Search engine optimization (SEO) is an ever-changing game, thanks to every technological development and uptick in user behaviour. For digital influencers and businesses of all sizes, SEO is a constant battle to stay on top of search engine gateways, because being found online simply can’t be overstated in terms of a brand’s profitability in the multifaceted world of digital. Over the course of the next few years, from 2024 onwards, we are likely to see some new and even more dramatic developments in the world of SEO, so if you are an SEO lover – don’t miss out! Here, we take a look at the changing world of SEO and its users.
In this article, we will discover the main SEO trends in the future of search engine optimisation. We will review the medium- and long-term impact of artificial intelligence on SEO, the value of user experience and the importance of several other trends that will force businesses to adapt their strategies to SEO 2024. Thanks to our vibrant analysis of what’s coming up next in the search industry, you’ll obtain a brief guide to the future of SEO and be able to prepare your business for the changes that are to come.
The Rise of AI and Machine Learning in SEO
The intersection between artificial intelligence (AI) and search engine optimisation (SEO) is going to become a lot more central as we move into the second half of this decade. While Google and other search engines have been dabbling with AI for some time now, the coming few years will usher in an age of machine learning sophistication that will completely reimagine the very way in which we perform SEO. In the second half of 2024, AI will be impacting everything from keyword research and content creation to optimising search rankings and traffic. Advanced machine learning algorithms will get much better at discerning user intent, leading to more accurate search results. Businesses will need to heed this call by creating content that not only ticks the ‘SEO boxes’, but is engaging to their audience.
Furthermore, AI-generated software is likely to play a greater role in the SEO domain, as the marketers will use AI-based tools to automate many tasks. Such systems will help speed up the analyses of large amounts of data and search for common patterns; thus, providing the data and insights that could have been very difficult to obtain without AI. For example, AI might be used to predict which keywords are most likely to trend in future or suggest content themes that are most closely aligned with the users’ interests. Consequently, the businesses will embrace such technologies to stay competitive and make their SEO efforts more effective. AI and machine learning tendencies will likely become one of the most important trends in SEO 2024 and will change both the strategies and the available tools for the SEO professionals.
The Growing Importance of User Experience (UX)
User experience (UX) has always been a huge part of SEO, but by 2024 it’ll be a massive proponent. Search engines are continuing to mature. To account for how users engage with your page, they’re putting more clout behind page load speed, mobile friendliness, and ease of navigation, among other elements. Businesses that are set to rule SEO by 2024 will better optimise for UX. You’ll want to ensure that your website’s design is responsive, your pages load quickly, and your content plays well across any device.
Another area of UX that’s poised to become a major SEO trend is satisfaction of the end-to-end user experience. Search engines are now increasingly able to measure things such as user engagement metrics, like time on page, bounce rates, and click-through rates, that it thinks reflect the quality of a website’s UX. Pages that provide a positive, engaging experience are more often likely to rank – and rank higher – than those which are clunky, unresponsive, or don’t provide a good experience. So, businesses need to be mindful of UX now, and in the future, as part of their SEO strategy – if they want their websites to appear in search results. In fact, the relationship between UX and SEO performance is set to become even stronger, and websites will need to be built with a strong user focus.
The Shift Toward Voice Search Optimization
The next real trend poised to affect SEO in the near future is voice search. With the rise of smart speakers, hearables, and voice-activated virtual assistants, more and more consumers are now searching by voice rather than by typing. This shift in search behaviour will require businesses to cater to voice searches in addition to written searches. Optimising for voice search will begin to play a major role in SEO in 2024 as voice commands become the preferred search method for many consumers, enabling them to search for information, make purchases, and interact with businesses online.
For those who haven’t already done so, this will mean a purposeful shift towards NLP (for natural language processing) and long-tail keywords. Because voice search is characterised by a greater degree of humanised conversation and is therefore (usually) longer than text-based search, traditional keyword strategies – which would benefit from short, one- or two-word fingertip searches – don’t appear to work so well yet. Able to facilitate answers that satisfy a more natural speech pattern – such as questions or phrases – businesses investing in SEO will need to begin to reinforce campaigns with phrases and flavours of query that searchers are likely to speak aloud. On the other hand, with many voice search queries comprising location-centric phrases, the imperative for businesses to initiate, or enhance, local SEO will be a buoyant feature of much of the near-future of SEO, too – with many having to re-educate themselves on how to research keywords and concoct content for consumption on the go.
