Search engine optimization (SEO) is a dynamic and ever-changing field that requires constant adaptation and innovation. As we enter 2024, SEO professionals and marketers need to be aware of the key trends and expectations that will shape the future of search and online visibility. Here are some of the most important SEO trends and expectations for 2024, based on industry experts and data.
Trend 1: Mobile-First SEO, Research & Quality
Mobile devices have become the primary way of accessing the internet for most users, especially in emerging markets. According to Statista, mobile devices accounted for 56.5% of global web traffic in 2023. This means that SEOs need to optimize their websites and content for mobile-first indexing, which Google has been rolling out since 2018. Mobile-first SEO involves ensuring that the website is fast, responsive, user-friendly, and provides a seamless experience across different devices and screen sizes. Additionally, SEOs need to conduct mobile-specific keyword research and content creation, as mobile users may have different search intents and preferences than desktop users. For example, mobile users may prefer voice search, local search, or visual search over text-based queries.
Trend 2: Voice Search Optimization
Voice search is another trend that is driven by the increasing use of mobile devices and smart speakers. Voice search allows users to interact with search engines using natural language and voice commands, rather than typing keywords. According to Juniper Research, voice-based ad revenue could reach $19 billion by 2024. This means that SEOs need to optimize their websites and content for voice search, which may differ from traditional search in several ways. For instance, voice search queries tend to be longer, more conversational, and more question-based than text-based queries. Therefore, SEOs need to use natural language processing (NLP) and semantic analysis to understand the user intent and provide relevant and accurate answers. Moreover, SEOs need to leverage structured data and schema markup to help search engines understand the context and meaning of the content and display rich results, such as featured snippets, knowledge graphs, and answer boxes.
Trend 3: Emphasis On Highly Specific Keywords
As search engines become more sophisticated and user-centric, they are able to provide more personalized and relevant results for each user. This means that SEOs need to focus on highly specific keywords that match the user intent and the stage of the buyer journey. Rather than targeting broad and generic keywords that have high competition and low conversion rates, SEOs need to target long-tail and niche keywords that have low competition and high conversion rates. Long-tail and niche keywords are more descriptive and specific, and therefore more likely to capture the user’s attention and interest. For example, instead of targeting “SEO services”, SEOs can target “SEO services for small businesses in Turkey” or “SEO services for e-commerce websites in 2024”.
Trend 4: AI-Based Content Crackdown
Artificial intelligence (AI) has been a game-changer for SEO and content creation, as it can help SEOs automate and optimize various tasks, such as keyword research, content analysis, content generation, and content distribution. However, AI also poses some challenges and risks for SEO and content quality, as it can also be used to create low-quality, spammy, or misleading content that can harm the user experience and the website reputation. For example, AI can be used to generate fake reviews, fake news, or fake social media profiles that can manipulate the user behavior and perception. Therefore, SEOs need to be vigilant and ethical in their use of AI, and ensure that their content is original, authentic, and valuable for the user. Moreover, SEOs need to monitor and audit their content regularly, and use tools and techniques to detect and remove any AI-generated content that may harm their website or brand.
Trend 5: Embracing AI For Answer Generation
While AI can be a threat for content quality, it can also be an opportunity for content innovation and differentiation. As search engines become more intelligent and conversational, they are able to provide direct and instant answers to the user queries, rather than just links to web pages. This means that SEOs need to embrace AI as a tool for answer generation, and use it to create content that can provide the best possible answer for the user query. For example, SEOs can use AI to create content that can answer complex or multi-faceted questions, such as “What are the best SEO practices for 2024?” or “How to optimize a website for voice search?”. SEOs can also use AI to create content that can answer questions that are not explicitly asked, but implied by the user context, such as location, device, or previous search history. By using AI for answer generation, SEOs can enhance the user satisfaction and engagement, and increase the chances of ranking higher and getting more clicks.
Expectation: Highly Researched And Quality Content Will Win
The ultimate expectation for SEO in 2024 is that highly researched and quality content will win the race for online visibility and authority. As search engines and users become more demanding and discerning, they will favor content that is well-researched, well-written, well-structured, and well-presented. Content that is based on credible sources, data, and facts, and that provides in-depth and comprehensive information, insights, and solutions for the user query. Content that is clear, concise, and consistent, and that follows the best practices of grammar, spelling, and formatting. Content that is attractive, engaging, and interactive, and that uses various elements, such as images, videos, infographics, charts, and graphs, to enhance the visual appeal and the information delivery. Content that is optimized for both search engines and users, and that uses the right keywords, meta tags, headings, links, and schema markup to improve the ranking and the click-through rate. Content that is original, authentic, and valuable, and that provides a unique and memorable experience for the user.
Author: Hakan Karaman
