How to build a content strategy: SEO and beyond

Mordy Oberstein:

It's the new wave of SEO podcasting, welcome to SERP's Up. Aloha, Mahalo for joining the SERP's Up Podcast. We're pushing out some groovy new insights around what's happening in SEO. I'm Mordy Oberstein, the Head of SEO Branding here at Wix. I'm joined by the adjective laden, Head of SEO Communications, Crystal Carter. A good adjective laden. Good adjective laden.

Crystal Carter:

That is the laziest one I've ever heard. It's like when I'm saying like, oh, this is a... And I just do like seven fire emojis. Because I'm like, insert fantastic adjective, whatever it may be that you choose based on the fire emoji, it's fire.

Mordy Oberstein:

I'm just out of adjectives. I don't know what to say anymore because each week it's the incredible, fantastic... The adjective laden.

Crystal Carter:

Well, thank you for a fantastic, stupendous, incredible, marvelous, Mordy-licious introduction. Thank you.

Mordy Oberstein:

It's not easy. The last one you got stuck like, where do I go now? And you say, is it time to stop?

Crystal Carter:

Yeah, this is true. Although to be fair though, your name starts with the name an M, so there's like marvelous, marvelous Mordy, magnificent Mordy.

Mordy Oberstein:

Mania.

Crystal Carter:

Mordy Mania. Anyway.

Mordy Oberstein:

This SERP's Up podcast is brought to you by Wix, where you can not only subscribe to our monthly newsletter, searchlight over at wix.com/seo/learn/newsletter, but it's also where you can manage your content all in one place connected to datasets and more with the Wix content manager, so that you can dutifully execute both your SEO and content strategies. As today we're talking about both. Your SEO and content strategies. See the connection?

Crystal Carter:

Yes, I do see the connection. They're connected very, very well.

Mordy Oberstein:

Quite explicitly. I don't say so myself.

Crystal Carter:

It's almost like you wrote it.

Mordy Oberstein:

It's almost like we wrote that part of the... Yes, that's right. Today we're diving into the overlap between SEO and content marketing at the strategic level as we look at building a content strategy for SEO and beyond things like our SEO content and content marketing strategy, the same different, kind of the same, kind of different kind of not the same. Where do you start including your content and SEO content strategies, and how do you refine your strategy along the way to help us dive into that, we have a very special guest, hope stopping by in just a few minutes. And Adriana Stein, the CEO and founder of AS Marketing.

Plus we're talking content, and if it's 2023 and we're talking content, we're talking about AI and AI and content. So we're going to explore how AI content produced or rather content produced by AI content generators in search engines as changed. And of course, the snappiest of SEO news for you and who you should be following on social media for more SEO awesomeness. So while the best laid plans of mice and men often go awry, that doesn't apply to us because we're fricking SEOs and marketers. So hey, we're marketers here. These rules don't apply to us. So full steam ahead and full planning ahead as episode number 41 of the SERP's Up SEO Podcast gets all up in your strategy.

Crystal Carter:

Let's go.

Mordy Oberstein:

Let's go. So content strategies, in my opinion, are Jackson Pollock paintings. It seems kind of like chaos, but underneath I think there's some semblance of... Or should it be some semblance of order and planning that goes underneath it.

Crystal Carter:

That's true. This is sounds like somebody who's seen a Jackson painting in real life.

Mordy Oberstein:

Oh, real?

Crystal Carter:

I have. They're actually gigantic. And actually when you see them, you do see that actually it isn't just chaos.

Mordy Oberstein:

It does make sense. My first association to him was watching the movie with Ed Harris, but I was think like 10 or 11 when it came out. I am not sure that was appropriate for me to be watching, but either way kind of explains a few things. Chaos or planning rather, can easily become chaos, which means that the execution of the planning gets a hard thing to get. It also means that plans change, and I'm a firm believer that if your plan doesn't change, you're not doing it right. If you start with a content plan and you go through without any adjustment, you're probably doing something wrong. But what do these plans look like? Where does an SEO content plan fit in with the overall content plan? And for you pure content folks, where does a general content plan kind of play yourself out within the SEO strategy? So basically, what does a planning thing look like and how do you not just wing it? And to help us tackle all of this, put your hands together for the founder of AS marketing. Adriana Stein, welcome to the SERP's Up Podcast.

