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Strategic thinking on international SEO, multi-market visibility, and what it takes to actually win in a new market. For in-house teams and brand managers doing this for real.
AI Overviews launched in France. Here's what the markets that went first already know.
Roughly 40% of AI Overview citations come from pages outside the organic top 10. Ranking first no longer protects you. What the markets that went before France already know, and what to do this week.
Cette note est disponible en français → Télécharger le PDF “AI Overviews en France : ce qui vient de changer”
The essentials
Google launched AI Overviews and AI Mode in France on 22 July, two months ahead of the ceiling it gave publishers and without a signed remuneration agreement.
Published impact studies range from -15% to -65% on click-through, because they measure different things. Risk concentrates on informational queries, not on industries.
Roughly 40% of AI Overview citations in Italy come from pages outside the organic top 10. Ranking first no longer protects you, and not ranking first no longer excludes you.
One action is urgent this week: export your Search Console baseline before the pre-launch period slides out of the 16-month window.
What happened this morning
At 7am, Google launched AI Overviews and AI Mode in France. Both at once, desktop and mobile, rolling out progressively over the coming days.
France was the last major market without them. Not for technical reasons, the feature has run in French in Belgium and Switzerland since March 2025. The block was legal, tied to France's neighbouring rights regime, which obliges platforms to pay publishers for reusing their content.
That block just gave way, and it gave way without an agreement.
On 29 June, Google wrote privately to French press editors announcing a launch "no later than 23 September." The letter was revealed by Ouest-France and confirmed by Les Échos and Le Monde. Everyone read that date as the plan. It was a ceiling.
The official announcement came from Sébastien Missoffe, Google France's managing director, and calls it a major milestone. French publishers called it a fait accompli.
Why this matters beyond France
If you run search in more than one market, the French launch is the last data point in a two-year natural experiment.
Every major market has now crossed the same line, at different speeds, under different conditions. The US got the feature in May 2024 and watched it fail publicly. Nine European markets followed in March 2025. AI Mode reached 40 countries in October 2025, with France carved out. Now France, two months ahead of a schedule Google itself set.
What this means practically: there is no market left where "wait and see what happens elsewhere" is a strategy. The elsewhere is gone. Everyone is now downstream of the same mechanism, and the only variable left is what share of your traffic sits in the exposed category.
That variable turns out to matter enormously.
What the data actually shows
Not a single number. A range, and the range has a structure.
Germany → SISTRIX analysed over 100 million German keywords. When an AI Overview appears, click-through at position one falls from 27% to 11%. Across the market, that's 265 million organic clicks lost per month. Johannes Beus, who founded SISTRIX, put it plainly: that traffic isn't coming back.
Global → Ahrefs, across 300,000 keywords: a 58% drop in position-one CTR when an AI Overview is present. In April 2025, the same measurement showed 34.5%. It worsened by two thirds in eight months.
United States → Pew Research Center tracked 900 people across nearly 69,000 searches. With an AI summary present, users clicked a traditional result 8% of the time. Without one, 15%.
Italy → SEOZoom analysed close to 30 million Italian keywords. AI Overviews trigger on 54.15% of searches. Of 168 million visible domains in Italy, the algorithm draws on 175,000 — one tenth of one percent. And roughly 40% of cited links come from URLs that don't rank in the organic top 10 for that query.
Concentration → Ahrefs, across 55.8 million AI Overviews: the top 50 domains capture 28.9% of all mentions.
These figures span -15% to -65% depending on the study. That isn't a contradiction. They measure different objects — browsing behaviour, keyword-level CTR, brand Search Console time series. Anyone citing one number as the answer is either selling something or hasn't read the methodology sections.
The finding that should change your planning
Forty percent of Italian AI Overview citations come from pages outside the organic top 10.
Ranking first does not protect you. Not ranking first no longer excludes you. The two hierarchies do not map onto each other, and most organisations are still managing the first one exclusively.
This is the single most actionable finding in the current data, and it's the one that gets least attention, because it doesn't fit the story either side wants to tell. It isn't a catastrophe narrative and it isn't reassurance. It's a structural change in how visibility is allocated.
Where the risk concentrates
Sector exposure varies more than most coverage suggests.
In Italy: health at 40.3% coverage, finance at 20.2%, family and community at 19.9%. At the other end, general retail at 4.3%, travel and tourism at 6.4%, sport and fitness at 6.4%. Ahrefs finds the same hierarchy in US data, with health and wellbeing at 43%.
The logic is readable. Google intervenes where a wrong answer causes harm, and holds back where its advertising model is exposed. If you sell, you're spared for now. If you explain, you're exposed.
Which means your risk isn't determined by your industry in the abstract. It's determined by what share of your organic traffic comes from people trying to understand something rather than buy something.
That's a number you can calculate on your own data this week.
What France reveals about regulatory protection
Here's the part with implications beyond search.
France had the strictest publisher protection in Europe. Two competition authority fines — €500 million in 2021, €250 million in 2024. An active framework agreement covering roughly 450 publications. Ongoing negotiations. A commitment in writing, dated 29 June, naming September.
Google launched in July, during the French summer holidays, without a signed remuneration agreement, two months ahead of its own stated ceiling.
The CPA, GESTE and SPIIL — three French digital publishing and marketing bodies — issued a joint statement criticising the timing and announcing graduated responses. As of today, no legal action has been filed.
If you were counting on regulatory friction to buy you preparation time in any market, this week is the data point that should update that assumption. The strictest regime in Europe produced a two-year delay and then folded on a Wednesday morning in July.
What France gained, and what it lost
Every market that went before France got the rough draft.
Google launched in the US in May 2024, watched its AI recommend putting glue on pizza, and pulled back within a fortnight. Then spent two years restricting, patching, expanding, retreating — in public. Those two years functioned as a visible warning for American, British and German site owners. They watched it arrive slowly enough to react.
France got the finished product. No observation phase, no gradual ramp during which anyone adjusts. Same mechanism, higher step.
What France did gain is two years of data produced by other people. Germany, Italy, Spain and the UK have already measured what happens. Those numbers are public and they constitute a map the pioneer markets never had.
The delay was never a reprieve. It was an information advantage, for anyone who used it. It expired this week.
What to do now
For anyone with French traffic, one action is genuinely urgent this week. The rest can wait.
1. Capture your Search Console baseline
Search Console holds a rolling 16-month window. Your pre-22-July data isn't gone today, but it will slide out of that window over the coming months. If you don't export it, it becomes unrecoverable — barring an external backup like BigQuery, which most organisations don't have.
Export this week:
16 months of performance: queries, pages, impressions, clicks, CTR, average position
The Generative AI report, if available on your property
Device and country breakdowns
Store the files outside Search Console.
In October, someone senior will ask whether a traffic decline is AI or execution. Without this baseline, that question has no clean answer.
2. Segment traffic by intent
Calculate what share of your organic traffic comes from informational queries. Above 30%, your exposure is real and you should act in September. Below 10%, observe.
This takes half a day and it determines everything else.
3. Watch the impressions-to-clicks gap
Stable impressions with falling clicks means you're being cited and nobody is clicking through. This decoupling is the first symptom observed in every market. Track it page by page, not at site level.
What not to do
Don't extrapolate German numbers directly. Different query mix, different publishing landscape, 16 months of divergence. Those figures give you a range of scenarios, not a forecast.
Don't opt out reflexively.Seer Interactive data shows brands cited in an AI Overview get 35% more organic clicks than those that aren't. The opt-out is domain-level, not page-level, and granular control isn't scheduled until March 2027. It's a genuine trade-off, not an obvious protective measure.
Don't restructure content this month. The rollout is progressive. Seeing AI Overviews on some queries and not others in July is expected. Wait for three or four weeks of French data before making structural decisions.
What I'm tracking
The full guide comes mid-August, with the first French data. Three things I'm watching:
French coverage rate. Germany sits around 20%, Italy at 54.15%. Where France lands between those two is the largest remaining unknown, and it changes the size of the problem substantially.
Who gets cited. The top 50 domains already capture nearly 29% of mentions globally, and they're overwhelmingly encyclopaedias, community platforms and established media. If France follows that pattern, smaller businesses face a real choice between optimising for citation and building direct audience.
What publishers do. Moving from a statement to an actual filing with the competition authority would change the timeline. And if a major French publisher opts out, that produces the first usable dataset on what opting out actually costs.
Working on French market visibility? Get in touch!
The full guide — comparative analysis across markets, sector breakdowns, a 90-day plan — lands mid-August.
This note is also available in French: [download the PDF]
Sources
Launch and official communication
Google France — Lancement des Aperçus IA et du Mode IA en France (Sébastien Missoffe, 22 July 2026)
Abondance — Google lance officiellement les AI Overviews en France
Blog du Modérateur — Google déploie AI Overviews et AI Mode en France
Publisher response
Journal du Net — Google lance AI Overviews en France sans concertation avec les éditeurs de presse
Archimag — Google déploie AI Overview en France et engage un bras de fer avec les éditeurs de presse
Impact data — markets that launched first
SISTRIX — AI Overviews in Germany (Johannes Beus, 100M+ keywords)
PPC Land — AI Overviews cost Germany 265M organic clicks monthly
Ahrefs — AI Overviews Reduce Clicks by 58% (300,000 keywords)
Ahrefs — AI Overviews Reduce Clicks by 34.5% (original study)
Pew Research Center — Do people click on links in Google AI summaries? (900 people, 68,879 searches)
Seer Interactive — AIO Impact on Google CTR (3,119 queries, 42 organisations)
SEOZoom — AI Overview conquista le SERP (Gennaro Mancini, December 2025, ~30M Italian keywords)
Tools and mechanics
Ten years of not compromising: what I actually believe about international SEO consulting
I registered a business in March 2016 to invoice €150 for two CV rewrites. Not exactly a founding myth. Ten years later, here's what I'd actually stake my reputation on.
There's a version of this post where I list ten things I learned in ten years. You've read it before, written by someone else, and you didn't finish it.
This isn't that.
Time is short. At some point in my mid-twenties, that stopped being a philosophical observation and became a practical one. I wanted to build a life I could live on my own terms, decide where my time went, what I worked on, and with whom. Freelancing, at first, was the experiment. Then the maths worked. Then it became the structure that made most sense for how I wanted to work.
I registered a business in March 2016 to invoice €150 for two CV rewrites. Not exactly a founding myth. But it was the beginning of something I've been building, quietly and without apology, ever since.
What followed was two years of evenings and weekends, a growing conviction that this could work, and then, in 2018, the leap. Full-time, independent, and soon after: itinerant. Bologna. Gdańsk. Vilnius. Budapest. The Canary Islands. Strasbourg, eventually, where I've stayed.
Ten years in, I'm still here. Still building. Still finding this work genuinely interesting.
That last sentence is not a throwaway. It's the whole thing.
What I've accumulated over a decade isn't a methodology you can download or a framework that fits on a slide. It's a set of convictions — about how this work should be done, what it actually requires, and what to ignore. These are the ones I'd stake my reputation on.
There are no shortcuts. There have never been any shortcuts.
I've watched people sell SEO hacks for as long as I've worked in this industry. The same promises, the same dashboards dressed up as strategy. Some disappear quickly. Others flip their bad reputation into a badge — if everyone hates me, I must be onto something — which is, honestly, one of the least convincing arguments in professional life.
If any of those shortcuts produced real, durable results, we would know by now. We'd have the case studies. We'd see the clients renewing, year after year, because the work held.
Instead, I get the people who come to me after. The ones who spent two years paying four figures a month for a reporting dashboard and five keywords sprinkled across their homepage. The ones who tell me SEO is a scam… and they mean it, because for them, so far, it has been.
Real search strategy means understanding how a market actually searches, how competitors have built their presence, what signals matter in that context, and then doing the unglamorous work of making those things true about your site, consistently, over time. The decisions that shape whether any of that compounds happen long before the first brief lands: platform architecture, content model, how the organisation thinks about search as a function. Get those wrong and no amount of tactical execution rescues it. Get them right and the work builds on itself in ways that are genuinely hard to undo.
That's what a decade of this looks like, from the inside. Slow, deliberate, and durable, or not at all.
Knowing a market is not the same as speaking its language.
My English is genuinely good. I grew up partly in the UK, lived there. And none of that prepared me for the day I found myself deep in research for a project on toilet-unclogging products in Florida, trying to figure out, with full professional seriousness, whether a chemical solution would cause unnecessary suffering to a snake that had lost its way in someone's pipes. 🐍
My Western European background had not covered this.
The point isn't vocabulary. Every market has a logic: the way its searchers phrase their problems, the competitors who've spent years earning their positions, the cultural register that determines whether your content sounds authoritative or slightly off. The French don't search the way the Belgians do. German-speaking Switzerland operates differently from Germany. Translation is the beginning of a localisation strategy. It is not the strategy.
I've spent a decade doing this work while living in those markets, not just reading about them, living in them. That changes what you notice. It changes what you ask. And it changes what you're willing to sign off on.
The way I work produces better outcomes for the right partners.
Not because agencies are incapable. Because the incentives are different.
I don't apply the same recipe to everything. My deliverables are shaped by the actual situation, not by what fits a service catalogue. There's no overhead to justify, no pressure to make a project look more complex than it is. What businesses pay for is the thinking, and the relationship.
That relationship is part of the deliverable. I work on long projects with people I need to get along with, which means I have every reason to be honest, specific, and useful rather than impressive.
In an agency, when a project becomes "routine," the senior person moves to a more exciting account and the project gets a newer team. It's nobody's fault. It's just how the model works. Here, there's no version of that. The continuity is the point.
This also extends to the partner agencies I work alongside (white-label, advisory, or otherwise). Expertise isn't tied to a postcode in central Paris. Collaboration doesn't require a shared calendar. What it's tied to is the quality of the thinking, and the willingness to stand behind it.
What businesses actually need is someone who will tell them when they're wrong.
Not rudely. Not with drama. Early, clearly, and with a reason.
The most useful thing I do isn't the work I produce, it's what I say before I produce it. When the brief is wrong. When the timeline makes the outcome impossible. When the thing being asked for will produce nothing, and here's why, and here's what to do instead. That's not a confrontation. It's the job.
I got this wrong in the early years. I said yes to things I should have pushed back on, delivered work I knew was compromised, and learned that clarity upfront is a service. Teams who understand that: we work well together. Those who want someone more accommodating find them easily enough, and we both end up better off.
Ten years earns you the right to say that plainly.
Year eleven.
I know what I'm building. I know where this goes. And for the first time in a decade, I'm not hedging about it.
The frameworks I've developed across ten years of real projects — the way I think about market entry, content architecture, the decisions that happen before any tactical work begins — are taking shape as something beyond consulting hours. Not a pivot. An expansion.
For now: the business held. Ten years, without compromise on quality, on craft, on the right to say what I actually think. That's what this kind of work looks like when you mean it.
If this resonates with how you think about international search, the best place to start is a conversation.
Digital Expatriation: A Framework for International SEO
Cultural nuances matter in SEO. Digital Expatriation is a step-by-step framework that helps brands resonate with global audiences by combining data, tools, and cultural intelligence.
A few years ago, I packed my whole life into two suitcases. I left my home country behind for a few years of nomadic living, a phase that taught me more about adaptation than I ever imagined. Each new place came with its quirks: figuring out why German recycling was so precise, or learning the art of not tipping too much—or too little—in Italy.
This experience of adapting to different cultures shaped the way I approach SEO. Like an expat settling into a new city, succeeding in international SEO requires more than a quick glance at the map. It’s about immersing yourself in your audience’s world and understanding their unspoken expectations.
I call this approach Digital Expatriation. It’s a framework I’ve developed over years of working on SEO projects for diverse markets, blending cultural immersion, data-driven decisions, and the right tools to create strategies that connect. Here’s how you can use this mindset to make your own international SEO efforts thrive.
The Birth of Digital Expatriation
Digital Expatriation wasn’t born in a single moment of inspiration. Instead, it evolved through experience. Early in my career, I found that international SEO couldn’t simply rely on translating content or applying generic keyword research. Over time, I borrowed ideas from everywhere—a digital PR conference here, a workshop there—until it became a cohesive approach.
For instance, the idea of using statistical datasets to understand market behaviour came from a digital PR talk I attended years ago. My love for NotebookLM, an AI-powered research assistant, developed during a busy summer of creating my SEO Advent Calendar and a related email series. The tools and strategies I used to keep myself organised during those projects proved just as useful when tackling complex SEO challenges for clients.
I’ve tested and refined this framework through projects with clients in the fintech, food and beverages and the automotive industry.
If you're wondering what this looks like in practice for your own business, the SEO Strategy Sprint is where this framework comes to life.
What It Means to Be a Digital Expat
Imagine moving to a new country. You wouldn’t just unpack your bags and carry on as if nothing had changed. You’d adapt—learning the language, understanding local customs, figuring out how people shop, work, and communicate.
Digital expatriation is the same idea, applied online. It’s about treating your brand like a local in the target market. When you “move” into a new country digitally, you need to understand your audience’s culture, values, and online behaviour, then adapt your SEO strategy accordingly.
Take, for example, the time I worked on a campaign targeting elderly users in Montreal. One product we focused on was mini-skis for walkers, designed to make navigating icy sidewalks safer. As someone who grew up in a mild climate, this seemed strange—even risky—to me. But for Montrealers, who spend half the year navigating snow-covered streets, it was a practical innovation that made their lives easier.
Similarly, when working with a beverage brand like Lipton in the U.S., I learned how workplace culture is a far bigger factor in users’ behaviour there compared to France. Americans place a huge emphasis on benefits and company values, while French buyers may take those for granted due to differences in our labour systems.
These insights weren’t just interesting—they shaped how I approached messaging, keyword selection, and even page design for these markets.
Step 1: Immerse Yourself in Cultural Intelligence
Cultural intelligence (CQ) is the foundation of Digital Expatriation. To truly connect with your audience, you need to learn their cultural habits, preferences, and even the quirks of their online behaviour.
When working on a project for Dutch consumers, I discovered how smaller homes in the Netherlands shaped their buying behaviour. People there value practicality and space-saving designs more than in France. That insight changed everything—from how product descriptions were written to the images used on the site.
This kind of cultural and market intelligence is also at the heart of how I approach content strategy for international businesses.
If you’re just starting to research a market, dive into local content. For example, you can:
Watch YouTube creators and see how they talk about your industry.
Browse TikTok trends in your niche.
Explore local SERPs to understand what’s already working.
The goal isn’t just to learn—it’s to put yourself in the user’s shoes.
Step 2: Back Up Your Insights with Data
Once you’ve immersed yourself in the culture, it’s time to validate your assumptions with data. Here’s where tools like Google Trends, Statista, and EU reports become indispensable.
When I researched Dutch real estate trends, I found that my gut feeling about smaller homes was spot on. That confirmation allowed me to craft a strategy focused on space-saving furniture, rather than making broad, unfocused claims.
It’s not just about numbers—it’s about combining those insights with cultural understanding. Data tells you what people are searching for, but culture tells you why.
Step 3: Equip Yourself with the Right Tools
Digital expatriation requires a solid toolkit. My favourites include:
NotebookLM: Perfect for structuring research insights, especially when handling multiple markets.
DeepL + Native Review: While AI translation tools are great for speed, always have a native speaker review your work for cultural nuances.
Google Search Console: Use its country filters to see how your site performs in specific regions and uncover unexpected opportunities.
The right tools make the difference between guessing and knowing.
In conclusion
International SEO isn’t about translating—it’s about transforming. Digital Expatriation helps you step into your audience’s world and design strategies that truly resonate.
If this framework resonates with how you want to approach your markets, let's talk about what it would look like for your business.
The technical infrastructure that enables this, structured data in particular, shapes how AI systems read and represent your brand across markets. I covered that in detail after attending the Google Search Central Live in Zürich.
And if you'd rather follow the thinking before committing to anything: I write about international SEO strategy in my newsletter. One email, only when it's worth your time.
Let’s make your brand feel at home, wherever it goes.
How structured data is paving the way for AI-generated search
At #SCLZurich 2023, structured data emerged as a focal topic, highlighting its pivotal role in enhancing search results and paving the way for an AI-dominated SEO future. Explore its transformative potential for both search engines and website owners.
