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What Is Twitch? How Do Brands Use It?

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What Is Twitch? How Do Brands Use It?

Like many people, I discovered Twitch through my love for video games,watching YouTubers play and review some of my favorites. Most of the YouTubers I watched promoted their Twitch accounts where they would broadcast live play-throughs, and I eventually started to wonder — what is Twitch?

Ultimately, Twitch is a streaming platform, but is there more to it? In this post, we’ll explore what Twitch is and how you might use it to engage with prospects and increase brand awareness.

When you visit Twitch, you’ll see a screen very similar to the image below. The homepage is curated based on previous activity, so while this screen is covered with gaming content, streamers don’t have a limit on what they produce.

Example of a Twitch homepage.

What is Twitch Used For?

Twitch is mainly a platform for gamers to watch and perform live play-throughs and commentary. However, there are other programs such as talk shows, cooking shows, sporting events, and gaming conventions that also pop up on the site. Twitch enables fans to connect with streamers, and it allows users to watch content they’re interested in on a platform that supports long-form, live broadcasts. In fact, it’s common for streams to last for an hour or two.

The platform also has its own convention called TwitchCon — a bi-annual event celebrating the streaming industry as well as a chance for the platform’s broadcasters to connect with their fans and peers in person.

Fans can attend sessions led by their favorite streamers and buy branded merchandise from a slew of vendors and event sponsors. For example, Doritos is a proud sponsor of TwitchCon.

Though the streamers produce the content, Twitch has a dedicated fanbase that expands across the globe. To get some perspective on Twitch’s users, we’ll take an in-depth look at Twitch’s primary audience.

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Who uses Twitch?

According to research by SimilarWeb, 79.62%% of Twitch’s users are male as of May 2022, and the bulk of the platform’s audience (about 37.11%) are between the ages of 18 and 24 years old.

When SimilarWeb studied the web behavior of Twitch users, they found primary keywords this audience searched for were “video games consoles and accessories,” “games,” “software,” and “news.” From that information, we can infer that the majority of Twitch users are interested in games and the technology needed to play them.

In the same report, it was also noted that 21.41% of traffic comes from the U.S., making it the country with the most representation on the platform — with Germany, Korea, Russia, and France not too far behind.

Though the audience has a large young male presence, that demographic isn’t the entire platform’s user base.Twitch’s most popular female streamer, Pokimane, has 9.2 million followers — making her one of the platform’s top 10 most popular streamers.

Still, as marketers know, those numbers could be an essential part of your target audience.

If, by now, you are mulling over a few ideas about how you can fit Twitch into your marketing efforts, let’s talk about how brands are using Twitch, next.

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11 Ways Brands Use Twitch

Brands use Twitch to increase brand awareness, target specific audiences, produce branded streams, and leverage influencer marketing. The site is powered by visual content, so let’s explore some examples to back up these goals.

1. PepsiCo

Tactic: Sponsorship Marketing

To promote a limited time Brisk product, PepsiCo sponsored an off-season video game tournament for the game Rocket League. Company-sponsored tournaments aren’t a new phenomenon, but PepsiCo’s sponsorship allowed the beverage company more control than most other sponsorships.

Ads for Brisk ran throughout the tournament and a Brisk-themed car was released into the game for players to use. Viewers could also cheer for the live commentators to drink Brisk, and the phrase “Take the risk, drink the Brisk” formed organically among participants and became a meme for the brand.

2. EA

Tactic: Micro-Influencer Marketing

Video game company EA teamed up with streamer RoryPlays to promote The Sims 4: Cats & Dogs. The campaign was pretty straightforward — RoryPlays played the game live on Twitch and included an EA logo overlay. She also promoted the game and brand verbally on her platform.

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RoryPlays is a micro-influencer with a smaller following of about 14,000 people, but micro-influencers with a smaller following can still pose a huge advantage for brands. That’s because micro-influencers often have a closer relationship with their followers and a more dedicated fanbase. This makes promoting content to their audience much easier. Think about it — that’s 14,000 more people who are aware of the game and how it’s played.

3. The Hershey Company

Tactic: Influencer Marketing

To promote Reese’s Pieces chocolate bar, Hershey partnered with multiple influencers, like Ninja and DrLupo, who have millions of followers on Twitch. During the campaign, those influencers ran livestreams while tasting the new product.

Through the campaign, millions of people were introduced to the new candy bar via their favorite streamers enjoying the candy live.

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4. Lexus

Tactic: Content Marketing

Luxury car maker Lexus partnered with popular video game streamer Fulsie for the company’s “All In” Twitch campaign. During the campaign, 23,000 Twitch users voted on how to modify and customize the 2021 Lexus IS sedan. Twitch users wound up designing the ultimate vehicle for gamers and included a 3D-printed controller inside the car as well as gaming consoles.

5. UberEats

Tactic: Influencer Marketing

UberEats partnered with Ninja to offer subscribers a 25% off coupon. The promotion came in the form of a challenge. Every time Ninja “killed” a character in Fortnite, he would win fans 1% off their UberEats order. The catch was that there was a time limit — Ninja could only take part in the challenge from the moment he ordered his food with UberEats until the food arrived at his door.

By the time the challenge was over, Ninja won his fans 25% off their order and the offer had been used to its maximum capacity.

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6. 1,000 Dreams Fund

Tactic: Brand Awareness

The 1,000 Dreams Fund is a non-profit devoted to providing 1,000 university women with grants to help them achieve their dreams. The non-profit provides new grants every academic semester, and the people behind 1DF partnered with Twitch to bring the program to streamers.

