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    • ai
    • SEO
    • social media
    23.04.2024

    Organic Search Snacks: Google’s SEO, AI Updates and the Influence of Social Media

    Agenda:

    1. Google Fokus: Updates from the SEO area
    2. The Countdown to Google Analytics Deadline: Transitioning to GA4
    3. Enhanced OpenAI GPT-4 Turbo Model for ChatGPT
    4. The Influence of Social Media on Online Search
    5. Meta AI to Enhance Instagram Search

    Google Focus: Updates from the SEO area

    We take a look at the latest SEO updates from Google. Here you will find a summary of the new tips, innovations and updates in the field of SEO marketing.

    #1 “Google is considering introducing a paid premium version for its SGE search technology”

    Google may be on the verge of a revolutionary change to its business model: its advanced search technology “SGE” could be available only to paying customers in the future. This major innovation, which may be unveiled at the upcoming Google I/O on May 14, plans to offer access to the latest search features via a paid interface. This strategic reorientation could have profound implications, particularly for website owners who fear a decline in their search traffic. The fear is that users could increasingly turn to AI-generated summaries, which in turn would reduce the visibility and reach of their websites. The impact of the introduction of this premium search on SEO and the overall online experience will largely depend on how Google handles the inclusion of source links and how users react to the paid offer.

    #2 “Google introduces sophisticated refinement chips for targeted search customization”

    Google has announced significant updates to its search features that include the handling of vertical searches and filter results, as well as the introduction of “refinement chips”. These special filter options allow for precise customization of search results.

    SEO expert Malte Landwehr explains how to enable specific refinement chips by manipulating URL parameters to apply targeted filters without using the standard user interface. The article is aimed at readers with basic SEO knowledge and focuses on a deep understanding of how these chips work.

    The adjustments also serve to comply with new regulatory requirements such as the EU’s Digital Markets Act (DMA). Some refinement chips have been around for over a decade, while others have been recently added to improve search functionality.

    These techniques offer SEO experts new ways to target specific results such as forum results, making search engine optimization more effective. Such features increase control and flexibility in the presentation of search results.

     

    #3 “Google introduces like and dislike buttons for product recommendations in search results”

    Google is currently conducting tests that allow users to rate products directly on the search results pages by “liking” or “disliking” them. This interaction option influences the display of other products that are shown to users.

    Product ads are increasingly prominent on Google’s search results pages. Google often presents extensive product grids that contain a large number of product images for relevant search queries.

     

    In this context, Google is experimenting with an innovative feature within these product grids. As Brodie Clark demonstrated in an example on LinkedIn, users can now “like” or “dislike” individual products. The “Like” function causes other similar products that the user has already rated positively to be loaded. A “Dislike”, on the other hand, signals to Google that fewer products of this type should be displayed in future.

    It is still uncertain whether these likes and dislikes will have a direct influence on product rankings. However, it is more likely that Google will use this feedback to personalize search results for each user individually, based on their preferences and previous interactions.

    The Countdown to Google Analytics Deadline: Transitioning to GA4

    • As the clock ticks towards July 1, 2024, Google’s announcement about the imminent retirement of Universal Analytics echoes loud and clear. This serves as a crucial reminder for website owners to swiftly transition to Google Analytics 4 or alternative web analytics platforms to maintain their insights into user behavior. Accurate analysis of website data remains pivotal for informed decision-making, and Google Analytics has long been a cornerstone in this regard. However, with the complete shutdown of Universal Analytics Properties (UA) by Google slated for July 1, 2024, a paradigm shift is inevitable.  For those using the basic version of Google Analytics without access to the 360° account, the deadline in 2024 marks the moment they must bid farewell to Universal Analytics. Premium users (360° users) are also urged to make the switch to GA4 by this date. GA4, hailed as the next-generation analytics tool, has been steadily replacing Universal Analytics since July 2023 and continues to receive enhancements, including AI-driven audience insights.     According to Google, GA4 represents a transformative leap forward in analytics, rendering Universal Analytics obsolete. The support forum underscores this shift, stating, “Google Analytics 4 is our next-generation analytics tool, replacing Universal Analytics. As of July 1, 2023, standard Universal Analytics Properties ceased processing new data. From July 1, 2024, customers will lose access to the Universal Analytics user interface and API. To continue tracking website traffic, migration to a Google Analytics 4 Property is imperative.”  Since July 2023, standard Universal Analytics Properties have ceased processing new data, intensifying the urgency for migration, especially considering the discontinuation of many Universal Analytics features in March.  Key Steps for Migration: 
      • Export and backup data from the Universal Analytics Property before the shutdown to prevent data loss.  
      • Utilize the BigQuery integration for data export, especially for users of Universal Analytics 360 Properties.  
      • After July 2024, certain data and settings will become inaccessible, including goals, e-commerce transactions, audience lists, and API requests associated with Universal Analytics.  
      • Migrating to GA4 requires not only technical adjustments but also a strategic overhaul of analytical practices to leverage new features and optimize data collection and analysis.  