Adriana Stein:

Thank you so much for having me. I'm very excited to be here.

Crystal Carter:

Yay, we're so pleased to have you along, big fan of your work. Adriana Stein. Adriana and I are both members of the Women in Tech SEO group.

Adriana Stein:

Yes.

Crystal Carter:

And we've both attended the Women in Tech SEO conferences and mutual appreciation here on the podcast for the work that Adriana is doing, particularly on content but also on some amazing things, and also being the founder and director of your own agency there. Fantastic.

Mordy Oberstein:

Yes. Tell us about that.

Adriana Stein:

Oh, yeah. Thank you. Yeah, so AS Marketing, we specialize in multi-language marketing, so we're a full service agency. Our projects tend to actually split between PPC and SEO. It started out being a lot more SEO focused, but now it's kind of interesting. There's a pretty widespread demand for multi-language international marketing, and that's where we basically come in and help our clients expand into new markets with localization. So it can be Germany to the US or the UK to the EU, or some sort of combination of madness like this. And we work with native speakers to help localize all of the strategy, implement, optimize everything and ensure there's conversions of some sort. So leads or sales, whether you're B2C or B2B, then that's where we're able to help. So a lot of content goes into that.

Crystal Carter:

And a lot of planning-

Adriana Stein:

And a lot of different places. A lot of planning.

Crystal Carter:

A lot of planning. And I think you've contributed a really great article on localization and content localization. And one of the things that comes up with that is that when you're planning that content, you're planning to make it in whatever is your X default language, but also planning to roll it out to other languages and also to maintain it across all of that. Do you have any sort of insights or experience that you can share on that?

Adriana Stein:

Yeah, so I think the first thing I would start off by saying is be really cautious with mass translations. That's one of the things that we first talk through with all of our clients. I will say talk through, because sometimes it's a top-down decision that they're like, okay, we're just going to copy paste everything we've been doing in the US and then we're just going to do that in Germany and then we will just work like that. And we don't have a say in anything, but ideally there is some sort of separate strategy per each market, and it doesn't have to be in incredibly minute detail. If you have the budget, the resources for that, great. I mean, you're probably going to get a better return on investment that way. But starting off at least try to have a little bit of separate understanding for each market and how it performs because every culture is different, every language is different.

People phrase things in different ways. The buying cycle is very different in different markets. And so in terms of planning, really it's one, having an understanding of, okay, how am I going to go into this market effectively? And making sure you have the mindset, the operational mindset as a business to do that, and then that you also find the right strategic support, the right type of people to help you do that. So whether that's an agency or whether you do that in-house, it's really ideal that you work with someone who understands that market. It can really help you localize the strategy for that. And that's regardless of the channel. So whether that's SEO, whether that's Google Ads, LinkedIn, whatever the case may be, the more localized you can make everything, then the stronger the strategy is going to be because it's more personalized.

The reason I always will say that this is going to be more efficient in the end is because think about the local competitors that you have in that country or in that market. They're already doing that anyways. So if you go in with that reduced sort of customer experience in comparison with the local markets, with the local competitors, they're not going to get very far. So you've basically got to outperform them from the get-go if you want to make an impact.

Mordy Oberstein:

To sort of zoom out on this. How much of that is... When you're creating all this content, whether it's in this market or that market or multiple markets all at one time, how much overlap is there in the strategy itself overall between the different... I'll call them verticals, whether it's content marketing, SEO, PPC, whatever it is?

