Hi there,

Yes, this newsletter is a day late.

I figured I'd catch you after Thanksgiving, while you're lying on the couch recovering:)

Did you enjoy your celebration with family and friends?

I hope you'll enjoy what I've got lined up for you today:

• Chrome 'sell off' & Google's decline
• How To Prepare for the Future of SEO
• November Core Update news
• Websites won't matter (much)

Have a great weekend and I'll see you next time,
Nicole

P.S. If you're not sure how to start with Digital PR or your campaigns are falling flat, I can help you get on track. Send me your questions.

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Insights

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Prediction: No Google Chrome 'sell off'

You've seen the news.

The Department of Justice [DOJ] says that Google must sell the Chrome web browser to restore competition.

Google views the DOJ's proposed remedies as "a radical interventionist agenda" that goes far beyond addressing the specific issues raised in the case.

Kent Walker, Google’s President of Global Affairs, said the remedies would:

“.. break a range of Google products — even beyond Search — that people love and find helpful in their everyday lives.”

Walker adds:

“DOJ’s approach would result in unprecedented government overreach that would harm American consumers, developers, and small businesses — and jeopardize America’s global economic and technological leadership at precisely the moment it’s needed most.”

The validity of their concerns is a matter of debate, with experts and industry players expressing a range of perspectives on the potential impact of the court ruling.

Navah Hopkins, posted on LinkedIn and went in this direction:

"I think they're setting up the US to be exactly like China with censorship if they move forward with this split."

And, David Mihm commented:

“But imagine a world in which Bing, OpenAI, Google, and potentially Apple are all competing for default search engine status on the #1 browser?”

The debate will continue, but there's a loooong way to go before this is settled—in court and in public opinion.

I have 2 questions for you:

1.Who's going to buy something as massive as Chrome?

2. How would they generate revenue if data collection is inhibited (regulation) and existing partnerships are broken, e.g. Android?

Seriously, reply with your answers or a comment for my next newsletter.

Meanwhile…

The potential for Google's decline

While Google currently holds a dominant position in the search market, several factors could contribute to its natural decline.

These factors would open up opportunities for competitors and benefit internet users:

1. Rise of AI search platforms

Google is already facing competition (though limited) from AI search platforms like Perplexity and ChatGPT.

These platforms offer a different search experience, focusing on conversational interactions and providing direct answers rather than lists of links.

If users find these AI-powered search experiences more efficient and user-friendly, they might shift away from traditional search engines like Google.

There is no doubt AI will have an impact on the future of search.

2. Evolving user preferences

User preferences constantly change.

GenX and younger people are accustomed to instant gratification and interactive experiences. This means they might gravitate towards newer search methods that better align with their needs and expectations.

For example, "app-first experiences" are becoming increasingly popular, suggesting a shift away from traditional browser-based search.

3. Government regulation

While Google views the DOJ's proposed remedies as excessive and potentially harmful, some argue that such regulations could actually level the playing field and promote competition.

Forcing Google to divest Chrome, share data, and limit 'self-preferencing' practices may create opportunities for other search engines to gain traction.

4. Innovation from competitors

Google's dominance is not guaranteed.

As technology advances and user needs change, new players could emerge with disruptive solutions that challenge Google's position.

Innovation, not just regulation, can play a significant role in shaping the future of search.

Gabriel Weinberg (DuckDuckGo) stated the remedies would "free the search market from Google's illegal grip and unleash a new era of innovation, investment, and competition.”

The potential decline of Google's search dominance is not a foregone conclusion, but the DOJ is doing its best to help it along.

If you'd like to hear my thoughts on the benefits of a breakup, hit reply and type 'Yes.'

Additional resource

1. Plaintiffs' Initial Proposed Final Judgment 1. See page 9, (A) re Chrome Divestiture. [PDF]
2. ​Google Selling Chrome Won’t Be Enough to End Its Search Monopoly​

I hope these insights help. For more tips, follow me here.

Information

✶ November Core Update: How are your sites looking?

On November 11, Google stated this update "may take up to 2 weeks to complete."

18 days later it's still not finished (as of this writing).

Sistrix has done a great job with their daily data summaries, showing movement in the SERPs.

