Is SEO dead? Not according to Google.
Google recently addressed concerns about whether AI is rendering traditional SEO obsolete.
While AI has reshaped search technologies, foundational SEO practices like content relevance and technical optimization are still critical. However, SEO strategies must now adapt to this evolving landscape.
Can AI Be Environmentally Friendly?
“Leading tech giants, other companies, and utilities are expected to spend an estimated ~$1tn on capex in the coming years, including significant investments in data centers, chips, other AI infrastructure, and the power grid. This aggressive expansion is fueling an unprecedented surge in demand for electricity.”
How can we still use AI and remain environmentally friendly?
An article from the World Economic Forum provides a list of ways that you can be conscious of AI consumption:
- Determine proper use cases: Is your project something that you need to use AI for?
- Choose the right algorithm:
- “The process of training an algorithm greatly affects the energy consumption level. If, for example, you have an algorithm that translates from language A to B, you can optimize the algorithm in a way that would only require less than 100 hours of training. Or, you could use a brute-force trial-and-error algorithm and increase the compute by approximately 250,000 hours.”
- Predict and track carbon footprint outcomes: some companies are including their carbon footprint for users to see, so you can check to see if the tool you are using has that information available.
- Consider renewable energy and sustainable lifestyles adjustments: evaluate if there are other areas of your life that you can adjust. Is composing available in your area? Do you make sure to turn off your lights when you’re not home? There are a lot of ways to offset your personal carbon footprint!
Read more from weforum.org’s resources on emerging technologies and sustainability.
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Meta’s advertising metrics are under scrutiny
The U.C Supreme Court is allowing a $7 billion class-action lawsuit against Meta to proceed which alleges that Facebook and Instagram inflated their ad reach metrics. It is estimated they overestimated by as much as 400% which raises questions about the transparency of social media advertising metrics.
This case highlights the need for independent verification of ad performance metrics. By using tools and techniques that provide unbiased insights into campaign performance, advertisers can better understand their ROI and avoid over-reliance on platform-reported data. Prioritize platforms that prioritize transparency and consider diversifying your marketing channels to mitigate risks.
Read more from Search engine land >
The scrutiny of Meta’s advertising practices is a stark reminder that advertisers need to prioritize accountability and data accuracy. Independent verification tools can provide clarity and confidence in your marketing decisions, ensuring you get the most out of your ad spend.
Takeaways:
- SEO: Ensure your website remains competitive by focusing on AI-compatible practices like structured data and high-quality content.
- Ads: Partner with platforms that provide clear, accurate advertising metrics. Use independent tools to verify ad performance:
- Google analytics 4: Track website performance and campaign returns
- Hotjar: Analyze user behavior with heatmaps and session recordings
- Microsoft clarity: Gain insights into how users interact with your site
- Hubspot: Monitor campaign performance alongside CRM data
- DoubleVerify: Ensure ad viewability, brand safety, and fraud protection.
Whether you’re rethinking your SEO strategy or auditing your ad performance metrics, now is the time to take action. The tools and strategies mentioned in this newsletter are just the beginning—let’s make sure your digital marketing efforts are built to thrive this year. Get in touch with our analytics team or learn more about our paid ad services.
