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13 Content Marketing Ideas for Small Businesses

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13 Content Marketing Ideas for Small Businesses

Content marketing is hot today.

Look at the meteoric rise in interest over the past 20 years, according to Google Trends:

1-google-trends

Many small businesses have successfully grown using content marketing. Beardbrand, Luxy Hair, Lodge Cast Iron—the examples are endless. 

If you’re a small-business owner, you’re probably wondering if you should be using content marketing for your business too. 

In this post, I’ll run through some reasons why you should do content marketing, plus 13 ideas you can apply to your small business. 

Why should you do content marketing for your small business?

Here are three reasons why you should consider content marketing for your business.

1. Get more traffic

No matter what you sell, there are only so many people who are willing and able to buy at any given moment. 

So if you’re only targeting people who are directly searching for your product, your traffic will be limited. 

Take, for example, our own toolset. We have five main tools:

2-ahrefs-tools

Altogether, these pages account for ~10,000 monthly visits, which is only around 1% of our total search traffic.

3-ahrefs-tools-traffic

If we had simply relied on those five pages, our business wouldn’t have grown. 

Instead, we’ve created hundreds of pieces of content that now rank on Google for more than 140,000 keywords and generate more than 930,000 search visits per month. 

4-ahrefs-organic-traffic

This is how we’ve grown our company to eight figures in annual recurring revenue (ARR).

2. Improve brand awareness

As we’ve established, most people don’t look for products and services directly. Instead, they look for solutions to problems or answers to questions. 

So, when you create content around these problems or questions, you can use this opportunity to introduce your brand to your potential customers. A prospect knowing your brand means you’re at least one step closer to turning them into customers.

Here’s an example. Billy Blogger started a blog and is frustrated at how his blog traffic isn’t increasing. So he searches for “how to increase my blog traffic” on Google and discovers our article.

From there, he learns that one method to get more traffic is to write about topics with search traffic potential. He also discovers that he can use our free tools to do that. 

With just one article, we’ve turned Billy Blogger from someone who didn’t know we existed to someone who now knows our brand. Repeat that at scale, and you can see how content marketing works to improve brand awareness. 

3. Reduce your marketing costs

Content marketing can be cheaper over the long term. 

Take again, for example, the Ahrefs blog, which receives around 260,000 search visits per month. If we had to acquire all of that traffic from Google Ads, we would have to pay an estimated $355,000 per month or $4.2 million per year. 

5-ahrefs-blog-traffic

Considering that our content marketing team isn’t paid $4 million in annual salaries, we can say that content marketing is cheaper over the long term. 

Recommended reading:Why Is Content Marketing Important? 5 Reasons

13 content marketing ideas for small businesses

Convinced that you should be doing content marketing? Here are some ideas you can consider implementing.

1. Answer questions people are searching for

We’ve established this earlier: Potential customers don’t search for your products directly, but for questions they want answered. 

So your goal is to figure out what these questions are and create content that matches them. 

How do you find these questions?

The easiest way is to enter a relevant keyword into our free keyword generator tool and switch the tab to Questions.

6-keyword-ideas

If you’d like to see more questions, then you can use a professional keyword tool like Ahrefs’ Keywords Explorer.

  1. Enter a relevant keyword into Keywords Explorer
  2. Go to the Matching terms report
  3. Switch the tab to Questions
7-questions

As you can see, there are over 260,000 potential questions you can create content for. If you want to narrow the list further, set the Keyword Difficulty (KD) filter to a maximum of 10. 

8-low-kd-questions

Eyeball the report and pick out those most relevant to your business. 

2. Create a statistics page

Journalists and bloggers are always looking for data to back up their claims. This is why businesses and websites publish data studies and original research—their goal is to get mentions and links from these authoritative websites. 

But as a small business, it can be difficult for you to publish original research. There is one way around it, and that is to curate data. 

