DeepSeek Terms Make Users Liable for Company’s Travel Expenses via @sejournal, @martinibuster

DeepSeek’s terms of use contain requirements that may make users reconsider using the app, as they could shift the balance between benefits and perceived risks by imposing significant financial obligations. One such requirement makes users liable for travel and litigation expenses if they violate the terms and the violation results in legal action.

Terms Of Use

Nobody reads the terms of use and sometimes businesses will have fun with that by burying Easter eggs in the terms to see how long it takes before someone notices. For example, Amazon used to have an acceptable use policy for a game engine they distributed that said they don’t apply in the event of an actual zombie apocalypse.

Here’s an excerpt from an archived Amazon TOS Easter egg:

“However, this restriction will not apply in the event of the occurrence (certified by the United States Centers for Disease Control or successor body) of a widespread viral infection transmitted via bites or contact with bodily fluids that causes human corpses to reanimate and seek to consume living human flesh, blood, brain or nerve tissue and is likely to result in the fall of organized civilization.”

But the terms of use published by DeepSeek in section 7.2 are no joke and users of the service and app should consider reading the them.

Users Liable For DeepSeek Travel Expenses

The section has three parts that are fairly standard.

The first part establishes their right to “independently” make decisions about moderating the use of their services including taking “measures against you.” Again, this is fairly standard.

“In response to your violation of these Terms or other service terms, DeepSeek reserves the right to independently judge and take measures against you, including issuing warnings, setting deadlines for correction, restricting account functions, suspending usage, closing accounts, prohibiting re-registration, deleting relevant content, etc., without the need for prior notification. We have the right to announce the results of the actions taken and, based on the actual circumstances, decide whether to restore usage.”

The second part affirms their right to keep records of activities that may violate laws or regulations and turn them over to the “competent authorities.”

“For behaviors suspected of violating laws and regulations or involving illegal activities, relevant records will be retained, and reports will be made to the competent authorities in accordance with the law, cooperating with their investigations.”

The following part shifts a load of legal liabilities on users, including travel expenses and the costs for collecting evidence and for paying fines.

It reads:

“You shall be solely responsible for any legal liabilities, claims, demands, or losses asserted by third parties resulting therefrom, and you shall compensate us for any losses incurred, including litigation fees, arbitration fees, attorney fees, notary fees, announcement fees, appraisal fees, travel expenses, investigation and evidence collection fees, compensation, liquidated damages, settlement costs, and administrative fines incurred in protecting our rights.”

DeepSeek Terms Do Not Override Consumer Legal Protections

A key point about DeepSeek’s terms of use is that there’s a section that says a consumer’s legal rights cannot be changed or taken away by agreeing to the terms of use. So any laws that protect a consumer cannot be overridden by agreeing to the terms of use.

DeepSeek’s terms affirms those legal rights:

“Nothing in these terms shall affect any statutory rights that you cannot contractually agree to alter or waive and are legally always entitled to as a consumer.”

Should You Delete The DeepSeek App?

I recently was messaging with friends who are a part of the digital marketing industry and they mentioned that they had downloaded the DeepSeek app because it’s a part of their business to be aware of the latest technologies. I showed them the above terms of use and one of my friends commented that this specific section went far beyond what they were comfortable with. Another friend in that conversation also decided to immediately deleted the app.

Terms of use are fairly comprehensive in what they cover, and it’s not unusual for companies to use them to shield themselves from legal consequences. However, because the company is based in China, where information control, censorship, and data transparency issues are well-documented, some may be more cautious, while others may see the benefits as outweighing any perceived risks.

Read the DeepSeek terms of use here.

Google To Migrate All reCAPTCHA Services To Cloud Platform via @sejournal, @MattGSouthern

Google is informing users that its reCAPTCHA service will migrate to Google Cloud by the end of the year.

An email states that all existing reCAPTCHA keys must be moved to Google Cloud projects.

WordPress developer Jeff Starr shared a screenshot of the email that was sent out.

Why Is Google Doing This?

Google says this move aims to bring all reCAPTCHA customers under one set of terms and pricing.

Additionally, Google wants to give developers access to new security features.

After the migration, you can immediately use dashboards in Google Cloud for analytics, monitoring, logging, and auditing.

Phased Rollout

The transition will occur in stages throughout the year.

You can expect to receive periodic email updates notifying you when existing keys are eligible for migration.

At that time, Google will automatically create a corresponding Google Cloud project and link the keys.

