Since AI revolutionized SEO, a lot happened, we can’t cover everything here but these five key SEO trends for 2024 are essential for all businesses to know—along with tips to help you prepare.
1. Google is raising the bar on high-quality content
In 2023, AI took center stage in content creation, leading to significant shifts in search algorithms. Google’s primary objective is to deliver content that users find engaging, trustworthy, and aligned with their search intent.
As the web becomes increasingly flooded with AI-generated content, high-quality material is becoming a rarity. Google’s search algorithm is responding by tightening its criteria for what qualifies as rank-worthy content. Post-AI, there’s a growing emphasis on understanding and fulfilling user intent by directly addressing the questions and needs of the target audience.
It’s not just Google that’s weary of low-quality content. A significant portion of B2B sellers—57%—dismiss marketing content as generic and unresponsive to their needs.
So, what does this mean for B2B marketing and sales content in 2024? It highlights the importance of being cautious when using AI for content creation.
AI can be a powerful tool for scaling content production, but it shouldn’t come at the expense of quality. User experience must remain the cornerstone of any content strategy.
Recent changes to Google’s algorithm also suggest a preference for content that feels more human and less machine-generated.
While AI-driven content creation continues to grow, there’s a rising demand for human SEO writers who can craft content that resonates with both users and search engines.
To create quality content that appeals to both, use AI as an aid in editing rather than as the primary writer.
How to Use AI in Content Creation:
- Create outlines for SEO blog posts.
- Incorporate the right keywords into your content.
- Convert information into bullet points.
- Generate interesting synonyms.
- Shorten sentences for clarity.
- Identify grammar and spelling mistakes.
- Transcribe interviews efficiently.
What Not to Use AI For:
- Creating entire content pieces with minimal human oversight.
Businesses should leverage AI to enhance and scale their content marketing efforts while maintaining the personal touch and expertise that only humans can provide.
Remember, Google values websites that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). If your website embodies these qualities, it’s more likely to rank higher in search engine results.
2. The Rise of Google’s Search Generative Experience (SGE)
Google’s Search Generative Experience (SGE) is gradually reshaping how users interact with search engines by offering AI-generated results at the top of the SERPs. SGE aims to enhance user experience by providing clear, concise answers to queries, along with visuals and prompt suggestions to guide further searches.
Though SGE isn’t a chatbot, it acts more like a conversational AI assistant than a traditional search engine, indicating a shift in how we may approach SERPs in the future. However, SGE hasn’t fully taken over yet, and it may take some time before it completely transforms search behavior.
To prepare for SGE, focus on creating content that:
- Directly answers user queries: SGE prioritizes content that gets to the point quickly, just as users expect.
- Utilizes bullet points: Breaking down information into lists and sections helps SGE understand your content better.
- Covers topics comprehensively: SGE may direct users to other search results that cover similar topics, so building content clusters is essential.
- Includes high-quality images: SGE displays relevant visuals, so incorporating infographics and other images can add value.
While it’s unclear how SGE will ultimately affect user behavior, the best approach is to continue creating high-quality, user-focused SEO content.
Additional Tip: Don’t overlook the importance of technical SEO, such as optimizing for Core Web Vitals—Google’s key metrics for user experience.
3. The Growing Importance of Topical Authority
Establishing topical authority—becoming the go-to source of information on a specific topic—is increasingly crucial, especially for B2B companies. Beyond thought leadership, topical authority is becoming a significant ranking factor.
Creating content clusters with well-structured internal links helps both users and Google find relevant information. Building topical authority also aligns with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
When building topical authority, consider:
- Understanding your target audience: Research their needs, preferences, and pain points to create content that resonates.
- Publishing consistently: Regularly update your content to keep your audience engaged and show your dedication to the topic.
- Optimizing for search engines: Implement SEO best practices, such as keyword optimization and earning high-quality backlinks, to ensure your content is easily discoverable.
By consistently providing valuable and trustworthy content, you’ll position yourself as an expert in your field, gaining favor with both users and search engines.
4. Regular Content Updates Matter More Than New Content
In 2024, regularly updating your content is more critical than ever to maintain your rankings. Google favors fresh, relevant content in its SERPs, keeping content creators vigilant.
With the sheer volume of content being published daily, competition is fierce. Outdated content risks losing its ranking, and as facts and insights evolve, staying current is essential to remain the go-to information source.
Tips for keeping content fresh:
- Conduct regular content audits: Identify and update outdated or irrelevant content across your website.
- Monitor industry trends: Stay informed about the latest developments in your industry to keep your content relevant.
- Engage with your audience: Use feedback to refine and update your content.
- Regularly research keywords: Identify new opportunities and optimize existing content based on search trends.
- Repurpose content: Refresh existing content by converting it into different formats, such as videos, infographics, or social media posts.
Remember, refreshing content isn’t just about updating information—it’s also about ensuring your content aligns with your brand and target audience’s evolving needs.
5. The Rise of Zero-Click Searches
Zero-click searches, where users find the information they need directly from the SERP without clicking through to a website, are on the rise. This trend makes it harder for businesses to drive traffic to their sites.
As Google provides more direct answers within the SERPs, it’s crucial to adapt your strategy to remain competitive.
Here’s how to prepare for zero-click searches:
- Build thought leadership: Position your business as an industry authority to increase the likelihood of clicks when your site appears in the SERPs.
- Optimize for featured snippets: Aim to rank for featured snippets by structuring content to provide concise, direct answers to common questions.
- Diversify your marketing channels: Expand beyond SEO by incorporating social media, email marketing, and industry-related sites into your strategy.
Finally, focus on creating a dedicated following that recognizes your brand as the go-to source for information. By doing so, you’ll reduce your reliance on Google for traffic and ensure that users think of your brand first when they need answers.