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6 Easy Steps to Choose the Right Ones



6 Easy Steps to Choose the Right Ones

The success of your influencer marketing campaigns is tied to whom you collaborate with. And finding the right influencer is far from easy.

To help you, we’ve mapped out six steps you can follow to find the right influencers.

But before that, let’s understand whom you’d describe as the “right” one for your brand and why it’s so important. 

Why is finding the right influencer so important? 

Simply put, the right influencer is one whose followers are: 

  • Authentic. 
  • Relevant to your brand and consistently resonate with the content produced (including sponsored posts).

While it’s easy to get carried away with an influencer’s audience size, it’s important to analyze followers further to check whether they’re a right fit for your brand or not.

Failing to collaborate with the right influencer can end up burning money and hurting your brand’s reputation. Remember, today’s influencers are considered brand ambassadors. 

How to find the right influencers

Whether you’re looking for influencers for your very first campaign or have been through the process multiple times, it’s recommended that you don’t avoid any step. Below are six easy steps you can follow to find the right influencers. 

1. Define the campaign objective and goals

The objective behind your influencer marketing campaigns and the goals you want to achieve determine which influencers and channels you should go after. Hence, it’s important to define them before starting your research.

Today, brands run influencer marketing campaigns for new product launches, promoting a sale, brand-building, and more. The goals also vary—from getting more app installs, to website visits, to impressions, to lead generation.

For example, for promoting a Christmas sale, you’ll look for Instagram influencers who promote different products on their stories, hence driving instant traffic. Remember, these goals will also help you evaluate the performance of your marketing campaign after you run it.

2. Figure out your budget

The next step is to allocate a budget for your campaign. Your budget depends on various factors, including the:

  • Type of influencer (mega, micro, macro, etc.) you’re collaborating with.
  • Number of influencers.
  • Niche.
  • Platforms you’re targeting.
  • Etc.

While there’s no one way to figure out the budget, you can calculate potential conversions from your campaign and accordingly allocate the budget. But this solely depends on your goal. Sometimes, brands run influencer marketing campaigns solely for brand awareness; for this, calculating ROI can be difficult.

In some cases, brands run influencer marketing campaigns to get a better ROI (when compared to paid advertisements). So you can keep that as a benchmark when calculating the budget too. 

Type of influencers 

The easiest way to group influencers is on the basis of their audience size. Knowing the different groups will help you plan your strategy better. Here’s the breakdown:

Five types of influencers

3. Look for influencers

A. Look for people who’ve written about your topic

A quick way to find influencers is by creating a list of people who actively produce good content in your niche. Just a few searches on Google and YouTube can help you discover popular content pieces and their authors. 

However, a simpler way of finding authors is by using Ahrefs’ Content Explorer, a searchable database of ~11 billion pages. Here are steps you can follow:

1. Open the tool and search for your topic

2. Switch the search mode from “Everywhere” to “In title” for the most relevant results and then hit “search”

Switching mode in Ahrefs' Content Explorer

3. Click the “Authors” tab to see a list of top authors and the number of content pieces they authored

Authors tab in Ahrefs' Content Explorer

You can also export the list and further filter the list to find relevant influencers according to your criterion. For example, you can filter authors who have more than 10K Twitter followers. 

B. Search through popular platforms 

If you’re looking for influencers in a particular niche, there’s no better way than to go through the platform itself and search for relevant topics and hashtags. In addition, you can also try the below tools and strategies.

Social Blade (for YouTube)

Social Blade is a platform that tracks statistics and analytics for YouTube channels. You can easily use it to find the top YouTubers in your niche and across different regions. It also helps you narrow your search by searching your topic as a tag.

The lists of channels can be further sorted by Social Blade rank (its own influencer score), subscriber count, and video views. Social Blade’s paid tier starts at $40/per year.

List of channels and corresponding data on uploads, subs, etc., in Social Blade
Followerwonk (for Twitter)

Followerwonk is a lightweight search engine for Twitter accounts. Just drop a keyword into the search bar to find profiles matching your desired follower count, tweet frequency, account age, and “Social Authority,” which is Followerwonk’s own influencer clout score.