Last week I attended the Google Search Central Live Zürich 2023, or #SCLZurich for short. The conference, held over a whole afternoon at the Google HQ in—you guessed it—Zürich, Switzerland 🇨🇭, marked its grand comeback after the pandemic years. I had a really great day meeting with fellow SEOs, chatting with friends from the Women in Tech SEO group, and learning a lot from the Google Search staff. The talks were very interesting and got me thinking about many topics and ways to improve my skills.
If you want a breakdown of all that was said, head over to this recap post of #SCLZurich by Olesia Korobka or this 7 talks - 7 take-aways post by Corina Burri.
One topic that kept coming back throughout the afternoon was structured data. Although it’s, of course, a very important technical topic, I was surprised to see it mentioned, if not extensively developed in almost all talks that day. So this got me thinking: why are we hearing so much about this today? How does structured data inform the future of SEO, and how does it shape the impending era of AI-generated search?
How structured data helps improve search results
Microdata, structured data, schema markup, and semantic markup* are not new to SEO at all. We’ve been using these snippets of code in our pages for ages, especially when it comes to e-commerce. Structured data is what informs Google Shopping of your products’ features for example, as Matthias Weismann, Software Engineer at Google Shopping, explained it detail at the conference..
By the way, the Product schema markup is undergoing a hefty upgrade, with new variants that will better help the user find the product they are searching for. Think certificates, labels, sustainability or dietary specificities. These are exciting times!
By meticulously organising information about our products and services using structured data, we're essentially handing search engines a roadmap to our content. By linking or nesting items to one another, we’re saying, "Here's what we offer, and here's how everything is interlinked.”
This carefully crafted organisation doesn't just enhance the appearance of our search listings with rich snippets but significantly betters the user experience by delivering more precise search results.
Structured Data, AI and search
So what does structured data have to do with AI? Well, when Google crawls a website, it gathers all the information a page has to offer, including structured data. Then the indexing algorithms come into play and try to make sense of the page. At this stage, Google uses a bunch of machine learning, AI and NLP tools to figure out what the content is about and if it’s worthwhile for users.
Imagine a scenario where two pages have the same quality of content and relevant information. On the first page, Google has to sift through the content, analyse headings and links to understand what the page is about. In the second page, Google has to do the exact same work, but with added information, structured in the same way across all webpages for the same type of item.
On the first page, algorithms have to put in more work to categorise the content in their database, whereas on the second page, they “only” have to check if the information provided in the structured data bits of code match and correlates to the content on the page.
Of course, I'm oversimplifying here, but you get the idea. Structured data makes Google’s work easier. It takes way less computing power for Google to understand content with a roadmap than having to figure out a path on itself.
“While we have the technology to find that structure in web page text automatically, those systems are not perfect. (…) When you tell us what's on your web page in a structured way, we can more accurately interpret the contents.”
— Ryan Levering, Software Engineer in the Structured Data Team at Google (source)
If we think of it with a very down-to-earth capitalistic approach, it’s just more cost efficient for search engines. The same applies to having a technically sound and fast loading website, it requires less energy to load and crawl, which means it costs less to index. (Yes, it’s also more environmentally friendly, of course, but let’s not be blind to the societal system we operate in.)
How taking full advantage of structured data can benefit both users and website owners
The ripple effect of fully harnessing structured data can be huge. Imagine having your website not only fully present in the results of a query, but also taking space on the result page by offering rich results to users. It’s not only about the ranking position, it’s about the experience you offer.
For example, as Maria White, Global SEO Lead at Kurt Geiger, explained in her presentation at SCL Zürich, the experience you offer to your user does not start on your website’s homepage, it starts on the SERP.
This is exactly the kind of thinking that should inform your content strategy from the ground up, not as an afterthought, but as a foundation.
Going beyond the typical variants offered in a Schema item and actually going through the documentation to precisely optimise every relevant bit of information will help your website in the long run. Right now, there are open conversations happening on the Schema.org forums about how items should evolve through time.
For example, food product items could get an allergens variant in the near future, helping users take care of their health when researching and buying food online. And guess who is actively participating in this conversation? Yep, Google is. They are even at the origin of some of these evolutions. I don’t know about you, but to me, having an announcement at the next Google I/O that search results for purchasing food will now display allergens seems like a totally on brand thing for Google to do.
