Mastering SEO trends for 2024

Are you ready to conquer new SEO trends in 2024? Get ready because the rules of the game are changing! Artificial intelligence (AI) tech is shaking things up, and user behavior is evolving faster than ever. But don’t worry — we’re here to guide you through the exciting new landscape of search engine optimization. 

Let’s review some of the major SEO trends we’ve seen so far this year, and look at ways you can respond to these innovations without the need to scrap your existing SEO strategy. 

SEO trends that have already changed the game

As we cruise through the second half of 2024, it’s time to level up your SEO game. In this section, we’ll take a closer look at some of the biggest trends shaking up the search landscape. Get ready to discover what they mean for your website and how you can harness them to your advantage. And don’t be afraid to embrace the change — these trends are full of opportunities for you to shine.

The rise of AI-powered search 

One of the most significant trends transforming the SEO landscape is the integration of AI into search engine algorithms. Google’s Search Generative Experience (SGE), a prime example, leverages AI to provide comprehensive, custom-generated results at the very top of many results pages. This innovative approach enhances user interactions by delivering concise answers, relevant visuals, and a conversational engagement model.

While SGE is currently available to a limited audience, Semrush believes its potential impact on SEO is undeniable. It will likely reshape how users interact with search engines and how websites optimize their content to generate impressions and traffic. To prepare for this shift, you should focus on creating content that directly and comprehensively answers user queries, ensuring relevance and visibility within the AI-generated snippets, ultimately driving organic traffic.

A recent leak of internal Google documents by SparkToro could signal even more upcoming changes to search algorithms and SEO best practices. While the details remain uncertain, this shows the importance of staying informed in the ever-evolving SEO landscape.

The emergence of AEO

The rise of AI-powered search experiences is closely tied to the emergence of Answer Engine Optimization (AEO). Analyzing search queries to create competitive content that meets user needs is crucial. As users increasingly seek fast answers without clicking through to web pages, writing content for “answer engines” like ChatGPT, Google SGE, and Microsoft’s Bing chatbot becomes essential.

AEO prioritizes optimizing content for answer-based queries, emphasizing concise, clear, and direct language that AI and machine learning algorithms can quickly digest. Implementing a robust Q&A format, structuring content around common questions and scenarios, and incorporating conversational keywords and phrases are vital to enhancing visibility in these answer engines.

The pursuit of topical authority

As search engines prioritize trustworthy and expert content, establishing topical authority has become a key SEO trend. According to Semrush, topical authority involves becoming a go-to source for information on a particular topic or niche, ensuring that your content comprehensively covers all facets of the subject matter. Considering search volume alongside other quality indicators in keyword and content research is crucial for this process.

To achieve better topical authority, create a cohesive content catalog on highly related topics, implement a URL structure that uses easy-to-understand navigation, and regularly update content to ensure it remains current and valuable.

The urgent need for video SEO

In the age of multimedia consumption, video SEO presents a big opportunity for you to increase your customer base and drive growth. With many users actively seeking video content first, optimizing for video SEO will likely be the number one growth channel for quite some time.

To capitalize on this SEO trend, incorporate target keywords in video titles, descriptions, and tags to enhance discoverability. This strategy includes strong keyword research, compelling thumbnail designs, transcripts for accessibility, and optimized metadata and descriptions. 

The time to change your strategy is now

Ready to start driving change now? Don’t think of these emerging SEO trends as obstacles—they’re your golden ticket to getting ahead of the competition. Adapting your strategy now can give you a serious edge. So, let’s explore two key ways to revamp your existing SEO approach and get ahead of the curve.

Refreshing existing content for relevance

In the face of rapidly increasing content streams and diminishing shelf-life, regularly refreshing and updating existing content has become a pivotal strategy for maintaining relevance and rankings in the SERPs. Analyzing user behavior is crucial to ensure content aligns with needs and preferences. This process goes beyond merely keeping facts or figures up-to-date — it requires ensuring that content continues to engage, adheres to SEO best practices, and competes effectively with newer content that’s been published online.

Take a close look at your existing content. Consider adding Q&A sections to address common queries and provide quick answers. Do you have high-traffic articles? Turn them into engaging videos to tap into the power of video SEO. Remember to pay attention to the keywords your content currently ranks for and see if you can optimize it further. 

A helpful tip is to work through older content one broad topic at a time. Refresh the information, optimize for those keywords, and weave in internal links to other relevant posts or pages. This helps search engines (and users) discover all your valuable content.

Adapting to changing user needs

As Google recalibrates SERPs to divert attention from purely informational content, user search intent is becoming more transactional and commercial. Here’s how to optimize your site for this shift: 

1. Beyond information – Ensure your content is informative and addresses users’ needs to buy, compare, or take action.
2. E-commerce focus – For WooCommerce stores, use plugins like Rank Math to optimize product and pricing pages with detailed descriptions, clear calls to action, and relevant keywords.
3. Voice search ready – As voice search grows, think about how people speak naturally. Optimize for longer, conversational keywords (“Where can I buy…” instead of “buy”).
4. Data-driven decisions – Use analytics tools to monitor search performance. What are users searching for on your site? Adjust your strategy based on accurate data.

Embrace online change and plan for the future

As we look into the future of SEO, one certainty emerges: change is inevitable. The landscape of search engine optimization will continue to evolve, driven by technological advancements, shifting user behaviors, and the relentless pursuit of delivering the most relevant and engaging online experiences. The future of SEO is not a destination but a journey —  one that demands a willingness to learn, adapt, and evolve. 

If you are new to website optimization or want to revisit the basics, check out our free SEO course for beginners, solopreneurs, and small businesses.