SEO has evolved beyond the classic approach based solely on text. Today, in the midst of the artificial intelligence (AI) era, AIO and LLMs have transformed the way search engines interpret, classify, and display content. Writing a good article is no longer enough: to stand out on Google and other search engines, it’s necessary to implement multiformat SEO, where text coexists with images, videos, audio, interactive tables, and visual elements that adapt to the user and their search intent.

What multiformat SEO is and why it’s key today

Multiformat SEO is the strategy of integrating different types of content into a single digital ecosystem to increase relevance and improve the user experience. Google and other search engines increasingly reward pages that not only provide valuable textual information but also enrich queries with visual, auditory, or interactive elements.

Clear examples of this shift are voice and image searches (like Google Lens), the growing prominence of videos on YouTube and Google Discover, and the rise of featured snippets, where a well-optimized table can appear directly in search results.

At the same time, concepts like AIO highlight how search engines increasingly prioritize content that adapts to the context, intent, and preferred format of the user. This confirms that good text alone is not enough: working with multiple formats and channels is essential to meet new search and digital consumption habits.

Types of Content in Multiformat SEO

• Optimized text: Still the foundation of SEO, though less dependent on keyword stuffing and more on concepts such as query fan out or contextual relevance.
• Images: Optimized with alt attributes, descriptive titles, and lightweight formats. Visual indexing (Google Images, Pinterest, Lens) is a powerful source of organic traffic.
• Videos: Today, Google and YouTube prominently rank videos with optimized titles, descriptions, and transcripts. Subtitles and chapters enhance user experience and improve SEO.
• Tables and charts: An increasingly valuable resource for rich snippets, especially for comparisons and numerical data.
• Audio and podcasts: With optimized transcripts and descriptions, audio becomes indexable content, reaching users who prefer listening over reading.
• Interactive content: Quizzes, calculators, or online demos improve retention and generate positive user experience signals, which search engines reward.

Multiformat SEO Optimization in the Age of AIO and LLMs

With the rise of AIO and the weight of LLMs (Large Language Models), Google no longer evaluates content solely based on text, but on how it is presented across different formats and whether it fulfills real user intent. To stand out in this new landscape, several key factors must be considered:

• Semantic relevance across all formats: Text alone isn’t enough; images need descriptive ALT attributes, videos require clear titles and transcripts, and audio should be paired with summaries or notes for indexing.
• Snippets and featured fragments: Google rewards structured information. Tables, lists, and videos segmented into chapters have a higher chance of appearing directly in results.
• Visibility across multiple channels: YouTube and other social platforms are integrated into SERPs. Adapting content to each platform increases positioning opportunities.
• User experience aligned with intent: Quick voice searches demand concise answers, while complex comparisons require tables or charts. The format must always match user expectations.
• Structured data and enriched metadata: Essential for Google to understand the type of content (image, video, recipe, product, news) and display it in the best possible position.

The new SEO requires multiformat strategies that connect with users searching in different ways and environments, where variety and clarity matter more than length. Remember that conversational search is on the rise.

Which formats work best by client type

Not all users consume information the same way. Adapting content format to the client type is crucial:

• B2C (Business to Consumer): Short, visual, and emotional formats work best here. Short videos, reels, inspiring images, and light podcasts drive connection and engagement. Storytelling is key.
• B2B (Business to Business): This audience seeks depth, data, and authority. Whitepapers, studies, detailed infographics, comparison tables, and recorded webinars showcasing expertise and credibility work well.
• Ecommerce: Conversion is the priority. High-quality images, SEO-friendly descriptions, product demo videos, and audio/video reviews build trust and reduce friction in the buying process. For a deeper look at this topic, explore our blog post on “AI in Ecommerce”.
• Media and niche blogs: Long-form optimized text combined with images, audio quotes, explanatory videos, and comparison tables enriches the experience and increases time on page.

User experience as the core of multiformat SEO 

Google has made it clear through algorithm updates that user experience (UX) is an essential ranking factor. Multiformat content not only diversifies ranking opportunities but also improves navigation, increases time on page, and reduces bounce rate.

To achieve this, we must:

• Adapt content to the most suitable format for each stage of the conversion funnel.
• Dynamically adjust content by device, channel, or user behavior.
• Generate accessible versions for voice searches, automatic translations, and inclusive content.

Conclusion

Multiformat SEO is no longer a trend but a necessity. In an environment where users consume information in multiple formats and search engines evolve to meet these demands, diversifying and optimizing content is the key to digital success.

B2C, B2B, and ecommerce companies must understand that SEO is no longer just about keywords, but about building complete experiences that combine text, images, audio, video, and interactive elements. Artificial intelligence becomes a strategic ally to analyze, create, and optimize these resources efficiently, ensuring not only better rankings but also a more authentic and lasting connection with users.

For years, SEO professionals treated monthly search volume as the compass that guided every strategy. We picked topics, set priorities, and measured the potential of a keyword almost exclusively by that number.

But by 2025, that approach feels outdated. Google isn’t just showing blue links in the SERPs anymore. It now presents results through features like AI Overviews and AI Mode (already live in some regions), delivering direct, AI-generated summaries instead of a list of links.