Adriana Stein:

Yeah, there's a ton. I mean, ideally there should be a ton and no silo. In some companies there is unfortunately a silo if you have a lot of different teams that have different goals. But the best case scenario is when all of the content strategy holistically performs together. So I think it's important to kind of zoom out on content, and a lot of us perceive content purely for SEO purposes, but content is also for landing pages, for PPC case studies. White papers especially for B2B are important as well. Videos, music, I don't know anything that people produce in relation to a brand or even the customers or the users talk about that brand that is all content. So all of that can really come together to form what is the content strategy for a brand.

Crystal Carter:

I absolutely agree. I had a client who used to get a lot of traffic from some of their offsite assets from some of their IRL assets. They had a particular product and it needed instructions, and the way that you could get instructions was, there was a QR code or something that was in the back of the package and we used to get tons of traffic from that. So yeah, it's important to think about keeping the content strategy and the content strategy consistent, the content consistent across all of those different touch points. Can you give any insight for how to make sure you've got a common thread going through your content strategy?

Adriana Stein:

I think there are two things there. One is communication. Communication is going to be easier in a smaller company than in a bigger company. But if you can in a bigger company and you have separate departments, like a separate maybe advertising team, even a separate brand team, separate SEO team, just communicate all the time about here's what we're doing, here's how we're using this, because then you can repurpose all of that content that's produced too. It shouldn't just be used on one channel. And then the other thing really is the KPIs. It should be that everyone is working together on the same goal. So that really is a reason to then communicate, here's how our work is performing here. Here's how your work is performing here. How is that helping our overarching goal? And then involving sales and that as well is really ideal, especially in B2B, and to get everyone working toward that same goal because then you find that the content you produce can be used in all facets of every part of everyone's work. And that really helps keep everything very consistent too.

Mordy Oberstein:

I always say content is your brand, whatever medium it is, whether it's video, image or actual words, that is your brand, that's how you're commuting yourself to the public. There's like no other way. There's no audio language or anything like that. It has to be content. Do you find that your pure content strategy and your SEO content strategy are sort of converging together? I'll give you a good example of what I mean by this. I find that what users want and what search engines want both in terms of stylistically, I think users or people, I hate that people are looking for more conversational types of content from brands opposed to marketing schlock, and I think that ties into things around experience and expertise that Google's looking for. At the same time, they kind of very much align. Do you find that's happening more and more in 2023 than it did in years past?

Adriana Stein:

Yeah, absolutely. I don't know if you've heard this concept of analysis paralysis because it just means that there's so much information out there and so many options to choose that people do a lot of research, a lot of research before they buy something, even a lower price type product. You're looking at reviews, you're looking at prices, you're probably looking at multiple brands to try to understand what's best for you and trying to find a way through a bit of all of the madness. And I think the best way that brands can really do that with content is trying to help them rather than just pushing people towards a sale, but just try to help them make an informed decision because the less that you push, then the more they're likely to trust you and they're going to purchase from you anyways. Sometimes even if the pricing is higher, then the trust factor plays a much bigger role than that.

Mordy Oberstein:

Good point.

Crystal Carter:

So I was thinking when you were saying about the analysis paralysis, it made me think of the reason why I shop at Little. So I shop at Little because they don't have 3 million different types of peanut butter. They have chunky and they have smooth, and I know that they have generally decent quality stuff. So whether it's chunky or smooth, whichever one I pick, it's probably going to be fine, but what I want is peanut butter. But at the end of the day, I know that there's a general sort of quality level for them. How do you deliver that sort of quality, maintain that sort of quality with the demands of quantity for content? So to be competitive online at the moment, you know, have to keep feeding the algorithm and keep feeding the algorithm, whether you're on social, whether you're on your website, et cetera, et cetera. How do you maintain that quality while you're rolling out the quantity of content that you need to make a splash?

Adriana Stein:

Yeah, I mean that's honestly like a million-dollar question today I must say. But I think to answer it simply, it really comes down to processes. So if you have very streamlined processes, everyone knows what they're supposed to do, at which stage, by which date, how much you're trying to produce over a certain timeframe, who needs to have input on something? Ideally the less people the better, because if you have six people editing, this is one of the biggest roadblocks that I've seen to installing content is when you just have too many brains and they're trying to make sense of everything and it just takes way too long.

