How SEO Works in 2024
Summary
TLDRThe 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.
Outlines
🚀 SEO Changes and Thriving in the AI Era
This paragraph discusses the significant changes in SEO, particularly the impact of AI and Google's Search Generative Experience (SGE). It highlights how SGE presents a new opportunity for businesses to rank higher by optimizing content for AI-powered search results. The paragraph also touches on the importance of understanding and adapting to these changes to benefit from them in the coming year.
📉 Short Content Ranking and SEO Shifts
The second paragraph addresses the shift in SEO where shorter content is being rewarded by Google. It challenges the traditional wisdom of long-form content being necessary for high rankings. The speaker provides examples of varying content lengths that rank well for specific search terms, emphasizing the need to understand and meet the searcher's intent, regardless of content length.
📱 Google Perspectives: A New SEO Frontier
This paragraph introduces Google Perspectives, a new feature in SEO that focuses on user-generated content. It explains how Perspectives works by showing individual perspectives and discussions in search results, which can include YouTube videos, Reddit posts, and TikToks. The speaker suggests that this feature could lead to a new type of SEO strategy, where businesses need to engage with user-generated content and potentially incentivize customers to share their experiences online.
Mindmap
Keywords
💡SEO
💡AI
💡SGE
💡Short Content Ranking
💡Google Perspectives
💡Keyword Research
💡User-Generated Content
💡Content Optimization
💡Traffic
💡Search Results
Highlights
SEO is undergoing the biggest changes in over a decade.
AI and Search Generative Experience (SGE) are transforming SEO and search engine results.
SGE presents a new opportunity for businesses to rank higher by optimizing for AI-powered search results.
Short content is starting to rank well on Google, challenging the long-form content norm.
Google Perspectives is a new feature that showcases user-generated content in search results.
SGE results can potentially change how people use search engines by allowing more personalized searches.
Marketers need to optimize content for the type of search that SGE supports.
Google Perspectives is currently visible on mobile in the US and may become more widespread.
Businesses should consider user-generated content strategies to capitalize on Google Perspectives.
For SGE, businesses should sign up for Google Labs and experiment with AI-powered search results.
When producing new content, consider the optimal amount of information needed for a great user experience.
Experiment with different content lengths to see what Google is currently rewarding in your niche.
Incentivize customers to create content about your products and services to improve visibility in user-generated content searches.
Keyword research is crucial for adapting to new SEO strategies and understanding customer search intent.
Adaptation to these changes is key to maintaining or increasing organic traffic.
Exposure Ninja offers a free website and marketing review to help businesses optimize for SGE and other SEO changes.
Transcripts
we're going through a period at the
moment that seeing some of the biggest
changes in SEO in well over a decade and
in today's video we're going to show you
not just how to survive but how to
thrive so we're going to cover this in
two parts firstly we're going to go
through three major changes that are
happening in SEO right now and then
we're going to help you plan for each of
these to build them into your strategy
so that you can use them to your benefit
over the next year change number one Ai
and sge for sure AI is the buzzword of
the day but it is transforming not just
the way that marketers do marketing but
also how search engines work and present
their results and Google's sge or search
generative experience is probably the
most profound change that we marketers
need to be aware of and here's how it
works when you search for something
rather than seeing the regular organic
results down here you get this big AI
powered snapshot at the top this is
really significant because rather than
getting a whole list of websites that
people can scroll through the Searcher
basically sees Three Links and of course
this means that if if you're not in
those three links you could see a
significant drop in traffic the race is
on over the longer term sge could
actually change how people use search
engines because it allows you to have a
conversation with Google it allows you
to ask follow-up questions and ask much
more personalized searches than you
would if you are only looking to surface
results from websites and of course if
we as marketers want to take advantage
of this we need to be optimizing our
content for that type of search and to
get it shown in this Carousel section at
the top of the page age this is one of
our key Battlegrounds over the next year
but I think this is an incredibly
exciting opportunity let me show you an
example so here I'm looking at search
