During our recent session on "The State of SEO," with
James Sackor
, Senior Director at
Red Ventures
we delved into the latest trends of Google Search and its implications in the field of SEO. The key takeaway was that traditional SEO practices, often considered "Old School," may not align with the current user-centric approach.
- Improved Search for the Users: Modernizing Search for a dynamic, personal, and interactive experience. Providing quick, direct answers without requiring additional clicks. Diversifying sources of information to counter the dominance of larger brands.
- Regaining Market Share: Combating competitors like TikTok and Amazon in Google's Search market share. Infusing social elements into the Search experience. Addressing concerns related to irresponsible AI content creation.
Search Generative Experience (SGE) & AI Implications:
- Beyond traffic considerations, SGE and AI are reshaping user expectations, emphasizing personalized experiences, curated learning journeys, and interactive, two-way conversations.
Authorship and Visibility:
- Google is elevating the visibility of writers, allowing users to follow their preferred creators.
- Introduction of the ability to "follow" topics for a more customized search experience.
- Launch of Notes, enabling users to comment on specific topics or Search Engine Results Page (SERP) results, fostering a more personal and interactive search environment.
Google's Changing Features:
- Google's Share of Voice (SoV) continues to rise, with certain features acting as blockers to organic visibility.
- Different features (Shopping, Maps) present distinct visibility opportunities.
- Evolving strategies needed for features like Knowledge Panels (KP), Questions & Answers (QA), and YouTube.
Additional Evolutions in Search/Google:
- Root domains becoming accountable for "rented" subdomains.
- Emphasis on avoiding content created solely for search engines.
- Frequent, unannounced algorithm shifts impacting visibility.
- Growing direct-to-consumer commerce options.
- Anticipate fundamental changes to Google Search in 2024.
- Organic Search is becoming more personalized, user-influenced, and challenging to rank for.
- A deep understanding of the audience and providing valuable assistance are crucial for maintaining visibility.
- Holistically evaluate your business, considering content, experiences, and various touchpoints to enhance the user's interaction with your brand.
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