Watch AI Play Super Mario Bros.—Yes, Really 🍄

SEO

Google Search’s New AI Mode

Google’s new AI Mode is shifting search from a results page to a chatbot-like experience, and Glenn Gabe has been testing it extensively. Some of the key takeaways: AI Mode delivers detailed answers with tons of citations. Mobile users see a carousel of links at the top, yet desktop searches remain text-heavy. AI Mode also limits responses for YMYL queries like finance.

Glenn has videos for everything in this X thread. Definitely check it out because he gives you a big jump on learning all about AI Mode. Google also has a blog post on it.

New Research: How Often Do Americans Search Google?

Google dominates search, but how often do people actually use it? Rand Fishkin’s latest analysis, powered by Datos’ clickstream data, reveals the numbers behind search behavior. The average American performs 126 unique Google searches per month, but the median user searches just 53 times—suggesting a huge gap between casual users and power searchers. Some of the other insights:

• 1 in 3 users search Google 100+ times per month.

• Google handles ~5.9 trillion searches annually.

• Images and Maps are the most-used search verticals after standard web search.

• Shopping, News, and Video searches are relatively small in direct volume.

• AI search hasn’t significantly replaced traditional queries—yet.

• Google’s ‘Web’ tab sees minimal adoption.

Quality Classification vs. Relevance Scoring in Search Engines

Olaf Kopp breaks down the difference between relevance scoring and quality classification—two fundamental ranking processes in search engines. Relevance scoring ranks content based on how well it matches a query, using query-matching algorithms like BM25 and TF-IDF. Quality classification determines if the content meets credibility and trust standards (think E-E-A-T), using content credibility, domain authority, and engagement signals. Search engines use both to filter spam, surface high-quality content, and improve results.

This is a more technical look, but it’s all good to know.

CMO Guide to Schema: How Your Organization Can Implement a Structured Data Strategy

Martha van Berkel breaks down how structured data helps search engines understand your content, boosts rich results (think star ratings and product pricing), and creates a semantic data layer that improves AI-generated summaries. Implement structured data markup to unlock more rich results in search. Shift from keywords to entities—describe relationships between people, places, and things.

The Shift to Semantic SEO: What Vectors Mean for Your Strategy

Ann Robison dives into vector-based search, where AI interprets relationships between words, phrases, and concepts rather than just matching exact terms. This shift means search engines can surface results even if a query doesn’t contain your exact keyword.

SEO Ripples

• Google’s Martin Splitt says not to redirect all 404s to your homepage because it confuses both users and search crawlers. When a 404 occurs, search engines expect a clear signal that content is gone—not a misleading loop back to the homepage.

• Google’s controversial Page Annotations feature is officially dead. The tool, which injected Google-generated links into website content without permission, was widely criticized for effectively hijacking user content. Originally part of the Google App for iOS, it highlighted keywords and redirected users back to Google Search.

AI

DuckDuckGo Enters the AI Search Game With AI Assist and Chat

DuckDuckGo is officially rolling out AI Assist and Duck.ai, offering AI-powered answers while keeping privacy intact. Users can control how often AI appears—choosing from Never to Often in settings. No saved chats, no AI training on user input—privacy remains a priority. Duck.ai chatbot allows follow-up questions with models like GPT-4o and Claude 3 Haiku.

OpenAI Reportedly Plans to Charge Up to $20,000 a Month for Specialized AI Agents

OpenAI is setting its sights on enterprise AI with a premium lineup of specialized “agents”—and they won’t come cheap. According to The Information, OpenAI’s highest-tier AI agent could cost up to $20,000 per month to support PhD-level research. A high-income knowledge worker agent, will reportedly be priced at $2,000 a month. Another, a software developer agent, is said to cost $10,000 a month.

OpenAI GPT-4.5 and Grok-3 Models Dominate Chatbot Arena

OpenAI’s GPT-4.5 and xAI’s Grok-3 battle for dominance on the Chatbot Arena leaderboard. GPT-4.5 leads in multi-turn conversations, style control, coding, and instruction following, while Grok-3 claims top rankings in hard prompts and creative writing.

AI Ripples

• Anthropic redesigned their console platform to allow teams to collaborate on prompts, optimize AI responses with extended thinking, and generate production-ready API calls. Developers can fine-tune prompts using real-world test cases, compare outputs side by side, and refine their AI interactions with advanced engineering techniques. They’re picking up the slack on much of what OpenAI offers with their API Playground.

• Apple is rolling out AI-generated review summaries in the App Store with iOS 18.4, making it easier to skim user feedback without wading through endless reviews. Using large language models, Apple distills key points from reviews into concise, natural-language summaries, updated weekly.

• Forget chess—Super Mario Bros. is the new AI proving ground. Researchers at Hao AI Lab are using the game to test AI’s ability to plan, react, and strategize in real-time. Unlike traditional benchmarks, Super Mario demands split-second decision-making, making it a tougher challenge for large language models.

