Google AI Overviews Found In 74% Of Problem-Solving Queries via @sejournal, @MattGSouthern

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A new report shows that AI Overviews (AIOs) in Google’s search results are uncommon but significantly affect visibility and user engagement.

Authoritas’s study examines how generative AI Overviews impact organic search performance. In December, the team analyzed search data for 10,000 keywords across seven U.S. industries.

The report highlights the growing impact of AI Overviews and explains trends, user intent, and the search volume levels that trigger AI-driven results.

Key Findings

1. AI Overviews Appear In Less Than One-Third of Searches

AI Overviews appeared for 29.9% of the 10,000 keywords studied but made up only 11.5% of the total search volume.

High-volume keywords are less likely to have an AI Overview than mid-range search terms, with monthly search volumes between 501 and 2,400. About 42% of keywords in this mid-range featured an AI Overview.

Takeaway: While AI Overviews are limited in overall presence on search engine results pages (SERPs), they are more common for mid-volume queries. This indicates that there are opportunities in areas with lower competition.

2. Industry and User Intent Are Major Influencers

Telecommunications had the highest percentage of keywords linked to AI Overviews at 56%, while Beauty and Cosmetics had the lowest at 14%.

Queries aimed at solving problems or asking specific questions most often triggered AI Overviews at rates of 74% and 69%, respectively.

Conversely, navigational queries, like searching for a specific website, rarely resulted in AI Overviews. This shows that AI Overviews focus on general information rather than direct navigation.

Takeaway: Content that answers questions or solves problems is more likely to appear in AI Overviews. Brands in more straightforward industries should explore topics where complexity or perceived risk drives research.

3. Non-Brand Terms More Likely to Produce AI Overviews

About 33.3% of non-brand searches show an AI Overview, while only 19.6% of brand searches do.

Brand searches usually happen closer to purchasing, but AI Overviews for informational brand queries can still help shape how people view a brand.

Takeaway: AI Overviews might slow potential customers’ buying process, but they can help influence how users see a brand in the early and mid-decision-making stages.

4. Impact on Traditional Organic Results

When you expand the AI Overview on desktop by clicking “Show more,” the page moves down by about 220 pixels. This shift often lowers organic search results on the screen.

On mobile devices, only one or two organic listings are visible without scrolling, making it harder for SEO professionals.

Takeaway: Since AI Overviews occupy significant space at the top of the search results page, brands must find ways to stay visible. They should focus on appearing in the AI Overview’s answer links and the regular organic results below.

5. Overlap with Traditional Rankings

High-ranking URLs are likelier to appear in AI Overviews, but this isn’t always true.

About half of the top-ranking pages are included in AI Overviews, and some pages outside the top ten may appear too.

Featured Snippets often coexist with AI Overviews. If you have a Featured Snippet, there’s a better than 60% chance you’ll also be mentioned in the AI Overview.

Takeaway: A high rank or Featured Snippet doesn’t guarantee an AI Overview link, but optimizing for these can improve your chances. To remain competitive, keep producing clear and authoritative content.

6. Trust & YMYL (Your Money or Your Life) Topics

Websites known for their expertise, especially in finance and healthcare, are commonly included in AI Overviews.

In contrast, despite having strong rankings in search results, sites like Reddit and Quora are mentioned less often in AIOs.

Takeaway: Websites with reliable voices, verified information, and trustworthy content will likely be cited in AI Overviews.

Conclusion

AI Overviews are still relatively new, but their impact is significant, especially for common or problem-solving questions.

If your website is in an industry requiring detailed research or high stakes, you may see more AI Overviews and tougher competition for top citations.

Even if you don’t see many AI Overviews in your area now, this could change as Google improves its language models and collects more user information.

For SEOs and advertisers, there are two main concerns:

  1. Determine which terms or user intents attract AI Overviews and adjust your content or advertising strategies accordingly.
  2. Keep focusing on essential practices, like optimizing for Featured Snippets and E-E-A-T signals. This will increase your chances of being cited in the context of AI Overview.

The complete study and accompanying whitepaper offer more granular insights into the appearance of AI Overviews.

Wix Shares How To Optimize Enterprise Marketing via @sejournal, @martinibuster

Search Engine Journal spoke with Paula Ximena Mejia, VP of Enterprise Marketing at Wix, about building high-performing enterprise marketing teams. She shared actionable strategies to achieve marketing goals and identify what holds a team back.

The discussion focused on multiple topics, including:

  • Telltale signs of misaligned goals and inefficiencies
  • How to overcome resource constraints
  • Stakeholder engagement to improve collaboration
  • Tech audits
  • Best way to use of AI in a marketing team

Reasons For Inefficiencies In Marketing Teams

Emailing with Paula about enterprise marketing she made it clear that marketing inefficiencies arise from losing focus of the overall goal. What she describes can happen almost silently and affect the productivity and success of marketing teams without hardly noticing what’s going on.

Paula shared:

“Marketing teams frequently encounter inefficiencies because they lose track of the goal. There’s a reason why certain activities are designed and executed but throughout that process, the end goal can be lost. It’s important to eliminate siloed information, bottlenecks in workflows, and challenges in managing limited resources to keep eyes on the prize and end goal.”

How To Address Misaligned Goals

Misaligned goals is something that affects marketing teams of all sizes. Over a career spanning over 20 years this is something I’ve seen quite a bit as a consultant for B2B enterprise corporations all the way to smaller offices. It’s easy to be consumed by the process and mistake them for goals.

I asked Paula what a company can do to avoid misaligned goals and one of things she touched on is pursuing trends that don’t align with broader priorities. She also mentioned “cross-functional collaboration” which is about getting employees that specialize in different areas to work together successfully on the same project.

She shared:

“Misaligned goals often emerge from unclear communication or when teams pursue trends that don’t align with broader organizational priorities. To avoid this, managers and team leads should focus on defining clear, measurable objectives that tie directly to business outcomes. It’s the project manager or team leads’ important role to make sure they understand senior leadership goals and establish processes for regular goal alignment by reviewing initiatives across teams and ensuring everyone is on the same page.

Cross-functional collaboration is key. Engaging stakeholders early in strategy discussions can unify the team’s direction.

Finally, leverage data analytics to measure progress and refine strategies, ensuring that efforts are always aligned with business goals.”

Telltale Signs Of Inefficiencies And Misaligned Goals

Are collaborative inefficiencies and misaligned goals problems that an organization is typically unaware of? Paula shared the warning signs to watch for.

“Many organizations remain unaware of inefficiencies or misalignments until they manifest as missed deadlines or underperforming campaigns. It’s not uncommon for management to lose touch with some of the more day-to-day challenges so it’s important for them to be in constant communication with their teams about some of the below:

  • Keeping project timelines
  • Number of rounds of revisions which is commonly due to unclear communication
  • And inconsistent messaging across campaigns.

Additionally, if teams are experiencing burnout or higher-than-average turnover, it’s a clear indication that resource constraints or inefficient processes need to be addressed.”

Overcoming Resource Restraints

Resource constraints are a common challenge, there is only so much a team can handle, right? I asked her if there is a framework or steps for helping a team get up and over those challenges.

Paula advised:

“Overcoming resource constraints begins with evaluating your team’s current bandwidth, skills, and tools to identify gaps. From there, it’s important to prioritize high-impact projects and delay or eliminate lower-priority tasks to free up resources.

Structuring your team effectively is another step. Cross-functional teams provide agility, while specialists offer expertise in niche areas, so choose a structure that aligns with your goals.

Outsourcing can also be a practical solution, allowing you to tap into external expertise without overburdening your team. Conducting a tech audit is essential to ensure your tools are optimized and integrated, eliminating redundancies and automating repetitive tasks.

Lastly, continuously reviewing and refining team processes helps maintain adaptability and efficiency as market conditions evolve.”

That last part about a tech audit is an interesting bit of advice. Sometimes there’s a better tool that can make life easier for a marketing team.

Where Does AI Fit Into Enterprise Marketing?

Speaking of tools that marketing teams can use, I next asked her how AI fits into a high functioning marketing team. She said that AI use is often a siloed task.

Paula shared:

“Marketing teams are still navigating how to leverage AI to its fullest potential. We use it all the time for specific tasks but it’s often a siloed task.

The main thing I’m looking forward to this year is seeing AI tools that enable better cross collaboration across marketing teams. It’s important to approach AI as a tool that can help, and not use it to replace the human touch and creativity. The key is to strike a balance—use AI to enhance your processes while maintaining critical human judgment.

As a marketer we’re still the ones in the driver’s seat and we have the responsibility to ensure that AI is being used correctly – and delivering quality.”

I had recently listened to a podcast she participated in where she talked about AI silos, so I asked her to elaborate on how that affects marketing and for her advice on improving collaboration with teams that are using AI.

She answered:

“AI silos occur when individual teams or employees adopt AI tools independently without collaboration or integration. This leads to fragmented processes, duplicated efforts, and inconsistent outputs, all of which undermine marketing efficiency. The impact can prevent teams from leveraging shared insights and can create disjointed campaigns.

To address this, organizations can centralize their AI strategy by appointing a project owner to oversee its implementation. Standardizing tools and processes ensures consistency, while cross-team training helps employees understand how to use AI collaboratively.

Establishing regular check-ins to share insights and results can further strengthen teamwork and ensure that AI is driving value across the organization.”

Advice For Building A High-Functioning Marketing Team

Misaligned goals happen when teams prioritize trends or their own narrow objectives that may not align with the overall priorities of the project.

Engaging stakeholders at the start of a project to establish shared objectives is key to keeping the entire team working together toward the same goal. Analytics can help track performance, help identify marketing gaps and identify where to refine a strategy to make it work better.

Tech audits is a brilliant suggestion because it can improve the ability to reach objectives and milestones. Careful implementation of AI is important to ensure that the team is using it collaboratively instead of in silos.

There’s a lot more to unpack in that interview, it may be useful to read it twice.

Featured Image by Shutterstock/Golden Sikorka

Perplexity AI Deploys Chinese DeepSeek AI Model via @sejournal, @martinibuster

Perplexity AI has integrated the new Chinese DeepSeek AI model into their offerings, allowing their Pro level users to use DeepSeek for their Perplexity AI research. Some in the public reacted negatively to the news.

Perplexity AI

Perplexity AI is San Francisco based AI search engine that offers a different way to search for information by leveraging web content and large language models. There is also a Pro Search version that allows unlimited file uploads, can generate images and offers a choice between multiple popular AI models like OpenAI o1 and Anthropic’s Claude 3.5.

Now it’s offering DeepSeek R1 as one of the available choices for Pro Users. The announcement was met with misconceptions about what was being offered, including unfounded accusations that Perplexity DeepSeek data would be accessible to the Chinese communist government and that the search results would be censored.

Aravind Srinivas, Cofounder and CEO of Perplexity, commented on LinkedIn about the controversy:

“All DeepSeek usage in Perplexity is through models hosted in data centers in the USA and Europe. DeepSeek is *open-source*. None of your data goes to China.”

The CEO also took to X (formerly Twitter) to reassure users that the model they are using is not censored, posting a screenshot of an uncensored response to demonstrate that the version of DeepSeek R1 in use at Perplexity is not censored

Screenshot Of Uncensored Perplexity AI DeepSeek R1

Is DeepSeek Self-Hosted Censored?

Anyone can download the DeepSeek AI model and use it locally but the model as-is will be censored since it’s only good as the data it was trained on. The Register downloaded and tested multiple models of DeepSeek and concluded that it is indeed censored:

“Is it censored?
Oh yeah. It is. Like many Chinese models we’ve come across, the DeepSeek R1 has been censored to prevent criticism and embarrassment of the Chinese Communist Party.

