Is Google’s AI search update the writing on the wall for SEO? Google has been slowly integratingAI overviewsat the top of the SERP that summarize search results without a user ever having to click into a link. Not only does this mean your keyword-laden blog posts will bepulling less trafficas users increasingly rely on AI answers, but it also means you’ll have less control over what a user might see when they search for your company. Given AI’s propensity for hallucinations, the content could be anywhere from simply misleading to dangerous to your brand’s reputation.
When it comes to search, marketers need to be worried about more than just what AI has to say about their brand. Google’s recentAI deal with Redditmeans its AI will be fueled by Reddit content — and the platform will have an increasingly strong presence in Google’s more traditional search results, too. If controlling what AI says about you is like feeding canned answers to a reluctant CEO spokesperson with a tendency to go off script, wrangling Reddit is more like stopping your drunk uncle from saying something offensive at the Thanksgiving dinner table.
As search evolves, your SEO strategy will need to evolve with it. While it might be difficult to control what the internet says about you, focusing on quality content, engaging in relevant discussions on social media, and keeping an eye on how AI portrays your brand are the first steps to adapting to the new world of search.
TL;DR: With the expansion of Google’s new AI-powered answers, marketers can’t rely on traditional SEO strategies anymore.
Creation > Curation
According to the almighty Instagram, creating is more valuable than curating. The Meta-owned app’s most recent algorithm updateaddresses user frustrations about the lack of original content in their feeds by boosting more content from small, original creators over reposts — both for photo posts andReels.
Marketers should consider how these changes will impact their IG posting strategy. It might feel like a shame to let go of a beautifully curated Instagram feed tailored to UGC, but it’s worth prioritizing original creative content to get the algorithm to work in your favor. From now on, only original content will appear in recommendations, so it could also be an opportunity to get your content in front of more eyes and increase engagement. A few reposts are okay, but sharing more than 10 reposts a month will get you flagged as a content aggregator and make you ineligible for recommendations across Instagram.
TL;DR: Instagram’s recent algorithm updates prioritize original content, pushing marketers to focus on creative, original posts over UGC.
AI + Publishers: Is it Love or Hate?
OpenAI is putting publishers — and by association, brands — between a rock and a hard place. While media companies likeDotdash Meredithand theFinancial Timeshave signed licensing deals with the AI leader, other major publications are suingthem for copyright infringement. This leaves marketers on the outskirts of the action wondering how to embrace AI — or find a way around it.
One big question for marketers: How does this affect content deals between brands and publishers? If AI gives users the information they need without visiting the publisher’s original website, will content partnerships lose their value? Or will it make getting on these websites even more of a priority, to ensure your content is included in AI search?
Perhaps it’s only a matter of time before OpenAI also partners with brands for marketing opportunities within its AI tools. As marketers, adapting to changes in digital media is part of our identity — and it may be time to prepare for a digital media transformation.
TL;DR: OpenAI’s publisher licensing deals spark questions for marketers about where brand-publisher relationships are headed and how to navigate content partnerships.
WHAT LIT US UP
A Retroactive Rebrand
Forget “Be Prepared.” Better late than never seems to be the Boy Scouts of America’s new motto with its upcoming rebrand to Scouting America. The Scouts have had a rough couple of years with a significant decline in membership and a bankruptcy scare. Amid the mess, we can see why the Boy Scouts were eager to rebrand and lean into inclusivity.
The organization’s lean into inclusivity might have some scratching their heads, considering its traditionally male demographic history. But after the Scouts started recruiting girls in 2018, they now make up 10% of the organization’s 1 million members, indicating it was past time for an update. Though this fact may not have been widely publicized before, leading to some confusion (we’ll admit — we didn’t know that!), the name change now reflects its evolved values and membership.
This more inclusive identity means the Boy Scouts are leaving behind a super recognizable brand, changing its place in the cultural fabric (consider how often we hear Boy Scouts referenced in popular media), and definitely ruffling feathers among its more traditional audience. But if a 114-year-old organization can update its look and messaging to reflect its updated values, then the rest of us marketers have nothing to fear. When your branding no longer represents what your company stands for, it’s time for a change.
TL;DR: The Boy Scouts of America are rebranding to Scouting America, showing marketers it’s important to align your messaging with your brand’s values when they change.
