During March and April, 2024 Google changed its algorithm for organic search.
Suddenly, many web pages are seeing their visitors drop by half or more.
American Writers and Artists Institute (AWAI) initiated an “Emergency” Google Challenge webinar to explain the situation and suggest remedies to counter Google’s change.
The reason Google made the change is an onslaught of content being created using artificial intelligence (A.I.). In many cases, the quality of the content created using A.I. is poor. Google is trying to direct its users to more desirable and useful, high-quality content.
The fact is the algorithm change is continuing a trend of being harder to be found using organic search via search engine optimization (SEO).
Younger users, such as Gen Z, are doing less search using Google. Instead, they are searching using social media, such as Instagram and Tik Tok.
Some users are moving away from Google to A.I.-based search, such as perplexity.ai.
According to the panel of speakers, future web sites will emphasize building trust, including zero-click content on social media.
Although marketers should continue to include SEO in their web sites and create high-value content for their users, they shouldn’t be relying on one marketing media. It’s more critical than ever to build email lists, SMS lists and snail mail lists for direct communication with customers and prospective customers. Also, take another look at direct mail.
Businesses can use newsletters, sent by email, direct mail, or both, to keep in touch with and build relationships with customers and prospective customers
Instead of single sales, marketers should be building communities of engaged customers, and conducting surveys to find out the problems faced by those communities and what those communities want. In this effort, there is an opportunity for copywriters and marketing consultants to moderate Facebook groups or other social media groups for clients.
(Note that the “click here” link for a Facebook ad or post should be in the comments section, not the main post. Facebook doesn’t like posts that direct users off their website.)
Would you like some help developing a diversified marketing system? Please contact me at mgray@profitadvisors.com to schedule an initial strategy session.