Key search trends for 2024 and priorities in times of change

IA 2024 June 13, 2024

Stay Ahead in Changing Times

These transformative changes are likely to have the greatest impacts in 2024.

In 2023, we witnessed the rise of AI-driven search and a significant evolution of SERPs with the advent of Google's Search Generative Experience and Bing Copilot (formerly Bing Chat).

Google’s new AI model, Gemini, is the largest and most advanced, capable of understanding text, code, audio, images, and video. We expect its full potential to be unleashed in Google Search in 2024.

 

Trends Influencing Your Strategic Roadmap in 2024

 

SERP and Visual Optimization

  • Enriched results will continue to evolve in Google SGE.
  • Zero-click results will increase.
  • Prioritize fast-loading pages with relevant, unique content: videos, web stories, podcasts, webinars, visual optimization, and FAQs (PAA).

Useful Content and Content Intelligence

  • Solid content strategy focused on filling relevant gaps.
  • Create and optimize content based on user intent and touchpoints.
  • Publish content written or reviewed by experts and demonstrate practical experience.

Engagement and Experience

  • Improve searcher quality and experience through high-quality content and enhanced digital assets.

Personalized Experience

  • Integrate more closely with CDP and CRM to ensure personalized experiences based on who customers are, what they seek, and where they come from.

Multichannel Approach

  • Optimize the customer journey across various channels and content types: videos, images, FAQs, PAA, news, and webinars.

Local Strategy

  • Add localized experiences to generate engagement and traffic: local posts, quality images, videos, and web stories.

Brand Mentions and Social Proof

  • Gain mentions and citations from respected sources and relevant influencers for specific questions and topics sought by customers.

 

3 Priorities to Stay Ahead

 

1. Robust Technical Infrastructure

  • Ensure a solid and integrated experience through a centralized technical base, fast server response, and component-based architecture.

 

2. Adoption of New Metrics

  • Adapt to new success measures as AI provides search results and traffic decreases.

 

3. AI-Enabled Workforce and Organization Alignment

  • Learn to apply AI to improve daily efficiency and work quality.
  • Prioritize organization-wide training to leverage AI tools and remain competitive.

 

Are You Ready for 2024?

 

Smart organizations in 2024 will:

  • Integrate channels for informed decisions.
  • Connect customer journeys through touchpoints with an omnichannel strategy.
  • Measure the correct metrics, including AI and zero-click results.
  • Prioritize training across the organization.

 

Necessary Transformations:

  • Content writers will become content strategists.
  • Developers will create exceptional experiences.
  • Analytics teams will become business analysts.

Familiarize yourself with AI to improve both daily efficiency and work quality. AI-enabled workers and organizations will have the advantage.