AI Integration And TikTok Pressure: The Next 5 Years Of Search Engine Marketing
Are AI, Social Search and Voice Assistants Changing the Search Engine Marketing Landscape? We asked leading search operator Drum Network.
The practical aspects of the research landscape have been defined over the past decades. But the latest Bing AI integration shakes things up. At the same time, a growing number of audiences are fulfilling their "search intent" elsewhere (on TikTok or Pinterest). Voice search hasn't turned out to be the big news some had hoped. And Google ad controversies happen all the time.
We asked Drum Network members: How will the research landscape continue to change in 2024 and beyond?
Dana Lavery, Senior Director of Media at RocketMill
With short videos on the battlefield, Google's threat to platforms like Tik Tok was a sign that the Internet was turning into a walled garden with its own offerings (a number of separate, scattered sites, as opposed to those that used a central body in the early 2000s). . :
How does Google's vision of "organizing the world's information" fit with a pre-organized user-generated content platform run by a company that sees Google as a direct competitor?
In the medium term, chatbots (Microsoft with ChatGPT and Google with Bard) will be the next big thing. We may start to see a difference between users who enjoy getting AI answers and users who want to see curated content from different sources. Whether this is a fundamental change (think mobile desktop first) or a sudden one (like voice search) is something to watch out for.
Kerry Borner, PMG Director of Search Engine Marketing
The line between "seeing" and "not seeing" continues to blur, forcing industries and landscapes to be redefined. What we think of as search includes more basic elements of the overall digital landscape, where websites and marketers use traditional search data signals to engage advertisers and users. Artificial intelligence and machine learning will increasingly shape research management. Brands and advertisers who learn to unlock the mechanics of the machine will achieve better business results than those who accept the right solutions.
Dave Colgate, Head of Search Engine Optimization, Vertical Leap
Search engines like Google come and go, but the need to access information will always exist in one form or another. Businesses always need help getting their information where their audience needs it. Our role in this is as SEO specialists, not with a specific search engine.
In the year 2023 and 2024 will see dramatic changes in the landscape. What are the main reasons for this change? Video, audio and AI can all be combined. In the year In 2024, we'll focus more on video formats, optimize less for Google, and use AI to help. And as habits change over the next few generations, we'll see voice as the new "search string."
Martin Reid, Director of Product Strategy at Crowd
We are looking at diversity in research. Platforms like TikTok and Instagram are great when you're looking for inspiration, books to read or recipes to try. TikTok is still in its infancy, but expect continued growth in its use as a search engine. With 40% of Gen Z currently using TikTok via Google, there is a demand for short and informative video content across the search landscape. This only adds to TikTok's new search ad product and free "trending search" database.
Google continues to dominate practical questions like insurance, hotels, and directions. We see the likes of Bing, TikTok and the new AI-powered Instagram taking over from Google, but the biggest threat to Google's dominance are Amazon and Apple.
Over 60% of product searches start on Amazon. Apple hasn't released a search engine yet. Given how much Apple's privacy moves have affected ad-based tracking platforms like Google and Meta, a strong search engine could be bad for Apple's market share and customer base.
Aditya Hemant, Head of Search Engine Optimization at Incubata
Google is at a critical point in its AI journey. With Bard's contribution, generative AI will become an integral part of Google. We've seen the search landscape evolve over the years, with rich results, interactive dashboards for user actions (like fleet searches), and more. Bard makes Google Answers more interactive. Instead of providing direct web results for data retrieval, expect it to integrate supporting information such as web links, video/image links, and reviews into answer boxes to provide results in an easy-to-digest format.
Google results pages vary and take into account the intent of the search. It will be interesting to see if Google manages this difference in results or moves to a more general solution with AI-specific answers.
Chris Langan, Director of Jaywing Media
Research strives to have one ultimate goal, continuously improving ESAW's performance (professionalism, experience, authority and credibility) through algorithmic and organic results. This shows the logic of future research. Although we don't know exactly when and how it will be prepared, how do we as creative marketers ensure that we always follow a value-based algorithm? We follow users.
With multiple "destinations," TikTok threatens to interrupt your journey with unusual search responses. However, TikTok values the accuracy of information, while the search pays more attention to accuracy.
We need to start collecting and testing advanced and on-demand content formats and stay ahead of predictable algorithm updates. Optimization always follows the same rules. Create value, build authenticity, and make them eat when the search ends.
Gareth Torrance, Head of Search Engine Optimization, Digital Ethos
While we haven't seen the meteoric rise of voice search, there's no denying the steady growth of smart speaker devices. In the year It is estimated that by 2025 there will be around 130 million Amazon Echo devices worldwide.
Since Google "snippets" answer queries from smart speakers, the idea of writing keyword content based on those queries is still a sound plan. This combined with a 'content city floor' can create a content ecosystem that engages users, delivers value, builds brand loyalty and increases conversion potential.
Google recently released more augmented reality tools. This suggests that, as mobile technology continues to evolve, we will see a shift from standard typed keyword searches to an augmented search world.
Beth Nunnington, Vice President of Organic Media, More Travel
Generative language technologies like ChatGPT are revolutionizing content creation. Bots can now generate content that doesn't distinguish human-generated copy. However, since AI feeds on content produced by other AI, the reliability of the result is questionable.
Companies that rely on internet data to drive their machine learning algorithms face the dilemma of whether AI-generated content can be trusted. Quality content is vital to maintaining organic search results. In today's artificial intelligence-driven frenzy, it's crucial to stand out, primarily, with intelligence and utility. As we navigate the uncharted waters of this new age of technology, it's important to consider whether the artificial intelligence of the future will be reliable enough to make decisions based on AI-generated content.
Arlene Wzalek, Executive Vice President, Strategy and Innovation, United Global Marketing
The future of SEO is driven by artificial intelligence. As AI technology continues to evolve and evolve, websites require more sophisticated and complex optimizations to keep up.
However, research shows that fewer than four websites are optimized for AI-powered search.
Optimizing AI-powered search means providing high-quality, well-structured content that is optimized for human users and AI-enabled search engines. We approach SEO for our clients' websites in three ways: content (plain language, concise and semantically locked), structure (simple, intuitive, quick navigation) and metadata (complete, accurate and relevant).
As AI becomes more prevalent in search engines, websites will need to optimize accordingly. AI-enabled content improves visibility and reach. Poorly optimized content does the opposite.
Albadr Alhashemi, Search Engine Optimization Consultant, Built-in Invisibility.
Advances in natural language processing (NLP) tools continue. As the user's relationship with search engines changes, this leads to a decline in "informed" searches.
Developers no longer need to search for debugging information organically, but rather "order" NLP tools like ChatGPT to debug problems directly. Consumers can no longer search or click on websites. Instead, the user gets the answer directly.
If tools like ChatGPT start to cite the sources used to build the models, we can always see more content updates to choose from from major citation sources. Search intent and ecommerce searches are still fine… for now.
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