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Exploring the Future of Search Marketing with Marcus Tober
Marcus Tober, SVP at SEMrush and a pioneer in search analytics, shared his top recommendations for businesses and search marketers navigating the dynamic landscape of 2025.
Key Insights:
Companies should monitor referral traffic closely as AI search engines, like ChatGPT and Perplexity, continue to grow and drive traffic.
👉 A strong user experience, good interlinking, and trusted sources (e.g., G2, Trusted Radar) are crucial for ranking across all search engines.
👉 There will be increased diversification in where people search and what questions they ask, but Google will remain dominant due to user habits.
👉 The dynamic landscape and new AI-driven search engines could disrupt current trends, making it hard to predict next year’s trends.
👉 Brands should focus on a diversified search strategy, considering multiple search engines and enhancing user experience across all platforms.
#DigitalMarketing#SearchTrends#SearchMarketing#AI#SEO2025
We are here at Brighton with Marcus and Marcus, it was always amazing to see you and all these conferences and thank you for sharing your insight. Love to know. By the way, quick introduction for Marcus. Marcus is SVP for SCM Rash. He launched Enterprise platform and last like 2 years prior to SCM Rush, he was a founder of Search Metrics and Big Schema Geek. I can say that right? Yeah, 100%. 100. Yeah, awesome. With that, Marcus, can you tell us? What are top three things businesses should focus on next year or search marketers should focus on or you know, chief marketing officer should focus on based on how AI is moving and everything else is happening in the industry? I mean, I definitely think that they should take a close look at like like referral traffic because I really believe that AI search engines will continue, continue to grow and send traffic. So you should pay attention to which pages you get the traffic and for what reasons. Which also brings me to a point that if you look at your own site, right and if you of course you should look at user experience and good internal linking and then all these sort of things. But what I also truly believe and I've showed this yesterday in one of my. Presentations I've last seen as one example is ranking everywhere. It doesn't matter if it's Google or Bing or perplexity or ChatGPT search. And the reason is also like to create a good user experience. They have QA part of the website, they have good interlinking. They are happening on all these like trusted sources like G2 or trusted Radar or even maybe on some good publisher websites. I really think that that companies for next year, they should understand that there will be a diversification, you know of like where people are going and what kind of like. Questions people would ask. I don't think there's going to be a replacement of like what people do in Google because it's like a habit, right? And you don't just have it over the last 25 years. And I don't know like like if you really ask about like one or two big trends, I think it's very hard to answer because we are in a such a dynamic space right now. And CHPT search was just launched a few weeks ago, already seen an increase in traffic to some websites. And it's very hard to predict how next year will be. A perplexity is growing, is going to also raise another funding round, which also means they will have maybe some new features that makes it very attractive. Use them. So yeah, it's, I think for us it's the most exciting time since many, many years. For me, for example, feels a bit like. Den Google Cam Challenge, Altavista und Yahoo visoren Rights ja dos they is. Right, right. So it's pretty crazy. So yeah, So I think companies and brands need to think like more diversive next year because it's not just one search engine. Wonderful. Thank you so much. So just a recap, think beyond Google. Yes, think where your business is coming from. Think about all the all ChatGPT and all these different channels, but look at where your business is coming from. Also think about user experience, which is the foundation. Not everything, so thank you so much, really appreciate it.
As generative search continues to evolve, it's essential for marketers to stay ahead by adapting their strategies to this new search paradigm.
EMARKETER's Evelyn Mitchell-Wolf highlights the groundbreaking shift in search advertising driven by GenAI in our newly released report.
🔍Key Insights:
-Google's AI Overviews are now integrated into search habits of hundreds of millions of users, transforming how search results are presented and consumed.
-Despite the rise of AI-powered challengers, Google is expected to command 70.5% of traditional search ad spending by 2026, maintaining its dominance.
