From the evolving intricacies of zero-click search to the ethical considerations of your tech stack, we’ve distilled the key updates you need to navigate this complex terrain. Let’s dive into the developments that will define your strategy this month.
Ready for the highlights (and lowlights)?
The TL:DR you need:
- Google’s market share has dipped below 90%, signalling increased competition.
- AI-powered browsers from Perplexity and ChatGPT are emerging as potential threats to Chrome.
- ChatGPT will soon introduce ads, a shift from its previous stance.
- Threads now has more daily active users than X
- YouTube is testing photo carousels in Shorts and prioritising AI tools, in-app shopping, and text-to-game features for 2026.
- A significant AI skills gap exists in B2B marketing, with many marketers feeling under-skilled for their roles.
Contents
SEO Updates
SEO success now hinges on creating content that satisfies both sophisticated AI-driven search algorithms and intensely discerning human users.
Search Updates for February
- New features were added to Google Search Console, including query groups, social channels and AI-powered configurations.
- We’re moving deeper into zero click marketing, as AI Overviews continue to reduce click-through rates.
- Google’s market share is potentially at risk. It’s dropped below 90% for the first time since 2015. Whilst it is still the largest search platform, but the others are claiming their ground.
- Chrome may also be at risk as Perplexity and ChatGPT have launched AI-powered browsers.
AI Updates for February
- eBay has taken a stance against AI agents and LLM-driven bots on its platform. Whilst the internet is becoming harder for the anti-AI consumer to navigate, this move may have offered them a safe haven ecommerce site.
- For the anti-AI cohort, they can also use Cloudflare to block and even monetise AI crawlers visiting their site.
- Perplexity has described AI search as “no longer a zero-sum game” and that “traditional SEO best practices still apply”.
- This is something that I have been saying for months. AIO and GEO are all just SEO in a different font.
- Google has also reinforced this message by advising you shouldn’t “craft anything for search or LLMs specifically”, specifically referring to chunking.
- Ads will be coming to ChatGPT soon.
- Previously, they have claimed that ads will never be part of the business model. It’s best not to talk in absolutes, because this is a classic case of sometimes things have to change.
- When people are looking to create content specifically for AI search FAQs, Medium posts and AMAs appear to be the easiest way to manipulate AI search.
- Some reports have stated that Gemini’s usage is up and close to taking over ChatGPT as the most used AI LLM.
- This comes as Gemini introduces Personal Intelligence, a way to connect Gemini to other Google apps for more personalised suggestions.
- It’s also confirmed that Gemini will power Siri and Apple Intelligence in the future.
Social Media Updates
It’s become increasingly important to review your tech stack and ensure that the tools you use aren’t misaligning with your company values. You don’t want to be alienating prospects, customers or employees by sending the wrong message unknowingly. For example, Hootsuite’s work with ICE in America caused outrage among their employees. Similarly, users jumped ship when they heard about Grok potentially breaking UK law by creating and sharing sexualised images of women and children.
Meta Updates for February
- Instagram has redefined the entire platform by replacing follower counts with “friend” counts
- This means nothing for your strategy, but good to know when someone mentions “friend count” that they are just using new terminology.
- Editing a video in another app DOES NOT impact reach, Adam Morensi has doubled down on this.
- Meta Verified gets a whole range of new potential features
- Competitive Insights allows users to compare their insights against other accounts.
- Facebook could LIMIT the amount of links business pages can post unless they subscribe to Meta Verified.
- Threads has overtaken X in terms of more daily active users.
TikTok Updates for February
- TikTok videos may soon allow users to link to fundraisers in their videos. This feature is reportedly being tested at the moment.
YouTube Social Updates
- YouTube is turning more social by testing Instagram-esque photo carousels which appear in the Shorts feed.
- The CEO of YouTube, Neal Mohan, has announced the 2026 priorities for the platform:
- AI tools for Shorts creation
- Text-to-game features
- In-app shopping checkout
- Image posts in Shorts.
Marketing Training Updates
Marketing Week have released the results of their B2B Marketing report, which has shone a light on some stark truths in the industry.
- Over half (51.7%) of B2B marketers recognise an AI skills gap within the marketing team.
- Over a tenth (11.8%) of B2B marketers admit they don’t feel like they have the right skills to fit the demands of their role.
- Another segment of B2B marketers (8.2%) are unsure if their skillset is up to scratch.
Stay Up To Date With Marketing
Digital marketing is ever-evolving, with new social media channels, new forms of searching for content and updates to algorithms and consumer changes. It’s important to stay up to date with the latest information to ensure your marketing is moving towards hitting your goals and targets.
There’s a lot to keep up with in marketing, which is why we offer a range of online and face-to-face marketing training courses and 1-2-1 consultancy packages that cover the latest trends and best practices that your organisation needs in order to succeed.
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