Detailed Summary of "OpenAI's Future Plans, Decline in Google Search, and Extended Q&A! | #SEOUpdateByYoast"

Release Date: December 17, 2024

Overview

In the final SEO Update of 2024, the Yoast SEO podcast delves into significant developments in the realms of SEO and artificial intelligence (AI). Hosted by Ninke, with contributors Carolyn and Alex, the episode navigates through OpenAI's strategic moves, a notable decline in Google Search popularity in the UK, and an extensive Q&A session addressing listeners' pressing SEO concerns.

SEO and AI News

1. C2PA Metadata and Google SERPs

   • Discussion: Alex introduces the concept of C2PA metadata appearing in Google Search Engine Results Pages (SERPs), emphasizing that AI-generated images will carry metadata indicating their origin.
   • Notable Quote:
     Alex [00:46]: "Google is going to be able to sniff out if your image was made by AI because there's metadata that appears in those AI images."

2. European Commission’s AI Code of Practice

   • Discussion: The European Commission has released the first draft of a general-purpose AI Code of Practice focusing on transparency, copyright, and systemic risk management. This draft is the initial step in a multi-round drafting process aimed at ensuring AI's trustworthiness.
   • Notable Quote:
     Alex [02:18]: "It sounds terribly interesting again, but it's a government bodies paper so you have to kind of expect these things."

3. OpenAI’s Expansion into Browsing

   • Discussion: OpenAI is strategizing to challenge Google's dominance in browsing by integrating AI-driven features. The recent hiring of a former Chrome architect from Google underscores OpenAI's commitment to enhancing its browser capabilities.
   • Notable Quote:
     Carolyn [04:27]: "They are hiring someone who would be very suitable for the job that they're bringing."

4. Google Analytics and Merchant Center Updates

   • Discussion: Google has introduced recommendations in Google Analytics (GA) specifically for Merchant Center optimizations, allowing e-commerce store owners to be alerted about product issues beyond the Merchant Center itself.
   • Notable Quote:
     Carolyn [07:01]: "It's very important for e-commerce that we needed to mention it twice."

5. Decline in Google Search Popularity in the UK

   • Discussion: Carolyn notes a decline in Google Search usage within the UK, attributing it to a growing skepticism towards AI and a preference for traditional search methods among British users.
   • Notable Quote:
     Carolyn [07:45]: "I have low trust in AI. Just, just change AI to anything new. We will definitely question those things."

6. Browser Engagement Metrics and ARC

   • Discussion: Google Chrome is implementing site engagement metrics scored from 0 to 100, which decay over time if no improvements are made. This encourages continuous enhancement of user experience across all platforms.
   • Notable Quote:
     Alex [10:49]: "You can't just rest on your laurels. They're engineering it so you have to consistently and regularly make updates."

7. BlueSky vs. X: Migration Trends

   • Discussion: The migration from X (formerly Twitter) to BlueSky is discussed, highlighting engagement statistics and questioning the long-term viability and audience quality on BlueSky.
   • Notable Quote:
     Carolyn [16:07]: "BlueSky is really working for people, but is your audience there engaging?"

8. Google Core Updates

   • Discussion: Google has rolled out its December Core Update without significant disturbances. However, they announced the likelihood of more frequent updates in the future, potentially monthly.
   • Notable Quote:
     Carolyn [25:26]: "They do a lot of core or important updates just before Christmas to keep SEOs on their toes."

9. OpenAI’s ChatGPT01 and Sora Release

   • Discussion: OpenAI launched ChatGPT01, touted as the world's smartest language model, priced at $200 per month. Additionally, the Sora video service has gone on general release.
   • Notable Quotes:
     Alex [27:34]: "ChatGPT01 is $200 a month. I haven't had a need to use anything beyond that."
     Carolyn [28:35]: "Sora has now gone on general release, which is the OpenAI video service that people can now go and check out."

10. Google Business Profile for Age-Restricted Products

    • Discussion: Google Business Profiles now allow more specific information for age-restricted products, enhancing the ability of businesses to market products like adult material and tobacco.
    • Notable Quote:
      Alex [29:12]: "Google Business profile targets age-restricted products with more specific content."

11. Canonical URLs Signals

    • Discussion: Google uses approximately 40 signals to determine canonical URLs, emphasizing the importance of correctly implementing canonical tags to avoid mixed messages.
    • Notable Quote:
      Alex [30:56]: "Just don't screw it up and you'll be fine."

