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.

What Is Digital Availability?

Online presence and accessibility are vital to the success of businesses in the digital age.

Digital availability refers to how accessible brands are to their target audiences on digital platforms. So, what is digital availability, and why is it so important?

Digital Availability and Its Importance

Digital availability is the ability of brands to be easily found by potential customers in the digital environment. It includes many factors, including search engine optimization (SEO), social media presence, digital ads, and online content strategies. Digital availability increases the likelihood that brands will appear before consumers on their purchasing journey, positively impacting brand awareness and sales.

For example, when a consumer searches for “best coffee maker” on a search engine, if a coffee maker brand has done its SEO well, its website will appear at the top of the search results. This increases the brand’s digital visibility and helps it reach potential customers.

Digital Visibility and Its Difference

Another concept that is often confused with digital presence is digital visibility. Digital visibility refers to how much a brand is noticed and recognized on digital platforms. It is about how much attention brands attract on digital platforms and how much they have a place in the minds of consumers. Strategies such as SEO, social media management, and content marketing can increase digital visibility.

For example, a brand can increase its digital visibility by actively sharing on social media platforms and running advertising campaigns. When users constantly see ads and come across content from this brand on Instagram, they start to recognize the brand and make it part of their minds.

How to Increase Digital Availability?

To increase digital availability, several vital steps can be followed:

• SEO Optimization: Optimizing website content to rank higher in search engines. For example, an e-commerce site can become more visible in search engines by optimizing product pages with the right keywords and gaining quality backlinks.

• Social Media Presence: Being active and engaging on social media platforms. For example, a fashion brand can increase its digital availability by posting regularly on Instagram and engaging with followers.

• Quality Content Creation: Creating valuable and engaging content for the target audience. For example, a health and lifestyle blog can reach a wider audience by producing articles and videos that teach readers about healthy living.

• Digital Ads: Organizing digital advertising campaigns to reach a target audience. For example, a technology company can advertise on platforms such as Google Ads and Facebook Ads to promote its new products and reach potential customers.

The Relationship Between Digital Visibility and Availability

While digital visibility and availability are closely related, they serve different purposes. While digital availability increases brands’ discoverability on digital platforms, digital visibility determines how much they are noticed and remembered. Together, they raise a brand’s overall success and awareness in the digital world.

For example, let’s consider a restaurant chain. This restaurant chain increases its digital availability with SEO and social media strategies, allowing potential customers to find it easily on search engines and social media. At the same time, it increases its digital visibility with social media ads and impressive content, ensuring that the brand is memorable and preferred.

Advantages of Digital Availability and Visibility

Digital availability and visibility provide many benefits to brands:

• Reaching a Wide Audience: It offers the opportunity to reach a broad audience through digital platforms. This is a great advantage, especially for brands that want to expand into global markets.

• Customer Engagement and Loyalty: Brands with high digital visibility can engage with their customers more and increase customer loyalty. Brands active on social media and responding quickly to customer feedback can build a strong bond with their customers.

• Increased Sales and Revenue: Digital availability and visibility can increase brand sales and revenue. Brands that are noticed and preferred by more people can achieve higher sales figures.

• Competitive Advantage: Brands with a strong presence in the digital world can gain an advantage over their competitors. Brands that manage their digital strategies well can become leaders in the industry.

In conclusion

To succeed in the digital world, digital availability and visibility must be managed strategically. This allows brands to reach larger audiences, generate more engagement, and ultimately increase sales.

While digital availability refers to the ability of brands to be easily found by potential customers on digital platforms, digital visibility indicates how much brands are noticed and recognized. When these concepts are considered together, they significantly increase the chances of brands' success in the digital world.

How Does User Interaction Affect SEO?

Discover the connection between the Google algorithm and user engagement. Learn how to optimize your SEO.

Let’s discuss the Google algorithm leak and its implications for digital marketers. We will specifically examine how user engagement affects rankings.

Google evaluates user engagement based on many different factors. Some of these factors may not apply directly to your site, but they are essential from a general SEO practice perspective.

Google tries to understand how users interact with the content they find in search results. For example, Google looks at listening patterns if you have a podcast. If you have video content, it seems to be viewing patterns. This allows it to personalize results based on the user’s past search history and actions.

Google also considers content freshness and quality scores. It looks at the quality of the content and how long ago it was published. Up-to-date, engaging content ranks higher in search engines.

However, here are some other engagement metrics that Google takes into account in its algorithm:

• Impressions: Metrics like podcast listens or episode views.

• Popularity and Engagement Metrics: Metrics like your article's impressions and how users interact with it.

• Dwell Time: How long users stay on your site.

• User Safety: Whether the content is toxic, adult or inappropriate.

So, what can we do to create a user-centred search strategy for SEO?

• Create Personalized Content: Understand your target audience and what they search for in search engines. Optimize your site by creating content that users want and adding elements that users can interact with.

