As technology evolves and consumer behaviour shifts, it’s becoming increasingly apparent that Google may not hold a monopoly in search forever. The rise of voice search, generative AI tools like ChatGPT, and social platforms such as TikTok are reshaping the way people discover information, outside of the traditional search engine results page, signalling a significant shake-up in the search landscape. Here we unpack key topics of the moment, for businesses to consider when working on their online marketing strategy.
Google’s AI Overviews: What Are They?
You’ve likely heard about Google AI Overviews, officially known as Google’s ‘Search Generative Experience’ (SGE). But what exactly are they?
“With AI Overviews Google has integrated generative AI into its search engine to keep pace with tools like OpenAI’s ChatGPT and Microsoft’s Copilot” explains Molokini’s SEO and digital specialist, John Bachtiger-Millard.
Molokini’s SEO and Digital Specialist, John Batchtiger-Millard
Molokini’s Account Director, Laura Neasham, adds “These AI tools have rapidly gained popularity for their ability to provide fast, conversational, and context-rich responses, and Google naturally won’t want to be left behind”.
Instead of presenting users with a list of links, Google AI Overviews aim to deliver direct answers to queries right on the search results page. However, feedback from SEO experts and data-driven studies suggests that the success of the rollout, which started in the US in May 2024 and in the UK end of summer 2024, has been somewhat mixed. Many professionals have raised concerns about the accuracy.
“While the jury’s still out on Google AI Overviews, you can rest assured Google will be working on it.”
Molokini’s Account Director, Laura Neasham
TikTok: The Go-To Search Platform for Gen Z
TikTok has emerged as the primary search platform for Gen Z, surpassing Google in this demographic. This shift highlights a broader trend where younger users are turning to platforms they already frequent for quick answers, product recommendations, and tips. TikTok’s combination of entertainment and information, delivered through short-form videos, caters to this audience’s preference for dynamic, visual content.
Brands may need to adapt content strategies to leverage TikTok’s search power. However, businesses should not neglect traditional search platforms if their target audience spans beyond Gen Z. While TikTok is influential among younger users, it’s important to maintain a strong presence on platforms where the volume of search is greatest for your demographic.
The Power of High-Quality, Authentic Content
In this evolving search environment, businesses that prioritise high-quality, authentic content will maintain a competitive edge, or at least stand a chance of increasing their visibility in search. Although SEO strategies traditionally focused on content volume, there’s now a critical need to balance quantity with quality. Well-researched and well-considered content for your target audience not only enhances your visibility chances on Google but on generative AI platforms. If your content ranks well in traditional search engines, it’s likely to be effective in generative search as well.
When creating content for your website, think E-E-A-T (experience, expertise, authority and trust). Although it’s not confirmed as a ranking factor in Google’s algorithms, it is a framework used by Google to assess content quality, and therefore by default, forms part of the SEO playbook.
“Molokini began as a PR agency nearly 20 years ago creating high-quality content tuned to each intended channel with a focus on marketing goals and a real understanding of complex products and supply chains. We have never steered away from those principles with authenticity and integrity using real human copywriting specialists to create content with real meaning”, says Molokini Director, Nik Webb.
With a finger on the pulse on these developments, we are safe to say we’re in a world of misinformation where many businesses are falling foul to the misuse of AI tools, and it’s saddening that talented copywriters have been sidelined in favour of free AI tools. The problem with this is, businesses end up with words on their website, in their social media, that can lack the industry nuances, the underlying confidence in the subject matter and the emotive or compelling narratives that can stir and resonate with your target audience.
Nik concludes, “It will be interesting to see how new Google updates will affect businesses who are often unaware of the harm AI-generated content on their websites may be doing in the long term.”
NOTE: This article was written by Molokini humans utilising AI for research and to help enrich key points and provide data we needed.
SEO vs. GEO – What’s the Difference?
When developing search strategies, it’s now worth distinguishing the difference between Search Engine Optimisation (SEO) and Generative Engine Optimisation (GEO). While both can considerably improve your online visibility, they focus on different aspects of how information is discovered and presented. Below we break out the differences between SEO and GEO.
Search Engine Optimisation (SEO)
SEO involves optimising a website to improve its ranking and visibility in search engine results pages (SERPs), primarily focusing on Google, which dominates the global search market. SEO encompasses several key components:
Technical SEO
As the name suggests, this has to do with the technical aspects of a website for better crawlability and indexing, which basically means how easily Google is able to read your website. Key elements include:
- URL Structure: Creating clean, descriptive URLs.
- Metadata: Creating effective meta titles and descriptions.
- Site Speed: Improving page load times.
- Mobile-Friendliness: Ensuring a responsive design.
- Sitemap and Robots.txt: Guiding search engines through sitemaps and robots.txt files.
On-Page SEO
This is where you focus on optimising individual web pages and, is often a split approach with technical for larger websites where content improvements are required more regularly compared to smaller websites. Key things when working on on-page SEO include:
- Content Quality: Creating valuable and user-focused content.
- Keyword Optimisation: Incorporating target keywords strategically and ensuring their intent is aligned with what the page is serving.
- Internal Linking: Enhancing navigation and authority distribution.
- User Experience: Improving readability and site design
Off-Page SEO
Involves external factors that affect rankings, such as:
- Backlinks: Building authority and referral traffic through reputable links.
- Social Signals: Engaging on social media to drive traffic.
Generative Engine Optimisation (GEO)
Generative Engine Optimisation (GEO) is emerging with the rise of generative AI technologies. It focuses on optimising content strategies for platforms that use AI to generate and deliver responses. Key components include:
1. Content Adaptation: Tailoring content for AI models to understand and generate relevant responses. This includes:
- Natural Language Processing: Aligning content with AI’s language models.
- Contextual Relevance: Providing clear, comprehensive answers to user queries.
2. AI Integration: Optimising content for AI-driven platforms. This involves:
- Structured Data: Using schema markup for accurate AI responses.
- Conversational Queries: Developing content for common AI-driven queries.
3. User Intent and Interaction: Understanding how users engage with AI tools. This includes:
- Engagement Metrics: Analysing interactions with AI-generated responses.
- Personalisation: Leveraging AI’s ability to tailor responses based on user data.
Conclusion
The evolving search landscape presents both challenges and opportunities for businesses. As platforms like TikTok, generative AI tools, and Google’s AI Overviews gain prominence, marketers must adapt their strategies to take advantage or just keep up. While SEO remains a big factor in any digital marketing strategy, the rise of GEO introduces new dynamics in how content is discovered and consumed. With other search platforms available to try and become visible in, your SEO strategy shouldn’t play to Google in isolation. The key takeaway? Success requires a blend of traditional SEO practices with considered approaches for AI-driven platforms, all while focusing on creating high-quality, authentic content that resonates with your target audience. The future of search is dynamic—are you ready?
Molokini has helped many small to medium-sized businesses kickstart their SEO strategy and can offer a rolling service from simply keeping the lights on with low-level technical SEO, to complete technical, on-page and new content creation delivery and consultancy. Get in touch if you think we can help you with your SEO journey.