Michael Epps Utley {kind=image/jpg}
The digital marketing landscape is in flux. What worked well just years ago — from FAQ schema tricks to trusted productivity tools — is being rewritten in real time by the rise of AI and platform-level shifts. This week’s top stories from Search Engine Land, The Verge, and Search Engine Roundtable show how marketers must rethink old tactics and adapt to a new era where authenticity, user intent, and AI integration drive success.
The Rise and Fall of FAQ Schema and What It Means for SEO Today
At Search Engine Land, Jenn Mathews explores “The rise and fall of FAQ schema — and what it means for SEO today”. Once considered a quick SEO win, FAQ schema markup allowed websites to earn rich results with ease. But since August 2023, Google has largely limited FAQ-rich snippets to government and health sites, effectively neutralizing the tactic for most others.
The lesson? SEO professionals must pivot from relying on markup alone to creating genuinely valuable FAQ and Q&A content written for users — and for generative AI models that increasingly shape search results. Schema still has a place, but the focus must shift toward intent-driven content that answers real questions naturally, rather than chasing technical shortcuts.
Grammarly Becomes “Superhuman” and Sparks Debate Among Users
In a surprising move, Grammarly is rebranding as Superhuman, according to Stevie Bonifield at The Verge. This shift transforms the company from a writing-assistant tool only into a full-scale AI productivity platform. Under the new umbrella, Superhuman integrates its writing tools, email product (Superhuman Mail), and a new AI assistant called Superhuman Go.
The rebrand signals a broader evolution — from improving writing to orchestrating entire workflows across multiple apps. Yet, many long-time Grammarly users are voicing skepticism, worried that the company’s original focus on checking and improving writing is fading.
Google Ads Are Staying Strong in the Age of AI Search
At Search Engine Roundtable, Barry Schwartz reports on remarks by Google’s Robby Stein, who confirmed that Google Ads will remain a fixture in the age of AI search. Despite the rise of generative experiences and conversational search features, paid ads will continue to be “the way businesses drive traffic and growth,” according to Stein.
While SEO strategies evolve, paid search remains essential, even if its mechanisms evolve, too. The future of search will blend organic and paid opportunities, requiring marketers to think holistically about how to optimize visibility — not just for rankings, but for all touchpoints where users engage with search results and AI interfaces.
Final Thoughts
The AI boom marches on, even if a bubble is set to burst soon. As a result, digital marketing tactics must remain agile. Digital marketers can no longer depend on one-off tactics or static platforms. Instead, success now depends on understanding intent, creating genuine value, and integrating AI thoughtfully into every part of the marketing strategy.
