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From query fan-out to first-party data: What you need to know now!

16.01.2026 —

Those who still rely on individual keywords, click figures and platform promises are losing control.
In this issue, we show how modern AI search really evaluates content, why YouTube is once again focussing on depth instead of just short clips and why first-party data is becoming the central basis. We also take a quick look at the latest platform updates around Google, social media and AI that you should know about.

Online Marketing Aktuell 01/26
- Our focus topics

Query Fan-Out: How this AI principle gives you insight

While GEO, GAIO or LLMO are currently being discussed, query fan-out does not describe a new marketing term, but the concrete functional principle of modern AI search systems. Instead of answering a search query in isolation, the AI breaks it down internally into numerous related sub-questions, checks different perspectives and uses these to compile a consolidated answer.
This is not a dream of the future or a new optimisation label - but the technical basis on which AI answers are already being created in Google, Bing & Co. today.

Why this is relevant for you:

Query Fan-Out explains why classic SEO mechanics are losing their impact. Visibility is no longer just about the "one right keyword", but about whether your content appears as a relevant source in several of these internal sub-questions.
If you explain connections clearly, anticipate typical user questions and cover topics in full, you increase the chance of being picked up and cited by AI systems - regardless of individual rankings.
Query Fan-Out does not show what you should optimise, but how AI actually finds and evaluates content. This is precisely why this concept is more relevant than many of the current buzzwords.

YouTube: The big comeback of long-form videos

Although short videos continue to dominate the feeds, YouTube is currently experiencing a clear countermovement: long videos are making a comeback. More and more creators and brands are once again focussing on detailed content with depth, storytelling and added value. The reason: users are spending time on YouTube specifically, looking for categorisation, knowledge and entertainment - not just quick impulses.

Why this is important for you:

Long-form videos build trust, expertise and brand loyalty.
YouTube rewards longer watch times with better visibility, while companies can explain complex topics credibly.
Those who strategically combine long-form and short-form use YouTube as a sustainable reach and positioning channel instead of just a clip platform.

In addition, YouTube is currently testing carousel posts in the shorts feed, where creators can show up to 10 images in one post to create more reach and variety in the feed - similar to TikTok or Instagram, and with the prospect of audio options for image posts in the future.

First party data: why it is now more relevant than ever

External data sources are becoming increasingly less reliable. Browsers are blocking third-party cookies, platforms are restricting tracking and search systems are providing less and less transparent insights into user behaviour. At the same time, zero-click results are on the rise - rankings and click data alone are no longer sufficient to realistically assess actual SEO success.
First-party data closes precisely this gap. It comes directly from your own touchpoints and therefore remains controllable, stable and compliant with data protection regulations. Right now, they are becoming a decisive factor in making SEO not only visible, but also economically assessable.

Why you should take advantage of this:

External tracking and keyword data only provide limited and sometimes distorted signals.
You regain control over your database, regardless of platform or algorithm changes.
You understand how content is actually used and what contribution SEO makes along the entire customer journey.

Companies that continue to rely solely on external data will lose their ability to control the process. A clean first-party data strategy makes SEO future-proof - even in an environment with less transparency.

P.S.: Short, crisp, important!

You also don't want to miss these online marketing updates.

In addition to the previously mentioned topics, we've picked up some fresh online marketing news that's too exciting to keep to ourselves. Here are the highlights:

AI:

Google: a new '+' icon has recently appeared directly in the search bar, allowing users to more easily access multimodal AI search and upload functions (e.g. images/files) - a move that puts AI search even more centre stage. ' Read more
ChatGPT Health: OpenAI launches ChatGPT Health, a dedicated, protected AI area for medical questions where users can integrate health data and better categorise information. For doctors and healthcare providers, this means that AI becomes the first source of information. ' Read more

SEO:

Analysis tool for AI: If you want to remain visible in the future, you need solutions that measure whether and how content is cited by AI systems (AI Overviews, AI Mode) and used for answers. The Search Party analysis platform is currently the leading platform for precisely this by making this new form of AI visibility visible and analysable. ' Read more

SEA

Language targeting: Google is removing manual language targeting in search campaigns and will in future leave language selection entirely to its AI, which will automatically decide which language to display adverts in based on user signals - which could simplify campaign setup but also mean less control. ' Read more

Social media:

Customised Instagram grid: You can now customise the Instagram grid of your personal feed and change the order of all posts to highlight the most successful content or create a more coherent overall picture. ' Read more
Reddit: The platform has overtaken TikTok as the fourth most-visited social media platform in the UK. In addition, Reddit is now the most cited source in AI Overviews, which explains its positive ranking in search queries. ' Read more