Ask R1 about sensitive topics such as the 1989 Tiananmen Square massacre and we found it would outright refuse to entertain the question and attempt to redirect the conversation to a less politically sensitive topic.

…Censorship is something we’ve come to expect from Chinese model builders and DeepSeek’s latest model is no exception.”

However, as Perplexity AI’s CEO Aravind Srinivas showed, the model can be uncensored. Contrary to some commenters on the LinkedIn discussion, a self-hosted model does not phone home back to China, everything is contained within the local environment.

Featured Image by Shutterstock/gguy

Advertising Dependency: How To Create Marketing Resilience via @sejournal, @Kevin_Indig

Advertising can pull your company forward like an 18 wheeler, but it can also create a risky dependency that backfires when you need to reduce budgets or reduce advertising spend.

Think about it like over-watering a plant. Too much of a good thing can be a bad thing.

Lately, I’ve encountered a lot more companies that need to pull paid budgets back and struggle to hit the growth targets as a result.

The solution to this problem is simple: a safety net of organic channels that catches you when you need it. But making it happen is hard.

Tough Waters

Screenshot from layoffs.fyi, January 2025

Channel diversification is the thing you didn’t know you needed until you realize you need to cut budget and you’re too dependent on a single channel. I could be SEO, too.

Lately, budget and people cuts have become the norm:

  1. Big tech companies have conducted mass layoffs to navigate tougher market waters. Over 150,000 tech workers were laid off in 2024 alone.1
  2. Marketing budgets dropped by an average of 15% in 2024 compared to 2023, and minus 26% compared to 2019.2
  3. Higher interest rates make it harder to raise money, unless you’re an AI startup right now, which means that it’s harder to grow as aggressively with advertising.

The frivolous spending times are over. And as a company, you need to build resilience, like an investor who diversifies their portfolio – even though some of their assets have grown really well.

Reducing Your Ad-diction

The common approach to ad spend is to either ramp it up as long as your lifetime value is higher than your customer acquisition cost and net retention is positive, or you simply exhaust your available budget. Often, it’s both.

But the position you actually want to be in is one where you could quickly cut 20-30% of the advertising budget and still grow. That is true resilience.

And resilient companies deliver 150% higher growth, according to a McKinsey analysis.

Screenshot from mckinsey.com, January 2025

McKinsey found that:

During times of economic uncertainty, marketing is more important than ever. Instead of trimming, companies can empower their CMOs to adopt an investor mindset.

By eliminating inefficient spend and reinvesting it in high growth areas, resilient marketers will weather pending storms while also creating opportunities to rebound stronger.3

Channel Diversification

Image Credit: Kevin Indig

When I looked at the channel mix of sites in the biggest industries, I found that B2B enterprise and SaaS companies get much more direct and referral traffic, but less from social marketplaces have the highest percentage of organic traffic, while D2C companies lean mostly on paid.

Remedy

To diversify from advertising, you need to inevst in organic channels like SEO, content marketing, organic social, organic YouTube, etc. Organic channels require only fixed instead of marginal costs like advertising budget.

So, your investment becomes more efficient because returns can scale even without investing more money.

On top of that, organic channels can make paid channels more efficient (e.g., Search), even when you don’t need to reduce budgets.

The challenge is that organic channels take a while to build and don’t have as crisp attribution as paid channels.

The best framework for balancing paid vs. organic channels is earned, owned, and paid.

Image Credit: Kevin Indig
  • Earned channels are the ones where you need to put in the work for additional visibility.
  • Owned channels are the ones that are already yours; they just need to be optimized.
  • Side notes: Your product is the most forgotten-owned channel. You can drive new customers with user referral loops and retention tactics, which, in return, also makes you less dependent on advertising to bring in new customers.
Image Credit: Kevin Indig

To prioritize the right organic channels, measure where your audience is against audience size.

First, find out where your audience is by looking at high-affinity websites in SparkToro, survey your existing customers, or analyze which channels/platforms send you referral traffic in your web analytics tool of choice.

Then, find out the audience size per channel. For example, if you have a highly engaged audience on Reddit but the most relevant subreddit has only 1,000 members, it might be smarter to go after SEO if your relevant keywords have a promising search volume.

A very common sequence of channels that I found to be successful is to prioritize product referrals, then invest in SEO plus email, then in organic YouTube, and then look at alternative channels.

What’s important is to define very clear criteria for when a channel is established based on its impact on the bottom line so you can explore the next one.

Trimming

The most efficient approach to cutting advertising budgets I found is to start with branded terms and paid search.

Many companies spend millions of dollars to bid on their own brand, but it’s not always necessary.

Incrementality testing can reveal that organic search can catch the majority of brand traffic just as well when the product is known enough.

We did large incrementality tests across our product portfolio back at Atlassian and noticed that known products like Jira don’t need paid spend on branded terms. Organic does the job just as well.

Efficient cutting also factors in where your audience is. In SaaS, you commonly cut paid search last and social first. But in commerce, it might be the other way around.

However, the biggest mistake that I see companies make is to cut off brand advertising entirely. You still need brand awareness to feed performance channels and SEO.

Higher paid spend doesn’t always translate into more or better traffic. Two examples I found are Salesforce and Shopify.

Salesforce ramped up paid spend significantly in Q4 but didn’t see a proportionate traffic increase.

Shopify shows a similar pattern, just that its paid spend has grown over the last two years.

These trends don’t have to be bad, and both companies have a diversified channel mix.

They just show that advertising returns can fluctuate, and having optionality is critical to survive the winters so you can enjoy the summers.

