Adapting to change is one of the most crucial skills for a business. The year 2023 has seen a remarkable amount of SEO changes, and as we enter 2024, we can expect more as artificial intelligence (AI) propels marketing into new advancements.
Companies leveraging organic visibility must align their strategies with search engine optimization (SEO) trends. Staying up to date with the latest SEO updates will ensure you’re well-equipped to elevate your online strategies and thrive in the dynamic world of search engines.
- Answer Engine Optimization (AEO)
Answer engines harness the capabilities of AI and natural language processing to give direct answers to user queries.
While a traditional search generates a list of web pages to respond to a query, answer engines deliver instant responses to specific questions. Answer engines revolutionize the search experience by eliminating the need for clicks and wait times.
To adapt to this trend, your SEO agency Philippines should employ answer engine optimization (AEO).
AEO is about creating content that directly addresses user queries and is easily readable and accessible for AI assistants. The approach involves identifying common questions posed to AI bots and voice-based search engines.
Unlike traditional SEO, which focuses on keywords, AEO is tailored to rank content in search engine answer boxes and featured snippets. The surge in voice searches and virtual assistants underscores the significance of optimizing for answers rather than just rankings.
- Google Search Generative Experience (SGE)
Google Search Generative Experience (SGE) is an experimental search feature that uses AI to provide concise overviews of search topics. It simplifies complex information without the need to visit individual web pages.
SGE presents user-friendly summaries of intricate topics, allowing users to quickly grasp essential details. It also suggests related questions and logical follow-up queries, enabling users to access relevant, in-depth information with just a few clicks. SGE streamlines the information-gathering process, allowing users to quickly find what they’re looking for.
The feature is currently an experiment, so users must opt-in to access it. As it becomes more widespread, it’s poised to alter how users engage with the search engine and influence site optimization for increased impressions and traffic.
- SEO Backlinking
Despite rumors from some experts suggesting that links will soon be surpassed by other ranking factors, empirical data suggests the contrary.
As emphasized by Semrush’s 2024 ranking signal report, the importance of earning backlinks, particularly from unique domains, continues to hold significant sway in search engine ranking. According to the report, eight of the top 20 ranking signals are linked to backlinks.
Social signals are poised to exert a growing influence on SEO backlinks. Search engines, including Google, consider social signals—likes, shares, and comments—indicators of content relevance and popularity. While not directly backlinks, brands that garner attention and share on platforms like Facebook, Twitter, and Instagram will likely gain more backlinks.
4. Video SEO
People are viewing video content at an unprecedented rate. The global count of digital video viewers is anticipated to hit 3.78 billion in 2024.
As video viewing increases, companies must work on their SEO strategy for better visibility and to find the right audience. Video SEO involves using relevant keywords in titles, descriptions, and tags and creating engaging, high-quality content. It also optimizes video metadata and makes videos shareable and accessible on different platforms.
Video SEO is also important for creating videos for social media marketing. Recent surveys suggest that Gen Z use TikTok as their primary search engine. Accurate captions, relevant titles, descriptions, and keywords help improve video visibility. There are also tools that can help transcribe videos and generate a rich supply of video content.
5. Transactional And Commercial Queries
Search engine results pages (SERPs) now provide more results for transactional and commercial queries. Semrush’s State of Search study indicates that Google has rebalanced the content displayed in the SERPs to prioritize beyond purely informational content.
Search intent has always been a pivotal component in SEO strategy. It helps SEO professionals align their content with the needs and desires of the user.
However, AI and conversational search technologies are advancing and transforming the landscape of queries and the trajectory of SEO. Users now interact with search engines more conversationally, frequently seeking immediate answers and employing voice search functionalities.
To optimize for transactional queries, guarantee that your product pages, pricing information, and other transaction-focused content are well-optimized for users and search engines. You can also utilize on-page SEO tools to confirm that pages are optimized for their designated keywords and align with user intents.
6. Zero Click Searches
“Zero clicks” refers to searches where users find answers directly on the Google SERP without visiting a website. On desktop, 25.6% of searches result in zero clicks, whereas on mobile, this occurs 17.3% of the time.
Commonly affected queries include those with prominently featured snippets and informational keywords.
To mitigate the impact of zero-click searches, adjust your strategy to prioritize securing featured snippets for queries not resulting in clicks. Achieving the featured snippet, also known as “position zero,” puts you in a prime position. This not only increases the likelihood of getting clicks from users exploring more information but also enhances brand recognition.
7. Topical Authority
Topical authority is a continuing trend in modern SEO, highlighted by Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in its ranking algorithms. Experience, expertise, and trustworthiness are crucial in determining a website’s authority.
This trend underscores the importance of being recognized as an authoritative source on specific topics or niche areas. A brand can demonstrate topical authority through the following:
- Content breadth – offering multiple high-quality pieces covering all related subtopics within your primary areas.
- Content depth – providing detailed, comprehensive articles addressing all questions about specific subtopics, including original reporting and insights (i.e., “experience”).
- Internal links – incorporating links between relevant pieces of content to showcase both the breadth and depth of your content offerings to users and search engines.
Conclusion
Despite the rising trend of users finding quick answers directly on SERP, businesses and websites cannot underestimate the significance of organic search visibility. Optimizing for search engines helps secure featured snippets and enhances the chances of appearing in answer boxes. It also contributes to a well-rounded online presence.
SEO continues to play a crucial part in maintaining a strong online presence and reaching target audiences effectively. With the help of an SEO Philippines company, you can elevate your SEO strategy and embrace the cutting-edge trends of 2024.
Partner with Digital Marketing Philippines (DMP) for expert guidance and tailored solutions. Contact us today to achieve your Google search engine 2024 goals.
Read more about the latest trends in digital marketing in these articles:
- Latest Digital Marketing Trends of 2024
- Trends in Web Design and Development
- Trends in Visual Marketing
- Key Trends and Insights in Content Marketing in 2024
References:
https://www.semrush.com/blog/future-of-seo/#3–answer-engine-optimization-(aeo)
https://www.wordstream.com/blog/2024-seo-trends
https://searchengineland.com/why-links-are-not-dead-437017
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.