SEO Shifts

As we race through 2024 dodging GenAI curve balls, it’s clear that our old SEO KPIs are about as useful as a chocolate teapot. No surprise to anyone (particularly those who work in the digital marketing sphere), the digital landscape is evolving faster than you can say “algorithm update,” making previous metrics nearly obsolete. With the advent of GenAI, data scarcity has turned SEO into a more creative and intuitive playing field, changing how content is found and consumed.

Insights from this interesting Seer Interactive article suggest that websites are getting less traffic from Google, not more – and that marketers need to move towards tracking more nuanced performance indicators that reflect the complex user behaviours of today. So what does this mean exactly? Well it’s a call for brands to stay on top of their strategies, focusing on quality interactions over quantity, and adapt to a world where AI shapes much of the content and user experience.

This might include tracking how often your brand pops up in AI searches, and adjusting strategies to enhance visibility. There are some more specific tips in the article, but if you need help or reading this leaves you with more questions than answers, send us a message!

Search Supremacy

Step aside, traditional search ads—TikTok’s cutting in with its new Search Ads Campaign! This new feature allows advertisers to position their campaigns directly on the search results page, targeting users actively seeking specific content. 

Now, when you search on TikTok’s ‘For You’ page, relevant ads seamlessly blend into your search results, boosting engagement. This strategic placement means that ads reach viewers exactly when they’re most open to discovering new brands or products, increasing the likelihood of capturing high-intent customers.  

But that’s not all – this updated feature builds on the existing Search Ads Toggle, giving advertisers more control with advanced targeting and optimisation tools. Think keyword targeting, bidding capabilities, and creative tools to maximise your campaigns.

The numbers speak for themselves: combining search and in-feed ads boosts conversions by 20%. Plus, 18% of users convert after seeing search ads.

With Gen Z turning to Instagram and TikTok over Google for their search queries, the potential for conversions is enormous. TikTok’s search advertising entry couldn’t be timelier. By letting brands promote products during discovery, TikTok cements its spot as a top advertising destination, amidst growing competition in the media landscape.

What’s your strategy to make the most of this keyword-targeted wonder? It’s time to think beyond the feed and get into the minds (and searches) of TikTokers.

Podcast Plunge

Forget snackable content; podcasters are now serving full feasts. With some shows stretching to four hours, the current opinion in the podcasting world is: the longer, the better. But is this just a trend, or is there a real appetite for marathon sessions?

From a marketer’s perspective, this shift could mean more space for deeper dives and storytelling—provided you can keep your listeners tuned in. In our opinion, this also opens up more space for those wanting to test the water with shorter, more snappy podcasts – perhaps more frequently. It probably isn’t super surprising given the recent interest in longer-form content on platforms like TikTok, although it is a move away from the not-so-long-ago move towards shorter, easier-to-digest content such as Reels and YouTube shorts. Needless to say, it will be interesting to see if it has any effect on the way we consume these alternative forms of content. So for those already in or looking to join the podcast space, are you ready to stretch your content legs? Here’s why embracing the long form could be your smartest play yet.

Blurred Lines

We’ve always loved the “Should’ve Gone To Specsavers” tagline, which has been around in Australia for 16 years this year. But the spectacles company took trolling to new heights at airports around Australia with their latest campaign, intentionally misdirecting incoming travellers with cheeky signs welcoming them to the wrong cities – in Sydney, it was “Welcome to Melbourne”, and in Brisbane, it said: “Welcome to Darwin”. Embracing the fine art of gentle ribbing, these signs nudged fresh arrivals to question their vision—literally and figuratively. Specsavers always seem to knock it out of the park, their tagline hits the mark every time you see it, and this campaign was a risky but brilliant brand reminder. It’s also a good reminder of the power of a well-timed joke, and an effective tagline. We imagine it would have been an entertaining one to catch the actual reactions from those caught unaware – and can’t help but wonder how many airport staff had to handle instances of sheer panic!

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.