Image Credit: Kevin Indig
Image Credit: Kevin Indig

1 Source

2 Gartner CMO Survey Reveals Marketing Budgets Have Dropped to 7.7% of Overall Company Revenue in 2024

3 Beyond belt-tightening: How marketing can drive resiliency during uncertain times


Featured Image: Paulo Bobita/Search Engine Journal

10 SEO tips for your Valentine’s Day sale

Valentine’s Day is an interesting shopping event for ecommerce stores. Customers are looking for gifts that help express their love for one another, with flowers, jewelry, and other interesting options. It’s a great opportunity to attract and convert online shoppers. Here are some SEO tips to help make the most of your Valentine’s Day sale!

Table of contents

Start preparing early

As with most sales, you need to plan ahead. Begin planning your Valentine’s Day SEO strategy as early as possible. Ideally, you’d start several months in advance. Research keywords related to Valentine’s Day and your industry to see what comes up. When the sale comes, you’ll be inspired and have new ways to promote your products. If you set up gift guide pages, do so in advance so search engines have enough time to index your pages. This increases your chance to rank when the shopping rush begins.

Create a landing page specifically for your Valentine’s Day sale. Use it to highlight your best deals and popular items that make great gifts. Keep the URL simple and undated so that you can update and reuse it yearly. This approach helps you build SEO value over time while keeping backlinks intact. It also makes your seasonal campaigns easier to manage in the future.

It doesn’t have to be just jewelry or flowers; there are plenty of interesting gift options, like tea

Optimize your product pages

Your product pages will probably see the most traffic and conversions, so be sure to optimize them. Use proper related keywords in the places where they make sense, but don’t overdo it. For example, instead of “Rose bouquet,” try “Classic rose bouquet for Valentine’s Day.” Yoast SEO for Shopify or WooCommerce SEO can help you do this.

Consider conveying that your products are made with a good heart without relying on traditional red heart symbolism. This could involve creative descriptions, imagery, or design elements that convey a sense of warmth, kindness, and generosity without being overtly literal.

As always, add high-quality images to your sales pages with descriptive alt-text, such as “red roses for Valentine’s Day delivery.” This will make your product pages more accessible and understandable for search engines. If you sell jewelry, create specific pages with phrases like “Valentine’s Day jewelry sale.”

When you have options to deliver your product, include the final delivery date in your communication to build trust and ensure customers receive their items on time.

an valentines day seo example from a lego gift guide featuring a bouquet build
Lego published a great gift guide on its site, including great images and content

Create gift guides and seasonal content

Content marketing drives traffic to your site. Good content can help shoppers find the perfect gift. For SEO purposes, Valentine’s Day gift guides can serve well. Make guides like “Top 10 gifts for her” or “Romantic ideas for Valentine’s Day.” In these guides, link to the proper product pages to make it easy for shoppers to buy the listed products.

Keywords like “Unique Valentine’s Day gift” or “Valentine’s Day flower delivery” work well in blog content. There are plenty of relevant content ideas. For instance, you could create themed infographics or videos to share on social media.

Focus on local SEO for delivery or pick-up

Is your business locally oriented, and do you offer local delivery or in-store pick-up? Optimize your sales for local searches! Edit your Google Business Profile and add details about your Valentine’s Day sales, opening hours, and local delivery options. Don’t forget to use location-specific keywords in your content.

Build a bond with your customers and encourage them to leave reviews. Positive reviews are an important part of building your local business. Use local SEO properly to attract customers needing last-minute Valentine’s Day gifts or same-day delivery. 

Social media is a great tool for promoting your Valentine’s Day deals. Remember to post appealing images of your products, such as flower arrangements, gift boxes, or jewelry. Depending on your business, Instagram and Facebook are especially good for showcasing your Valentine’s gifts. You might even try TikTok if you’re good at video content. TikTok even published a guide to help you with your Valentine’s Day sale. 

Remember to think about influencers who like your brand. Influencers can create authentic content to drive traffic to your site. Be sure to include special offers to make them actionable.

Use user-generated content

Social media is also a great place to encourage customers to share their Valentine’s Day experiences with your products. Ask them to post photos of the gifts they purchased, the stories of how they were received, or even a review of the experience of buying from your store. You could even create a branded hashtag and promote it in your social media and email campaigns.

As your website is the focal point, remember to add these posts to it. User-generated content helps build trust and acts as social proof. It’s great for potential customers to see that other customers have had an excellent experience with your business. Seeing happy customers share photos of their Valentine’s Day flower arrangements or jewelry gifts can help others do the same. In addition, you are creating a human connection with your customers.

It’s not just about inspiring customers to want to buy but also about getting them to buy it. Special offers help shoppers complete that last step. Create urgency with limited-time deals, such as “20% off Valentine’s Day gifts for 48 hours.” You can also offer free shipping or discounts on bundles for couples.

Don’t forget to use your email newsletters to announce these promotions. Write subject lines like “Valentine’s Day sale — Shop the perfect gift now” to grab attention and get clicks to your site.

an example of a jewelry store using seo to build rankings and good pages
For a jewelry store, this is always a busy time, so it needs to come prepared

Add festive details to your website

A subtle way to get shoppers in the mood for Valentine’s Day is to add small festive design elements to your store. For example, you can update banners, landing pages, and CTA buttons with a subtle Valentine’s theme, such as hearts or pink and red color schemes. But be sure to keep it subtle. 

You can directly link your Valentine’s Day landing page or related content from your website’s header navigation during the sale to improve your SEO. Many ecommerce stores use dynamic navigation to feature seasonal categories like “New In,” “Back to School,” or “Holiday Deals.” Adding a Valentine’s section makes it easy for shoppers to find your offers quickly.

Some people like to shop at the last moment, so please also cater to them. You can always offer digital gift cards and same-day delivery services. Highlight these offers prominently on your website with phrases like “Still looking? Get it today!” or “Instant Valentine’s Day gifts.” 

