The Weekly Bulletin | April 9, 2024

Hi SODP community,

Let’s recap on what’s been happening, the new content, industry updates, tips, and more.

TIP OF THE WEEK

Google’s Search Generative Experience (SGE) is about to revolutionize SEO as we know it.

As seasoned SEOs and digital publishing professionals, we need to be proactive in understanding and adapting to this game-changing development.

SGE is Google's innovative AI designed to provide users with instant, AI-generated snapshots of essential information directly on the search engine results pages (SERPs).

While this promises to enhance user experience, it poses significant challenges for organic traffic and SEO initiatives.

Here are some useful findings to start navigating this new landscape:

1️⃣ Understanding SGE: SGE presents 91.4% AI-generated responses at the top of SERPs, potentially overshadowing traditional organic listings. This means a potential drop in organic traffic, particularly for top-ranking keywords.

2️⃣ Optimizing for SGE: While optimizing for SGE boxes may seem daunting, prioritizing middle-and bottom-funnel content can increase visibility and conversion rates. Focus on product pages and branded content to maintain relevance, qualify traffic, and reduce the need to generate sequential queries.

3️⃣ Strategic Approach: Instead of solely relying on keyword research, focus on audience research and customer discussions to ideate content. Prioritize content creation that establishes topical authority and adheres to E-E-A-T principles (Expertise, Experience, Authoritativeness, Trustworthiness).

4️⃣ Enhanced Reporting: With changes in organic traffic metrics due to SGE, shifting towards revenue-based reporting is crucial. Ensure your SEO strategy aligns with business objectives and emphasizes tangible outcomes.

Remember, SEO is just one piece of the SGE puzzle. Collaboration between SEO and PPC teams can maximize visibility and drive traffic from multiple channels.

As we navigate this significant change in SEO, let's embrace the challenge and leverage it as an opportunity for growth. We can adapt, innovate, and thrive in the ever-evolving digital landscape.

For further reading, refer to this SGE research study by Authoritas.

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JOB BOARD

➡️ The Washington Post is seeking an experienced SEO editor. This editor will be responsible for identifying coverage opportunities and optimizing content across a range of topics. (Washington, DC, US). SEE MORE

➡️ News Corp Australia is seeking a partnerships content manager to oversee editorial delivery across its key content partnerships. (Surry Hills, NSW, Australia). SEE MORE

COMMUNITY BUZZ

Industry News

➡️ How local US news outlets in the total solar eclipse's path are covering the event, using it as an opportunity to broaden their appeal beyond current audiences. READ MORE

➡️ The New York Times is partnering with Adelaide, a company that uses signals like eye-tracking data to gauge whether readers are paying attention to ads. READ MORE

On Slack

We are gearing up for another round of the News SEO Playbook following the success of our first run back in September 2023. But we need YOUR input! What additional topics or areas would you like to see covered in this course? Given recent changes, from the impact of AI on digital publishers' SEO to Google's March Spam update, we want to make sure the course is tailored to address the latest challenges and opportunities.

To show our appreciation, anyone with the most useful option and comment will receive a free spot in this workshop, valued at $700.

GIVE YOUR INPUT ON SLACK

Social Media Discussions

➡️ Byron Perry on LinkedIn:

Hello, this is just to say that I am launching a new local news venture called Gazetteer, the core premise of which is that we have no social media or search presence. Our first city is San Francisco. Read more here: https://lnkd.in/g6FfRb_m

READ THE FULL POST

These are the highlights for the last week.

Until next!

Vahe Arabian and the editorial team at SODP