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|  | | | | A note about Google Gemini and SEO
Last month saw a slew of news about Google Gemini hit the stands. From Bard being rebranded under the Gemini umbrella, to Google pushing its paid version of Gemini, to the release of Gemini 1.5.
But how will Gemini impact Google search?
While no one has a crystal ball, here are 3 things we think you should keep an eye out for:
1. Custom formats for search results: Part of the novelty of Gemini is its ability to create custom layouts depending on user inputs. Look for this to come to SGE down the line as even Google’s own CEO has said SGE will allow the search engine to “act more like an agent.”
2. Integration into local: Google has already begun testing AI inside of Google Maps. Local is one of the places where an AI experience makes the most sense. AI on the local SERP can help users filter results more easily and help create a journey experience within the local space (something that is lacking at the moment).
3. Shopping assistance: Like local, filtering results are particularly pertinent when going to Google with the intent to purchase. With Google’s focus on eCommerce, look for AI to help users explore products on the SERP with greater efficiency.
Hear what Search Engine Land’s Editor-in-Chief, Danny Goodwyn, had to say about Gemini’s role in SEO.
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| | Happy reading,
Crystal and Mordy | | |
Pointers from the pros | John Shehata | Founder, NewzDash | | |
The balance between trending and evergreen content for SEO
It’s always been challenging to find the balance between writing about new, trending, emerging, news-focused content—and writing evergreen content.
Trending content
+ Can appear in Google Discover
+ Can rank relatively quickly
+ Can drive a lot of traffic
- Doesn’t bring in traffic for a sustained period
- Requires strong topical authority
Evergreen content
+ Can produce a large amount of sustained traffic
+ Key traffic source when there are lulls in hot, trending topics
- Takes longer to rank as all the traditional factors come into play
- Rarely appears in Google Discover
How much of your content should be trending vs evergreen?
Take a 70/30 split approach to your content. If the majority of your content is news and trending topics, you want to ensure between 20-30% of your content is evergreen (and vice versa).
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Newflash
Mordy Oberstein
There’s no avoiding it—as much as I tried to—we have to discuss Reddit on the SERP. I will, however, try to bring as much balance as I can.
For months, SEOs have been noticing (when I say “noticing” I mean complaining) that Google has plopped a lot more Reddit onto the SERP. (To me, this has to do with Google looking to place what it calls “Hidden Gems” on the SERP and not having much other content to rely on. A point that Danny Goodwin recently discussed in a fabulous article).
The topic got renewed attention after an article highlighting inequity on the SERP for small publishers took the SEO community by storm. A day or so after publishing, the author noticed that Reddit was outranking the actual article, even though the keyword was the exact title of the article itself.
Things hit critical mass just three days later when it was reported that Google is paying Reddit for API access to the forum. The move seems to be about using Reddit to help train Google’s LLMs. Regarding ranking, Google said, "This expanded partnership does not change Google's use of publicly available, crawlable content for indexing, training, or display in Google products." Meaning, the partnership does not mean Google is ranking more Reddit content.
Of course, the SEO industry reacted to the statement with strong skepticism due to the aforementioned proliferation of Reddit on the SERP.
At the end of the day, there are a lot of different issues to parse. It’s always important to remember that these things ebb and flow and to look at the long-term landscape.
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 | How do you add a layer of expertise to your content?
The tide of AI-generated content will only continue to rise—you need a way to stand out from the crowd and make your content unique to you.
These are what I call the 3 personal levers:
1. Internal data: proprietary data that no other organization has access to.
Here’s how: Find out what compelling data already exists within your company and dissect it for your audience.
Example: This is how 948 marketers are spending their budgets.
2. POV: spicy takes on relevant topics.
Here’s how: Look for lessons you’ve learned from past experiences that contradict conventional wisdom in your area of expertise.
Example: If conventional wisdom suggests hiding prices behind a sales call, argue against it.
3. Stories and experiences: personal insights that differentiate you.
Here’s how: Write down 10 moments of transition in your life, big or small. Tie those moments with key lessons you can relate to your area of expertise.
Example: Lessons you learned switching from CMO of an enterprise to a scale-up. Incorporate them into your content to infuse a layer of expertise AI can’t replicate.
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What SEO clients should you take on?
Not every client is going to be the right fit for your SEO services. Learn how to qualify leads—and spot red flags—in our lively chat with Sydni Craig-Hart and Andrew Foxwell. |
Live webinar: How to rank with AI content
Learn how to prompt better AI content that’s primed for the SERP in this free webinar with Dale Bertrand of Fire&Spark and Giuseppe Caltabiano of Rock Content. |
Let’s talk AI at Wix Studio and SEO Fomo’s NYC event
Join us in person on April 16, 2024 at the Wix Playground in NYC. We’re teaming up with the brightest minds in SEO to give you the lowdown on how AI will impact Google Search. |
In the pipeline
Take your career further by learning how to successfully pitch your next big SEO proposal. Indeed’s Gus Pelogia will break down every consideration, from idea to impact, for both in-house and agency-side SEOs.
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