Influencers 🤝 AI.

Google rolls out Search and Analytics updates, AI is getting into everything, and more. April 4, 2023 [Read in browser]( [logo] [sponsor]( Happy Tuesday. Random thought: no one likes bugs unless they’re travel bugs. And just about everyone’s fine with those. No, we didn’t think of this in the shower. Bugs don’t belong in the shower. Ever. GOOGLE New Search and Analytics features, plus Bard is now good at math [article-image] If you pay close attention, you’ll notice today’s news features follow the “rule of three”: three items per section. A powerful technique. If only we could say we planned it that way… Good timing: Google [announced a few Search features]( that should set businesses up nicely for the summer travel, namely… - Story format hotels. When users search for hotels in a particular area on mobile, Google will provide the option to explore all properties in that area in a swipeable story format – including photos, prices, and more details. Nice. - Exploration. Users can now discover unique experiences for any attraction, book tickets, or find related experiences. Not bad if you’re marketing for hotels, travel agencies, or similar companies. Regular is fine: Good news for Analytics geeks. You can now modify and create events in Google Analytics 4 (GA4) [using regular expressions (regex)](, which should make it easier to set up conversions. Just don’t use malformed regex. Google says it can decrease your website performance. Calculating: Bard, Google’s ChatGPT equivalent, now uses PaLM, significantly improving the bot [when it comes to math and logic](. These updates should help Bard understand and respond to prompts for multi-step word and math problems – useful if you’re creating content for “logical niches” like web development. Why we care: The new Search story format for hotels and local exploration may help you promote local businesses—and right in time for the travel season, too. And with GA4 as complicated as it is, we’ll gladly take any update that simplifies things a bit. AI MARKETING How AI continues shaking up the industry Three things you probably can’t imagine working without: laptop, pie charts, and AI tools. Ready or not, AI is overhauling processes and systems as we know them, for better or worse. Influencers love it: Content creators [have started using AI tools to streamline their work](, creating video captions, writing scripts, and even cloning voices for podcast ads. Some influencers say automation helps cut down “administrative upkeep,” slashing time for writing emails or generating contracts, while databases help match brands and creators. On the flip side, there’s always the fear AI could render influencers obsolete. But so far, the stats don’t back up that theory. Business up front: Meanwhile, business people [using ChatGPT improved productivity by about 59%]( compared to those without. And before you say “quality over quantity,” listen to this – independent quality graders who didn’t know documents were AI based rated the documents 4.5 out of 5. Even crazier? The non-AI-assisted documents got a “measly” 3.8. Let that sink in… Almost human: Finally, [new reports claim the GPT-5 upgrade]( could make generative AI “indistinguishable from humans.” If that actually happens, just imagine the effects on marketing… SPONSORED BY SEMRUSH One tab to rule them all [article-image]( If you’re like most social media managers, you’re probably tired of bouncing between platforms and navigating half a dozen tabs just for social. That ends today. There’s a tool that gives you the power to: - Draft, schedule, and publish your social media content. - Give you regular performance reports. - Identify how your competitors are generating engagement. - Manage communication across social platforms in one place. … All from one tab! [The social media toolkit from Semrush]( helps social media managers save time and money, and still get amazing results. You get everything you need to take your digital marketing performance to a whole new level – from scheduling, analytics, inbox for DMs and comments to competitor listening. Semrush takes this all-in-one stuff pretty seriously. It’s why their platforms are so widely used and highly rated by marketers. Want to grow your brand’s visibility on social media more easily and quickly? [Try Semrush now for free.]( SEO Microsoft CEO: This is how AI may impact your SEO strategy [article-image] Ever since the first AI writing tools, SEOs have faced an existential question: “Will SEO die?” … And that was before ChatGPT. Now it seems the entire anatomy of search could change – from the way we use queries to the way we receive them, especially as AI-written content becomes more prominent. So when the CEO of Microsoft, Satya Nadella, spoke about Microsoft’s efforts to improve search with Bing’s AI-powered chat, we were grateful that Glenn Gabe summarized Satya’s most important insights in [a helpful Twitter thread](. Let’s see what’s in store for SEO, shall we? First up, Satya pointed out that the design of the Bing chat is already a glimpse of what’s to come. The chat is just a different way to represent 10 blue links on a search results page. Satya also said Bing can only source answers from content if it’s driving traffic to the content. After being asked whether Microsoft will track the traffic it is sending out and use it as a KPI for relevant content, Satya answered – One hundred percent. It’s simple logic: Zero traffic to a webpage > Zero opportunity for Bing crawlers to actually crawl content they’d source in chat > No