The way people find information online is already changing fast, and that change is accelerating. If your business depends on being discovered through Google or other platforms, there are a few important updates this week you should have on your radar.

A new Adobe report found that 77% of Americans now use ChatGPT as a search engine, and nearly 1 in 4 prefer it over Google.

That’s not a fringe trend. It’s a generational shift in behavior that’s reshaping how people ask questions, research products, and make decisions.

In our own company analytics, Google remains the dominant source of search traffic — but the growing influence of AI tools like ChatGPT is becoming impossible to ignore when it comes to how people discover information and engage with brands.

As our president, Chris Auman recently noted when reflecting on changing search habits:

“For what it’s worth, I’ve personally found myself using ChatGPT more than Google lately—but it really depends on what I’m trying to do or find. I don’t think this means people are abandoning Google or other niche platforms just yet, but it does feel like the tides are starting to shift. Time will tell where it all goes.”

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What you need to know:

Google’s Local SEO Signals are Shifting
Google quietly updated its local ranking documentation, especially around the concept of “prominence.” While they say it’s just a language cleanup, SEOs suspect this could signal bigger changes ahead, possibly moving toward AI-informed rankings. If you rely on local search visibility, it’s worth watching. Read More

The EU is Fighting Back Against AI Overviews
A coalition of publishers has filed an antitrust complaint, arguing that Google’s AI-generated summaries are siphoning traffic away from original content. Why does this matter in the U.S.? Regulation often starts in Europe and migrates west, and the outcome of this case could reshape how AI results are displayed globally. Read More

The B2B Video Glow-Up
B2B brands are ditching dull explainer videos in favor of emotional storytelling, humor, and cinematic flair—and it’s working. These next-gen videos are boosting engagement, sparking conversation, and shifting how businesses connect with buyers. Read More

Google to SEO: We’re Still Cool
Despite AI’s growing role in search, Google says SEO isn’t going anywhere. Instead, AI is changing how SEO works. It’s pushing marketers toward clearer structure, helpful content, and better UX. The message? Don’t abandon SEO—evolve with it. Read More

Thought Leadership = Real Influence
According to a new LinkedIn–Edelman report, strong thought leadership content still drives B2B purchasing decisions. Buyers are raising the bar. To influence, brands need insight, not fluff, and authenticity matters more than ever. Read More

SEO with a Smarter Compass
“Topic-first” SEO is gaining ground as a more efficient way to build search authority. Instead of chasing keywords, brands build content around central topics, anchoring pages with strong internal links and clear value. Read More

What B2B Videos Get Right
A breakdown of top-performing B2B videos reveals the winning formula: make it emotional, keep it short, and let your personality shine through. The data proves that authentic storytelling converts more than corporate speak ever did. Read More

Meta vs. Copycats
Meta is following YouTube’s lead and cracking down on unoriginal content. Pages reposting recycled or AI-generated material without adding value could face visibility cuts. It’s a wake-up call. Read More

Everything You Need to Know About Performance Max
Google’s Performance Max campaigns now dominate paid ad strategies, but understanding how to get the most out of them still trips up marketers. This guide offers a complete look at how to optimize PMax, from asset groups to audience signals. Read More

AI Search Is Desktop-First—for Now
A surprising gap is forming in AI-driven search: most of the traffic is happening on desktop. If your mobile strategy feels neglected lately, that might be why. For now, AI search isn’t mobile-native—marketers may need to split their approach. Read More

The Power of Real Personas
A fresh reminder from Neil Patel: without detailed user personas, your marketing probably isn’t connecting. Understanding motivations, behaviors, and goals is essential for targeting, not just broadly, but precisely. Read More

Meta’s Reels Ads Playbook
Meta just dropped a detailed guide for Reels ads across Instagram and Facebook. Use sound strategically, lean into vertical video, and keep messages tight. It’s a cheat sheet for making short-form ads that actually convert. Read More

AI Can Read the Room—If You Teach It
New research highlights how AI-powered tools can enhance audience research, especially when fueled by persona-driven data. The key is combining human insight with machine precision. It’s smarter marketing, not just faster marketing. Read More

Generative Search = Generative Strategy
Generative search is shifting brand visibility fast—CMOs are responding with more structured content, clear value propositions, and stronger branding in SERPs. The message: optimize for clarity, not just clicks. Read More

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STRATEGY

What to Do When You Don’t Have a Marketing Team

Hiring a full team? Building out a strategy? Investing in tools, content, and campaigns? It feels overwhelming. Expensive. Maybe even a little bit like a gamble. But here’s the good news: You don’t need a full marketing team to get real results. You just need a better plan and a smarter approach that doesn’t leave you doing all the work yourself.

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STRATEGY

Grow Your Organization’s Revenue with a Comprehensive Digital Marketing Plan

Do you need a digital marketing strategy but you’re not sure where to start? Or maybe you’re unhappy with the results from your current plan? At Sanctuary, we focus on strategies that get results and help you grow your business. We’re leaders in marketing, and partners in growth. Learn more today!

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