May 21, 2024

May Digital Marketing Roundup: Latest Updates

SEO is an ever-changing landscape. With the ever-increasing prominence of AI in our field, how do SEOs find their place in this landscape and add value to the businesses that approach us for our work?

Here at Wildcat Digital, we stay up-to-date with current and upcoming trends in SEO, PPC and marketing strategy to add value to the businesses that we work with. 

Coming off the back of our April News Roundup, we will take a look at how Google has changed their game, shifting provenance from its internal algorithm to enhance search results that promote good, well-written content over generative content, whilst also bringing in generative search results in through the backdoor.

So how does this affect us as SEOs and business owners, and how do marketing updates in May affect this ever changing landscape? 

Google Generative AI in Search – Googles Gemini Era

As we mentioned in our April News Roundup. Google is now providing AI-generated FAQ results for users in the US, and it is set to roll out this feature in the UK and the rest of the world over the coming months. 

Since we last wrote about the topic, Google held a conference called Google I/O (Tues, 14 May 2024), which gave us further insight into Google’s stance on Generative AI and how it will soon provide quick responses to some of the UK’s most commonly asked questions online. Google is naming this service ‘Gemini’, however, this service may be more of a double-edged sword than a two-faced coinflip. 

This new service might be great for Google, but what does it mean for our web traffic, and what does this mean for our authoritative FAQ responses showing in Google Search? 

At present, we aren’t quite sure. However, even if Search Engines provide clear links to our content (from which the Generative AI Response gets its answer), this rollout doesn’t seem to positively affect web traffic towards our sites and the information contained within. So what’s going on here? 

We recently reported on Google’s Algorithm Update, which rolled out over a 6-week period between March and April of this year. This rollout was typically cryptic from Google, however, it is believed that the ability to rank for FAQ results has been maligned by Google and other search engines, making FAQ snippets harder to attain, favouring only those domains which have very high Domain Authority

Increasing the provenance of FAQs, whilst also allowing these results to be automatically generated within the search engine seems to suggest that Google is readying itself for a full AI FAQ rollout, and covering itself from any possible blame when the AI generates a less than favourable response.

SEOs globally must ready themselves and adapt their strategies for this rollout. Exactly what this entails currently remains unknown to the industry. 

Google Ads To Automatically Pause Low-Activity Keywords

Google has announced that it will start to automatically pause low-activity keywords in an effort to boost keyword spend and budget allocation for its Ads users.

According to an internal email, Google will automatically pause any keyword which hasn’t had any impressions across the preceding 13-month period. 

So what does this mean? 

In essence, keywords with no impressions in Google Ads accounts drag down the performance of the account by affecting the Quality Score. This was initially hinted at in March 2024, and now Google Ads users will need to unpause these keywords manually to allow them to appear after the update, which is slated for a June release later this year.

Google claims that this new function will allow advertisers to focus on the keywords that drive results. 

Anyone who manages a Google Ads account with many keywords may need to review the visibility of these keywords in the coming months and realign their strategies accordingly. 

Google Adds 2 New Crawlers to its Roster – GoogleOther-Image and GoogleOther-Video

Googlebot is a web crawler that crawls and reads web pages, finding, following and indexing the content contained within these web pages. Once it has crawled the page, it then becomes eligible to be added to Google’s Index, thereby becoming eligible to appear in Google Search Results. 

In a recent announcement, Google has announced two new Googlebot crawlers: GoogleOther-Image and GoogleOther-Video. 

Current iterations of Googlebot include:

Googlebot

The main crawler for Google’s search products. This crawler, according to Google, always respects robots.txt rules. This means that it will only crawl those pages which are not disallowed through robots.txt. 

Special-Case Crawlers

Crawlers that perform specific functions, such as AdsBot, do not always respect robots.txt rules. 

User-Triggered Fetchers (Google Search Console Prompted)

Some tools and product functions require the end-user to trigger a fetch. For example, the Google Site Verifier acts upon the user’s request, and certain Google Search Console tools will prompt Google to fetch the page based on a user’s request.

So Why Do These New Crawlers Matter? 

GoogleOther-Image is optimised for retrieving publicly accessible image URLs, while GoogleOther-Video is optimised for retrieving publicly accessible video URLs.

These new crawlers are optimised for fetching image and video data from web pages. The GoogleOther-Image and GoogleOther-Video crawlers are designed to improve the crawling of binary data, such as images and videos, which are used for research and development purposes. 

This rollout may be for AI purposes, as they likely will help Google understand the content contained within images and videos for regenerative purposes. At this point, it is unclear. Keep an eye on this blog for further updates on Google and the bots they use to crawl pages in the upcoming months. However, with the suggestion that these bots are crawling for ‘research and development’ purposes, it is commonly considered that these bots are indeed trying to understand images and video to help their AI Tools. 

As Google also announced the rollout of new, more advanced generative AI image and video creation options, these bots could be working to collect data on behalf of these tools.

This is due to Imagen 3 being announced for image generation, and Veo, a tool which can create video clips from text prompts also being announced during GoogleI/O conference.

Useful Tools for SEO and PPC Across May

Here are some of the best tools that we use every day here at Wildcat Digital to help our clients monitor and understand data, online. 

SEO Meta in 1 Click

SEO Meta in 1 Click allows users to view important metadata on–page. This includes: 

Add this extension to Google Chrome here. 

SEOquake

SEO Quake allows users to quickly view important metrics in search results. This tool combines with SEMRush to give immediate insights into important site metrics, including:

Add SEOquake to your browser by following this link. 

Toggl

Toggl is a simple time-management app that allows you to add, update and store time logs in-browser quickly. This tool could be useful for anyone who works in a digital marketing environment. 

Add Toggl Track: Productivity & Time Tracker to your browser here. 

Michael Heppell’s 5-Star Service: How to Deliver Exceptional Customer Service

Anyone looking to upskill their customer service skills ought to read Michael Heppell’s 5 Star Service: How to Deliver Exceptional Customer Service. 

This book outlines key skills for offering exceptional service to customers, clients and associates in manageable and actionable steps. 

Using published and peer-reviewed books like we do here at Wildcat can upskill your customer service skills, helping you and your team keep clients in your good books. This helps everyone retain perspectives on goals within your organisation and indeed within your own campaigns. 

Upskilling Your SEO and Punch Above Your Weight Online with Wildcat Digital

Here at Wildcat, we keep our fingers on the pulse of modern digital marketing, updating our strategies as the landscape changes. To help your business punch above its weight online, contact us today for enhanced SEO strategies, creative content solutions, and cost-effective PPC campaigns.

Post by

Jon Herdman

SEO Executive

Will Hitchmough

Founder

Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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