PPC ads like “last-minute Valentine’s Day gifts”  in search or on social media help target people needing an urgent solution. It’s a quick and easy solution to get sales from customers running out of time. 

an seo example of a last-minute valentine's day sale at harry and david
You won’t be the only one looking for last-minute Valentine’s gifts!

Track and adjust your strategy

Last but not least, monitor the campaign’s performance. Use analytics and internet marketing tools to track keyword rankings, traffic, and conversions. Find out which products or pages perform well and adjust your strategy where needed. For example, if certain keywords like “Valentine’s Day exclusive jewelry sale” drive traffic, create more content around those topics.

Keep an eye on your competitors, too. If they offer something unique, consider how you might adapt your approach.

That’s it for Valentine’s Day SEO

Planning and great content are the most important things to make your Valentine’s Day sale successful. A targeted campaign can attract more shoppers to your store. Optimize your product pages, create engaging content, and promote your offers via social media and email campaigns. Now, you’ll be ready to turn the season of love into a successful sales season.

Coming up next!

How Digital Has Changed Branding 

This edited extract is from Digital Branding by Daniel Rowles ©2025 and is reproduced and adapted with permission from Kogan Page Ltd.

If you could only get a feel for someone’s personality by them telling you things about themselves, we may end up with a very shallow understanding of them.

We may also have difficulty believing in the personality that has been constructed – and we may start to question the motivations behind what they are telling us about themselves.

That is exactly the situation of commercial branding that uses broadcast channels such as TV.

A personality is sculpted, and then we are told what the personality is. We don’t get to discuss, engage with, and really understand the true personality.

Digital media now means, however, that the conversation is no longer one way. I can challenge, ask questions, and develop a truer picture of the brand. I can see through a sculpted brand and start to see it for what it truly is.

This can be a scary thing for many traditional brands. It can also be a huge opportunity.

AI And Branding

Artificial intelligence (AI) has had a profound impact on the world around us in very recent months and years.

Things that were science fiction, or at least extremely difficult to do unless you had sufficient expertise and resources, are now made possible with tools available to everyone.

These AI-based tools and their application can have a huge impact on our digital branding.

This can be as simple as giving us the opportunity to create a better user experience by using machine learning to help us optimize a website experience (for example, by giving somebody content that is customized for them specifically) or by generating an image that follows our brand guidelines using generative AI.

However, beyond these AI tools that help us become more efficient and more effective, we also find ourselves faced with new risks and ethical challenges.

Let’s take a real-world example. Using a low-cost tool like Eleven Labs, I can create a completely convincing deepfake of my own voice. I can then type in any text I want and get the deepfake voice to read that text.

The voice sounds exactly like me, and I can even generate the same speech multiple times, and each time it will sound slightly different and have ever so slightly different intonation, just as I would if I read the same thing multiple times.

To test the quality of this voice, I replaced a segment of me speaking on the Digital Marketing Podcast, which has over 150,000 listeners. Nobody noticed.

So if I can deepfake myself, do I need to even bother recording podcasts anymore? Do I need to inform my listeners?

Legally, I don’t have to, but I would suggest ethically I should. If I trust you, and I suddenly find that after listening to your voice for some time, that it wasn’t really you, it will damage my trust.

AI gives our brands a huge amount of tools to improve what we do, but we also need to be careful how and when we use these tools, so we don’t damage the trust in our brands.

Any use of AI needs to be done mindfully, considering the impact it may have.

Global Soapbox

If a brand is essentially the personality of something, digital media gives us the ability and opportunity to understand the true personality of something.

We can then use that understanding to help guide us in our decision-making processes.

This is a great opportunity from a customer point of view.

For example, it means that instead of being put on hold for an hour when phoning a call centre and having little choice but to tolerate it, I can now go straight to one of many social media channels and make my frustrations very clear and very visible.

I now have a global soapbox with access to all of the other potential customers out there, and I can impact a global organization’s brand in a way that was not possible before (or, at least, was incredibly difficult).

That highly visible complaint then becomes part of other people’s brand perception (fairly or not), and suddenly, the years of building a brand can be tumbled very quickly.

This is a very much changed environment for businesses to operate in – if they ignore this change, then it can lead to problems.

This ability to engage with and research into a brand can also be looked at from an even simpler point of view.

Perhaps I am researching buying a car or a B2B service. I can now do a lot of research and inform my decision before I speak to the car dealership or service vendor.

When I do make this final step, I am far more informed and have developed a fairly in-depth perception of the brand before I engage directly with them.

In fact, from the information I gleaned online, I may have opted out from even considering certain brands.

That information may have been on a third-party website in the form of a review or comment from someone I have never met, but I may trust it over the voice of the brand itself.

Social Media Fail

This fast-changing environment and the slow pace of businesses to adapt to it is leading the social media disaster stories that we see on a daily basis online.

Most social media disasters demonstrate a lack of knowledge of how to practically use a particular social media channel or show a belief that the brand can manipulate the channel in some way and get away from this need for authenticity and transparency.

The other common theme is that of failing to understand the changed role of the brand in this two-way conversation.

Traditional Brand Metrics

Traditionally, a brand has been measured by asking questions and trying to judge what someone thinks of a brand, and trying to work out what this means in regard to potential sales.

There is a wide range of different ways of looking at this, but generally, we would take some sort of sample survey of our audience and see what their attitudes were before and after exposure to some form of marketing.

This survey would ask a range of questions, and there are lots of different approaches, but fundamentally, we would look to answer the following questions:

  • Are you aware of the brand?
  • Do you like the brand?
  • Do you intend to buy the brand?
  • If you have purchased, do you intend to do it again?

Essentially, we are assuming that if we can get more people to answer positively to each of these questions, we are likely to get more sales.

This can still be an extremely valid process, but only when effectively integrated into an overall approach.

