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ChatGPT goes viral – but what does it mean for marketers and SEO? E-A-T evolves to Double-E-A-T; Google Updates; CMO 75 report; Best ads and more

Welcome to this week’s Digital Discovery.

Here we cover everything you need to know in the world of digital marketing over the last week.

This week we cover:

  • ChatGPT goes viral – but what does it mean for marketers and SEO?
  • Search Engine Optimisation: From E-A-T to Double-E-A-T
  • Google’s December 2022 link spam update
  • Visual Elements gallery of Google Search
  • New tool for SEOs: Google Search Status Dashboard
  • CMO 75: Marketing budgets increase and skill shortage remains

Plus we look at some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

ChatGPT goes viral – but what does it mean for marketers and SEO?

This week, ChatGPT, a natural language processing (NLP) model developed by OpenAI, has gained widespread attention and raised questions about its potential to replace Google, people’s jobs, and even education systems. But what is ChatGPT? According to the model itself, “GPT, or Generative Pre-trained Transformer, is a type of NLP model designed to generate human-like text by predicting the next word or phrase in a sequence based on the context of the words that come before it.”

For marketers, ChatGPT can be a useful tool for increasing productivity. It can be used to create chatbots for customer support, generate new content, create personalised emails and ad copy, and power customer service chatbots. However, it is important to carefully check the accuracy and quality of the output from ChatGPT.

In terms of SEO, ChatGPT can be used to generate content, perform keyword research, and create meta titles and descriptions. While it can be helpful in these areas, it is not a replacement for human expertise and strategy in SEO.

I tested content generation, keyword research and meta-data production.

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We tested content generation, keyword research and meta-data production.

Read more on how I tested some of its features for use in SEO.

Search Engine Optimisation: From E-A-T to Double-E-A-T

E-A-T (Expertise, Authoritativeness, and Trustworthiness) is a term used in the context of search engine optimization (SEO) to refer to the quality and credibility of the content on a website. It is a concept that is incorporated into Google’s algorithm, which helps them evaluate whether the search ranking results are providing helpful and relevant information.

Google has recently updated its search rater guidelines to include an extra “E” for Experience, resulting in E-E-A-T (Double-E-A-T). Experience refers to whether the content demonstrates that it was produced with a certain level of experience, such as through the actual use of a product, a visit to a location, or the sharing of personal experiences.

Google has placed “trust” at the centre of E-E-A-T, stating that “untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”

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E-E-A-T (Double-E-A-T)

This means that it is important for websites to not only have high levels of expertise, authoritativeness, and trustworthiness, but also to demonstrate their experience on the topic they are writing about in order to rank highly in search results.

Read more


Google’s December 2022 link spam update

Google is enhancing its spam detection capabilities with a new update released 14 December, that is able to identify purchased links and domains used mainly for the purpose of passing links to other websites.

The update, which is expected to take up to two weeks to finish, will utilise Google’s artificial intelligence-powered spam prevention system, SpamBrain, to eliminate unnatural links. In addition to detecting spam directly, SpamBrain can now detect sites that buy links and sites used for creating outgoing links.

Google stated “As we have always emphasized, links obtained primarily for artificial manipulation of Search rankings are link spam. Our algorithms and manual actions aim to nullify these unnatural links at scale, and we will continue to improve our coverage.”

If you observe ranking declines over the next two weeks this may be due to the recent link spam update. To avoid any potential impact on your rankings, it is important to make sure that your links are natural and follow Google’s webmaster guidelines. Focus on improving your site in order to attract new links naturally over time.

Note:  Google is still in the process of rolling out the December 2022 helpful content system

Visual Elements gallery of Google Search

Google has released a new guide that outlines the most common visual elements on the search results page.

The guide includes images and descriptions of 22 elements that may appear on the search results page, as well as information on whether they can be optimised by website owners.

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Visual Elements gallery of Google Search

This resource is useful for understanding the different types of search features available in Google Search, and for determining whether a website is able to be featured in rich results or other visual elements.

The guide will be updated as new features are introduced.

New tool for SEOs: Google Search Status Dashboard

Google has introduced a new status dashboard for Google Search. The dashboard is designed to provide information about any outages or issues with Google Search, including issues with crawling, indexing, and serving.

Ad of the week

CMO 75: Marketing budgets increase and skill shortage remains

According to the CMO 75 report from Chartered Institute of Marketing, the majority of CMOs (59%) saw an increase in their marketing budgets over the past year, while only 18% experienced a decrease. For the next year, 53% of respondents expect their budgets to grow, with a median predicted increase of 11-20%. This is slightly lower than the 21-30% growth seen in 2022. The main external factors cited as contributing to budget changes were the cost-of-living crisis (29%), the challenge of attracting and retaining customers (25%), and changes in consumer behaviour (11%).

Chris Daly, CEO of the Chartered Institute of Marketing, notes that the coming year will be a test for the marketing industry, but that many professionals see opportunities in the current economic climate, such as the potential to attract and retain new customers through affordable luxuries or by appealing to those trading down from premium products.

The report also highlighted that many marketing departments and agencies are facing challenges related to skills shortages and increasing wage costs.

Specifically, 73% of respondents expressed concern about skills shortages, 72% reported difficulties with recruitment, and 61% noted issues with staff retention.

Key content dates

  • 21 December 2022: First Day of Winter, National Crossword Puzzle Day
  • 24 December 2022: Christmas Eve
  • 25 December 2022: Christmas Day
  • 26 December 2022: Boxing Day
  • 27 December 2022: UK Bank Holiday
  • 30 December 2022: No Interruptions Day
  • 31 December 2022: New Year’s Eve

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

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