Hi there,

Here's what I've got for you today:

• Passage ranking back in focus [Insights]
• A new link-building trends report [Information]
• What Google is testing [Insights]
• The thing killing your creative marketing [Inspiration]

Enjoy!

Thanks for being here and I'll see you next time,
Nicole

P.S. After a break from social media, I'm back on LinkedIn. You'll find useful tips and content I don't have space for in this letter. If we're not connected, please follow me here.

Insights

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Stuff that keeps SEOs awake thinking

In 2021, Google discovered that content has paragraphs and decided to add 'passage ranking' to their automated ranking systems.

If you're new to SEO, passage rankings allow search engines to evaluate and rank individual sections within a webpage instead of the entire page.

This means that even a specific paragraph answering a niche question can rank highly if it’s deemed relevant.
​

Ranking factor updates

Google's guide on ranking factors was last updated on February 4, 2025, but it's not clear whether they made changes to the passage ranking section.

This section says:

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(I can't help thinking the words "AI system" are a recent addition).
​

Google experiments

Google runs thousands of live tests each day.

In the past few weeks we've seen:

• An increase in AIOs
• Changes in how links appear
• Shifts in where links terminate
  ​

What this means for SEO and your content

It's clear that AI search engines and Google's AIOs prefer direct answers.

This shift brings passage ranking back into focus.

When search engines identify the exact paragraph that answers a user's question, that content gets featured prominently.

For content creators, this means organizing information in digestible chunks to address those questions.

​
​Examine your content structure

Ask yourself this question before you create your next article: "How do I structure this content so people find what they're looking for?"
​
This isn't just for SEO purposes.

It's about satisfying intent and writing for humans.

Here's what I suggest:

1. Break your content into logical sections instead of publishing intimidating walls of text.
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2. Write headings and subheadings that genuinely describe what follows, not just keyword-stuffed phrases.
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3. Use formatting like bullet points and lists to make information scannable.
   ​
4. Answer questions directly in the first paragraph of each section, not after a 500-word introduction.
   ​
5. Be willing to revise your existing "perfectly optimized" content that doesn't meet these standards.
   ​

I have no doubt that search will continue its move towards AI-driven responses.

Hopefully, the winners will be those who provide clear, correct, and helpful information that's structured for humans and easily understood by AI.

Google is testing, testing, testing

Search within search

Google is determined to add features that keep users within its ecosystem rather than sending them to external websites.

Lately, you might have seen links to words and terms within AI Overviews. When you click, you end up on another search results page.

​

Lily Ray 😏 @lilyraynyc Each one of these "links" in the AIO leads back to a Google search. Just counted 31 such links in my AIO answer. Must be nice. 2:8 AM • Apr 10, 2025 37 Retweets 239 Likes Read 29 replies

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How does this help publishers get more traffic?

(It's a rhetorical question. Just shake your head).

Note: Microsoft and Bing are doing the same.

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​Doom searching

First, we have AIOs linking back to more search results.

Now, we have the never-ending cycle of doom searching. Barry Schwartz wrote about AIOs "linking the same query, to the same query, over and over again."

​
​Blue links in AIOs

It looks like Google is testing another way to link to external sites.

Glenn Gabe posted a screenshot showing blue links appearing within the answer in AIOs.

If Google truly wants to surface the best recommendations, it seems logical to direct us to a useful third-party website, doesn't it?

Quote-worthy

You're measuring brand exposure...
​

Google Search Central: Madrid

The Google Search Central Live conference wrapped up last week.

Google execs took to the stage in Madrid to share their insights on AI in search and the future of SEO.

Key takeaways:

• Essential SEO elements (crawling, indexing, content optimization) remain valuable. John Mueller recommends using supported schema types to help machines understand your content, since it’s "efficient, precise and easy to read."
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• ​No optimization is necessary for Google AI features. These features are still new and user behavior is a moving target.
  ​
• Standard SEO practices are sufficient, even while Google continues to integrate AI into search.
  ​

A reassuring conclusion: Strong SEO fundamentals allow you to adapt to AI tools without requiring a complete strategy overhaul.

