Here at Digital Copywriter, we help you stay on top of changes in digital marketing, as they develop.
Our monthly news updates let you know what’s happening with SEO, AI, email, social media and more, so you’re ready to take advantage of new opportunities and provide top-tier advice to your clients.
Let’s take a look at some of the most important news items from the past month….
Get Highlighted by Google
Have you ever clicked on a citation in a Google AI overview?
When you do that, about half that time, Google doesn’t just take you to the page — it takes you to a highlighted passage on the page that Google has deemed most relevant based on your inquiry.
That happens because AI algorithms are more likely to analyze information at the passage level than at the page level.
Once you understand that, you can shift how you convey key information on your page, so those passages are more likely to be cited in AI overviews.
What Happens When Business Owners Are Invisible
When a company is visible to Google and AI search tools, but the business owner doesn’t show up at all in the results, that’s a big problem… one that costs companies millions in revenue.
About 46% of companies have a business-owner-visibility issue. That may not sound like a big deal, but AI search tools are more likely to surface businesses that have a good company reputation and have an owner/founder/CEO who also has a robust online presence.
That’s a huge opening for a digital copywriter like you… especially if you have any interest in doing LinkedIn ghostwriting as a service.
A Big Change to LinkedIn
Speaking of LinkedIn…
LinkedIn has recently added an AI Slop option to the drop-down menu for posts. (Click on the three little dots at the top right corner of a post to find it.)
This gives LinkedIn users a way to report content they think is hastily or carelessly AI generated. But here’s the thing… anyone can use it to report any content they think is low quality. (Really, anyone can use it to report any content they don’t like, which will create new problems, but that’s a topic for another day.)
The reason this is important to you?
If you’re using LinkedIn as part of your marketing strategy, it’s more important than ever for you to take time to craft thoughtful, quality, relevant, interesting, useful, insightful posts. It’s your best defense against being reported as slop.
There’s Keyword Volume… and Then There’s Prompt Volume
But now there’s a new kid on the block… prompt volume. This is how often people ask ChatGPT or another AI tool a specific question.
Understanding both the search volume and the prompt volume for certain terms can help you understand the best way to approach your content creation around specific topics.
For topics where keyword volume is high and prompt volume is low, it works best to use traditional SEO tactics. For topics where prompt volume leads, focus on answering questions in a way that’s easy for AI tools to extract. When both show high volume, consider that a pillar topic and write something that is comprehensive and high-quality.
To explore prompt volume, try OmniSEO (limited checks for free) or Topify (currently free to use).
Ad Spend Grows by 26%
Ad spend is up across every channel since this time last year.
That’s a good sign. It means businesses are more confident about spending money to earn money… and it also means they’re using more copy and content, which could mean more job opportunities for writers like us.
The strongest return on investment was on paid social-media campaigns. So, if you’re looking for a new opportunity, consider studying up on how paid social media works and start offering that service to your clients and prospects.
That’s it for this month’s roundup. Your key action items?
- Pay attention to how you write at the passage level. Make sure answers to questions readers are asking can stand alone.
- If you offer LinkedIn ghostwriting services to founders and businessowners, let them know if they’re not showing up online personally, it’s directly impacting revenues.
- Give your LinkedIn posts a little extra time and attention.
- Play with Topify to learn more about AI prompt volume.
- Read up on paid social-media ads to see if that’s an opportunity you want to dig into.