That’s what we did when we published our post on SEO statistics. To date, it has accumulated a total of 2,700 backlinks from 1,300 unique websites:

9-seo-statistics-stats

It also ranks #1 for the keyword “SEO statistics”:

10-seo-statistics-serps

Learn how we created this page and built links to it in this video series:

https://www.youtube.com/watch?v=eTF6OBwidhc&list=PLvJ_dXFSpd2u_ABxIRO6RVK3ucKyzn96Y&ab_channel=Ahrefs

3. Write for other sites in your industry

There are important topics or questions you want to rank high on Google for. But some of these can be very competitive. As a small business, it can be difficult for you to compete, especially when it seems like other sites have endless budgets. 

But there’s one way around it: take advantage of these sites’ authority to rank. 

How? Most big sites are constantly looking for great content to publish. So use that opportunity to create a guest post for them and rank that page for the keyword you’re targeting. 

Here’s an example. A few years back, I wrote a guest post for SmartBlogger. Even though it’s been some time, that post still ranks #5 for the keyword “niche website” and generates around 250 monthly search visits:

11-niche-website-traffic

Since that post promotes our tools, we’re basically introducing our brand to more new people. 

12-smart-blogger-guest-post

Here’s how to find sites that you can potentially “guest post” for:

  1. Go to Ahrefs’ Content Explorer
  2. Search for your topic

For example, if we search for “keto diet,” you’ll see around 3 million pages you can target. 

13-keto-diet-content-explorer

But that’s too many pages to look through, so let’s set a few more filters to narrow down the results:

  • Website traffic: 500+
  • Words: 500+
  • Language: English
  • One page per domain – Checked
  • Exclude homepages – Checked
  • Exclude subdomains – Checked
  • Live & Broken – Only live
  • Filter explicit results – On
14-content-explorer

This reduces the number of pages to ~21,000. Since you’re looking for authoritative sites to “piggyback” on, you can also set a Domain Rating (DR) filter for sites with a DR of >60.

15-content-exploerr-results

Evidently, 4,000 pages is a much more manageable list. Go through the list and pick out those sites that are likely to accept your guest post pitch.

Then find the website owner’s or editor’s email, reach out, and pitch your topics to them. (Remember, it should be those you want to rank for!)

Recommended reading: Guest Blogging for SEO: How to Build High-Quality Links at Scale

4. Rewrite or update outdated content on other websites

Riffing on the same idea: What if, instead of pitching an entirely new guest post, you pitch to rewrite or update an older piece of content on other websites? 

Not only can you rewrite the article to naturally include your product (with permission from the editors, of course), you can “piggyback” on these sites to rank for the keywords you want. 

Our chief marketing officer, Tim Soulo, suggested this some time back:

Here’s how you can find authoritative sites that have outdated content you can offer to update:

  1. Go to Ahrefs’ Content Explorer
  2. Search for a relevant topic
  3. Check Exclude homepages
  4. Check Exclude subdomains
  5. Toggle Filter explicit results
  6. Set the Language filter to English (or the language you write in)
  7. Set the Published filter to an outdated period (e.g., 2010 — 2015)
  8. Set the DR filter to something high, like 50
16-content-explorer

Look through the list and see if there are any articles you can offer to rewrite. Find the website owner’s or editor’s email, reach out, and pitch to them.

5. Update your content

As you’re updating or rewriting content for other websites, don’t forget to do that for your own too. 

Some of your content may not rank the first time, and that’s perfectly fine. Simply rewrite and try again. 

The easiest way to figure out which of your content needs rewriting is to use our free WordPress SEO plugin.

Then follow the guide below to learn the best way to republish your content.

Recommended reading: Republishing Content: How to Update Old Blog Posts for SEO

6. Partner with influencers to create content around your brand

Check out this video: 

https://www.youtube.com/watch?v=bSaZRXaLxBE&ab_channel=Wah%21Banana

It may look like a comedy sketch, but it’s actually a clever skit designed to promote a video projector. 

Content marketing doesn’t always mean creating your own content. You can also partner with others, such as influencers, to create content for your brand too. 

From YouTube to Instagram, TikTok to Twitter, there are many ways you can partner up with influencers to create content. For example, a restaurant that invites influencers for a tasting session can get itself featured in a review.

17-sponsored-post

If mega influencers are out of your reach, don’t worry. You can always work with nano or micro influencers to reach more people at lower costs. 

Recommended reading: Influencer Marketing: Definition, Examples, and Tactics

7. Promote your content

You can’t create content and expect people to magically find them. It doesn’t work that way. Instead, you have to put it in front of your target audience. You have to promote it. 