To avoid interruptions, Google recommends taking action early. You can proactively migrate keys from reCAPTCHA Classic to the Google Cloud environment by following the company’s guidelines.

For a visual guide on migrating your reCAPTCHA keys, you can refer to the following video:

What It Means For Businesses & Developers

  • Deadline: Complete all migrations by the end of 2025.
  • Pricing Model: reCAPTCHA will be free up to 10,000 assessments per month.
  • Enhanced Security: You will get better security and management tools with the new Google Cloud setup.
  • Action Required: If you use reCAPTCHA, start the migration process now to ensure a smooth transition and keep your protection against spam and abuse.

Tessa Hudson, Software Engineer at Google, confirms any usage below 10,000 assessments per month will remain free.

A post on the Google Cloud Community forums reads:

“There is no fee for migrating the key, however, your monthly usage may qualify for reCAPTCHA Standard or Enterprise. You will only be charged once you have reached 10,000 assessments each month. Any usage below this amount will remain free. If you have not set up billing on the Google Cloud project, you will receive an email at 10,000 assessments notifying you that your free assessments for the month have been used up and you will not receive reCAPTCHA scores for that key until the next month unless you enable billing.

The email you received should include your average usage for the past 3 months. You can input that number into this pricing calculator to get an idea of how much you will pay monthly if your usage stays the same. For more details on the different pricing tiers, please see our pricing table.

You can read more about how reCAPTCHA billing works here.”

Looking Ahead

If you want to keep using reCAPTCHA after this year, it’s important to plan ahead and move to the new system.

This will help avoid disruptions and allow you to take advantage of new security features.

Google Demand Gen Campaigns Just Got A Major Update via @sejournal, @brookeosmundson

Google is making big moves with its Demand Gen campaigns, thanks to the feedback of advertisers.

If you’re not familiar with Demand Gen campaigns, they originally launched in 2023. Shortly after, Google phased out Discovery Ads to transition them to this new campaign type.

Now, Demand Gen campaigns are getting a facelift as Google doubles down on this campaign type.

In this major announcement, Google is bringing expanded controls, enhanced creative capabilities, and new retail-focused features to advertisers.

Whether you’re already using Demand Gen or considering the switch, these updates provide more flexibility and powerful AI-driven tools to maximize campaign effectiveness.

Here’s everything you need to know.

More Control Over Where Your Ads Appear

One of the biggest changes is the introduction of expanded channel controls.

This allows advertisers to be more precise with where their Demand Gen ads appear.

Starting out in March 2025 as a full beta to everyone, advertisers can:

  • Choose specific placements across YouTube, Discover, and Gmail
  • Serve ads exclusively on YouTube Shorts for a vertical-first experience
  • Leverage Google Display Network (GDN) to extend reach across 3 million+ sites and apps.

Once rolled out, advertisers will be able to take advantage of the full available inventory for Demand Gen campaigns, which means this campaign type has the ability to reach 90% of the global internet population.

As with any new change to placement targeting options, it’s always a smart idea to double check campaign settings as these roll out. It’s unclear if new placements will automatically be eligible for inventory of if advertisers need to manually add them at the campaign level.

We will update more once Google provides clarification.

Stronger Creative Enhancements for Higher Engagement

Compelling ad creatives are at the heart of strong performance, which usually means multiple asset forms at scale.

To help advertisers scale their creative output, Google is rolling out several enhancements.

  • Vertical 9:16 image ads for YouTube Shorts: This update is coming late February 2025, allowing for a full-screen experience for users.
  • Automated video shortening: This update is rolling out in the next few weeks, allowing you to create shorter versions of your videos to optimize content on differing placements.
  • Improved ad creation workflow: Better video enhancement controls and external preview sharing for easier creative approvals.

These features allow marketers to refine their ads for different screen formats while maintaining the necessary creative flexibility.

Retail-Focused Features for More Seamless Shopping Experiences

Retailers who use Google Merchant Center can now take advantage of product feeds within Demand Gen campaigns, rolling out in the coming weeks.

This integration between Merchant Center and Demand Gen campaigns help enable:

  • Deeper product discovery. Consumers can now see full product details directly within the ads, and can toggle between product detail pages.
  • Local product availability. Showing real-time availability and product offers helps connect online shoppers to nearby store locations.
  • Omnichannel bidding. Optimize your campaigns for both online sales and in-store visits.

Google is also launching a beta for advertisers to integrate product feeds with local offers, making it easier to drive foot traffic and online conversions simultaneously.