new responses in AI-powered chat. So in that sense, Microsoft needs to actually “push” users to click out of the search engine in order to measure relevant signals. According to Satya, “Perhaps there will be new incentives in SEO to generate even more authoritative content which will get in.” This also aligns with [Google’s Search guidelines for AI content](– where it says high-quality content will get rewarded “regardless of how it’s produced.” The bottom line? Driving traffic to websites will continue to be relevant. And even if the structure of the results pages change, links to your website should always remain. However, AI may require SEOs to demonstrate even more authoritativeness, better content, and new “frameworks” if they want to actually land among results – and big publishers have the upper hand. Better get ready for that battle. SPONSORED BY AFILIADOS BRASIL Brazil is one of the top five fastest growing online markets. Here’s how to get in… [article-image]( [Afiliados Brasil]( is a unique opportunity to build your network in a growing market of 200M+ people. This massive affiliate marketing event brings together not only bloggers and webmasters, but also 5,400+ affiliates, companies, agencies, and advertisers who are masters at monetizing websites and online products. It’s one of the best marketing and networking opportunities in the Latin American market and the world. Want to get in? Better hurry… it’s happening May 25–27! [Grab a booth or sponsorship now!]( THE CREW’S INSIGHTS How to attract top talent with well-written job listings [article-image] Most job posts are generic, vague, or simply bad. If you don’t believe us, take a minute to browse through LinkedIn Jobs in any category. Read the first ten job listings you see. There are plenty of poorly-written job listings out there—job listings that aren’t bringing in any top talent. So how do you bring in the best of the best? Some things we’ve noticed: - Include a pay range. Job seekers are significantly less likely to apply if you haven’t listed a salary. More importantly, if you’re looking for top talent and can pay for it, making this clear from the get-go increases the chance you’ll get quality applications. - Explain what it’s actually like to work for you. Talk about what the day-to-day is like in your company. Don’t use buzzwords. Be clear. - Add some personality. Don’t try too hard, but write the job listing in a tone that matches how you operate at your company. And if you want to take it a step further, consider writing the job post in first-person, directly addressing the reader. - Give a brief overview of the interview process. If you want candidates to do an unpaid, eight-hour working interview, be honest and say so. Give people an idea of what they can expect, so they know if your interview process aligns with their expectations. Think of writing job posts like writing conversion copy. You have a target audience in mind, and you’re trying to convince them to take a specific action. Put some effort into the writing. Don’t assume that, because you’re offering work, top talent will automatically apply. Unfortunately, it usually doesn’t work that way. ROUNDING UP THE STACK [E-COMMERCE:]( Did you know 85% of e-commerce sales are made on smartphones? And 18–24 year-olds spend 50% of their time on TikTok watching influencers. Learn more about this and other crazy trends that can boost your e-com sales for free. [Download Insider Intelligence’s report.](* [TWITTER:]( Legacy or Blue? There’s a difference – one is a leftover from the past and goes to “important” accounts, while the other is a premium subscription. Too bad Twitter’s new update makes it impossible to tell which is which… [META:]( This seems handy. Meta has added a “Broadcast” channel type for Groups, accessible to admins and moderators only. Sounds like an opportunity for pushing community updates, special offers, promos, and other important messages. [TIKTOK:]( Another country joins the ban club. Australia will announce a platform ban on all government devices this week, citing privacy concerns and joining the likes of the UK, Canada, US, and several other countries. Seems the list keeps getting longer… [ADVERTISING:]( UK publishers are suing Google, claiming the company abused its dominance in display advertising and prioritized its own ad tech products. This “monopolization” allegedly resulted in $4.2B loss of ad revenue. Uh-oh… *This is a sponsored post BRAIN TEASER I can be cracked, I can be made. I can be told, I can be played. What am I? You can find [the answer here.]( [poolside-logo] POOLSIDE CHAT Who else wants 3D printed cheesecake for dessert? [article-image] Why mess around with stovetops, ovens, or microwaves when you have a 3D printer? A group of engineers from Columbia University created a 3D printing system that can [manufacture a real cheesecake]( using edible “food inks” like peanut butter, Nutella, and strawberry jam. The resulting cakes don’t look quite like cheese cake, but we’d still try them. Not sure how we feel about telling people we used “inks” when they ask about the recipe though… SHARING IS CARING How about getting holiday marketing tips worth $99 for $0? It’s easy. All you have to do is get four people to subscribe to our newsletter. That’s literally it. Just share the link below with other smart marketers, CEOs, and entrepreneurs, and you’ll earn access to The Ultimate Holiday Marketing Deep Dive. Takes 30 seconds! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. 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