[author: Julie Lorson]
As we prepare to enter a new year, it is important to take stock of the trends shaping the future seo activity With the rise of AI, it is even more crucial for search engines to understand user intent, prioritize user experience, and assess trust and credibility. This means that you may need to modify your current SEO tactics. Here are some SEO trends to watch out for in the coming year and beyond.
SEO trends 2024
1. Google Search Generative Experience (SGE)
SGE refers to Google’s artificial intelligence search engine It provides AI-generated results to many search queries, which will appear at the top of the search engine results page. As people get used to this, it may change the way they interact with the search engine. It will also affect how sites are optimized generate more traffic. Overall, it will transform Google into more of a conversational assistant, understanding and responding to queries in a more human-like way. In general, it means a shift towards a more interactive and user-centric search experience where the algorithm takes more into account the user’s intent.
2. Searches without clicking
Search engines where a user does not click on any of the displayed results are becoming more and more common. According to a study by SEMrush, 57% of mobile searches and nearly a quarter of desktop searches leave the SERP without clicking on any of the organic or paid results. Sometimes it’s because Google has already provided the necessary information, such as the local map package for local business searches. Google will likely continue to adapt these searches in the form of knowledge panels, local packs, and direct conversion tools to quickly meet user intent. To maximize your efforts around this trend, try adjusting your strategy to focus on protecting the featured snippets from queries that won’t result in a click.
3. Response Engine Optimization (AEO)
The OAS is a response to the need to adapt to content strategy in response to AI and chatbots and the way they are reshaping search results. As people get used to instant information from AI tools, they are looking for more immediate answers that don’t require further research. AEO refers to the process of optimizing content for so-called response engines. These are generally Powered by AI technologies that synthesize data to answer conversational user queries. Legal marketers should focus on developing an AEO strategy alongside their traditional SEO efforts. This strategy will involve creating concise and clear content that will be best absorbed by machine learning algorithms. One tactic you can use is to create a question-and-answer style format to much of your content. For example, include a FAQ section in each of your articles. This provides an easy way for AI tools to find simple information in response to a search query. The more readily available this information is, the more likely it is to be included in an OEA search result.
4. Greater attention to actuality authority
As a legal marketer, you know how important it is to be seen as a credible resource of expertise. However, this is increasingly important in all search results, not just law firms. Often referred to as topical authority, establishing this credibility involves becoming a go-to source of information in a given niche, ensuring that all of your content covers the topic comprehensively. Search engines will do this more and more prioritize content that clearly demonstrates authority, so a strategic and intentional approach is necessary. If you’re not already doing so, you need to develop comprehensive, expert, and high-quality content on the topics your company specializes in. You should also focus on building a deep catalog of content on related topics and subtopics.
5. SEO for video
Video has presented a great opportunity for digital marketers over the past few years, and that’s not going to slow down any time soon. People are consuming video containLike they’ve never done before, and the search engines have noticed. The prevalence of video content has increased exponentially in search engine results, which means a video strategy is important to keep up with today’s SEO trends. Before you shoot videos, however, take the time to develop a solid video SEO strategy. As more and more marketers create videos, the competition for attention will increase. This means you need to take extra steps to make sure your videos answer real questions with information that viewers value and keep coming back. You can use from YouTube keyword research tools to find and implement relevant keywords in video titles, descriptions and tags to increase your discoverability.
6. Change search engine ranking factors
Although no one knows the specifics algorithms that use search engines, we know that they prioritize reliable and expert content that answers users’ questions. However, as other factors change, it can be difficult to know what to focus on. We suggest sticking to the core principles that are unlikely to change: user experience. The best way to do this is to consistently publish content that demonstrates deep knowledge and expertise in your industry. At the same time, try to improve the overall user experience of your website by optimizing the Core Web Vitals, which are the metrics that Google considers essential in the overall user experience of a web page. If you’re not sure what vital elements need to be improved, or how to do it, it’s worth talking to an SEO expert who can audit your site and make specific recommendations for improving them.
7. Update of existing content
Content is king, and that means you’re not the only one trying to post more. Increased competition and content velocity will require marketers to update their content more frequently and put more effort into presenting more relevant material. In short, what is considered valuable or relevant is likely to change at a faster rate than in recent years. Digital marketing experts will develop a proactive and continuous process to review, update and optimize the content they have currently published. One of the best ways to do this is to set up a tool like SEMrush Position Tracking, where you can monitor your ranking for important keywords and set alerts for changes in your position. When you notice that certain things are starting to fall into the range, you can make a concerted effort to update the content.
8. Evolution of the user’s intention
In general, there is a shift towards users who have more commercial or transactional intent when they search. As this continues, it is likely that search engines will begin to shift attention away from purely informational content. This was also evidenced by a decrease in keyword groups associated with browsing or informational intent. Consider adapting your content strategy to meet changing needs, including understanding whether there are new common ways target keywords are used in your industry. You’ll also want to optimize transactional inquiries, such as making pricing information and contact forms more readily available. Be sure to monitor performance over time and see how your new keyword activity affects your traffic and the conversions you care about.
Related: Basic SEO in an hour
Take away:
SEO remains a critical component of digital marketing, and that won’t change anytime soon. However, some of the most effective tactics will change, and it’s important to keep up with these changes and stay flexible. Above all, be sure to carefully monitor your web performance so you can see trend lines and address small issues before they become problems. You will also be able to see positive traction and leverage it with greater knowledge of keywords, rankings, and searches in your niche.
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