Sum Of All Experiences

Essentially, digital branding is the personality of our organization, service, or product created by the sum of all experiences that an individual has with that brand.

This still includes things such as visual identity, but now also includes much more important and influential touchpoints such as social media interactions and online reviews.

Your logo may make you recognizable, but it is your overall brand that decides what I remember you for.


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Featured Image: Roman Samborskyi/Shutterstock

Google Confirms Alt Text Is Not Primarily An SEO Decision via @sejournal, @martinibuster

Google’s John Mueller shared Jeffrey Zeldman’s Bluesky post reminding publishers and SEOs of proper alt text usage, including a link to the W3C decision tree for guidance. The most important takeaway is that the decision process for alt text is not primarily an SEO decision.

The W3C (World Wide Web Consortium) is an international standards making body for the Internet. A lot of the guidance that Google provides about how Googlebot crawls HTML and treats server response codes are based on the web standards developed by the W3C, so it’s always a good idea to go straight to the source to understand exactly how to deploy HTML (like alt text) because doing it the right way will very likely align with the same standards that Google is using.

A decision tree is basically a decision making tool or diagram that asks a yes or no question. If the answer is “no” then the tree leads to another branch. Answering “yes” leads to a node that advises on what to do. The purpose of the W3C Alt Text decision tree is to guide publishers and SEOs on the proper use of alt text, which is for accessibility.

The decision tree that Zeldman linked to has five questions:

  1. Does the image contain text?
  2. Is the image used in a link or a button, and would it be hard or impossible to understand what the link or the button does, if the image wasn’t there?
  3. Does the image contribute meaning to the current page or context?
  4. Is the image purely decorative or not intended for users?
  5. Is the image’s use not listed above or it’s unclear what alt text to provide?

Google’s John Mueller Affirms Proper Use Of Alt Text

John Mueller did a repost on Bluesky with the additional insight that the decision making process for alt text is not “primarily” an SEO decision, meaning that accessibility should be the first consideration when deciding how to use alt text.

This is what John Mueller said about alt text:

“The choice of ALT text is not primarily an SEO decision.

If you like working with structured processes, check out, bookmark, share, and use this decision tree of when & what to use as ALT text, when it comes to accessibility.”

Zeldman’s post praised the simplicity of the decision tree:

“So straightforward, so good. An ALT text decision tree. “

Someone else posted a link to an interactive version of the decision tree called the “Alt text decide-o-matic” which is a different way to interact with the decision tree.

Check out the W3C Alt text decision tree here or try the decide-o-matic to become better acquainted with alt text best practices and become a better SEO and publisher in the process.

Featured Image by Shutterstock/Master1305

Useful quantum computing is inevitable—and increasingly imminent

On January 8, Nvidia CEO Jensen Huang jolted the stock market by saying that practical quantum computing is still 15 to 30 years away, at the same time suggesting those computers will need Nvidia GPUs in order to implement the necessary error correction. 

However, history shows that brilliant people are not immune to making mistakes. Huang’s predictions miss the mark, both on the timeline for useful quantum computing and on the role his company’s technology will play in that future.

I’ve been closely following developments in quantum computing as an investor, and it’s clear to me that it is rapidly converging on utility. Last year, Google’s Willow device demonstrated that there is a promising pathway to scaling up to bigger and bigger computers. It showed that errors can be reduced exponentially as the number of quantum bits, or qubits, increases. It also ran a benchmark test in under five minutes that would take one of today’s fastest supercomputers 10 septillion years. While too small to be commercially useful with known algorithms, Willow shows that quantum supremacy (executing a task that is effectively impossible for any classical computer to handle in a reasonable amount of time) and fault tolerance (correcting errors faster than they are made) are achievable.

For example, PsiQuantum, a startup my company is invested in, is set to break ground on two quantum computers that will enter commercial service before the end of this decade. The plan is for each one to be 10 thousand times the size of Willow, big enough to tackle important questions about materials, drugs, and the quantum aspects of nature. These computers will not use GPUs to implement error correction. Rather, they will have custom hardware, operating at speeds that would be impossible with Nvidia hardware.

At the same time, quantum algorithms are improving far faster than hardware. A recent collaboration between the pharmaceutical giant Boehringer Ingelheim and PsiQuantum demonstrated a more than 200x improvement in algorithms to simulate important drugs and materials. Phasecraft, another company we have invested in, has improved the simulation performance for a wide variety of crystal materials and has published a quantum-enhanced version of a widely used materials science algorithm that is tantalizingly close to beating all classical implementations on existing hardware.

Advances like these lead me to believe that useful quantum computing is inevitable and increasingly imminent. And that’s good news, because the hope is that they will be able to perform calculations that no amount of AI or classical computation could ever achieve.

We should care about the prospect of useful quantum computers because today we don’t really know how to do chemistry. We lack knowledge about the mechanisms of action for many of our most important drugs. The catalysts that drive our industries are generally poorly understood, require expensive exotic materials, or both. Despite appearances, we have significant gaps in our agency over the physical world; our achievements belie the fact that we are, in many ways, stumbling around in the dark.

Nature operates on the principles of quantum mechanics. Our classical computational methods fail to accurately capture the quantum nature of reality, even though much of our high-performance computing resources are dedicated to this pursuit. Despite all the intellectual and financial capital expended, we still don’t understand why the painkiller acetaminophen works, how type-II superconductors function, or why a simple crystal of iron and nitrogen can produce a magnet with such incredible field strength. We search for compounds in Amazonian tree bark to cure cancer and other maladies, manually rummaging through a pitifully small subset of a design space encompassing 1060 small molecules. It’s more than a little embarrassing.

We do, however, have some tools to work with. In industry, density functional theory (DFT) is the workhorse of computational chemistry and materials modeling, widely used to investigate the electronic structure of many-body systems—such as atoms, molecules, and solids. When DFT is applied to systems where electron-electron correlations are weak, it produces reasonable results. But it fails entirely on a broad class of interesting problems. 

