SEO strategies are always changing, and agile marketers must adapt to new developments. This year, a few key trends will impact SEO.
One trend is Google’s refined approach to content quality. The search engine is aiming to reduce unhelpful, low-quality websites, aligning with the company’s larger push for more useful content.
1. Google’s Search Generative Experience (SGE)
Google is changing SEO in 2024 by introducing AI-powered search engine results (SERP) known as Search Generative Experience (SGE). This new approach to SERP snippets removes links and instead reorganizes content from various sources into an information hub that’s easy to navigate and can help users find the answers they need without clicking through a website.
SGE presents searchers with clear, visually appealing snapshots of relevant information. These snapshots include news articles, personal blogs, customer reviews, social media posts, business listings and other information sources that are curated to provide a more holistic answer to a user’s query. SGE also provides related searches and suggested follow-up questions to help searchers dive deeper into the topic.
SEO firms have been analyzing SGE and its impact on organic search traffic, but the results are unclear at this point. Some experts fear that SGE will lead to a significant shift in the digital landscape, while others are optimistic that SGE will unveil valuable opportunities for sites that weren’t previously considered high-quality resources. Regardless, it’s important to remain aware of these changes and adapt accordingly.
2. Google’s Dark Funnel
Modern users do extensive research before deciding to purchase products or services. Their research takes place across a variety of channels, from search engines to review sites and social media discussion groups. As marketers, we tend to focus on tracking and optimizing demand-generation activities on our own websites. This leaves us largely unaware of the dark funnel, a collection of channels where brands are mentioned but not directly linked to measurable metrics like website traffic and conversions.
A recent Google update centered around helping content highlights the need to align SEO tactics with user needs. This is not a new concept, but it’s becoming increasingly important as search engine algorithms evolve.
In 2024, this will mean a renewed emphasis on creating content that offers value and addresses users’ search intent. It will also require a greater emphasis on establishing author authority and credibility through thought leadership. Additionally, incorporating contextual visuals into content will be crucial for increasing SERP visibility and expediting content indexing. The future of SEO is bright, but it requires an agile approach to stay ahead of the competition.
3. Google’s Core Update
Google’s Core Update rolled out in March 2024, and it targeted a number of different tactics to reduce the number of low-grade web pages that were created solely for search engine visibility. Among other things, this update penalized cloaking (displaying different content to search engines than to users), sneaky redirects, and parasite SEO—the practice of exploiting reputable sites to host lower-quality content.
This update is more comprehensive than other Google algorithm updates and involves changes to multiple core systems, according to the company. As a result, SEOs should be prepared for volatility in their rankings over the course of three to four weeks.
Google has also refined its ability to detect and punish expired domain abuse—a favorite trick of SEOs who build PBNs. And it’s cracking down on AI abusive tactics, such as creating low-quality content at scale to manipulate search engines. Those who employ these black-hat tactics may be hit with a penalty, including de-indexation or manual spam penalties. As Google continues to prioritize high-value, helpful content, avoiding these types of practices is the best way to maintain your search visibility.
4. Google’s AI-Powered Knowledge Graph
The way search engines work is changing, and this is primarily due to the rise of artificial intelligence. Google is furiously working to enmesh AI into its overall experience, making it possible for the future to answer questions directly on SERPs without users having to click through.
To make this happen, Google has introduced the Knowledge Graph. The KG is an algorithmic response to a user’s query that appears at the top of search engine results pages (SERPs). It provides clear, concise answers, relevant visual information, and a conversational engagement model.
Using data gathered from a variety of sources, the Knowledge Graph displays information about real-world entities—people, places, organizations, and things. These attributes are then used to create a confidence score for each entity, which determines how prominently it is displayed.
This new paradigm will likely cause SEO strategies to shift towards content that is highly original, helpful, and aligned with E-E-A-T guidelines. In the future, marketers will need to focus on becoming a trusted source of information on a specific topic—ensuring that they are covering all aspects of the subject.
5. Social Media
As search engines continue to become increasingly sophisticated, they’re placing more emphasis on user intent and content relevance. That’s why it’s crucial to understand the kind of SERPs that show up for relevant searches in varying contexts and ensure your SEO strategy is in line with those trends.
Another factor to monitor is social media’s role in SEO. Social signals, like shares, likes, and comments, have a direct impact on search engine rankings. A well-optimized social media profile and a strong social media marketing strategy can contribute to a website’s ranking in organic search results.
Ultimately, the future of SEO is leaning towards a more user-centric, ethical and technically advanced approach. At Amir The Pro, we’re constantly adapting to new digital trends and leveraging them for our clients’ SEO campaigns. Our team of experienced marketers can decode the latest developments in social media and SEO and translate them into effective strategies. This ensures our clients’ websites rank higher, generate more traffic and connect with potential customers. Contact us to learn more about our comprehensive SEO services.
Final Notes!
As the future of SEO shifts towards user-centricity and technical advancements, it is essential to work with SEO experts like Amir Khurshid, who can navigate the evolving landscape. By staying up-to-date with digital trends and implementing effective strategies, businesses can ensure higher rankings, increased traffic, and better connections with potential customers. With Amir’s comprehensive SEO services, you can stay ahead in the ever-changing world of search engine optimization. Contact us today to learn more.