Today’s Insights
- SEO
- Future of Search
- Featured Snippets
- Content
- TikTok
Hey there,
Lately, I’ve been getting a lot of questions that all boil down to the same thing: “Is SEO still worth it?” With AI shaking up search, Google changing the rules, and platforms like TikTok jumping into the game, it’s fair to wonder where your time and budget should really go.
In this issue, I’m diving into what’s actually happening in the search world, from what buyers really want today, to why featured snippets are slowly disappearing (and what’s taking their place), and how TikTok is making its next big move with search ads.
-Javier
Featured Topic
Is SEO Still Worth It?
Yes, just not the way we used to do it.
Search is changing fast. With AI features taking over Google results and users turning to tools like ChatGPT and Perplexity, the way people discover brands online is evolving.
But SEO isn’t dead, it’s evolving too.
Here’s the reality:
- SEO still drives long-term visibility and brand awareness.
- Paid ads stop when your budget does. Good SEO keeps working.
- Content is your ticket to visibility in an AI-first search world.
Modern SEO is less about clicks, more about presence. It’s your brand’s foundation across search, AI, and beyond.
Source: https://www.searchenginejournal.com/should-i-still-invest-in-seo-yes-but-not-in-the-old-way/552422/
Search, Featured Snippets, Content Marketing, TikTok
The Future of Search: What Buyers Really Want
Today’s buyers aren’t just clicking links. They’re searching through AI, talking to voice assistants, and making decisions through calls, chats, and offline moments.
Here’s what you need to know:
- Ranking isn’t enough, visibility happens before the click
- Many conversions happen offscreen
- Real customer language drives better results
- Paid and organic should work together
- Old attribution models miss the full journey
To stay visible, marketers need to optimize for how people actually search and decide today.
Featured Snippets Are Fading — Here’s What’s Replacing Them
Search results are shifting fast in the AI era. Featured snippets, once a prime spot for visibility, are being replaced by AI overviews, direct answers, and new formats that prioritize quick, conversational responses.
It’s no longer just about ranking at the top, it’s about showing up in the right format, in the right context.
To stay visible, brands need to rethink how they structure content for AI-driven search.
Source: https://ahrefs.com/blog/how-serp-features-have-evolved-in-the-ai-era/
Rethink What “Top-Performing” Really Means
Lots of traffic doesn’t always mean success. If your high-traffic pages aren’t driving action, like leads, signups, or deeper engagement, they might just look good on paper.
Here’s how to shift your focus:
- Define what performance means beyond pageviews
- Identify content that supports real business goals
- Close funnel gaps and guide users to clear next steps
- Track conversions across devices and channels
Regularly update or retire outdated content
Source: https://searchengineland.com/rethinking-top-performing-content-459546
TikTok’s Next Big Bet: Search Ads
TikTok is quietly ramping up its search ad efforts, hiring aggressively and pushing adoption.
Though still new, more brands are testing TikTok search as a mid-funnel strategy. Some are seeing strong results with lower CPCs and better engagement, while others are still on the fence.
It’s early days, but TikTok is positioning search as a major part of its ad business, right as search habits shift.
Source: https://digiday.com/marketing/tiktok-doubles-down-on-search-ads-as-ad-spending-grows/