| GM nerds 😤
Feels like forever ago, but earlier this week there was nothing especially interesting to report AI-wise and Google was looking suspiciously stable. Well, life comes at you fast and games change in an instant. Guess you’re lucky to have me 🤷♂️
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⚠️ Announcement: We're Officially on Vettted ⚠️
Our sponsor today is Vettted, an SEO-specific marketplace. Think Fiverr, but only vetted SEOs. I was a bit skeptical, but as soon as I signed up, I got over $700 in sales (wtf?). Here's my listing, if you have a service, I suggest you hop on, zero competition now.
Now for the good part, you can use coupon code INDEXSY to get 15% off SITE WIDE (first 100 people). PS: They have an interesting Wikipedia creation service.
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| Here’s what’s new, and what’s good, from around the world of digital marketing:
→ AI Insight: Navigating the ChatGPT-4 Takes 🤖🗣️
→ Google’s Core Update, AI-Integration re: Docs & More 📊
→ Hot Tip: Thinking Beyond Follower Count 📈
→ Ahrefs Expertise: Choosing the Right Keywords 🔎
→ Another Social Media Round-up 🐮
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AI Insight: ChatGPT-4 Arrives🤖
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Well, ChatGPT-4 is officially on the scene and I’m sure your timelines are all full of threads on everything from how this tech is going to Make You Rich / Steal Your Job / Totally Blow Over.
The range of takes reminds me a lot of, you know… all of ChatGPT’s prior versions. What’s definitely true? No doubt you should be using this tool intelligently, but try to keep some perspective and approach the tech with reasonable expectations. If you haven’t seen the endless stream of Twitter threads on what ChatGPT is (and isn’t) capable of, here’s a glimpse of what’s been dominating the internet the last few days:
→ Sam Altman, OpenAI mastermind, introduced -4 with a thread worth reading
→ This is a good overview of
what exactly makes GPT-4 its own beast. Not only does this piece explain that -4 is: immediately available to ChatGPT Plus users, multimodal, complete with an API, able to process way more data, and better at human-like tasks and tests— the article also describes exactly what these things mean… and why they matter
→ this clip of GPT-4 turning a napkin drawing into a web app is legit insane
→ this YouTube vid of GPT-4 writing a niche blog post shows that a big step has been taken from -3.5, giving a glimpse into its utility
→ this AdAge piece titled WHY CHATGPT CAN’T SAVE MARKETING—OR MARKETERS- might be unnecessarily cold, but offers some reasonable words of caution… basically warning you to "Beware of Shiny Objects"
→ The new Bing? Running on -4 already
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→ Generative AI will be integrated directly into Gmail and Google Docs, as well as Slides, Sheets, Chat, and Meet
- For Docs, the first big move is
that AI will be able to create outlines for new docs to get the ball rolling on new projects through an AI "First Draft" function. Soon, functions that "brainstorm, proofread, write, and rewrite" will also be added. Wild stuff.
- re: Gmail, the usual Smart Reply & Smart Compose will be supplemented with options to expand brief emails, shorten longer passages, and change the tone of your email to make it sound more
formal.
- Slides will see options for auto-generated image, audio, and video creation; Sheets = automated formula generation and contextual categorization; Meet will ft. generative backgrounds; Chat → new workflows and process options
*exhales*
→ Anyway, this video summarizes most of that and more... Worth a watch.
→ Also worth noting: Google published its Generative AI Prohibited Use Policy in conjunction with announcing these new integrations
→ Google’s also giving developers access to one of its most advanced AI language models: PaLM; this is a strategic move that should keep competition with Chat-GPT
healthy
→ Oh yeah, and Google’s rolling out a new core update for the first time in about 6 months…
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If you’re mad about it, you can blame @Marie_Haynes (not really tho) 👀
No doubt about it: you can count on me to keep you posted with the details as they start to show themselves, but it can take ages for the effects of indexing and reassessing to show.
In the meantime, keep a closer-than-usual eye on search traffic and keyword rankings, make sure not to skimp on content quality, and make sure your site speed, mobile-friendliness, indexing, etc. are optimized… No better time to clean up the details than a rollout.
→ Finally, John Mueller gave some tips re: hreflang & International / multi-language SEO
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🔌 Speaking of Google..
Interested in working with working with us on SEO? Schedule a call and see what we've done for brands like Thrasio, Sotheby's, Medtronic, and hundreds of others!
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Thinking Beyond Follower Count 📈
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I thought this was a really good article by @arvidkahl on developing your social media presence— maybe specifically if you’re just starting out, but also for marketers that have already been around the block, have a decent follower count, but can’t stop thinking bigger. Spoiler Alert: no matter how high your climb, the thirst for more followers is insatiable. Arvid’s piece gives some good guidance on How to Build a Quality Audience on Social Media, and why that matters more than typical goals we sometimes set for quantity.
Here are three takeaways from the piece:
1. Follower count is just a metric. Other metrics (like engagement rate, click-through rate, etc.) are worth your attention, too. But ultimately, "when a measure becomes a target, it ceases to be a good measure." Track relevant metrics, but don’t let any monopolize your focus.
2. Zero in on your niche. You can’t please everyone, especially not at first. Focus on delivering quality content that carries real value to the specific audience you’re aiming for.
3. Quality > Quantity. Posting regularly matters, but good content is always better than lots of content.
Be patient, keep chipping away and focusing on your craft, and be aware of The Pitfalls of Focusing on Follower Count. Worth
considering.
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| Ahrefs Expertise: Deciding on Keywords
🔎
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As usual, the real ones at Ahrefs keep dropping real knowledge. This time, they’re here to remind us that digital marketing success is going to depend on knowing how to be selective of keywords. Search
volume matters, obviously, but so do other factors— how do you determine whether the keyword really makes sense for your business? Can you realistically rank for it?
The whole piece is worth a read, but here are some key takeaways:
→ check search volume to make sure interest isn’t waning
→ create content that searchers are looking for
→ take a look at the top-ranking page and its traffic potential— use it as a proxy for traffic potential, rather than just factoring in search volumes
→ because Google will personalize search results in unexpected ways, use an incognito tab to analyze first-page results→ how to evaluate the value of a keyword? a scoring system like "Business Potential" or mapping it to the buyer’s journey
The article asks:
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And provides a solid guide on how to answer. Love it.
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Don’t forget to check this week’s podcast, which is doing numbers already. Listeners realize a real one, and Dennis is definitely that. He gave some
killer insight into the Shopify scene and the various growth hacks he uses for each of his separate projects. Good convo.
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| Email Fun Facts
Open rate of previous email: 38.26%
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# of subscribers as of now: 11,515
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| Jacky Chou
Founder of Indexsy
hello@indexsy.com
Let's Connect on Twitter👇
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