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Are artificial intelligence, social search, and voice assistants changing the landscape of search engine marketing? We asked leading search marketers from The Drum Network.
The nuts and bolts of the search landscape have been bedded in for decades: an established set of practices, clustered around one giant. But recent Bing AI integrations have certainly shaken something up. Meanwhile, more audiences are satisfying their ‘search intent’ elsewhere (on TikTok, or even Pinterest); voice search hasn’t yet proven to be the big shaker-upper some hoped it would be; and Google ad controversies pop up with regularity.
We asked members of The Drum Network: in 2024 and beyond, how will the search landscape continue to shift?
Deyna Lavery, senior media director, RocketMill
With short-form video the battleground right now, the threat to Google from platforms like TikTok is a symptom of the internet becoming a set of walled gardens with their own offerings (compared to the number of disparate and unconnected websites that benefited from a central index in the early 2000s).
How does Google’s vision of “organizing the world’s information” fit when it comes to platforms of already-organized user-generated content, operated by companies who see Google as a direct competitor?
Looking mid-term, chatbots (Microsoft with ChatGPT and Google with Bard) will be the next big step. We may start to see a split between users happy to be served an answer by AI, and those who want to see ranked content from numerous sources. Whether that’ll become a fundamental shift (think desktop to mobile-first) or a flash in the pan (like voice search), is yet to be seen.
Keri Boerner, search engine marketing director, PMG
The lines between ‘search’ and ‘not search’ will continue to blur, forcing a new definition of the industry and landscape. What we consider search will broaden to encompass more core components of the entire digital landscape, with sites and providers leveraging…
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