Digital Zoo's strategic adaptations amidst SEO and AI evolution

At MARKETING-INTERACTIVE’s Agency of the Year Awards Hong Kong 2024, Digital Zoo is immensely grateful to have received two prestigious awards: the CRO Agency of the Year Bronze Award and the Search Agency of the Year Bronze Award.  

This recognition underscores our relentless pursuit of excellence and innovation in the marketing industry. We express our deep appreciation to MARKETING-INTERACTIVE for recognising our hard work and resilience. 

Reflecting on 2023-2024: A year of transformation and impacts 

As the only agency to receive a Search Agency of the Year Award for three consecutive years, we are confident in our strategy for search marketing channels—both in SEO and SEM. Despite the challenging economic times in Hong Kong, our number of clients has reached a new peak this year.  

The past year has been transformative for Digital Zoo and the digital marketing industry at large. Several pivotal events have shaped our strategies and outcomes, and we are proud to have navigated these changes with agility and foresight. 

1. The advent of AI: GSE by Google 

The rise of artificial intelligence, particularly the introduction of Google's GSE, has significantly impacted the global marketing landscape. Will the fast-responding, chat-like Q&A between users and AI threaten the market share of search engines and, consequently, SEO? We can envision a near future where people focus on AIO (artificial intelligence optimisation) to be chosen by AI models for their answers. 

Although GSE has not yet been officially implemented in Hong Kong and China, Digital Zoo has taken a cautious approach, closely monitoring updates and preparing for potential impacts on SEO and SEM globally. By staying informed and adaptable, we ensure that our strategies remain robust and effective. 

2. The huge Google core update from March 2024 

The Google core update in March 2024 marked a significant milestone with Google's helpful content system being integrated deep into its core algorithms, causing turbulence in website rankings across virtually every industry. This update further emphasised the importance of high-quality, relevant content, and many websites experienced significant shifts in their rankings. 

At Digital Zoo, we faced challenges in maintaining our clients' rankings, but our commitment to optimising and creating content for the update proved invaluable. By focusing on delivering valuable and engaging material, we successfully navigated the changes and upheld our clients' visibility and success. 

3. Google algorithm documentation Leak in June 2024 

In June, the SEO industry faced an unexpected impact with a massive Google internal documentation leak, revealing critical insights that Google had previously denied. Michael King and Rand Fishkin, two unorthodox gurus in the SEO industry, responded to the leak and made it public to the entire search industry. 

Among the key points from the leak, the one worth highlighting is the existence of an attribute named "siteAuthority," sharply contradicting Google's previous stance that "Domain Authority did not exist."  

At Digital Zoo, we had long suspected the importance of such metrics and incorporated strategies to enhance our clients' perceived authority. The leak validated our proactive measures, showcasing our ability to stay ahead of the curve and maintain our clients' trust through foresight and expertise. 

Reviewing Digital Zoo’s journey in SEO, we have had our trials and errors along the way. In pursuit of the elusive ranking factors of search engines, we are never content with resting on our status quo. 

Open to every challenge and opportunity 

With the evolution of the search industry, Digital Zoo is simultaneously transforming into a mature SEO agency. Over the past four years, we have steadily expanded our team to over 20 members, each surpassing previous capabilities. In the upcoming year, we aim to further grow our team and elevate our SEO expertise to new heights. 

Looking ahead, SEO will remain central to our operations. This crucial tool has consistently played a key role in increasing our clients' visibility, attracting traffic, and converting leads into tangible business opportunities.   

As experts in SEO, we are committed to deepening our knowledge and elevating our performance in this area. However, we are also open to exploring new opportunities, especially in AI and Virtual Reality. Our goal is to continuously empower our clients by optimising their online presence and enhancing their ability to generate leads while staying at the forefront of technological advancements. 

Digital Zoo remains dedicated to thriving in the ever-evolving marketing landscape. Our focus will continue to be on innovation, quality, and client satisfaction, ensuring that we not only meet the expectations of today but also anticipate the needs of tomorrow. 

Once again, we express our gratitude to MARKETING-INTERACTIVE for recognising our efforts and achievements. We look forward to continuing our journey of excellence and contributing to the growth and success of the marketing industry. 

This article is sponsored by Digital Zoo.