-To navigate the changing SERP landscape, marketers need robust organic and paid search strategies. AI Overviews present both challenges and opportunities for optimizing content and ad placements.
-Healthcare and B2B are seeing significant disruption
For a deeper dive into these trends and more, check out the full report.
#GenerativeAI#SearchAdvertising#DigitalMarketing#SEO#MarketingTrends#AI#TechInnovation#Healthcare#B2B
With Prime Day just around the corner, the need to optimize product listings quickly is pressing.
With the help of the right AI-powered solution, you can quickly refresh product descriptions for all your products at once, ensuring they align with the most up-to-date search trends and shopping themes for this season to keep your products relevant and compelling.
You can also use AI to update your product listings to include promotional details, enhance SEO visibility, and remove restricted keywords. This ensures your listings stand out and are ready to convert shoppers on the big day.
Leveraging AI for these tasks not only saves time but also ensures consistency and accuracy across your store, setting you up for success as Prime Day approaches.
#PrimeDay2024#eCommerceTips
As someone who's been deep in the trenches of SEO and digital strategy, I’m always excited to see how innovations in search reshape our industry. Google's latest advancements—like AI-powered search overviews and the expanded capabilities of Google Lens—are not just updates; they're redefining how we approach information discovery.
These changes mean users can now make more nuanced, context-rich queries and receive tailored, insightful answers. It’s fascinating to see how these tools are making search more intuitive and interactive. For marketers and SEOs, it's a signal to pivot and adapt strategies to align with these new ways of user engagement.
These advancements remind me why staying adaptable is key in our field. The digital landscape is always moving, and being prepared to evolve with it is what sets us apart.
I'd love to hear how you see these innovations impacting our work. Are you excited, concerned, or ready to embrace these tools? Let's discuss! 💬
https://lnkd.in/gseZCwuC#SEO#DigitalMarketing#AI#Google#SearchTrends
🔥 Exciting Update from Google Marketing Live 2024! 🚀
Google Marketing Live 2024 highlighted the latest in AI advancements, focusing on the new AI Overviews (SGE) feature. Learn how this will revolutionize the paid search landscape for advertisers.
🤖 How will AI Overviews impact advertisers? Dive into the key implications and strategies outlined in the article below.
✨ Embrace broad match
🎯 Adopt value-based bidding
📊 Take a triangulated measurement approach
🌟 Leverage Performance Max and Demand Gen campaigns
🔍 Push for transparency
The future of paid search is evolving with AI - stay ahead of the game and adapt your strategies for success!
#GoogleMarketing#AIOverviews#PaidSearch#DigitalMarketing
(Note: This post is a summary inspired by the blog about Google’s latest marketing event without direct source attribution)
💰 Google just announced at Google Marketing Live 2024 that it will soon be possible to advertise in Google Search's new 'AI overviews'!
This is interesting news for marketers that are searching for ways to get in front of their target audience within Google Search in the AI era, now that Google introduced AI Overviews. How to do this organically through SEO is still a big mystery, but Google is now at least providing more clarity on how to get your brand in AI Overviews (by paying 💸, of course).
🤖 AI Overviews are powered by a new AI (Gemini) model, which enables searchers to go beyond the typical search and answer complex questions with ease, brainstorm ideas when you don't know exactly what to ask & ask questions about what you see in the real world with video (cool, right?). All results are shown straight in the Google Search feed.
🌎 Although AI Overviews are currently only available in the U.S., it will soon be rolling out to more countries.
👀 Google has started testing Search and Shopping ads in AI Overviews, which are labeled as “Sponsored” and will be visible above and below the AI-generated overview in Google Search. Check out the GIF below to see how they look.
🚀 Are you excited to start advertising in AI Overviews?