Through the Twitch partnership, the fund provides financial assistance to female streamers currently attending college. The fund is meant to help with their school expenses. Twitch might provide financial aid for conventions like TwitchCon, conferences, new hardware, or educational programs that are devoted to creative pursuits.

During Women’s History Month, Twitch’s Facebook account ran an ad that supported the fund, bringing awareness to 1DF and what it does for women streamers.

This gave an entirely new audience an introduction to the non-profit. It also showed Twitch’s diverse user base and highlighted a cause the company supports.

7. WildEarth

Tactic: Target Specific Audiences

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WildEarth (WE) is a broadcaster that shows the day-to-day lives of animals — led by expert zoologists in Johannesburg, Australia. Recently, the site’s leaders decided to expand their broadcast to Twitch in order to broaden their audience.

The streams are short, which is unusual for Twitch, but makes sense for WildEarth. Content includes a sunrise safari led by expert Lauren, in which she focuses on animals she sees on her drive and provides information about them.

Wild Earth's Lauren streaming a safari ride on Twitch.

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WE is aimed towards younger viewers, so it’s no surprise that broadcasts have expanded to Twitch and YouTube. Some clips even have kid-friendly titles with emojis and current slang to attract these younger viewers.

8. Nissin Noodles

Tactic: Lead Generation

Streamer Pokimane plays mostly role-playing fantasy games. Recently, she partnered with Nissin Foods to produce a branded League of Legends broadcast.

The broadcast featured her making the instant noodles during a stream. To keep the content fun and engaging, Pokimane added a ‘Slurp Meter’ graphic on-screen that measures the volume of her eating her meal.

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Pokimane promoting Nissin Noodles on Twitch.

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Nissin’s branded stream has been seen by over 11,000 of Pokimane’s fans. This marketing technique cemented Nissin as a brand associated with her community, showing how their product fits into the gaming lifestyle.

9. PSD Underwear

Tactic: Influencer Marketing

Ninja is one of Twitch’s most-followed streamers with 18.3 million followers. To get those followers interested in their brand, and to celebrate TwitchCon 2018, athletic underwear brand PSD gave the streamer a bus:

PSD’s marketing campaign used TwitchCon to build brand awareness with its ‘Ninja Bus’ and corresponding Twitter post.

This partnership is a change for PSD, which usually partners with basketball, football, or wrestling athletes. A video game athlete partnership could be part of a strategy to attract audiences on a different platform. It also shows the flexibility of the product.

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10. Indeed

Tactic: Paid Advertising

In a similar practice to Facebook and YouTube, Twitch plays video ads before their streams, also known as pre-roll ads.

This Indeed ad shows a case study about how a Twitch streamer and digital artist used Indeed to connect. The streamer was looking for a designer to make her streams more engaging and found her talent on Indeed, a career search engine.

Indeed commercial on Twitch.

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The ad paints a picture of how gamers, streamers, developers, and creatives can use Indeed to find support for their work on Twitch. It shows how a streamer can leverage Twitch to find talent — and how talent can find work.

11. Wendy’s

Tactic: Lead Generation

Animal Crossing: New Horizons came out in March 2020. Marketers at Wendy’s knew Twitch would be flooded with Animal Crossing streams upon the release, so they decided to capitalize on that.

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The campaign is simple: a gameplay broadcast following the Animal Crossing adventures of the store’s mascot Wendy. There are several clips and streams on the account, and most of the titles include “Free Delivery” to remind Twitch users that they don’t have to leave the site to eat Wendy’s.

Wendy's branded stream on Twitch.

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Notice the extra steps the campaign takes for the branded stream. In the bottom left, there’s an advertisement for free delivery from Postmates and GrubHub. At the top is the title of the campaign, ‘Choppin’ Trees & Free Deliveries,’ as well as the logos of participating brands.

Should your brand leverage Twitch?

Multiple companies use Twitch to promote their brand by catering to a young audience. If your company has a similar goal, then Twitch might be a great asset to you. Twitch is especially useful if you’re looking to leverage influencer marketing. Influencers have a very loyal fanbase and can use their following to expand your audience by endorsing your brand. We saw this with Pokimane’s noodle stream as well as with the collaborations between Ninja and multiple companies.

Another benefit of leveraging Twitch is boosting leads with ads. For example, shampoo brand Head & Shoulders used Twitch to market its new men’s styling creams. This was achieved by partnering with the platform to run a contest in which Twitch users could win 100,000 Bits, which is the site’s virtual currency.

Head & Shoulders Ad on Twitch's homepage.

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The target audience for this campaign is men, so the team behind the campaign knew they would have an audience on Twitch thanks to its largely male demographic.

Alternatively, if your audience is using Twitch as part of their web behavior, you might look into investing in Twitch content. While you don’t have to create a Twitch account and start uploading numerous streams, you can go the Indeed route and use an ad that relates to Twitch’s users.

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For instance, maybe the company you work for sells computers. A great way to leverage Twitch in a product marketing campaign is by making an ad that shows a popular PC game on the platform right now, like League of Legends, and how it works with the computer you’re aiming to sell.

Twitch is an expansive platform where creatives can engage with subjects that interest them. You can leverage Twitch in multiple ways and reach an expansive audience by doing so. As a casual Twitch user, I look forward to seeing what you come up with for your Twitch campaign.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 



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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

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How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.

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Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and You.com, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge

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SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.

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Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.

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Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).

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You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.

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Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

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  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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