COMING AT YOU THE WEEK OF 5.16.23
You know what’s tricky? To think of a personal favor you can do for a giant group of people you only talk to one-way over email.
But I HAVE AN IDEA. Awesome people want to be solution-creators, not gripers. They hold themselves back from complaining as often or as thoroughly as they’d like.
So I’d love to be the open, attentive ear to your complaints today. Tell me what’s buggin you. Complain away! Don’t worry about sounding whiny. Just get whatever is driving you wild off your chest.
Is it something small and kinda stupid? Is it work stuff? Is it family stuff? Is it political nonsense? I’m all ears.
Send me an email at [email protected]
You might be thinking why I want to hear from other people, but not you.
You might think I like marketing as a hobby, she wants to hear from full-timers. Or maybe you’re thinking I’m Hayley’s brother-in-law, I only subscribe to support her, I shouldn’t reply. No, Rhett, I want to hear from you too.
And *you* random citizen.
Send me one word. Send me a five-minute voice memo. I wanna hear it.
THIS WEEK’S MOST IMPORTANT MARKETING NEWS
GOOGLE’S DEVELOPER CONFERENCE ANNOUNCED CHANGES TO SEARCH
I go into detail on those announcements below in the yellow article section. Like:
- Google’s plans for using AI in Search results
- A change in Core web vitals signals
- A new Search filter that highlights social media and forum content
Barry Schwartz reports seeing signs of an update to Google’s Search algorithm beginning May 10. Google hasn’t said there was an update, and this isn’t a giant shake up. This article shares the ranking changes reported by tracking tools and other marketers.
META IS TESTING AI FEATURES FOR ADVERTISEMENTS
These features are available to some advertisers for testing before being launched.
- Based on your ad copy, Meta will recommend variations of ad text
- Based on prompts you give, Meta will generate backgrounds for ad imagery
- Meta will adjust your creative assets to match ad dimensions across FB and Instagram
Ok, this one is for my SaaS and software marketers. Brendan humble-brags that 78% of his subscribers read each email he sends out. That’s wild. But it makes sense because his emails share the results of the regular survey he sends to 600 SaaS marketers asking them what they’re doing that works (for their marketing and career tactics). So if you don’t want that, I don’t know what to do with you.
GOOGLE LOOKER STUDIO TEMPLATE FOR TRACKING YOUR CONTENT’S USEFULNESS IN THE CUSTOMER JOURNEY
The article tells you how to connect your data to the template and it’s all free, not a lead gen or anything. So, cooool.
A DATABASE OF ACTIVE ADS ON GOOGLE
You know why that’s cool. You need no convincing.
HOW TO STEAL YOUR COMPETITORS’ FEATURED SNIPPETS WITH CHATGPT (PROMPTS INCLUDED)
Looks like my work is easy today, this is an informative article title and I don’t need to do more convincing.
ANNOUNCEMENTS FROM GOOGLE I/O THAT MATTER MOST TO MARKETERS
THE NEW PERSPECTIVES SEARCH FILTER SHOWS INFO FROM FORUMS AND SOCIAL MEDIA
Certain search results will soon have a Perspectives filter that serves long- and short-form video content, social posts, and Q&A responses. Google also plans to highlight info on the creators highlighted there, like how many followers they have.
CHANGE IN CORE WEB VITAL SIGNALS
Google strongly encourages focusing on their Core Web Vital signals to improve SEO. Previously, they used the First Input Delay (FID) metric to measure a site’s speed and responsiveness. Starting March 2024, they will switch to using Interaction to Next Paint (INP) instead.
Here’s Google’s guide to optimizing for INP. It’s a good thing we’re an adaptable breed, huh.
GOOGLE’S PLANS FOR COMBINING AI AND SEARCH RESULTS
They’re calling this SGE (Search Generative Experience) and it’s only available via waitlist for now (sounds like it will go live sometime this summer). With SGE, certain queries will show AI responses.
You can see an example below where a few paragraphs of AI-created text responds to your question. (The image is based on a screen shot from the article linked above.)
The results will also include links to the sources BARD used to generate the response, AND you can ask a follow up query or choose from some pre selected follow-up questions. And then below all that will be some links like in a “normal” query.
HOW TO GET ON THE WAITLIST FOR SGE
The Search Generative Experience (SGE) is only available to test once you’ve joined the waitlist. Here’s how to get on that list.
Open a new tab in Chrome
Click the Search Labs icon. It looks like a science vial(?). If you’re logged into a Google account run by your work, you may not see this icon. I had to log into my personal account.
Click the Add waitlist button (my screenshot’s button says Leave waitlist because I got all excited and hit the button before taking a screenshot)