is a tool that helps you create and optimize content for SEO. It analyzes the top-ranking pages for your target keywords and gives you suggestions on how to improve your content. Surfer AI also has a feature that can generate ready-to-rank articles in minutes.

• Copilot Pro: Copilot Pro is available for $20/month for cloud-based GenAI models and $27/month with Microsoft 365. It is integrated with Microsoft 365 applications and provides access to GPT-4 Turbo and advanced AI rendering tools.

• AlsoAsked is a helpful tool that can boost your visibility in the “People Also Ask” section of Google's search engine results page.”

• Semrush Map Rank Tracker is a Google-changing tool for local businesses looking to dominate their niche and attract more customers. I've been using the free version for a while now, and I'm impressed with its ease and effectiveness.

• ContentShake AI is an intelligent writing tool that combines AI with real-life competitor insights. It guides you from ideation to publishing directly to the blog, generates SEO-friendly articles, and helps you optimize them for organic traffic and engagement.

• Microsoft Clarity has recently introduced a feature called Copilot, which incorporates Generative AI through Large Language Models (LLMs) into the analytics tool. This integration aims to make data more accessible and understandable for users by leveraging the same technology created by OpenAI, which powers the new Bing or ChatGPT.

• InLinks is an SEO tool that uses a knowledge graph to optimize content for search engines. It automates internal linking and schema markup, simplifying SEO processes and content strategies.

Subscribe to my newsletter to stay informed about the latest in SEO and digital marketing. Next week, I'll continue to share the newest insights, tactics, and strategies for navigating the ever-evolving digital marketing landscape.

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Best,

Mert Erkal