AI Search, Algorithm Shifts, and Evolving Strategies: What’s Shaping SEO in August 2024

From volatile rankings to emerging AI-powered search engines, the search landscape continues to evolve at a breakneck pace. This month, several developments are pushing marketers to rethink how they approach content creation, audience targeting, and performance optimization. Here’s what’s changing, and what you should be doing about it.

Google Ranking Volatility Raises Speculation About Updates

If your rankings bounced around more than usual in late July, you’re not alone. Google search results experienced notable volatility on July 31 and August 1, prompting speculation of a possible core algorithm update in testing.

While Google hasn’t confirmed anything yet, the SEO community is watching closely. Changes of this scale usually signal refinements to how Google evaluates relevance, quality, or intent.  This means sites with under-optimized technical structure or outdated content may see movement.

Now is a good time to audit underperforming pages, revisit your content’s alignment with search intent, and ensure you’re meeting current Core Web Vitals thresholds.

SearchGPT: OpenAI’s AI-Powered Search Engine Enters the Chat

OpenAI has officially announced SearchGPT, an experimental search engine powered by large language models. Unlike traditional engines, SearchGPT delivers direct answers with citations, allowing users to ask follow-up questions and explore content conversationally.

Key features include:

• Ad-free search experience
• Cited, long-form answers instead of simple link lists
• Personalized results based on natural language understanding
• Clear source attribution and media integration

SearchGPT could challenge Google’s dominance in information retrieval. SEO professionals should expect increasing visibility competition across AI-native platforms and start preparing content for question-based queries, structured markup, voice optimization, and high-authority backlinks.

X Rebrand May Be Fading from Google’s SERPs

Google is testing the replacement of “X (Twitter)” headings in SERPs with more neutral phrasing like “Latest Posts from”. While subtle, this reflects Google’s growing effort to de-emphasize X’s brand presence and focus more on content source than platform identity.

If your brand publishes real-time updates or leverages Twitter for social SEO, monitor your visibility closely. The change could influence how social snippets appear in both organic and news-related queries.

Study Finds AI Mentions Can Hurt Trust in Copywriting

According to a study led by Washington State University, mentioning AI in marketing copy can actually reduce purchase intent. This is particularly for high-risk products like medical devices or premium electronics. The research suggests consumers may feel uneasy or skeptical when AI is positioned as a product differentiator.

Instead of emphasizing AI capabilities, lean into messaging that highlights human-centric benefits, performance outcomes, and ease-of-use. Let the tech power your offering, but don’t let it dominate your copy unless it aligns with consumer expectations and comfort levels.

Social Media Targeting Just Got Trickier: Gen Z on Facebook, Boomers on TikTok

eMarketer reports a surprising demographic shift. Facebook is attracting more Gen Z users, while TikTok is seeing growth among baby boomers. These changes reflect evolving content formats, platform algorithms, and cross-generational engagement trends.

What this means for marketers:

• Reassess assumptions about platform audiences
• Explore Facebook Shops and Messenger Ads for Gen Z-friendly ecommerce
• Consider testing long-form educational or lifestyle content for TikTok’s older audience

Content Optimization in the Age of SearchGPT: Best Practices to Adopt Now

To stay competitive in an AI-first search ecosystem, content must evolve beyond keywords. Early testing suggests success on platforms like SearchGPT will depend on:

• Question-driven content: Anticipate conversational queries and mirror “People Also Ask” logic
• Structured data: Schema markup enhances machine understanding of your content
• Personalization and audience research: Use tools like SparkToro to shape content around real-world interests
• Voice- and mobile-friendly formatting: Keep sentences short, scannable, and natural
• Backlink credibility: Authority matters more than ever as LLMs prioritize trusted sources

Pro tip: Sign up for early access to SearchGPT to test how your content surfaces and gain insights before wider rollout.

Smarter Keyword Targeting with SEMrush’s Personal Keyword Difficulty (PKD)

SEMrush has introduced Personal Keyword Difficulty (PKD), a more tailored approach to evaluating which keywords your site has a realistic chance to rank for. Unlike traditional metrics, PKD accounts for domain authority, backlink profile, and content relevance on a site-by-site basis.

In a recent Quarterly Business Review, a refreshed blog post for Watts Water moved from position 5 to featured snippet status simply by adding a direct answer to the query “Is shower water clean?” That snippet also appeared in AI Overview, proving that even small adjustments can create outsized results.

Tactical advice:

• Use PKD to identify achievable keywords
• Regularly update content with fresh answers to trending or evergreen questions
• Track AI Overview inclusion to monitor emerging visibility opportunities

Final Takeaways

From platform-level AI experiments to demographic realignment and more nuanced SERP features, the SEO industry is once again in flux. The brands that win will be those that move quickly by adopting new tools, rewriting content with user intent in mind, and making smart technical decisions.

August is a great time to:

• Refresh your top-performing blogs with direct answers and schema
• Experiment with new keyword scoring tools like PKD
• Rethink your cross-platform targeting strategies
• Sign up for early-access AI search tools like SearchGPT
• Revisit your copywriting framework to prioritize clarity and emotional connection over tech jargon

SEO isn’t just about optimization anymore. It’s about strategic positioning in an ecosystem where algorithms, behaviors, and platforms evolve daily.

Need help recalibrating your strategy? Our team is here to help.