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 How Will Google's New AI Model Gemini Affect The SEO World?

Learn about Google's multimodal AI model, Gemini, and how it is poised to revolutionize SEO and digital marketing.

Google introduced its multimodal artificial intelligence model, Gemini. Gemini is a model that can understand and produce different data types such as text, audio, images, code, and video.

Gemini can be seen as a combination of Google's previously developed MUM and LaMDA models. MUM was a multilingual and multimodal model. LaMDA, on the other hand, was a model that could speak in natural language. Gemini aims to offer a richer and more natural chat experience by combining the capabilities of these two models.

One of Gemini's key features is its ability to establish relationships between multimodal data. For example, Gemini can identify objects in a picture, distinguish speakers in an audio recording, understand video scenes, and decipher text meanings. Additionally, Gemini can convert different types of data into each other. For example, Gemini can produce a text as sound or image, a sound as text or image, and an image as text or sound.

Another critical feature of Gemini is its ability to chat with multimodal data interactively. For example, Gemini can show an image to a user and ask questions about the image. Or, Gemini can receive an audio recording from a user and guess who the speakers in the audio recording are. Gemini can communicate different data types according to users' interests and preferences.

If you haven't watched it yet, I recommend you watch this video. It will help you better understand the innovations Gemini brings:

Gemini is considered Google's most advanced model in multimodal artificial intelligence. Gemini will be used in Google's search, assistant, education, health, entertainment and other services. With Gemini, Google aims to offer users a more natural, rich, and personalized experience.

Gemini 1.0 has three variants: Gemini Ultra, Gemini Pro, and Gemini Nano. Each one is optimized for specific tasks. The model performs impressively, surpassing human experts, especially in multitasking language understanding. Unlike traditional multimodal models, the Gemini has been designed from the ground up to be inherently multimodal. This ability makes it usable in various fields, from science to finance.

Gemini stands out in coding tasks and is supported by Google's TPUs v4 and v5e. Additionally, Google updated Bard with Gemini Pro, which has been noted as Bard's most significant improvement yet.

Gemini Nano has been integrated into Google's Pixel 8 Pro smartphone, notably featuring features such as on-device summarization and context-aware text responses. Google has focused on responsible development of Gemini, ensuring the model has undergone extensive evaluations for bias and toxicity.

Gemini 1.0 will be gradually integrated across Google products and platforms and made available to developers and enterprise customers through Google AI Studio and Google Cloud Vertex AI.

Possible Innovations to Bring to SEO and Digital Marketing

This model will bring enormous innovations for SEO and digital marketing professionals. Multimodal capabilities will help us better understand user intent and optimize content creation processes. It could also revolutionize areas like coding and content production. These impressive features of Gemini seem to reshape our digital marketing strategies and add a new dimension to our SEO efforts.

These changes brought by Gemini show that SEO professionals need to understand new algorithms, adapt, and shape their strategies accordingly. In particular, focusing more on visual, audio, and video content when creating content may be the key to keeping up with this new era.

As a result, the development of Google Gemini requires adopting new strategies and approaches in the SEO world. SEO experts should understand the innovations brought by Gemini and adapt their search engine optimization strategies to this new era.

Keep using ChatGPT, but also use Google Bard, which becomes more valuable with Gemini Pro. I had the opportunity to experience it a lot this week; it seems to have made serious progress.

I will follow the developments regarding Gemini closely and share them with you.

2️⃣ 2024 SEO Trends: Artificial Intelligence and Search Evolution

Discover the impact of AI and search algorithms on SEO strategies in Conductor's 2024 SEO report.

According to the “State of SEO — 2024” survey published on Conductor.com, the 2024 SEO world will experience a significant transformation by integrating artificial intelligence.

I have summarized the essential topics for you:

• SEO will remain one of the most effective ways to increase visibility among target audiences, driving organic website traffic and business growth. SEO will not die this year, either :)

• In 2023, the positive impact of SEO on website performance and marketing goals is reported to be 93%. In particular, Google's Search Generative Experience (SGE) initiative will significantly impact SEO.

• Artificial intelligence offers new ways to create and optimize content, reduce time-consuming manual efforts, and improve collaboration.

• Organic search will continue to be the most productive channel for business growth over the next 12 months.

3️⃣ Three Important Technical SEO Tips from Google

Check out Google's tips for identifying and resolving technical SEO issues.