for what is a USDA loan now USDA is the
United States Department of Agriculture
and they basically guarantee certain
mortgages in rural areas in the regular
organic results the USDA is ranking
position one and it's ranking position
three which is kind of what you'd expect
right because what is a USDA loan who
knows better than the USDA but here's
where it gets exciting for marketers cuz
the USDA is not linked to in this
section the carousel at the top of the
sge results so if I'm a mortgage broker
or I'm some business that benefits from
ranking for USDA loans finally I get a
chance to LeapFrog the USDA site that's
been ranking at the top of Google for
ages get my business featured here and
pick up some of that traffic now of
course Google may change this and USDA
may be ranking all the time that's not
really what I'm talking about here what
I'm talking about is the fact that sge
seems to use slightly different ranking
factors to the regular organic search
results we've covered this in more
detail in our webinar all about sge but
this is a really exciting opportunity
for any business that is always looking
at the Top Authority sites in their
space ranking for everything saying how
can we beat them well here's an
opportunity to beat them if they're not
even thinking about optimizing for sge
you can just skip them completely and
start picking up way more traffic than
they will be from this new change now
we're going to cover exactly how to plan
for this in just a minute but before we
do that the second major change that
we're seeing over the next year
is short content ranking yes best
practice wisdom in SEO is always that
you need to provide long content on a
page if you want it to rank on Google so
everyone's been writing ultimate guides
answering all of the possible questions
that people might have about a topic in
order to get them ranking on the first
page but over time we've started to
notice a shift where actually Google is
starting to reward in some cases shorter
content instead sticking with our rural
mortgages here's a bunch of website
pages that are ranking well for Rural
mortgages this is quite a high
commercial intent term so it's going to
be very valuable and usually
historically we would have expected to
see medium to long Pages ranking for
this but take a look at the variance in
content length this is the sort of page
that we'd normally expect to rank for
this it's very very long loads of detail
we've got FAQs all answered in detail
we've got statistics all that type of
stuff a very very long comprehensive
page but sometimes maybe that's too long
maybe you don't need the entire history
of the universe you just want a really
simple straightforward page well this
page is also ranking and it is
incredibly straightforward we've got a
couple paragraphs of text here we've got
a testimonial a bit of related info and
then that's pretty much it a really
short page now here's a mid-length page
that's ranking for this phrase It's all
about how to get a rural mortgage we can
see that are lots of sort of related
questions here and then we've got a CTA
at the end so that's a pretty mid-length
page but then look at this one this one
actually has no real sort of long form
content at all it's just a couple of
sections of bullet points and that's it
now here's the important thing to note
all of these Pages answer the searcher's
question some answer it in a long way
others answer it in a short way but they
all serve the Searcher and Google seems
to be rewarding that again we're going
to come back on exactly what you need to
do with this information in just a
minute but but first big change number
three Google perspectives this is one of
my favorite changes to SEO but nobody
really seems to be talking about it now
this is only visible at the moment on
mobile in the US or using a US VPN on
Chrome or on a Google app but this is
already out there Google has already
launched this it's testing and it's
collecting feedback here's how Google
perspectives works when you make certain
types of searches you see these filters
up at the top of the page now we're used
to seeing the filters like shopping or
videos or IM or news but you'll notice
that for some searches there's a new
filter tab called perspectives and when
you give that a tab what you'll see is
user generated content so here we can
see a fairly typical perspectives result
where we've got some long form YouTube
videos we've got some Reddit results
we've got short form videos we've got
some Tik toks we've got some Kora uh
questions and answers in some cases but
all of this is individual people's
perspectives rather than branded content
or you know Tech crunch doing a Roundup
of the best rowers this is all
individual people's content or
discussions you'll also notice some of
this type of thing making its way into
the regular search for example if we
just scroll down the regular search
results page we'll see this discussions
and forums section down here which has
some links to Reddit and when're
noticing Google testing more of this
perspectives content in the regular
search results just as it does for
example by showing videos in the regular
