Organic Content Crash ??

The way we search for information online is undergoing a dramatic shift and as someone who works in marketing – this has been super interesting to observe. Call me crazy but I find it fascinating.

This is a??topic and one that I enjoyed discussing with the marketing community. It seems we are all rounding up our teams and paying fancy consultants in an attempt to make sense of the changes impacting our website traffic (and traditional KPIs).

Content teams can no longer write about a bunch of keywords and hope that the search engine will rank them well (but it was sweet while it lasted). AI is forcing us to adapt. It is playing a lead role in transforming search behaviour and this is creating implications for both content creators and searchers.

So, what are the key changes and what can we do about it?

Changes in search behaviour: The harsh truth is organic traffic is plummeting and this has been a general trend for most businesses I have observed, particularly in the last 12months. Does this mean we should open our purses and empty our life’s savings into SEM? Not necessarily - phew. Search behaviour is changing; instead of using search engines, we can find the answers we are looking for on LLMs such as ChatGPT and Gemini. (*Caution: information provided by LLMs is not always entirely accurate so always ensure you verify any responses. And yes, I am using the free version of ChatGPT – don’t judge!). ??

Changes in Search Engines: Search engines are moving towards an "answer engine" model. They don’t just list links to websites, but will strive to directly answer user queries within the search results page itself. This helps searchers find the answers they are looking for without needing to click into various websites but for businesses means there will be lower traffic. Marketers will have to explain why they are seeing a drop in traffic to senior management and we may need to find different KPIs to measure website performance and manage expectations.

Changes in Content Creation: AI is not just influencing how we search, it's also impacting how content is created. AI-powered writing tools are on the rise, assisting with tasks like research, content generation, and even writing. Sadly, instead of being an aide, some (lazy) content writers are using it to do their jobs. It's important to remember that AI should not be a replacement for human creativity and thank goodness, because we want to remain employed. Search engines are now punishing those who do this and rightly so!

Accept content overload (or ‘Content shock’ as HubSpot Academy calls it): I hope we can all agree that the world does not need more TOFU AI-generated blogs. We are spoilt for choice when it comes to content and it’s too easily accessible meaning audiences are getting smaller. It’s now time to really focus on driving conversions with MOFU and BOFU content, over traffic. This means quality over quantity and demonstrating subject matter expertise.

Produce Valuable Content: Traditionally, search engine algorithms relied heavily on keyword matching to prioritise results so marketers could just cram keywords into an article in order to look most relevant. This approach often led to irrelevant results, over genuine value. Content marketers now must focus on what consumers actually find valuable to keep their attention, maintain engagement and lower bounce rates.

The Bottom Line

AI is shaking up the search world, and I for one am excited! Content creators, remember, quality is king (or queen). We are not out of business just yet, so let’s adapt to provide more value to our audiences. Get your creative caps on. If you are producing content that your audience loves, you won’t need to have a panic attack every time there is another dreaded Google algo change. ??

Searchers, get ready for a more intuitive and informative experience. You’re about to get all the answers to all your burning questions (or at least most of them). What are you going to do now with all your spare time? ???

My blogs would be nothing without my inspiring peers so I am now going to start adding shout outs at the end of each article:

Adrian Mitrache - For being an AI-king and putting me onto this early on! You really are half human / half robot. ??

Andy Tzortzinis - For hosting the discussion.

Taylor Kitz - For sparring with me on this one - it's always great to bounce ideas around and get an insight into how others do things.

Maria Velasquez - For recommending?the Hubspot Academy - I am enjoying it thoroughly.

Rasida Begum - You live and breathe SEO. You are a true super-star in the space and an influencer way before it became uncool! ??