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Who Is This Guy?
● VP, Services & Thought
Leadership @ Conductor
● 20 Year SEO Veteran
● Bitmoji Enthusiast
● Jaded Jets Fan
Hi, I’m Pat.
Core Updates 4
Review Updates 3
Helpful Content
Update
1
Spam Updates 1
My Predictions For 2024
SGE is going to
launch and wreak
havoc on rankings &
CTR
You will need to
establish entities within
your organization
Specificity will become
increasingly important.
We will all talk more
about “real estate” vs.
“rankings”
Let’s talk about SGE.
Generative
SGE (Search Generative Experience) is an
early step in transforming the Search
experience with generative AI.
What Is SGE?
Boo!
I’m A.I.!
Ahh! A.I.!
Ahh! An SEO!
EVERYONE
NEEDS TO
CALM DOWN
I got a rock. Cool, what’d
you search for?
Generative
Things Are Going To Change.
As they always
have.
CHANGE
Everyone
Authorship Will Continue
To Increase In Importance
E-E-A-T has become the Googs
mantra and it is permeating into
everything they do.
Helping them understand who is
writing a piece of content and why
they are an authority has become a
necessity vs. a nice to have.
Think About Real Estate,
Not Rankings
Thinking about the SERP as a whole
and how much real estate you take
up vs. where your .com ranks is a
necessary to stay ahead.
● Paid
● Organic
● Social
● Knowledge Graph
● Rich Snippets
● SGE
Specificity Will Be Key
Moving Forward
Google is looking for the best
possible answer to users queries,
which may be in a comment on a
forum, a snippet from an article, or
a post on a site like Quora or
Reddit.
This Is The Next Evolution Of SEO
Understanding Search Intent
Objective: Capture, monitor and convert search intent holistically.
● Provide recommendations,
opportunities and gap identification
based on semantic analysis of topics
and topic clusters
NEAR TERM LONGER TERM
● Surface performance insights for
groupings of keywords (semantically
related keywords and topics)
Hyper-Personalization in Results
Objective: Audiences expect hyper-personalized experience and search engines may deliver.
● Ingest 3rd Party Data to surface which users are in the “unauthenticated web” (cookieless)
● Identify the impact of “conversational style search” where users give provide personal inputs
● Capture and surface this information in reporting and recommendations
LONGER TERM
Let’s talk about
specificity.
Google Is Getting Very
Specific
Passages Are
Highlighted
Create Content With High Level Of Specificity & Expertise
Let’s talk about
authorship.
Author
Help Google Understand Who Your Authors Are
Link To LinkedIn Profile
Link To / From Wikipedia
Link To Other Articles &
Publications
Who Is This Person?
Why Are They An Expert
In This Industry?
Why Are They An Expert
On This Topic?
Questions Google Is
Trying To Answer
The Person / Expert
How You Can Help
Answer Those Questions
Create An Author Page
Author Schema
Link To LinkedIn Profile
Breadcrumb Establishing
Position At Company
Name & Title Clearly Stated
Additional Articles From
The Author
Decent Headshot
(right? right?)
Let’s talk about real
estate vs. rankings.
Paid Ads
SGE
Rich Snippets
Organic Listings
People Also Ask
SGE
Paid Ads
Rich Snippets
Organic Listings
People Also Ask
Citation Links
Appropriated Content
Top Links
Video w/ Timestamp
Do You Engage With
Customers Outside Of Your
.com?
If So, Where? If Not, Where
Should You?
Who Are The “Experts” In Your
Organization?
Do They Do More Than Write
Articles On Your Site?
How Much Of “Your”
SERPs Do You Own?
Some Questions To Ponder About Your Digital Presence
Social /
Publications
Do You Have / Create
Video Assets?
Where Are They Hosted?
Knowledge Graph
/ Rich Results
Social / PAA /
Publications
Video
How Is A.I. Influencing
Our Roadmap?
AI in Writing Assistant
What We’re Working on Next
1 Internal Linking Suggestions
Help readers and search engines contextualize your
content, with suggested internal linking opportunities
to and from any page (Solution Discovery).
Auto-Generated Content Outlines
Access auto-generated content outlines for any topic
you’re interested in writing about and avoid the most
challenging part of every content project - getting
started (Solution Discovery).
Targeted Suggestions for Your Copy
Highlight a section of your content for AI suggestions
and tools, e.g. re-format a paragraph to target
Featured Snippet (Problem Discovery).
2
3
Problem & Solution Discovery
Personalized Recommendations
Automatic Keyword
Configuration
1
Leverage platform intelligence that automatically
suggests keywords to focus on and configures
keyword categories for new users.
Identify Valuable Opportunities
Find the keywords that matter most to your
business, or your competitors, through
AI-driven tracking recommendations.
Streamline Keyword Grouping
Get every team member driving results
sooner, and avoid the time-consuming process
of manually creating and managing groups,
with AI-powered keyword grouping.
2
Solution Discovery
Self Service Objective
AI-Enhanced Website Monitoring
Powering new technical monitoring and auditing
capabilities designed to help you diagnose issues and
take action by integrating AI.
Problem Discovery
1 Build a Richer Understanding of Your Site
Access platform-generated segments that drive
impactful performance analysis. Plus, receive custom
extraction suggestions and body element auditing.
Enter the New Era of Alerting
Understand what’s time-sensitive for your site so
you know when to take immediate action. Receive
alerts prioritized by urgency with calculations of
both actual and prevented damage ($$$).
2
Website Monitoring
Ask Your Data
1
Explore your SEO data with AI-powered
guidance. Ask business or performance-related
questions and get relevant answers fast.
Speed Up Your Workflows
Whether you’re a new team member or expert
user, quickly find the answer to any question
about your site’s data through an accessible
interface.
Generate High-Quality Insights
Ask specific questions, scoped to your exact
reporting parameters, and generate valuable
insights that equip your team to drive more
impactful decision-making.
2
Solution Discovery
Keyword Unification
Specificity Will Be Key
Moving Forward
Authorship Will Continue
To Increase In Importance
Calm Down, SEO Still
Isn’t Dead
4 Takeaways From Today’s Discussion
Think About Real Estate,
Not Rankings
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024
2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024

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2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024

  • 1.
  • 2. Who Is This Guy? ● VP, Services & Thought Leadership @ Conductor ● 20 Year SEO Veteran ● Bitmoji Enthusiast ● Jaded Jets Fan Hi, I’m Pat.
  • 3.
  • 4. Core Updates 4 Review Updates 3 Helpful Content Update 1 Spam Updates 1
  • 5.
  • 6. My Predictions For 2024 SGE is going to launch and wreak havoc on rankings & CTR You will need to establish entities within your organization Specificity will become increasingly important. We will all talk more about “real estate” vs. “rankings”
  • 8. Generative SGE (Search Generative Experience) is an early step in transforming the Search experience with generative AI. What Is SGE?
  • 9.
  • 13. I got a rock. Cool, what’d you search for?
  • 14. Generative Things Are Going To Change. As they always have.
  • 16. Authorship Will Continue To Increase In Importance E-E-A-T has become the Googs mantra and it is permeating into everything they do. Helping them understand who is writing a piece of content and why they are an authority has become a necessity vs. a nice to have. Think About Real Estate, Not Rankings Thinking about the SERP as a whole and how much real estate you take up vs. where your .com ranks is a necessary to stay ahead. ● Paid ● Organic ● Social ● Knowledge Graph ● Rich Snippets ● SGE Specificity Will Be Key Moving Forward Google is looking for the best possible answer to users queries, which may be in a comment on a forum, a snippet from an article, or a post on a site like Quora or Reddit. This Is The Next Evolution Of SEO
  • 17. Understanding Search Intent Objective: Capture, monitor and convert search intent holistically. ● Provide recommendations, opportunities and gap identification based on semantic analysis of topics and topic clusters NEAR TERM LONGER TERM ● Surface performance insights for groupings of keywords (semantically related keywords and topics)
  • 18. Hyper-Personalization in Results Objective: Audiences expect hyper-personalized experience and search engines may deliver. ● Ingest 3rd Party Data to surface which users are in the “unauthenticated web” (cookieless) ● Identify the impact of “conversational style search” where users give provide personal inputs ● Capture and surface this information in reporting and recommendations LONGER TERM
  • 20. Google Is Getting Very Specific
  • 22. Create Content With High Level Of Specificity & Expertise
  • 24. Author Help Google Understand Who Your Authors Are Link To LinkedIn Profile Link To / From Wikipedia Link To Other Articles & Publications Who Is This Person? Why Are They An Expert In This Industry? Why Are They An Expert On This Topic? Questions Google Is Trying To Answer The Person / Expert How You Can Help Answer Those Questions Create An Author Page Author Schema
  • 25. Link To LinkedIn Profile Breadcrumb Establishing Position At Company Name & Title Clearly Stated Additional Articles From The Author Decent Headshot (right? right?)
  • 26. Let’s talk about real estate vs. rankings.
  • 27. Paid Ads SGE Rich Snippets Organic Listings People Also Ask
  • 28. SGE Paid Ads Rich Snippets Organic Listings People Also Ask
  • 29. Citation Links Appropriated Content Top Links Video w/ Timestamp
  • 30. Do You Engage With Customers Outside Of Your .com? If So, Where? If Not, Where Should You? Who Are The “Experts” In Your Organization? Do They Do More Than Write Articles On Your Site? How Much Of “Your” SERPs Do You Own? Some Questions To Ponder About Your Digital Presence Social / Publications Do You Have / Create Video Assets? Where Are They Hosted? Knowledge Graph / Rich Results Social / PAA / Publications Video
  • 31. How Is A.I. Influencing Our Roadmap?
  • 32. AI in Writing Assistant What We’re Working on Next 1 Internal Linking Suggestions Help readers and search engines contextualize your content, with suggested internal linking opportunities to and from any page (Solution Discovery). Auto-Generated Content Outlines Access auto-generated content outlines for any topic you’re interested in writing about and avoid the most challenging part of every content project - getting started (Solution Discovery). Targeted Suggestions for Your Copy Highlight a section of your content for AI suggestions and tools, e.g. re-format a paragraph to target Featured Snippet (Problem Discovery). 2 3 Problem & Solution Discovery Personalized Recommendations
  • 33. Automatic Keyword Configuration 1 Leverage platform intelligence that automatically suggests keywords to focus on and configures keyword categories for new users. Identify Valuable Opportunities Find the keywords that matter most to your business, or your competitors, through AI-driven tracking recommendations. Streamline Keyword Grouping Get every team member driving results sooner, and avoid the time-consuming process of manually creating and managing groups, with AI-powered keyword grouping. 2 Solution Discovery Self Service Objective
  • 34. AI-Enhanced Website Monitoring Powering new technical monitoring and auditing capabilities designed to help you diagnose issues and take action by integrating AI. Problem Discovery 1 Build a Richer Understanding of Your Site Access platform-generated segments that drive impactful performance analysis. Plus, receive custom extraction suggestions and body element auditing. Enter the New Era of Alerting Understand what’s time-sensitive for your site so you know when to take immediate action. Receive alerts prioritized by urgency with calculations of both actual and prevented damage ($$$). 2 Website Monitoring
  • 35. Ask Your Data 1 Explore your SEO data with AI-powered guidance. Ask business or performance-related questions and get relevant answers fast. Speed Up Your Workflows Whether you’re a new team member or expert user, quickly find the answer to any question about your site’s data through an accessible interface. Generate High-Quality Insights Ask specific questions, scoped to your exact reporting parameters, and generate valuable insights that equip your team to drive more impactful decision-making. 2 Solution Discovery Keyword Unification
  • 36. Specificity Will Be Key Moving Forward Authorship Will Continue To Increase In Importance Calm Down, SEO Still Isn’t Dead 4 Takeaways From Today’s Discussion Think About Real Estate, Not Rankings