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Navigating SEO and SEM Relevance in the Age of AI: Best Practices in a Shifting Digital Landscape

Note: This content was originally presented by our digital marketing firm at the Fall 2024 MAGNET Global conference in Prague

 

The Challenge

As digital marketing evolves with the rapid integration of artificial intelligence (AI), maintaining search relevance—both in SEO (Search Engine Optimization) and SEM (Search Engine Marketing)—has become a pressing concern for marketing agencies. In this landscape, where user experience and search engine algorithms continuously shift, the real challenge for SEO and SEM experts is not to panic, but to adapt intelligently and hold the course. Core best practices for SEO and SEM harmonize with and often run in parallel with AI algorithms. Consider this guidance from Google for digital marketing professionals:

“SEO professionals and creators don’t need to do anything differently. Search results pages organized with AI are rooted in our core Search ranking and quality systems, which we have been honing for decades to surface high quality information.”

Understanding the Landscape

Let’s consider the pace of change for the Google search algorithm. Google rolled out mobile-first indexing in November of 2016. Gradually over time, this rollout was completed across all websites on the internet… in May of 2023. This exemplifies the importance of patience as we adapt. The recent changes in search engine results pages (SERPs) highlight a clear trend: Google prioritizes user experience, integrating rich features like Google Business Profiles, Knowledge Panels, and AI Overviews. These features keep users engaged on Google rather than directing them to external websites, a shift that poses a significant challenge for businesses reliant on website traffic for conversions.

The Impact of AI on SERPs

As Google tests AI results in SERPs, we are seeing a trend that could potentially replace traditional search results and agencies must stay in step with these changes and be aware of their implications. With a full rollout expected by the end of 2024, concerns around zero-click attribution models and the risk of reduced website clicks is palpable. This change complicates the landscape for businesses that rely on direct traffic for lead generation and sales.

Helpful Content & The March 2024 Core Update

The March 2024 Google core update marked a significant shift in the algorithm, with penalties being served to websites heavily utilizing (and relying on) AI-generated content, also know as ‘unhelpful content’. In late 2023, many sites went live with AI-generated content at scale. This attempt to flood their sites with content and subsequently drive rankings ultimately missed the mark. The algorithm seeks out helpful, unique content and rewards that content by assigning keyword rankings. Many sites saw keyword rankings drop dramatically after relying on tools like ChatGPT to create content that the algorithm ultimately deemed ‘unhelpful.’ In contrast, websites with manually crafted content regained visibility, underscoring the need for genuine, human-driven content and compelling meaningful narratives.

In advance of the ‘helpful content’ core update, our agency proactively advised clients to use AI sparingly—utilizing it for inspiration and research while emphasizing the importance of writing in their unique human voice. This strategy has helped clients navigate the evolving landscape with greater resilience. AI is a powerful tool and leveraging to improve efficiencies and support processes is essential. That said, we continue to advocate for a human-centered approach to content creation as we believe that this best practice will continue to be honored and rewarded by the search algorithm in both the short and long-term.

The Paid Search Perspective

As AI-generated content faces penalties in organic rankings and AI generated summaries are being tested in SERPs, organizations should consider increasing their Google Ads budgets to compensate for lost real estate in top SERP results and subsequent declines in site traffic. Note: Updating website copy to align with Google’s emphasis on ‘helpful’ content not only improves organic visibility but also enhances ad quality scores and conversion rates.

Adapting Your Agency and Client Strategies

  1. Monitor Algorithm Changes: Stay informed about updates and shifts in Google’s algorithms. Understanding these changes can help you anticipate how they will impact both SEO and SEM strategies. If you’re an agency, be sure to relay the changes in algorithms to your clients as well. 
  2. Content Strategy:
    • Reduce AI Dependency: If using AI-generated content, scale back on volume of content to avoid penalties. Consider how your agency and clients can focus on content strategies that generate unique, engaging, human-centric content.
    • Revise Existing Content: Audit your site for AI-generated content – revise it and request a recrawl via Google Search Console.
  3. Leverage SEM: Utilize paid search strategies to counterbalance the potential decline in organic traffic, ensuring you maintain visibility above the fold in search engine results pages.
  4. Optimize for Crawlers: Ensuring that your website content is crawlable by Google naturally supports visibility to AI systems like ChatGPT. As an added bonus, SEO best practices will help your content remain relevant in an AI-driven landscape.
  5. Review External Listings: Regularly check your business information across all platforms, including Yelp, Facebook, and Google Business Profiles. Accurate and consistent information can enhance your visibility in SERPs and improve your overall digital credibility.

Looking Ahead: Embrace Change and Adapt

Digital marketing is in a constant state of flux, influenced by advancements in AI and evolving user expectations. As agencies, our strength lies in our ability to adapt intelligently without succumbing to fear of change. By focusing on high-quality, human-generated content and maintaining a flexible strategy founded in best practices, we can navigate challenges and continue to thrive in the age of AI.

In the face of algorithmic change, remember: adapt, monitor, and always prioritize the user experience. By doing so, we can turn the uncertainties of the digital landscape into opportunities for growth and success.