Tyler Jordan | Source | Founder & CEO at Jordan Digital Marketing

Some advertisers are rebuilding their search strategies to fit Google’s new AI search engine initiatives, while others are cautiously calling the new rollouts “hasty.” Here’s some thoughts from client Jordan Digital Marketing (JDM) on how to react strategically to Google's SGE rollout:

“Whether you call it SGE or AI Overviews, it's here, and it's going to eat into your traffic even if your links are cited since Google's aim is to keep users right on the SERP. My advice is to keep your Google strategy relatively stable and focus on useful, authoritative content while we're in the learning stage -- and to establish a presence on Quora, TikTok, Reddit, and other relevant platforms to build communities of users for your brands away from Google. The bonus is that the kind of content that thrives on those platforms aligns with the (non-AI) content Google is prioritizing, which will help mitigate traffic loss from SGE.”

Here's commentary from client Tyler Jordan CEO of Jordan Digital Marketing, on Google's latest move on third-party cookies– a half-measure that falls short:

"Google’s decision to maintain third-party cookies in Chrome, while providing users with the option to opt out, reflects a cautious and somewhat frustrating approach to privacy concerns. This move mirrors the disruption caused by Apple's iOS 14 update, which significantly impacted digital marketing by allowing users to opt out of app tracking. By offering an opt-out rather than a full deprecation of cookies, Google signals an eventual shift away from third-party cookies without making a definitive commitment.

This strategy is akin to a host subtly encouraging guests to leave a party by turning off the music instead of directly asking them to go. While this approach might achieve the desired outcome over time, it lacks the transparency and decisiveness that industry leaders need to effectively adapt. For advertisers and marketers, this means navigating a complex landscape where traditional methods of tracking and targeting are becoming increasingly ineffective.
As the digital advertising world grapples with these changes, it is crucial for industry leaders to advocate for more decisive action from major players like Google. Embracing new privacy standards and developing innovative solutions will be essential for maintaining consumer trust and achieving sustainable growth in the digital ecosystem. Clear and bold steps toward a cookie-less future are necessary to eliminate uncertainty and guide the industry forward.”

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In the midst of Google’s court cases, what should marketers be focused on? Finding other tools and strategies to not be entirely reliant on Google.

Tyler thinks search and SEO will continue to grow on sources like Quora, TikTok, Reddit, AI and more, where marketers can capitalize on the results that emphasize user-specific content. He outlines four main components of a user-first marketing guide:

“The foundation of the agency's marketing strategy is a user-first methodology. At the core of this approach are four key elements: advanced measurement, target persona definition, strategic roadmapping, and full-funnel messaging. Rather than focusing on broad category-level content, the team emphasizes creating tailored experiences and content for specific user personas and their evolving needs throughout the marketing funnel.

This user-centric focus is particularly important in the evolving SEO landscape. With Google's increased emphasis on expertise, authoritativeness, and now user experience as ranking factors, the agency has shifted away from generic "skyscraper" content. Instead, they prioritize developing multiple pieces of content targeted at the distinct intents and pain points of their clients' ideal customer profiles. This persona-driven strategy aims to build stronger authority and engagement, ultimately driving higher-quality leads and conversions.”

Feel free to use this commentary for anything you’re working on.