Take, for example, the buzz in the summer of 2023 around the “room-temperature superconductor” LK-99. Many accomplished chemists turned to DFT to try to characterize the material and determine whether it was, indeed, a superconductor. Results were, to put it politely, mixed—so we abandoned our best computational methods, returning to mortar and pestle to try to make some of the stuff. Sadly, although LK-99 might have many novel characteristics, a room-temperature superconductor it isn’t. That’s unfortunate, as such a material could revolutionize energy generation, transmission, and storage, not to mention magnetic confinement for fusion reactors, particle accelerators, and more.

AI will certainly help with our understanding of materials, but it is no panacea. New AI techniques have emerged in the last few years, with some promising results. DeepMind’s Graph Networks for Materials Exploration (GNoME), for example, found 380,000 new potentially stable materials. At its core, though, GNoME depends on DFT, so its performance is only as good as DFT’s ability to produce good answers. 

The fundamental issue is that an AI model is only as good as the data it’s trained on. Training an LLM on the entire internet corpus, for instance, can yield a model that has a reasonable grasp of most human culture and can process language effectively. But if DFT fails for any non-trivially correlated quantum systems, how useful can a DFT-derived training set really be? We could also turn to synthesis and experimentation to create training data, but the number of physical samples we can realistically produce is minuscule relative to the vast design space, leaving a great deal of potential untapped. Only once we have reliable quantum simulations to produce sufficiently accurate training data will we be able to create AI models that answer quantum questions on classical hardware.

And that means that we need quantum computers. They afford us the opportunity to shift from a world of discovery to a world of design. Today’s iterative process of guessing, synthesizing, and testing materials is comically inadequate.

In a few tantalizing cases, we have stumbled on materials, like superconductors, with near-magical properties. How many more might these new tools reveal in the coming years? We will eventually have machines with millions of qubits that, when used to simulate crystalline materials, open up a vast new design space. It will be like waking up one day and finding a million new elements with fascinating properties on the periodic table.

Of course, building a million-qubit quantum computer is not for the faint of heart. Such machines will be the size of supercomputers, and require large amounts of capital, cryoplant, electricity, concrete, and steel. They also require silicon photonics components that perform well beyond anything in industry, error correction hardware that runs fast enough to chase photons, and single-photon detectors with unprecedented sensitivity. But after years of research and development, and more than a billion dollars of investment, the challenge is now moving from science and engineering to construction.

It is impossible to fully predict how quantum computing will affect our world, but a thought exercise might offer a mental model of some of the possibilities. 

Imagine our world without metal. We could have wooden houses built with stone tools, agriculture, wooden plows, movable type, printing, poetry, and even thoughtfully edited science periodicals. But we would have no inkling of phenomena like electricity or electromagnetism—no motors, generators, radio, MRI machines, silicon, or AI. We wouldn’t miss them, as we’d be oblivious to their existence. 

Today, we are living in a world without quantum materials, oblivious to the unrealized potential and abundance that lie just out of sight. With large-scale quantum computers on the horizon and advancements in quantum algorithms, we are poised to shift from discovery to design, entering an era of unprecedented dynamism in chemistry, materials science, and medicine. It will be a new age of mastery over the physical world.

Peter Barrett is a general partner at Playground Global, which invests in early-stage deep-tech companies including several in quantum computing, quantum algorithms, and quantum sensing: PsiQuantum, Phasecraft, NVision, and Ideon.

The Download: China’s DeepSeek, and useful quantum computing

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

How a top Chinese AI model overcame US sanctions

The AI community is abuzz over DeepSeek R1, a new open-source reasoning model. 

The model was developed by the Chinese AI startup DeepSeek, which claims that R1 matches or even surpasses OpenAI’s ChatGPT o1 on multiple key benchmarks but operates at a fraction of the cost.

DeepSeek’s success is even more remarkable given the constraints facing Chinese AI companies in the form of increasing US export controls on cutting-edge chips. But early evidence shows that these measures are not working as intended. Rather than weakening China’s AI capabilities, the sanctions appear to be driving startups like DeepSeek to innovate in ways that prioritize efficiency, resource-pooling, and collaboration. Read the full story.

—Caiwei Chen

Useful quantum computing is inevitable—and increasingly imminent

—Peter Barrett is a general partner at Playground Global, which invests in early-stage deep-tech companies

On January 8, Nvidia CEO Jensen Huang jolted the stock market by saying that practical quantum computing is still 15 to 30 years away, at the same time suggesting those computers will need Nvidia GPUs in order to implement the necessary error correction. 

However, history shows that brilliant people are not immune to making mistakes. Huang’s predictions miss the mark, both on the timeline for useful quantum computing and on the role his company’s technology will play in that future.

I’ve been closely following developments in quantum computing as an investor, and it’s clear to me that useful quantum computing is inevitable and increasingly imminent. And that’s good news, because the hope is that they will be able to perform calculations that no amount of AI or classical computation could ever achieve. Read the full story.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 AI pioneers are clashing over its potential dangers  
Yann LeCun, Meta’s AI chief scientist, has branded experts’ grave warnings hypocritical. (FT $)
+ AI’s biggest cheerleaders tend to know the least about it. (Wired $)
+ How existential risk became the biggest meme in AI. (MIT Technology Review)

2 This surveillance tech could enable Donald Trump’s deportation plans
From mass biometric databases to phone jailbreaking tools. (NYT $)
+ It really doesn’t have to be like this. (The Atlantic $)
+ Trump has declared policing the US-Mexican border his “number one issue.” (FT $)
+ He’s ordered the end of the CBP One border migration app. (MIT Technology Review)

3 The European Union is watching Big Tech like a hawk
It’s concerned about disinformation spreading ahead of next month’s German election. (Bloomberg $)