Meanwhile, users are shifting their behavior. Increasingly, they’re asking questions directly to ChatGPT, Gemini, Claude, or Perplexity rather than typing into a search bar. In this context, searches aren’t keywords anymore, they’re conversational prompts. And right now, there’s no reliable public data to tell us the “volume” of those queries.

If you’re waiting for your SEO tool to catch up with the trend… you’re already behind.

Why Predictive SEO Matters

Predictive SEO doesn’t sit around waiting for data to confirm a trend. It takes the lead.

• It spots early signals using tools like Google Trends or AnswerThePublic.
• It creates content before the metrics are visible, by tapping into Reddit, X, Quora, Feedly, niche forums, or Google News.
• It’s optimized for conversations, thinking about how a user would phrase a question to a chatbot — or how Google might condense an answer in AI Overviews.

The First-Mover Advantage

In this new world of conversational search, being the first source cited by an AI model is a huge competitive edge.
Once a chatbot or Google references your content in its responses, dislodging it becomes extremely difficult.

How to Adapt Today

1. Keep an eye on forums and social platforms to spot weak signals early.
2. Write answers to complex questions that are clear, structured, and genuinely helpful, the way an AI assistant would.
3. Shift your focus to intent, not exact keywords: create content that solves problems, not just content that ranks.

Conclusion

Predictive SEO is the strategy that ensures your brand shows up in AI-driven answers.

It’s no longer just about hitting Google’s front page. It’s about becoming the trusted source that AI models cite when users ask questions. That’s the real visibility frontier in 2025.

At Making Science, our SEO & Content team has already made this approach to the foundation of how we create and optimize content.

👉 So let me ask you: are you making sure your brand — or your clients’ brands — appears in AI’s answers?

The eCommerce landscape is undergoing a seismic transformation, and at the heart of this change is artificial intelligence in ecommerce. From dynamic personalization to intelligent automation, AI is revolutionizing how online retailers engage with customers, streamline operations, and scale rapidly. But beyond functionality, AI also plays a pivotal role in optimizing ecommerce SEO by enhancing user experience, content performance, and search visibility. This article explores how AI is reshaping eCommerce, with a special focus on SEO applications, AI-powered content creation, and strategic implementation for sustainable growth.

The rise of AI in eCommerce

Once a futuristic concept, artificial intelligence (AI) is now a core driver of innovation in eCommerce. Technologies like machine learning, natural language processing (NLP), and computer vision enable online businesses to analyze behavior, predict intent, and personalize experiences at scale.

Several key factors are accelerating the integration of AI in eCommerce and SEO:

• Rising customer expectations: Shoppers expect seamless, personalized journeys. AI delivers relevant product suggestions, smart search, and real-time support, all of which improve engagement and SEO performance.
• Data overload: Every action online produces data. AI helps process this information to refine targeting, content, site structure, and user flow. These are essential elements of modern SEO.
• Accessible tools and platforms: AI-driven technologies for SEO, automation, and analytics are now widely available, even for smaller businesses.
• Competitive pressure: Businesses leveraging AI stay ahead in rankings, customer experience, and content strategy. Those who don’t risk falling behind in the SERPs.

Key applications of AI in eCommerce

AI is transforming every stage of the customer journey and its impact on SEO is tangible. Here are the most relevant use cases:

1. Personalized product recommendations

AI algorithms analyze browsing and purchase behavior to deliver product suggestions tailored to each user. This boosts click-through rates, conversion, and engagement.

2. Intelligent site search

AI-powered search understands natural language and user intent, delivering more relevant results. This improves UX and reduces bounce rates.

3. AI chatbots and virtual assistants

Chatbots offer instant assistance, helping users navigate, answer questions, and discover products. They increase time on site and reduce exit rates.

4. Fraud detection

While more focused on security, AI’s ability to detect fraud ensures business continuity and protects brand trust, which indirectly supports long-term organic reputation.

5. Inventory optimization

AI helps predict demand, manage SKUs, and automate reordering. This ensures product availability, prevents 404 errors, and supports healthy indexing for an SEO strategy.

6. Dynamic pricing

AI adjusts prices based on demand, competition, and behavior. When integrated with structured data, this can boost visibility in SERPs and AI platforms.

AI-powered content creation and optimization

One of the most disruptive innovations in SEO is AI-generated and AI-optimized content. AI is now capable of supporting the entire content lifecycle, from ideation to performance monitoring.

• Scalable content generation: AI can produce large volumes of SEO-friendly product pages, category descriptions, or blog content quickly and efficiently.
• Real-time SEO optimization: AI tools assist with keyword placement, heading structure, internal linking, and metadata optimization, all essential for ranking.
• Content refreshing and repurposing: AI can identify outdated or underperforming content and suggest updates based on current trends and algorithms.

Content remains king, but AI might be the strategist. For more on this topic, read our article AI Mode: What does it mean for SEO?.

Benefits of using AI for SEO in eCommerce

AI doesn’t just automate, it enhances your entire SEO strategy. Here’s how:

• Improved rankings and traffic: Smarter keyword targeting, optimized content, and enhanced UX drive stronger organic performance.
• Higher engagement signals: Personalized experiences and faster site interactions translate into better dwell time and lower bounce rates.
• Consistent content quality: AI helps maintain tone, structure, and SEO integrity across large-scale content production.
• Automated technical SEO: AI tools flag issues like broken links, duplicate content, or slow pages—and can sometimes fix them automatically.
• Better decisions, faster: AI surfaces actionable insights from SEO data, allowing marketers to test and iterate in real time.

How to implement AI in your SEO strategy

Integrating AI doesn’t require a full overhaul. You can begin with incremental changes:

• Set clear SEO objectives: Define KPIs such as impressions or ranking improvements and align your GEO strategy accordingly.
• Start with SEO quick wins: Use AI for content briefs, metadata generation, keyword clustering, or product copy creation.
• Choose scalable tools: Opt for AI platforms that integrate with your CMS, analytics, and SEO software stack.
• Leverage expert support: Collaborate with SEO and AI specialists to create a roadmap that balances automation with strategy.
• Continuously test and refine: Use testing and search performance data to evaluate impact and guide improvements.

The future of AI in eCommerce and SEO

AI is not just the present, it’s defining the future of how we search, shop, and grow digitally. Expect to see:

• Visual search optimization: AI allows users to search via images. Brands that optimize images with alt text and structured data will stand out.
• Voice search and conversational SEO: AI voice assistants are changing how queries are made, requiring long-tail and natural language content strategies.
• Immersive experiences through AR and AI: AI will support augmented reality shopping environments that are SEO-optimized and user-intent aligned.
• Hyper-personalized content: AI will tailor every interaction and content piece to individual users, increasing relevance and improving rankings.

Our AI and SEO approach at Making Science

At Making Science, we stay ahead of these shifts through a dedicated SEO and Content TECH & AI friendly strategy, powered by our proprietary technology Trust Generative AI. This platform transforms how we scale and optimize content, adapting it to current search engine demands and user behavior.

We guide our clients through this transition, helping them identify opportunities, scale content production, and strengthen long-term organic visibility with confidence.

Want to know how we can help your brand grow? Let’s talk.

Conclusion

Artificial intelligence in ecommerce is more than a trend, it’s the strategic engine behind personalization, automation, and search performance. From improving UX and engagement to optimizing content and metadata, AI empowers brands to scale efficiently and win in the SERPs. As AI continues to evolve, integrating it into your SEO strategy will be key to staying competitive in today’s digital economy.

The search scenery is evolving. We’re witnessing a shift from simple keyword matching to complex interpretations of user intent. Thanks to advances in natural language processing and generative AI such as ChatGPT or AI Mode, search engines are no longer just answering queries. They’re starting to engage in conversations with the users.

This evolution is reshaping how people interact with search engines and, as a result, what SEO means today. Instead of focusing only on keyword placement, we must now understand context, nuance, and user expectations. SEO has become less about visibility and rankings and more about relevance within AI-driven answers.

Generative AI in action: generated content, instant answers & brand visibility

Generative AI is revolutionizing the way companies approach content creation. Brands can now produce SEO-friendly content at scale, brainstorm topics quickly, and streamline their editorial processes. AI tools enable marketers to respond faster to trends and user questions.

On the other side, search engines are leveraging AI to provide instant answers directly within the search results without the need for users to click, altering the value of traditional content placement.

Now, the strategic goal is not just ranking, it’s getting your brand cited as a trustworthy source within those AI-generated responses. Visibility in this new environment requires a deep understanding of how AI interprets and works through information.

Does Google penalize AI-generated content?

One of the most common myths today is that Google penalizes content created with AI. This is not true. What Google penalizes is low-quality, unoriginal, or unhelpful content, regardless of how it was produced.

The foundation remains the E-E-A-T principle: experience, expertise, authoritativeness, and trustworthiness. AI can help scale content, but human review and editing are very important to ensure that the output meets quality standards.

We should think of AI as our first draft assistant, not the final editor.

How keyword research is evolving with AI

Traditional keyword research focused on finding exact-match phrases and long-tail variations, but with AI, we can do better. AI tools now can identify emerging trends, related questions, and semantic clusters that reflect how people actually speak and search.

The new approach changes from asking, “Which keyword should I use?” to “How can I completely cover a user’s intent?” By combining AI-driven insights with real search data, marketers can discover opportunities based on actual conversations rather than isolated keywords.

What do we do in Making Science to appear in conversational search

Appearing in traditional featured snippets is one thing, but getting your content referenced in generative AI answers requires a more refined strategy. Here are some best, tested practices we follow to boost your visibility:

• Answer clear, specific questions within the first few paragraphs.
• Use natural, conversational language. Avoid jargon if possible.
• Implement structured data.
• Build topical authority by covering topics from multiple angles (topical clusters).
• Optimize brand-entity associations by consistently linking your brand to specific themes.

The goal is no longer just to “rank #1,” but to be seen as a credible source by AI systems interpreting search queries.

Key takeaways

• AI is transforming every phase of SEO, from research to content, to the search results themselves.
• Content is still the king, but it must be genuinely useful, accurate, and crafted for real human intent.
• Brands that blend AI tools with strategic thinking and human creativity will gain a significant edge in the evolving search landscape.

In 2025, Google rolled out a major update with the launch of AI Mode, which is already live in the U.S., UK, and India (as of 30th July). This new feature is shaking up how people search. Unlike the AI Overviews we’ve seen in the past, AI Mode is a separate tool that uses generative AI to give you detailed answers directly on the search page. In this post, we’ll take a closer look at how it works, what it means for SEO, and how businesses can adapt to this new way of searching.

1. How does Google’s AI Mode work?

AI Mode is powered by Google’s Gemini 2.5 model, a super advanced language model that is designed to give you detailed answers to complex searches. Instead of showing directly a list of web pages, AI Mode breaks down your search into smaller pieces of content (chunks), running parallel searches to get data from different sources and creating a single response. This answer appears directly on the search page, so you don’t have to click through to other websites.

What makes AI Mode different? 

The main difference it brings to the table is that it can handle different types of inputs, like text, voice, or even images. Users can upload a photo and ask follow-up questions, interacting with the AI in a more conversational way. Plus, the AI can adjust its responses over time based on your previous conversations. For example, if you ask a broad question and then follow it up with something more specific, AI Mode will refine its answer to give you more detailed info.

2. What does AI Mode mean for SEO?

AI Mode brings a new set of challenges for SEO professionals, especially when it comes to traffic and click-through rates (CTR). In traditional search, users are shown a list of websites to click on, but in AI Mode, users are getting answers directly on the search page. This could mean fewer clicks to external websites, as the AI can sometimes fully answer the query right there.

Some reports have shown a drop in CTR, since users can get the information they need without leaving the search page. However, this doesn’t mean you lose visibility entirely. Even if users don’t click through, your content can still be exposed if it’s referenced in the AI-generated answers. Plus, Google has noted that users are often spending more time on the search page, asking follow-up questions and diving deeper into topics. This could actually lead to more engagement in the long run. Besides, boosting brand awareness is a crucial element of any successful marketing strategy, and this presents a prime opportunity to gain an advantage. 

3. New SEO metrics to focus on

With the rise of AI Mode, some traditional SEO metrics like clicks and rankings don’t carry the same weight anymore. Impressions are now more important than ever. However, there are also new metrics to keep an eye on:

• Visibility in AI Search features: This metric tracks how often your content appears in AI-generated elements like Featured Snippets, Knowledge Panels, and AI Overviews. Tools such as Semrush and Ahrefs can help monitor these appearances, providing insight into your content’s reach within AI interfaces.
• Branded search volume trends: Monitoring the frequency of searches for your brand name helps assess brand awareness and the effectiveness of AI-generated content in driving recognition. An increase in branded searches indicates that AI systems are referencing your content while also enhancing your brand’s visibility.
• User engagement metrics: Metrics such as bounce rate, time on page, and interaction depth provide insights into user satisfaction. AI systems consider these signals when determining content relevance, making them crucial for understanding how users interact with your content.

These new metrics focus on user intent and understanding how well your content is engaging with people—rather than just focusing on clicks alone.

4. What do we do in Making Science to perform better in AI Mode?

To help you get noticed in AI Mode, we follow these proven best practices:

• Ensure crawlability and indexing: AI Mode relies on Google’s crawling and indexing system, so we have to be sure our content is easy to access and index by Google systems. This means checking for any crawl errors and ensuring we’re not blocking anything relevant with robots.txt.
• Create high-quality content: Content that is thorough, authoritative, and effectively answers users’ questions is more likely to be featured by AI Mode. Google systems still favor high-quality content, so we should keep focusing on providing value (maybe more than ever!) for them.
• Review and apply structured data: Structured data like schema markup can help Google have a better understanding of our content, especially when it comes to media like images or videos.
• Optimize for user experience: While AI Mode may reduce clicks, the overall user experience still matters. A fast, mobile-friendly, and easy-to-navigate site is key in our strategy.

Key takeaways

Google’s new AI Mode is essentially a smart chatbot built directly into the search page, designed to answer complex questions in conversation style. This is changing the game for websites because the AI often answers questions directly, meaning fewer people click on the traditional blue links.

For businesses, the new goal is to become a trusted source that the AI quotes in its answers. The best way to do this is by building a strong, reputable brand and creating genuinely helpful content that offers unique, real-world experience and insights that only a human expert can provide.

In the competitive world of e-commerce, standing out requires more than just good products. User experience, information accuracy, and the ability to attract and retain customers are crucial. This is where Trust Generative AI (TGAI), a generative AI platform designed to transform the way you run your online shop, comes in. In this blog, we will explore three key value propositions of TGAI: generating product descriptions, creating landings in multiple languages, and developing SEO-optimized category landings.

Product descriptions generation

One of the greatest challenges for an e-commerce business is maintaining accurate, engaging, and up-to-date product descriptions. TGAI uses generative AI to create detailed and persuasive descriptions in a matter of seconds.

Benefits:

• Scalability: Produces numerous product descriptions quickly, ensuring that each item has a complete and unique description.
• Accuracy: Generated descriptions are detailed, reducing errors and misunderstandings about the expected product.
• Attractiveness: By incorporating attractive keywords and phrases, descriptions capture the attention of the target customer.
• Time-saving: Frees up valuable time that can be spent on other critical areas of the business, for example, creativity.

With TGAI, you can ensure that every product in your catalog has a description that not only informs but also convinces and sells.

Landings in multiple languages

Global expansion is a goal for many e-commerce sites, but the language barrier can be a significant challenge. TGAI facilitates this process by generating landings in multiple languages with the same quality and effectiveness as the original versions.

Benefits:

• Global Accessibility: Reach a wider audience by offering content in their native language.
• Consistency: Maintain a uniform message and tone across all markets.
• Speed: Launch international campaigns quickly without the need for extensive translation.

Break down the language barrier and take your e-commerce to new horizons with TGAI.

SEO-optimized category landings

Landing pages are essential to attract traffic and convert visitors into customers. TGAI generates category landings that are not only visually appealing but are also optimized for SEO, ensuring maximum engagement with consumers.

Benefits:

• SEO Optimized: Landings are designed with SEO best practices, improving your search engine rankings.
• Maximized engagement: Relevant and engaging content that keeps users interested and increases conversions by selecting the keywords that drive the most conversions.
• Flexibility: Quickly adapt landings according to trends and consumer behavior.

With TGAI, you can be confident that each landing page will not only attract traffic but also keep visitors engaged, increasing conversion rates.

Conclusion

In the dynamic e-commerce environment, the ability to adapt and evolve is crucial. TGAI offers a comprehensive solution to improve the user experience, expand your global reach, and optimize your content to attract and retain customers. By integrating your strategy into your e-commerce, you not only simplify complex processes but also position yourself one step ahead of the competition.

Ready to take your e-commerce to the next level? Find out what TGAI can do for you and transform the way you manage your online storefront.

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SGE (Search Generative Experience) will be a major change in the search experience and the way results are displayed in the SERPs.

But first of all, what exactly is SGE? It’s a radical update from Google, which will start using AI to generate contextual answers to complex questions.

AI in search engines

The impact of ChatGPT since the end of 2022 and its very rapid integration into the digital status quo, especially among young people, has led tech giants (such as Google) to further accelerate the deployment of their AI-related technologies.

Within the search engine market, Microsoft has moved ahead with the integration of ChatGPT into Bing as early as 2023 and Google has responded quickly with the announcement of SGE, based on Gemini, its LLM that promises to be more powerful than GPT-4.

The common formula is the integration of an AI module on top of the search engine that not only directly answers complex queries accurately, but also enables deeper searches through a conversational interface.

What do we know so far about the impact of SGE on SEO?

SGE will bring about an evolution in the way we search for information on the Internet, as ChatGPT has already done.

SGE is being tested in the USA, and the SEO team at Making Science has already been testing this new experience to draw some preliminary conclusions before its final international roll-out:

Several sources of information

This new AI module draws from many sources to offer more complete information:

• Media: Very relevant, especially in information searches. Media attention, through PR teams, is essential to manage the conversation around brands.

• Shopping feeds: PDPs everywhere in searches closer to conversion. A good product feed is essential to appear here. It seems that achieving a more complete shopping experience is one of SGE’s main objectives.

• Reviews: Google knows that reviews are powerful conversion triggers, and integrates them into SGE for searches close to conversion. The focus should be on optimal Schema markup and online reputation management.

• Social media: Social media conversation is especially relevant for topical or trending searches. Inspirational approach.

• Google Maps / Business Profile: Many of the searches, even when not explicitly geolocated from the query, return local SEO results.

• Multimedia: Text, images, video, FAQs, social media… what seems evident is that covering searches with multiple formats is going to be essential to capture the key terms in SGE

SEO strategies impact

There are a few things that seem to be clear, and that don’t really change the ‘traditional’ approaches to SEO strategies that much:

• The classic Google Top 3 will determine what comes out of this block.
• There will still be ads (as they are Google’s main revenue stream), but to a lesser extent. At least at launch.
• SEO-optimized elements or content will continue to be relevant in order to match users’ searches

And what will the SEO performance be like?

Organic traffic is expected to decrease because it is assumed that the traditional SEO results will show even lower in the SERPs (with the consequent drop in CTR): Google as a “media” in its own right, which means a drop in overall SEO CTR.

However, the user has the opportunity to become more qualified in conversational mode before clicking on a link, which could benefit SEO conversion.

In addition, users could make even more intensive use of Google, especially younger audiences, who now turn to platforms such as TikTok. In any case, it remains to be seen if this hypothesis is true and, if so, if it will compensate in terms of traffic for the drop in positions of traditional organic results.

Types of content that could be most affected by SGE

We predict that the impact of SGE will be even greater for some types of content:

• General informational content: Direct answers to factual questions, definitions of concepts, general explanations of a topic, etc. SGE could directly answer many general information queries without the need to take the user to another website.
• Comparative content: Such as product comparisons, rankings of best options, pros and cons reviews. SGE could generate this comparative content in an automated way.
• Simplified content: Such as summaries, simplified guides, step-by-step explanations of a process. SGE could extract and synthesize the most relevant information.
• Repetitive content: Such as similar listings on a topic, frequently asked questions, duplicate content. SGE would reduce the need for multiple pages of redundant information.
• Local content: Location-specific answers, such as business hours, local business addresses, geolocated recommendations.

Websites that rely on this type of content for their organic visibility should rethink their SEO strategy with the arrival of SGE if they don’t want to be negatively affected.

Conclusion

Essentially, Google’s SGE marks a revolutionary development in SEO. With AI shaping the digital realm, it’s vital to keep pace with these shifts and comprehend their significance to uphold an advantage in online presence

The countdown to one of the season’s largest shopping holidays and the biggest sale of the year, Black Friday 2023 and “Black Week” has officially begun. In 2023, Black Friday falls on Friday, November 24, and Black Week extends over the 7-day period leading up to this date. The holiday marks the start of the Christmas shopping season and is an opportunity for people to shop digitally as well as in physical stores at favorable prices.

While Black Friday may seem a way off, now is the perfect time to begin your Black Friday digital marketing strategy and start optimizing your website. To see timely results, it’s crucial to focus on your digital marketing and SEO strategy early, aiming to enhance performance and maximize Black Friday sales. With heightened competition during the Black Friday sales period, SEO becomes paramount in improving visibility. If SEO isn’t yet part of your long-term plan, consider integrating it soon. It’s not just a quick solution but a strategic tool that consistently attracts quality traffic.

Make 2023 your Black Friday year with the help of Making Science’s top 5 tips! Let’s start with the basics:

What is SEO?

SEO stands for Search Engine Optimization and is a method that uses technical measures and content optimization to increase organic traffic and rank higher on the results page of search engines such as Google, Bing, and more.

How should I use SEO to prepare my Black Friday digital marketing strategy?

Review Website Performance

During Black Friday, customers are inundated with ads from numerous merchants. To excel, it’s not enough to offer great deals; your website must be fast and glitch-free. Poor website performance, whether on mobile or desktop, risks losing potential customers, especially during this peak shopping season. Ensure your website performs optimally by checking its performance in advance and making necessary technical adjustments. SEO isn’t just about text and keywords; technical SEO is crucial for higher search rankings. Typically, SEO professionals collaborate with developers to achieve this.

Optimize Landing Pages

For better visibility during Black Friday and Black Week, create optimized landing pages tailored for the occasion. Start early, as search engines require time to crawl and index. Landing pages for Black Friday, Black Week, and Cyber Monday can be reused yearly. Ensure they remain “evergreen,” meaning they stay relevant. Refresh and optimize existing landing pages on the topic. Update elements like Meta Titles, Meta Descriptions, H1 titles, and image tags. For instance, an electric toothbrush company might optimize their site as follows:

• URL: company.com/black-friday
• Meta Title: 40+ Black Friday Electric Toothbrush Deals 2023! Best in test & Black Week prices!
• Meta Description: Black Week & Black Friday electric toothbrush deals 2023! Discount on electric toothbrushes online, big savings. Rechargeable, efficient & affordable!
• H1 Title: Best Black Week & Black Friday Electric Toothbrush deals 2023.

Write text for humans – and for robots

SEO, when integrated into routines, becomes second nature for website content creation. The key is to structure text clearly, accurately, and with relevant keywords. While writing for search bots can boost organic traffic, it’s crucial to cater to human readers, who ultimately decide to make purchases. Balance SEO-friendly writing that appeals to both bots and your target audience. This approach is vital not just for Black Friday, but year-round.

Collect positive reviews

Search engines prioritize pages with high authority, which can be built in several ways. Product reviews, whether positive or negative, are seen by search engines as signals that can impact organic rankings. While it’s uncertain how many positive reviews directly affect your rankings, remember that manual graders will assess the Search Engine Result Pages to determine which results are most relevant and should be prioritized. Beyond search engine preferences, reviews can sway hesitant customers to finalize their purchases. Prioritizing reviews and customer satisfaction is vital year-round, but especially so for Black Friday and Black Week 2023 by integrating them into your pages.

Keyword strategy for Black Friday

A strategic keyword approach is essential from beginning to end, especially for Black Friday SEO. Emphasizing long-tail keywords, which combine two or more crucial keywords, helps guide customers to what they seek. “Black Friday” and “Black Week” are key terms to optimize. Combining them with terms like “Deal,” “Offer 2023,” or “savings” and product-related words yields targeted search results. See the examples below:

• Black Friday Electric Toothbrush Deal
• Black Friday Offer Airpods
• Black Friday savings Trainers

Cyber Monday

Black Friday, set for November 24th, 2023, always follows Thanksgiving. But don’t forget about Cyber Monday, which is on November 27th. While Cyber Monday originally catered to online shoppers, Black Friday deals are now widely available online too. When optimizing for Cyber Monday, it’s crucial to target specific keywords and phrases. Even though Black Friday and Cyber Monday are days apart, their search behaviors might differ. If unsure, tools like Google Keyword Planner, Google Trends, or SEMrush can help analyze search patterns and pinpoint key terms.