For search engines, it’s a clearer, more efficient route to quality results. For us, it’s about becoming the “cost-efficient” choice that demands less power to crawl and index, potentially earning a favourable nod from search algorithms in the long run. It's not merely about scaling the search product but elevating the quality of the user experience while reducing the digital carbon footprint of our online endeavours.
This proactive approach, as I gleaned from the conference, could be a game-changer in how we approach SEO, ensuring a win-win scenario for both search engines and website owners. Doing your research—dare I say, hiring an expert—on structured data, and not just “filling in the fields my CMS put up for me” could be one element that will tip the scale in your favour in the near future. Actively optimising your website with a collaboration mindset with search engines rather than a “quick win” approach is sure to be beneficial in the long run. If not for your rankings right now, then for your users, who crave information before making an informed purchase on your website.
If you want to keep thinking about how SEO and AI-driven search are evolving, I write about exactly this kind of thing in my newsletter. One email, only when it's worth your time.
Conclusion
The narrative around structured data is far from over. It's an unfolding chapter in the SEO playbook that holds promise for a more efficient, user-centric, and AI-compatible future. I invite you to delve deeper, explore the schema.org documentation, and start weaving structured data more intricately into your SEO strategy. It's about laying a solid foundation today for the AI-driven SEO landscape of tomorrow.
*Structured Data is a term used to describe data that is organised in a specific manner, making it easier for search engines to understand the content on web pages.
Schema Markup is a semantic vocabulary or a set of code tags you can add to HTML to improve search engines' understanding of your pages, essentially a form of structured data.
Microdata is a specific syntax used for embedding structured data in HTML documents, and it's one of the formats you can use to implement schema markup on your website.
Semantic Markup is a broader practice that refers to the use of HTML tags and other markings to denote not just the structure, but the meaning of the content, which includes practices like schema markup and others.
Ready to make structured data work harder for your business? Let's look at it together.
Content repurposing: recycle content you already have!
I published a class on content repurposing!
I have been working on two new projects lately, that work hand in hand. The first is a podcast about digital nomads, a topic I have been passionate about for the past five years. You can find detail about it here. The second one is teaching online. I am a firm believer that education and information are the most important things the internet has brought to the world and I wanted to participate in that.
Get access to the course on content repurposing and 2 months of Skillshare for free!
A couple of months ago, I was contacted by the Skillshare teaching team to collaborate to the platform as a teacher. I have experience in teaching IRL, but I hadn’t tried online teaching yet. I figured it was finally time for me to give it a go.
As it turned out, the launch of my podcast implied working with new methods: I learned (and I am still learning) to record audio, edit it, and publish it. I relied on Skillshare to learn these new skills and thus, already knew quite well the platform. I also got to use skills I hadn’t practised in some time like creating a brand from scratch, creating videos for social media, growing an audience on Instagram, building a community, creating a website from scratch and optimising it the way I intended, and using the content I had created to its maximum potential.
That’s where content repurposing comes in. I listened and studied hours of podcasts to understand how others were using recorded audio to their advantage. One huge inspiration was, of course, Gary Vaynerchuk, who mastered the subject long ago. I then created a complete process, that gets improved episode after episode, to create tens of pieces of content from one long podcast episode, easily shareable on social media and built for engagement.
During the process, I spoke to a few people about my content strategy and looked in depth at what other podcasters were doing. I found out most people didn’t know about content repurposing or didn’t use it. Most of the content is published once and advertised once, but not used to its maximum potential. That’s when I started working on the class.
Since I wanted to try teaching online, I decided to create a first class on content repurposing. The course is aimed at people who want to try content repurposing but don’t know where to start, marketers or business owners who have long-form content already published that wish to make the most out of it.
The class is short and concise — 15 minutes long, with many practical examples from my own experience with this method. It is focused on using long-form content to create multiple smaller ones. I plan on creating another class about creating long-form content from different small ones. More on that later :)
The class is only accessible to premium users, but by following this link, you will get 2 months for free. You can cancel at any time :)
👉 Get free access to the class
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