12. WordPress AI Acquisition

    • Discussion: Automatic Acquired WP AI, a service integrating AI capabilities into WordPress, is anticipated to make waves in upcoming months as more AI-driven plugins emerge.
    • Notable Quote:
      Carolyn [31:25]: "2025 is going to be interesting for AI and SEO and WordPress."

Extended Q&A Session

1. AI in Photoshop Images (Shauna's Question)

   • Question: Will AI-expanded images in Photoshop face SEO penalties or bans due to metadata?
   • Response:
     Alex [34:49]: "Is it going to trigger a label? That depends on Photoshop."
     Carolyn [35:38]: "There's no penalty unless it's duplicate content."

2. SEO Variables vs. Manual Titles (Toren's Question)

   • Question: Should SEOs use automated SEO variables for titles or manually input them for consistency?
   • Response:
     Alex [36:31]: "Set default behaviors using variables and override manually when necessary."

3. Foundational SEO Strategy in 2025 (Meg's Question)

   • Question: What should be the core focus for SEO strategies amidst evolving AI and Google updates?
   • Response:
     Carolyn [38:10]: "Focus on being helpful, honest, transparent, and maintaining white-hat SEO practices."
     Alex [40:43]: "Elevate your EAT (Expertise, Authoritativeness, Trustworthiness) to be a source for AI citations."

4. Importance of Websites in AI Search Landscape (Derek's Question)

   • Question: How crucial are websites as definitive information sources with the rise of AI-driven search?
   • Response:
     Carolyn [41:36]: "Websites remain vital as they are the primary sources AI references."
     Alex [43:14]: "Maintaining authoritative websites ensures continued citation and visibility."

5. Adding Videos to Product Pages (Johnny's Question)

   • Question: What SEO considerations should be made when embedding videos on product pages?
   • Response:
     Alex [46:58]: "Utilize Yoast's video add-on and implement video sitemaps."
     Carolyn [47:27]: "Ensure videos are helpful, clear, and complement the surrounding text for context."

6. Dealing with Google’s Helpful Content Update (HCU) (Lee's Question)

   • Question: After the HCU, what can be done to have Google recognize a website as worth ranking?
   • Response:
     Alex [49:53]: "Improve content quality to avoid being classified as unhelpful and consider technical adjustments like subdomains."
     Carolyn [52:30]: "Ensure your site does not trigger Google's unhelpful content classifiers."

7. Schema Markup in SEO and AI (Don's Question)

   • Question: How important is schema markup for the future of SEO in an AI-driven landscape?
   • Response:
     Carolyn [52:59]: "Schema remains foundational for structured data, making it easier for search engines to interpret content."
     Alex [55:27]: "If implementing schema is straightforward, do so to enhance data clarity."

8. Geo Search Through AI Bots (David's Question)

   • Question: What is the current state of geo-search optimization when using AI bots like ChatGPT, and are there any training offerings?
   • Response:
     Alex [56:41]: "Focus on EAT and provide authoritative content to be cited by AI. Training resources are available through Yoast’s AI for SEO academy."

Upcoming Announcements and Resources

• New Product Features: Carolyn and Alex tease upcoming Yoast product announcements slated for post-Christmas, urging listeners to stay tuned.

• Resources Mentioned:

  • AI for SEO Training: Available through the Yoast academy for premium tool subscribers.

  • Ask Yossi Platform: For unanswered questions, accessible at Yoast.com/ask-yossi.

  • Yoast SEO Subreddit: For community discussions and additional support.

Conclusion

Wrapping up the year's final episode, the Yoast SEO team expresses gratitude to listeners, highlights the extensive coverage of SEO and AI developments, and anticipates an exciting 2025. They extend holiday wishes and encourage engagement through upcoming webinars and community platforms.

Notable Closing Quote:
Alex [60:09]: "Happy holidays, everyone."

Key Takeaways

• AI Integration: AI continues to reshape SEO practices, from metadata in images to AI-driven browsing experiences.

• Google's Evolving Landscape: With frequent core updates and new metrics, maintaining a consistent, high-quality user experience is paramount.

• Content Authority: Establishing EAT remains crucial for being recognized as a reliable source by both search engines and AI platforms.

• Structured Data: Implementing schema markup is essential for enhancing content clarity and ensuring optimal SEO performance.

• Adaptability: Staying informed and adaptable to emerging SEO trends and AI advancements will be key to sustaining online visibility and authority.