SEO and Search Are Evolving With AI – Are You Keeping Up?

As AI becomes more integrated into Search Engine Results Pages (SERPs), we’re seeing a shift in the traditional search model, along with some significant changes in how search works.

With AI-generated answers and summaries on the rise, it’s important for us all to stay on top of these shifts.

The new Google Gemini™ AI platform is launching fully by the end of 2024, and early tests show that its snippets are sometimes popping up before traditional organic listings. This could mean fewer clicks to your website. Plus, paid ads are now often appearing after those AI summaries, making the user journey even trickier!

The Rise of Zero-Click Searches

There will be a rise of zero-click searches. That’s when users find their answers without ever clicking on anything. 

For financial institutions, this is a growing concern because fewer clicks mean fewer conversion opportunities. With rich features, like Google Business Profile™ business listing service and the Google Knowledge Panels grabbing users’ attention, it’s time to rethink your approach to capturing traffic.

Also, Google is showing results from sources like Reddit, which emphasizes the need for strong user-generated content. As a financial institution, you must ensure your content – like user reviews and community discussions – stands out and offers real value.

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Bridging the Gap with Paid Search

With AI reshaping organic search, financial institutions will need to invest more in paid search (SEM) in order the maintain visibility online. As Google experiments with Gemini results and new ad formats, it’s important to adapt SEM strategies to grab users’ attention before they scroll past. This could mean increasing Google Ads budgets to make up for lost organic clicks.

Plus, aligning website content with Google’s “helpful content” guidelines will not only boost organic performance but also improve ad quality scores. A solid SEM strategy, paired with good SEO practices, can maintain a competitive edge in the digital marketplace.

Navigating the March 2024 Core Update: Quality Over Quantity

The March 2024 core update from Google highlighted the importance of creating valuable, user-focused content. Many sites that cranked out AI-generated content in late 2023 faced penalties, leading to significant drops in keyword rankings. This update is a reminder to focus on content that genuinely benefits users.

AI can help streamline processes, but it’s our human touch that resonates with both users and search engines.

Key Strategies for Financial Institutions

1. Stay Informed on Algorithm Updates:
   Keep an eye on changes in search algorithms. Regularly check Google’s updates and understand how they impact SEO and SEM strategies (or lean into Mills Marketing’s Digital Team).
2. Focus on Genuine, Human-Centric Content:
   • Use AI Strategically:
     AI is a great tool, but it shouldn’t be the main player in content creation. Original, insightful content that truly meets users’ needs must be prioritized.
   • Review and Update Existing Content:
     Does your website offer meaningful insights? If you have used AI-generated content in the past, it might be time to revisit that content and enhance its value.
   • Write for People First, Robots Second:
     While SEO is essential, the primary goal should always be delivering value to the audience. Content that genuinely addresses users’ needs will perform better over time.
3. Embrace Paid Search to Compensate for Organic Shifts:
   As AI-generated content takes up more space in SERPs, paid search becomes an essential part of the strategy. Increasing your SEM investment ensures that your financial institution remains visible at the top of search results, even if organic rankings fluctuate.
4. Regularly Monitor External Listings:
   It’s essential to maintain accurate business information across platforms like Google Business Profile, Yelp, and Facebook. These listings play a critical role in enhancing your institution’s credibility and visibility in search results. As a SEMRush Agency Partner, we help financial institutions manage their listings every day!
5. Optimize Your Website with Schema for Crawlers and AI Systems:
   Ensure that your institution’s website is optimized for Google’s crawlers by implementing structured data using schema markup. This enhances accessibility for AI-driven search systems, improving visibility, accurate indexing, and ranking. If you have questions about schema markup, reach out! We can help.

Adaptation is Key

AI is playing a major role in shaping how financial institutions interact with their consumers online. The key to success is to remain adaptable and flexible. By staying committed to high-quality, human-generated content and proactively adjusting to algorithm changes, you can navigate this evolving landscape and maintain a competitive edge.

At the end of the day, the principles of good marketing still apply: focus on the user experience. As long as you continue providing genuine value and staying informed, you’ll thrive in this AI-driven world. AI may be driving changes in SEO and SEM, but those who can balance technology with a human touch will continue to succeed.

Would you like more information on this topic or help analyzing your website’s content?