Google isn’t the top search engine for Gen Z — social media is
📰 NoGood News | Vol. 72
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
Google isn’t the top search engine for Gen Z — social media is
This is how to optimize your channels for social media search
Winning on social isn’t just about what you post, it’s when you post
SSENSE is proving that community engagement is all about timing
Structured data isn’t a nice-to-have anymore, it’s a must-have
Ready? Let's get into it.
🔎 Google isn’t the top search engine for Gen Z — social media is
How to optimize your channels for social media search
Googling isn’t the go-to method for Gen Z to find information online.
Now, younger generations are taking their questions straight to social to find authentic, relatable answers faster.
Unlike traditional search engines that rely on algorithms to rank web pages based on keywords and links and helpfulness, social search engines prioritize content that has been validated by users within a social network — something Gen Z cares a lot about.
With Gen Z preferring visual content and peer-validated reviews over polished marketing materials and ads, social search stands out as the obvious choice for a search engine.
Here are 5 strategies to optimize your content for social search:
Social Keyword Research: Use platform-specific tools like TikTok’s Keyword Insights or Instagram’s Explore page to identify trending topics and hashtags
Optimize Content Descriptions and Captions: Front-load key information and keywords in the first few lines; use a mix of broad and niche hashtags; include relevant keywords naturally throughout the caption
Create Search-Friendly Video Content: Start videos with a hook that includes your main keyword or topic, using on-screen text to highlight key points and searchable terms — be sure content directly answers common questions in your niche
Leverage User-Generated Content (UGC): Encourage customers to create content using your branded hashtag; repost and engage with UGC to boost visibility.
Optimize Your Brand Profile: Use relevant keywords in your bio, profile name, and username; include a link to your website or a landing page with additional resources
Head to our blog to learn more about social search and how to optimize your channels for increased visibility and engagement.
⏱️ Winning on social isn’t just about what you post — it’s when you post
SSENSE is proving that community engagement is all about timing
SSENSE has been hitting the mark when it comes to community engagement.
It seems like they always post the right thing at the right time, positioning themselves at the center of the trends related to their niche.
Why does this works? Brands that win on social are the ones that know how to tap into cultural conversations that are happening — as they're happening.
This demonstrates an ability to understand your audience and start a conversation in real-time, just like a friend would.
This approach humanizes the brand, increases organic sharability, and places the brand in the center of conversations that are already going viral.
What do you think about SSENSE’s social media strategy? Do you like their approach?
💡 Structured data isn’t a nice-to-have anymore — it’s a must-have
How structured data and AI will impact marketing
With the introduction of AI overviews, it can be difficult to stay on top in SERPs.
Rich results are taking precedence over traditional SEO elements like keyword placements and links.
In order to continue to rank, we need to ensure that Google’s algorithm can scan our content. Enter structured data.
Structured data is the translator between your content and search engine.
It helps Google better understand what your content is about in order to classify it and serve it to users.
Here are 5 steps to implement structured data:
Identify Your Goals & Content Types: Consider what area of SEO or your site you’re trying to improve or specific results or user engagement you want to target.
Choose The Right Structured Data: Schema.org is the clear source of truth for any implementation, offering a library of options for a variety of content types and structured data options.
Implement Structured Data: There are 3 ways to implement structured data — Manual, plugins, or Data Feed Manager (Ecommerce). If you’re unsure which option is best for you, discuss it with your developer so they can provide their input and help you move forward with the best possible solution.
Test & Validate: Before sending any new code live, you’ll want to make sure it’s properly formatted and accepted by Google. You can validate your code using Google’s Rich Results tester.
Track & Measure: Implementing structured data should have an impact on both traffic and CTR. Use Google Search Console to keep track of the different types of enhancements you place on your site and ensure there aren’t any invalid elements that need to be altered.
Head to our blog to learn more about the future of structured data and how to implement it correctly.
🎙️ Q&A with an expert
A bi-weekly interview series with the best in the game
Q: What do you think of Amazon's new AI chatbot, Rufus?
A: I put Rufus to the test... but wasn't impressed and here's why. In Amazon's example of how to use Rufus, they show a user asking for the "best toys for a dinosaur-obsessed 5-year-old." I put this exact query into Google and saw the same product show up. Google has an additional edge here because they are able to show so many more products with the same query compared to a simple back-and-forth conversation.
Q: Where do you think the future of e-commerce AI chatbots is headed?
A: I think the future of AI chatbots for shopping will be spearheaded by specialists with bots tailored to specific industries. A bot like Rufus can apply overarching logic to numerous demographics, but those who specialize in specific verticals, such as Wizard with the vertical of parents, have far much more to offer parents specifically because of how nuanced the logic behind these recommendations really needs to be. The bot should already know that your child likes dinosaurs, which is more often the case with specialists like Wizard.
✍️ We wish we wrote this
A curated list of the past 2 weeks’ must-read articles:
Food is the new symbol of luxury for Gen Z, and brands are noticing
Paramount’s new logo is giving finance instead of entertainment
Spotify wants to be your go-to social platform for all things audio
👀 Keeping up on the socials
Because we know you like to stay in the know:
Duolingo widgets but make it “how to speak corporate”
When management sees us collaborating as a team….
Olivia Rodrigo’s Stanley Cup is so on-brand for appealing to younger generations
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