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Digital Marketing Updates: January 2024

As we move forward into 2024, the digital marketing landscape is evolving at a rapid pace. This month, we're seeing new trends emerging, updates to existing algorithms, and tech advancements that will shape the future of marketing. From shifts in consumer behavior to advancements in AI-driven marketing, let's dive into the most impactful digital marketing updates that will impact you in the coming months.

Organic SEO Changes

Google's Search Generative Experience (SGE)

Google's Search Generative Experience (SGE) is revolutionizing how we approach SEO. SGE harnesses the power of AI to understand and satisfy user intent like never before. With its highly sophisticated language model, Google is not only ranking sites based on keyword relevance but also the depth, breadth, and quality of the content provided. This paradigm shift emphasizes the need for marketers to create comprehensive, authoritative content that thoroughly addresses user queries. It's no longer about just keyword placement, but about understanding and meeting user needs in a more personalized sense.

Impact on Various Industries

The pervasive impact of Google's Search Generative Experience (SGE) is being felt across various industries including healthcare, insurance, & finance institutions.

Healthcare: SGE is refining the way patients seek information and make decisions. Accurate, timely, and relevant content is delivered to users, allowing them to make informed health decisions and find credible medical sources.
Insurance: Companies must now focus on crafting content that encompasses various customer concerns and scenarios, ensuring that users can easily find the best policies and coverage details tailored to their life situation.
Finance: Customers looking for advice on products like mortgages, loans, and investment strategies will find more intuitive and helpful information, allowing financial institutions to cater directly to the customer's financial needs and knowledge level.

Internal Linking for Accessibility

Enhancing website accessibility and user experience is a vital aspect of SEO that is often overlooked. According to a recent article by Search Engine Land, implementing best practices for internal linking can significantly improve website navigation for all users, including those with disabilities. Strategic use of anchor text, consistent navigation menus, and clear link context are among the techniques that not only assist users in finding the information they need with ease but also help search engines understand the structure and content of your website. By prioritizing accessibility in internal linking, companies can foster an inclusive environment that benefits all and may also see improvements in their overall SEO performance.

Local Search Changes

New Local GMB Ranking Factors

Google has recently updated its local search algorithm and Google My Business (GMB) profile services, marking a significant development for local SEO strategies. Businesses can now specify predefined services in their GMB profiles, enhancing their visibility in local searches relevant to their offerings. At the same time, the local search ranking algorithm has been fine-tuned, with a stronger emphasis on the operational hours of a business. This means your GMB is more likely to appear during your open hours and less likely to appear when your office is marked "closed." Some businesses may want to change their GMB hours, but Google currently recommends not making any changes to your online hours. These changes underscore the importance of real-time accuracy in GMB listings and the need for businesses to adapt swiftly for optimal local search visibility.

Google Shutting Down Business Profile Websites

In an unexpected move, Google has announced that it will be phasing out the free website builder feature available within Google Business Profile (GBP) accounts. Starting in April 2024, businesses will no longer have the ability to create new websites through GBP, and by September 2024, existing websites created with this feature will be deactivated. This decision pivots Google's strategy away from providing a basic website solution and directs businesses towards utilizing more comprehensive platforms or investing in their website development. The upcoming change reinforces the importance for businesses to establish a robust online presence independent of external platforms to better control and customize their online branding and user experience.

Stay Informed with ClickReady Marketing

As the SEO landscape continues to evolve with the advances of AI in Google's Search Generative Experience and shifts in local search dynamics, businesses are tasked with staying agile and informed. Success hinges on the ability to adapt strategies, leverage new tools, and meet the sophisticated needs of today's search algorithms and user expectations. By paying close attention to these developments and proactively adjusting practices, ClickReady Marketing can help you maintain your relevance and competitive edge in the digital marketplace.

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