How to Navigate Google’s New Algorithm and Leverage AI Tools to Benefit Your Business
In March 2024, Google’s new algorithm impacted many sites deindexed from Google Search. This change is tied to an effort to clean up spam sites and realize the goal of reducing unhelpful, irrelevant, or unoriginal content from search results. If you have been adding thin, useless, or error-filled AI-generated content, it may be time to audit your site.
At furniture.com, our mission of driving high-intent traffic to our partners’ sites positions our team at the forefront of new ways of thinking about eCommerce and how to serve the furniture retail industry at large. As we build insight and data-driven tooling to serve the industry better, we are acutely aware that driving traffic to your eCommerce site requires a strategic approach focused on user experience, content quality, and engagement, especially in the wake of new shifts to Google’s algorithm.
Optimize and Enhance User Experience
Regarding core web vitals, ensure your website is fast, mobile-friendly, and easy to navigate. Google prioritizes user-friendly sites, so investing in responsive design, intuitive navigation, and quick loading times is best to ensure a quality base experience. To enhance user experience, consider VR and AR visualization tools, AI-assisted FAQs, and CX tools like Gorgias.
Quality Content Creation
Focus on creating high-quality, unique, relevant content that resonates with your target audience. Content should include thoughtful and clear product descriptions, reviews, and obsessively consistent brand imagery on PLPs and PDPs – one of the ways furniture.com is ensuring a quality experience. Couple this attention to detail with blog posts, videos, and infographics that provide value and address users’ needs and interests. Quality, human-made content attracts visitors and encourages sharing and engagement. When leveraging AI tools for content, consider using AI for content outlines rather than letting AI write content for you.
Keyword Research, SEO Audit, and Competitor Analysis
Conduct thorough keyword research to understand what terms your target audience is searching for. Utilize Google Search Console and keyword rank-checking tools like SEMrush while analyzing competitor sites to help identify high-priority keywords. Optimize your website and content accordingly and avoid keyword stuffing. Use keywords naturally and strategically in your titles, headings, and body content to ensure quality content. To stay dynamic with your SEO strategy over time, analyze content in Google Search Console to re-optimize text, meta-data, and headings as user intents shift and search trends change.
Leverage New AI Social Media Tools
In early 2024, TikTok launched its new tool, Creative Assistant. Creative Assistant is an AI-powered creative tool that allows you to collaborate with the platform to create more effective content that speaks to your audience. You can ask Creative Assistant what’s trending in real-time, see insights about top performers, and get inspiration for content while cutting research time and scaling faster.
Hyper-Localized Marketing Efforts
Personalization lets your brand connect with users, offering content relevant to their unique interests or needs while learning more about audiences quickly. With new AI-powered tools, retailers can create and deliver targeted, locally relevant messaging at scale. Shuttlerock allows you to create and upload assets with briefs true to your brand while their global team works on creating platform-ready content native to each channel. Meanwhile, Kargo uses its AI-powered intelligence to understand what a user is looking at in real time and deliver the most relevant content for your brand.
Optimize Content for Voice Search
With the rise of voice assistants like Siri and Alexa, optimize your content for voice search queries. Focus on natural language and long-tail keywords that mimic conversational phrases used in voice search. Examples might be: “Alexa, how do I get red wine out of a white sofa?” or “Siri, what paint colors are best for a bedroom?”
It feels like the world is turning faster than ever, especially in the eCommerce space. However, there are also more resources than ever to help you keep up and help move your business forward. These areas are a good place to start when navigating Google’s new algorithm and leveraging new AI tools to benefit your business.
