What does an effective strategy look like for 2024?

In 2023 marketers were impacted by 2 significant areas with regards to organic search. As a result, crafting an effective SEO strategy in 2024 requires a keen understanding of the transformative impact of both AI and emerging platforms like TikTok on organic search. As a leading SEO Agency, we recognise the crucial role these factors play in shaping the digital marketing strategies for our clients.


AI tools such as ChatGPT launched in 2023, sparking excitement amongst marketers and hope around how it could be utilised to produce content in a faster, easier way. However, as the reality set in and the industry gained hands-on experience, it was unofficially confirmed that AI will not put content writers out of jobs. Instead, AI’s true value lies in in improving efficiency and ways of working by autonomising aspects of marketing administration that’s otherwise costly in time, effort, and brain power.

For ecommerce businesses navigating organic search, leveraging AI effectively is key. As a leading ecommerce SEO agency, we specialise in harnessing the power of AI to drive tangible results for our clients, ensuring your brand not only adapts but succeeds in the ever-evolving digital landscape.

What is the role of AI in the organic search equation?

Thinking about the role of AI in search, there are a number of areas that AI must be considered across.


With over 1.1 billion users ranging from 13 to 60 in over 160 countries, TikTok has dominated our lives in the last few years. With such a strong presence, the social video sharing platform has not only created a new way of engaging with Video content, but it is now starting to rival the likes of Google and Microsoft when it comes to helping users find information online.

A recent study conducted by Adobe found that “64% of Gen Z’s and 49% of Millennial’s saying they’ve used TikTok as a search engine.”1 The platform is most commonly used amongst Gen Z’s to search for information however even Baby Boomers find the platform useful. Search topics that the platform performs well for currently include food and restaurants, fashion tips and advice, and home décor and DIY.

Based on initial search behaviour on the platform, it could be that TikTok’s core essence of offering personalised video from real humans adds an authenticity to reviews that a search engine such as Google cannot offer right now in the form of a flat blue link or web page result.

That said, TikTok is causing a shift in search behaviour in:

/ Where consumers search online
/ How consumers search online

This is a consideration for advertisers in 2024 that must be met depending on your products and services and target consumer profiles. For ecommerce businesses, adapting to platforms like TikTok requires a tailored approach. Our ecommerce SEO agency expertise ensures that your brand maximises its visibility and engagement on emerging channels.


Crafting an effective SEO strategy for 2024 requires a thorough understanding of the transformative influences shaping organic search, particularly for 2024, the impact of AI and emerging platforms like TikTok.

With over 15 years of industry experience, we are committed to staying ahead of emerging trends and harnessing the power of AI-driven insights, to enable brands to achieve lasting success within competitive markets.



1 https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine


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