This is an extract from SEJ’s SEO Trends 2024 e-book, our annual summary of expert opinions on what you can expect over the next 12 months.
At the time of writing, Google’s “Search Generative Experience (SGE)” is still experimental. There is a lot of anxiety about what the chatbot on the platform will mean for SEO results, traffic and revenue if SGE becomes part of the default Google experience.
It looks like SGE’s public release could be delayed indefinitely, but that doesn’t mean you shouldn’t prepare.
Only time will tell the impact (SEO) of user-facing AI features on search engines.
Many platforms are introducing new features that keep users on the platform, giving them the information they’re looking for right there (remember when the featured snippet became a thing?) instead of redirecting them to websites.
On the other hand, users will always take off-platform trips when necessary. Identifying when to give the user an ideal experience on the platform and when to persuade them will be crucial to success for both the platforms and you.
Don’t work at cross-purposes with user intent. If they want a quick response, you won’t steer them away from the path of least resistance.
But if the user wants original data, original thoughts, complex products or solutions, you have opportunities to differentiate yourself.
Your ability to choose when to be an ally of generative AI and when to be its enemy could be the key to breaking out of your brand for multiple search intents and types.
If I had to summarize these ideas in three sentences, they would be:
AI in search will disrupting the performance of entire groups of queries, data collection, and potentially the balance between platforms. Search success can come down to being discovered by generative AI and finding as many opportunities as possible to show your brand to users. Humans are irreplaceable for setting SEO strategies in a new AI landscape and will be for some time.
Optimize for experiences within the platform
Andrew Chadwick, Founder, Keyword Insights
As the digital landscape evolves, SEO professionals should consider the growing shift from traditional search engine optimization (SEO) to search experience optimization (SXO).
Optimizing the experience on the platform
While SXO historically revolved around improving the website user experience, it now includes optimizing your content for the precise platforms your audience resides on.
This evolution underscores the importance of understanding user behaviors on platforms like TikTok, Instagram, and Pinterest while fine-tuning the overall user experience.
As Google strives to maintain user engagement within its ecosystem, businesses and SEO professionals must focus on creating carefully crafted content for these platforms.
This is particularly relevant as Google (and SGE) increasingly integrates a diverse and dynamic mix of content into search results, evident by the prominence of TikTok entries.
Content generation with AI
AI for content generation will become more prevalent in 2024. While AI can help create content efficiently, SEO professionals and companies should use it judiciously.
To maintain authenticity, they should balance AI-generated results with personal experiences, original thoughts, and unique insights.
Leveraging AI tools can help save time at specific points in the content pipeline.
Build a strong brand presence
Building a strong brand presence is crucial in a landscape where Google’s SERPs are rapidly evolving.
Recognizable brands might be more likely to attract clicks and may fare better when spotted by generative AI.
SEO professionals and companies should invest in branding initiatives, partner with influencers, provide exceptional customer experiences, and consistently deliver valuable content.
A strong brand can help mitigate the impact of algorithm changes and promote sustained visibility and growth.
These trends reflect the evolving nature of SEO, where the focus is shifting from mere search engine optimization to optimization for the holistic search experience and user preferences.
Companies that adapt to these trends are likely to find greater success in their SEO efforts in 2024 and beyond.
The “10 Blue Links” SERP is a thing of the past
Eli Schwartz, Growth Advisor, Product-Led SEO
Search Generative Experience (SGE) can change the entire search medium.
SEO will no longer be about 10 blue links or a map result.
Developing “search experiences” could upend the entire process of how people use search to discover information on the Internet. It’s unclear whether users will like this, but that won’t matter because everything about search is changing.
These developments will be good for some, bad for others, but certainly different for everyone.
On a related note, a changing search experience can also lead to a change in market share dynamics. Could users migrate to ChatGPT? Will they go to Bing? Things can always evolve.
These are the things we need to consider in 2024. Unlike the past years, where you could clearly see the direction of research, this time is different.
Once that Pandora’s box is opened, anything can happen.
The human element of SEO may be irreplaceable, but we must prepare for AI in search
Olga Zarr, SEO consultant, SEOSLY
The most significant trend for SEO in 2024 will be the continued rapid growth and influence of AI technologies such as ChatGPT, Bing Chat, and Bard.
With developments such as GPT-4, DALL•E-3 and PaLM 2, it is clear that this trend will accelerate for some time.
A significant change in search
These advanced tools are significantly transforming the SEO landscape and, whether we like it or not, are pushing us towards a more automated approach.
These changes raise an essential question: Is SEO as we know it today about to become obsolete? It’s unlikely to disappear overnight, but we can’t ignore the substantial changes today.
Major search engines such as Google (via Search Generative Experience) and Bing (via Bing Chat) are increasingly integrating AI-generated content into their search results. This is one of the biggest transformations we’ve seen in decades.
As SEO professionals, it is crucial that we stay on top of these changes and continually update our strategies and tools to harness the power of AI. We need to find the perfect balance between using AI for efficiency and relying on our human expertise for strategic and nuanced decision-making.
The human element in SEO is irreplaceable
Humans bring a level of understanding and analysis that AI cannot replicate, at least not yet.
But the field of SEO is evolving, and we may not even recognize it in the next five to ten years. Despite this, the core of our work remains the same: helping businesses connect with their customers.
Tools and platforms may change, but the need for AIOs (Artificial Intelligence Optimizers), SEO professionals or whatever they call us in the future will remain the same.
We must be ready to adapt to new SEO methods and find innovative ways to measure our impact and help our clients gain visibility.
This could mean learning how to display our clients’ content in AI-generated search results so that they still stand out in this new landscape.
The rise of AI in SEO is a trend you cannot ignore. It presents challenges and opportunities, and it is up to us to navigate these waters.
The SEO landscape is changing rapidly, and our methods in 2024 and beyond will have to evolve, or we and our services will become obsolete.
The generative search experience could create a data vacuum
Patrick StokesTechnical SEO and Product Advisor, Ahrefs
Challenges with click attribution
We will see fewer clicks and less data about clicks and rankings. At least it seems that way with Search Generative Experience (SGE).
People are likely to click on the least sites in many queries.
I don’t think search engines even give us ranking data [any time soon] for these clicks. Even if they do, it will be obscured, with multiple websites listed for each section.
Challenges with rank tracking in SGE
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Ranked followers have not traditionally been represented or had to wait for results like they will with SGE. The cost of ranking tracking for SGE is likely to be much higher.
On the other hand, with more attention on machine learning than ever before, 2024 will be when more SEO automation will become mainstream.
It will make life easier for SEO professionals and free them from a lot of time-consuming and menial tasks.
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Featured image: Paulo Bobita/Search Engine Journal
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