So really processes is what it comes down to, and that will help you get that quality because there will be someone like a content strategist of some sort depending on the channel who's kind of overseeing quality, maybe some sort of project manager who's assigning things, telling people which part of the project they're supposed to do, which sort of task they're supposed to do, and just really aligning everyone on all of that. That's really the biggest thing. So if you don't have some sort of really clear checklist, here's our one to 10 steps, here's doing what, it just gets so random chaos and then you end up not producing a lot of content, the process is key.

Mordy Oberstein:

So to that process though, I think one of the things that's interesting to me is that when you're dealing with multiple teams and multiple pieces of content and multiple strategies, and what I inevitably find, and we talked about this on a previous podcast, there's a certain momentum at a certain cadence that you get. And then as that happens, new opportunities arise, new ways of thinking come about, new pain points are unearth, all of a sudden the brain starts flowing and you start thinking differently as things evolve. How do you refine along the way? How do you make sure you're open to refining along the way? Then how do you actually steer that because you're working with assets you've been planning on for so long that now you might have to reshift though with multiple teams and blah, blah, blah, blah, blah. It all seems like trying to make a giant U-turn and you're the Titanic.

Adriana Stein:

Oh yeah, I can relate to that-

Mordy Oberstein:

Iceberg.

Adriana Stein:

I would say really it still comes down to processes because it's about also adding that part in the process. So when is there a regular optimization happening or how often are content topics created and how? Is it one brainstorming session a month? Everyone's got to come there with their ideas and that's it, really stick to that. Or is it every three months we're doing an audit on this sort of thing, or every six months we're doing an audit on this sort of thing, or I don't know, maybe there's a new service offering. And so we need to understand, okay, how do we implement this with the rest of the content so that the messaging is consistent? We're still talking about both things, but there's different pain points that still is part of the optimization process. So I would say really just add space for that in this content production checklist.

Mordy Oberstein:

That's a great point. Do you ever find though that there's parts of the strategy that are at odds with each other? So let's go back to the example of things are getting more conversational out there with brands. That's great. And you may say, you know what? We need to pivot. We need to become more conversational. And I can imagine an SEO saying, wait, wait, but the age two needs to have the keyword. You don't have the keyword now. Now what do we do?

Adriana Stein:

Well, yeah, I think that's the bane of every SEO's existence is like, how do we create really great content but that's still adheres to SEO formatting? Which is so strict in particular. It's very, very difficult to find a balance of both. But I think if you can try to focus, for example, content ideation, even if it's something conversational based on, okay, how from the beginning can we apply this to SEO? So not that SEO is a later stage in the content strategy, but it's really at the forefront. And I think that's one of the biggest channels that needs to be at the forefront because if you can think of, okay, this content group, content cluster or something like this, this can work really well for SEO and then here's how we're going to do the rest of the content in relation to that.

We're going to link to some conversion mining pages. Maybe we're going to link to a lead magnet off of this page, and then that can be used for email marketing later to capture some emails like this. So put it directly within your content strategy, your content planning, and that will help that a little bit be a bit more natural. Because if SEO comes so much later down, you've got a content strategy and then three months later you're like, okay, let's do SEO and let's try to shove the SEO into this content strategy, then you're going to have some difficulties putting those keywords properly.

Crystal Carter:

And I think that it can be a challenge to build that in. What role do you consider education to play in making sure that your wider team are able to do some of that SEO as they go along or so are able to keep SEO in the forefront of their minds as they're creating even that more sort of conversational or reactionary content?

Adriana Stein:

Yeah, that's a good question. So what we use on our team is briefs. We use really, really detailed briefs for our content writers. I would say even a lot of the content is kind of half written. It's not elegantly written. That's what the writer is there to kind of help us refine, maybe dig in with some of the research a bit further. But what we provide the content writer, which comes from the strategist who knows the overarching business strategy, how this fits into the content strategy at hand, then they're creating a very, very detailed brief for the writer. So the writer really knows, okay, here's how this fits into SEO.

Here's what I'm supposed to write in relation to the structure of the content. So what goes into each section focuses of the keywords so they know, and it comes off very naturally when you do it this way because then it's not asking the content writer to just add, I don't know like, say this keyword, write this keyword 20 times into this content. That doesn't work. That sort of way of doing SEO I think is really outdated. It's a lot about coming from the top down, putting SEO into the business strategy and then creating content topics based on that, and then briefing the writer based on that. And then all of the processes is a lot more natural. And it's not a struggle for the writer to do that.

Mordy Oberstein:

If there's like one consistent theme. It's the planning all the way throughout.

Adriana Stein:

Yes, it is.

Mordy Oberstein:

And it's such a good point because if the overlap between content and SEO was that much stronger, you really need to loop in the SEO into the full content process all the way down. It just makes so much sense. We could probably dive into way more of this, but I know that your time is short and extremely valuable, so we'll let you get back to creating all of that great content. But where can people find you first?

Adriana Stein:

Best place would be on LinkedIn probably. So feel free to send me a message. You can just type in my name, Adrian Stein, you'll find me there. I'm also on Twitter too if you're really keen on still using that Wild Wild West platform these days.

Mordy Oberstein:

Yeah, I guess it beat Mastodon.

Adriana Stein:

Yeah.

Mordy Oberstein:

Sorry Simon.

Crystal Carter:

But thank you so much for joining us. It's been an absolute pleasure. And yes, I'm getting the hint that process... It's all about the process.

Adriana Stein:

Yep. It's all about the process.

Mordy Oberstein:

Trust the process, trust the process with-

Adriana Stein:

I will probably be saying this from my grave, look at your process-

Crystal Carter:

It was the process.

Mordy Oberstein:

He trusted the process. Well, thank you so much Adriana, showed a link to your social profiles in the show notes for this episode, so you can keep getting awesomeness from Adriana out there on social media. Thank you, Adriana.

Adriana Stein:

Thanks so much for having me. Super pleasure.

Mordy Oberstein:

Bye.

Adriana Stein:

Bye.

Mordy Oberstein:

So speaking of plans and content plans and content plans, changing and planning and the planning and the planning, one thing that's constantly changing and I think where people are pivoting or platforms are pivoting with their content would be AI content generators. By the way, we're talking about content, does any other content even exist other than content written by AI generators? The answer was, I hope so.

Crystal Carter:

I hope so.

Mordy Oberstein:

I hope so

Crystal Carter:

Yes, absolutely.

Mordy Oberstein:

But be that as it may and your stance on AI aside, it is super interesting what the search engines are doing with integrating AI chat experiences and how changing they are. And Bing actually has made some really interesting changes to their AI chat experience. So while we usually go Google this time, we're going Bing.

Speaker 5:

And it's going. Google. It's outta here.

Mordy Oberstein:

Recently, relatively recently, Bing made an update. It was covered by Search Engine Land & Search Engine Roundtable, both by Barry Schwartz back on April 21st, where Bing wrote quote, we've taken steps to help Bing give better answers if you're asking questions about news. And the pain point there is obviously, news is changing very quickly. You got to be really good at understanding what's happening out there in the ecosystem for an AI chat experience to offer back an answer of something that's relevant because it's news, it's constantly changing. So I thought we should take a look and see how good being has gotten with this. One of the things that I've done is, so I'm a big sports nut, as you all know at this point. And I thought, you know what I'll do? I'll ask Bing chat a bunch of questions about players and injury status because that's very current and let's see how well Bing can do it. And the answer is kind of okay. There's a player, his name is Giancarlo Stanton. He's a center fielder for the New York Yankees. He gets hurt a lot, all the time, at least-

Crystal Carter:

Unlucky.

Mordy Oberstein:

He's a big dude. He's very muscular in baseball. The traditional player was more stringy.

Crystal Carter:

I mean, Babe Ruth, come on, Babe Ruth was like... I mean-

Mordy Oberstein:

Well, Babe Ruth, this is a different... An aberration unto itself. He was eating a thousand hotdog before a game. Shows up, hits a couple home runs, goes back to eating the hotdog. That dude was different.

Crystal Carter:

Okay, built differently.

Mordy Oberstein:

Yes, built differently. Back in the day though, the player were just... They were more athletic than they were muscular. 'Cause muscular, you get hurt.

Crystal Carter:

Right.

Mordy Oberstein:

And John Carlo is a very muscular man and he gets hurt a lot. So I asked Bing chat, what is John Carlo Stanton's status? This, by the way, was after I asked Bing chat, what team has Aaron Rogers played for.

Crystal Carter:

Sure.

Mordy Oberstein:

And he's a football player. He recently got traded and Bing got it wrong. He said he played for his old team. So I'm like, all right, let's give Bing another chance. Give it another chance. And I asked, what is Giancarlo Stanton? And Bing chat wrote back, Giancarlo Stan has missed most of the 2022 season. We're in 2023. With various injuries, including left achilles tendon, white quadricep and foot ankle. He told you he gets injured all the freaking time. Dude's a walking injury. He has not played the game since July 24th. That has not run the basis or gone on a rehab assignment. He hopes to return in September and October, but his status is alone unclear. He underwent x-rays on his foot ankle that came back negative, very prolific answer, very out of date.

Crystal Carter:

Foot ankle?

Mordy Oberstein:

Yes. Foot slash ankle, sorry. Okay, that's my fault. That's the Mordy. That's not the AI. But then it said most recently he suffered a hamstring strain and will miss six weeks and that's accurate as hell.

Crystal Carter:

Oh, okay. Okay. So it's got a little bit of a mixed bag there.

Mordy Oberstein:

It's a little bit of both. And I just thought, it's so interesting how the content that these AI chat experiences are spitting out is changing and how far we've come because I think it's awesome that being is making that update. And I think what they've done is awesome and they've clearly gotten it right, but they've also clearly gotten it wrong. And I think there's two ways to look at this from a technology point of view. This is amazing.

Crystal Carter:

Yeah.

Mordy Oberstein:

From a user point of view for the correct information, this is eh, sort of kind of.

Crystal Carter:

Yeah. If you said, if I jump off this bridge, will I live, and the answer was like 50% accurate, I wouldn't trust that information. So I think that that's the case. I mean, in my experiments with Bing Chat and I've used it a bit and I've kicked the tires a little bit, pushing on some more sensitive topics. What I sometimes find is that with sensitive topics, it'll just shut down. It'll say, "I don't want to talk about that. I think we should change the subject."

Mordy Oberstein:

Yes, yes.

Crystal Carter:

And I'm like, "What?" So then I open up a new chat with the same question and then it'll say something and I say, "Well, why did you say that?" And says, "I don't want to talk about that." And then so I'm like, "Stop being so fragile Bing."

Mordy Oberstein:

I did the same thing. So when I asked Bing Chat, "Hey, you know what team has Aaron Rogers played for? He is a quarterback, he used to play for the Green Bay Packers and now he plays for the New York Jets." It came back. Aaron Rodgers, American football quarterback who currently plays for the Green Bay Packers, I wrote back, wasn't he traded to the Jets. And Bing Chat wrote back, according to recent reports, Aaron Rodgers has been traded to the New York Jets. And then I wrote being my snarky self. So why did you say he was on the Packers?

Crystal Carter:

Right, right.

Mordy Oberstein:

I then, "I apologize for the confusion. We must have missed the recent news."

Crystal Carter:

Right. Right. Precisely. And this is the thing, it gets a little bit sensitive, but I think that one of the other things that I find is that because it can be a bit sensitive, it sometimes hedges. So I think sometimes it will hedge itself on things on fairly safe information. So I asked it recently, what is the latest news in SEO? And the information that came back was sourced from Forbes past company and business Lancaster shouting out to Mark A. Preston. Actually, I'm talking about SEO. And the things that it said were pretty generic answers. They're not really news, they're just general sort of SEO trends.

It was saying that Forbes says businesses must adapt their SEO strategies to ensure their content stays relevant. I mean, that could be the news from this week or from last month or from two years ago or from wherever it is. And I'm really surprised that those sources for SEO news, because there are a number of news publications for SEO that are notable.

Mordy Oberstein:

Barry Schwartz.

Crystal Carter:

Barry Schwartz, SEJ, SEL there's tons of them that are very specifically dedicated to SEO. So I think it's interesting that they're hedging on some of these particular sources that are sort of seen as sort of maybe safe or maybe vanilla. Because I think Bing gets a little bit... It gets a little bit sensitive. It gets feelings get hurt.

Mordy Oberstein:

Well, oh, my feelings get hurt really easily too. So I can't blame Bing.

Crystal Carter:

We all have feelings.

Mordy Oberstein:

We all have feelings. Something really interesting about that point. Rich Tatum posted something on Twitter where I think what he posted was he was asking Chat GPT to basically fudge experience, write up a prompt about what it's like to drive a Ford Mustang or something similar to that. And it tried to fudge that experience of driving a Ford Mustang. And it gave pretty generic experiences. It was superfast and fun to drive that Mustang with those 220 ….. That level of nuance, you can't actually fudge actual experience and actual expertise. And it's a really good point. 'Cause I was thinking, you know what? I never thought of that hack. If I got... I'm trying to play the review update, right? I'm going to show experience, I'll just go ask the AI, right? As if I had experience. But you can't fudge it.

Crystal Carter:

Yeah, it's very difficult. 'Cause I think also there's sometimes where... I think this is where actual reviews are really interesting is because... And I've seen this before where you see some sites are ranking for reviews and others are not, because the particular reviews that they have on their site are more unique than the other ones. So if the other reviews are like, oh, it's great, or oh, it's nice, then that's going to be different from a review that's very detailed. And they're very often the ones that are on the edges, they're either the one star or the five star who are getting into the sort of like, oh actually when I tried to assemble this chair, it didn't come with enough bolts.

Or when I tried to... I recently bought an office chair and someone said, I do not like this chair. I would not wish this cursed chair on my worst enemies. And I was like, cursed. Did you really put cursed in there? But that is a unique review full of some unique feelings. And those sorts of things are not... Being Bing are very sensitive about how it feels about its results. It's not going to put that kind of content in what it's saying. Chat GPT probably wouldn't as well. I mean, I don't know if you could ask Chat GPT add to, I never asked Chat GPT to write a salty review about it-

Mordy Oberstein:

But it probably wouldn't had that level of nuance. I just wouldn't be there. So end of the day, 'cause we're talking about refining content strategies and refining content plans on the pivoting and refining the strategy when Bing saw the need to get news more accurate, A plus. Good job on you Bing, that's what you should be doing. In the execution, I think we're at a C.

Crystal Carter:

Yeah. I think they can A for effort, and I did actually test this. So after the Oscars, there was an image AI image of Zendaya at the Oscars that was making the rounds on Twitter, and it was retweeted by a few major news publications. And I asked Bing, "Was Zendaya at the Oscars." And they were like, "No, she wasn't. She was in London with her boyfriend." And I was like, okay, Bing. All right, I see you good. That's good information. Good sorting out that information there. So I think also they were fighting it a lot, so they'll get there-

Mordy Oberstein:

It's a work in project. It's not a critique at all. This whole technology really is in its infancy, but as a user, if you're going to be asking you questions about like Giancarlo Stanton injury status, take the answer with a grain of salt. You have to really be careful.

Crystal Carter:

Yeah, it might be worth them putting a little label on there that's like, do check.

Mordy Oberstein:

Yeah. But be that as it may anyway. Well, this was kind of new. What was definitely new is the news.

Crystal Carter:

The news.

