• 20% of ChatGPT traffic goes right back to Google, study finds.
• After more than 12 days, Google’s latest major update is live.
• YouTube’s experimental ad format gives users “the TV experience.”
• Research suggests a powerful emerging business niche for Snapchat.

About 1 in 5 ChatGPT Clicks Go Right Back to Google, Study Indicates

Not too long ago, researchers discovered that ChatGPT refers most users to just a handful of websites, including search engines (Google, Bing), social media platforms (Facebook, LinkedIn), and even other AIs like DeepSeek. It matters because businesses, large and small, are wary of having AI agents funnel clicks away from their websites.

The landscape is continuing to evolve, however, and the problem of ChatGPT “stealing” Google traffic might not be as big as previously assumed. A recently-concluded study uncovered that over the two years between 2024 and January 2026, ChatGPT’s referrals to Google grew, now accounting for 20% of ChatGPT referrals.

What does it mean? One of the biggest risks to online publishers is that AI applications will filter people away from websites they might otherwise consult for human insights. This study suggests the effect is circular: After initially taking traffic away from websites users would normally find on Google themselves, ChatGPT is growing into more of an intermediary – Google’s results frequently influence and structure its own responses.

After Nearly Two Weeks of Roll-Out, Google’s New Core Update Is Live

Google’s “Core Updates,” major updates that have a tendency to disrupt websites’ search engine rankings, are coming more frequently than ever before. The first signs of Google’s latest Core Update appeared at the end of March, and they’ve now announced that implementation is complete. Unlike most of these major updates, this one came with no additional guidance on how to maintain or improve your search engine rankings.

What does it mean? Digital marketing experts are evaluating the impact of the March Core Update, and your marketing agency should have guidance in the coming days. If you don’t have a marketing partner just yet, it’s time to check your Google Analytics or other analytics dashboard and see how your website’s search visibility has been impacted. Search engine optimization fundamentals are the key to riding out Google updates.

YouTube Is Expanding Advertiser Reach on TVs, But Expect Some User Backlash

YouTube is an incredibly powerful platform for building brand familiarity and trust. Service-based businesses often see success from using brief YouTube ads to introduce users to their channel at the moment they’re out looking for related video content. Now, YouTube is testing a new 90-second unskippable ad format.

On the plus side, a 90-second video ad is a “short-form video” in itself. You can communicate a clear, compelling message ideal for somebody who’s already browsing content related to your expertise. The drawback? YouTube is leaning into its role as a TV replacement, and reinventing commercial breaks won’t sit well with all users.

The ads mimic traditional TV commercial breaks and aren’t limited to longer videos – reports indicate they can show up on short clips as well as video essays and other long-form content. The question, of course, is whether users will adopt ad blocker software or invest in subscriptions to avoid longer, more disruptive ads.

What does it mean? The 90-second ad format, currently exclusive to smart TVs, might turn out to be a perfect fit for businesses seeking savvy, upwardly mobile consumers. However, video marketing works best when your brand can cover a variety of lengths, from quick clips to in-depth interviews. Working with a marketing agency that understands media production is the fastest way to integrate video into your marketing strategy.

Snapchat May Be a Good Fit if Your Brand Deals with Health and Wellness, Study Says

When you’re crafting a social media strategy, it’s vital not to be all things to all people. Instead, a carefully curated strategy focusing on your customers’ favorite platforms is usually best. Now, there’s clarity around Snapchat and how it can fit into brand marketing: It’s becoming a hub for health and wellness.

Research shows this is the content that grabs outsize daily engagement on Snapchat. About 60% of daily users go for wellness news and information, just under half search for content on rising health trends or health tech reviews, and about 40% use the service to learn more about preventive health.

What does it mean? If you’re trying to break out and get noticed as a dentist, chiropractor, or other expert in allied and complementary health, Snapchat may be a surprisingly good fit for your online brand marketing.

Don’t get left behind on the latest shifts in digital marketing. Contact New York Ave today.