SEOs know that the most valuable professional skill is the ability to adapt to change, and there has been an incredible amount of that in the past 12 months. Industry headliners and random X people are happy to remind you that your SEO is “dead” in light of these developments, but the truth is that there’s never been a more exciting and dynamic time to be to SEO.
As the new year begins, the confluence of AI with existing frameworks will enable many to move toward new content streams and opportunities to connect with audiences through new channels. Across the industry, the pace and complexity of AI tool adoption will drive SEO growth and drive the upside for audiences that have grown to expect innovation every day.
Sophisticated AI connectivity
AI has become part of everyone’s workflow for SEO and marketing. Within the products we consume and how we create and manage content, AI has become an expectation rather than an exception in our lives.
Driven by a competitive landscape and customer expectations, 2023 saw AI emerge as an enhancement for hundreds of SEO and martech products and tools. In a recent survey by Mailchimp“88% of marketers believe their marketing organization needs to increase their use of automation and AI to meet customer expectations and stay competitive.”
In 2024, we should expect this trend to continue, but also to become more sophisticated. The first iterations of the main generative AI focused on discovering this shiny new object and what it could do. AI summaries and image generators have become common place. However, after that initial sell-off, those who had strong marketing and SEO frameworks before generative AI hit the bulls-eye are now best placed to use the tools today.
For example, Wix has extensively applied AI to our systems for nearly a decade, introducing our property Artificial design intelligence in 2016. A three-time Google Cloud Partner Award winner, Wix CMS and business solutions include AI powered by machine learning like Google Translate, Vision AI, and Google Ads Management for years. So AI is, as they say, “not new.”
But with the mainstreaming of AI in Marketing and SEOWix added AI capabilities to its SEO tools to increase access to SEO capabilities:
Within the editor, the Create AI Text tool allows users to generate keyword-focused copy targeted at specific page types and intents. For category pages, about pages and other static pages for users. The AI image generator is useful for helping users create illustrative images to accompany blogs and other content. The AI meta tag generator works together with him Semrush keyword research integration and helps ensure that blogs and other pages have meta tags optimized for well-structured keywords. Wix Studio has a tool called Responsive AIwhich evaluates the desktop UX of a web page and uses AI to adapt it to different screen sizes and breakpoints at the click of a button.
Each tool builds on existing frameworks and data automation to deliver exceptional results; this is the sweet spot. SEOs and digital marketers will see automation, AI and data science enable them to bring innovative new value to clients and customers.
During 2024, expect to see those with strong data and firm marketing foundations move forward with mature and well-integrated AI for more than just parlor tricks.
None for omnichannel
The age of AI will make headless CMSs even more attractive in 2024, as there are opportunities to display content in new and exciting ways by incorporating on-demand generative technologies. Unlike traditional CMS, headless does not have an integrated interface (head). This gives developers and SEOs the flexibility to use a range of technology to display content on different platforms, such as websites, mobile apps or IoT devices, using APIs. This flexibility is incredibly valuable in the multi-channel marketing landscape of the TikTok generation. This means that headless offers incredible opportunities in the consistency and quality of omnichannel marketing.
The concept of headless CMS reached critical mass in 2023 and over the past year, Headless Wix has joined the trend. Empowering developers to use Wix front-end systems with any technology stack that supports data consumption from a RESTful API, such as React and server-side technologies such as Node.js, has created smoother opportunities for growth and ‘experimentation. Integrations with Github and Netlify open up more options for Next.js APIs, SDKs, and templates. These open systems create the endless possibilities that make headless especially attractive in the generative age.
Custom GPT-connected headless content systems and other AI tools will almost certainly integrate with existing headless solutions like chatbots to create seamless generative experiences.
Feed management as an SEO skill
Throughout 2023, SEOs have seen changes in crawl rates and the percentage of pages indexed by Google’s robots.
While indexing is never promised, this can happen because Google has begun to split up how it crawls different elements of your website using distinct APIs and sources along with specified structured data.
Google’s guidance seems to continually push content producers to categorize and organize their content into dedicated Google channels such as:
Google Merchant Center Google Manufacturer Center Google News Google Company Profile
The feeds for each of these channels must be optimized to perform optimally. Channels left unhandled activation errors and distributed inaccurate information, wasting time for users and bots. Careful management requires setting rules to specify what happens in the feed and managing technology settings, such as valid dynamic structured datafor data to flow freely.
While dedicated channels and channels aren’t new, we’re starting to see that indexing engagement in these channels doesn’t seem optional. From Wix’s experience, we’ve seen customers struggle to get indexed in other ways and can only index products through Google Merchant Center. Given how Google Search Console and the Google SERP are organized and how they deliver content is continually being segmented by intent and customer journey, it seems like a natural progression.
This article was written by Crystal CarterHead of SEO Communications at Wix.
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