Weekly SEO and Marketing Recap: Jan 31, 2025

Alright, marketing fam, this week’s newsletter is a banger! We’ve got Google updates shaking up rankings, TikTok redefining e-commerce, and some juicy affiliate marketing insights.

Plus, there’s a FREE dinner in Dubai you don’t wanna miss. Let’s get into it! 🚀

1. Google Search Ranking Volatility Spikes (Jan 29-30)

Google’s search rankings have been on a rollercoaster ride over the past 48 hours, with major volatility reported across multiple industries. Tracking tools like Semrush and Mozcast are lighting up, and local search rankings are also seeing big shifts.

• What’s happening?: Some sites are reporting traffic spikes, while others are seeing sudden drops. Joy Hawkins noted significant changes in local organic rankings.

• Why it matters: This could be tied to an unconfirmed Google algorithm update. If your traffic is fluctuating, monitor your analytics closely and avoid making drastic changes until things stabilize.

2. DeepSeek’s Accuracy Drama

DeepSeek, the Chinese AI chatbot that’s been topping App Store charts, is under fire after failing 83% of accuracy tests in a NewsGuard audit. The chatbot has also been accused of inserting Chinese government messaging into unrelated answers.

• Key findings:

  • 30% of its responses contained false information.

  • 53% of its answers were non-answers.

  • Only 17% of its responses debunked false claims.

• Why it matters: This highlights the risks of relying on AI tools without fact-checking.

3. Reflections from the iGB Affiliate iGaming Conference in Barcelona

The iGB Affiliate iGaming Conference in Barcelona brought together the brightest minds in affiliate marketing and iGaming. Key discussions revolved around adapting to a cookie-less world, leveraging AI for affiliate tracking, and the future of compliance in regulated markets.

• Why it matters: If you’re in the iGaming niche, staying ahead of these trends is critical for long-term success.

4. Google’s Open-Source Marketing Mix Model

Google has launched Meridian, a free, open-source tool for marketing mix modeling. This tool is designed to help marketers measure the effectiveness of their campaigns across multiple channels.

• What’s cool about it?:

  • It’s free and customizable.

  • It allows marketers to optimize ad spend and understand cross-channel performance.

  • Perfect for data-driven marketers who want to stretch their budgets and maximize ROI.

5. Alt Text Is NOT an SEO Hack

Google has officially confirmed that alt text is primarily for accessibility, not SEO. This means that keyword-stuffing your alt tags won’t help you rank higher.

• Why it matters: Alt text should be used to describe images for visually impaired users, not as a sneaky SEO tactic.

6. Search Ad Spending Surged in Q4 2024

Search ad spending saw a massive surge in Q4 2024, with brands doubling down on paid search campaigns to close out the year strong.

• What’s driving this?: Increased competition during the holiday season and a focus on performance-driven marketing.

• Ali’s take: If you’re not investing in search ads, you’re leaving money on the table. Time to rethink that budget!

7. Google AI Overviews Found in 74% of Problem-Solving Queries

Google’s AI-generated overviews are now appearing in 74% of problem-solving queries. This is a big deal for content creators and SEOs.

• What you should do: Focus on creating content that directly answers user questions to increase your chances of being featured in these overviews.

8. TikTok’s Social Shopping Boom

TikTok is reshaping e-commerce in the US with its social shopping features. Brands are leveraging the platform to drive sales directly through short-form videos.

• Why it matters: TikTok is where Gen Z is spending their money, and brands that aren’t on the platform are missing out on a huge opportunity.

9. Navigating Affiliate Tracking in a Cookie-Less World

The cookie apocalypse is here, and affiliate marketers are scrambling to adapt. This article breaks down strategies to overcome tracking challenges in a cookie-less world.

• Key takeaway: Focus on first-party data and server-side tracking to stay ahead.

What’s happening?: The Affiliate White Sensation Dinner is being hosted by Awsumit in Dubai, and affiliates can register for FREE!

• Why you should go:

  • Network with top affiliates and industry leaders.

  • Enjoy a luxurious evening in one of the most iconic cities in the world.

  • Did we mention it’s FREE?

👉 Register here

🤔 Quiz Time:

What percentage of DeepSeek’s responses contained false information?
a) 17%
b) 30%
c) 53%
d) 83%

(Answer at the end of the email. No cheating, I’m watching you 👀)

This week’s tool is EPN, a platform for creating virtual cards.

• What it does: Provides virtual cards for secure online transactions, perfect for media buyers and affiliate marketers.

• Why it’s awesome: Helps you manage ad spend across multiple platforms without risking your main accounts.

• Pricing: Pricing details are available on their official website.

• Use case: Ideal for affiliate marketers who need to manage multiple campaigns and ad accounts securely.

👉 Check it out here

When your client says, “We need to rank #1 on Google by next week.”

Mobidea is a performance-based affiliate network that specializes in mobile offers.

• Why it’s lit: They’ve got a wide range of verticals like dating, sweepstakes, and mobile subscriptions.

• Features: Real-time stats, smart tools for optimization, and a super user-friendly dashboard.

• Learn more here

Alright, that’s all the marketing tea for this week. Don’t forget to register for the Affiliate White Sensation Dinner if you’re in Dubai—it’s gonna be epic! 

And as always, keep slaying your campaigns and staying ahead of the game.

Spitting facts and stats, Ali 👊
Brought to you by Aff.ninja 🥷