         

      The impending shutdown of Universal Analytics marks a pivotal moment for all website operators, urging them to embrace the next generation of web analytics. This transition ensures the continued viability of website data collection and analysis in the ever-evolving digital landscape.  

    Enhanced OpenAI GPT-4 Turbo Model for ChatGPT

    OpenAI has introduced a groundbreaking advancement in AI technology with the rollout of the GPT-4 Turbo model, now available for integration with ChatGPT and the API. This latest iteration brings forth a myriad of upgraded functionalities, notably including its seamless integration with vision features within the API, marking a significant leap forward in conversational AI development.  

    The versatility and functionality of ChatGPT continue to expand, catering to a diverse array of user needs. Recent enhancements have empowered the bot to audibly read text responses, expanded access to the tool without the need for user authentication, and introduced image manipulation capabilities via DALL-E prompts. Now, OpenAI is elevating ChatGPT’s capabilities to new heights with the introduction of the advanced GPT-4 Turbo model.  

    One of the standout features of GPT-4 Turbo is its incorporation of vision capabilities, enabling a range of innovative multimodal functionalities. This empowers developers to harness the potential of vision requests through the API, unlocking a realm of possibilities for creative applications. For instance, Healthify has developed Snap, an application leveraging GPT-4 Turbo’s vision mode to deliver nutritional insights based on food visuals, showcasing just one of the many possibilities.  

    The latest model update for GPT-4 Turbo brings significant optimizations tailored specifically for ChatGPT and the API. With an expanded context window of 128,000 tokens, developers can leverage the model’s enhanced capabilities to tackle complex multimodal requirements with greater efficiency, delivering superior outcomes for users.  

    However, amidst the excitement surrounding the release of GPT-4 Turbo, OpenAI faces scrutiny over its AI model development practices. Concerns have been raised regarding the transparency of the underlying data used for training, with allegations of potential violations of YouTube’s policies through the use of public videos. The introduction of regulations such as the AI Act in the EU could provide much-needed clarity in addressing such concerns, ensuring ethical and responsible AI development practices.  

    In summary, the introduction of the GPT-4 Turbo model marks a significant milestone in OpenAI’s journey to advance AI technology. With its enhanced capabilities and integration with vision features, ChatGPT users can anticipate a more immersive and versatile conversational experience. Nonetheless, as the AI landscape evolves, it is imperative for developers and stakeholders to prioritize transparency and ethical considerations to foster responsible deployment of AI technologies.  

    The Influence of Social Media on Online Search

    The way we seek and process information is on the cusp of fundamental change. This trend is particularly evident in Generation Z, who use digital media differently than previous generations. Instead of relying solely on traditional search engines like Google, they are increasingly turning to social networks to obtain answers and insights.  

    Google has long been the leading provider of search engines and browsers, and the term “to google” has become the official expression for online searching. However, the nature of information search is evolving, especially in the face of information overload and the growing influence of artificial intelligence. Millennials predominantly rely on classic search engines for their research, but increasingly, members of Generation Z are exploring alternative platforms to gather information.  

    According to a report by Axios, Generation Z is increasingly inclined to shun traditional search engines like Google and instead turn to social media platforms like YouTube and TikTok. These platforms are increasingly serving as their primary sources for quick and comprehensible answers. A survey by YPulse found that only 46 percent of 18- to 24-year-olds begin their information search with Google, while the figure is 58 percent among 25- to 39-year-olds. How will this shift impact future information gathering?  

    Collaboration of the Giants: Cooperation Between Google and TikTok

    Google has recognized TikTok as a growing competitor in the search technology sector. The platform, originally known for its short, entertaining videos, has become a significant player in digital information search. In a strategic move, Google and TikTok teamed up in the fall of 2023 to expand their reach. This cooperation highlights the changing dynamics of the digital world.  

    In recent months, artificial intelligence (AI) has significantly influenced various industries, particularly search behaviors. By 2026, the search volume on traditional platforms could decrease by 25%. Given this development, we must consider whether a restructuring of marketing strategies is necessary.  

    Meta AI to Enhance Instagram Search

    The use of artificial intelligence to improve search results on Instagram may soon become a reality. Current challenges with the relevance of search results could be addressed by the ongoing integration of Meta AI into the company’s platforms. Meta, the parent company of Instagram, is already employing its AI technology in a variety of applications, including text generation and chatbots. According to a report by TechCrunch, Meta is currently conducting tests with an AI-powered search bar on Instagram, which has the potential to fundamentally change the way content is discovered. 

    Can Users Now Communicate Directly with Meta AI on Instagram via DM? 

    Through the new feature, users from an AI-supported search bar can directly transition to chatting with Meta AI in direct messages. Here, they have the option to pose their own questions to the chatbot or use predefined prompts.

    Madita – SEO Managerin bei Peak Ace

    Madita

    is SEO Manager at Peak Ace. She has been with the company since 2023 and works in the Berlin office. She joined the Organic Search Team in September 2023 and is dedicated to many SEO topics.