Here’s what we do every time we publish a new piece of content: 

  1. Share it on all our social channels (Facebook, Twitter, LinkedIn)
  2. Include it in our weekly Ahrefs’ Digest newsletter
  3. Get each individual author to share and/or create a Twitter thread about it 
  4. Run ads (Facebook, Quora, etc)

You’ll have to do at least this much to get your content out there—or if you’re a small site, even more. I recommend following this checklist, which includes content promotion tactics to help you get the word out:

https://www.youtube.com/watch?v=PoVYweKH4ck&feature=emb_title&ab_channel=Ahrefs

8. Create a comparison page

Like it or not, your customers will compare. After all, they’ll always want the biggest bang for their buck. 

So what you can do is to create a “versus” page where you compare the pros and cons between your business and a competitor’s.

How do you know who your customers are comparing you with? Here’s how to find out:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter your brand name
  3. Go to the Matching terms report
  4. Under the Terms menu, choose “vs” (or some other term that signifies comparison)
18-vs-keywords

For example, if we’re ConvertKit, we can see that people are comparing us with other email marketing services like MailChimp, Flodesk, ActiveCampaign, and more. 

From here, you can choose to create one page each for every comparison. That means you’ll have a page for “convertkit vs mailchimp,” another for “flodesk vs convertkit,” and so on. 

While that’s the most common way to do it, it’s not the only way. At Ahrefs, we decided to go counter-intuitive and create one page for all our comparisons.

19-ahrefs-vs-page

So far, it’s been working for us, and we’re ranking for most of the comparison-related queries:

20-vs-page-keywords

One page or many—the choice is up to you. 

9. Interview industry experts

No matter how familiar you are with your industry, it’s almost impossible to know and understand every inch of your niche. 

Here’s an example: We wanted to tackle the topic “Google penalties” on our blog. But we are fortunate enough to have never encountered a Google manual action. So even though we have SEO experts on our team, that makes us “unqualified” to talk about the topic. 

So we reached out and interviewed experts: 

21-google-penalties-experts

We have done this a number of times—for our posts on SEO consultants, SEO job descriptions, and more. You should do the same too.

Not only does this help you cover topics that you may not know much about, but you’ll also be in a better position to improve your website’s expertise, authoritativeness, and trustworthiness (E‑A-T)—which are important for ranking higher on Google. 

Recommended reading: What Is EAT? Why It’s Important for SEO

10. Target seasonal events

Events like Valentine’s Day, Black Friday, Singles’ Day, and Christmas are when people are more than happy to splurge. Creating content around these events can generate awareness for your business—and potentially capture these trigger-happy customers who will spend on your products. 

Here’s how to find seasonal topics to create content around:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a few relevant keywords
  3. Go to the Matching terms report
  4. In the Include box, enter a few holiday keywords (e.g., Black Friday, Father’s Day) and choose Any word.
22-seasonal-keywords

From here, eyeball the list for relevant topics you can target, then create content that ranks for them.

Recommended viewing: Holiday SEO Tips to Maximize Organic Traffic

11. See what people are discussing on Reddit

Known as the “front page of the internet,” Reddit is a huge community with 430 million users. The beauty of Reddit is that it is neatly split into multiple sub-communities—known as subreddits—that span a variety of interests. 

That means that a community about your niche is likely on Reddit. If you can find out what people in your community are discussing, you can create content around those topics too. 

For example, let’s assume you run a site about the keto diet. If you browse through the subreddit r/keto, you’ll find a couple of cool topics you can write about. 

23-reddit-keto
24-reddit-keto

Here’s something even better: take these topics and enter them into Ahrefs’ Keywords Explorer to see if they have search traffic potential. 

25-vegetarian-keto-recipes-traffic-potential

Then create content that ranks for them. 

12. Create a glossary

If your industry has a lot of specific and difficult terminologies, you can consider creating a glossary that defines and demystifies them. 

For example, the SEO industry has a lot of terms that people outside the industry may not fully grasp. That’s why we recently published a glossary of SEO terms that people should know. 

