SEO Shake-Up: What’s Next?

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Welcome to Katalys Connect – your weekly shortcut to the latest in performance marketing.

[Read time: 4 minutes]

What’s in this issue? Each Tuesday, we pack the latest trends, actionable insights, and industry breakthroughs into a quick read – ensuring you’re not just keeping up, you’re staying ahead.

  • Monetization: Dive into how Google’s algorithm changes and the AI-driven search results are challenging publishers, while Amazon’s Signal IQ and ad tech innovations provide new tools for monetization.
  • Growth: Explore the critical role of data-driven strategies in digital health, the cautious approach needed for cannabis advertising, and the success brands are finding with AI-powered ad campaigns.
  • The Future of Commerce: Learn how influencer-driven content is transforming shopping experiences and driving purchases through seamless integration.

SEO Turmoil Ahead • Google’s latest algorithm updates are shaking up the SEO landscape, forcing publishers to adapt to the rapid changes.

  • Publishers are facing heightened competition and instability in Google Search rankings due to frequent algorithm changes.

  • Google’s shift towards ads and AI-driven search results is cutting into the traffic traditionally directed to content creators.

Pushback to AI Search • Google’s AI-powered search summaries may shift traffic away from websites, sparking concern among content creators.

  • Google’s AI summaries offer quick answers, reducing the need for users to click on external websites.

  • Traditional search engine usage is expected to decrease by 25% by 2026 as AI tools become more prevalent.

Ad Tech Innovation • Amazon’s Signal IQ helps publishers evaluate post-cookie advertising IDs and fine-tune their ad strategies.

  • Signal IQ allows publishers to measure the effectiveness of third-party IDs, offering detailed insights into ad performance.

  • Amazon’s expanded cloud services let publishers integrate first-party and third-party data to create and sell targeted audiences.

Data-Driven Health Marketing • Equipped with consumer insights, marketers can bridge the gap between consumers and essential services precisely when they’re needed most. 

  • By integrating cost solutions into relevant content early in the consumer journey, they can reach highly motivated audiences seeking relief.

  • This proactive approach doesn’t just ease financial burdens—it boosts conversion rates, illustrating the power of addressing consumer needs with targeted solutions.

Cannabis Ads Face Federal Hurdles • Even with potential federal reclassification, broadcasters should stay cautious about cannabis advertising.

  • Even as a Schedule III drug, cannabis ads will likely need FDA approval, warning labels, and adherence to strict distribution rules.

  • Federal law still bans using communications channels to facilitate cannabis sales, posing risks for broadcasters.

Brands Embrace AI Advertising • Brands like Diageo, Progressive, and eBay are using generative AI to create more effective, targeted ads.

  • Progressive reported a 197% increase in quote requests from gen AI-powered audio ads, showcasing AI’s potential.

  • Training AI with diverse data remains a challenge, crucial for ensuring ad effectiveness and inclusivity.
Future of Commerce

Influencer Impact On Amazon Purchases • A recent survey concluded that 94% of social media users who make influencer-inspired purchases have done so on Amazon.

  • 55% of social media users have bought items on Amazon due to influencer recommendations, with short videos cited by 32% as the most influential.

  • TikTok tops the charts with 78% of its users making purchases after seeing influencer content.

Pinterest Powers Shoppable Content • Pinterest partners with Real Simple for the magazine’s first fully shoppable issue, using QR codes for seamless shopping.

  • The “Best & Brightest” issue showcases over 120 editor-recommended products, accessible via QR codes linking to curated Pinterest boards.

  • With 518 million monthly users, Pinterest is becoming a go-to platform for shopping, driven by investments in original and partnered content.

Reddit Joins Forces with OpenAI Reddit teams up with OpenAI to enhance ChatGPT with real-time insights from its active communities.

  • OpenAI will access Reddit’s Data API, integrating structured, real-time content from Reddit into ChatGPT for more contextual responses.

  • With 306 million weekly users and 100,000 active communities, Reddit’s insights make AI-generated answers more relevant and informed.

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