In a video it published, Google offered three essential tips on identifying and fixing technical SEO problems.

These tips are critical for SEO professionals:

1. Checking whether the page is indexed or not:

Google Search Console helps you determine whether Google can index a page. If a page cannot be indexed, Google indicates the reasons for this situation.

2.Duplicate Content Control:

It should be checked whether a page has duplicate content and whether another page is selected as the canonical (original) page. Google states that duplicate content within the site is generally not a problem.

3. Examining HTML:

Differences between the source code of the page and the generated (rendered) HTML should be examined. Rendered HTML shows the resulting HTML after executing JavaScript and helps you identify potential problems.

These tips from Google provide SEO experts with valuable guidance on identifying and troubleshooting technical SEO issues.

4️⃣ 2024 Digital Marketing Trends Research from Brandwatch

Discover 2024 digital marketing trends. Learn how to shape your strategy by focusing on the role of artificial intelligence, authenticity, and social media.

I summarized Brandwatch's 2024 Digital Marketing Trends research for you. You can click on the link below to access the study:

Important notes from the research that concern us marketers:

1. Adopt Sustainability and Ethics:

In an increasingly polarized socio-economic environment, brands' actions will face even more measurable consequences, from loss of reputation to loss of revenue. Marketers must avoid compromising ethics and making unrealistic promises while actively listening to and incorporating customer feedback.

2.Communicate Transparently:

Open and transparent communication is essential. Marketers should openly share information about sustainability efforts, progress, and challenges. Honest communication creates credibility, and consumers appreciate brands that are upfront about their sustainability journeys, even if that means acknowledging areas for improvement.

3. Be Wary of Consumers Publicly Criticizing You:

Consumers do their research, make informed decisions, and don't hesitate to call out brands for wrongdoing and ethical lapses. Brands should be alert to missteps and closely monitor shifts in consumer sentiment.

4. Constantly Show Your Target Audience the Improvements You Have Made:

The ethical and sustainable marketing environment is dynamic. Brands must remain committed to continuous improvement by staying informed about emerging best practices, industry standards, and innovations. A proactive approach to this issue demonstrates a genuine commitment to positive change and resonates positively with consumers.

5️⃣Etsy Training by EcomUp

EcomUp's Etsy e-commerce training and consultancy offers a comprehensive guide for those who want to set up and manage a successful store on Etsy.

This training aims to teach e-commerce on Etsy in full detail, from zero to advanced level. The training covers e-commerce basics, customer journey, and target audience identification. Additionally, instructors Mustafa Buyukcaglayan and Nida Karatoprak share many years of experience in e-commerce and digital marketing. The training also includes materials such as one-on-one strategy meetings and detailed free e-books.

For those who want to establish a successful e-commerce store on Etsy, I recommend you to examine the training and consultancy services offered by EcomUp. This platform provides detailed information and practical tips to guide you at every e-commerce stage.

I had the chance to take part in a project with dear Mustafa Büyükçağlayan. He later moved to America, and since then, I have been following him on social media and the YouTube videos he publishes. I'm sure you can learn a lot about Etsy from him.

6️⃣ The Checklist Manifesto: How to Get Things Right

Atul Gawande's book explains the importance of checklists and how they have achieved successful results in various industries worldwide.

Checklists are simple and improvable tools that show how and in the correct order of tasks to reduce errors in complex and risky operations. He emphasizes that the power of these lists should be used to ensure the smooth functioning of systems in the chaos of modern life.

The book explains the effectiveness of checklists by giving many examples, from accident-free flights of Boeing aircraft to reducing infection and death rates in hospital intensive care units.

The book emphasizes that checklists can provide a cultural transformation and that competent and careful application is required for effective results. Especially in the field of medicine, it is emphasized how vital checklists are to prevent steps that can be skipped and mistakes that can be made, even when a doctor is the most competent.

The effectiveness of checklists in optimizing workflows can also be applied in SEO and digital marketing projects. Especially in complex projects, this approach can be adopted to reduce error rates and increase efficiency. For these reasons, I wanted to recommend this book to you.

I hope you enjoyed this week's SEOs Diners Club.

See you next week for a new episode of SEOs Diners Club full of new information, tactics, and strategies...

Have a great week and goodbye!

Best,

Mert Erkal

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