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!
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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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.
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.
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.