3 New Problems with Your SEO Strategy

The strategiesSEOare undergoing rapid change due to three new emerging threats. Industry experts share their insights on these threats and offer advice on how to address them.

The world of online marketing is constantly evolving, and SEO strategies must adapt accordingly. Let's analyze three new threats that could jeopardize your SEO strategy. But don't worry. With the right tactics and good planning, you can still leverage the potential of search engines to drive traffic and engagement. In this article, we'll explore the complications associated with Google's Search Generative Experience, to the impact of content generated by artificial intelligence (AI) and the social search effect. We'll find out what experts think about these new threats and what you can do to protect your content and reach your audience.

1: Google's Generative Search Experience

In May 2023, Google launched Search Generative Experience (SGE), a new feature that uses artificial intelligence to provide detailed informational snapshots at the top of search engine results pages (SERPs). This SGE format provides a concise response to the user, inviting them to view more details if desired. However, this new feature presents some challenges for marketers.

First, SGE overrides the top positions in organic search results and paid ads, pushing them down or even excluding them from the first page of results. This could reduce referral traffic from search engines to your content. Furthermore, SGE snapshots are designed to provide a zero-click experience, where users find information directly on the search results page, without having to click on an external link. This could further reduce traffic to your website.

What can you do to protect your content from SGE? First, optimize your content for search intent and contextual relevance. You need to understand your audience's search intent and create content that meets these needs. Also, try to identify the opportunities SGE could offer. For example, you could try to achieve a ranking in SGE results if you believe it would be beneficial to your business. Always remember to prioritize the value of your audience over the needs of the algorithms.

2: The invasion of AI-generated content

SEO has always been based on a game of chance, trying to exploit every possible advantage to increase traffic to your content. However, in recent times, veritable "content factories" generated by artificial intelligence have emerged, attempting to manipulate search engines by producing large quantities of keyword-rich content. This can jeopardize the high-quality content manually generated by authoritative brands and industry experts.

These questionable efforts, such as the example of an SEO agency that stole 3.6 million visits from a competitor's site, may violate Google's quality guidelines. Furthermore, the presence of AI-generated content dilutes the domain authority built through reliable and unique content produced by real people. So how can we counter this threat?

The answer lies in offering unique, high-quality content that's difficult to replicate artificially. Focus on your core competencies and create content around niche topics where you're an authority. Diversify your content distribution by exploring channels beyond social media and email. Engage users and incorporate their feedback into your content, making it more authentic and relevant. Finally, build your audience's trust by showcasing your expertise and citing authoritative sources.

3: The effect of social research

More and more people are seeking advice and information on social media instead of typing queries into search engines. This behavior is particularly common among younger people, such as millennials and Generation Z. This shift could impact how they discover, share, and engage with online content.

What are the implications for your SEO strategy? In this context, traditional SEO rules may no longer be sufficient. Instead of relying solely on Google's assessment of trust and quality, it's necessary to consider the importance of conversations within social communities. Shareable content, relevant to a specific niche, and promoted by influencers could have a greater impact than expert opinions.

To adapt to this new reality, it's crucial to think holistically about the search experience and adopt a refined execution strategy. Engage in social media conversations without forcing your presence. Ask community members to share their personal experiences with your brand and build a bond of trust and authenticity. This way, you can amplify your brand's value, regardless of the channel or search method consumers use.

So what?

The threats to your SEO strategy are constantly evolving, but with good planning and the right tactics, you can still reach your audience and achieve positive results. Consider Google's new features, such as Search Generative Experience, by adapting your optimization strategy for search intent and contextual relevance. Fight the invasion of AI-generated content by offering unique, authentic, and high-quality content. Finally, adapt your SEO strategy to the impact of social search by participating in conversations and building your audience's trust.

Don't fear new threats, but face them with confidence and expertise. SEO is an ever-evolving field, and only those willing to adapt and adopt new strategies and approaches will succeed. Continue to monitor the changes in the online marketing landscape and be ready to adapt your SEO strategy accordingly.