• Create Content That Meets Google's Quality Guidelines: Create content that meets the criteria in Google's Search Quality Guidelines. This will help the algorithm evaluate your content better.

• Increase User Engagement: Use methods that encourage users to spend more time and engage with your site, such as adding comment forms, surveys, or videos.

• Understand Your Audience's Intent: Understand what users want to achieve in search engines and optimize your site to help them achieve that goal.

• Track Data: Track your site’s user behaviour and search results to see which practices are working and which need improvement.

• Keep Your Content Updated: Especially in industries where up-to-date content is important, keep your site's content updated. Google ranks new and up-to-date content higher.

• Create Safe Content: Make sure your site's content is harmless and appropriate for your target audience.

Following these steps can increase user engagement and rank higher in search engines. Remember, creating a user-centred SEO strategy is one of the most critical steps for long-term success.

Google Ads Makes Broad Match the Default for New Search Campaigns

Google Ads now selects broad match by default for new search campaigns.

New Search Network campaigns you create in Google Ads are now launched with broad match. If you don’t have negative keywords, these campaigns can be more costly. This change aligns with Google’s strategy to move towards more automated campaign management with AI. Experienced advertisers will want to avoid broad targeting when creating new campaigns. Broad match is the least efficient of the match types. This latest development will require an additional checkpoint for the campaign setup.

Be sure to check your match type when creating new Search Network campaigns in Google Ads.

In the same week, Google officially confirmed that it had started showing dynamic ads under Featured Snippet:

Don't be surprised if you come across ads similar to the ones below:

Google SERPs Are Now Translated Into More Languages

Google's new feature increases global accessibility and user experience by translating SERPs into multiple languages, such as Turkish.

Google has added a new feature that translates search engine results pages (SERPs) into more languages, which should improve the user experience for non-English speakers.

Here are the new languages:

• Arabic

• Gujarati

• Korean

• Persian

• Tayca

• Turkish

• Urdu

• Vietnamese

For more information about translated results in Google search, you can read Google's dedicated help page:

How Do Translated Results Work?

A machine-translated page will appear when you click on the translated title link. Users who want to see the original search result can click on the original search result to see the full page in the original language.

Google does not host translated pages. Opening a page from a translated search result is the same as opening the original search result with Google Translate or using the translate feature in the Chrome browser. This usually means the page will have images and other page features embedded with JavaScript.

Why Is This Development Important?

Greater Accessibility: Users can now receive search results in their native language and find and understand online information more easily.

Global Reach: Content creators and websites can reach more people without creating multiple language versions of their content.

User Experience: Users get a more personalized and inclusive search experience.

OpenAI Aims to Compete with Google with New Search Product

OpenAI is developing a new search engine to rival Google. This AI-based product will provide a personalized and efficient search experience.

Rumours about this issue emerged in March of this year, and I shared them with you:

OpenAI is developing a new search product to rival Google's search engine. According to The Atlantic magazine, this new search engine aims to provide a more personalized and efficient search experience using OpenAI's advanced artificial intelligence technologies.

OpenAI’s new search product will use broad language models and other AI technologies to deliver better results to users, allowing OpenAI to find the information they are looking for more quickly and accurately.

This new product, which will challenge Google's market leadership, could lead to major changes in the search engine market. Although there is no clear information yet about the launch date, the work is stated to be continuing rapidly.

OpenAI also aims to offer high standards for user privacy and security. It is emphasized that this new search engine is also ambitious in protecting and securing users' data.

I have shared these thoughts with many people before. It is sad, but I think the point we are heading towards is that search is turning into a personal experience and assistant, the artificial intelligence that knows you better than you know yourself and tries to manipulate you. At this point, it is up to us to act consciously and not fall into traps.

Meta Pushes GA4 Integration, Claims 22% Conversion Increase

Meta urges advertisers to connect GA4 data and claims it provides a 22% increase in conversions.

Meta introduced its advertising platform, which integrates with Google Analytics 4 (GA4), and stated that this integration resulted in a 22% increase in ad conversions.

This integration is part of Meta’s goal to improve ad performance and help advertisers run more efficient campaigns.

The GA4 integration allows Meta to analyze user behaviour better and optimize ad performance. This integration will enable advertisers to target more accurately and get more out of their campaigns. With the GA4 integration, Meta aims to improve data analysis and enhance user experience.

With this new meta-integration, advertisers can manage their ad spending more effectively by taking advantage of the detailed reporting and analysis tools offered by GA4. This provides a significant advantage for both small businesses and large brands. Meta emphasizes that the 22% increase in ad conversions shows how effective the GA4 integration is.

Among the innovations brought by GA4 are detailed tracking of the user journey, more features, extensive data integration, and machine learning-enhanced analytics tools that allow advertisers to plan and execute their campaigns more clearly.

Meta’s GA4 integration presents a massive opportunity for advertisers looking to improve their digital marketing strategies. This integration is an effective way to improve ad performance and boost conversion rates.

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