Google 2024 Changes for Marketers

What the Heck Does Google Want From Us?

As if we senior marketers needed to be more challenged this year, Google has decided to toss in some good old-fashioned mega changes to the menu.

In this article, I will explore, in marketing lingo of course, what the changes are and what we can do to survive them.

So, if you are a senior full-stock or life-circle marketer, here is what you must know.

Change #1 - Google Consent Mode V2

Launch Time: March 2024

The Challenge:

Google is tightening its privacy policy, so even if you have a consent banner on your website, it is not enough; you need to upgrade to consent mode v2. Basically, you need to integrate website visitor consent preferences with Google's advertising and analytics tools.

The How To:

1. Connect to a tag manager - Set it up in the Google interface and classify your pixels and cookies into different types. It's technical but manageable.
2. Set up privacy - It is recommended that you work with your legal team to address the privacy implications properly. After all, you'll want to ensure compliance.
3. Implement a script on your site - Again, this is a technical step but straightforward. You can set everything up through Google Tag Manager or use a third-party tool such as Cookiebot Web CMP by Usercentrics .

Hot Tip ??

Personally, I did all the steps with a Fiverr dude; it was clean and simple.

Change #2 - Data Preservation

Launch Time: July 2024

The Challenge:

All the historical data that has been accumulated from your website and digital campaigns for remarketing purposes will be deleted from your Universal Analytics account On July 1, 2024 ??

The How To:

1 - Export - Export all of the information that exists until July.

2 - Get smarter - Build dashboards that give insights about our audience.

Change #3 - SGE (Google Search Generative Experience)

Launch Time: Unknown

Buckle up, folks, because this is the biggest shake-up in search in the last 20 years!

Google Snapshot Carousel - Hello, New Kid On The Block ????

SGE Snapshot Carousel is where all the cool kids will fight for a spot.

Typically, 5-9 results will be the winners of that honor, and the rating and scrolling are from left to right.

Why should we care?

Well, the main issue is that a mysterious new algorithm is running the show, and based on Agile SEO Israel 's testing, it could make your carefully crafted keywords disappear into the ether.

But hey, at least the ads will still be there! Because let's face it, Google's not about to let its cash cow go dry.

Generative AI text

SGE will deliver a snazzy generative AI text as the search result, rich with lists, pictures, and videos. Sounds neat, right? But there's a catch - even if you make it onto that list, it ain't clickable. So, while you'll get some visibility, the lack of traffic means no moola.

On the bright side ??

Clicking the expand arrow next to the AI text will take you to specific sources related to that query. So even if you miss out on Snapshot Carousel glory, you might still get a trickle of that sweet traffic.

The Blue Links Limbo

Blue Links, as we all know and love, are going to be stuck below the fold, with less traffic than ever before.

Bottom line: The SERPs are about to look a whole lot different, my friends ??

THE INSIDER ??

What Are the Ranking Factors for This New SGE World?

1 - SGE builds on the current Google algorithm

Good news ?? all that SEO knowledge you've accumulated isn't going to waste. But there's a catch (isn't there always?) - Even if you have solid SEO foundations, it's not enough. You've got to step it up, just like your high school teachers said about your brainpower.

2 - It's all about the individual page

In the SGE universe, the algorithms are laser-focused on the page level. The upside? You don't need to overhaul your whole site to make it work. SGE wants specific page-level factors, like backlinks, internal links, metadata, social signals, and content.

DIY SGE ?

1. Compile a list of organic landing pages that drive +70% of your website traffic.
2. Identify the main keywords for each page that will be your proxy for seeing your SGE rank.
3. Check if those keywords are ranking in the SGE snapshot carousel. You can test this in the current beta versions available in the US, India, and Japan.
4. Estimate the CTR for your SGE ranking. This is the million-dollar question since there's no data on how much traffic SGE will generate. But handy simulators can give you a ballpark. Keep in mind that due to the GenAI nature of SGE, the results can change faster than my marketing team's mood on a Monday morning (love you guys ;)
5. Build a spreadsheet to compare current traffic to your expected SGE traffic.
6. Evaluate the potential drop in traffic and pinpoint the critical keywords that need your optimization attention.

Hot Tips ??

1. Don't skip the SGE assessment - the risks are too high to ignore.
2. Try a POC approach - take 10-20 keywords, see what you can do to recover, and go from there.

The credit for these pearls of wisdom goes to Gilad David Maayan - Agile SEO Israel , here's how you can reach him >>

Look, I get it - these changes from Google are enough to make any seasoned marketer's head spin. But with the proper prep and strategy, we can navigate this brave new world and come out on top.

After all, we senior marketers are resilient - we've weathered storms before and we will do it again. So, let's roll up our sleeves and show Google who's boss, shall we?

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An article by

Limor Reznik

I write, design, paint, and drink great wine.

Do:? Marketing, branding, storytelling, creative, design, and whatever my kids say (they are much wittier than me).

Work: Fractional CMO for startups.

Passion: Do-good hasbara causes.