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Adaptation is rapid. Search engines move faster. Just when you think you've caught up with the latest search engine optimization (SEO) best practices, Google releases another algorithm update that makes you question your strategy. To stay on top of your game (and search results), you need to stay alert and quickly adopt the latest SEO tactics.
Fortunately, SEO strategists quickly understand the changes and summarize what works and what doesn't. Maintaining industry thought leadership allows you to adapt quickly and maintain organizational visibility.
Curious about the future of SEO? Here are the top SEO trends to watch in 2024.
Related: The Ultimate SEO Guide on How to Get 100,000 Monthly Visits from Google
local authority
SEO continues to evolve as algorithms change and user behavior changes. There is increasing focus on a brand's ability to demonstrate authority and expertise on a particular topic. SEO professionals call this “topic authority.”
In the context of SEO, topic authority is important because it helps search engines identify the most relevant and authoritative content based on a user's search query. In reality, establishing your brand as a go-to source for useful information is more important than increasing “keyword density” (an outdated tactic).
Let's say you run a software company. You can increase your brand's buzz by creating detailed blog posts that outline how you can use your software to solve specific business problems. You can publish video tutorials to help users navigate the setup, configuration, and integration of your software. By providing valuable content on these topics, we strive to establish our brand as a unique source of information.
To increase the authority of your business topic, you should:
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Rather than trying to cover a broad range of subjects, identify specific niche topics that are closely related to the main focus of your business.
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Use SEO tools like Semrush's topic research tool to identify related topics and subtopics within your niche.
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Demonstrate authority with expert author bios, cited authoritative sources, and well-researched content that addresses your users' needs and challenges.
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Focus on high-authority domains instead of high-volume domains and get backlinks from relevant and reputable websites.
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Keep your content “fresh” and up-to-date with more timely sources, updated information, and connections with the latest trends and insights.
Overall, search engine algorithms focus on websites that demonstrate topical authority as an indication that the brand is a trusted and accurate source for users. This increases your brand's chances of ranking for your target keywords.
Related: 10 SEO Tactics to Increase Website Traffic
Google Search Generative Experience (SGE)
Google's latest experiments in generative artificial intelligence aim to streamline the search experience and help users access relevant information faster. Although Google Search Generative Experience (SGE) is still in its infancy, it has the potential to reshape his SEO in the long run.
SGE makes content faster, more relevant, and more digestible for today's time-poor consumers. Although the search results look more or less the same, the content is organized in such a way that he can get more information in one search.
Generative AI in search allows you to:
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Understand topics faster
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Discover new perspectives and insights
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Get answers to your questions easier
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Access quick links to related content
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Get instant usage instructions
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ask more complex and descriptive questions
To test SGE, go to Chrome while signed in to your Google account, open a new tab in Google,[ラボ]Select the icon and[SGE、検索における生成 AI]Turn on.
What does SGE mean for business owners? While this may have a negative impact on traffic (users can find answers faster), it creates more relevant leads for brands. It could mean that your abilities could improve. Users need to explore their options before making a purchase, so by the time they land on your website, they may be in a better position to convert.
Additionally, only users who choose to use SGE will be able to see these results generated by the AI. Therefore, your usual SEO strategies will still work, but you should pay attention to new developments in this field.
Related: 5 Tips for Creating SEO Content That Gets Rankings
Response Engine Optimization (AEO)
AI is reshaping search in other ways as well. With the advent of “answer engines,” it has become more important to optimize content to quickly answer conversational queries.
Users want to quickly find answers without having to click on a web page. Google knows this, so answer boxes present answers and content in a simple and easy-to-understand way. This is why more brands are organizing their content into smaller, easier-to-use snippets.
For example, let's say your company sells smart home devices. A common search is “How do smart thermostats save energy?” In addition to writing blog posts about the benefits of smart thermostats, you can also create FAQ sections that directly answer questions, mark up your content using structured data markup, and add graphics that grab your readers' attention. can.
Similar to SGE, Answer Engine Optimization (AEO) is another way to incorporate AI into search. This world is changing rapidly, and brands need to keep up with these advances to stay relevant and known.
The SEO landscape is constantly evolving, requiring entrepreneurs to adapt quickly to stay ahead of the curve. To ensure sustained growth and online visibility, try the recommended steps below to proactively adapt to the latest trends and incorporate these strategies into your SEO practices. And to succeed in a competitive market, stay informed, adapt quickly, and embrace the future of SEO.