AdTech Operators Must Prioritize Technical SEO Amid Google's AI Shifts

The canonical practice

Make the useful answer easy for the right person to discover and trust.

What the current news changes

The shift towards AI Mode and potential removal of traditional tabs signals a need for operators to double down on technical SEO best practices, ensuring their clients' content remains accessible and trustworthy to both users and search engines.

What to do now

1. Audit and optimize website technical SEO, focusing on site speed, mobile-friendliness, and structured data implementation
2. Develop a content strategy that emphasizes clear, concise information and leverages structured data to enhance AI understanding
3. Monitor Google's AI Mode updates and adjust paid media strategies accordingly, ensuring seamless user experiences across platforms

Sources

• Google Says Technical SEO Remains Key For AI SEO via @sejournal, @martinibusterSearch Engine Journal · searchenginejournal.com
• Google tests removing other tabs from AI Mode headerSearch Engine Watch · searchenginewatch.com
• Your buyers are sending agents. Will they recommend your brand?Marketing Dive · marketingdive.com
• 20 Zero Click Marketing Questions Everyone’s AskingSparkToro · sparktoro.com
• Down To The Wire To Acquire; Meta Wants To Be TV, TooAdExchanger · adexchanger.com
• Why JCPenney is taking on deal fatigue for its holiday campaignMarketing Dive · marketingdive.com
• People Inc. is building custom APIs to make its journalism easier for AI agents to useDigiday · digiday.com
• Giggly Squad’s SiriusXM deal signals a shift from podcast networks to creator ecosystemsDigiday · digiday.com
• Meta hires bipartisan political teamSocial Media Today · socialmediatoday.com
• Google Says Changing tCPA & Budgets Won’t Reset Learning – 6 BFCM Takeaways via @sejournal, @siliconvallaeysSearch Engine Journal · searchenginejournal.com

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