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With so much industry chatter and insights happening at live events, we want to make sure you’re up to date on what SEOs are talking about.
Our own Crystal Carter attended BrightonSEO in the UK, where she spoke about SEO and brand recognition for large language models (LLMs). Here’s what she heard buzzing about:
Diversify Marketing Channels: To navigate a fragmented search landscape, brands should explore a variety of channels, as emphasized by Carrie Rose and others. This aligns with the growing emphasis among SEOs on brand marketing, email lists, and other activities that help regain control from algorithm-dependent platforms.
Increase Visibility on AI Platforms: Brands should focus on strategies to enhance their presence on AI-driven platforms like ChatGPT, Perplexity, and other large language model (LLM) search tools, as suggested by Crystal Carter and Daniela Leitner. Crystal pointed out that the user journey for a Google AI overview differs from that of an LLM like ChatGPT and requires its own focus..
Leverage AI and Machine Learning: Teams should consider adopting AI and machine learning for growth, content management, and broader marketing applications, as demonstrated by the use cases presented by Lazarina Stoy, Hinde Lamrani, and Travis Tallent. Leveraging these technologies allows SEO teams to scale in new ways, and it's an avenue worth exploring for any SEO team.
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Mordy Oberstein
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Affiliates beware?
Google appears to be targeting sites using subfolders or subdomains to host affiliate content unrelated to the site's primary purpose.
We observed a similar situation with Forbes at the end of September, and now it's expanding. Barry Schwartz reported that 'Fortune Recommends'—a subfolder on Fortune's site hosting third-party affiliate content—has seen its rankings significantly decline.
Glenn Gabe, who first noticed the ranking drop of Fortune Recommends, investigated similar sites and found that their subfolders also experienced substantial ranking losses.
Glenn reached out to Google, who clarified that this is not related to the algorithmic enforcement of its Site Reputation Abuse policies. According to Google's Danny Sullivan, the ranking losses occur because Google recognizes 'if a section of a site is independent or starkly different from the main content of the site.’
I would be remiss if I did not mention that in mid-October, Google replaced Prabhakar Raghavan with Nick Fox as its new head of search. This leadership change comes amid significant discussions about Google's recent approach to its organic search results.
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What are uncommon ways to learn SEO?
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How to make your influencer marketing feel authentic?
Choosing the perfect influencer for your brand.
It's important to look beyond numbers like follower count or engagement rates. It’s more about understanding the influencer’s values and whether they align with your brand. You also want to know why they create content and how they connect with their audience. Are they really engaging with their followers and building strong relationships?
You need to think about how naturally your brand can fit into their content. Will it feel genuine, or will it come off as just another ad? A good fit between the brand and the influencer’s style is key to making the partnership look natural.
Building together.
I’m a strong believer in building long-term relationships with influencers because over time, the brand integrates more naturally with both the influencer and their community.
When you work with someone consistently, the partnership feels more organic, and sometimes you’ll even see them mention the brand organically, simply because it’s something they genuinely use. I always advocate for a collaborative approach, where it’s not about one side winning. It’s about both the brand and the influencer growing and succeeding together—it's a "we win" mentality.
Thinking of their audience first.
Don’t lose sight of the fact that an important factor in influencer marketing is the impact of the content the influencer creates to capture their audience’s attention. It’s important to give influencers the freedom to be creative and express what will truly resonate with their community. They know their audience best, so we should ask them what the audience needs, what’s missing, and how we can make the content more educational or engaging to stand out. By asking the right questions and trusting their insights, we can ensure that the campaign feels more organic and has a greater impact.
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Why learn SEO from a course?
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UX for SEO checklist
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