In July 2024, several significant updates reshaped the digital marketing landscape, offering both opportunities and challenges for marketers. One of the most noticeable changes was Google’s decision to discontinue continuous scroll for both desktop and mobile searches. This feature, originally implemented to streamline user experience, is being rolled back, marking a return to the traditional paginated search results. This shift is expected to influence how users interact with search engine results pages (SERPs) and could alter click-through rates for businesses, especially those ranking beyond the first page.
In addition to this, Google scaled back the frequency of its AI-generated Search Overviews. AI has been a central part of Google’s search strategy in recent years, with tools designed to enhance search experiences by offering more dynamic and contextual results. However, this latest adjustment signals Google’s efforts to ensure that automation complements, rather than overtakes, user-centricity. This change may also influence how marketers approach content creation and optimisation, as it underscores the need for quality content to remain at the forefront of SEO efforts.
Another noteworthy update comes from a study reaffirming the critical role backlinks play in search engine optimisation. Despite the evolution of SEO practices and the growing influence of AI, backlinks remain one of the strongest indicators of authority and relevance. The study emphasises that websites with high-quality, authoritative backlinks continue to achieve higher rankings, reinforcing the importance for marketers to invest in ethical and strategic link-building efforts. This finding is a reminder that while algorithm changes may come and go, fundamental SEO principles still carry significant weight.
On the advertising front, Google Ads made strides in improving attribution modelling. Attribution is vital for marketers to understand the customer journey and accurately measure the effectiveness of their campaigns. With the new enhancements, advertisers can expect more refined data reflecting multi-channel interactions. This update allows for a clearer understanding of how different touchpoints contribute to conversions, enabling marketers to optimise their ad strategies more effectively and allocate budgets more precisely.
The Return of Paginated Search Results: How Google’s July Update Will Affect Click-Through Rates
LinkedIn, the professional networking giant, introduced in-stream video ad placements. This new format enables brands to place ads directly within the user’s content feed, offering a more engaging and seamless way to reach professionals. Video content continues to grow in popularity, and LinkedIn’s move to integrate in-stream ads shows the platform’s response to the demand for richer, more interactive advertising formats. For marketers targeting B2B audiences, this presents a powerful opportunity to create video content that resonates with decision-makers.
The rise of AI and automation in marketing tools has been a hot topic in recent years, but the changes introduced in July indicate a balancing act between technological advancements and user satisfaction. While AI has brought tremendous benefits, these updates suggest that marketers should not rely solely on automation to achieve success. Instead, a hybrid approach that combines AI tools with human creativity and strategic thinking may prove to be the most effective path forward.
As we move through 2024, these updates highlight the importance of adaptability in digital marketing. From the evolving search landscape to more sophisticated ad targeting and the enduring relevance of backlinks, marketers must stay informed and adjust their strategies to remain competitive. The changes brought forth in July are a reminder that while digital marketing continues to innovate, fundamental principles like quality content, strong SEO, and effective advertising remain crucial to success.
In conclusion, July 2024 has been a month of both reflection and innovation for digital marketing professionals. Google’s retraction of continuous scroll and the reduction of AI-generated content reflect a focus on user experience, while LinkedIn and Google Ads’ updates point toward more precise and engaging advertising solutions. Marketers who stay agile and attentive to these trends will be better positioned to thrive in this dynamic environment.
Author – Jagdeep SIngh
Owner
