Content Marketing, Engineered Podcast | TREW Marketing
If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode.
Content Marketing, Engineered Podcast | TREW Marketing
What is THE SEO Alligator? A New Challenge in Search Metrics
Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic.
In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement.
Key Takeaways
- The 'SEO alligator' refers to the gap between impressions and clicks in Google Search Console.
- AI overviews are affecting click-through rates significantly.
- Unique content based on your company's deep expertise is more valuable in search than generic content (even when that generic content ranks for higher volume search queries).
- AI overviews are answering top-of-the-funnel queries directly in search results, turning these terms into zero-click results.
- Marketers should explore multiple channels for audience engagement and traffic.
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