《VML:2024年可发现性研究报告-三大搜索远景预测(英文版)(18页).pdf》由会员分享,可在线阅读,更多相关《VML:2024年可发现性研究报告-三大搜索远景预测(英文版)(18页).pdf(18页珍藏版)》请在三个皮匠报告上搜索。
1、Discoverability in 2024:3 Predictions for the Future of Search1Paid and organic search results will become increasingly integrated.2024 will be the most seismic shift in search since the mid-2000s.Anticipating needs with predictive search will get more sophisticated.2AI tools will enable acceleratio
2、n in the industry and make it more competitive.3Paid and organic search results will become more integrated.Search features of all kinds will be more blended for a seamless searcher experience.Trend#1:From Fragmented to Integrated Search2 0 2 4S E A R C H P R E D I C T I O N SGenerative AI will synt
3、hesize answers and features to defragment the search experience.Paid and organic search results will become more integrated.Search features of all kinds will be more blended for a seamless searcher experience.Conversational search will provide compounding answers,not just links.Why does this trend m
4、atter?Googles new Search Generative Experience will offer more complete answers.Engines will synthesize content from websites,social media,commerce,and other digital spaces to generate fully crafted responses to peoples questions all without requiring a click to a website.Users will“search forward”i
5、n conversational streams instead of searching,backtracking and searching again to complete complex tasks.This lightens the cognitive load for the searcher as the conversational search tool keeps building on previous answers.Google is testing alternating organic and paid listings on the search engine
6、 results page instead of keeping them in distinct sections.More ad formats are expected,including a hybrid of search and display ads.Heather Physioc Chief Discoverability Officer“Were entering an era of complex,conversational queries.Searchers will expect engines to parse through this and understand
7、 these nuanced,ambiguous and multi-step requests.”What impact will it have on brands?Answers are no longer pulled only from website content,but sources across the web.This can include the brands owned assets like social,video,and local content,but it can also draw from press,user-generated content,a
8、nd anything found online.The connections between digital assets and channels will become more essential.Channels will be less effective in silos and more effective with a coordinated effort.Website rankings and traffic will still be important,but wont be the only measure of search success.Visibility
9、 and discoverability will be measured across different search platforms and features.Attribution will become more complex as search results become more blended and the lines between digital channels continue to blur.How should marketers respond?Think holistically about all the digital assets and inf
10、ormation that can be returned in integrated and personal search results,not just the website.Optimize the full digital portfolio for search,from the website to social profiles to video channels,rather than focusing only on individual landing pages.Expect more emphasis on audience signals.Googles Per
11、formance Max is an indicator of whats next,moving beyond keywords alone and expanding ad formats.Optimizing and connecting digital assets will be essential to maximize visibility.2 0 2 4S E A R C H P R E D I C T I O N SSearch engines like Google have always aimed to anticipate and answer searcher ne
12、eds.Now developments in AI are making it more personal and predictive than ever.Trend#2:From Reactive to Predictive ResultsSearch results will become more personalized,and more predictive.Search engines like Google and Bing aim to anticipate and answer searcher needs before they even think to ask th
13、e question.Now developments in AI are making search more personal and predictive.Why does this trend matter?Search engines will get smarter about predicting the needs of searchers before they ever type in the search bar,based on data points it has about users and their past search behaviors.Natural
14、language processing will be at play as search engines learn what users respond to and leverage browser history to serve visual AI-generated results that are more likely to see engagement.Googles Discover will use every piece of information it can get about a user to deliver personalized results and
15、anticipate searcher needs.It will anticipate and integrate data points key to a users life like travel plans,weather,and calendar engagements all seamlessly threaded with content.ALYSSA MURFEY Organic Search Leader“The content and information that predictive search provides will be so useful and per
16、sonal that we will likely see greater adoption of users seeing beyond the creepiness,and embracing the benefits that come with personalized AI experiences.”What impact will it have on brands?Google products will lead searchers to discovery as is demonstrated in Google Maps new AI features,which allo
17、w users to search via pictures and discover new places aligned to their interests.Ecommerce could see a large lift in product inventory search as Google integrates more commerce features into search results.This could improve user experience,quicken conversions and increase user loyalty across multi
18、ple channels where sites are able to achieve scale in communicating their site assets to Google effectively.Neglecting to optimize digital assets beyond the website will put brands at a discoverability disadvantage.The more optimized and connected the portfolio,the more easily the brand can be retur
19、ned in relevant search experiences of all kinds.How should marketers respond?Embrace AI technologies responsibly to speed up manual tasks like organizing,synthesizing and analyzing data to arrive at insights faster.Experiment safely with proprietary data and new AI technologies.Consider touch points
20、 across the full end-to-end search journey to ensure that a brands ecosystem is poised for rapid acceleration of the data points Google pulls into search results.Incorporate vector and semantic search into your strategy to ensure that Google can understand the various content and media of a site to
21、dynamically serve results.Reaching people in searcher mindset moments will be essential to anticipating and answering.Artificial intelligence tools and capabilities will automate many manual search tasks a powerful tool for brands and competitors.Initially,it will create a flood of low-quality noise
22、 to break through.Trend#3:AI Will Enable Acceleration in Search2 0 2 4S E A R C H P R E D I C T I O N SAI tools and capabilities will accelerate search work that has been manual for decades.Sources:ForbesArtificial intelligence tools and capabilities will automate many manual search tasks,becoming a
23、 powerful tool for brandsand their competitors.Initially,the web will be flooded with low-quality content,but the engines will adapt their algorithms accordingly.Why does this trend matter?AI-powered tools can automate many tasks,freeing up marketers time to focus on higher-level strategy and innova
24、tion.AI-powered algorithms and generative content platforms analyze vast amounts of information,identifying patterns and trends to influence more effective marketing strategies.Competitors have access to these tools too and they will be using them to pick up speed.What will set you apart is how you
25、leverage these tools.Time saved by automating keyword analysis or generating drafts can be used to explore other tools that can help scale your business,including translation and gathering review intelligence.Because so much content will sound the same,it will initially be more difficult to compete
26、because of the volume,and yet easier to compete if you actually put in the work.As searchers see more AI-generated content they will more easily identify language patterns.Search engines will continue to evolve and identify these patterns,as well.KARLY CAYLOR Performance Content Leader“Were already
27、applying and refining AI tools and technologies to develop high-quality,relevant and accurate content at scale.But it begins and ends with real human expertise and authority.”Scale and misuse of AI will lead to greater competition and more crowded search results.What impact will it have on brands?Se
28、arch engines will see a flood of low-quality content and search tactics initially as people take advantage of the new technologies.Expect engines to push updates more frequently as they adapt their algorithms to prevent this misuse.As AI evolves to receive and understand real-time data,searchers wil
29、l continue to expect and demand that all information attached to your brand is 100%accurate.How should marketers respond?As this technology evolves,so must we;testing,learning and pivoting when necessary.Align brand strategy,goals,and concerns to use AI effectively;create detailed prompts,and scan o
30、utputs for inaccuracies.Dont fall for poor scale tactics that will be a waste of your time and can even do more harm than good when you get penalized like creating content designed to steal traffic from competitors.Follow the users,always.The algorithm learns from and adapts based on user behavior.I
31、f you follow the algorithm,youll always be a step behind.Be familiar with what AI platforms are using algorithms that understand real-time or the most up-to-date data.Discover what your brand should care about next year in commerce,health,B2B,travel&tourism,and automotive.2024 Vertical Trends in Dis
32、coverability2 0 2 4S E A R C H P R E D I C T I O N S3 Discoverability Trends Commerce Brands Need To Know in 2024INDUSTRY TAKES Retailers are investing in generative AI tools to transform product discoverability into an easy,fluid conversation.IMPACT:With time,shoppers will learn how to communicate
33、with these conversational search bots and will move away from keyword-driven product searches.U.S.retailers are making shoppertainment and social commerce relevant for Western audiences by embracing live sports,cultural zeitgeist,and nostalgia.IMPACT:Despite economic headwinds and inflation,episodic
34、 shoppable content and social commerce converts.Retailers that make shopping entertaining and easy will win shopper dollars.Personalization becomes more sophisticated and pervasive as retailers continue to invest in data and technology to drive relevancy with customers.IMPACT:Shopper perceptions aro
35、und personalization will evolve from“creepy”to“convenient”as they experience the benefits and gratification of discovering products or services that are relevant to their interests.COMMERCE SEARCH BECOMES A CONVERSATIONAL EXPERIENCERETAILERS SPARK JOY WITH SOCIAL&SHOPPERTAINMENTSHOPPING EXPERIENCES
36、GET(EVEN MORE)PERSONALIZED3 Discoverability Trends Health Brands Need To Know in 2024INDUSTRY TAKES Google is continuing to grant more search engine real estate and visual search features to authoritative,trustworthy sites.IMPACT:Healthcare sites must show Google their authority with optimized conte
37、nt,quality backlinks and strong domain signals to gain the best real estate in search results.Google has a higher level of scrutiny for sites with content that could affect your money or your life(YMYL).IMPACT:Healthcare sites are among those that Google evaluates with greater care.Search engines wi
38、ll prioritize expertise,authoritativeness,well-cited content and credible authorship.As players like Amazon delve deeper into OTC,prescription,and medical services,patient/customer journeys will be even more digitally driven and integrated with ecommerce retailers.IMPACT:Both OTC and prescription br
39、ands will need to understand customer expectations and optimize content and experiences across sites beyond their own.ENGINES PUT MORE EMPHASIS ON TRUST&AUTHORITY SIGNALSYMYL AND E-E-A-T REMAIN PARAMOUNT FOR TRUSTLINES OF DIGITAL HEALTHCARE WILL CONTINUE TO BLUR3 Discoverability Trends B2B Brands Ne
40、ed To Know in 2024INDUSTRY TAKES Googles generative search experience will increase appearance of SERP features like ads,maps,featured snippets,People Also Ask,etc.IMPACT:Users will see the content directly on the SERP without clicking to websites.This should incentivize marketers to tailor discover
41、ability strategies to target all relevant placements on the SERP.B2B buyers are shifting generationally and younger buyers are seeking digital and self-service experiences,becoming more frustrated with sales calls.IMPACT:Brands and marketers should create relevant,targeted content across the journey
42、 and improve self-service digital tools for more complicated purchases,rather than sales stepping in.The purchase journey for B2B audiences is complex.Marketers must create and connect content experiences for each step in the user journey.IMPACT:Brands should invest in content that addresses each st
43、ep of the journey and answers questions throughout each step,and connect content through the funnel so customers can move through the funnel quickly.GOOGLE-OWNED FEATURES COMMAND MORE REAL ESTATEMORE B2B BUYERS ARE COMING ONLINE&EXPECT SELF-SERVICEB2B BRANDS MUST CREATE END-TO-END CONTENT EXPERIENCE
44、S3 Discoverability Trends Travel&Tourism Brands Need To Know in 2024INDUSTRY TAKES Mobile travel bookings and mobile traffic to traveler sites and apps are up,while Google continues to prioritize mobile performance on sites.IMPACT:To stay competitive in search,tourism sites must double down on optim
45、ized mobile experiences across sites and apps,including paid ad destinations.Chatbot and AI-driven activations are becoming more prevalent and expected in tourism experiences.IMPACT:More AI-powered experiences present greater need for understanding and optimizing the outputs these tools provide to c
46、reate experiences travelers will enjoyable engage with among a myriad of site options.Googles Search Generative Experience will create even more integrated search results,pulling in different content and media from any site that AI points it to.IMPACT:Technical foundation is more important than ever
47、 for tourism site content to be scraped and displayed in search results.FROM MOBILE-FRIENDLY TO MOBILE-FIRSTBOOKING&MANAGING TRAVEL WITH AI&CHATBOTSGENERATIVE SEARCH RESULTS SYNTHESIZE FOR TRAVELERS3 Discoverability Trends Automotive Brands Need To Know in 2024INDUSTRY TAKES U.S.auto shoppers seek t
48、o combine savings with sustainability to ensure lifestyle practicality.IMPACT:Potential buyers will reconsider brands as they match budgets to EV lifestyles.Brands that successfully provide assuring content about EV charging costs,tax credits and public charging transparency could generate quality l
49、eads as 150 electric models will be available by the end of 2025.Retail media networks(RMNs)arrive in the auto industry,and car shopping moves online.IMPACT:C and Amazon will disrupt organic search journeys as shoppers explore alternative routes for acquiring a car.Brands will gain access to first-p
50、arty data and content opportunities previously unafforded to automotive advertisers.Internet of Things(IoT)expansion and expanding cloud and 5G technologies drive functional and entertainment features for drivers and passengers.IMPACT:More first-party data via mobile app downloads and shared login a
51、ccounts will create a new frontier for local search and paid advertising and messaging while traveling.GROWING SEARCH DEMAND FOR AUXILIARY EV PRICINGAMAZON&CARS.COM LAUNCH AUTO RETAIL MEDIA NETWORKSVEHICLES CONNECT MORE WITH DRIVERS&DEVICESContact VML to learn more.Heather Physioc Discoverability Valerie Schlosser Paid Search Sheri Hart Performance Content Joe Mulvihill Organic Search