Followerwonk’s free tier covers 50 searches daily, which should be enough for most people. For unlimited results, upgrades go for $29–$79/month.

List of Twitter users with "CMO" in their bios found by Followerwonk
Search for sponsored hashtags (for Instagram)

One quick way to find Instagram influencers is by searching for sponsored hashtags of successful sponsored campaigns in your niche. Oftentimes, brands use a unique hashtag for all posts as part of a campaign. 

trendHERO (for Instagram)

If you’re looking for a platform that helps you find, analyze, and outreach Instagram followers, then you need to try trendHERO

List of Instagram accounts with corresponding data on account followers, engagement rate, etc., in trendHERO

Apart from the above features, there’s a fake follower and competitor analysis tool. trendHERO provides a 14-day free trial with the option to analyze one Instagram account (up to 10K followers) for free. Its paid plan starts from $10/month. 

Social Blade (for TikTok)
List of TikTok accounts with corresponding data on uploads, no. of followers, etc., in Social Blade

Apart from YouTube, Social Blade also allows you to search for specific TikTok accounts and analyze their audience growth. You can look at metrics like monthly gained followers, daily follower growth, and more. 

C. Leverage tools 

Apart from the above list of tools that help you discover influencers, there are a few tools that can help you manage your influencer campaigns end to end, right from analyzing followers to outreach. 


It’s one of the best tools to find influencers in your niche. You can get started by just entering what your audience frequently talks about. For every search, it lists down popular social accounts, podcasts, and websites the audience follows.

Unlike other tools that rank influencers on the basis of followers, SparkToro provides you an estimation of the percentage of audience in a particular niche following a certain account. See what Rand Fishkin, co-founder and CEO of SparkToro, had to say about the same. 

Rand's post on LinkedIn explaining audience metrics

To further analyze, you can explore the social, websites, podcasts, and YouTube tabs on the left side. When searching for social media influencers, you can remove business accounts by setting the account type to individuals only. 

To help you further understand the engagement and relevance of the account, the tool gives a SparkScore to each influencer. 


If you’re looking for B2B influencers, you cannot go wrong with LinkedIn. It provides multiple parameters to filter your search. For example, you can filter the influencers on the basis of their industry, language, and more.

List of people found on LinkedIn

However, you may need an additional layer of filtering after exporting data from LinkedIn.


Heepsy is a platform that allows you to find, analyze, and organize Instagram, YouTube, TikTok, and Twitch influencers. It has a database of over 11 million influencers.

It’s one of the few tools in the market that can help analyze your audience and aid in outreach too. If you’re looking to scale up your influencer marketing, you should definitely explore Heepsy. 

Klear's homepage

Klear allows you to manage your influencer marketing campaigns under one roof. It not only helps you discover, analyze, and manage influencers but also communicate with and measure the impact of your influencer marketing campaigns.

4. Reverse competitor backlink research

Most influencers link back to a common URL when promoting the product/brand from their content. 

For example, Skillshare, which is a popular sponsor among YouTubers, has 3,000 backlinks to its sign-up page. Just by analyzing these backlinks, you can discover potential influencers.

You can easily accomplish this using Ahrefs’ Site Explorer. Here are the steps you can follow:

  1. Go to Site Explorer and enter the common URL on the search box with “Exact URL” selected 
  2. Click on “Backlinks” to look at all the backlinks
  3. You can choose additional filters like DR and type of backlink (nofollow or dofollow) to further narrow your search
Backlinks report results, via Ahrefs' Site Explorer

Most of the time, influencers link to the sign-up page or the homepage. You can also set up alerts on new backlinks using Ahrefs Alerts

5. Look for brand ambassadors proactively

A lot of the time, collaborating with brand ambassadors can have a larger impact than influencers. Unlike influencers who’ve never used your product/service before, brand ambassadors already understand the value of your product/service. Hence, they can go above and beyond when promoting it. 

While discovering brand ambassadors may not be hard, as they’ll eventually reach you through email or social media, we recommend finding them proactively through the following popular methods: 

1. Monitor social media for people who’ve given a shout-out to your product/service or sent you a message – To automate this process, you can leverage social media monitoring tools such as Mention.

2. Keep an eye out for reviews or mentions in the form of an article or a YouTube video – To automate the process, you can set up an alert for web mentions on Ahrefs. Just set up a new alert for mentions by adding relevant keywords and choosing how often you want to receive these updates.

Setting up a new alert in Ahrefs Alerts

3. Keep an eye on newsletter mentions in your niche – The most effective way to do this is to subscribe to all the popular newsletters. 

Generally, a good practice is to keep a record of your brand ambassadors so you can reach out to them when you plan to run a new campaign. 

6. Get recommendations from your audience 

Sometimes, finding influencers can be as easy as putting out a social media post or email to your subscribers and asking them which influencers you should partner with.

I know this sounds too good to be true, but Ahrefs did exactly that on Twitter and was overwhelmed with responses. 

Not only did it find influencers quickly, but its tweet also went viral and got hundreds of responses.

Remember, when writing the post, you need to provide enough information to your readers so that you only get relevant suggestions. For example, Ahrefs mentioned the following in the post: 

  • Budget
  • Type of influencers 
  • Channels

Also, remember to ask your readers to amplify your tweet to increase your reach. 

Vetting the influencers 

After building your influencer list, don’t start your outreach instantly. I recommend going through an extensive vetting process. This is because the last thing you want your campaigns to reach is fake followers. 

During the vetting process, you should look at metrics like: 

  • Engagement rate – This number denotes the level of engagement generated from a piece of content. You can calculate this at a post level or an account level. For example, the average engagement rate on Instagram is 0.98% (Sprout Social).
Formula for engagement rate
  • Engagement quality – This is the percentage of real/active followers among the total engaged followers. While finding this manually is difficult, multiple tools can help you find the engagement quality for a certain account. 
  • Growth rate – This shows the number of subscribers added by an influencer in a certain period of time. Social Blade, for example, shows the growth rate for an influencer both daily and monthly. 

A lot of the tools we’ve covered above can easily help you find the above metrics. However, you can also find these metrics manually by going through the profiles. Sometimes, just a glance is enough to differentiate an authentic influencer from a fake one.

Also, remember the niche also has an impact on the engagement rate and growth. Hence, compare influencers and their engagement rate/quality only within the same niche. 

Before reaching out to influencers, you should also look at the sponsorships they’ve done before and if your brand values align with theirs. If they don’t, you’re better off not collaborating with those influencers. 

In a digital world, everything you publish online is reflective of your brand. One small mistake is enough to create outrage and tarnish your brand. This holds true for whom you collaborate with too. Hence, it’s important to take enough time to analyze influencers before collaborating with them.

Final thoughts

If you want to run successful influencer marketing campaigns, you need to look beyond relevancy and follower count.

Even when you have the budget to collaborate with a mega influencer, you can get a better result by collaborating with multiple micro influencers.

Hope our guide helps you find the right influencers and that it answered a few questions you had before reading this article.

Got more questions? Ping me on Twitter.

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Google Search Leak: Conflicting Signals, Unanswered Questions




Google Search Leak: Conflicting Signals, Unanswered Questions

An apparent leak of Google Search API documentation has sparked intense debate within the SEO community, with some claiming it proves Google’s dishonesty and others urging caution in interpreting the information.

As the industry grapples with the allegations, a balanced examination of Google’s statements and the perspectives of SEO experts is crucial to understanding the whole picture.

Leaked Documents Vs. Google’s Public Statements

Over the years, Google has consistently maintained that specific ranking signals, such as click data and user engagement metrics, aren’t used directly in its search algorithms.

In public statements and interviews, Google representatives have emphasized the importance of relevance, quality, and user experience while denying the use of specific metrics like click-through rates or bounce rates as ranking-related factors.

However, the leaked API documentation appears to contradict these statements.

It contains references to features like “goodClicks,” “badClicks,” “lastLongestClicks,” impressions, and unicorn clicks, tied to systems called Navboost and Glue, which Google VP Pandu Nayak confirmed in DOJ testimony are parts of Google’s ranking systems.

The documentation also alleges that Google calculates several metrics using Chrome browser data on individual pages and entire domains, suggesting the full clickstream of Chrome users is being leveraged to influence search rankings.

This contradicts past Google statements that Chrome data isn’t used for organic searches.

The Leak’s Origins & Authenticity

Erfan Azimi, CEO of digital marketing agency EA Eagle Digital, alleges he obtained the documents and shared them with Rand Fishkin and Mike King.

Azimi claims to have spoken with ex-Google Search employees who confirmed the authenticity of the information but declined to go on record due to the situation’s sensitivity.

While the leak’s origins remain somewhat ambiguous, several ex-Googlers who reviewed the documents have stated they appear legitimate.

Fishkin states:

“A critical next step in the process was verifying the authenticity of the API Content Warehouse documents. So, I reached out to some ex-Googler friends, shared the leaked docs, and asked for their thoughts.”

Three ex-Googlers responded, with one stating, “It has all the hallmarks of an internal Google API.”

However, without direct confirmation from Google, the authenticity of the leaked information is still debatable. Google has not yet publicly commented on the leak.

It’s important to note that, according to Fishkin’s article, none of the ex-Googlers confirmed that the leaked data was from Google Search. Only that it appears to have originated from within Google.

Industry Perspectives & Analysis

Many in the SEO community have long suspected that Google’s public statements don’t tell the whole story. The leaked API documentation has only fueled these suspicions.

Fishkin and King argue that if the information is accurate, it could have significant implications for SEO strategies and website search optimization.

Key takeaways from their analysis include:

  • Navboost and the use of clicks, CTR, long vs. Short clicks, and user data from Chrome appear to be among Google’s most powerful ranking signals.
  • Google employs safelists for sensitive topics like COVID-19, elections, and travel to control what sites appear.
  • Google uses Quality Rater feedback and ratings in its ranking systems, not just as a training set.
  • Click data influences how Google weights links for ranking purposes.
  • Classic ranking factors like PageRank and anchor text are losing influence compared to more user-centric signals.
  • Building a brand and generating search demand is more critical than ever for SEO success.

However, just because something is mentioned in API documentation doesn’t mean it’s being used to rank search results.

Other industry experts urge caution when interpreting the leaked documents.

They point out that Google may use the information for testing purposes or apply it only to specific search verticals rather than use it as active ranking signals.

There are also open questions about how much weight these signals carry compared to other ranking factors. The leak doesn’t provide the full context or algorithm details.

Unanswered Questions & Future Implications

As the SEO community continues to analyze the leaked documents, many questions still need to be answered.

Without official confirmation from Google, the authenticity and context of the information are still a matter of debate.

Key open questions include:

  • How much of this documented data is actively used to rank search results?
  • What is the relative weighting and importance of these signals compared to other ranking factors?
  • How have Google’s systems and use of this data evolved?
  • Will Google change its public messaging and be more transparent about using behavioral data?

As the debate surrounding the leak continues, it’s wise to approach the information with a balanced, objective mindset.

Unquestioningly accepting the leak as gospel truth or completely dismissing it are both shortsighted reactions. The reality likely lies somewhere in between.

Potential Implications For SEO Strategies and Website Optimization

It would be highly inadvisable to act on information shared from this supposed ‘leak’ without confirming whether it’s an actual Google search document.

Further, even if the content originates from search, the information is a year old and could have changed. Any insights derived from the leaked documentation should not be considered actionable now.

With that in mind, while the full implications remain unknown, here’s what we can glean from the leaked information.

1. Emphasis On User Engagement Metrics

If click data and user engagement metrics are direct ranking factors, as the leaked documents suggest, it could place greater emphasis on optimizing for these metrics.

This means crafting compelling titles and meta descriptions to increase click-through rates, ensuring fast page loads and intuitive navigation to reduce bounces, and strategically linking to keep users engaged on your site.

Driving traffic through other channels like social media and email can also help generate positive engagement signals.

However, it’s important to note that optimizing for user engagement shouldn’t come at the expense of creating reader-focused content. Gaming engagement metrics are unlikely to be a sustainable, long-term strategy.

Google has consistently emphasized the importance of quality and relevance in its public statements, and based on the leaked information, this will likely remain a key focus. Engagement optimization should support and enhance quality content, not replace it.

2. Potential Changes To Link-Building Strategies

The leaked documents contain information about how Google treats different types of links and their impact on search rankings.