The Impact of Video Content on SEO
SEO strategies incorporating rich video content are becoming more prevalent as having a video component on a website (which will inevitably lead to more backlinks) becomes more commonplace and as users continue to consume more video content such as vlogs, tutorials, live streams and so forth on platforms such as YouTube, TikTok and Instagram. From a search engine’s perspective, it makes sense to more heavily incorporate video across search to meet this growing demand, so by 2024 video SEO will play a more prominent role, with businesses needing to optimise their video content if they want to rank in search engine results pages (SERPs) – whether that be through optimising video titles, descriptions and tags or making content more accessible and engaging.
Furthermore, AI-powered search engines will get better at picking up video content and indexing it for regular search, which will drive more video pages to the top of search rankings for ‘how-to’ queries, tutorials, product reviews and other information-based searches. As a result, more brands should integrate video into their SEO strategy, with an emphasis on creating high-quality, informational video that answers user queries. Plus, websites can benefit from integrating video content into a page to boost user-engagement indicators like time-on-site and lower their bounce rate, both of which will support a healthy overall SEO strategy. As the future of SEO leans more heavily towards multimedia over simple text, video will be the ever-more-critical tool to drive traffic and improve search visibility.
The Evolving Role of Mobile SEO
Mobile devices now account for half of all web traffic, so it’s hard to overstate the significance of mobile SEO. Since more and more people are accessing the web via their smartphones and tablets, search engines are beginning to give preference to sites that are optimised for mobile search. In 2024, mobile-first indexing will be the future of SEO. This means that search engines will consider the mobile version of an individual site’s pages as the primary version for ranking and indexing. This shift in search will make it imperative for websites to be mobile optimised. Sites must now have responsive designs, load quickly on mobile browsers, and have navigation that’s easy to use on touchscreens.
Aside from technical optimisation, mobile SEO will also need to be about usability tailored to mobile visitors. That will involve ways of simplifying layouts for mobile, such as using wider buttons and bigger fonts for readability, and optimising floating applications and keyboards that appear as users scroll through a website. The other trend heating up mobile SEO is the increasing importance of searches related to local location data. The fact that a lot of mobile searches are made from people while they’re on the move, trying to find something in their immediate vicinity, tends to involve searching for nearby businesses or services. If businesses don’t make the effort to optimise for mobile SEO in 2024, they’ll end up missing quite a big chunk of their potential audience because search engines are partly ranking sites higher in their search results based on being mobile optimised. As mobile continues to dominate SEO in the future, businesses really need to gear themselves up for that.
The Role of Content Quality and E-A-T in SEO
While content has always been one of the pillars of SEO, in 2024, the focus on content quality will be more important than ever before. Search engines are already expanding how they assess website content to consider if it demonstrates a high level of Expertise, Authoritativeness and Trustworthiness (E-A-T). This is particularly important in areas such as health, finance and legal services where there are serious repercussions when false content is found – and search engines have their reputation on the line if poor sites are recommended or promoted too highly. As the future of SEO trends towards increasing emphasis on quality content becoming a higher barrier to enter in search rankings, businesses will be expected to invest more time in developing authoritative, well-researched content that really answers the question they’re seeking to tackle.
Beyond E-A-T, content needs to be fresh, relevant, involve readers and meet user search intent. Search engines are increasingly proficient at identifying stale or poor quality content, and those websites that don’t meet these criteria are apt to drop in the rankings. Success in SEO 2024 consists of a forward-thinking content strategy that addresses regular content updates, deep coverage of subject matter, and a mastery of search intent. Search engines are also likely to keep a closer eye on cleaning up dead links, as well as sites with poor user reviews and penalise those that do not. Prioritising the right audience and creating top-notch searchable content is key to earning credibility. Studies have indicated that content quality and E-A-T will most likely expand to be an important factor to be paid attention to in the future development of SEO.
Conclusion
As we anticipate the trends in SEO for 2024, it is clear that the future of SEO will be shaped by a combination of technological advancements and a deeper understanding of user behavior. From the rise of AI and machine learning to the growing importance of UX and mobile optimization, these trends will require businesses to adapt and innovate their SEO strategies to stay competitive. By staying informed and proactive, businesses can capitalize on these emerging trends and position themselves for success in the ever-evolving digital landscape. The future of SEO is dynamic and full of opportunities, and those who embrace these changes will be well-equipped to thrive in 2024 and beyond.
