SEO is an ever-evolving landscape. The growing use of artificial intelligence, the shift towards mobile-first indexing, and the rise of voice and visual search are just some of the trends shaping the future of SEO. With these developments in mind, here’s our expert guide to the SEO trends to watch out for in 2024 and beyond.
1. The Importance of E-E-A-T
Google’s E-E-A-T guidelines (Expertise, Authority, and Trustworthiness) have long been a cornerstone of SEO. In 2024, they are predicted to be more important than ever. Brands will need to create content that demonstrates their expertise and authority in a given field, as well as build trust with their audience.
1.1. Expertise and Authority
Brands should focus on content topics where they can demonstrate direct experience or unique expertise. This can be achieved through conducting gap analysis and keyword research. This will ensure the production of high-quality, authoritative content that both Google and users will value.
1.2. Trustworthiness
Building trust with your audience is vital. This can be achieved through citing credible sources properly, sharing relevant and up-to-date information, using good grammar, and maintaining a professional appearance on your site.
2. Mobile-First SEO
With the increase in mobile users, Google has shifted its focus to mobile-first indexing. This means that Google will prioritise the mobile version of a website to determine its ranking on its results page. Therefore, it’s essential to have a mobile-friendly website that provides a seamless, user-friendly experience.
3. AI-Based Content Crackdown
Although AI has made significant strides in content creation, Google continues to prioritise high-quality, human-generated content. Brands should leverage AI to streamline their processes, but not to replace human writers completely.
4. AI for Answer Generation
AI is increasingly being used in search engines to interpret and understand user search intent. This development can significantly enhance the user experience by providing quick, accurate, and personalised search results. Brands should optimise their content for AI analysis to improve their search rankings.
5. High-Quality, Relevant Content
Creating high-quality, relevant content that meets users’ specific needs is key to driving revenue and ROI. Brands should focus on long-form content that provides comprehensive coverage of the topic and includes elements that make high-ranking pages, such as authoritative backlinks, longer dwell time, higher click-through rates, and higher user engagement.
6. Voice and Mobile Search
The popularity of voice search is on the rise, with Siri, Alexa, and Google Assistant becoming increasingly prevalent. Brands should optimise their content for voice search by incorporating long-tail keywords, making their website mobile-friendly, and prioritising local SEO when applicable.
7. Zero-Click Searches
Zero-click searches, where a user finds their answer without needing to visit any website outside the search engine results page (SERP), have become more prominent. Brands should strive to secure the featured snippet, also known as “position zero,” for these types of searches.
8. Topical Authority
Building topical authority is critical for SEO. Brands can achieve this by creating a comprehensive, high-quality content ecosystem around a specific topic or question. This will help to build trust with readers and Google, ultimately improving search rankings.
9. Video SEO and Visual Search
With the rise in popularity of video content, video SEO techniques are crucial for improving site rankings. Brands should focus on creating engaging video content and using video sitemaps to feed search engines with information about the videos on their site.
10. Semantic Search and NLP
Semantic search, powered by Natural Language Processing (NLP), interprets search results based on user intent and context. Brands should focus on keyword intent mapping to better understand search intent and publish content that demonstrates expertise and authority in the relevant field.
11. Creator-led SEO
Collaborations and partnerships with influencers can amplify a brand’s reach, diversify its content offerings, and tap into new audiences. Authentic endorsements or shared content from trusted figures can significantly elevate brand perception and reach.
12. Future-Proof SEO Strategies
To future-proof SEO strategies, brands should stay informed about the latest technological advancements and be ready to adapt their strategies based on platform-specific insights. This includes being open to learning, continually improving content, and preparing for different scenarios in the search landscape.
The future of SEO is dynamic and exciting. By staying ahead of these trends, brands can ensure they maintain a strong digital presence and continue to deliver valuable content to their audience.