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

1st of November

OpenAI rolls out ChatGPT search with expanded features

OpenAI has officially launched its much-anticipated ChatGPT search function, introducing a new dimension to how users interact with online information. This development marks a significant step forward for OpenAI, building on its existing capabilities to search the web and enhancing its role in the competitive AI search landscape.

This release is part of OpenAI’s broader strategy to innovate within the search sector, offering an alternative to traditional search engines like Google. The ChatGPT search interface is designed to provide a streamlined user experience, free from advertisements and unnecessary features, focusing instead on delivering precise, relevant information.

Despite its relatively small user base, ChatGPT’s search capabilities have already demonstrated a capacity to generate referral traffic, surpassing other AI-driven tools such as Perplexity and Claude in this regard. While it remains uncertain how this latest iteration will affect major search players, OpenAI’s unique approach to search could challenge established norms.

ChatGPT search is accessible through its dedicated web interface or via the desktop and mobile applications. Users subscribed to the ChatGPT Plus or Team plans, or those on the waitlist, can access this feature immediately, with plans to make it available to free users in the coming months.

The search tool leverages a sophisticated, fine-tuned version of OpenAI’s GPT-4 model, integrating insights from Microsoft Bing and other external data sources. Responses include citations with clickable links, offering users transparency regarding the origins of the information. The feature supports categories like weather, news, sports, and maps, providing up-to-date information within a visually distinct interface.

A notable aspect of ChatGPT search is its integration with Microsoft Bing, allowing OpenAI to enhance the quality of its results through shared data, including search queries and location information. For those seeking to streamline their browsing, OpenAI offers a Chrome extension to make ChatGPT the default search engine.

OpenAI has indicated plans to refine the search experience further, particularly in areas such as shopping and travel. This suggests an ongoing commitment to evolving its tool to meet diverse user needs and expand its utility.

9th of November

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

Google has rolled out significant updates to its AI Overviews (AIO), which are expected to affect eCommerce traffic and search engine optimisation (SEO) strategies. The latest changes include expanded shopping-related panels and the integration of advertisements within AIO, potentially pushing organic search results lower on the page.

These updates follow a series of adjustments aimed at refining Google’s AI-driven search results, particularly for shopping queries. The data indicates that AIO volatility in shopping-related searches has stabilised, with AI Overviews increasingly aligning with traditional organic search rankings.

A key feature of the latest update is the introduction of ads within AI Overviews. This shift is set to influence how search results are displayed, as ads occupy more space on the search engine results page (SERP), leaving less room for organic listings. Citations within AIO have seen significant growth, reflecting the increasing prominence of paid results alongside organic content.

Since the start of November, consistent tracking of search queries has shown that the overlap between AIO and organic search results is growing, suggesting a more consistent alignment between the two.

The data reveals that AIO panels are becoming more stable. There has been an improvement in day-to-day stability, with fluctuations in panel size dropping to less than 1%. Volatility in shopping-related queries decreased from 37% in early August to 26% by late September. This trend could provide a more reliable landscape for marketers as they head into the busy holiday shopping season.

Google’s updates also include a reduction in the number of keywords triggering AIO panels. This change reflects a push towards more precise responses to search queries, particularly those related to eCommerce. Additionally, Google has been refining how content is presented within AIOs. Collapsed unordered lists, which provide brief answers with the option to expand for more information, increased by 14.6% in September and a further 20% in October.

The use of product carousels within AIOs has surged, with a significant increase in visibility since the feature was first introduced. These carousels, often accompanied by ads, could potentially displace traditional organic content, further altering the SEO landscape.

The update also extends to the integration of multimedia content. E-commerce-related YouTube citations within AIO panels saw a substantial increase through September. This trend suggests that video content is becoming an increasingly important element of shopping-related searches. Users appear to favour video resources when researching products, highlighting the growing role of multimedia in search engine results.

Not all sectors are experiencing growth in AIO visibility. There has been a decline in AIO results for specific product searches and certain categories. For example, queries for specific products dropped by 7.2%, while searches related to furniture and home décor decreased by 2.7%. Clothing, fashion, and “best” product lists also saw declines, with reductions of 2.2% and 1.7%, respectively.

October data reveals an increase in AIO-triggered results for early-stage research queries. The findings indicate a strong emphasis on educational content, with most AIO panels delivering broad knowledge and only a small percentage providing step-by-step guidance. The majority of content presented in these overviews is structured for information gathering, with a focus on list formats for easy scanning.

The data shows that AIOs are now optimised for discovery and research-focused queries, favouring definitions, explanations of causes, and key data points. This trend highlights a shift in Google’s approach, prioritising educational content over transactional or how-to guides.

These updates come as Google prepares for the peak holiday shopping period. The increased presence of ads and product carousels in AIOs suggests a competitive landscape for brands aiming to maintain visibility in organic search. The integration of precise, research-driven content and multimedia citations highlights the evolving nature of Google’s search results.

Marketers and eCommerce brands are advised to monitor these changes closely as they navigate the holiday season and beyond.

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.