As we approach 2024, the landscape of SEO and attribution is rapidly evolving. Google’s algorithm updates and changes in consumer behavior have a significant impact on how ecommerce shops approach their marketing strategies. In this article, we will explore the latest developments and what they mean for SEO and attribution in the coming years.
1. The rise of voice search
Voice search is becoming increasingly popular, with more and more consumers using devices such as Amazon Echo and Google Home to search for products and services. This trend has significant implications for SEO, as it requires a shift in keyword targeting and content optimization strategies. Ecommerce shops will need to optimize their websites for natural language queries and long-tail keywords to ensure visibility in voice search results.
2. Google forgot how people use organic search
Google’s algorithm updates have been focusing on providing more personalized search results, often at the expense of organic listings. This shift has led to a decrease in organic click-through rates, as users are presented with more paid and featured snippets at the top of the search results page. Ecommerce shops will need to adapt their SEO strategies to compete in this new landscape, focusing on optimizing for featured snippets and other rich search results.
3. Google itself tells us not to use session-specific IDs nor ‘irrelevant parameters in the URL, such as referral parameters’
Google has been urging webmasters to avoid using session-specific IDs and irrelevant parameters in URLs, as they can negatively impact the indexing and ranking of web pages. Ecommerce shops will need to ensure that their URLs are clean and optimized for search engines, avoiding unnecessary parameters that can dilute the visibility of their products and content.
4. This change defeats the purpose of the rel=canonical tag
Google’s changes in how it handles rel=canonical tags have raised concerns among SEO professionals. The rel=canonical tag is used to indicate the preferred version of a web page when there are multiple versions with similar content. However, Google’s evolving algorithm may not always honor this tag, leading to potential issues with duplicate content and ranking visibility. Ecommerce shops will need to closely monitor the impact of these changes on their SEO efforts and make adjustments as necessary.
5. You can turn auto-tagging off – or can you?
Google’s auto-tagging feature in Google Analytics has been a valuable tool for tracking the source of website traffic and attributing conversions. However, recent changes in Google’s approach to privacy and data collection have raised questions about the future of auto-tagging. Ecommerce shops will need to explore alternative methods for tracking and attributing conversions, such as UTM parameters and server-side tracking, to ensure accurate data collection and analysis.
6. This breaks the long-time Google ‘rule’ that organic listings are sacrosanct
With the increasing prominence of paid and featured snippets in search results, the traditional notion of organic listings being sacrosanct is being challenged. Ecommerce shops will need to reevaluate their SEO strategies and prioritize visibility in paid search results, while also maintaining a strong organic presence. Balancing paid and organic search efforts will be crucial for maintaining a competitive edge in the evolving search landscape.
Analysis
As we look ahead to 2024, ecommerce shops will need to adapt to the changing SEO and attribution landscape to remain competitive. Embracing voice search optimization, clean URL structures, and alternative tracking methods will be essential for navigating the evolving search ecosystem. By staying informed and agile in their approach to SEO and attribution, ecommerce shops can position themselves for success in the years to come.
What to do next?
With the rapid changes in SEO and attribution, ecommerce shops should prioritize staying informed and proactive in their approach to digital marketing. Regularly monitoring industry updates, experimenting with new strategies, and staying ahead of emerging trends will be key to maintaining a competitive edge. By taking a proactive approach to SEO and attribution, ecommerce shops can position themselves for success in 2024 and beyond.