The Latest On Google I/O: Big Changes Often Unfold Quietly
The biggest changes often don’t happen with a bang, but quietly.
They are not just one shiny thing but a bunch of changes, which together create a new foundation.
Big Changes in Brand and Marketing You Don't Want to Miss:
Creating Just Got Democratized With Google's AI Gemini
It is not that it is better than open AI—for most of us, they are about the same. The Google advantage is the existing infrastructure and integrations into Docs, Slides, Sheets, etc. Out-of-the box value instead of creating your own integration.
Data Analysis for the Everyman
I can have Google AI go through all my emails and find patterns in client behavior. Take it one step further and train it on finding my ideal client characteristics, turn that into a profile, look at the type of services and language they have a high sentiment for, and bam, off to the business development races.
SEO Is No Longer Forced Into The Marketing Bucket
SEO was never intended to be marketing; it became the ultimate marketing hack.
AI Overviews [formerly Search Generative Experience (SGE)] on the SERP, combined with the new definition of content ownership from the last year (from organizations only to people and organizations), means there is more marketing mojo in being consumer and brand focused than product and conversion focused.
Why you may ask: because the Point-of-purchase (POP) is being decentralized, it is no longer a conversion funnel but a relevancy funnel.
Google Just Turned Every Person Online Into A Creator—Even If They Are Not Trying
By changing the definition of content ownership (see above), simply owning the biggest walled garden and actively pulling in Reddit, TokTok, IG, YouTube, and other sources makes topical relevance, not keyword dominance, the dominance, the rule of the day. Giving each person the potential to be a subject matter expert and, by extension, giving each employee a new way to define value within a company (sorry, HR, for the extra work figuring out compensation for that).
Last but not least . . .
Google Has Created Relevance Funnels
Funneling relevance for all platforms and digital outliers into a topical search. Sit on that for a while. I will be diving deep into that and the new strategy.
Join Ask Me Anything: AMA Friday on May 17th at 11AM PST to go through these changes and answer the question how they can impact you or, better yet, how you can leverage them.
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