MARKETING

Microsoft Ads Work in Copilot

Microsoft Ads inside Copilot work by integrating AI-powered sponsored content directly into the conversational chat and search experience. Instead of traditional search ads that appear alongside search results, Microsoft is embedding interactive, dynamic ads within Copilot's responses and chat-based interactions. They’re using AI-powered brand agents, immersive showroom ads, and performance-driven creative tools to show hyper-personalized, interactive advertising.

Microsoft Shows How Ads Are Chosen in Bing

Ever wondered why a specific ad shows up in Bing search? Microsoft is now offering transparency with a new feature that explains ad selection. Click the dropdown arrow next to a search ad, and a pop-up reveals why you’re seeing it—covering advertiser details and targeting factors.

Marketing Ripples

• The latest IAB survey reveals 94% of advertisers worry that rising tariffs will slash ad budgets in 2025. Over half (57%) are extremely concerned, and nearly 60% expect a 6%–10% budget reduction, with some bracing for deeper cuts of up to 20%. Traditional media and social ads are likely to take the biggest hit, while CTV and online video may remain more stable.

CONTENT

How to Rank for Multiple Keywords With Semantic SEO

Andy Crestodina lays out the steps to rank for 100+ keywords with a single article using Semantic SEO. Instead of targeting a single search term, you optimize for entire topics—expanding visibility and traffic beyond basic keyword volume estimates. Some of the takeaways:

• Target topics, not just keywords. Google ranks content for multiple semantically related phrases. Yay topical maps!

• Ultra-low search volume keyphrases can drive big traffic. Don’t ignore them!

• Answer related questions. Use “People Also Ask” and Reddit for inspiration.

• Structure content strategically. Use subheads, lists, and clear sections.

• Expand with related subtopics. Find them in Google’s autocomplete and competitor content.

Average Website Visitor Conversion Rate Benchmarks

First Page Sage analyzed conversion data across industries and marketing channels for benchmarks. The findings reveal major disparities—eCommerce sites average 4.3%, while B2B SaaS lags at 1.7%. It’s important to understand how your industry’s sales cycle, trust factors, and user intent impact conversions. Some of the key insights:

• B2B SaaS conversion rate: 1.7% (longer sales cycle, multiple decision-makers).

• E-commerce conversion rate: 4.3% (transactional intent drives higher rates).

• Legal services: 4.2% (trust and free consultations boost conversions).

• Healthcare: 3.5% (education + easy scheduling = better results).

• Email marketing converts at 2.8%, outperforming SEO (2.3%) and PPC (1.5%).

• Direct traffic (3.3%) has the highest conversion rate—brand trust matters.

• SEO delivers high-value leads with a 2.3% average conversion rate.

• Paid social (1.6%) lags behind organic (1.8%) but can be effective with precise targeting.

• Trust elements (reviews, security badges, transparent pricing) significantly improve conversion rates.

Here’s a Search Engine Journal article with 10 examples of landing pages that convert.

LINK BUILDING

10 Tips for Building Relationships with Journalists in 2025

Vince Nero lays out 10 practical, battle-tested strategies to get journalists to actually want to hear from you. Journalists are drowning in pitches, and most of them go straight to the trash. Here are some of his tips that cover to be useful, be human, and—most importantly—don’t waste their time:

• Do the work for them. Provide all the details they need to write a story in minutes.

• Offer exclusives. Journalists love getting a scoop. Use it to build long-term relationships.

• Introduce yourself first. Don’t just pitch—make sure they know who you are.

• Avoid DMs unless invited. Most journalists prefer email for pitches. Respect their process.

SOCIAL MEDIA

• Google is shaking up YouTube Shorts advertising with Creator Partnerships, a new beta feature that lets brands promote user-generated content (UGC) featuring their products. Instead of just running ads, businesses can now boost organic Shorts that align with their brand—leveraging authentic creator content for better engagement and trust.

• Scammers are getting craftier with fake private YouTube videos claiming to be from YouTube’s CEO, Neal Mohan. Their goal is to steal your login credentials or install malware. These AI-generated scams trick creators into thinking their account needs verification or that monetization policies are changing. YouTube created a page saying they will never send private videos with official updates—if you get one, don’t click, just report it.

• YouTube is cracking down on online gambling promotions, tightening its policies to ban content that directs users to “unapproved” gambling sites. Twitch did set similar gambling restrictions in 2023, targeting offshore casinos paying streamers big bucks to push gambling content. Starting March 19, YouTube will remove links, icons, and verbal references to unverified gambling platforms while age-restricting related content.

WAYS WE CAN WORK TOGETHER

Floyi - The only AI-powered tool that builds 4-level topical maps, so your content strategy isn’t just planned—it’s unstoppable.

Topical Maps Unlocked 2.0 - The blueprint for ranking dominance. Learn how to structure content the way search engines (and audiences) crave.

Topical Map Service - We handle the research, structure, and strategy—delivering a custom topical map that builds authority, so your content dominates its niche

Content Strategy and SEO Consulting – No guesswork, no gimmicks—just you and me, refining your strategy into a clear, proven roadmap for traffic, authority, and conversions.

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