Hi there,

You might enjoy my thoughts today on the next big organic channel to watch!

I also took a dive into what Google tells their search raters about 'helpful content,' which revealed a lot about Google's priorities.

I hope my ideas and tips help you out—and get you thinking.

See you next time,
Nicole

P.S. Don't miss the chance to combine email and SEO. Scroll to the bottom for my take on this topic.

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Insights

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What Google tells search raters about helpful content

Google states that rater data is not used directly in their ranking algorithms, but their new guidelines tell us a lot about their priorities.

If you want to read all 181 pages, you can access the PDF here.

If not, check my takeaways:
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1. Clarify the page's purpose: Ensure visitors immediately understand your page's objective.
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2. Highlight essential information: Present the key details prominently, preferably at the top, and eliminate unnecessary filler content.
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3. Provide unique value: Supplement pages with extra resources like sizing charts, product comparisons, or Q&As. For vendor lists, share personal experiences with the products.
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4. Address user intent promptly: Quickly fulfill the user's search intent (skip those overly-long intros). Offer additional information carefully and less conspicuously.
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5. Enhance usability: Avoid pop-ups or elements that make it harder to navigate your page.
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6. Cite authoritative sources for YMYL topics: For "Your Money or Your Life" subjects, reference reputable sources and include expert quotations.
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Lastly, I noted at least 8 new mentions of "Generative AI" in the PDF, and most were negative.

Here's one example from the section on scaled content abuse:

● Using automated tools (generative AI or otherwise) as a low-effort way to produce many pages that add little-to-no value for website visitors as compared to other pages on the web on the same topic. [4.6.5 Scaled Content Abuse].

How well is Google doing with removing spammy, AI-generated content?

Reply and tell me what you see.

Quote-worthy

John Mueller (and a few other SEOs you'll recognize) recently appeared on "Inside marketing with Mike Grehan." This was the first edition of "SEO-to-Go."

[Bold text is mine].

John said:

Go to the 14:25 minute mark for more.

The biggest organic channel to watch

You know I 100% believe in Digital PR as a means to get attention and gain influence online.

It seems I haven't said this loud enough:

Digital PR is about to have its big moment in content marketing.
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I was halfway through writing this when Rand Fishkin posted on LinkedIn:

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Why Digital PR matters now

Search and content consumption are shifting.

Your audience isn't camped out on your website anymore—they're everywhere.

They're deep in Reddit discussions, watching YouTube videos, reading newsletters, and listening to podcasts.

These distributed sources now hold significant sway over people's opinions and buying behavior.

This means the smart move is to get your content noticed in those spaces.
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Digital PR has moved beyond just connecting with journalists

To get visibility on top news sites or specialized platforms like Techmeme, you need to position yourself as an expert, using credible, well-placed stories.

The algorithms and creators behind these platforms actively rely on PR efforts.

As AI tools and LLMs become more integrated into how people find and consume information, they're building their knowledge from what they consider reliable, trusted sources.

By focusing on PR, you can influence how your brand is represented in AI-generated responses and content recommendations.

The best part?

PR gives you something that's becoming increasingly rare: genuine credibility.

While paid advertising has its place, earned media through PR carries a weight that's hard to match. It's about building relationships and getting others to tell your story.

I suggest you strengthen your Digital PR strategy now. The brands that understand and act on this shift will be the ones leading the conversation in the not-too-distant future.

Have you noticed this shift and changed your tactics? I'd love to know what's working for you.

BOFU is where the dollars are

This LinkedIn post attracted attention for suggesting that established B2Bs should flip their marketing funnel.

Not everyone agreed.

One called BS.

To be fair, Ugljesa D. did expand by offering his thoughts on how to use TOFU content.

Do you agree or disagree with 'flipping the funnel?'

Reply with a 'Yes,' 'No,' or a quick comment, and I might feature your thoughts in the next issue.

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Related: You need to make your BOFU pages link-worthy. Semrush explain how to do it in their BOFU content strategy.

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

Information

✶ Do you believe this?

Last week, a Google attorney said in court:

“Roughly less than 1% of views on YouTube come from people who click on [search] links."

This could be true—if people are searching directly on YouTube—but according to SimilarWeb data, YouTube's total distribution of organic traffic is projected at 27.71%.

