Download the full report

2024 will be the most seismic shift in search since the mid-2000s. Search results will offer a new level of personalization, powered by AI technology, that will forever change searcher behavior.

  1. Search result answers and assets will be more integrated and synthesized. Marketers must think holistically about all the digital assets and information that can be returned in integrated and personal search results, not just the website.
  2. Search results will be more predictive and personal. Consider touch points across the full end-to-end search journey to ensure that a brand’s ecosystem is poised for rapid acceleration of the data points Google pulls into search results.
  3. Artificial intelligence will be a powerful acceleration tool. AI will initially fuel a search space inundated with low-quality noise to compete with. Align brand strategy, goals and concerns to use AI effectively.

Let's dive in deeper!

Top Three Search Predictions for 2024

SEO 1 16x9

Search results will be more integrated and synthesized

Search engine marketing will be more complex. Answers are no longer pulled only from website content, but sources across the web. This can include the brand’s owned assets like social, video, local content, press, user-generated content, and anything found online.

Paid and organic search results will become more integrated. Search features of all kinds will be more blended for a seamless searcher experience.

How marketers should respond:

Think holistically about all the digital assets and information that can be returned in integrated and personal search results, not just the website. Optimize the full digital portfolio for search, from websites and Google My Business profiles to social profiles and video channels.

SEO 2 16x9

Search results will be more reactive and predictive

Natural language processing will be at play as search engines learn what users respond to and leverage browser history to serve more visual and engaging AI-generated results.

Commerce 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 multiple channels where sites can achieve scale in communicating their site assets to Google effectively.

How marketers should respond:

Consider touch points across the full search journey to ensure that a brand’s ecosystem is poised for rapid acceleration of the data points Google pulls into search results. Commerce brands should take inventory of how visible their products are to search engines. Brands with a strong local search presence should ensure Google My Business location profiles are optimized at scale for informational queries that could be brought into both search results and Google Maps.

SEO 3 16x9

Artificial Intelligence will accelerate change (and noise)

Initially, the web will be flooded with low-quality content, but the engines will adapt their algorithms accordingly. 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 will continue to expect and demand that all information attached to your brand is 100% accurate.

How marketers should respond:

Embrace AI technologies responsibly to speed up manual tasks like organizing, synthesizing and analyzing data to arrive at insights faster. Align brand strategy, goals and concerns to use AI effectively. Create and refine detailed prompts and check outputs for inaccuracies. For example, our VML search teams have explored how to leverage AI technologies to draft city-based tourism content, generate content for PDPs, and accelerate keyword research and organization.

How to fold these developments into your 2024 strategy:


Download the VML Discoverability Trends report to get your teams up to speed on all things search in 2024.

Please provide your contact information to continue.

Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it.

Related Content

Conversations in Commerce LA
Insight

Conversations in Commerce LA: Customer Retention Fireside Chat with Shopify

Take a deep dive into the complexities of customer retention in a fireside chat with Diff, VML’s Shopify Center of Excellence.
Read Article
Apps Roku INSIGHT Hero
Insight

Best Practices for Roku

Guiding principles to launch a successful Roku app
Read Article