In 2023, we witnessed the rise of AI-powered search and a significant evolution of SERPs with the arrival of Google’s generative search experience, as well as Bing Copilot (formerly Bing Chat).
Google’s new AI model, Gemini, is its largest and most advanced with the ability to understand text, code, audio, images and video. We expect to see its full potential unleashed on Google Search in 2024.
Meanwhile, Google continues to emphasize the importance of quality and experience while using AI models as a key component of ranking and reordering. Google released several algorithm updates this year regarding content quality and page experience.
The use of AI is acceptable to Google to generate content as long as it is highly relevant and offers value. Still, don’t expect thin, AI-generated content with little or no value to easily gain long-term SERP visibility.
A current strategy, focused on the entity, is now a competitive advantage. Strengthening the technical foundation of your platform to improve discovery and experience is critical.
Bottom line: Future-proofing your digital presence for AI search should be a major priority for all brands in 2024.
Read on to discover seven key trends that should influence your roadmap in 2024, as well as three must-haves for success.
7 trends that will influence your strategic roadmap in 2024
Here are the top seven trends we will notice in 2024. The changes above can only happen when we have the right infrastructure in place.
1. SERP and visual optimization
In Google SGE and SERPs, rich results will continue to evolve. Therefore, SERP optimization will continue to be critical as we expect zero click results to grow due to SGE.
Want to enter the AI-generated (or instant) response? Keep posting fast loading pages full of relevant, useful, valuable and unique content. Some specific areas to prioritize:
Experiential/informative videos. Web stories. Podcasts. Web seminars Visual optimization. FAQ/PAA.
2. Useful content and content intelligence
A rock-solid content strategy will be essential in 2024:
Find and fill relevant content gaps. Review content performance. Create personalized content based on user intent and touchpoints. Creation and optimization of various types of useful content (eg, topical and informational, localized, visual).
You want to demonstrate high levels of EEAT and publish content written or reviewed by subject matter experts or demonstrate real hands-on experience.
Every search happens because someone wants or needs something. Your content should help searchers achieve their goals or complete their tasks. How a user interacts with your content is just as important as the content itself.
To do this meaningfully, your strategy should include building buyers. Create content based on the buyer’s journey at each touchpoint. Survey your customers and make sure content and UX align with strategy.
Content intelligence – knowing what type of content will work, based on the data, should become your foundation for content creation.
Various generative AI tools and plugins can create content quickly, of course, but it’s usually unclear:
What types of content will perform well. How to humanize the contents. How to predict the effectiveness of a content strategy.
Establishing a data-driven approach to measuring content effectiveness will be crucial for content creators.
3. Commitment and experience
User interactions and engagement are incredibly important in shaping Google search results.
Google wants to reward expert-level content that is compelling and tailored to the needs of searchers.
Your goal in 2024 should be to improve the quality and experience of searchers by improving the quality of your content and the experience of digital assets.
4. Personalized experience
Google CEO Sundar Pichai said that search will evolve substantially in the next 10 years.
Search will be more personalized to affect users in a deeper and more meaningful way. Perhaps that’s why, on November 15th, Google introduced a personalized search experience, including a new Follow button, to show searchers more information about what matters to them directly in search results.
You also need to offer your customers personalized experiences based on who they are, what they’re looking for, and where they’re coming from.
This means tighter integration with CDP (customer data platform) and CRM (customer relationship management) systems to ensure a personalized experience.
Clean data, audience segmentation, and data-driven campaigns to personalize the experience are critical strategies for winning in 2024.
5. Multichannel approach
Take full advantage of what will be increasingly competitive SERP real estate with limited inventory for organic listings. This means optimizing the customer journey across multiple channels and content types:
Videos. images Frequently asked questions PAAs. news Web seminars
To be everywhere. Be consistent.
6. The local strategy must be more personalized, localized and experiential.
If your brand has a local presence, add localized experiences to drive experience, engagement and traffic. For destination-based content, think:
Local Posts Quality images. Videos. Web stories.
List management alone will not be enough. You need to optimize the entire local consumer journey, from your landing page to audience interactions across all channels.
7. Brand mentions and social proof
We know that LLMs are trained in various sources to collect results.
You’ll need to understand what specific questions/topics your customers are looking for answers to, where they’ll get that information, and make sure we create specific strategies to get brand mentions and citations from well-respected sources and influencers with a substantial social following within the net. relevant industry.
3 priorities to stay ahead in changing times
With all the changes happening, it’s imperative to stay ahead of the curve and the changing times. “Keep going, or you’ll be left behind.”
Here are three top priorities to help you stay ahead.
1. Technical infrastructure that allows an integrated and solid experience
Having a solid technical foundation is a must for 2024. A solid technical foundation ensures a solid experience.
This includes the ability to centralize all your data to create meaningful dashboards and insights into the customer journey, component-based architecture that enables one-click omnichannel and personalized experiences, security infrastructure, fast server response (CDN) and integrations.
Dig deeper. Future-proof digital experiences in AI’s first semantic search.
2. Adopt new metrics
As AI provides answers to search results, traffic is likely to decrease. As more content is published in Google Properties search results, organic listings will continue to be fragmented and shown further down the page.
Traditional metrics like rankings will mean even less than they do today.
New metrics are emerging and brands should consider adopting them as part of their criteria for success. New success metrics should include:
Visibility of rich snippets. Height and width in pixels. impressions clicks On-site participation. Conversions.
3. Alignment of workers and organizations with AI
By learning how to apply AI to your daily life, you can become more efficient and better at creating content outlines, image creation, custom images, summaries, layouts, and so many other places where AI should be used. i.a.
“A common fear has existed since the advent of AI, with many people wondering, ‘Will AI take my job?'” Don’t worry! With today’s technology, there is no real intelligence in AI and it’s not coming for your job. However, there is a key need to adapt because AI can be used to do your job better,” according to Eric Enge.
Are you ready for 2024?
Smart organizations in 2024:
Integrate channels to enable smart decisions. Connect customer journeys across touchpoints when creating an omnichannel strategy. Measure the right metrics, including zero-click and AI results. Prioritize training throughout the organization.
Some individual and organizational transformations will be needed. For example:
Content writers should evolve into content strategists. Developers should create exceptional experiences. Analytics teams should become business analysts.
Familiarize yourself with the AI. Learn how to use large language models for forecasting, content generation, and user behavior analysis.
There are many ways to use AI to simultaneously improve your day-to-day efficiency i the quality of your work.
Workers and organizations with artificial intelligence will have the advantage. They will be more valuable than those who have not learned and leveraged AI tools.
Use the trends and strategies in this article to help decide what to prioritize and why and how to align organizations cross-functionally.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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