4 Trump’s meme coins are bad news for the crypto industry
The community was hoping the President would legitimize cryptocurrency, rather than leaning into its scammier side. (WP $)
+ It’s a blow to the fans hoping he’ll ‘make Bitcoin great again.’ (The Guardian)
+ Trump’s biggest supporters stand to lose the most from his crypto grift. (Vox)

5 AI is helping to pin down what caused the Los Angeles wildfires 
Determining the truth could take months. AI is speeding that process up. (Wired $)

6 Elon Musk’s gaming skills are under fire
Hardcore gamers are questioning how he was seemingly playing during Trump’s inauguration. (NYT $)

7 The European Medicines Agency has had enough of X
And has moved to Bluesky instead. (Reuters)

8 Vietnam is deploying robots to help run its postal service
Including delivering parcels and sorting packages in warehouses. (Rest of World)

9 Startups are in for a rough year
Thousands of companies were funded between 2020 and 2021. Now, plenty are shutting down. (TechCrunch)
+ Gaming startups in the UK are struggling for cash. (BBC)

10 A newly-discovered asteroid turned out to be Musk’s Tesla Roadster
The car and its mannequin driver have been floating in space since 2018. (USA Today)
+ The world’s next big environmental problem could come from space. (MIT Technology Review)

Quote of the day

“I think within five years, nobody in their right mind would use them anymore.”

—Yann LeCun, Meta’s chief AI scientist, says he believes that the technologies powering the current wave of large language models will soon become obsolete, TechCrunch reports.

The big story

How culture drives foul play on the internet, and how new “upcode” can protect us

August 2023

From Bored Apes and Fancy Bears, to Shiba Inu coins, self-­replicating viruses, and whales, the internet is crawling with fraud, hacks, and scams.

And while new technologies come and go, they change little about the fact that online illegal operations exist because some people are willing to act illegally, and others fall for the stories they tell.

Ultimately, online crime is a human story. But why does it work, and how can we protect ourselves from falling for such schemes? Read the full story.

—Rebecca Ackermann

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ I can’t believe these albums were released 50 years ago: featuring Bob Dylan, Donna Summer, and The Boss.
+ What one man’s search for happiness taught him about himself.
+ More twins are being born than ever before—but why? 👯
+ Wolfgang Amadeus Mozart was born on this day in 1756. Enjoy this stunning piano concerto in his honor!

Plain-English Guide to Shopify Liquid

Liquid is Shopify’s template engine that brings backend store data to the public-facing front-end. Merchants who understand Liquid can unlock new store customizations without needing a developer.

In this article, I will explain the basics.

Liquid is a bridge between a store’s content and how it’s displayed. The template resides in a file with the .liquid suffix for every page or section. Hence main-product.liquid contains the product template.

Screenshot of the main-product.liquid code.

The product template resides in main-product.liquid. Click image to enlarge.

Shopify organizes files based on what they do. For example, the “sections” folder contains files defining entire parts of a site, such as headers or a product gallery. The “snippets” folder applies to smaller components, such as buttons or a specific design element.

Snippets can reside in section folders. A merchant could create a custom button in a snippet file and include it in the section folder, for example. To place “snippet_name.liquid” inside “main-product.liquid,” I would position my cursor at the right point in the product file and add {% render ‘snippet_name’ %}.

Syntax

Liquid functions with defined terms and phrases — a syntax.

Variables

Variables are the representation of dynamic information. For example, {{ product.title }} dynamically displays the title of the product. Note how Liquid uses double curly braces ( {{ }} ) to pull the variable information.

Objects

Objects are collections of data. Examples include product, collection, and customer.

  • product holds all the information about a specific product, such as title, ID, description, and price. To display a product’s price, create a variable {{ product.price }} where product is the object and price is the property. Shopify publishes a list of all product object properties.
  • collection represents a group of products, such as a category. Pull information from the collection object for every product assigned to it or for assigned information such as title, description, and product count. Here’s Shopify’s list of collection properties.
  • customer contains info about the logged-in user, such as name, email address, physical address, marketing consent, and order preferences. Here are all customer properties.

Tags

Tags add logic to Liquid code via two main types, “control flow” and “iteration.”

Control-flow tags drive logic, such as if/else statements.

{% if product.available %}
This product is in stock!
{% else %}
Sorry, this product is out of stock.
{% endif %}

Iteration tags repeat actions, such as looping through products in a collection.

{% for product in collection.products %}
{{ product.title }}
{% endfor %}

Filters

Filters transform the data Liquid retrieves. For example:

  • {{ product.title | upcase }} displays the product title in uppercase letters.
  • {{ product.price | times: 1.2 }} increases the price by 20%.

Custom Message Example

Here’s a real-life example. Imagine you want to display a custom message on your product pages under the title when an item is in stock or out of stock.

Here’s how to do it.

  1. In the Shopify admin, navigate to Online Store > Themes > Actions (left button with dots …) > Edit Code.
  2. Find and open the main-product.liquid file from the sections folder.
  3. Search {%- when ‘title’ -%} using (Ctrl + F) to locate the title.

Position the cursor under the closing /div and add:

{% if product.available %}

This product is available! Get it while stocks last!

{% else %}

Sorry, this product is currently out of stock.

{% endif %}
Screenshot of code for adding the custom message.

Add a custom message when an item is in stock or out of stock. Click image to enlarge.

Save and preview. Save your changes and preview the store. In this example, shoppers will see a green message when an item is in stock and a red message when out of stock.

The message “Sorry, the product is currently out of stock” appears in red. Click image to enlarge.

Getting Started

Experimenting and testing is the best way to learn.

  • Back up your theme. Always duplicate your theme before changing it. Click Actions > Duplicate in the Themes section of the admin.
  • Use Preview mode. Shopify allows previews of changes before taking them live.
  • Start small. Begin with minor changes.

For more on Liquid, see: