LIVE updates: This month in search marketing [November 2024]

1st of November

OpenAI launches ChatGPT Search: A new era in AI-Powered web search

OpenAI has introduced its much-anticipated ChatGPT search feature, with plans to expand access over the coming months. Some users already have early access to this new web search tool, showcasing its potential to transform how people find information online.

While ChatGPT has previously included browsing capabilities, this update represents a step toward creating a simpler, ad-free search experience that offers a fresh alternative to traditional search engines like Google. The focus is on making the process more intuitive and user-friendly.

Though still in its early stages, the feature has already generated significant interest. Initial feedback suggests it could compete with established players, and even the experimental SearchGPT prototype has reportedly driven more traffic to brands than other AI tools such as Perplexity and Claude.

The search tool is easy to use—simply click the web search icon in ChatGPT and enter a query. It’s currently available to ChatGPT Plus and Team users, as well as those on the waitlist for SearchGPT. Free users can expect access in the coming months, both on desktop and mobile devices.

The tool can address a wide range of topics, including weather, news, sports, stocks, and maps. Responses include citations from credible sources, which you can explore further by clicking the “Sources” button, opening a sidebar with detailed links.

The system is powered by a customised version of GPT-4, trained with advanced data methods. To ensure accurate results, OpenAI collaborates with Microsoft Bing and other partners, sharing limited search queries and location data as needed.

For those who want to integrate ChatGPT search more deeply, a Chrome extension is available to set it as the default search engine.

9th of November

Google’s latest AI overviews update set to impact eCommerce and SEO

Google’s AI latest changes include expanded shopping panels and the addition of ads within AIO, which could push organic search results further down the page.

These updates are part of Google’s ongoing adjustments to improve its AI-driven search results, particularly for shopping-related queries. Data shows that AIO volatility in shopping searches has decreased, with AI Overviews now aligning more closely with traditional organic search rankings.

A major change is the introduction of ads in AIO, which is shifting how search results are displayed. Ads now take up more space on the search engine results page (SERP), leaving less room for organic listings. Citations within AIO have also increased, highlighting the growing importance of paid results alongside organic content.

Since early November, tracking of search queries has shown a growing overlap between AIO and organic search results, indicating that these two areas are becoming more consistent.

The data also reveals that AIO panels are becoming more stable, with fluctuations in panel size dropping to less than 1%. Volatility in shopping-related queries has decreased from 37% in early August to 26% in late September. This trend suggests that the search environment may be more predictable for marketers, particularly during the busy holiday shopping season.

In addition, Google has reduced the number of keywords triggering AIO panels, aiming for more accurate responses to search queries, especially in eCommerce. Content presentation within AIOs has also been refined, with a significant increase in the use of collapsed unordered lists, which offer brief answers with the option to expand for more detail.

The use of product carousels within AIOs has surged, with increased visibility for this feature. These carousels, often accompanied by ads, could push traditional organic content down, further changing SEO practices.

Another important change is the integration of more multimedia content. E-commerce-related YouTube citations in AIOs saw significant growth in September, suggesting that video content is playing an increasingly important role in shopping-related searches. Users seem to prefer video resources when researching products, highlighting the growing impact of multimedia on search results.

Not all sectors are seeing growth in AIO visibility. For example, queries for specific products have dropped by 7.2%, while searches for furniture and home décor have fallen by 2.7%. Searches for clothing, fashion, and “best” product lists also saw reductions of 2.2% and 1.7%, respectively.

AIOs are now optimised for discovery and research-based queries, favouring definitions, explanations, and key data points. This shift indicates that Google is prioritising educational content over transactional or how-to guides.

As Google prepares for the holiday shopping season, the increase in ads and product carousels in AIOs suggests a more competitive environment for brands looking to maintain visibility in organic search. The growing role of multimedia and research-focused content signals the evolving nature of Google’s search results.

13th of November

WordPress 6.7 released: New features and updates revealed

WordPress has launched version 6.7, codenamed Rollins, bringing a range of updates aimed at improving performance and usability. The update introduces a new default theme, Twenty Twenty-Five, which is designed to provide users with a more intuitive and flexible platform for building websites. This theme features pre-designed patterns for key elements like headers and call-to-action sections, and it includes improved font support for multiple languages along with bundled colour variations.

