Welcome to another insightful week with The SEOs Diners Club newsletter. Leveraging over a decade of SEO expertise, I aim to distill the week's most critical developments into a concise read that won't take more than ten minutes of your time. Let's dive into the insights that matter.

1️⃣ The Effects Of SGE on the SEO Industry: End of an Era?

We cover the implications of Search Generative Experience for search engines and how this technology threatens the $68 billion SEO industry.

This week, I read an article examining the potential impact of generative artificial intelligence (AI) technologies on search engines and the SEO industry. An article published in The Conversation by Ravi Sen discusses how this technology threatens the $68 billion SEO industry.

Generative AI and Search Engines

Generative AI aims to make the search experience more effective and user-friendly. However, this technology also threatens the SEO industry. The rise of generative AI creates an environment where users can get direct answers. This can render SEO efforts and rankings ineffective.

One of the concepts we need to learn in this process is Retrieval-Augmented Generation (or RAG for short). This topic is covered in depth in a recent article on Search Engine Land by Michael King.

What is this RAG?

RAG is a technology that aims to present the results of a search query in a more meaningful and contextual way. Essentially, this system acts as a bridge between a language model and a database. The language model understands the search query and pulls relevant information from the database. It then combines this information to produce a more comprehensive and meaningful answer.

Why is RAG Important?

This technology is essential for complex queries. Traditional search engines typically deliver keyword-based results, but RAG deepens these results contextually. That is, it understands not only keywords but also the real needs of users.

SEO and RAG

For SEO experts, RAG begins a new era in content production. It is now possible to produce content optimized not only on keywords but also on context and meaning. While this improves user experience, it can also positively affect search engine rankings.

RAG technology makes the search experience more meaningful and effective. This opens up new opportunities for users, digital marketers, and SEO experts. We will start to see the effects of this technology, especially in content production and optimization processes.

Economic Impact of Productive Search Engine Experience

The SEO industry generated $68.1 billion in revenue globally in 2022, expected to reach $129.6 billion by 2030. However, the rise of generative AI is jeopardizing these projections.

The Reliability Issue of Productive Search Experience

Generative AI still has some challenges to overcome. For example, it may produce incorrect or made-up answers. This may shake users' trust in such search engines.

In conclusion;

Generative AI could be a turning point for the search engines and SEO industry. However, it is essential to remember that this technology is still in its infancy and needs to overcome many problems. Still, it is necessary to closely monitor how this technology will affect the SEO industry in the future.

While search engines such as Google and Bing generate billions of dollars in advertising revenue, one naturally wonders why they would risk this with their productive search experience.

I believe an artificial intelligence-powered search engine that understands your preferences and behaviors could effectively serve as a personal assistant. Such a system could be so attuned to your needs and wants that it could influence your purchasing decisions, potentially encouraging you to buy something."

Therefore, advertisements may be replaced by special sponsored offers. This could bring search engines much more revenue than ads generate.

2️⃣ AI and SEO: Future Search Engine Optimization Strategies

An in-depth analysis of how Artificial Intelligence will transform SEO. Essential ideas from the interview with Bing Product Management Manager Fabrice Canel and what SEO experts should do.

An interview with Fabrice Canel, Bing's Director of Product Management, gives us many important insights into SEO with AI.

Artificial Intelligence and Qualified Clicks

Fabrice states that clicks from artificial intelligence-based searches are more valuable than standard search engines. Artificial Intelligence better understands what users seek and offers them more appropriate results. This is called “qualified clicks”.

Artificial Intelligence and Keywords

Artificial Intelligence is not based on matching keywords. Instead, AI uses keywords to understand what a page is about. So, keywords are still important, but in a different way.

Artificial Intelligence and Search Algorithms

Bing's chat algorithm and search algorithm use the same underlying technology. However, in the chat experience, more complex queries are made, and the results of these queries are analyzed.

Things to Do for SEO

1. Use IndexNow: Fabrice recommends using IndexNow for quick indexing of content.

2. Use Simple Templates: Use simple templates and structured data so search engines can easily understand your content.

Conclusion

Artificial Intelligence will shape the future of SEO. We must change our traditional perspective on keywords, qualified clicks, and algorithms.

Artificial Intelligence better understands what users are searching for and enables search engines to understand user queries better.

3️⃣ Google's October 2023 SPAM Update Completed: What Should We Understand?

Google's October 2023 SPAM Update is complete. This update targeted weak, duplicated, and misleading content. Here's what you need to know about this update.

With this update, Google targets thin, copied, misleading, and overly promotional (advertising-smelling!) content. So, if you have this type of content on your site, you may be negatively affected by Google's anti-SPAM efforts.

This update was launched based on user feedback. Many people have reported increased SPAM results when searching in their native language. By updating its SPAM detection capabilities, Google hopes to improve search results for users worldwide.