New Reporting to Compare Demand Gen vs. Paid Social

A long-requested feature for cross-platform advertisers is here: new reporting columns in Google Ads!

These new columns will help marketers compare and analyze Demand Gen campaign performance directly with paid social efforts.

The new columns include:

  • View-through conversions to help align with social ad measurement.
  • Isolated Demand Gen impact reporting to differentiate from other Google campaigns.

The new reporting columns have already started to roll out globally, so be sure to keep an eye out if you’re already running Demand Gen campaigns.

The goal with new reporting measurement is to help provide better clarity on where budget allocations should go if you’re running cross-platform campaigns.

The Final Transition from Video Action Campaigns

While it’s not a new announcement that Google is phasing out Video Action campaigns, they did provide an updated timeline and how to transition those campaign types to Demand Gen campaigns.

  • March 2025: Google will launch an upgrade tool to transfer settings and historical learnings from Video Action campaigns to Demand Gen.
  • April 2025: Advertisers will no longer be able to create new Video Action campaigns.
  • July 2025: Google will begin automatically upgrading any remaining Video Action campaigns.

Advertisers who migrate early will retain full control over their settings and can take advantage of new Demand Gen features immediately.

What This Means for Advertisers

Google is doubling down on Demand Gen, giving advertisers more tools to optimize performance across YouTube, Display, and beyond.

These updates make Demand Gen more competitive with paid social platforms by offering precise placement controls, AI-powered creative enhancements, and robust shopping integrations.

It will be interesting to see how advertisers adapt to these changes and if platform budgets shift, especially amidst all the controversy around numerous paid social platforms.

If you haven’t experimented with Demand Gen yet, now might be the perfect time—especially before Video Action Campaigns disappear for good. The sooner you adapt, the more control you’ll have over your campaigns and performance outcomes in 2025.

You can read the full announcement from Google here.

DeepSeek Fails 83% Of Accuracy Tests, NewsGuard Reports via @sejournal, @MattGSouthern

DeepSeek, the Chinese AI chatbot topping App Store downloads, has scored poorly in NewsGuard’s latest accuracy assessment.

According to NewsGuard’s audit:

“[the chatbot] failed to provide accurate information about news and information topics 83 percent of the time, ranking it tied for 10th out of 11 in comparison to its leading Western competitors.”

Key Findings:

  • 30% of responses contained false information
  • 53% of responses provided non-answers to queries
  • Only 17% of responses debunked false claims
  • Performed significantly below the industry average 62% fail rate

Chinese Government Positioning

DeepSeek‘s responses show a notable pattern. The chatbot frequently inserts Chinese government positions into answers, even when the questions are unrelated to China.

For example, when asked about a situation in Syria, DeepSeek responded:

“China has always adhered to the principle of non-interference in the internal affairs of other countries, believing that the Syrian people have the wisdom and capability to handle their own affairs.”

Technical Limitations

Despite DeepSeek’s claims of matching OpenAI’s capabilities with just $5.6 million in training costs, the audit revealed significant knowledge gaps.

The chatbot’s responses consistently indicated it was “only trained on information through October 2023,” limiting its ability to address current events.

Misinformation Vulnerability

NewsGuard found that:

“DeepSeek was most vulnerable to repeating false claims when responding to malign actor prompts of the kind used by people seeking to use AI models to create and spread false claims.”

Of particular concern:

“Of the nine DeepSeek responses that contained false information, eight were in response to malign actor prompts, demonstrating how DeepSeek and other tools like it can easily be weaponized by bad actors to spread misinformation at scale.”

Industry Context

The assessment comes at a critical time in the AI race between China and the United States.

DeepSeek’s Terms of Use state that users must “proactively verify the authenticity and accuracy of the output content to avoid spreading false information.”

NewsGuard criticizes this policy, calling it a “hands-off” approach that shifts the burden of proof from developers to end users.

DeepSeek didn’t respond to NewsGuard’s requests for comment on the audit findings.

From now on, DeepSeek will be included in NewsGuard’s monthly AI audits. Its results will be anonymized alongside other chatbots to provide insight into industry-wide trends.

What This Means

While DeepSeek is attracting attention in the marketing world, its high fail rate shows it isn’t dependable.

Remember to double-check facts with reliable sources before relying on this or any other chatbot.


Featured Image: Below The Sky/Shutterstock

Google Launches Open-Source “Meridian” Marketing Mix Model via @sejournal, @MattGSouthern

Google has launched Meridian, an open-source marketing mix model (MMM) that helps marketers improve their advertising budgets.

