Recently, the topic of changes in Google has become more relevant than ever because the rules and algorithms that have been working for many years are losing relevance. Why is that? 2024 is at the junction of two powerful trends: a breakthrough in the development of AI and the strengthening of the role of user content in the output. This has turned the SEO world upside down, and in order to stay at the top, you need to adapt quickly to changes.
Our Alanbase team keeps their finger on the pulse 24/7. Recently, we listened to a fresh podcast from the BBC about SEO and made a brief squeeze for you. Experts in the podcast:
Ivana Flynn, iGaming Daily SEO expert.
Aleida Solis, SEO consultant. The owner of the SEO consulting company Orainti.
We also supplemented the material with comments from an expert in SEO and traffic arbitration, Denis Narizhny, founder and Co-Founder of KW Group.
What's inside the material:
- the role of AI in content and SEO;
- how social platforms affect search;
- expert forecasts – what awaits us in the near future.
The role of artificial intelligence in content and SEO
About a year ago, there was a boom in LLM integration: everyone started using it to create mountains of content, sometimes without even caring about its quality. At that time, Google followed something like this logic: “We already have algorithms and filters that can catch any manipulation and low-quality content.” Soon, however, users were faced with a mountain of low-quality content.
And what does a person think when he uses a search engine and does not get a good result? That's right, it goes to search in another browser. We checked the statistics on the use of search engines over the past 5 years since 2019 and were convinced of this:
Google is still in the lead, but the drawdown is obvious. In 5 years, the search engine has lost 8% of its audience. Of course, Google draws conclusions, for example, it has started working towards user-generated content, as evidenced by the collaboration with Reddit.
We talked about Google's collaboration with Reddit in this article: PR+ SEO in 2024. Viral content and non-obvious ways to get to the top.
And Google is also trying to connect AI. With the right approach, it improves the quality of content and improves its ranking in search engines:
"LinkedIn uses AI to create relevant and more useful content for users, including generating responses and updating information..." — Ivana Flynn.
And Denis Narizhny noted:
“We have already seen an experiment with AI responses on Google, and the result was extremely disappointing.”
Google and social networks: 0:1 or a draw?
Social platforms such as TikTok and Instagram continue to gain popularity as sources of information. They give users fast and visually appealing content that can replace search engines for some types of queries. As Aleida Solis notes:
"Many users now prefer to search for information on TikTok or Instagram, where the content is presented in the format of short videos or posts, which creates competition for traditional search engines."
Denis Narizhny agrees:
“Many users are looking for answers to their questions right away on Reddit or TikTok. The New York Times article confirms this.”
It has long been clear that going out on social networks is a must. However, you also need to adapt your content (post text and tags) to SEO keys. In fact, the user uses the same search queries as in Google, but so far, it is impossible to talk about a massive transition: people connect new sources but do not forget about the good old Google.
Okay, Google, what's next?
We asked Denis Narizhny what will happen to Google and SEO in the near future and what innovations in the context of AI we should expect:
“The general trend towards AI is not weakening, almost every big company is trying to come up with its own AI, regardless of whether it is really needed. Therefore, it is too early to consider AI as an alternative to live search.
Current LLM models basically chew the same content without giving out anything new. Even in Russia, there are already several neural networks, such as GigaChat and Neuro from Yandex. I assume that Neuro will repeat the experiment with answers from Google's AI. But so far, it's nothing more than a toy rather than a helpful tool.”
Conclusion
One way or another, AI and social platforms continue to change content marketing, creating new opportunities and challenges for specialists. In 2024, these changes are expected to intensify, requiring marketers to constantly update strategies and be ready to experiment with new technologies and content formats.
Alanbase will definitely help you track the quality of traffic from your SEO partners. It doesn't matter whether Google continues to implement AI or not. In one window, you get four modules: managing partners, offers, flexible statistics, and payouts.
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