Navigating the Changing SEO Landscape: Expert Insights on Overcoming Challenges

Is organic SEO on its way out? This is the question that came up during a discussion about Google's AI-powered changes. Tom Capper, Senior Search Scientist at Moz, shared some data-driven insights at the 20th annual MozCon conference.

Capper warned attendees

“At the end of this talk, I’m going to tell you that full-funnel organic marketing is borderline impossible in 2024 for most businesses.”

Google's AI overview results, aggressive monetization, and changing search intents can create obstacles for businesses that depend on SEO.

In a special interview with Search Engine Journal, Capper discussed possible strategies for companies looking to adapt to these challenges.

Photo taken by author at MozCon, June 2024.

The Zero-Click Threat

Capper opened by chronicling the rise of search “intents” like informational, navigational, commercial, and transactional queries.

Google's latest AI Overview feature has caused quite a stir in informational searches. According to Capper, organic search results struggle to compete with the direct answers generated at the top of the page. This is evident in the data showing that informational searches have the lowest share of voice for traditional organic results, thanks to AI Overviews and other SERP features.

Photo taken by author at MozCon, June 2024.

21% of informational searches now show a Featured Snippet result, which can answer users' questions without them having to click on any link.

According to him, it's difficult to compete at the top of the funnel.

AI Overviews A “Mistake”

In the exclusive interview, Capper cautioned that Google’s rush to implement AI overviews could negatively impact the company’s brand image:

The Commercial Battleground

I believe that Google may have acted too quickly and made a mistake. This could potentially be risky for SEO because if Google faces issues, it could also impact our industry.

Capper explains that although informational content data is not looking good, commercial searches are considered a valuable opportunity. He refers to them as a "sweet spot."

On the other hand, these important mid-funnel searches have turned into a fiercely competitive and turbulent battleground.

Capper commented on the recent Google product reviews update and other changes, highlighting the impact on the commercial sector. He mentioned that the commercial section has become very unpredictable due to Google's search quality issues.

Major websites such as Amazon, Reddit, and YouTube are the main players in search results for products and services. This makes it challenging for smaller websites to compete and rank effectively.

According to Capper, it may be more feasible for smaller websites to focus on niche markets such as arts, hobbies, or real estate where there is less competition.

Publishers who only focus on easy questions were cautioned by him. He mentioned that if this has been their strategy, they have likely been facing challenges for a while. He advised that if they are not open to creating different types of content, then they should consider exploring other channels.

The Paid & Local Future?

At the bottom funnel, Capper described transactional searches as “pay-to-play unless you’re a brick-and-mortar business.”

Google's efforts to make money from product listings and test out map embeds for transactional searches are making it harder for organic results to be seen.

But Capper pointed out that focusing on local SEO could be a good way to move forward.

“If you can do well in local search, I think even in a worst-case scenario AI Overview rollout, you would still be doing well here.”

Adapting To The Changing Landscape

Despite the challenges posed by AI-powered search features, Capper believes there are still opportunities for organic marketing success.

He offers the following recommendations:

Target informational queries without a featured snippet to improve organic visibility.

Concentrate on less competitive commercial queries in areas such as arts, hobbies, and real estate.

Utilize local search optimization for transactional queries, even if your business does not have a physical store.

Incorporate keyword modifiers such as "best," "compare," "top," and "reviews" to target queries with commercial intent.

Photo taken by author at MozCon, June 2024.

Embracing Change

Capper advises SEO professionals who may feel discouraged by the AI search revolution to adapt and prioritize the creation of top-notch, authoritative content.

Capper stated in the exclusive interview:

“If you’ve got any willingness at all to write something more interesting, then I think you can still play an organic.”

Ultimately, Capper remains optimistic about the future of organic search.

In the interview, he points Google’s business model depends on sending organic traffic to other sites:

I believe Google will always continue to send traffic to other websites because that is how their business operates. When people use Google to search for information, they anticipate being directed to other sites. This is crucial because if users do not expect this, they are less likely to click on ads. If people do not click on ads, Google's revenue will suffer.

In Summary

While informational and transactional searches have become challenging to rank for organically, Capper’s research suggests there are opportunities in commercial and local spaces.

He suggests that in order to adjust, it's best to concentrate on commercial topics that have less competition. Additionally, he advises utilizing local SEO for transactional searches and going beyond just providing basic answers in content creation.

Featured Image: KieferPix/Shutterstock

Editor's P/S:

The article discusses the challenges facing organic SEO in the wake of Google's AI-powered changes. Tom Capper, Senior Search Scientist at Moz, warns that full-funnel organic marketing may become "borderline impossible" for most businesses by 2024. Google's AI Overview feature, aggressive monetization, and changing search intents are creating obstacles for businesses that depend on SEO.

Capper suggests that businesses focus on less competitive commercial queries in areas such as arts, hobbies, and real estate. He also recommends utilizing local search optimization for transactional queries, even if your business does not have a physical store. Additionally, he advises SEO professionals to adapt and prioritize the creation of top-notch, authoritative content. By following these recommendations, businesses can still find success in organic search despite the challenges posed by AI-powered search features.