So, what does this update tell us?

First of all, content quality has become more critical than ever. Google is working to identify emerging SPAM tactics using Artificial Intelligence and machine learning with SpamBrain. So, producing poor-quality content is now much riskier.

Practices prohibited in Google's SPAM policies include hidden text or links invisible to users but visible to search engines, automatically generated content with little added value, and misleading commercial tactics.

Finally, websites should focus on publishing high-quality content. Practical, interactive, and original content will be much less affected by algorithm changes. Poorly or heavily copied content carries a much higher risk.

In short, this latest SPAM update from Google is a reminder to stay current on best practices. You may need to review your content and SEO strategies. Maintaining Google's guidelines and conducting regular website audits is also helpful.

4️⃣ SEO and Content: What Do B2B Software Buyers Want?

A new survey reveals what B2B software buyers think about SEO and content: trusted sources, format preferences, and more.

A new survey reveals what B2B software buyers think about SEO and content.

To summarize the results;

1. Their purchasing journey starts with Google.

2. Most B2B content looks similar.

3. Buyers are verifying and learning in communities.

🗝 Key Point: The secret to success in B2B is to make a difference, provide critical information to buyers, and include happy customers in your marketing strategy.

Well, what does it mean?

Artificial Intelligence in search engines can give buyers more information but does not eliminate the need for differentiated content and verification from peers or experts. These are marketing investments that do not lose their value over time.

First of all, Google is still the most reliable source of information. But remarkably, buyers do not trust the information companies provide.

This means we need to review our content strategy. Buyers trust third-party reviews, influencers, and testimonials more. So, off-site SEO is no longer an option but a necessity.

Content format is also essential. Buyers want to consume information in different forms. Short explainer videos and podcasts are viral. However, long-form content also has its place. Buyers have the patience to dive into the details.

So, what should we do in the light of this information?

First of all, we should prioritize quality when producing content. Ordinary content doesn't work anymore. Secondarily, we must invest in different content formats. Videos, podcasts, and in-depth reviews will attract buyers' attention.

Finally, we shouldn't forget about sales reps. Research shows that 31% of buyers use sales representatives for product demos and presentations.

However, they avoid sales reps in the early stages of the shopping process. This shows that sales and marketing teams need to work more harmoniously.

In short, it's time to review our SEO and content strategy. We must strive to understand what buyers want, produce content suitable for them, and be a reliable source.

5️⃣ How to Prepare for Interaction to Next Paint (INP)?

Google's Core Web Vitals metrics are being updated, and INP (Interaction to Next Paint) will replace FID (First Input Delay) in 2024. Discover the effects of INP on SEO and user experience.

Neil Patel has written a very comprehensive article on this subject. I summarized this article for you.

What is INP?

INP is a metric that measures how quickly a page responds to user input. It measures the time between a user clicking a button and the page content refreshing. So, INP indicates how quickly a page responds to all interactions.

Differences Between INP and FID

While FID measures only the first user interaction, INP measures the latency of each interaction. This can be a much more important metric, especially for interactive websites.

What is a Good INP Score?

Google recommends 200 milliseconds or less for a good INP score. If the INP is between 200 and 500 milliseconds, your page's response time needs improvement. If it is over 500 milliseconds, the response time is poor.

How Can We Optimize INP?

1. Measure INP Regularly: Tools such as Chrome UX Report or PageSpeed ​​Insights can be used for this purpose.

2. Optimize Interactions: Strategies such as optimizing JavaScript, reducing DOM size, and adding immediate feedback hints can be implemented.

In conclusion, I can say that INP is very important for SEO and user experience. This new metric will be essential in SEO strategies in 2024, so it is good to be prepared now.

6️⃣ Book Of The Week: “The Almanack of Naval Ravikant: A Guide to Wealth and Happiness” - Naval Ravikant

Naval Ravikant is known as an entrepreneur, philosopher, and investor. The book combines the wisdom and experience Naval has gained over the last decade.

Naval emphasizes wealth and happiness do not depend on luck or innate characteristics. These two concepts are learnable skills.

So, how do we learn these skills?

According to Naval, we must understand this process's principles and what progress looks like.

Beyond Personal Development

The book takes a different approach than conventional personal development books. In Naval's words, he tells you how to walk to a happier and more prosperous life.

Why Should We Read?

“It is full of haunting wisdom and profound insights,” says Farnam Street founder Shane Parrish of the book. I also agree with this opinion. To be successful in the world of SEO and digital marketing, we need to be open to continuous learning and improvement. The book offers profound insights to help us better understand this process.

I highly recommend you read Naval Ravikant's book. I believe it will be beneficial for both your personal and professional development.

I hope you enjoyed this week's SEO insights. I am looking forward to seeing you next Sunday. Have a great week!

Best,

Mert Erkal

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