Marketing News You Need to Know - 17th May 2024

17 May 2024
by Atlas SEO
2 mins
Pink and blue coloured megaphones on a blue background

Google’s I/O event brings dozens of news updates 

Google’s annual I/O developer conference took place this week on Tuesday and Wednesday (14-15 May). It was a busy couple of days for the tech giant with literally dozens of new updates and announcements. It’s no surprise many of these were AI-driven with big changes for the Gemini app and the unveiling of a new image generation model called ‘Imagen 3’. 

AI Overview promises to “do the work for you” in Search

However, SEOs will be most interested in “AI Overviews”, a new, or technically rebranded feature for Search which is rolling out right now in the US and beyond. AI Overviews is basically what we have known for the last twelve months as the Search Generative Experience. It will now deliver answers to queries right at the top of search results in a “link card” powered by generative AI. Google says that its testing shows AI Overviews deliver higher click-through rates (CTR) compared to traditional results.

Threads adds a chronological filter for content 

Threads got another small but notable update this week; a ‘recent’ filter for search results. Threads boss Adam Mosseri announced on Wednesday that a new tab will added to Search to make the most up-to-date content easier to find for its growing user base. Mosseri said the app had been wary of chronological-related feature sets as they can be exploited by spammers and scammers. However, allowing users real-time discovery is important too if Threads wants to eventually dethrone rival X, formerly Twitter.

Duolingo’s famous mascot pivots to YouTube 

Duolingo’s brand of unhinged humour and content is making its way to YouTube. The language-learning app is experimenting more with Google’s video platform amid uncertainty about TikTok’s future in the US. The brains behind Duolingo’s meteoric success on socials, Zaria Parvez, is excited about its owl mascot spreading its wings. She noted: “We’ve taken a TikTok tone of voice on LinkedIn and it’s worked really well… There are so many opportunities.”

Google Search volatility continues

The long-running theme of heightened volatility in Google rankings continued this week. Semrush again logged a “very high” score of 9.3 for volatility on consecutive days through to 16 May. Publishers are spotting big fluctuations too. On the WebmasterWorld forums, one commented about a “50% drop” in traffic during the last three days. Google’s latest broad core update was completed last month. 

LinkedIn shines a light on “multifaceted modern CMO”

Marketing leaders are becoming more versatile with a wider scope of skill sets, or “multiplying hats”, according to a new LinkedIn report. Lenovo CMO Emily Ketchen said: “In addition to striving for creative excellence, CMOs are required to be experts in technology, people management, and finance and operations”. The report found the fastest-growing skills are sales and marketing, customer acquisition, analytical skills, customer experience and data analysis. 

Helpful content update “losers” could recover soon

Finally, some good news for sites that were hit by Google’s September 2023 helpful content update; they could bounce back and recover during the next core update. That’s on the proviso that site owners affected have taken measures to “fix” issues. Responding to a question on X, Google’s John Mueller said “I’d assume bigger changes would be visible when the next core update happens”.

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