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Adaptation moves quickly. Search engines are moving faster. Just when you think you’ve caught up on the latest search engine optimization (SEO) best practices, Google releases another algorithm update this makes you question your strategy. Staying on top of your game (and search results) requires constant vigilance and quick adoption of the latest SEO tactics.
Fortunately, SEO strategists are quick to make sense of the changes and summarize what works and what doesn’t. Keeping up with industry thought leadership will ensure you can adapt quickly and maintain your organic visibility.
Curious about the future of SEO? Here are the top SEO trends to watch out for in 2024.
Related: Ultimate SEO Guide to Getting 100,000 Google Hits a Month
Current authority
SEO continues to evolve in response to algorithm changes and changes in user behavior. There has been an increasing focus on a brand’s ability to demonstrate authority and expertise on a particular subject. SEO professionals call this “topical authority”.
In the context of SEO, topical authority is important because it helps search engines identify the most relevant and authoritative content based on a user’s search query. In practice, it’s less about increasing “keyword density” (an outdated tactic) and more about establishing your brand as a source of useful information.
Say you own a software company. You can improve your brand’s topic authority by creating in-depth blog posts that describe how to use your software to solve specific business problems. You can post video tutorials that help users navigate the software’s setup, configuration, and integrations. By providing valuable content on these topics, you work to establish your brand as a stand-up information source.
To improve a company’s topical authority, you should:
Identify a specific niche topic (or topics) that relate closely to the main focus of the business, rather than trying to cover a broad range of topics.
Use SEO tools like Semrush Thematic research tool to identify relevant topics and subtopics within your niche.
Demonstrate authority with expert author bios, trusted sources cited, and well-researched content that addresses user needs and challenges.
Earn backlinks from relevant and reputable websites by focusing on high authority domains versus a large amount of domains.
Keep your content “fresh” and up-to-date with more timely sources, up-to-date information and connection to the latest trends and knowledge.
In general, search engine algorithms look for websites that demonstrate topical authority as an indication that the brand is a reliable and accurate source of information for users, which increases a brand’s likelihood of ranking for your target keywords.
Related: Increase Your Website Traffic With These 10 SEO Strategies
Google Search Generative Experience (SGE)
Google’s latest experiment with generative artificial intelligence aims to streamline the search experience, providing users with faster access to relevant information. Still in its early stages, Google Search Generative Experience (SGE) has the potential to reshape SEO in the long run.
SGE makes content faster, more relevant and easier for today’s time-strapped consumers to digest. Although the search results look more or less the same, the content is organized in a way that allows people to get more than a single search.
With generative AI in search, people can:
Understand a topic faster
Discover new points of view and knowledge
Get answers to questions more easily
Access quick links to relevant content
Get quick instructions
Ask more complex and descriptive questions
To test SGE, go to Chrome signed in to your Google Account, open a new tab in Google, select the “Labs” icon, then turn on “SGE, Generative AI in Search.”
What does EMS mean for employers? It could mean that while traffic may be negatively affected (users can find answers faster), it could also increase your brand’s ability to generate more relevant leads. Users still need to research their options before making a purchase, so when they visit your website, they may be in a better position to convert.
Additionally, only users who have opted in to use SGE will see these AI-generated results. So your usual SEO strategies will still work, but you should keep a close eye on new developments in this space.
Related: 5 Tips for Creating SEO Content That Ranks
Answer Engine Optimization (AEO)
AI is also reshaping search in other ways. With the rise of “answer engines”, it’s more important to optimize your content to answer conversational queries faster.
Users want to find immediate answers without having to click on a web page. Google knows, therefore answer box it surfaces answers and content in a simple and digestible way. That’s why you’ll see more brands organizing their content into smaller, more consumable chunks.
For example, let’s say your company sells smart home devices. A common search might be “How do smart thermostats save energy?” Instead of creating a blog post about the benefits of smart thermostats, your company could create an FAQ section that directly answers the question. use structured data markup to mark up content and add graphics that grab readers’ attention.
Like SGE, Answer Engine Optimization (AEO) is another way to incorporate AI into search. This world is changing rapidly, so brands should stay abreast of these developments to stay relevant and visible.
The SEO landscape is constantly evolving, and requires entrepreneurs to adapt quickly to stay ahead of the curve. To ensure sustained growth and visibility online, try these recommended steps to proactively adapt to the latest trends and integrate these strategies into your SEO practices. Then stay informed, adapt quickly, and embrace the future of SEO to thrive in your competitive marketplace.
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