As we lead the way to 2024, digital marketers can anticipate more incorporation of AI into content creation and SEO, more Google advancement, and expert-written content. Search engines use machine learning and artificial intelligence to better understand user intent and generate more relevant results.
Google is more keen on authoritativeness, trustworthiness, experience, and expertise and is now more than ever advocating for high-quality content production. As is required, it is important to prepare for the anticipated changes. SEO is moving towards a more ethical, user-friendly, and technically advanced approach.
Understanding upcoming SEO trends will position you to generate more qualified traffic, rank higher, and connect with more customers. As we look at the trends, look at these casino safe internet banking tips for a safer and economically efficient online gambling experience in 2024.
Moving on, let us look at SEO trends that will shape the digital marketing space in 2024.
Focus on Topical Authority
There is an increased focus on niche expertise. Digital marketers are now keen on creating strategies that allow them to demonstrate their expertise in particular fields or topics. Topical authority is, therefore, something you want to look into.
You are probably wondering how to achieve that. Topical authority involves strategies that will put you on the map as a go-to fount of information in a particular niche by ensuring your content comprehensively covers the subject matter.
While it has already started, in 2024, Google will continue prioritizing content exhibiting authority. You need a strategic approach to optimization and content creation to demonstrate authoritativeness. Focus on creating expert, comprehensive, and high-quality content on a specific topic and create an expansive catalog of relevant topics and subtopics.
It is also important that you build a website architecture that makes it easy for bots and humans to find relevant content on your website.
Get Ready for Search Generative Experience
Get ready for Search Generative Experience (SGE) with search engine optimization. The exploratory stage of SGE is already building anticipation in the industry and has great potential to rock the digital marketing boat come 2024.
Digital marketers need to know when to work with and when to work against generative AI. Note that AI will affect the performance of data gathering and search queries, and for this reason, search success may be determined by how discoverable you are by generative AI.
SEO strategists should be on the lookout for opportunities that will expose their brands to users. While at it, keep in mind that humans remain a crucial aspect of developing and implementing SEO strategies.
Video SEO
Video content presents a great opportunity for digital marketers. Now more than ever, people are consuming video content, and global digital video viewers are expected to reach 3.5 billion before the year ends.
If you are still not convinced that video content will be important in 2023, remember that more than half of digital content consumers tend to share video content more than any other type. In 2023, 91% of businesses used video content for marketing, which demonstrates how effective brands find this type of content.
Another interesting statistic that will make you revisit your video marketing strategy is that 89% of consumers say that they are convinced to buy a product or service.
How can you prepare for this trend? Start by creating a solid video strategy and grab your camera. Remember that non-video marketers are making plans to generate video content, so expect competition. It is imperative that you take time to develop your video strategy for optimal results.
With a good strategy, your content will stand out and get many views, and your target audience will keep returning for more. You can use keyword research tools to get and implement relevant keywords in the videos’ tags and descriptions to boost visibility.
Evolving User Search Intent
User search intent is evolving to commercial and transactional queries. Google is amending SERPs to shift the focus away from solely informational content. There is a growing trend in commercial and transactional keyword groups but a decline in informational and navigational keyword groups.
Keep in mind that search intent has always been a critical component in every SEO strategy, as it ensures the content produced aligns with the needs of consumers. So, what do you need to do to adapt to the changing user search intent?
Digital marketers should be keen to understand the new intent. They can use keyword research tools to evaluate how keywords relevant to your niche are being used, with a special focus on commercial and transactional intents.
You can also optimize for transactional by ensuring your pricing pages, product pages, and other transaction-based content are optimized for users and search engines.
A Move to Alternative Platforms from Google-Dominated Search
Users are turning to platforms like YouTube, TikTok, Reddit, and Pinterest for answers. This means there will be growth in the breadth of search marketing, and marketers need to use data from non-traditional sources to maintain relevance in SEO.
SEO professionals and digital marketers must adjust their KPIs as new success indicators arise and directing organic traffic becomes more complex. Brands will be tasked with establishing the right balance of search platforms that work well with their business goals.
Take Away
The most valuable skills a digital marketer or SEO professional can have are agility and adaptability to change. Many changes have already taken place in 2023, and there will be more to come in 2024.
2024 will be an exciting year for SEO, and with the influence of machine learning, expect more content opportunities. Leverage AI tools to adapt to evolving trends and drive SEO growth.
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