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opportunities to “recycle” data we already have to find new and different insights. Think about it–if you’re working at a full-service agency, your overall team may have access to a client’s Google Analytics and Adwords, SEMRush, STAT, HotJar, SurveyMonkey, SpyFu, Twitter Analytics, etc.

To get started on connecting utilizing other teams’ data, you have to pay attention to what the other teams are doing.

the key to integration

t’s possible to estimate how much traffic you’ll lose or gain from Google SGE. We propose an open SGE Impact Model, which anyone can implement using an Excel spreadsheet.

In a study of 23 websites, the aggregate organic traffic drop as a result of SGE was 18-64%. Our study focused on websites in the technology industry, with traffic mainly from informational keywords. There is large variance inside our sample, with some websites gaining as much as 219% in traffic while others are losing as much as 95%. See the results of the study.

t’s possible to optimize pages to appear in SGE snapshot carousels

Having tested ChatGPT, I have to agree that the fear of search being replaced with a chatbot is not unfounded

Why we care. Economic uncertainty has kept marketing budgets flat (or even reduced) and put greater focus on SEO this year.

Google has warned against using AI-generated content for years – although that guideline has softened in 2023. Now, Google cares less whether a human or AI writes your content, as long as your content is helpful to people and not created to manipulate the search results. 

For every $1 put into SEO today, organizations can find compounded benefits over time, resulting in greater ROI, Yu said.

Creating things other humans who use ChatGPT prompts can’t (or won’t) create is the only path forward. In my experience, the three biggest advantages human creators have over AIs (for now) are: Emotion – ChatGPT can’t be vulnerable. It isn’t scared. It feels no empathy, nor can it convey true regret. It isn’t humble or prideful, distraught or loving. When you prompt it to communicate using these emotions (e.g. “Say that again, but more empathetically?”), the results feel inauthentic. Spicy autocomplete almost never elicits the emotional weight that good, human writers can. Novelty – If an idea, a bit of data, a data source, an amalgamation of information, or an event didn’t exist before 2021, ChatGPT isn’t going to produce content about it. Technically, it can create new works, but these will always be derivative. If you ask ChatGPT what to write about to please an audience of X, it can only tell you what they might have cared about in the past. Creative Insight – After reading the output of a LLM AI, you will almost never hear someone exclaim “Oh my god… that’s a great point!” or “Whoa… I’ve never thought of it that way.” Nor will you see the AIs get artistic or inspirationally motive with their replies. “Oooo… I just thought of a great way to visualize that,” or “I bet we could make a really cool video game based on that premise,” aren’t responses the machines can compete with (yet).

55% of queries have more than 3 words 70% of queries have no exact keyword match 20% of queries in a given day have not been seen in the previous 90 days

Logged in vs. non-logged in When you’re logged in to KWT, you could get up to 1,000 queries. When you’re not logged in to KWT, you only get up to 100 queries

Google Suggest Keyword Tool uses Google Suggest, on top of a lot of other metrics.