Technological platforms are in constant evolution. In recent years, both Google and Meta have introduced updates that are reshaping the rules of digital marketing, SEO, advertising, and user experience.
These Updates from Google and Meta impact not only developers or marketing specialists but also small and medium-sized businesses that rely on these platforms for growth.
Google: Beyond Traditional SEO
Google is integrating generative artificial intelligence directly into its search engine with the Search Generative Experience (SGE). This feature uses AI to provide more comprehensive and conversational responses, fundamentally changing how search results are displayed.
Key Impact:
Organic links may lose prominence if not well-adapted to the new format.
Useful, in-depth, and well-structured content is more important than ever.
Helpful Content Update: Farewell to Empty Content
Google’s Helpful Content Update continues to evolve. It now further penalizes texts created solely for ranking purposes without real value to the reader.
Key Recommendation:
Write content with the user in mind first. Include clear answers, reliable sources, and a comprehensive experience.
Meta AI and Predictive Campaigns
Meta has enhanced its advertising tools with more advanced artificial intelligence models. The goal: to automate and personalize campaigns with greater precision.
Key Changes in Meta Ads:
Predictive segmentation based on real-time behavior.
AI-driven adaptive creatives.
Reduced cost per result by improving optimization.
Threads: The New Social Bet
Threads, the social network competing with X (formerly Twitter), has rapidly gained ground. Its integration with Instagram allows communities to engage in a more conversational experience.
Key Points for Brands:
Ideal for short content, trends, and customer service.
Opportunity to strengthen brand voice on new channels.
Focus on Expert and Multimedia Content
Google favors content that demonstrates expertise, authority, and trustworthiness (E-A-T). Articles that combine text, video, graphics, and useful links are more likely to stand out.CRLN
Tip: Include testimonials, case studies, or quotes from reliable sources.
Invest in Automation with Human Oversight
Meta and Google are automating extensively, but that doesn’t mean leaving everything to AI. Supervise your campaigns and adjust with human judgment to maintain authenticity and effectiveness.
Diversify Your Digital Presence
With constant changes in algorithms and platforms, relying on a single channel is risky. Focus on:
Multiformat SEO (text, video, audio).
Active presence on networks like Instagram, Threads, TikTok, and LinkedIn.
Email marketing as a direct and stable channel.
Generative AI in More Products
Google and Meta are heavily investing in models like Gemini and LLaMA. Soon, we’ll see more intelligent features in Gmail, WhatsApp, Maps, Ads, and more.
Privacy and User Data
The end of third-party cookies in Chrome and changes in iOS will continue to affect data collection. The solution will be to build trust-based relationships with users and collect first-party data.
The updates from Google and Meta are not obstacles but opportunities to stand out if you know how to adapt. The key is to understand the change, anticipate trends, and always put the user at the center of your strategy.
