From query fan-out to first-party data: What you need to know now!
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 03/26
- Our focus topics
Black Hat GEO vs. White Hat GEO: How companies approach AI visibility the right way 🎩
With the rise of generative AI, search engine optimisation is also changing. In addition to traditional SEO, the optimisation of content for AI (GEO) is gaining enormous importance. However, as in traditional SEO, there are two fundamentally different approaches here too: White Hat GEO and Black Hat GEO. While white hat GEO focuses on quality, structure and genuine expertise, black hat strategies attempt to manipulate AI systems in a targeted manner - for example through mass-generated content or artificial networks of websites.
Why this is important for you:
Shortcuts can work in the short term, but carry high risks.
AI systems and search engines are constantly evolving and are getting better at recognising manipulative patterns.
Strategies based on deception therefore often lead to a loss of visibility or damage to trust.
Generative AI is changing the rules of online visibility - but not the basic principles. If you want to remain visible in the long term, you should focus on high-quality content, a clear structure and genuine expertise.
Short-term manipulation may seem tempting, but sustainable visibility in AI searches can only be achieved through trustworthy content and strategic white hat GEO.
Becoming visible in AI search results: Four actions that are critical now ✔
Based on the risks of Black Hat GEO, the crucial question is: What measures actually ensure that content remains visible in AI-supported search results?
The good news is that many of the factors that are crucial for visibility in AI search results today are based on the principles of sustainable SEO. However, certain qualitative measures are becoming much more important.
We have already implemented the following four steps in this combination on our own website. The impact on visibility in AIs is enormous:
TL;DR optimisation: short summaries help AI systems to understand and cite your content more quickly.
FAQ structures: Precise questions and answers increase the chance of appearing directly in AI answers.
Advertorials on specialist portals: Advertorials strengthen your SEO, increase trust and are often used as a source by AI systems.
Glossaries + AI videos: Specialist articles and supplementary YouTube content increase visibility and brand awareness.
We would be happy to implement high-quality advertorials on relevant specialist portals for you, for example, to boost the visibility of important keyword clusters, increase brand trust and increase the chance of being used as a source by AI systems such as ChatGPT. You can find a practical example from us here.
As an AI agency, we support you in optimising your website specifically for ChatGPT, AI Overviews & Co. Please feel free to contact us.
OpenAI and Amazon enter into AI partnership 🤖
OpenAI and Amazon have announced a strategic partnership to accelerate the development and use of AI. OpenAI will increasingly rely on the cloud infrastructure of Amazon Web Services (AWS) to train and deploy AI models. At the same time, new platforms will be created to make it easier for companies to develop AI agents and applications.
Why this is important for you:
Easier access to AI technologies: companies will be able to make greater use of OpenAI models via AWS in future.
More competition in the AI market: The partnership strengthens Amazon's position against other cloud providers.
Faster AI innovation: Large investments in infrastructure accelerate the development of new AI tools.
The partnership shows that competition in the AI market is increasingly being decided by cloud infrastructure and platform ecosystems. For companies, this means that AI applications will be integrated more directly into cloud services in future and will be easier to integrate into existing business processes and tools.
Relevance for ChatGPT Ads:
Amazon's cloud and commerce ecosystem could lead to more AI-supported applications, shopping integrations and agents based on OpenAI technology in the future. This strengthens ChatGPT as a platform for product search and purchasing decisions - and thus also the potential for native advertising formats and commerce ads within ChatGPT.
We will continue to monitor these developments closely and keep you informed of any updates.
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:
SEO & GEO:
- Google makes links more visible in AI Mode: Google has revised the display of sources in AI Mode and in AI Overviews: Links to websites are now displayed much more prominently, for example with hover pop-ups, icons and more emphasised sources. This could be positive for publishers and companies: The changes should increase the click-through rate (CTR) from GAIO and AI Mode and therefore bring more traffic from AI search results to websites again. ' Read more
Social media:
- TikTok: The platform is developing into a search engine and is therefore becoming increasingly interesting for companies and e-commerce. Many users search there directly for tutorials, product reviews or recommendations, thus partially bypassing traditional search engines. ' Read more
AI:
- ChatGPT removes direct checkout: OpenAI has discontinued its own checkout in ChatGPT for the time being. Instead, shoppers are now being redirected to external online shops or connected retailer apps. The move is seen as a change of strategy in AI commerce, where ChatGPT is intended to serve more as an advice and discovery tool for products rather than becoming a complete shopping platform itself. ' Read more
- ChatGPT now supports writing actions for Google and Microsoft apps, e.g. drafting emails in Outlook, creating docs/sheets or creating meetings in the calendar.
The functions are deactivated by default and must be activated by workspace admins per app; Microsoft may also require admin approval for new authorisations. ' Read more - Meta has acquired the Moltbook platform, a social network in which AI agents can communicate and interact with each other. With the deal, Meta is also bringing the founders into its own AI research team to further expand its strategy around autonomous AI agents for users and companies. ' Read more
Would you like to take your marketing to a new level? Then contact us!
We look forward to getting to know you in a personal initial meeting and to working with you to concretise the potential and measures for your brand.
Why you can trust this newsletter
At DREIKON, specialists from all areas of online marketing work closely together - from search engine optimisation to AI-supported marketing.
Our content is the result of real customer projects, continuous analysis and ongoing optimisation.
You don't get trends without substance, but tried-and-tested strategies and honest insights from the agency's day-to-day work.
