Curious about why your website visits are dropping? This article dives into key SEO shifts, AI's rising influence, and how you can stay ahead. Don’t miss out on practical insights for transforming your strategy in 2024 and beyond!
Over the years, I’ve seen SEO undergo countless changes, but this year feels like a major turning point. Whether it's the impact of artificial intelligence (AI) on search engine algorithms or the rise of zero-click searches, the rules for ranking well have shifted dramatically. If you’ve been noticing a drop in your website traffic recently, you’re not alone—many brands are facing similar challenges and HubSpot points out that SEO is the main area of investment for marketers. As the Verge wrote on this topic, “...one thing’s for sure: the way the web used to work doesn’t work anymore. We need new rules, new norms, and new ideas about how the internet ought to be.” In this article, I’ll walk you through some of the key trends that are changing the game and what you can do to stay ahead.
The Shift in SEO Dynamics
SEO looks very different from just a year or two ago, let alone from when many businesses set up their SEO and website in the early 2000s. Google continues to evolve its core algorithms, now placing greater emphasis on original, helpful content rather than keyword-stuffed articles. As inbound strategists, we’ve always had a focus on creating content that helps, speaks to pain points and serves for the human, rather than the search engine - which gives us a great boost.
One of the most significant changes this year has been the introduction of AI Overviews, which has shaken up how search results are displayed. For many businesses, this change has resulted in a noticeable dip in organic traffic.
One reason for this is the growing prevalence of zero-click searches—a search result where the user gets their answer directly on the search page without having to click through to a website.
Google’s AI Overviews offer snippets of information that users are increasingly relying on, meaning fewer people are visiting actual websites.
Early testing has shown a decrease of anywhere between a fifth and two thirds of traffic has been seen due to the emergence of AI overviews for informational-type queries. AI generated snippets can result in zero-click searches, meaning that the user will be able to gain the information they are looking for in the AI Overview, reducing the need to click through to websites, therefore pushing organic search results further down the page.
On the other hand, websites that are featured in these overviews can see a significant traffic boost. It’s a double-edged sword that requires new strategies to navigate.
AI's Influence on Search
AI is playing an ever-larger role in search engines’ ability to interpret user queries. Algorithms like RankBrain use machine learning to better understand complex or ambiguous searches, meaning you no longer need to rely on exact keywords. Instead, search engines are focusing on user intent and delivering more personalised, relevant content.
Natural Language Processing (NLP) algorithms, such as BERT and MUM, are also changing the game by helping search engines understand conversational queries. This means it’s not just about optimising for keywords anymore but also about addressing broader topics and themes in your content. This is why adopting a topic cluster strategy—where you create pillar pages supported by related subtopics—has become so crucial. It allows Google to better understand the context of your content and rank you higher for a range of related search intents.
AI isn’t just transforming how search engines work; it’s also changing how content is created. Tools like ChatGPT are making it easier for brands to generate SEO-friendly content quickly and at scale. However, while AI can help with quantity, it’s the human touch that elevates the quality. You still need that creative edge, expertise, a strategic approach and emotional resonance to truly engage your audience.
The Role of HubSpot AI in SEO
If you’re looking to stay competitive in this evolving SEO landscape, HubSpot’s AI tools are invaluable. HubSpot’s AI can automate a lot of the heavy lifting involved in SEO, from generating SEO-friendly content and fixing technical issues to providing keyword suggestions and competitor analysis. It even offers predictive analytics, which helps you understand which strategies are working and where you might need to adjust.
HubSpot’s latest AI release, Breeze™, is especially useful. Its content agent can generate everything from blog posts to case studies in your brand’s voice, allowing you to create cohesive, high-quality content that aligns with your SEO goals. HubSpot’s AI can also help you optimise for visual and voice search—both of which are becoming increasingly important as AI-driven technologies like Google Lens and Amazon Alexa gain traction.
Addressing Declining Website Traffic
If your website traffic is declining, DON’T PANIC! There are several steps you can take to diagnose and address the issue.
- ALGORITHM: Your first step is to check if there have been any Google algorithm updates that may be affecting your rankings. Google frequently rolls out changes that can lead to temporary fluctuations in traffic, so understanding these updates is critical and it helps to have an SEO expert in your arsenal to help you do this.
- SERP: It’s also worth considering how Google’s SERP features (Search Engine Results Page) evolve. AI Overviews, rich snippets such as answer boxes, and other multimedia elements are now common, and they often appear above the first organic search result. This means you need to optimise your content not just for traditional search rankings but also for these rich SERP features.
- TECHNICAL SEO: You should also check your technical SEO. Use tools like Google Search Console to find any broken links, indexing issues, or security problems that could be affecting your performance. If your site speed is slow or your mobile experience isn’t up to scratch, you could be losing out on valuable traffic.
- OPTIMISE FOR INTENT: Lastly, make sure your content is optimised for intent. Are you using the right keywords? Has your audience’s search behaviour changed? If your content is outdated or no longer relevant, it’s time for a refresh. Focus on providing high-quality, original content that answers your users’ needs while also aligning with Google’s EEAT (Expertise, Experience, Authority, and Trustworthiness) guidelines.
Adapting Your SEO Strategy
Looking ahead, SEO is no longer just about keywords and backlinks. It’s about offering a rich, multi-modal experience that includes text, images, and videos. Google is increasingly prioritising content that satisfies diverse user needs, whether it’s through visual search, voice search, or traditional queries.
To keep up, your SEO strategy should focus on creating helpful, engaging content that is optimised for these new technologies. You’ll also need to strike a balance between using AI tools to scale content production and ensuring that the human touch—creativity, emotion, and originality—remains central to your brand’s voice.
Final Thoughts
The SEO landscape is evolving rapidly, and staying ahead means being proactive rather than reactive. AI-driven changes like zero-click searches and personalised content are here to stay, but that doesn’t mean SEO is dead—it’s just different. If you’re ready to adapt and thrive in this new environment, reach out to us at Spitfire Inbound. Our team of whole-business consultants can help you navigate these challenges and stay competitive in the digital world.
ACTIONABLE TIPS FOR BRANDS
- Optimise for Featured Snippets: Structure your content to answer common queries, increasing your chances of appearing in zero-click results.
- Focus on User Intent: Shift your content from keyword-stuffing to addressing user questions and needs more directly.
- Leverage AI Tools: Use AI-powered SEO tools to analyse trends, predict changes, and optimise content in real-time.
- Invest in Long-Tail Keywords: As zero-click searches rise, ranking for specific, longer search terms can drive more targeted traffic.
- Improve Page Speed: Faster sites rank higher. Optimise images, leverage browser caching, and minimise code bloat.
- Create Interactive Content: Develop an Inbound Content Strategy: Create valuable, targeted content that addresses your audience’s needs. Use blogs, case studies, and e-books to attract visitors, and incorporate relevant keywords to drive organic traffic. Encourage engagement with strong CTAs that lead prospects further into your funnel. Incorporate the Development of calculators, quizzes, and tools that engage users and encourage interaction with your site.
- Build Brand Authority: Consistently produce high-quality content and earn backlinks from reputable sites, building domain authority.
- Track Emerging Trends: Stay ahead by monitoring shifts in search behaviour and adapting your SEO strategy accordingly.
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