Along with the new theme, version 6.7 enhances the design experience by offering better control over fonts. Users can now create, edit, and apply custom font sizes with ease, while fluid typography ensures that text adjusts dynamically across different screen sizes. The update also includes a new zoom-out feature, allowing users to view their site layout in a broader context, making it easier to swap out block patterns and understand the overall design.

One of the key performance enhancements in WordPress 6.7 is the introduction of the “sizes=auto” attribute for lazy-loaded images. This feature, which was recently added to the HTML specification, allows browsers to select the correct image source from the srcset list based on the image’s rendered layout width. As lazy-loaded images do not appear until after the layout is known, this feature improves the efficiency of image loading, benefiting both page speed and user experience.

Overall, WordPress 6.7 offers a range of features that streamline website creation and improve both performance and design flexibility. With these updates, users now have more control over their site’s layout, typography, and image handling, making it easier to build high-quality, responsive websites.

What you need to know about Google’s November 2024 core algorithm update

Google has launched its November 2024 core algorithm update, impacting search rankings across the globe. This update is part of Google’s ongoing efforts to refine and improve the search experience for users, ensuring content is evaluated and ranked more effectively. Website owners and digital marketers should prepare for potential changes in search performance, as this update may cause fluctuations in ranking and traffic.

Google’s core updates, which occur multiple times a year, are designed to reassess how content is evaluated in relation to search queries. Unlike targeted updates, which focus on specific areas, core updates affect search results universally across all regions and languages. Therefore, websites may experience shifts in rankings, but it’s important to understand that such changes do not always indicate an issue with your site.

Site owners should wait for the completion of the update before analysing any changes in their traffic or rankings. The full impact of the update may take a few days or even weeks to become apparent. Google recommends comparing website traffic data from before and after the update in the Search Console to identify any significant fluctuations.

It is important to note that recovery from a drop in rankings may take several months, and there is no guarantee that adjustments will result in improved rankings. Google’s algorithms are constantly evolving to meet changing user expectations and the dynamic nature of content across the web. Therefore, a ranking drop does not necessarily mean that the site’s content or SEO strategy is flawed.

Websites that experience significant changes, particularly those with substantial drops in rankings (such as falling more than 20 positions), should consider reviewing the quality of their content. This includes assessing how well it aligns with Google’s core guidelines, which focus on factors like expertise, authority, and trustworthiness. Improving content quality with a focus on these areas is the recommended approach, rather than seeking quick fixes.

Monitoring the status of the update rollout can be done through Google’s Search Status Dashboard, where Google will provide updates on the completion of the update, which typically spans a two-week period. Once the rollout is fully completed, website owners will have a clearer picture of how their site has been impacted.

This marks the final confirmed core update for 2024, following several algorithm updates throughout the year. As Google continues to refine its search systems, staying informed about these changes and aligning your content strategy with the latest guidelines will be key to maintaining and improving search visibility in the competitive digital landscape.

18th of November

Google Analytics users report missing data for 13th November

Google Analytics 4 (GA4) experienced a disruption that has sparked concern among digital marketers and website owners. Reports indicate that analytics data for that day is incomplete or missing for some users within the GA4 interface.

Although the issue does not appear to be universal, many users have voiced their concerns in online discussions, noting unusual drops in reported traffic. One marketer highlighted a 50% decrease in website traffic figures compared to typical levels, even though tools like Google Search Console and Bing Webmaster Tools reported no irregularities. The discrepancy has left users questioning the reliability of GA4’s reporting.

This data gap has prompted discussions across platforms, including the Google Analytics Help Forums, where multiple threads detail similar experiences. Some users reported delays in their data updates, while others observed incorrect figures for 13th November. Despite these concerns, Google has remained largely silent on the matter, with no official statements or resolutions provided at the time.

Delays in data reporting are not uncommon with GA4. However, they are typically resolved within 24 hours, making this prolonged disruption particularly notable. The absence of detailed communication from Google has added to user frustration, leaving many to speculate about the underlying cause.

An update was eventually issued via Google’s ads status report. It confirmed an issue affecting the generation of standard reporting tables in GA4. According to the notice, granular reports accessed through the explore module and BigQuery exports remain unaffected. Google has assured users that work is underway to restore the reporting tables.

While Google works to address the problem, the situation underscores the challenges faced by businesses relying on GA4 for critical insights. With its role in shaping marketing strategies and performance analysis, any interruptions in data accuracy can have a significant impact on decision-making processes.