The peak of the August 2024 Core Update was more volatile, but it seems "some settling of contents" may occur.
​What have you seen?

✶ How To Prepare for the Future of SEO

In Lily Ray's article for Moz, she says:
​
​"For 2025, SEOs should shift from quantity to quality. Instead of producing thousands of low-value pages, focus on the 30 pages that drive revenue. Refine these high-value pages, improve click-through rates, promote them on social media, and back them with original research."

If there's one thing SEOs agree on, it's that quality must drive all our online efforts.

I regularly post about what quality means and the questions to ask before you create content.

Lily Ray has 17 tips to help you out. Check out the strategies.

✶ The AI Overview Library

​Rich Sanger regularly writes about AI Overviews. As a result, he's collected a ton of articles, research, and tools on this topic.

Now he's turned those resources into a useful 'Google AI Overview Library' designed for SEOs, content creators, and site owners.

You can read his announcement and overview, or head straight to the library to browse the content.

Be aware: There's a massive amount of information, but the content tables will help you find what you need.

✶ The better you rank in Google the higher the chance you show up in Perplexity

Marcus Tober from Semrush presented at BrightonSEO last week. You might find his statistics on search overlaps interesting...

Inspiration

✶ Websites won't matter (much)

I recently read an article by Jason Barnard in which he gives SEOs a 'reality check.'

His '13 hard-hitting truths' include this passage:

The first thing I noticed was that Digital PR is listed as a means to gain dominance.

That's not news to me, but it's interesting that Barnard chose to value PR mentions alongside video—a format that is rapidly growing as an SEO tactic.

But, Google loves ranking YouTube videos (for obvious reasons) so it's no surprise.

I agree that relying solely on a website for online visibility is no longer sufficient.

Maximizing brand visibility is at the core of Digital PR. I wrote about this here and here.

To do that, we make use of numerous tactics, including social media, creative content formats, targeted pitching, podcasts, and more.

Algorithms evolve and consumer behavior shifts, so brands must strategically expand their online presence.

The key lies in platform selection and content optimization.

To strengthen your brand's visibility, consider these approaches:

a) Develop a content distribution strategy that repurposes your website content or newsletter across social channels.

Remember to adapt the format and tone to each platform.

For example, LinkedIn excels for thought leadership and B2B engagement, while Instagram and TikTok offer visual storytelling capabilities for B2C brands.

b) Seek opportunities for Digital PR by building relationships with industry journalists, podcasters, and influential bloggers.

c) Leverage social listening tools to monitor brand mentions and engage in relevant conversations within your industry.

Remember that consistency is key.

• Maintain a regular posting schedule across all channels while ensuring your brand message remains cohesive.
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• Focus on creating value-driven content that addresses your audience's pain points and interests, rather than purely promotional material.

The future of brand visibility lies in creating a connected system where your website serves as the foundation, while social and Digital PR extend your reach and influence.

P.S. Keep your website.

Dates to watch

December 2024

• Dec 1: World AIDS Day
• Dec 2: Cyber Monday
• Dec 3: Giving Tuesday
• Dec 3: International Day of Persons With Disabilities
• Dec 4 - 8: National Influenza Vaccination Week
• Dec 7: Pearl Harbor Day
• Dec 21: Winter Solstice (shortest day of the year)
• Dec 24: Nochebuena/ Christmas Eve
• Dec 25: Christmas Day
• Dec 26: Boxing Day
• Dec 26: Hanukkah begins
• Dec 26: Kwanzaa
• Dec 31: New Year’s Eve

December Food Days:

• Dec 3 – National Apple Pie Day
• Dec 4 – National Cookie Day
• Dec 6 – National Gazpacho Day
• Dec 7 – National Cotton Candy Day
• Dec 8 – National Chocolate Brownie Day
• Dec 18 – National Roast Suckling Pig Day
• Dec 24 – National Eggnog Day
• Dec 30 – Bacon Day
• Dec 31 – National Champagne Day

December Fun Days

• Dec 8 – Pretend to Be a Time Traveler Day
• Dec 12 – Gingerbread House Day
• Dec 19 – Ugly Sweater Day

Keep in touch