Navigating the Latest Google AI Changes and How it Impacts Your SEO
The digital marketing landscape is always evolving, and staying ahead of the curve is crucial for business success. With Google implementing AI into their search engine, here are three recent changes that every business owner needs to know, along with actionable steps to improve your overall SEO.
How Google’s AI has Impacted SEO
1. Google’s AI-Powered Search Updates
Google has increasingly integrated AI into its search algorithms, significantly impacting how search results are generated. AI now better understands user intent and context, leading to more accurate and relevant search results. Instead of users scrolling through the highest-ranking websites to find an answer, Google’s AI provides an answer at the very top of the page, eliminating users needing to search to find their answer.
Why It Matters: This shift means that traditional keyword-focused SEO strategies are less effective. Your (website’s) content needs to be more user-centric, providing genuine value and addressing user queries comprehensively.
2. Rise of Video Content
Video content has become more prominent across all social media platforms. Platforms like TikTok, Instagram Reels, and YouTube Shorts have seen exponential growth, influencing how users consume content. Users have transitioned to using those platforms as a search engine. In a study done by Forbes, this shift suggests that businesses need to adapt their digital strategies to continue to be relevant with evolving consumer preferences. It doesn’t mean you can forget your SEO altogether though. Though 84% of users continue to use Google for brand name searches, there is a 30% decline in using Google between Baby Boomers and Gen Z.
Why It Matters: Video content not only engages audiences more effectively but also ranks higher on search engines. Businesses that leverage video can improve their visibility and connect better with their audience.
3. Increased Focus on Core Web Vitals
Google’s Core Web Vitals have become a critical factor in search rankings. These metrics measure the user experience on your website, focusing on loading speed, interactivity, and visual stability.
Why It Matters: A website that loads slowly or has poor interactivity can hurt your search rankings and drive potential customers away. Ensuring your site meets Core Web Vitals standards is essential for maintaining good SEO performance. Take some time to review your website’s analytics. How long are people staying on your pages? What are they clicking on? Where are they coming from?
3 Tips for Business Owners to take to Improve Their SEO
1. Optimize for User Intent
Step 1: Know your digital customers. Understand their common questions and needs. If you’re not sure, take some time to research it.
Step 2: Create content that directly addresses these queries, using natural language and conversational tones.
Step 3: Regularly update your content to ensure it remains relevant and valuable to your audience.
Step 4: Use concise language and bullet-pointed content.
2. Leverage Video Content
Step 1: Start incorporating short, engaging videos into your content strategy. Use platforms like YouTube, TikTok, and Instagram.
Step 2: Optimize video titles, descriptions, and tags with relevant keywords.
Step 3: Embed videos on your website and blog posts to increase on-page engagement and time spent on site.
3. Improve Core Web Vitals - can be more intensive
Step 1: Use tools like Google PageSpeed Insights to analyze your website’s performance.
Step 2: Implement changes to improve loading speed, such as compressing images, leveraging browser caching, and minimizing JavaScript.
Step 3: Regularly monitor your site’s performance and make adjustments as needed to maintain optimal user experience.
By focusing on these recent changes and implementing the suggested action steps, you can ensure your business remains competitive and continues to grow in the digital age. You will enhance your online presence and drive more organic traffic to your site. Implement these action steps to improve your SEO and stay ahead in the competitive digital landscape.
For more tips and personalized strategies, feel free to reach out to our team. We’re here to help you navigate the ever-changing world of digital marketing.
Haan, K. (2024, June 14). Is Social Media the New Google? Gen Z Turn to Google 25% Less than Gen X When Searching. Forbes. https://www.forbes.com/advisor/business/software/social-media-new-google/#:~:text=The%20way%20Americans%20search%20for,primarily%20rely%20on%20search%20engines.
