Expert Marketers Share Strategies Post-Google I/O 2024


The Gist

  • The rise of AI. How advancements announced at Google I/O 2024 attempt to redefine search.
  • Blue links … and now AI? Adapting to AI-driven search engines. Traditional SEO tactics are becoming less effective, shifting focus to brand-centric content.
  • AI and content strategy. Insights from marketing experts: original, value-driven content is crucial for AI recognition and successful marketing.

Google’s announcement of new AI features for search last week at Google I/O 2024 serves as a wake-up call for SEO and marketing professionals. They highlight the shift away from traditional keyword-centric strategies to a focus on brand storytelling and AI adaptation. Further, as Google continues to innovate with its Gemini AI models, marketers are urged to rethink their approaches in the evolving search landscape.

“This is a rude awakening to all SEOs,” said Mary Owusu, CEO of OwnMyNiche.com and LEADSABLE. “SEO as we know it has been too easy to manipulate. The idea of ranking for keyword-rich content is gone. SEOs need to become brand storytellers. In the past, ‘doing SEO’ meant creating keyword-rich content in primarily written format to rank on Google. In the AI world, ‘doing SEO’ will be creating brand-centric content in various formats across whatever platforms the brand’s customer hangs out.”

At Google I/O, Google announced a host of AI features with significant implications for search. Marketers weighed in with CMSWire on the search strategies that the industry should pay attention to as consumer adoption of AI broadens.

Google’s announcements at Google I/O have always generated developer buzz, but this year’s I/O has introduced a variety of Gemini AI models to address different AI modeling needs. Developers who use Google Cloud services have more features to explore, with several key features impacting Google search. Marketers should pay special attention to how these features highlight the AI trends taking shape now.

What Search Tactics Are Emerging With AI’s Arrival?

Much of Google I/O 2024 centered on upcoming features scheduled for release from now through the summer, such as Gemma 2, the next generation of its small language model Gemma. These features expand tokenization and parametrization.

Many features hold promise for Gemini. People are already using Gemini and its competitors, like Claude and OpenAI, for information searches. Due to the buzz and steadily increasing usage among consumers and professionals, AI is increasingly being treated as a search engine, enhancing its status as a “recommendation engine.” People are using prompt queries to solve personal workflows and find information, much like traditional search engines helped find information online.

However, queries must incorporate the latest prompt engineering techniques to make the right AI model recommendations. Search engines typically rely on links to rank results in the SERPs — a concept well known among business owners, marketers and developers. AI models make associations of their tokenized prompts based on trained data, so users must craft their queries with precision to accommodate the underlying AI engine.

New features such as multistep reasoning and AI Overviews provide more user control over their queries. Marketers must consider how these features will be adopted in user information search behavior, as they summarize the models involved, reducing the need for extensive iteration to explain what users are looking for.

(Editor’s note: we’re not entirely impressed with AI’s arrival in Google search; at least yet):

 

Related Article: Google I/O 2024: AI to Redefine the Future of Search

Attribution Challenges and New World for Search

Marketers shared their thoughts with us through LinkedIn after hearing Google’s announcements, along with other news such as the arrival of ChatGPT4o.

Rand Fishkin, co-founder of SparkToro, notes how AI complicates the growing reality in search — the complication of attribution.





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