Welcome to 2024, a year that is seeing significant shifts in the SEO landscape, influenced by three main trends: the emergence of Search Generate Experience (SGE), the growing role of Artificial Intelligence (AI) in content creation and optimisation, and the unprecedented rise of video content. In this blog post, we will delve into each of these trends, exploring how they are not just reshaping SEO strategies, but also setting new benchmarks for digital marketing success. 

Search Generative Experience (SGE)

What is it?

Search Generative Experience (SGE) marks a significant evolution in search technology. It generates responses by synthesising information from various sources, providing more relevant and personalised answers. When a user searches in Google, instead of initially seeing a list of results, it will be presented with an AI snapshot comprising information across multiple sources, collated by Google.

This approach is intended to improve the accuracy of search results and also enhance the user's search experience by offering tailored and contextually appropriate information. As a result, SGE is reshaping the landscape of search engine functionality and SEO strategies, emphasising the importance of content depth and relevance.

What does it look like? 

Search Generative Experience (SGE) AI snapshots will likely be concise, visually rich presentations, combining text, images, graphs, and possibly interactive elements. For instance, a query about a historical event could yield a snapshot featuring a summary, key figures, a timeline, and relevant visuals like maps or images. Data-driven queries might display informative graphs or charts with contextual explanations. Essentially, these snapshots are designed to transform search results into easily digestible, engaging mini-infographics, providing a more dynamic and comprehensive view of the information related to the user's query.

What will the impact be?

Search Generative Experience (SGE) will significantly reshape digital marketing strategies, placing a premium on content quality and user intent. With SGE prioritising comprehensive, contextually relevant answers, marketers will need to focus on creating high-quality, informative content that goes beyond keyword optimisation. 

Additionally, the rise of SGE will necessitate a diversification in content formats, including visuals, videos, and interactive elements, to align with its rich response style. Marketers will also need to pay attention to building and maintaining domain authority, as SGE is likely to favour content from trusted sources. Overall, SGE will drive a more user-centric approach in digital marketing, with a focus on engagement, content depth, and the quality of information provided.

Harness AI for stand-out content creation

Google’s guidelines towards AI content are also now very clear, saying that it does not explicitly penalise AI-generated content, but it must meet the same standards as content created by humans. In other words, AI content is acceptable, but it still must be helpful and informative for users.  This means more and more marketers are harnessing AI to speed up the process of content writing, and according to Alamy, by the end of 2024, more than half of the web’s content will be AI-generated. 

With more content being produced by AI, a focus for any business in 2024 should be to create content that stands out from the crowd and to harness AI as much as possible to achieve this. 

Use AI for tailored image creation

Tailored image creation using AI can significantly enhance content performance in several ways:

• Increased Engagement: AI-generated images that are visually appealing and relevant to the content can attract more attention, encouraging higher engagement from the audience.
• Brand Consistency: AI can help maintain consistent branding across images, which strengthens brand identity and recognition.
• Personalisation: AI tools can create images tailored to specific segments of your audience, making the content more relatable and engaging for different groups.
• A/B Testing: AI-generated images can be quickly modified for A/B testing, helping to identify the visual strategies that work best for your audience.
• Improved engagement: Custom, high-quality images can enhance SEO, as they can keep users on the page longer and reduce bounce rates.
• Social Media Impact: Striking, AI-generated images can perform better on social media, driving higher shares, likes, and comments.

Use AI to generate content ideas for different channels

By analysing your audience's interests and behaviours, AI tools can suggest highly relevant and captivating topics that resonate with your followers. For instance, using tools like ChatGPT, you can provide specific context about your channel and its focus. If you're managing a Twitter account centred on environmental issues, you could input, “I run a Twitter account about sustainability and green living.” Following this, give the AI a prompt like “Write a Twitter thread about the latest trends in renewable energy” or “Suggest engaging tweet ideas for World Environment Day.”

Additionally, these AI tools can help in structuring your content for different formats, whether it's concise tweets or more elaborate YouTube scripts, ensuring that the content is optimised for each platform's unique audience and style. By leveraging AI in this manner, you can consistently generate fresh, relevant, and engaging content ideas, keeping your channels vibrant and appealing to your audience.

Video content

According to Wyozl, 51% of people are more likely to share video than any other type of content, whilst 89% of people say watching a video has convinced them to buy a product or service. In 2024 utilising video content should be an essential part of a holistic digital marketing strategy. 

The growing preference among consumers for video over other formats, combined with its effectiveness in conveying complex messages entertainingly and informatively, enhances its appeal. Technological advancements and the widespread availability of high-speed internet make video content more accessible than ever. Additionally, video's strong influence on social media trends, coupled with its positive impact on SEO and conversion rates, makes it an indispensable tool. Its adaptability across various digital platforms further solidifies its role as a key driver in effective digital marketing strategies.