Aleyda Solis wrapped up her thoughts on all the AI-related topics in a summary of the event.

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

Information

✶ The state of link building

• Is link building still effective or important for SEO?
• Is it better to follow a documented/repeatable link-building process or stay flexible?
• What types of pages do you prioritize?

Those questions (and more) are answered in Buzzstream's Link Building Trends Report (no email needed).

I saw several gaps in how people approach their link-building processes. Take a look and see what you think.

✶ The best presentation decks from BrightonSEO

BrightonSEO may be over, but you'll find a collection of 25+ published decks from the event right here.

✶ Google AI Overviews jumped

BrightEdge noted huge spikes in the entertainment, restaurant, and travel sectors during and after the March Core Update.

If you run SEO for businesses in these industries, your traffic and click-through rates may be affected. Do a quick check to see if AI Overviews are appearing for your high-priority keywords.

Inspiration

This will kill your creative marketing

Why do so many marketing campaigns look the same?

It took me a while to figure out the number one barrier to creativity.

It's not a lack of budget or resources holding teams back.

It's fear.

Fear of failure. Fear of criticism. Fear of losing your job over that "risky" campaign idea.

As marketers, we're often our own worst enemies.

We self-censor our most innovative ideas before they even reach the whiteboard.

But if we want to get noticed online, then playing it safe is the riskiest strategy of all.

How to build a culture of creative courage

No matter your role, you can foster creativity in the workplace.

a) For marketing leaders and business owners

Your team has bold ideas they're afraid to share.

Create psychological safety by celebrating creative thinking—even when it doesn't work out perfectly.

Make it clear that predictable mediocrity is a bigger failure than an ambitious swing and a miss.

b) For team members

Don't wait for permission to innovate.

Run small pilot projects or A/B tests to demonstrate the potential of bolder approaches.

Data speaks louder than guesswork, and a successful mini-experiment can win over even the most hesitant stakeholders.

c) For freelancers and solopreneurs

Position yourself as a creative risk-taker who clients hire for a different perspective.

Introduce fresh, edgy concepts to your clients and back them up with solid reasoning and real-world examples.

Tell them you'll bring ideas that might make them slightly uncomfortable—because those are the ones their competitors aren't brave enough to try.

The competitive edge of audacity

The most memorable campaigns often started as those "crazy ideas" someone almost didn't share.

While your competitors play it safe with the same tired formulas, you can use audacious creativity to stand out.

What bold idea have you been sitting on?

Maybe today's the day to pitch it!

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I'll see you again on May 1.

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

May Monthly Observances

• ALS Awareness
• Asthma Awareness Month
• Asian Pacific American Heritage Month
• Jewish American Heritage Month
• National Celiac Disease Awareness Month
• National Clean Air Month
• Better Sleep Month
• Lupus Awareness Month

Weekly Observances

• May 4-10: National Pet Week
• May 4-10: National Travel & Tourism Week
• May 4-10: Drinking Water Week
• May 6-12: National Nurses Week
• May 11-17: Food Allergy Awareness Week

Days

• May 1 – May Day
• May 1 – Law Day
• May 3 – Kentucky Derby
• May 4 – Star Wars Day
• May 4 – International Firefighters Day
• May 5 – Cinco De Mayo
• May 6 – National Nurses Day
• May 8 – World Red Cross and Red Crescent Day
• May 10 – World Lupus Day
• May 10 – World Fair Trade Day
• May 11 – Mother’s Day
• May 15-18 – PGA Championship
• May 15 – International Day of Families
• May 16 – Malcolm X Day
• May 17 – Internet Day
• May 18 – National HIV Vaccine Awareness Day
• May 19 – Victoria Day (Canada)
• May 20 – World Bee Day
• May 21 – World Meditation Day
• May 25 – Geek Pride Day
• May 25-June 8 – French Open
• May 25 – Indianapolis 500
• May 26 – Memorial Day
• May 28 – World Hunger Day
• May 31 – Chinese Dragon Boat Festival

Keep in touch