search results as well as on the videos
tab now I suspect that this is Google
sort of hedging against sge feeling a
bit personal for some people if you
watch different types of people search
you'll notice that some people prefer to
go to really high Authority sources that
have done a big round up and evaluated
all the options whereas Sometimes some
people want to go to a whole bunch of
individual people's perspectives and do
that filtering themselves SG seems to be
way more suited to the first category
collecting and aggregating all of the
information on the internet and
providing you with a summary whereas
perspectiv is more about the second
category it enables people to HT through
and find the right information for them
based on the sort of profile that they
see in the results it's also Google's
competitive play against people using
Tik Tok for search and I think that
perspectives is going to open a new type
of SEO for businesses that it's relevant
for a type of SEO where businesses need
to focus on the user generated content
that's being produced about their
products and services where they need to
spend time in Reddit and qu answering
people's questions because those
questions might find their way into sege
a type of SEO where businesses need to
incentivize customers to create YouTube
shorts or Tik toks about their
experience with the products and
services in order to get them ranking in
these types of searches so again we're
going to come back to this and how to
plan for it in the next section so it's
great to know about these three changes
but how do we actually plan for them how
do we make the most of them to make sure
that we're seeing the growth in our SEO
over the next year well let's start with
sge here's my recommended plan of action
step one sign up for sge to do this you
need to go to Google Labs just search on
Google for Google labs and you need to
be using either a US VPN or you need to
be based in the US this will allow you
to sign up for the SG search Labs
experiment once you've done this you can
use Google Chrome to start experimenting
with sge get a feel for what sort of
searches in your space are bringing up
sge results click on the links to see
which sort of websites are being
rewarded and what are the Snippets of
content on those pages that SG is
referencing your goal in all of this is
just to collect information to get a
feel for how sge is working the next
step is the start testing and doing some
experiments with your own site to see
what you can do to get your pages
ranking this is what we're doing for our
clients at exposure ninja so we're
testing with a few pages on each website
just so we can work out what are the
levers that we need to pull for this
specific website for this specific
search to get it ranking in those all
important sge results that way when
Google decides to roll out sge fully we
know okay this is what we need to do
this is our game plan for the rest of
the website but if Google changes SG
significant L before rolling it out we
haven't spent a whole bunch of time
optimizing every page on the website for
SG rankings here at exposure ninja we've
been getting some incredible results
with our own SG experiment so if you
want a hand in optimizing your website
and getting ready for sge then request a
free website and marketing review from
the team here all you need to do is go
to exposure ninja.com review and tell us
a little bit about your business and
your digital marketing goals will then
take a look at how well your digital
marketing is performing for you at the
moment will then make a prioritized
action plan for you to follow including
SG for how to significantly increase the
volume of leads that your website
generates over the next 12 months this
service is completely free of charge so
go to exposure ninja.com review to apply
for your free review today all right
what about this whole shorter content
thing do you need to go back through
your website and start trimming down all
of your ultimate guides into short
bite-sized Snippets no don't do that
here's how I would suggest approaching
this when you're producing new content
think about the amount of information
that you actually need to provide in
order to be really useful to customers
let me show you an example so let's say
I want to make some banana pancakes now
I've noticed that this website here is
ranking for banana pancakes and it's
just two ingredients that sounds about
right to me but let's have a look at the
information on this page okay how to
make two ingredient Banana Pancakes
should be fairly simple this is probably
the sort of thing that you could answer
in a couple of sentences right well yeah
but firstly I need to scroll through all
of this stuff I need to pass ads I need
to pass pictures how do these only have
two ingredients I really need to read
this section don't I do they really
taste like pancakes I need to read tips
on how to flip them I need to see a
presumably affiliate link spatula that I
could use to flip my banana pancakes I
need to find out about adding nuts and
chocolate and more which does sound good
