Transcript
A (0:00)
Hello and welcome back to the digital marketing Podcast brought to you by targetinternet.com My name is Kieran Rogers.
B (0:08)
And I'm Daniel Rolls.
A (0:10)
And today we have a big debate on non keyword signals.
B (0:22)
Okay, so non keyword signals have become a big thing. Initially where I first came across this was actually you a few months ago. You first pointed out to me about these AI Max campaigns within Google Ads. And what it basically says is you go in there and it says we're not just targeting our keywords anymore. So just talk to us about that for a second.
A (0:41)
Kira. So with the advent of AI summaries and like AI questions and AI answers, you know, Google has sat on not just what keywords did Google people type in, but also what did they do next. And we all know that, you know, there's been a big drop for a lot of us on like organic phrases that people used to click on. You know, if you look in your search console reports, very common thing I see in lots and lots of different brands, search console is massive increase in impressions, but quite a big drop in the actual number of clicks that you're getting. And that makes sense, right? Because actually people are getting the answers given to them. They're not necessarily having to kick around anymore.
B (1:21)
Just to give you an example, our data, so to interrupt, Kieran. But the if we look at ours, our impressions have pretty much doubled over the last 12 months. So we've done a really good job on SEO. Our clicks at the same time have halved. So that kind of gives you the scale that you can be dealing with.
A (1:35)
Yeah, and the click through rate isn't this. It was necessarily. And that's again, people aren't just aren't clicking right. Because they're getting, giving the answers to lots of, you know, top of funnel questions through the AI. And that's bad news. If you're a publisher that spent years optimizing for, you know, the obvious phrases and fighting to get your way to the top, you could still be at the top, but no one's clicking. Why? Because the AI means that they don't need to. But you see there are lots of signals that Google are getting that tell it or who's asking that question. So I don't know whether you then went on to click because they didn't click. But I know not just what question did they ask then in that moment of time, but what questions have they been asking today and yesterday and over the last 21 days? And what can we infer from that? Now AI is brilliant at joining dots on data like that. And I think that's exactly what, you know, Google's engineers have turned their attention to teaching the AI how to manage it. But it goes beyond that, right, because actually they're also seeing what videos are we watching, you know, and what emails are we getting if we.