Marketing Letter - 🤖 Perplexity Steps Up its Search Game

GM dorks,

Welcome back to the newsletter that’s got the DL on Meta’s new cookie policy:

(s/o @RyanEls4 re: this week’s meme)

Here’s what’s good this week:

→ Perplexity Steps Up its Game 🤖

→ 5 Common Facebook Marketing Ls 🚨

→ One Year In: Is Threads Worth Caring About? 🤔

→ New Reports re: Zero-Click Search & AI Overviews 📊

→ more, obviously 💬

But first…

​This Week's Video 🗣️🎙️​

In this video, I share my knowledge on how to resell Online Reputation Management (ORM) services. I delve into the details of how to find potential clients, how to sell the service, and how to upsell additional services to maximize your profits. So if you are interested in learning how to make a substantial income through reselling ORM services, then tune in.

​YouTube​​

What’s Going Down @ Google 📊

→ A new Zero-Click Search Study has some interesting findings re: searches per searcher over time, clicks per search over time, the impact of May's AI Overviews on searches & clicks, and more. Here are a few data gems:

- nearly 30% of all clicks go to platforms Google owns
- just 74 clicks out of every 1000 go to the Open Web
- "Zero-click searches in Europe are slightly higher than in the United States, but clicks to the open web are also a bit higher"

There’s also some good stuff comparing US to EU data, and a solid deep dive arguing that Google’s not at risk of losing Search traffic to AI.

→ Here’s an AI Overviews report that looked at over 8K keywords @ Google Search. The study goes deep, but gives a TLDR with some valuable summarizing, including these five points:

“- No AI Overviews show up for brand-related queries
- Only 12.4% of the analyzed keywords display an AI Overview
- Shopping Ads are almost never seen together with AI Overviews and when they are, they always appear below the AI Overview
- 33.4% of AI Overview links rank in that query's top 10 organic results
- Five-word queries trigger an AI Overview most frequently”

→ Google Merchant Center conversion tracking has been expanded and will keep growing until it includes all conversions from merchant sites. These shifts to better performance data will be automatically applied.

→ As of writing this, we’re sitting at 80+ hours since the last update on Google Search Console. Apparently, this has nothing to do with a core update, it’s just Google’s usual incompetence.

AI Insight 🤖

→ Bing’s “Webmaster Guidelines” has outlawed prompt injection. FYI: “Prompt injection: Do not add content on your webpages which attempts to perform prompt injection attacks on language models used by Bing. This can lead to demotion or even delisting of your website from our search results.”

→ AI deepfake content continues to be an issue on social media, and YouTube has officially instituted a policy “that will allow people to request the takedown of AI-generated or other synthetic content that simulates their face or voice.”

→ According to Semafor, TikTok is dropping an AI Chatbot named “Genie” that will “simulate conversations, facilitate interaction and communication between humans and AI, and produce human-like speech and text.”

→ Perplexity may be stacking bad press re: plagiarism and unethical web scraping, but its new “Pro Search with multi-step reasoning” still has people thinking it could take on Google eventually. This is a huge upgrade for the AI search engine— if you’re curious non-paying users still get to use 5 Pro Searches every 5 hours.

Social Media Round-up 📲

→ It’s not every day that the one and only Niche Site Lady hands out free advice, so you better pay attention to this list of 9 common errors marketers make w/ Facebook ads. Five things you should never do include:

- Using the Boost button
- Showing your ad to people who will never be interested
- Not testing different ad creatives
- Using too much text
- and Turning ads off too soon

For the other four, and for commentary on why these 5 are such bad strategies, click through to the post and give it some love.

→ A year ago, X looked like it was on the verge of collapse and Threads was gunning for the throne. Today is the app’s one-year anniversary— X is as messed up as ever but still popular, and Threads has been mostly irrelevant… But will it stay that way? Hard to say, and the 175M+ monthly active user count has some people thinking it could still come around.

Why could this matter to you? Rumor is they’re thinking of plugging into Instagram’s existing ads system about turning on ads sometime in the next year…

→ Speaking of Insta, they keep emphasizing being “shareworthy” as a huge ranking factor, “posts that inspire more users to tap on the ‘Send’ icon and forward it to their friends,” which means DM activity just keeps becoming more important on the platform.

→ After Musk’s Twitter / X drifted from the World Federation of Advertisers’ Global Alliance for Responsible Media, they’re rejoining, hoping to make advertisers feel safe to take another chance on the platform.

→ YouTube is letting creators customize their @handles for 75 other languages. HMU if you know how to translate “Indexsy.”

Jacky Chou​
Founder of Indexsy
hello@indexsy.com
Let's Connect on Twitter👇

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