Algorithm changes & Video SEO in YouTube opportunities for 2024?
The future of video search is undoubtedly going to be shaped by the integration of artificial intelligence, but specifically influenced by Google's Generative Search Experience (GSE) update. Brands and creators wanting to stay ahead of the discovery curve will need to understand how AI will influence search in 2024.
//TLDR
- Adapting to the Google's "Generative Search Experience"
- Creators adapting to CreativeAI augmentation not replacement
- Additional focus on LSI and TY specific query data
- Remember to serve content across the suite of channel tools (content, shorts, & Live)
- More emphasis on Timeline zones, chaptering and description formatting
How to prepare for "Generative Search Experience" from Google?
GenerativeAI has been a double edged sword for content creators and visual content - in understanding the fluctuating demands of the algorithms, and the ranking influence AI generation is having on this production flow.
2024 will see a few changes to how SEO's perform their duties. GSE is changing the way search results are solving queries and therefore having an impact on how agencies and content creators develop strategies for organic growth. Visual and video content will have a more meaningful and authentic slant. Search will also present the opportunity to become more interactive, conversational, and visually dynamic. The future of search isn’t all about text and words. We're moving towards more live back and forth interactions. Where realtime AR, VR, and live video have a place in . As we see the launch Apples Vision Pro, Google Lens & Snapchat Scan glasses, to make environments & surroundings searchable and displayable.
Creators using AI in videos
The power of AI will need to be used as a creative and pipeline augmentation.
When we start any new project, we focus our attention on the desire, needs, and engagement of the target audience.
Essentially we are still creating content to resonate with people. We must optimise for rankings, but create for humans.
Narrowing topic niches, with LSI query data
It has long been understood that keyword validation requires a more LSI (Latent Semantic Indexing) approach for organic content strategies. This will be further enhanced by the introduction of SGE and conversational search inputs, therefore, optimisation will need to combine quantitative optimisation with qualitative across all informational and functional video content.
Focus on building rounded content streams
YouTube is much bigger than just a video repository these days, and the algorithm defining the rankings reflect this. We'll see brands adopt more rounded content plans on all social feeds, from TikTok to YouTube - we'll need to adapt and develop content to best reflect the given platforms.
Utilise data driven narrative flows
Native YouTube content has a certain narrative format expectation. Some of the most engaging content are 20+ mins in length. This has also influenced the way content creators make their videos, as well as the way Google evaluates it. With the addition of GSE across the platform this has implications to this typical narrative flow.
In 2024 we'll see a greater understanding of this narrative arch - and how it changes across topics, niches, and audience demographics.
"How we engage with content depends on its purpose (and Google is learning this behavioural intent), How we watch a review video, is different to how we watch a 'making of' video..."
The first step is using ML Computer vision tools to roll this data into your keyword and content analytics process. How do 'viewers' want to experience your content? Defining and iterating on these "content zones" will ensure your deployment, narrative, algorithmic compliance, and creative approach is flowing down a unified and trackable path. It's important to explore the less trodden path, but by having this infrastructure in place, also for more definable iteration as your channel matures.