#googleads#marketing#AI
✨ 𝐓𝐨𝐩 𝐑𝐞𝐚𝐬𝐨𝐧𝐬 𝐭𝐨 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐞 𝐟𝐨𝐫 𝐆𝐨𝐨𝐠𝐥𝐞 𝐕𝐨𝐢𝐜𝐞 𝐒𝐞𝐚𝐫𝐜𝐡:
𝐕𝐨𝐢𝐜𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐒𝐮𝐫𝐠𝐞: With 55% of households expected to own a smart speaker by 2024, voice search is becoming the norm.
𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐝 𝐒𝐄𝐎: Voice search queries are often more conversational, helping you capture long-tail keywords and boost your search rankings.
𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐔𝐬𝐞𝐫 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞: Offer faster, hands-free access to information, making it easier for users to find what they need.
𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐄𝐝𝐠𝐞: Stand out from the competition by being early adopters of voice search optimization.
𝐈𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐝 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Engage with your audience in a more natural, intuitive way.
🚀 Why Now? 🚀
📈 Voice search is growing exponentially, with 71% of consumers preferring to conduct queries by voice instead of typing.
🔝 Stay ahead in the SEO game by optimizing for the latest search trends.
🤖 Leverage AI and machine learning to deliver personalized, voice-driven experiences.
#GoogleVoiceSearch#SEO#DigitalMarketing#VoiceSearchOptimization#TechInnovation#FutureOfSearch#AI#VoiceFirst
Tripled a client's ROAS with AI-powered Google Ads 🔥
👇 Below is the exact playbook I followed:
1️⃣ Use improved broad match
-Allow AI to Auto-generate High Catchment Queries for you.
2️⃣ Implemented smart bidding
-Target ROAS or Target CPA Trust the algorithm.
3️⃣ Build Responsive Search Ads
-15 headlines, 4 descriptions Your AI will make them better for you.
4️⃣ Use customer match lists
-Once you upload your data, our AI finds similar valuable prospects.
5️⃣ Auto-Applied Recommendations
-AI Optimizations — Keep One Step Ahead
6️⃣ Keep An Eye On Search Terms
-AI will surface new opportunities. Act fast
7️⃣ A/B test everything
-AI thrives on data. Feed it constantly.
Result?: 📈 3x ROAS in 60 days.
AI isn't replacing marketers—it's amplifying our capabilities.
💡 What's your best AI-powered Google Ads tip?
#GoogleAds#ROAS#AIPoweredMarketing#DigitalMarketing#AdStrategy#PPC#AI#SEM#AIPoweredAdvertising
Are Google's New AI Features Threatening Website Traffic?
In a significant shift within Google Search, #AI-generated answers are now prioritized over traditional search results. This change raises important questions about the future of website traffic and user engagement.
Overview of Change:
Google's recent introduction of AI Overviews combines traditional search results with generative AI to provide concise summaries at the top of search results. Instead of merely displaying links, these AI features deliver direct answers to user queries, effectively transforming the search experience into a more streamlined and immediate information retrieval process.
Impact on #Website#Traffic:
The implementation of AI Overviews is expected to lead to a notable decline in click-through rates (CTR). As users increasingly find satisfactory answers directly from Google's AI, the need to visit source websites diminishes. This could lead to a decrease in website traffic, particularly for those heavily reliant on organic search visits.
❓ Visitor Engagement Concerns:
This shift also raises concerns about content attribution and reader engagement with original sources. When information is summarized and presented directly by Google's AI, the original content creators might lose out on recognition and traffic. This can affect how readers interact with and value the source websites.
Strategies for Adaptation:
To stay relevant amid these shifts, website owners should:
#CreateUniqueContent : Focus on developing high-quality, original content that provides value beyond what AI can summarize.
#BuildAuthority : Establish your site as a trusted source by consistently producing reliable and informative content that resonates with your audience.
#ContentMarketing : Leverage various channels such as social media, email newsletters, and partnerships to drive traffic and engagement beyond organic search.
#GoogleAI#WebsiteTraffic#AIinSearch#ContentMarketing
Marketing and Branding Expert
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