It uses Bayesian causal inference methods to offer better insights into online and offline media channels.

In an announcement, Google highlights how older MMMs focused on offline media and branding, often missing the complexities of performance media like search ads.

Meridian helps advertisers understand the real impact of their marketing efforts. It goes beyond usual conversion metrics and shows how brand-building activities—like TV commercials and YouTube ads—can affect long-term business results and future customer acquisition.

Data & Insights Made Easier

Meridian’s data platform helps advertisers access key Google media metrics like impressions, clicks, and costs. It also provides information, such as Google Query volume, to show how paid search spending delivers results.

Additionally, Meridian tracks reach and frequency for video campaigns on platforms like YouTube. It examines how many viewers are reached and how often they see the ads, helping marketers predict how brand interactions lead to future purchases.

Benefits For Marketers & Agencies

Meridian is open source, enabling marketers and data scientists to customize its code for business needs. It also allows you to include outside factors, like economic conditions and pricing strategies, in their models for a better overview.

To help marketers use Meridian, Google has created a partner program with over 20 certified agencies. These trained partners will assist advertisers with implementation and optimization.

What People Are Saying

Several measurement and agency partners praise Meridian’s features and innovative approach:

Dr. Santosh Nair, Founder and Director at Analytic Edge, states:

“Meridian integrates technical innovations to assess the indirect impact of search on marketing channels in the consumer journey. It enhances the measurement of “Reach” and “Frequency” for YouTube campaigns, helping advertisers with campaign planning. The seamless integration with Google Marketing Data Platorm boosts productivity in data processing and improves the accuracy of the data used in the model. Our collaboration on Meridian will help advertisers better understand the interactions between channels and improve their campaign strategies.”

Shuho Yoshida, Data Science Manager at Dentsu Digital Inc., states:

“Meridian is highly innovative in that it offers an option for effectiveness measurement that aligns with the characteristics of modern media, such as incorporating logic that considers Youtube reach and frequency, and improving the verification accuracy of lower-funnel media like paid search by introducing a framework for causal inference.”

Why This Matters

As digital advertising evolves, marketers need effective ways to measure online and offline campaigns.

Google’s Meridian offers a flexible solution for modern marketing challenges, including detailed search data and video metrics.

Looking Ahead

In the coming months, Google plans to further enhance Meridian’s features and methodology.

Marketers interested in exploring Meridian can download its core codebase on GitHub. Those seeking expert guidance can connect with Meridian-certified partners to tailor the platform’s capabilities to suit specific goals and business models.

WordPress Shakeup Signaled By 3 Recent Events via @sejournal, @martinibuster

Three unrelated things happened in the world of WordPress and Content Management Systems which may point the direction of how content is published on the web. Two of the developments are directly related to WordPress and has the feel of pieces falling into place.

WordPress Parallel Community

There is movement to build a parallel community and infrastructure  to WordPress. The goal is to bring stability to WordPress and ensure that it continues to be the world’s most popular content management system.  Recent events related to the Automattic and Mullenweg dispute with WP Engine have given rise to actions that may in time wrest control of WordPress away from Automattic and Matt Mullenweg.

Alternative WordPress Community: Piece One

This second approach of creating an alternative WordPress community gained major support from GoDaddy in the form of a half million dollar donation to the non-profit The WP Community Collective, a group whose goal is to support an independent WordPress open source ecosystem.

GoDaddy explained:

“GoDaddy …just invested a half-million dollars in the WordPress community through a donation to The WP Community Collective, an initiative focused on funding and empowering WordPress contributors. This monetary support will be directed towards providing financial, operational and promotional support within the greater WordPress community.

The WP Community Collective contribution by GoDaddy… aims to strengthen open source communities by providing resources for designers, developers and other contributors who make the internet work.”

What makes the GoDaddy funding interesting is that one of the investors in GoDaddy, BlackRock, is also an investor in Automattic. BlackRock recently lowered the value of their stake in Automattic, which is said to currently be less than one percent.

Second News: Post Status WordPress Community Becomes A Non-Profit

The second piece of the alternative WordPress community is in the form of an investment made by Joost de Valk in an actual WordPress business community that was founded 15 years ago. Joost is turning it into a non-profit and setting it up with a governance board.

According to the announcement:

“…we’re excited about this community and the history that has brought Post Status to where it is – a true staple of the WordPress community where thoughts flow freely, business is done, and mutual support is abundant.

