Tendências de SEO que Vão ORIENTAR sua Estratégia em 2024

Summary

Fábio Ricotta discusses four major digital marketing trends for 2024 that will shape strategy, including the shift from keyword-focused SEO to topic-based optimization due to AI advancements. He highlights the rise of TikTok as a visual search rival to Google, especially among younger generations. Ricotta also covers Google's response to AI with Search Generative AI (SDI), which provides more elaborate search results, and emphasizes the importance of website architecture and internal linking to enhance visibility and authority in a rapidly evolving digital landscape.

Takeaways

• 🔍 The first trend is that keywords are becoming less important in SEO and will be replaced by topics and entities. Professionals will be less focused on keyword research and more on understanding topics and organizing content around them.
• 🗺️ Google is increasingly organized around topics, influenced by AI, which understands and classifies information by topics rather than just keyword volume.
• 🛠️ Tools like Magic KW and Google's own Search Console can help with keyword grouping and topic research, which is essential for content production and strategy.
• 🤖 AI tools can assist in categorizing keywords into topics and entities, streamlining the process of content creation and competitor analysis.
• 📈 The second trend highlights the rise of TikTok as a search engine, especially for visual content. It's becoming a rival to Google, with users turning to TikTok for product experiences and how-to demonstrations.
• 📊 An Adobe study mentioned in the script shows that a significant portion of the American population, especially Gen Z, uses TikTok for searches and trusts it more than Google for certain topics.
• 🚴‍♀️ For niches like recipes, music, DIY, fashion, fitness, and beauty, TikTok is a fundamental tool for businesses to promote and sell products.
• 🧠 The third trend discusses the impact of AI on search engines, with Google introducing features like Bard and SDI (Search Generative AI) to provide more elaborate and conversational search results.
• 📱 Google's SDI is currently in an experimental phase and aims to enhance the search experience by integrating AI to generate more complete answers to user queries.
• 🏆 The fourth trend emphasizes the importance of site architecture and information structuring. As AI becomes more integrated into search, having a well-organized site with clear topics and entities will be crucial for SEO.
• 🔗 Internal linking and establishing authority on specific topics will become even more important as AI-driven search prioritizes recent, relevant, and authoritative content.

Q & A

What are the four trends that Fábio Ricotta believes will shape digital marketing strategy in 2024?

Fábio Ricotta outlines four trends: 1) Keywords becoming less important as topics and entities gain prominence, 2) The rise of TikTok as a search competitor to Google, 3) The impact of AI and generative search experiences like Google's Search Generative AI (SG), and 4) The increasing importance of site architecture and internal linking for SEO.

Why does Fábio Ricotta think that focusing on topics and entities will become more important than keywords?

Fábio believes that Google is increasingly organizing information by topics and entities, which is more aligned with the way AI understands and classifies content. Therefore, focusing on these aspects will help professionals stay ahead in the market.

What tool does Fábio Ricotta recommend for keyword research in the context of the shift towards topics and entities?

Fábio recommends using Google's Magic KW Tool to see keyword groupings and also mentions the free Google Search Console as an alternative for keyword research.

How does Fábio Ricotta view the role of TikTok as a search platform compared to Google?

Fábio sees TikTok as a growing rival to Google, especially for visual searches. He suggests that people are increasingly using TikTok for quick, practical visual solutions, which differentiates it from Google's more textual search results.

What is the significance of the Adobe study mentioned by Fábio Ricotta in relation to TikTok as a search platform?

The Adobe study indicates that a significant portion of Americans, particularly those from Generation Z, use TikTok as a search engine and trust it more than Google. This suggests a shift in search behavior, especially among younger demographics.

How can businesses leverage TikTok for promoting their products according to the insights shared by Fábio Ricotta?

Businesses can use TikTok to showcase their products visually, as it is a platform where consumers are increasingly looking for product experiences and recommendations. Collaborating with TikTok influencers for promotions is also a strategy that some businesses have already adopted.

What is the Search Generative AI (SG), and how does it differ from traditional Google search?

Search Generative AI (SG) is a new interface by Google that uses AI to generate more complete and contextual search results. Unlike traditional search, SG provides more elaborated answers and can potentially integrate e-commerce results directly into the search experience.

How can professionals optimize their content to appear as a reference in Google's Search Generative AI?

To optimize for SG, professionals should focus on creating authoritative and recent content on specific topics, organize information in a clear structure, and strengthen their site's architecture to make it easier for Google to recognize and reference their content.

What role does site architecture play in the context of the upcoming trends discussed by Fábio Ricotta?

Site architecture is crucial as it helps Google understand the topics and entities a site covers. A well-organized site with clear categorization and internal linking can improve visibility and potentially be recognized as a source of information by Google's AI systems.

How does Fábio Ricotta suggest using internal linking to enhance a website's SEO?

Fábio suggests using internal linking to strengthen pages that cover specific topics or entities. This not only helps in establishing the site's authority on a subject but also aids Google in understanding the site's content structure.

What is the potential impact of AI on the future of search engine optimization according to Fábio Ricotta's analysis?

Fábio predicts that AI will significantly change SEO by prioritizing topics and entities over keywords and by enabling more interactive search experiences like Google's SG. This shift will require professionals to adapt their strategies to align with AI-driven search mechanisms.