created by Lisa Blackburn /
SEO & PPC Specialist
In the ever-evolving world of SEO, staying ahead of the curve is essential. Throughout 2023 Artificial Intelligence with the introduction of Chat GPT and AI content writing tools and image and video generation really gained momentum and is continuing to advance at an alarming rate within 2024.
Several key trends are set to dominate the SEO landscape. From Google’s latest advancements to the growing importance of video content, these trends are reshaping how we approach SEO. Let’s review the top 5 SEO trends of 2024 and discover how you can optimise your web site content to stay ahead.
Google Search Generative Experience (SGE)
What is Google Search Generative Experience?
Google Search Generative Experience (SGE) is the latest evolution in search technology. This advanced AI-driven feature enhances search results by generating detailed, context-aware responses directly within the search results. SGE leverages machine learning to understand user intent and deliver highly relevant content snippets, making it crucial for SEO professionals to adapt.
How to Optimise for Search Generative Experience
- Structured Data Markup: Use schema markup to help Google understand and generate rich snippets of your content.
- Content Depth: Create comprehensive, detailed relevant content that covers topics extensively, providing clear answers to potential user queries.
- User Intent: Focus on user intent by providing concise, relevant answers to common questions in your niche/industry.
- Regular Updates: Keep your content fresh and updated to reflect the latest information and trends. Google favours updated relevant content that answers a user question. Regularly review older content to ensure it is up to date.
Zero Click Searches
What are Zero Click Searches?
Zero Click Searches occur when users find the answers to their queries directly on the search results page without clicking on any links. This trend is driven by features like featured snippets, knowledge panels, and other SERP features that provide instant information.
Although these are classed as Zero Click Searches as they have the potential to answer the users query without clicking on your web site, they have the ability to provide good traffic as a user will typically click through on one of these snippets to discover more and are therefore more likely to spend longer on your web page because it is relevant to them. According to SEMrush’s Zero-Clicks Study only 25.6% of desktop searches and 17.3% of mobile searches result in zero clicks
These SERP features also tend to appear higher up in SERPS so can improve your chances of traffic in highly competitive SERPS.
How to Optimise for Zero Click Searches
- Featured Snippets: Optimise content for featured snippets by using clear headings, lists, and concise answers.
- FAQ Pages: Create detailed FAQ pages or expand your current on page content with FAQS that address common questions related to the product and or service.
- Engaging Meta Descriptions: Craft compelling meta descriptions to entice users to click through even when answers are displayed on the SERP.
- Local SEO: Ensure accurate and complete Google Business Profiles (formally Google My Business) for local businesses.
Voice Search/AI Answers and Chatbots
Voice search and AI-powered chatbots are revolutionising the way users seek information. With more people using voice-activated devices, optimising for voice search has become essential. This involves understanding natural language queries and providing concise, relevant answers. The Smart Speaker Market continues to grow with more consumers investing in smart home devices with more devices now including screens.
How to Optimise for Voice Search
- Natural Language Processing: Write content in a conversational tone that mirrors how people speak and ask questions.
- Long-Tail Keywords: Focus on long-tail keywords and question-based queries that match voice search patterns.
- Concise Answers: Provide direct, concise answers to common questions to improve the chances of being featured in voice search results. Once you have provided a concise answer at the start of your content you can expand your explanation to provide further information.
- Mobile Optimisation: Ensure your website is mobile-friendly, as many voice searches are conducted on mobile devices.
Topical Authority/E-E-A-T
What is Topical Authority and EEAT?
Topical Authority and EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) are crucial for ranking well on Google. Establishing your website as a credible source of information on specific topics is key to gaining and maintaining high rankings. Following EEAT guidelines is not a ranking factor according to Google, but by ensuring your content meets the guidelines will improve the likelihood of higher organic rankings.
How to Build Topical Authority and E-E-A-T
High-Quality Content: Create in-depth, well-researched content that showcases your expertise in your niche.
Author Profiles: Include detailed author profiles with credentials and experience to build credibility. Example – If your blog is aimed at the Golf market and your blogs are written by a Golf Pro who has experience and authority within the Golfing industry, any high quality content they write is likely to rank high user EEAT guidelines. Use the knowledge and experience within your team to create the best content for you users.
Backlinks: Earn high-quality backlinks from authoritative sites to boost your site’s authority.
User Experience: Ensure a positive user experience with fast-loading pages, easy navigation, and high-quality visuals.
Video SEO
The Growing Importance of Video SEO
Video content continues to grow in importance, with platforms like YouTube being major search engines in their own right. Optimising video content for search can drive significant traffic and engagement. 82% of people have been convinced to buy a product or service after watching a video according to Wyzowl
How to Optimise for Video SEO
Keyword Research: Conduct keyword research specifically for video content to understand what users are searching for on platforms like YouTube.
Video Titles and Descriptions: Craft compelling titles and descriptions using relevant keywords in the same way you would create Title and Descriptions for web site content.
Transcripts and Captions: Provide transcripts and closed captions for your videos to improve accessibility and SEO.
Thumbnails: Use eye-catching thumbnails to increase click-through rates on video content.
Engagement: Encourage likes, comments, and shares to boost video rankings.
Conclusion
Staying on top of these SEO trends for 2024 is crucial for maintaining and improving your search engine rankings. By focusing on the Google Search Generative Experience, Zero Click Searches, Voice Search/AI and Chatbots, Topical Authority/EEAT, and Video SEO, you can ensure your content strategy is both current and effective.
Ready to Enhance Your SEO Strategy?
Looking to turbocharge your business’s SEO strategy? Our content team has years of experience writing sharp, engaging content that aligns with these SEO trends. Our SEO Specialists create strategies that will send your website’s rankings through the roof. Contact us to find out more about our SEO services.