Black Friday is an incredible opportunity for all e-commerce businesses to boost their sales. Investing in SEO for the holiday season is a simple, cost-effective measure that continues to deliver results. 

Making Science is a full-service media agency with extensive experience in SEO optimization on different platforms. Contact us if you want to know more about how you can create a strategy to improve your Black Friday 2023 SEO!

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There has recently been a growing interest in AI technology and, more specifically, OpenAI’s ChatGPT product. In this week’s blog post we will learn what ChatGPT is and how to use it in SEO.

What is ChatGPT?

ChatGPT is a language model developed by OpenAI, a leading research organization in the field of artificial intelligence. It is a type of AI technology that uses deep learning algorithms to generate human-like text based on a large corpus of training data.

ChatGPT has been trained on a massive amount of diverse text data, making it capable of generating text in various styles and on a wide range of topics. This makes it a versatile tool that can be used for different applications, such as language translation, text summarization, question answering, and content generation. It has become a popular instrument for building conversational AI systems, such as chatbots, as it can generate coherent and contextually appropriate responses to different questions. Overall, ChatGPT is a powerful and sophisticated AI technology that has the potential to revolutionize the way we interact with computers and automate many language-related tasks.

Is ChatGPT good for SEO?

ChatGPT has the potential to be a useful tool for SEO (Search Engine Optimization), but it is not a silver bullet and has some limitations. ChatGPT can be used to generate optimized content for websites, such as product descriptions or blog articles. It can also assist with keyword research by generating suggestions for relevant keywords and phrases.

However, it is essential to remember that the generated content may not always be accurate or high-quality. It may lack the creativity and originality that is often necessary for effective SEO. Additionally, there may be ethical considerations to using AI to manipulate search engines, such as the impact on content creators and the overall quality of online content. It is also worth noting that search engines are constantly updating their algorithms to detect better and penalize manipulation, and they may be able to detect content generated by AI.

In conclusion, while ChatGPT has the potential to be a useful tool for SEO, it is not a guaranteed solution and should be used with caution and in conjunction with other SEO best practices.

How are SEO experts using ChatGPT?

SEO experts are using ChatGPT in various ways to improve their search engine optimization efforts. Some typical applications of ChatGPT in SEO include:

• Content Generation: ChatGPT can be used to generate high-quality, optimized content for websites, such as product descriptions, blog articles, and meta descriptions. The generated content is designed to be SEO-friendly, with a focus on incorporating relevant keywords and phrases.
• Keyword Research: ChatGPT can assist with keyword research by generating suggestions for relevant keywords and phrases. This can help SEO experts identify keywords they may not have considered and improve their content’s visibility in search results.
• Competitor Analysis: ChatGPT can be used to analyze competitor websites, identifying their strengths and weaknesses, and helping SEO experts to stay ahead of the competition.
• Chatbots: ChatGPT can be used to build chatbots for websites, which can help to improve the user experience and increase engagement. Chatbots can answer customer questions and provide information, reducing the workload for human customer service representatives.

It’s worth noting that ChatGPT is just one tool in an SEO expert’s arsenal and should be used in conjunction with other best practices and techniques. Additionally, as search engines continually update their algorithms, it’s important to stay up-to-date on the latest SEO trends.

 What are the drawbacks of Chat GPT and potential ethical considerations?

 There are several limitations to using ChatGPT for SEO:

• Accuracy: While ChatGPT is a very advanced language model, it is not perfect and may generate incorrect or unreliable information. This can be a concern when using it for SEO, as the accuracy of the information used to optimize websites and content is critical.
• Scalability: Depending on the model’s size, using ChatGPT for SEO on a large scale may require significant computational resources and be expensive.
• Lack of creativity: Although ChatGPT can generate human-like text, it may lack the creativity and originality that is often necessary for effective SEO.

In terms of ethical considerations, it is important to consider the potential consequences of using AI to generate optimized content and manipulate search engines. Some may argue that this practice undermines the integrity of search engines and could lead to the dissemination of inaccurate or misleading information. Additionally, there may be concerns about the impact on content creators and the overall quality of online content.

It is essential to carefully weigh the potential benefits and risks of using ChatGPT for SEO and ensure that it is used responsibly and ethically.

How to think about ChatGPT as an SEO expert

As an SEO expert, it is crucial to approach ChatGPT as just one tool among many in your arsenal, and to use it thoughtfully and strategically.

Here are some key considerations when thinking about using ChatGPT for SEO:

• Quality over Quantity: While ChatGPT can generate a large amount of content quickly, the quality of that content may not always be up to the standards you require. It is important to prioritize quality over quantity and carefully review the content generated by ChatGPT to ensure it meets your standards and is SEO-friendly.
• Context Matters: ChatGPT has been trained on a large corpus of text data, but it may not always understand the nuances and context of specific topics. It is essential to be mindful of this and to provide clear, detailed instructions when using ChatGPT for content generation or keyword research.
• Ethical Considerations: There may be ethical considerations to using AI to manipulate search engines, such as the impact on content creators and the overall quality of online content. It is important to be mindful of these considerations and to ensure that your use of ChatGPT aligns with your ethical standards and values.
• Algorithm Updates: Search engines are constantly updating their algorithms to detect better and penalize manipulation, and they may be able to detect content generated by AI. It is vital to stay up-to-date on the latest developments and trends in SEO, and to continually evaluate your use of ChatGPT in light of these changes.
• Integrating with Other Tools and Techniques: While ChatGPT can be a valuable tool for SEO, it should be used in conjunction with other best practices and techniques. This may include conducting keyword research, analyzing competitor websites, and building high-quality backlinks, among other things.