to be fair and only then do I get to the
recipe and the instructions but look how
far I've had to scroll in order to get
that information so it seems to us that
Google is starting to realize that
sometimes this type of thing isn't the
optimal user experience sometimes the
Searcher just wants the information that
they're looking for at the moment though
Google is still rewarding this type of
content in some instances so it's always
important to check even if you think
right we can answer this question in
just a few paragraphs check what Google
is currently rewarding in your space if
you see shorter content ranking then by
all means produce a shorter content
piece and see if you get the ranking
that you're after but however if you see
that Google is only ranking super long
detailed guys with loads of background
and next steps you may still want to
take that approach because perhaps
Google has decided based on measuring
user metrics that actually people do
want that additional info they do want a
bit of backstory they do want to
understand the next steps that they
could take the important thing as ever
is understanding exactly what your
customer or your Target customer wants
and giving them that so long as Google
is rewarding that approach what about
perspectives well again the first thing
to do is experiment with it and see what
types of searches are bringing up
perspectives results and just spend some
time getting familiar with it for
example is it videos that are coming up
is it written reviews and discussions
when you find a discussion going on are
people recommending particular Brands
and could you potentially add your brand
to that list of recommendations and by
the way a bonus of using perspectives is
that you'll start to notice some of the
things that your customers and potential
customers have issue with about your
competitors this can help you with your
brand positioning with the FAQs that you
answer on your own website and on your
product pages as well for example if you
see in perspectives that people are
saying that your competitor's product is
good but the quality doesn't really
match the price well that might be
something that you want to emphasize in
your own marketing knowing that there is
dissatisfaction in your space and then
you may want to think about how you
incentivize your customers to talk about
you online some businesses are already
doing this for example gym shark shares
the images posted by its customers
ambassadors giving them that praise and
boosting their own social visibility
whereas figma has a group of designer
Advocates these are full-time salaried
positions that create figma related
content which figma can then share on
its own social Pages this has way more
credibility than something that looks
overly figma branded because it appears
to be user generated content and it sort
of is so this approach isn't quite an
influencer approach because you're not
actually paying for their influence
you're just paying for them to produce
content for you but it can be a really
powerful way of building up the sort of
user generated content that we're seeing
being rewarded in perspectives but you
also might want to work more informally
with people that have already been
posting about you so have a look at
who's been tagging you on social media
and see if you might want to work with
them to produce some content targeting
ranking and perspectives so to recap SG
is going to have a huge potential impact
on SEO over the next year some
projections have it decimating up to 95%
of a website's organic traffic but only
if you don't adapt to it and figure out
how to rank your website pages in that
Carousel next up we've got Google
ranking different lengths of content and
you need to be thinking about this
experimenting and seeing what's working
in your space that you can then then
apply to the Future content you're
producing thirdly we have Google
perspectives and the opportunity to get
user generated content ranking for these
types of searches knowing that Google is
already starting to show them for some
Industries one of the common tasks
you'll need to do across all of these
new SEO strategies is keyword research
understanding the words and phrases that
your potential customers are searching
for is absolutely vital and in this
video we show you exactly how to do that
keyword research using a similar
approach to what we do for our clients
at a exposure ninja enjoy it see you
soon
Weitere verwandte Videos ansehen
![](https://i.ytimg.com/vi/S2DJbSiDvHc/hq720.jpg)
How to Do Website SEO & Get More Organic Traffic | Full SEO Roadmap 2024 🔥
![](https://i.ytimg.com/vi/FQ6Z_ywn2OI/hq720.jpg)
Local SEO Tutorial - The Ultimate Guide To Ranking Locally
![](https://i.ytimg.com/vi/KX3Yt67mu_M/hq720.jpg)
Google Ranking Factors (Leaked)
![](https://i.ytimg.com/vi/M2QDUW_enmk/hq720.jpg)
Start Affiliate Marketing with $0 and No Audience
![](https://i.ytimg.com/vi/ucakitrgCV8/hq720.jpg)
Google SGE: l'IA di Google che cambia tutto [Tutorial]
![](https://i.ytimg.com/vi/lD6Ve_GEKrU/hq720.jpg)
We Tested Two Powerful SEO tools | KWHero and Textfocus Reviews
5.0 / 5 (0 votes)