How SEO Works in 2024

Summary

The video discusses significant shifts in SEO, highlighting three major changes: the rise of AI and Google's Search Generative Experience (SGE), the emergence of short content ranking, and Google Perspectives. It emphasizes the importance of adapting SEO strategies to these changes, offering insights on how to optimize content for SGE, create effective short-form content, and leverage user-generated content through Google Perspectives. The video also provides a step-by-step plan for businesses to prepare for these shifts and ensure SEO growth.

Takeaways

• 🚀 SEO is undergoing significant changes, with AI and Search Generative Experience (SGE) being major factors.
• 🔍 SGE presents a new way of displaying search results, potentially reducing organic listings to just three links.
• 📊 Marketers need to optimize content for SGE to appear in the top carousel section and capture more traffic.
• 📈 Short content is increasingly being rewarded by Google, challenging the long-form content norm.
• 📝 Content should be tailored to answer searcher's questions effectively, regardless of length.
• 📱 Google Perspectives is a new feature that highlights user-generated content, offering a different SEO opportunity.
• 🌐 Experimentation with SGE and Perspectives is crucial for understanding and adapting to these changes.
• 📌 Businesses should focus on user-generated content and engage with customers to improve their online presence.
• 🔍 Keyword research is essential for all new SEO strategies to understand customer search intent.
• 📈 Businesses can leverage user-generated content to enhance their visibility and rankings in search results.
• 📚 The video provides insights on how to perform keyword research, a fundamental step for SEO success.

Q & A

What are the three major changes in SEO discussed in the video?

The three major changes are AI and Search Generative Experience (SGE), short content ranking, and Google Perspectives.

How does Google's SGE affect search results for marketers?

SGE provides an AI-powered snapshot at the top of search results, potentially reducing the visibility of organic results and changing how marketers need to optimize their content.

What is the significance of the carousel section in SGE for businesses?

The carousel section at the top of SGE results can feature businesses that are not traditionally at the top of organic search results, offering an opportunity for increased visibility and traffic.

How is Google rewarding short content in SEO?

Google is starting to rank shorter content that directly answers the searcher's question, even in competitive search terms, which is a shift from the traditional preference for long, comprehensive content.

What is Google Perspectives and how does it impact SEO?

Google Perspectives is a new filter that shows user-generated content, such as YouTube videos, Reddit posts, and TikToks, in search results. It introduces a new type of SEO where businesses need to focus on user-generated content about their products and services.

How can businesses adapt to the changes in SEO mentioned in the video?

Businesses can adapt by optimizing their content for SGE, experimenting with different content lengths to see what ranks well, and engaging with user-generated content through platforms like Reddit and TikTok.

What is the recommended first step for businesses to prepare for SGE?

The first step is to sign up for SGE on Google Labs, experiment with it using Google Chrome, and collect information on how SGE is working for their specific searches and websites.

How should businesses approach creating new content in light of the short content ranking trend?

Businesses should consider the amount of information needed to be useful to customers, check what Google is currently rewarding in their space, and produce content accordingly, whether short or long.

What can businesses do to leverage Google Perspectives for their SEO strategy?

Businesses can experiment with Perspectives to understand which types of searches bring up user-generated content, engage with discussions, and incentivize customers to create content about their products and services.

Why is keyword research important in the context of these SEO changes?

Keyword research is vital for understanding the words and phrases potential customers are searching for, which is crucial for adapting to the new SEO strategies and ensuring content is optimized for the latest trends.