An e-commerce site losing its positions on Google because a new AI feature pushes organic results down, a blog whose traffic dwindles because the generated answer suffices for the user: these situations have become common since early 2024. Succeeding on the web is no longer just about refining design or publishing regular content. The rules of the game are changing on the search engines’ side, on the European regulatory side, and on the users’ expectations side.
Digital Markets Act and Google visibility: what is changing concretely in Europe
Since March 7, 2024, the Digital Markets Act (DMA) fully applies to platforms designated as access controllers, including Google. The obligation to prohibit self-preference has led to visible changes in European search result pages.
Google has reduced the promotion of its own services (Google Flights, in-house shopping modules) and introduced specific units for aggregators and third-party providers on queries related to hotels, flights, trains, and products. Organic exposure is being redistributed across key verticals like travel and retail.
For an SME or a freelancer, the operational consequence is direct: it is essential to position oneself as a listed provider in these new dedicated units, not just to work on traditional SEO. Specialized agencies like Web Internet are precisely assisting this transition by integrating the constraints of the DMA into their clients’ digital strategies.
Enhanced search through generative AI: adapting your content strategy
Google’s AI Overviews now appear on a massive share of queries, with a significant drop in the click-through rate to third-party sites. The reflex to publish an optimized blog post on a keyword and wait for traffic is no longer sufficient.
GEO: optimization for AI engines
There is increasing talk of Generative Engine Optimization (GEO). The principle: structure your content so that it is cited as a source in the answers generated by AI.
- Write direct and factual answers in the first paragraphs, as AI models primarily extract clear and concise passages
- Add structured data (schema.org) to facilitate automatic extraction by engines
- Cite verifiable sources and sourced figures, as content without attribution loses credibility in the eyes of selection algorithms
Feedback on this point varies by sector: a medical information site will not see the same impact as an online store. Reports dedicated to AI features in the Search Console remain the best indicator for adjusting your SEO strategy over the months.
Digital accessibility: a legal obligation, not a UX bonus
The European directive on digital accessibility mandates that from June 2025, e-commerce sites and digital services comply with the EN 301 549 standard, aligned with WCAG 2.2 level AA. We are no longer in the realm of “nice to have.”
Failing to make your site accessible exposes you to financial penalties and excludes part of the user base. In France, companies with revenue above a certain threshold are already subject to these obligations, and the scope is expanding.
Priority points to check
Rather than listing all the WCAG rules, let’s focus on what most often blocks during a field audit:
- The contrast of text on colored backgrounds, especially on mobile where reading conditions are degraded
- Keyboard navigation: every interactive element (menu, form, button) must be reachable without a mouse
- Text alternatives for images and videos, often missing on showcase sites
- The consistency of visual focus for screen reader users
A quick audit with a tool like Lighthouse provides an initial diagnosis. To go further, a user test with a person with a disability reveals blockages that no automated tool can detect.
Web marketing strategy 2024: TikTok, short video content, and fragmented purchasing journeys
The consumer purchasing journey no longer follows a linear tunnel. We observe fragmentation: a user discovers a product on TikTok, compares on Google, reads a review on Reddit, and then purchases through a brand search. Digital communication must cover these touchpoints without scattering the budget.
Short video content remains the format that generates the most engagement on social media in 2024. TikTok, Instagram Reels, and YouTube Shorts capture consumers’ attention, including in B2B. We see industrial SMEs gaining visibility with 30-second formats showcasing a manufacturing process or a concrete client case.
On the tools side, the trend is towards platforms that centralize creation, planning, and analysis: time is saved by avoiding juggling between five software programs. The user experience on the site remains the endpoint of this entire chain. Viral content that leads to a slow or poorly structured site does not convert.
The web in 2024 rewards sites that combine regulatory compliance, adaptation to new AI search formats, and coherent multi-channel presence. Purely aesthetic trends matter less than the ability to appear where customers are searching, in the format they consume.
