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SEO Trends in 2024
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Setting the scene for SEO in 2024
The theme for 2024 has to start with the battle for user inspiration. It's no surprise that social media channels continue to be the main source of inspiration, while searches on search engines act more as a research function rather than a source of inspiration. However, in 2024 the gap between social media’s inspirational role and search’s secondary, practical role is wider than ever. This growing trend was the foundation of TikTok’s December 2023 campaign, "It Starts on TikTok": “Whatever you come to TikTok for, you are only ever one swipe away from starting something new.” However, in true contradiction, according to a recent report by BrightEdge, 68% of online experiences begin with a search engine. Which highlights the importance of optimising for search engines through advanced AI strategies.
However, AI might help search engines reclaim some of the inspirational content from social channels. From circling content to starting a search to voice activation, the way users interact with content and use it to start searches is becoming more reliant on AI and how it modernises the search experience, going beyond typing keywords.
But what does that mean for brands, SEO practices, and the cross-functional benefits of content? We will explore the 2024 SEO trends that will impact search volumes and rankings, and how the battle for the source of inspiration is more diverse than ever.
AI and machine learning are continuing to inspire new and advanced ways that search engines interpret content and user intent. Google's AI ‘tool’, RankBrain, has been at the forefront of this transformation, and its influence is only growing. But this isn't a new tool for Google, it was reported by Search Engine Land to be part of 2013 Hummingbird’s algorithm update. So AI in SEO isn’t a new concept, however its use is expanding far beyond sorting through billions of pages.
AI technologies are increasingly being used to improve search engine understanding of language and context. This means optimising for natural language queries and long-tail keywords is more important than ever. By leveraging AI-powered tools, businesses can gain insights into top-ranking content and tailor their strategies accordingly.
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Natural Language Processing (NLP): Search engines are learning and understanding conversational queries and context. This development will continue to be more fundamental for voice searches and responses.
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AI-powered Tools: Tools like Surfer SEO, MarketMuse, and Clearscope use AI to analyse top-ranking content and suggest optimisation strategies. These tools help to align your content with what they believe the search engine expects. Afterall, none of them know 100%
AI and Machine Learning in SEO
User Experience and Core Web Vitals: The Path to Better Rankings
Moving away from AI in SEO and moving into some other important areas to focus on in 2024 includes improving user experiences. More than ever user experiences have become a critical factor in SEO success. All the suggestions point towards Google placing more emphasis on Core Web Vitals. These metrics measure the speed, responsiveness, and visual stability of a page. Getting this right in 2024 will play a significant role in ranking.
Why are Core Web Vitals important
Core Web Vitals are the critical website data points that reflect a positive user experience. To ensure your website meets Google's standards for user experience, it's crucial to focus on the following Core Web Vitals:
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Largest Contentful Paint (LCP): This metric measures how long it takes for the main content of a page to load. A good LCP score is essential for keeping users engaged.
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First Input Delay (FID): FID measures the time it takes for a page to become interactive. Optimising for FID ensures that users can engage with your content without delay.
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Cumulative Layout Shift (CLS): CLS evaluates the visual stability of a page. Reducing unexpected layout shifts enhances the user experience and builds trust.
Useful resources for Core Web Vitals
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Download Search Engine Journal’s Core Web Vitals: A Complete Guide
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Google Search Central Blog with latest news for Core Web Vitals including INP being added to Core Web Vitals
E-E-A-T: Building Trust and Authority
Misinformation has moved beyond conspiracy theories in TV programmes and politics (for fans of Homeland, CNN do a nice summary of fake news) to a globally reported phenomenon. I don’t use this word lightly, because despite it being public knowledge it feels that little is being done to suppress fake news, instead it's becoming a cultural norm to accept that fake news is now part of our culture (hence the use of the word phenomenon). So much so that fact checking now forms part of live radio and TV programs. This is where E-E-A-T comes into play: Experience, Expertise, Authoritativeness, and Trustworthiness.