Marketers and site owners are advised to monitor their analytics data closely and cross-check with other platforms to ensure continuity in reporting during this period.

TikTok AI-powered video tool to simplify content creation

TikTok has launched Symphony Creative Studio, a new AI-driven tool designed to make video creation more accessible for brands. By using product descriptions or URLs, the tool generates TikTok-ready clips that align with the platform’s popular trends, offering businesses an easier way to engage with its massive audience.

This innovative tool uses AI to pull images directly from a brand’s website and transform them into short-form videos. Brands can either input product details or upload assets, and the tool provides multiple video options created using licensed materials from partners such as Billo and Getty Images. The generated content is pre-approved for commercial use, removing much of the complexity and cost typically associated with video production.

One of the key features of Symphony Creative Studio is the inclusion of digital avatars, which allow brands to tell their stories in a dynamic and personalised way. These avatars are already proving popular in TikTok’s Chinese market, particularly for live sales streams. The tool also supports multilingual video creation, helping businesses tap into global markets more effectively. Additionally, the platform offers the flexibility to edit and tweak videos, ensuring they fit seamlessly with a brand’s identity and vision.

Symphony Creative Studio is TikTok’s response to the challenges many businesses face when trying to create engaging content. By removing technical and financial barriers, the tool makes it possible for brands of all sizes to connect with audiences without requiring in-house expertise in video production or a deep understanding of TikTok’s unique trends.

Unlike some competitors such as Meta, TikTok is focusing its AI efforts on practical, marketing-driven tools rather than experimental technologies like chatbots. While the quality of AI-generated clips can vary, the potential to simplify and scale TikTok marketing is significant.

21st of November

Google Analytics introduces Customer Match for first-party data remarketing

Google presents a new feature for its analytics platform called Customer Match, which is currently in beta testing. This update aims to improve remarketing by allowing advertisers to use first-party data, like email addresses and phone numbers, instead of relying on third-party cookies, which are becoming less effective.

With Customer Match, marketers can reach a wider audience by using customer data collected directly from their websites. The data is securely hashed to ensure privacy and protection for users.

To get started with Customer Match in Google Analytics, advertisers need to set up user data collection for their analytics property, link it to Google’s advertising products, and enable personalised advertising settings. Once set up, the feature is ready to go.

For campaigns using Smart Bidding and optimised targeting, Customer Match will automatically improve performance by adding first-party data to existing audience lists. Currently, it’s available for YouTube and YouTube Video Action campaigns, with plans to expand to in-feed and Search ads soon.

While both Google Ads and Google Analytics offer Customer Match, the version in Analytics is simpler to use. Unlike the manual CSV upload required in Google Ads, the analytics version automatically improve existing audiences with first-party data.

Customer Match offers several advantages, such as strengthening relationships with current customers, attracting new ones, and providing a more scalable audience strategy. It also helps boost performance in Smart Bidding and optimised targeting.

Google has assured that businesses’ customer data will remain secure and confidential, applying the same privacy standards it uses to protect its own users’ data. This update is part of Google’s response to the shift away from third-party cookies, offering marketers a new way to maintain effective targeting while respecting privacy concerns.

25th of November

Instagram rolls out new DM features: stickers, nicknames, and location sharing

Instagram has introduced a range of new features to enhance how users connect with friends through direct messages (DMs). These updates include fresh sticker packs, the ability to assign nicknames, and improved location-sharing options, making it easier to stay in touch and coordinate plans.

The new sticker packs are designed to help users express emotions and reactions more effectively. With 17 new packs and over 300 stickers now available, there’s no shortage of ways to add a personal touch to your chats. Users can also favourite stickers for quick reuse, including those created from image cutouts or shared by friends.

Personalisation has also been expanded with the option to assign nicknames within DMs. This feature allows users to customise how they refer to friends, whether for an inside joke or to simplify long usernames. Nicknames are private to DM chats and won’t alter usernames elsewhere on Instagram. Users remain in control of this feature, with settings allowing them to restrict who can make nickname changes.

Additionally, Instagram has improved its location-sharing tools to make coordinating hangouts more seamless. Users can now share their live location for up to an hour or pin a spot on the map, which is ideal for finding each other at events or organising outings. The feature is private, with live location sharing visible only to those in a specific chat. An indicator in the chat reminds users when live location sharing is active, and it can be stopped at any time. Instagram advises users to share their location only with trusted individuals for safety reasons.