Search marketing is facing big changes, and it’s not just from Google. AI-driven search engines are becoming more competitive, pushing digital marketers to adjust. Meanwhile, YouTube and Pinterest – platforms we don’t often cover here – are making moves worth noting. On top of that, Google has introduced a new tool to help users protect their personal information online.

Here’s your quick guide to what’s happening in digital marketing this week.

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1. The Changing Face of Online Search

For years, digital marketers have relied on the massive search traffic provided by Google, whether through SEO or paid ads. But the advent of AI search engines like SearchGPT, which offers capabilities that exceed traditional keyword-based searches, threatens Google’s long-standing dominance.

It’s a turbulent transition period; while AI platforms are still figuring out their business models, there are no clear instructions for marketers to adapt. There’s no handbook yet on how to specifically optimise your content for AI search, and constant changes in the search engines make marketing efforts more complicated.

This doesn’t seem like a passing trend, either. In the meantime, with the possibility of seeing less traffic from Google, businesses must be ready to adapt to new search models.

What this means for you:

Marketers will need to experiment with platforms, diversify traffic sources, and keep a close eye on how AI-driven search evolves. Some businesses will struggle, but others will find creative ways to stay afloat, like focusing on a stronger offline brand presence, direct audience engagement, or simply not being afraid to try new things.

2. YouTube Aims for Fewer Mid-Video Ad Disruptions

Here’s a twist we didn’t see coming: YouTube actually trying to make mid-roll ads less disruptive. Beginning on May 12th, YouTube will be placing ads at natural video breakpoints instead of mid-sentence or mid-action sequences.

This is good news for viewers everywhere, but creators might also benefit financially, as those who have started utilising automatic ad placement have seen over a 5% revenue boost.

Older videos will be automatically updated, but creators can opt-out if they prefer to place ads manually. For the latter, though, YouTube is adding a tool to flag potentially interruptive ad slots.

What this means for you:

Fewer disruptive ads on your video often result in a better viewer experience, which could lead to longer watch times and better engagement.

That said, this may demand a more intentional approach to content creation and structure – being strategic in placing natural breaks throughout your videos where mid-roll ads can fit smoothly without driving audiences away.

3. Pinterest Adds Clearer Labels for AI Content

Pinterest used to be the go-to platform for creative inspiration and DIY ideas, but lately, it’s been overrun with AI-generated content. After users voiced concerns about this flood of low-quality posts, Pinterest has finally addressed the issue by rolling out labels to clearly identify AI-generated material.

The irony isn’t lost on anyone, however, as Pinterest is also pushing advertisers to use its AI tools for creating pins. It’s quite confusing, knowing that the appeal of Pinterest lies in original, authentic content. One can’t help but wonder: are we witnessing the social media platform’s evolution… or slow death? Only time will tell.

What this means for you:

In the age of AI, authenticity is your most valuable currency. If your business depends on traffic from Pinterest, real, human-created content will shine through the “AI clutter” that has been overwhelming the platform.

While using AI tools can benefit your content production strategy, be sure to balance them with original, creative material to maintain genuine engagement.

4. Google Makes It Easier to Protect Your Personal Info

Your entire life history displayed across the internet might not be ideal, and so to assist you with this, Google has revamped its “Results about you” tool to make it easier for users to remove personal information from search results.

By signing up and entering your name, address, and phone number, Google will proactively notify you about any search results containing this data. If you find something you’d rather not make public, you can remove it directly through a menu in Google Search.

You can also request to update outdated information or even ask for a page to be removed for legal reasons, like copyright infringement.

What this means for you:

You’re likely to be managing someone’s online presence, whether it’s yours, a client’s, or somebody else’s, and this update means you can have more control over sensitive information online. Using this tool, it’s easy to manage your reputation and ensure outdated or unwanted information is removed.

Aside from keeping an eye on your digital footprint, Google’s tool could potentially help you make sure your content remains accurate and up-to-date.

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