SISTRIX llegó a Málaga en su Ditital Marketing Meetup y pude hacer una presentación para hablar sobre cómo el juego del SEO ha cambiado ya por completo.
Mi principal reflexión es que nuestro sector debe transitar de lo cuantitativo a lo cualitativo y de lo táctico a lo estratégico.
Es vital para nosotros poner foco en la comprensión del comportamiento del usuario frente a las nuevas configuraciones de las SERPs (como los AI Overviews o AI Mode) por lo que esto nos va a exigir metodologías que vayan más allá de las métricas superficiales.
Los que hemos vivido la evolución de las SERPs entre la primera y segunda década de los 2000 estamos en preaviso, de hecho fueron los rediseños de 2020, los que generaron patrones de lectura muy específicos (el «efecto pinball») y entre todos esos cambios han contribuido a «matar al triángulo de los clicks».
Todos estos eventos históricos actúan como precedentes de los cambios radicales que ahora se están observando con la llegada de AI Overviews, del mismo modo que ocurrió con los lanzamiento de featured snippets o posiciones 0.
En un mundo que pelea por nuestra atención como usuarios, los resultados de buscadores como Google o de plataformas como Youtube o Tik Tok, también son actores principales que luchan por atraer la atención de usuarios.
Entre todos los análisis cuantitativos que existen alrededor de nuestra industria, escasean aquellos centrados 100% en lo que se fijan los usuarios, en lo que le prestan atención, en dónde miran….
¿Y si pudiéramos lanzar test para analizar comportamientos en todas estas plataformas?
En la presentación se aborda:
- Principales buscaodres y sus areas de interés
- Porcentajes de atención en cada caso
- Learnings
Aunque se usan herramientas basadas en IA que hacen predicciones de patrones visuales que siguen los usuarios ante distintos estímulos, desde Laika vamos a iniciar análsiis presenciales cn usuarios reales para poder descubrir de forma mucho más exacta cuáles son los patrones y seguimiento ocular realizado por usuarios reales.
Presentación completa
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