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Google Encourages to Differentiate Your Site

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A publisher tweeted a question to Google’s John Mueller about commodity content. John Mueller’s response gave the general direction of what to do when your site content is the same as the content on competitor sites. But his advice is applicable to any site that wants to be better than their competition.

Here is the question:

“Hi,
@JohnMu

I have a govt job site where content is almost similar to all other sites (Job Details, Notification etc).

How Google looks such kind of sites?”

What is Commodity Content?

Commodity content is content that is used across a wide range of sites. For example, content that is pulled by a feed by an affiliate can be seen as commodity content. In the example above, it’s government jobs that are available.

There are many solutions for pulling a feed and automatically displaying the information on a website. It can help a publisher scale their publishing while also automating it.

The downside is that these solutions are available to other publishers as well.

How to Publish Commodity Content and Rank

Google’s John Mueller answered,

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“It doesn’t matter what kind of site, ultimately you need to find a way to differentiate yourself, especially when it comes to “commodity content”.

What would make your site the objective best result by far for your preferred queries? Just being the same as others doesn’t cut it.”

What Differentiates Websites?

What makes one site different from another? Creating a comparison report is something every publisher should do before committing a single line of code.

It doesn’t have to be anything fancy, either. It could be a simple list of positive and negative qualities expressed by competitors.

Examples of Questions to Help with Differentiation:

  • What do competitors do right?
  • What do competitors do poorly?
  • What is missing from competitor sites?
  • What kinds of visitors are competitors targeting?
  • Do the competitors have authority?
  • What makes the competitors authoritative?

What is Website Differentiation?

Although differentiation is defined as being different, differentiation isn’t just about being different. Adding features, images and so on are superficial ways to differentiate a site.

For example, just because the popular kids are wearing specific kinds of clothing, wearing those clothes won’t make a kid popular.

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In my opinion, if a publisher wants to truly differentiate themselves, what really helps is to focus on what will make the site more popular.

Google tends to rank sites that users want to see. Why do people prefer some sites over others?

  • One answer is because popular pages tend to answer questions faster or solve problems in an efficient manner.
  • Another answer is convenience.
  • Another answer is because the site reflects the site visitor. In some way the site might communicate the goals and aspirations of the site visitor.

All of the above circles back to knowing your site visitor.

Understanding People Makes a Site Different

Differentiating your site is, in my opinion, about understanding the people who are making those search queries and addressing all of the underlying aspirations and goals inherent in the question they are asking.

  • The person shopping for shoes is shopping for more than just something to wear on their feet.
  • The person looking for a government job aspires to something greater than employment.

Google is ranking web pages based on more than keywords and links. It is increasingly ranking sites because they solve a particular question or problem in a way that pleases the user. All of that neural matching, rank brain and natural language processing is about understanding users and what they want.

Anything that communicates what users expect to see should help move rankings in the right direction. Anything that stands in the way will move the rankings down.

The truth underlying Google’s Search Quality Raters Guidelines is that Google is circling around  the user, not the keywords.

Remember how it’s superficial who think that wearing cool-kid clothes makes a kid cool? All of the hand waving about E-A-T and tying that to author biographies is superficial and misses the point.

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This is what is at the top of the Search Quality Raters Guidelines:

“0.1 The Purpose of Search Quality Rating
Good search engines give results that are helpful for users in their specific language and locale.

0.2 Raters Must Represent the User”

This is not some vague Kumbaya “make awesome content” advice. I’m being straightforward and pragmatic: Users are the new ranking factors. Strategizing around them will help you find solutions related to differentiating your site that truly set you apart.

So when you make your list about the things competitors are doing right, do it from the point of view of what they are doing right for users. Then make a list of all the things the competitors are doing wrong for users.

What you discover may be important to your SEO checklist of things to do.

More Resources

Searchenginejournal.com

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AI

Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate

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A Comparative Analysis of AI Chatbots and Google Translate

According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.

In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.

However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.

The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.

In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.

For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.

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The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.

In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.

Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.


Source: https://www.pcmag.com/articles/google-translate-vs-chatgpt-which-is-the-best-language-translator

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Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

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Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

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Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

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Google’s Next-Gen AI Chatbot, Gemini, Faces Delays: What to Expect When It Finally Launches

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Google AI Chatbot Gemini

In an unexpected turn of events, Google has chosen to postpone the much-anticipated debut of its revolutionary generative AI model, Gemini. Initially poised to make waves this week, the unveiling has now been rescheduled for early next year, specifically in January.

Gemini is set to redefine the landscape of conversational AI, representing Google’s most potent endeavor in this domain to date. Positioned as a multimodal AI chatbot, Gemini boasts the capability to process diverse data types. This includes a unique proficiency in comprehending and generating text, images, and various content formats, even going so far as to create an entire website based on a combination of sketches and written descriptions.

Originally, Google had planned an elaborate series of launch events spanning California, New York, and Washington. Regrettably, these events have been canceled due to concerns about Gemini’s responsiveness to non-English prompts. According to anonymous sources cited by The Information, Google’s Chief Executive, Sundar Pichai, personally decided to postpone the launch, acknowledging the importance of global support as a key feature of Gemini’s capabilities.

Gemini is expected to surpass the renowned ChatGPT, powered by OpenAI’s GPT-4 model, and preliminary private tests have shown promising results. Fueled by significantly enhanced computing power, Gemini has outperformed GPT-4, particularly in FLOPS (Floating Point Operations Per Second), owing to its access to a multitude of high-end AI accelerators through the Google Cloud platform.

SemiAnalysis, a research firm affiliated with Substack Inc., expressed in an August blog post that Gemini appears poised to “blow OpenAI’s model out of the water.” The extensive compute power at Google’s disposal has evidently contributed to Gemini’s superior performance.

Google’s Vice President and Manager of Bard and Google Assistant, Sissie Hsiao, offered insights into Gemini’s capabilities, citing examples like generating novel images in response to specific requests, such as illustrating the steps to ice a three-layer cake.

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While Google’s current generative AI offering, Bard, has showcased noteworthy accomplishments, it has struggled to achieve the same level of consumer awareness as ChatGPT. Gemini, with its unparalleled capabilities, is expected to be a game-changer, demonstrating impressive multimodal functionalities never seen before.

During the initial announcement at Google’s I/O developer conference in May, the company emphasized Gemini’s multimodal prowess and its developer-friendly nature. An application programming interface (API) is under development, allowing developers to seamlessly integrate Gemini into third-party applications.

As the world awaits the delayed unveiling of Gemini, the stakes are high, with Google aiming to revolutionize the AI landscape and solidify its position as a leader in generative artificial intelligence. The postponed launch only adds to the anticipation surrounding Gemini’s eventual debut in the coming year.

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