Strategies to Enhance E-E-A-T
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Content Quality: High-quality, authoritative content is crucial for credibility. This includes having clear author bios, citing reputable sources, and getting backlinks from trustworthy sites.
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User Experience: A user-centric website design enhances credibility and encourages users to return. Easy to use site navigation and consistent cross-device experience is key.
Useful E-E-A-T Links:
Voice and Visual Search: Adapting to Emerging Trends
As more people use voice-activated devices and visual search tools, optimising for these queries is becoming essential. Understanding how users search and interact with content will help you stay ahead of the competition.
Samsung’s new global campaign taps travel bug to highlight Galaxy photo features. highlight the benefits of using Galaxy AI features like 'Circle to Search', 'Photo Assist' and 'Instant Slow-mo' while on the go.
Voice Search Optimisation
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Conversational Keywords: Optimise for natural language (NL) queries that mirror how people speak. Use structured data to enhance the likelihood of appearing/ being mentioned in voice search results.
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Local SEO: Many voice searches are location-based and therefore presents a great opportunity for local businesses. Listings should be up-to-date and optimised for voice search queries.
Visual Search Optimisation
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High-Quality Images: Use high-quality images with descriptive alt text to improve your chances of appearing in visual search results. On the flipside you have to factor file size so that loading isn't an issue.
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Schema Markup: Implement schema markup to help search engines understand the content of your images and enhance your visibility in visual search results.
Developments in AI-Driven Personalisation
In 2024, personalisation in SEO goes beyond basic user data. Advanced AI algorithms are now capable of delivering highly personalised search experiences by analysing user behaviour, preferences, and (apparently) emotions. After the shock of typing that last sentence, it's because this level of personalisation can help brands deliver content that is not only contextually relevant but also emotionally engaging, leading to higher conversion rates.
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Hyper-Personalised Content: Content tailored to individual users based on their past interactions, search history, and real-time behaviour.
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Predictive Personalisation: Using AI to predict what content or product a user might be interested in next and presenting it proactively.
Evolution of the SERP (Search Engine Results Page)
New features and experiences on the SERP are changing the traditional dynamic of search behaviours. More and more users are happy with direct answers and interactive elements. These changes require brands to adapt their SEO strategies to stay visible. This is why its critical to focus on:
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Interactive SERP Features: Enhanced snippets, interactive maps, and live data integrations that require new optimisation tactics.
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Zero-Click Searches: An increase in zero-click searches where users get their answers directly on the SERP without clicking through to a website. Optimising for featured snippets and knowledge graphs is crucial.
Zero-Click Searches - Surely an SEO practitioners worse nightmare because the question will how do we know what it is contributing to the business? Can it be measured?
AI Content Detection and Authenticity
Theres no way doubt about it this will be a huge issue and as we head towards 2025, I predict this topic will become an even larger concern. The rise of AI-generated content, search engines are improving their ability to detect and rank authentic human-created content higher than AI-generated content.
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Content Authenticity Algorithms: New algorithms that assess the authenticity and originality of content, penalising those who rely too heavily on AI-generated material without human oversight.
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Transparency and Disclosure: Encouraging transparency in content creation, with clear disclosures when AI tools are used.
Google does not directly say that it will penalize AI content. Instead, it emphasizes penalizing low-quality content lacking the depth of research and expertise on the subject matter.
Conclusion
I could have added thoughts on niche views such as VR and preparing for another potential growth area for customer experiences or drilled further into local search. But the interesting takeaway for me is how search engines are continuing to place emphasis on visitor experiences, yet the world of content creation has changed forever with the growing threat of webpages spewing out reams of AI-produced content. That and whilst AI is a major concern, it is also a huge enabler. Not purely for content generation but for data querying and insight discovery. Practitioners of SEO, and many other areas of marketing, revenue ops, sales, and more, are benefiting from AI tools that can seek out opportunities faster.
AI is pushing us to rethink how we balance technology with human creativity to deliver authenticity along the lines of the E-E-A-T requirements. AI can process vast amounts of data, uncover patterns, and provide insights that were previously unattainable.