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Since we published that post, its traffic has been gradually increasing:

27-seo-glossary-traffic

Ideally, your glossary should internally link to your own posts about those topics—just like what Wikipedia does. So if you don’t have those posts, it’s time to start creating. 

As you can see, the best part about creating a glossary is that it basically lists out all the topics you need to cover. With a glossary, your content calendar is practically set for the next year and beyond. 

13. Use Google Trends to find “out of the box” keyword ideas

Google Trends is a great way to discover topics that are trending in your industry. You can cover these topics before other sites do. To do that, simply search for a relevant keyword and scroll to the Related queries section.

For example, if we own a gym, we can search for “weight loss”:

28-google-trends

Scrolling through the list gives us a couple of good ideas we can target, such as “mike pompeo weight loss” and “alec baldwin weight loss.” 

We can take the idea further. If you notice, most of the trending terms are related to X celebrity/famous person. 

Extrapolating this further, we can assume that beyond the current group of famous people seen on Google Trends, searchers are also looking for other famous people’s weight loss regimes. 

So here’s what we’ll do:

  1. Go to Ahrefs’ Keywords Explorer
  2. Search for the same term (e.g., “weight loss”)
  3. Set a Word count filter to four words (the length of a person’s name in the Western world + weight loss. If you’re targeting other countries, such as South Korea, you may want to extend it to five words).
29-keywords-explorer

Lo and behold. You’ll see around 150,000 keywords, most of them about a particular celebrity’s weight loss regime. They’re not of crazy difficulty either. These are all great topics to target. 

Final thoughts

The ideas above are a great way to kickstart your content marketing. But if you want to execute content marketing successfully as a marketing channel, you’ll need to have a strategy. 

So before you execute any of the above tactics, I recommend following the guide here to create your own content strategy. 

Any questions or comments? Let me know on Twitter.




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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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Headings With Hierarchical Structure An “Awesome Idea”

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Headings With Hierarchical Structure An "Awesome Idea"

Google’s John Mueller discussed heading elements with a member of the SEO community where he affirmed the usefulness of using hierarchical structure when using heading elements.

Background Context to What Mueller Said

Heading elements <H1> – <H6> are supposed to be used to indicate what a section of a webpage is about.

Furthermore the heading elements have a ranking order, with the <H1> being the highest rank of importance and the <H6> being the lowest level of importance.

The heading element purpose is to label what a section of content is about.

HTML specifications allow the use of multiple <H1> elements. So, technically, using more than one <H1> is perfectly valid.

Section 4.3.11 of the official HTML specifications states:

“h1–h6 elements have a heading level, which is given by the number in the element’s name.

If a document has one or more headings, at least a single heading within the outline should have a heading level of 1.”

Nevertheless, using more than on <H1> is not considered a best practice.

The Mozilla developer reference page about the use of headings recommends:

“The <h1> to <h6> HTML elements represent six levels of section headings. <h1> is the highest section level and <h6> is the lowest.

…Avoid using multiple <h1> elements on one page

While using multiple <h1> elements on one page is allowed by the HTML standard (as long as they are not nested), this is not considered a best practice. A page should generally have a single <h1> element that describes the content of the page (similar to the document’s <title> element).”

John Mueller has previously said that it doesn’t matter if a webpage uses one <H1> or five <H1> headings.

The point of his statement is that the level of the heading isn’t as important as how they are used, with the best practice being the use of  headings for indicating what a section of content is about.

What Mueller Said on Twitter

A member of the SEO community was joking around and gently ribbed Mueller about using more than one H1.

He tweeted:

The SEO followed up by sharing how he preferred using the best practices for heading elements by using only one <H1>, to denote what the page is about and then using the rest of the headings in order of rank, give a webpage a hierarchical structure.

A Hierarchical structure communicates sections of a webpage and any subsections within each section.

He tweeted:

“I’m too traditional with header elements. (HTML 4 for Life! lol)

I’d still recommend using just one H1 element on a page.

I patiently go back to pages to implement header hierarchy for fun.”

John Mueller tweeted his approval in response:

“I think that’s an awesome idea & a great practice.

Header hierarchy is not just useful to Google, it’s also important for accessibility.

(Google still has to deal with whatever weird things people throw up on the web, but being thoughtful in your work always makes sense.)”

Hierarchical Page Structure

In the early days of SEO, <H1> used to be counted as an important ranking factor, one that was more important than an <H2>.

So, back then, one always put their most important keywords in the <H1> in order to signal to Google that the page was relevant for that keyword.

H1 used to have more ranking power so it was essential to use the <H1> to help rankings.

Google’s algorithm was using keywords as a way to “guess” what a webpage was about.

Keywords in the anchor text, keywords in the title tag and keywords in the <H1> helped Google guess what a page was relevant for.

But nowadays, Google doesn’t have to guess.

It is able to understand what sections of a webpage are about, and consequently, what the entire webpage is about.

Despite those advances, many SEOs still believe that using an <H1> is some kind of magic ranking factor.

Headings are no longer about shouting what keyword you want to rank for.

The role of heading elements are now about telling search engines what a section of content is about.

Each section of a content is generally about something specific.

Heading tags make it easier for search engines to know what a page is about.

And that helps them rank the page for the topic.

And according to the official HTML specifications, that’s technically the proper way to use heading elements.

Lastly, Mueller mentioned a quality of the heading element as a way to better communicate for accessibility reasons, like for people who use screen readers.

The official HTML specifications say:

“Descriptive headings are especially helpful for users who have disabilities that make reading slow and for people with limited short-term memory.

These people benefit when section titles make it possible to predict what each section contains.”

So thank you John Mueller for calling attention to the benefits of using headings with a hierarchical structure, for calling attention to how hierarchical structure is useful for Google and for accessibility.

Featured image by Shutterstock/Asier Romero



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The Challenges & Opportunities For Marketers

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The Challenges & Opportunities For Marketers

Google’s parent company, Alphabet Inc., reported its fourth straight quarter of declining profits.

It made $76 billion in sales over the past three months, but it wasn’t enough to meet Wall Street’s expectations.

Google’s revenue was down 9% compared to last year, and its biggest business, Google Search, saw a 1% drop in revenue. Even YouTube’s advertising sales fell by nearly 8%.

Alphabet has decided to cut its workforce by 12,000 and expects to spend between $1.9 billion and $2.3 billion on employee severance costs.

This latest earnings report shows tech giants like Google are facing challenges in the current digital advertising landscape.

But Google’s CEO, Sundar Pichai, believes that the company’s long-term investments in AI will be a key factor in its future success.

In a press release, Pichai says he expects major AI advancements to be soon revealed in Google search and other areas:

“Our long-term investments in deep computer science make us extremely well-positioned as AI reaches an inflection point, and I’m excited by the AI-driven leaps we’re about to unveil in Search and beyond. There’s also great momentum in Cloud, YouTube subscriptions, and our Pixel devices. We’re on an important journey to re-engineer our cost structure in a durable way and to build financially sustainable, vibrant, growing businesses across Alphabet.”

Alphabet’s CFO, Ruth Porat, reported that their Q4 consolidated revenues were $76 billion, a 1% increase from the previous year. The full year 2022 saw revenues of $283 billion, a 10% increase.

Going forward, Alphabet is changing how it reports on its AI activities.

DeepMind, which used to be reported under “Other Bets,” will now be reported as part of Alphabet’s corporate costs to reflect its increasing integration with Google Services and Google Cloud.

What Does This Mean For Marketing Professionals?

It’s important to stay updated on the latest developments in the tech industry and how they may affect advertising strategies.

Google’s declining profits and decreased revenue in their search and YouTube platforms are reminders that the digital advertising landscape is constantly evolving, and companies must adapt to keep up.

Marketers should consider diversifying their advertising efforts across multiple platforms to minimize the impact of market swings.

Additionally, Google’s focus on AI and its integration with Google Services and Cloud is something to keep an eye on.

As AI advances, it may offer new opportunities for marketers to target and engage with their audience effectively.

By staying informed on the latest tech advancements, marketers can stay ahead of the curve and make the most of these opportunities.

Despite Google’s recent financial setbacks, the tech giant is still a major player in the digital advertising landscape, and its investments in AI show its commitment to continued growth and innovation.


Featured Image: Sergio Photone/Shutterstock

Source: Alphabet



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