Mordy Oberstein:

So here's our owed, our weekly owed to Barry Schwartz. As we get into the Snappy News. Snappy news, snappy news, snappy news. Get a whole bunch of things for you from Barry Schwartz over at SearchEngineRoundtable.com. They're all from Barry this week, and they're all from SearchEngineRoundtable.com. First up, Google rolling out multiple feature snippets on desktop search. Reports are coming in showing that Google is using multiple featured snippets. Three to be exact on desktop. So you search on desktop and you would get three snippets of texts with three URLs crammed into the same space at the top of the SERP. I'm not sure how widespread this is. I don't see it on desktop. I do see it on mobile, which goes back to a previous Google release.

Again, I don't see it on desktop in the US or not in the US. I don't see it, but maybe you do. By the way, the idea of Google going more diverse with feature snippets is something I've been clamoring about for a long time. Did whole article about it on the Wix DEO hub. So I will link to that in the show notes. Okay, AI, Google search, generative experience results are not really personalized. Thank you, Barry. Good to know. Google Bard can now provide more precise local results if you allow Bard to access your location. Thank you, Mary. Good to know, Microsoft, Bing chat to work on all browsers soon. Once again, Barry, thank you very much. Great to know. And that's this week's snappy news. Thanks for listening to our little news section. I hope you enjoyed it.

Crystal Carter:

Thank you. We have some listeners who say that the news is their favorite part of the SEO.

Mordy Oberstein:

Yeah. We have one listener who says that. His name rhymes with Mary Borts.

Crystal Carter:

No, there was somebody else who said that they absolutely love the Snappy News. And shout out to all of our listeners. Hello, listeners out there in Radioland... Not Radioland. Podcast Land.

Mordy Oberstein:

Podcast Land.

Crystal Carter:

Thank you for joining us and thank you for enjoying the Snappy News.

Mordy Oberstein:

Yes, it was quite snappy. But before we do the part for this week, we have to go through our follow of the week and we have... 'Cause we're talking about content and content strategies. We have somebody who's all about content, contributor to the Wix SEO Hub herself, Maddy Osman over at Maddy Osman on Twitter, that's M-A-D-D-Y O-S-M-A-N. And Maddy is a content strategist execution. She wrote a book. She has a book about writing content that you can buy.

Crystal Carter:

She's really into her content. She's contributed some fantastic articles on the Wix SEO Hub. And she has, again, yeah, written the book and she's got a really good community that she runs that talks about content as well. So yeah, do you check out Maddy at Blocksmiths, she also runs courses on content as well. Super, super friendly. Super, super clever. A great follow if you're looking to increase your content quality and quantity.

Mordy Oberstein:

Yes, she's definitely little more prominent SEOs on the content side, thinking about content from an SEO point of view and just from a pure content point of view. So give a follow to Maddy and tell her we sent you. Nut you can't do when you follow someone, I wish you could... There should be a referral of some kind. Like I followed you because the SERP's Up Podcast editor follow you.

Crystal Carter:

Yeah, I think that'd be good. Ride the wave.

Mordy Oberstein:

Yeah.

Crystal Carter:

SEO.

Mordy Oberstein:

Ride the Wave because the SERP's Up Podcast, it's a whole surfing thing. Get it? Thanks. Anyway, thank you for joining us on this SERP's Up Podcast. Already going to miss us not to worry. We're back next week with a new episode as we dive into what the heck is helpful content, actually?

Crystal Carter:

What is helpful, what is unhelpful? What's going on with helpful content? Let's talk about it.

Mordy Oberstein:

What does it all mean? What does it all mean?

Crystal Carter:

Can we get some help?

Mordy Oberstein:

Yes-

Crystal Carter:

I need somebody.

Mordy Oberstein:

It would be very helpful. Look for wherever you consume your podcast or on the Wix SEO learning them over at wix.com/seo/learn. Looking to learn more about SEO. Checkout all of the great content and webinars and newsletter on the Wix SEO Learning, however you guessed it. wix.com/seo/learn. Don't forget to give us a review on iTunes or a rating on Spotify. Until next time, peace, love, and SEO.