As Google continues to release more updates, confirmed and unconfirmed, a broader range of business stakeholders are becoming more aware not only of the changes made by Google, but also of how evolving technologies are impacting consumerism as a whole.
Gartner publishes an annual study of CEOs and CFOs, and a key takeaway for 2024 is that AI is very much on the radar:
While many areas of technology are of interest, CEOs and CFOs agree that AI will most significantly affect their business over the next three years.
The current global economic climate is also putting pressure on budgets and how much is invested into each channel.
SEO as a marketing function has obvious performance metrics it can and will be judged by – but buy-in and understanding from business stakeholders can also determine the “success” of a campaign.
Many of us have been steering successful SEO campaigns for businesses only to face challenges, as they don’t understand specific components or the overarching strategy of the campaign.
When we’re communicating Google changes –whether they be algorithmic or upcoming products such as Search Generative Experience (SGE) – stakeholders need to understand the meaningful impact on them and the business, as well as the high-level commentary of what is changing.
Understanding Impact
Whenever we try to understand and estimate the potential impact of new technologies or changes in the marketplace, we have to start with a number of baseline assumptions.
The three assumptions we can make (and can model data against) are, at a high level: