At the same time, the court requires Google to share certain data withcompetitors
This includes components of the search index, malta cell phone database such as document IDs and crawl times, as well as anonymized user signals, such as clicks or dwell time. The goal is to make it easier for other search providers to build powerful models.
However, popularity and quality signals such as Navboost, training data for AI models, Knowledge Graph information, and ad data do not have to be shared. The court aims to strengthen competition in the search market without jeopardizing Google's sensitive business areas. Google itself emphasizes the importance of data protection and warns of potential risks to user privacy.
Study: LLM traffic does not convert better than organic search
A recent study by Amsive shows that traffic via large language models (LLMs) like ChatGPT doesn't deliver better conversion rates than organic search traffic. On average, the values were 4.87% for LLM traffic and 4.60% for organic traffic – a difference that isn't statistically significant. Individual websites also showed a mixed picture: Sometimes LLM traffic performed better, sometimes worse.
In addition, LLM traffic currently accounts for less than one percent of total traffic, while organic search accounts for around one-third of sessions. The study is considered reliable, as even more advanced analyses have failed to confirm any real benefit of LLM traffic. Experts recommend not ignoring this channel, but rather monitoring it regularly and incorporating it into your SEO strategy. LLMs thus remain an exciting, but currently still a minor, factor in online marketing.
LinkedIn is increasingly focusing on creator content and videos in B2B marketing
A recent LinkedIn study of 7,000 B2B marketers shows that authentic content from creators, employees, and experts is more crucial for trust and credibility than AI-generated content. This is particularly relevant because purchasing decisions in the B2B sector are increasingly being made by younger generations: Millennials and Gen Z now make up more than 70% of B2B buyers and are heavily influenced by formats they are familiar with from their personal media consumption.
To meet these needs, LinkedIn is pushing ahead with its video offensive
In addition to new formats like Picture-in-Picture and BrandLink, the network is now also integrating the editing app CapCut. This allows videos to be published directly to LinkedIn from the app – a step that simplifies the production process and increases reach potential. With over a billion downloads, CapCut has long been established. The integration fits into LinkedIn's strategy to increase the visibility of video content and offer B2B brands additional opportunities for effective storytelling.