In conclusion, as an SEO expert, it is important to approach ChatGPT with a strategic and thoughtful mindset, and to use it as just one tool among many in your toolkit. Get in touch with our SEO experts to utilise AI effectively in your SEO campaign. 

PS: This article was written exclusively with the help of ChatGPT. A human reviewer corrected discrepancies and structured the content.

Since 2020 and the pandemic period, the SEO industry has been forced to evolve and improve due to a series of substantial changes and Google announcements. If you’re seeking insights on the latest SEO trends in 2023 and where to focus your resources, you’re in the right place.

It is important to keep your SEO strategy fresh and updated throughout the year, as it might have a crucial impact on your website’s rankings. So, buckle up, and let’s find out what changes we should await from the SEO industry and what are the predictions for 2023.

1. Online shopping

One of the key SEO trends in 2023 is online shopping. Because of the significant growth in online shopping, Google is trying to create a better online shopping experience. They have already made selling on their platform more attractive by removing commission fees and making it free for business to sell on Google.

Google has created a Shopping Graph to make it easier for sellers to put their products in front of more buyers. Shopping Graph also helps buyers find the products they are looking for with ease. It is an AI-enhanced algorithm that can sort out various products, prices, websites, reviews, brands, and data. In addition, Shopping Graph has the ability to find products through photos found in Google Photos.

To optimize your SEO with Shopping Graph, you need to create product listings with a fair number of keywords. Then Google will use this information to show buyers the products they are looking for.

For example, imagine that someone did an image search for a sign featured in a Christmas décor photo. If Google cannot find an exact match, it could determine that it was a Christmas sign. The visual matches would show product listings that both had the word “Christmas” in the picture of their sign and related keywords in the product title, like “Christmas sign” and “Christmas décor.”

2. Videos

According to statistics, users stay on pages with videos 88% longer. As more and more people rely on videos to make decisions about purchasing products, optimizing your SEO on videos is a must. Google is working hard to help its users get the information they are looking for faster through videos.

Keep the following features in mind:

Clip markup

You can highlight the main parts of the video so users can quickly find the specific tips they are looking for in your content.

Seek markup

You can check how your URL structure works with Seek markup. It transfers the specific information to an algorithm to display the key parts of the video.

When you post a video about recommendations on how to stay physically fit, do not just label your markups “rule N1” and “rule N2”; rather, use markup names like “Eating healthy,” “Working out,” etc.

This kind of markup will affect your rank in searches and it will definitely boost your engagement because users can instantly find what they are looking for.

3. Images

Optimizing photo content is a critical aspect of SEO, and as one of the SEO trends in 2023, Google plans to enhance the role of images in website rankings.

To align your website’s images with Google’s SEO requirements, you must:

• Serve images in next-gen formats
• Compress images 
• Use keywords for image files
• Give images unique alt text

4. Voice search

Google’s main aim is to make it easier for users to find the information they are looking for much faster. However, human language is extremely complex, as our colloquial language and keyword-oriented language are quite different.

To solve this problem Google has launched LaMDA. This is short for Language Model for Dialogue Applications, and it helps algorithms to understand natural language better. It can also learn user behavior – for example, how one uses Google to find things they are looking for.

Voice Search uses Natural Language Processing (NLP), which aims to understand how people search verbally versus when they input the text in the search bar.

To optimize content for voice search it is important to:

Target Phrasing

For example, if users are searching for a specific product by typing “BEST SHOE BRAND,” in voice search it is more likely for someone to verbally search “WHICH IS THE BEST SHOE BRAND?”

Have Short Answers

While optimizing conversational keywords, keep in mind to have your answers concise.

Consider vernacular

Different regions use specific texts and phrases to describe certain things, so knowing vernacular will definitely help you optimize for more keywords.

5. Reinforcing your EAT signals

As Google keeps being user-oriented, it continues to state the importance of EAT – Expertise, Authoritativeness, and Trustworthiness, in content ranking. The signals of E-A-T could be positive public reviews, social proof, links to respected sources, keeping content up to date, etc.

To properly create the content for your website, just keep EAT-ing:

• Back up your data by citing statistics and other publicly available information
• Link to authoritative websites (for example, .edu and .gov)
• Showcase awards and badges
• Display reviews and testimonials

and much more.

Don’t know where to start?

Our professional team can provide full SEO service with customized solutions for your website. Understanding your needs and challenges helps us develop and implement individualized solutions for your business. 

As a Google Partner, we fully concentrate our work resources on maximum results, so you always know your goals will be achieved with the team of SEO experts.

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