![]() By 2025, it’s expected that there will be around 130m Amazon Echo devices around the world. While we haven’t yet seen the skyrocketing of voice search, there’s no denying the steady increase in smart speaker devices. Gareth Torrance, head of search engine optimization, Digital Ethos ![]() Optimization always follows the same rules: create value, create accuracy, and let them EEAT it up when search is ready. We must start to incorporate and experiment with progressive, in-demand content formats, and stay ahead of predictable algorithm updates. Yet Tiktok values views over informational accuracy, while search is hyper-focused on accuracy. With a diversifying pool of ‘destinations’, Tiktok threatens to disrupt the journey with an unconventional answer to search. How do we make sure that we, as creative marketers, are staying ahead of a value-based algorithm, despite not knowing exactly when or how the algorithm will develop? We follow the user. This symbolizes the logic of the future of search. Search is striving to be the ultimate one-stop destination by continually improving the effectiveness of EEAT (experience, expertise, authoritativeness and trustworthiness) within the algorithm and organic results. It will be interesting to see whether Google maintains this diversity of results – or if it will it move towards a one-stop solution with AI-powered responses. Google results pages are diverse and mindful of the search intent. Instead of serving direct web results for informational searches, expect Google to push results that provide information in an easy-to-digest format, integrating supporting information like web links, video/image references, and reviews, like existing answer boxes. Bard will enable Google’s responses to become more interactive. Over the years, we’ve seen the search landscape evolve: more rich results, interactive panels for user actions (like flight searches), etc. With the introduction of Bard, generative AI will also be integral for Google. Google is at a pivotal point in its AI journey. Given how much Apple’s privacy moves have affected the tracking of ad-based platforms like Google and Meta, a strong search engine could be damaging considering Apple’s market share and customer base.Īdithya Hemanth, search engine optimization manager, Incubeta Apple is also yet to release a search engine. Over 60% of product searches start on Amazon. We’ll likely see platforms like the new AI-powered Bing, TikTok and Instagram eat away a bit of Google’s share, but the largest threats to Google’s dominance remain Amazon and Apple. Google still reigns supreme on functional queries like insurance, hotels and directions. That will only be amplified by TikTok’s new search ad product and free ‘trending searches’ database. With 40% of gen Z currently using TikTok over Google, there’s an appetite for short, informative video content in the search landscape. TikTok is still in its infancy, but expect to see continued growth in its usage as a search engine. Platforms like TikTok and Instagram are great when you’re searching for inspiration, like a book to read or a recipe to try. We’re seeing the diversification of search. Martin Reed, product strategy director, Croud And with changing habits thanks to upcoming generations, we’ll see voice as the new ‘search bar’. In 2024, we’ll be more focused on video formats, optimizing much less for Google specifically and using AI to help. The main drivers of that change? Video, voice and AI, quite possibly all combined. That’s where our role as SEO specialists lies, not with any specific search engine.Ģ0 will see the landscape change dramatically. Businesses will always need help surfacing their information where their audiences are looking for it. Search engines like Google will come and go, but the need to find information will always be present, in one form or another. AI and machine learning will increasingly power search management brands and advertisers that learn how to unlock the mechanisms of the machine will drive greater business results than those who adopt solutions at face value.ĭave Colgate, head of search engine optimization, Vertical Leap What we consider search will broaden to encompass more core components of the entire digital landscape, with sites and providers leveraging traditional search data signals to engage advertisers and users. The lines between ‘search’ and ‘not search’ will continue to blur, forcing a new definition of the industry and landscape. Keri Boerner, search engine marketing director, PMG
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