Google has shifted to AI. Here’s what you need to do to keep your content from dwindling to the 99th search results page…
It’s official: Google’s AI transformation is here. There are a lot of unknowns about what’s going to happen in the next few months, and anyone who tells you they know for sure is lying. But what we know for now is this… Is it going to be harder for your digital content to rank on Google’s first page of results? Yep, no doubt. But don’t give up! Here’s what you need to know to stay relevant and visible on the world’s most popular search engine.
First of all, what’s going on?
You’ve probably heard that something is up with Google. Over the past few months, Google has been introducing AI into how and in what order it shows search results, introducing a brand new layout dubbed “AI Overviews.” Think of it like an algorithm change, or like rearranging your furniture — the content is the same, it’s just going to be presented in a different way.
This is important for anyone putting content on the internet.
Because instead of providing a list of links to websites, Google will use AI to give a more direct, comprehensive overview of the answer to your search query. Google has been shifting this direction in recent years with its top automated answers and drop-down menus of related questions. But this is a dramatic jump: the search engine results page (SERP) will look more like a web page, providing a summary response and small tiles to the top 2 to 3 sources you may choose to click on to learn more.
For now, AI Overviews are in limited rollout in the US, but they’re coming sooner rather than later for everyone.
How do AI Overviews affect your content marketing?
You’ll likely need to make some changes to your content marketing strategy and how you produce your content.
Google’s reason for this shift to AI is self-interested. They want to keep you on their website for longer. They don’t want you clicking through other people’s websites. This means it will get even harder to channel organic traffic to your website.
YOUR WRITTEN CONTENT - BLOGS
So, should you give up on written blog content?
Definitely not. While SERP ranking organically is expected to become more challenging, it is still an important part of your marketing strategy.
But you absolutely MUST get serious about your blog’s SEO.
Gone are the days when you could wing your SEO. In an increasingly competitive landscape, you need to have a content strategy and use serious SEO techniques in every piece of content you post.
I have a blog that breaks down exactly what I do to write blogs that SERPS and humans love. Check that out.
YOUR VISUAL CONTENT - YOUTUBE VIDEOS
Now’s the time to dust off your YouTube account
It’s been some time now that we’ve heard that visual-driven (aka “pretty”) content gets clicks. But reports are showing that concise, helpful, and unique content in the form of short videos will be prioritized in Google’s new algorithm. Think: tutorials and “how to” videos, explainers, etc.
How can you make a YouTube video that will rank? Focus on delivering valuable info, not pretty visuals
Ask anyone who’s been making popular YouTube content for a while: What comes first in making a YT video? Nine times out of 10, you’ll hear “research” or “writing the script.” Kind of like how you wouldn’t start building a house without a blueprint, you need a script that outlines your video and keeps it on track, delivering value to viewers. For a video that has a chance at being including in Google’s AI Overview, you’ll want to focus on providing value and being informative, not simply making visually beautiful videos.