How Search Engine Has Changed Marketing in 2023
Search engines keep changing how users discover and interact with information online. AI has become the driving force behind search engine algorithms in this dynamic landscape, enabling more personalized, relevant, and intuitive search experiences. As we delve into the latest developments, it becomes evident that it’s not just about retrieving information; the search engine has become an intelligent, adaptive entity that understands users' intent, preferences, and context like never before.
If you're seeking a simple method to gain an advantage, in the past, I would have advised you to concentrate solely on keywords and links. The combination of these two was enough. However, this approach became less effective when Google penalised excessively "spammy" websites and rewarded sites that provided content relevant to users' intentions.
So, how do we ensure our online presence remains relevant in today's landscape? The answer lies in understanding how modern search engines operate. Now, more than ever, marketers must grasp search engines' inner workings to optimize their websites accordingly.
Use of AI
AI has changed everything. However, the search engine may flag such content copied from published materials. AI tools are used to gather and rephrase information from multiple sites. However, this contradicts Google's "stitching and combining content" guidelines as it lacks proper flow. As a rule, content must be informative and authoritative, which AI never does. All it does is pull and piece together spammy information from different sources.
As a countermeasure, search engines have been working hard to detect and penalize AI-generated content to maintain the integrity and reliability of their search results. While AI has undoubtedly improved the search experience, it has devalued genuine content and reduced the authority of some websites.
It’s important now more than ever to focus on generating high-quality, original content that adds value to users. AI doesn’t do this! As SEO content specialists, we pride ourselves on creating content that not only appeases search engines but also resonates with the target audience, driving organic growth and building lasting authority in the online domain.
Use of Real Photos and Videos
In today's competitive marketing landscape, the importance of using videos cannot be overstated. In fact, according to a recent study by Wyzowl (2023), more than 91% of consumers desire brands to produce an increased amount of online video content. Also, According to a Digital Asset Management report, brands that leverage video in their marketing strategies experience a staggering 49% faster revenue growth than those without it. Real videos that showcase authenticity are precisely what people are looking for. With the rising demand for videos, it is no surprise that many businesses are incorporating video marketing into their digital marketing strategy.
As businesses strive to stay ahead of their competition, video marketing has become a powerful tool to captivate audiences and drive engagement. But creating impactful videos goes beyond just recording; it requires careful planning and execution. At TEKSEO, we help you;
- Come up with SEO-optimized topics
- Come up with a compelling script
- Handle the entire process, from editing to uploading, so you can focus on your core business.
- Incorporating videos into your social media strategy.
Quality Content Will Always Be At The Core
Even though there are changes, the core has always been the same - quality content and showcasing expertise. While keywords still play a significant role in SEO, they are no longer the sole determinants of success. You must create informative content that positions you as an expert in business.
Most marketing companies don’t get the basics right; for instance, Priceline recently did a site migration, losing up to 50% of their traffic because it wasn’t planned properly. It’s simple; they only needed to migrate the site without hurting existing traffic. If you already have traffic, we will build on that. We will not put you in a position where you must start from scratch.
Bottom Line
Google trends keep changing. Today, marketing is about empathy, understanding consumer behaviour, leveraging data insights, and creating personalized experiences. At TEKSEO, we pride ourselves on being at the forefront of this marketing evolution. With a dedicated team of experts, our commitment to generating high-quality, valuable, and authentic content has positioned us as leaders in the industry. Choose us as your trusted digital marketing partner, and let us help you thrive in today's competitive online landscape.