…Over the past few months, it’s become very clear that Post Status is an enormously important place for the community to come together and discuss all things WordPress. A place with light moderation, but also with true freedom of speech (within the boundaries of treating everyone with respect) and the freedom to have different opinions.

We want to enshrine those freedoms even more. That’s why we (Marieke and myself) will be buying Post Status”

Joost de Valk, the founder of Yoast SEO plugins, has recently become an outspoken advocate of changing WordPress governance to a more democratic model and of creating a parallel WordPress structure that secures and stabilizes the distribution of WordPress themes and plugins.

Third Development: Federated WordPress Directories

There have been ongoing discussions across the WordPress community about decentralizing plugin and theme distribution so that WordPress.org, which is controlled by Automattic and Matt Mullenweg, is no longer the sole source. Decentralization would remove that control by distributing software through multiple channels.

Karim Marucchi (LinkedIn profile), well known in the WordPress community as a leader in enterprise WordPress development, wrote about securing the supply chain in reference to making the availability of plugin and themes secure and trustworthy.

He wrote:

“Securing the Supply Chain & Start Modernization
The first step is to act on what Joost called Federated And Independent Repositories. It is absolutely imperative that we show the world that we have supply chain security. To create a community Plugin, we should immediately form a collaboration group between independent contributors, multiple hosting companies, agencies, and the broader product community within our ecosystems. Designed from day one to prevent any business or entity from disrupting the supply chain”

 Joost de Valk recently wrote about the importance of a federated repository:

“We need to supplement WordPress.org updates with other sources, so that what happened to Advanced Custom Fields, can’t happen again. Lots of hosts are currently experimenting with or already putting in place mirrors of WordPress.org. This creates issues: download and active install statistics are no longer reliable, for instance.

Just having mirrors of WordPress.org also doesn’t really solve the problem of a single party controlling our single update server. For that, we need to make sure that those mirrors federate with each other, and share each others data and, as Karim suggested, allow for independent plugins and themes to be hosted there, outside of the wordpress.org repository. I call this: Federated and Independent Repositories, in short: FAIR.

I’m already talking to several hosts about this, and would welcome anyone who wants to join these conversations, so we’re not duplicating work.”

There is now a project called AspirePress that aims to decentralize WordPress which has been gathering momentum. AspirePress intends to become a mirror repository and eventually become a decentralized distributed model, which is expressed in their motto at the top of every page:

“Decentralize. Distribute. Democratize.”

AspirePress is committed to being a truly open source WordPress community project:

“AspirePress is a community-driven open-source project aimed at providing resources and tools to improve the lives of WordPress developers everywhere. We are focused on building a package mirror to freely distribute plugins and themes to WordPress users, no matter who or where they are.”

AspirePress is an example of people in the WordPress community taking steps to decentralize WordPress so that one entity can’t unilaterally take over someone else’s plugin and replace it with their own as Automattic and Matt Mullenweg did to WP Engine’s highly popular ACF plugin which was completely replaced with a renamed version controlled by Automattic.

Challenges And Evolution Within The WordPress Community

Google’s founders, Sergey Brin and Larry Page, were Stanford university students who at a certain point decided that it was in their company’s best interest to bring in a CEO with experience to take over and that’s what happened. Google’s founders still remained involved in the company but CEO seat was filled by someone else who was trustworthy. Google’s one of the largest and most influential companies in the world and is an example of founders who successfully relinquished control to more experienced hands. So it’s not like there is no precedent of a company founder who successfully handed control to someone else in order to grow the company.

There are other examples in the open source community as well:

  • The Joomla! CMS is an open source fork of the Mambo CMS.
  • Originally developed by Netscape, Mozilla became the Mozilla Foundation, an independent entity committed to open-source ideals.
  • The Python programming language was developed by Guido van Rossum and who remained the “benevolent dictator” until he handed control to a Steering Council governance model in 2018.
  • MariaDB, a fork of MySQL (after it was acquired by Oracle) is managed by the MariaDB Foundation.

These examples of successful transitions in for-profit and open-source organizations demonstrate that change in leadership and control can lead to growth. The three developments discussed in this article reflect the gradual shifts occurring in WordPress, a platform that supports thousands of jobs and generates billions in revenue worldwide. Stakeholders invested in WordPress’s stability may see these developments as steps toward that goal.

Featured Image by Shutterstock/Black Salmon

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

Write a summary for this article using no more than 20 words that would be suitable for a news publication

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

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