BrightonSEO 2024: the key takeaways

Last week, our Head of SEO, Marc, and Head of Content, Eva, flew to England to attend the world’s largest search conference. They returned with a rucksack and a suitcase full of insights and new trends. In this blog, they share the key takeaways from brightonSEO 2024, so that you’re fully up to date with the latest developments in the world of search.

1. Google is not being replaced, but the search experience is expanding

Something we had already seen happening, but which was confirmed once again at brightonSEO, is that the way people search is expanding to other channels. Whereas we used to type our queries en masse into Google’s search bar, we are now increasingly turning to alternatives such as social media and marketplaces like Bol and Amazon.

Just think for yourself how much content you consume outside of Google. If you want to know the quality of a specific product, you might first look on YouTube for a review. If you’re looking for inspiration for a recipe, you can turn to Pinterest. And if you’re looking for holiday inspiration, you’ll probably scroll through Instagram or TikTok.

So make sure your business has a broader visibility. But bear in mind: this doesn’t mean you now have to roll out a strategy on every platform. Above all, identify who you want to reach and where your target audience is active. One tip is to use social media to see what’s trending amongst your target audience. What does your target audience need, and how can you respond to this?

2. Google SGE’s major impact on the digital landscape

One thing we couldn’t ignore at brightonSEO was the expected impact of Google Search Generative Experience (SGE) on the digital landscape. With SGE, Google is adding AI-generated answers to search results to make them more relevant and intuitive. In addition, there are more frequent links to other platforms, such as social media and marketplaces.

Current organic results are being pushed down the rankings. Furthermore, when it comes to branded search terms, a particular brand does not always appear at the top. These may also include, for example, ‘ social ’ mentions of that brand. Large companies should therefore pay close attention to their overall brand sentiment: how are people talking about them online?

Optimising other platforms and generating more organic traffic from them can be an effective hedging technique. This allows you to spread your presence across multiple channels and reduce your reliance on Google’s search results. Google SGE is expected to be launched on 14 May during the annual Google I/O event.

3. Gen Z is changing the marketing funnel

Gen Z is changing the marketing funnel. The Gen Z generation, born between 1995 and 2010, has grown up in a world where smartphones, social media and constant connectivity are the norm. They are naturally digitally minded. Social media is not only a hub for entertainment for Gen Z, but also a social meeting place, a learning platform and a source of news. The eventual conversion is driven by a mix of influences and thought patterns. Gen Z is transforming the marketing funnel into an ‘infinity loop’ centred on experience, exploration, community and loyalty.

In short, it is no longer enough simply to be visible within the traditional marketing funnel. Companies must be prepared to invest in long-term relationships, dynamic communication and community building in order to win and retain the attention of Gen Z.

4. Put people first

AI enables us to carry out our work more efficiently, but the most important factor is, and always will be, the human element. Technology can automate many tasks, but empathy, creativity and social interaction are irreplaceable. Speak the language of your target audience. Grab their attention with inspiring content, make your target audience feel positive, and stay engaged and in touch. That’s how you make a real impact.

Need help with your online marketing campaigns?

In short, there’s plenty going on to get started with. And if, after reading this blog, you’re thinking: ‘I could do with some help with this’, please feel free to get in touch. We’d be delighted to help!