Meanwhile, BrightEdge research shows that AI Overviews citing YouTube are rapidly growing.
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Related: Google's AI Overview Prefers Video​

✶ The biggest losers

ICYMI: A look at the SEO losers in Google Search (US) last year. Sistrix has the data across various categories.

Related: Why you need humans, not just AI, to run great SEO campaigns.

✶ 8 ways to automate SEO and content tasks

We're all looking for ways to improve our productivity. Aleyda Solis explains how to eliminate some of the manual labor by using LLMs to speed up your workflow.​

Inspiration

✶ Email and SEO: A one-two punch

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I recently listened to a podcast with Jillian Ryan from Mailchimp that got me thinking about boosting search rankings through email marketing.

Ryan said:

While search captures intent, email builds relationships.

This shift has merit as search becomes less reliable as a sole traffic source.

According to Mailchimp's 'Revenue Blueprint,' 87% of performance-obsessed marketers rank email as their top channel for generating awareness.

Consider this: 95% of potential clients aren’t ready to buy immediately, but every email creates a lasting brand impression.

Readers who remember your brand are more likely to search for you later, and those branded searches signal relevance to Google.

Even though search engines don’t crawl email content, effective email campaigns—with clear calls to action—can drive traffic to your website, offers, and social media.

You also receive valuable data on audience behavior.

Tracking opens, clicks, and conversions helps refine your SEO strategy and tailor your content to user needs.

I could write an entire article on this, but here are some quick tips to maximize the email-SEO connection:

Quick tips to integrate email with your SEO strategy

Offer value for sign-ups
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​Create a playbook or exclusive guide, gated behind an email opt-in (or send it after someone signs up). Subscribers motivated by specific content tend to explore your site longer, reducing bounce rates and boosting dwell time.

Segment your audience
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​Tailor emails based on user behavior and interests. This ensures your content aligns with relevant search terms and helps you optimize future content based on open and click-through data.

Repurpose SEO content
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​Transform top-ranking posts, case studies, or reports into a short email series. This helps attract a broader audience and can drive repeat visits to your site.

Sync campaigns
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​Coordinate email broadcasts with search campaigns. For example, follow up a new product launch email with retargeting ads to keep the momentum going.

Encourage sharing
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​Prompt readers to share your content on social media. Increased sharing drives more branded searches, signaling to search engines that your brand is gaining traction.

Try this when you've published fresh content. While Google is assessing its worth, you can get instant feedback and improve your content if necessary.

Email and SEO aren’t isolated—they work as a feedback loop.

Your turn: How are you combining email and SEO?

Drop your best tactics in my inbox.

I'll feature some of your ideas in a future newsletter.

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I'll see you again on March 6.

In the meantime, feel free to ask me a question, send an interesting link, or tell me what's on your mind. Just hit reply—I read all your emails!

Dates to watch

March Monthly Observances

• Women’s History Month
• Nutrition Month
• Music in Our Schools Month
• Craft Month
• American Red Cross Month
• The Great American Cleanup
• Ramadan ends on March 29

Weekly Observances

• March 9-15 – Girl Scout Week
• March 9-15 – National Sleep Awareness Week
• March 18-24 – National Agriculture Week
• March 23-29 – National Cleaning Week

Days

• March 1 – Zero Discrimination Day
• March 2 – 97^th Academy Awards Ceremony
• March 3 – World Wildlife Day
• March 3 – National Anthem Day
• March 4 – Mardi Gras
• March 7 – Employee Appreciation Day
• March 7 – Global Unplugging Day
• March 8 – International Women’s Day
• March 9 – Daylight Saving ends
• March 13 – Purim
• March 14 – Pi Day
• March 14 – World Sleep Day
• March 15 – The Ides of March
• March 17 – St. Patrick’s Day
• March 18 – NCAA March Madness
• March 18 – Global Recycling Day
• March 20 – Nowruz
• March 20 – Spring Equinox
• March 22 – World Water Day
• March 26 – Epilepsy Awareness Day
• March 27 – World Theatre Day
• March 27 – MLB Opening Day
• March 29 – Ramadan ends
• March 30-31 – Eid-Al-Fitr

Keep in touch