The ClickZ Digest | Google Leak of Alleged SEO Documents and Why Marketing's Role Goes Beyond Promotion

[Subscribe]() | [Forward]() [Logo]() Jun 05, 2024 ClickZ Digest WHAT WE ARE READING EMARKETER [Google Leak of Alleged SEO Documents Shows Importance of Brand Marketing, But Don’t Ditch Best Practices]() Over the weekend, thousands of alleged Google Search API documents were leaked. The highly technical documents purport to cover Google’s over 14,000 ranking factors, how link value and click behavior are evaluated, and how Google classifies smaller sites. But for the average marketer focused on building a brand, the news may be more exciting than actionable. Don’t overreact. “The leak is interesting to dig into, but there is too much unknown with the actual leaked information to make any decisions about SEO,” said Lily Ray, vice president of SEO strategy and research at Amsive. “We don’t know whether the attributes listed in the leak are actual ranking factors, or to what extent they are currently used, if at all. SOCIAL MEDIA TODAY [TikTok Is Exploring a US Only Version of Its Feed Algorithm]() Would TikTok still be TikTok if it didn’t have its all-knowing algorithm feeding you more and more of the content that you want to watch every time you log in? That could be a key question of the next stage for the app, as it works to come up with alternatives to remain in operation in the U.S., after the U.S. Senate voted to force TikTok to be sold into U.S. ownership, or face a national ban, due to national security concerns. Chinese officials have reportedly already vetoed any potential sale of its algorithmic code, under China’s revised export-control rules, which stipulate that any sale involving its source code would require Government approval. Which means that a sale of TikTok as we know is unlikely, and now, according to reports, TikTok’s owner ByteDance is working to come up with another proposal. MARKETING BREW [Snapchat’s User Base is Growing Up—And It Wants Advertisers to Come Along for the Ride]() Close to 25% of Snapchat users are 35 or older, Patrick Harris, Snap’s president of the Americas, said in a YouTube video about the company’s ad platform. That could end up being a draw for advertisers looking to target adults. “Gen Z[is]…an incredibly important audience,” Harris told Marketing Brew. “At the same time, as we continue to age up, being able to talk to categories of advertisers in the automotive segment or in certain CPG categories [provides]...a lot more opportunities.” Snapchat’s evolving brand positioning comes amid a new ad campaign promoting the platform as being different from other social media apps, and it comes amid a series of new ad features designed to court advertisers after several challenging quarters. The company also debuted new and improved Dynamic Ads, generative AI and AR tools, and other ad features for advertisers and brands. MARKETING DIVE [U.S. Bank Taps AI to Create Audience Models for National Campaign]() U.S. Bank has launched a national campaign, “The Power of Us,” leveraging artificial intelligence (AI) to create audience models to test its creative against, per details shared with Marketing Dive. The campaign is the first under new CMO Michael Lacorazza. The campaign is centered around a brand video and three additional spots that tell the stories of what U.S. Bank, its employees and clients can achieve together. The spots have both Spanish and English versions, with the latter voiced by actor Jake Gyllenhaal. Agency Supernatural AI’s AI platform was used to create avatars of U.S. Bank’s core target groups to develop the campaign strategy and conduct testing. The campaign will span connected TV, broadcast, out-of-home, digital, social and sponsorships. SEARCH ENGINE JOURNAL [How SEO Experts Can Utilize ChatGPT For BigQuery With Examples]() AI is shaping every field by making skills (such as coding or data visualization) accessible to everyone, which weren’t available in the past. An AI operator who can run the right prompts can perform low- and medium-level difficulty tasks, allowing more focus on strategic decision-making. In this guide, we will walk you through step by step how to use AI chatbots with ChatGPT as an example to run complex BigQuery queries for your SEO reporting needs. SEO tools like Google Search Console or Google Analytics 4 have accessible user interfaces you can use to access data. But often, they limit what you can do and show incomplete data, which is usually called data sampling. TOP VOICES INSIGHT FROM IAN VICTOR MWENDA [Why Marketing's Role Goes Beyond Promotion]() As the hospitality industry continues to evolve, it's essential to recognize that marketing's role is no longer limited to promoting hotels, resorts, and travel experiences. Gone are the days when a simple "book now" campaign would suffice. Today, marketing plays a vital role in shaping the entire customer journey, from pre-arrival to post-stay. In this article, we'll explore the changing landscape of the hospitality industry and the expanded role of marketing in driving business success. The rise of digital platforms and social media has created an environment where customers are more informed than ever before. They expect personalized experiences, seamless communication, and real-time feedback. This shift in consumer behavior has forced hospitality businesses to rethink their marketing strategies and focus on creating meaningful connections with their audience. WHAT WE ARE LISTENING TO THE MARKETING MILLENIALS [The Marketing Funnel is Dead, Use This Instead]() The funnel is dead, use the playground instead. Have I lost my mind— or has my latest guest finally convinced me to put the marketing funnel to eternal rest? Ashley Faus, Head of Lifecycle Marketing at Atlassian and author of numerous published articles on TIME, Forbes, Marketing Profs, and The Muse has A LOT of thoughts on how marketers can more effectively reach their target audience. She’s got plenty of actionable tips for marketers who are struggling to find the right distribution channels for their content. She chats with me about why it’s so important to understand your audience's intentions and how, by removing content barriers and creating modular content, you can easily elevate your strategy across multiple platforms. [Listen Here]() MORE THAN A NEWSLETTER [Editorial]() Contact an editor to create content for your business. 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