This includes details about the use of anchor text, the classification of links into different quality tiers based on traffic to the linking page, and the potential for links to be ignored or demoted based on various spam factors.

If this information is accurate, it could influence how SEO professionals approach link building and the types of links they prioritize.

Links that drive real click-throughs may carry more weight than links on rarely visited pages.

The fundamentals of good link building still apply—create link-worthy content, build genuine relationships, and seek natural, editorially placed links that drive qualified referral traffic.

The leaked information doesn’t change this core approach but offers some additional nuance to be aware of.

3. Increased Focus On Brand Building and Driving Search Demand

The leaked documents suggest that Google uses brand-related signals and offline popularity as ranking factors. This could include metrics like brand mentions, searches for the brand name, and overall brand authority.

As a result, SEO strategies may emphasize building brand awareness and authority through both online and offline channels.

Tactics could include:

  • Securing brand mentions and links from authoritative media sources.
  • Investing in traditional PR, advertising, and sponsorships to increase brand awareness.
  • Encouraging branded searches through other marketing channels.
  • Optimizing for higher search volumes for your brand vs. unbranded keywords.
  • Building engaged social media communities around your brand.
  • Establishing thought leadership through original research, data, and industry contributions.

The idea is to make your brand synonymous with your niche and build an audience that seeks you out directly. The more people search for and engage with your brand, the stronger those brand signals may become in Google’s systems.

4. Adaptation To Vertical-Specific Ranking Factors

Some leaked information suggests that Google may use different ranking factors or algorithms for specific search verticals, such as news, local search, travel, or e-commerce.

If this is the case, SEO strategies may need to adapt to each vertical’s unique ranking signals and user intents.

For example, local search optimization may focus more heavily on factors like Google My Business listings, local reviews, and location-specific content.

Travel SEO could emphasize collecting reviews, optimizing images, and directly providing booking/pricing information on your site.

News SEO requires focusing on timely, newsworthy content and optimized article structure.

While the core principles of search optimization still apply, understanding your particular vertical’s nuances, based on the leaked information and real-world testing, can give you a competitive advantage.

The leaks suggest a vertical-specific approach to SEO could give you an advantage.


The Google API documentation leak has created a vigorous discussion about Google’s ranking systems.

As the SEO community continues to analyze and debate the leaked information, it’s important to remember a few key things:

  1. The information isn’t fully verified and lacks context. Drawing definitive conclusions at this stage is premature.
  2. Google’s ranking algorithms are complex and constantly evolving. Even if entirely accurate, this leak only represents a snapshot in time.
  3. The fundamentals of good SEO – creating high-quality, relevant, user-centric content and promoting it effectively – still apply regardless of the specific ranking factors at play.
  4. Real-world testing and results should always precede theorizing based on incomplete information.

What To Do Next

As an SEO professional, the best course of action is to stay informed about the leak.

Because details about the document remain unknown, it’s not a good idea to consider any takeaways actionable.

Most importantly, remember that chasing algorithms is a losing battle.

The only winning strategy in SEO is to make your website the best result for your message and audience. That’s Google’s endgame, and that’s where your focus should be, regardless of what any particular leaked document suggests.

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Google’s AI Overviews Shake Up Ecommerce Search Visibility




Google's AI Overviews Shake Up Ecommerce Search Visibility

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.


What are the key findings from the analysis of AI overviews & ecommerce queries?

Góralewicz’s analysis of 25,000 ecommerce queries found:

  • 16% of ecommerce queries now return an AI overview in the search results.
  • 80% of the sources listed in these AI overviews do not rank organically for the original query.
  • Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.

These insights reveal significant shifts in how ecommerce sites need to approach search visibility.

Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?

Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This shift focuses on showcasing directly what users seek instead of traditional organic results.

For retailers, this means:

  • A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
  • Opportunities to gain visibility without necessarily holding top organic rankings.
  • Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.

Retailers must adapt quickly to remain competitive in this evolving search environment.

What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?

Retailers can take several practical steps to evaluate and improve their search visibility:

  • Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
  • Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
  • Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.

These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.

Featured Image: Marco Lazzarini/Shutterstock

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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny




Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.

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