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Having worked in search engine optimization (SEO) for nearly a decade, I am often asked what trends can drive a successful website optimization strategy. One thing I can say is that trends are constantly evolving, and not all trends are equally relevant.
However, I will go into more detail below on some of my top picks for this year: The importance of staying on top of SEO industry trends cannot be overstated – doing so is a surefire way to stay relevant, successful, and competitive online.
So, without further ado, I would like to present my top picks for SEO trends for 2024 to help you strengthen your SEO strategy and make the most of your SEO efforts.
Related: The Future of SEO — 3 Trends Every CEO Should Know
Artificial Intelligence (AI) and Machine Learning (ML) in SEO
AI and ML can be thought of as two sides of the same coin – both work with large structured, semi-structured, and unstructured datasets to help SEO professionals perform their work with maximum effectiveness and efficiency.
You probably already know what AI and ML are and what they can do, but it’s important to understand that the use of these tools and technologies is becoming an essential part of an SEO specialist’s toolkit.
How can you leverage AI and ML to deliver effective results in optimizing your web presence? There are many ways to choose from. However, you can use these technologies to “tap into the AI ​​brain” and get assistance with aspects such as content generation (e.g. meta titles and meta descriptions), keyword research, etc.
But, as the saying goes, there’s more to it than that: AI SEO tools can also help with voice search (more on that below), hyper-personalization, mobile optimization, suggesting headlines and titles, analyzing data, identifying trends, generating ideas and article outlines, and much more.
Voice Search and Natural Language Processing (NLP)
One thing we can all agree on is that people are busy. Less time to spend on small tasks means looking for solutions to speed up the process. Enter voice search. Voice search is a relatively simple concept, but it can be hard to pull off. Voice search is when you use your smart device to speak directly to a smart assistant to ask for results instead of typing a search query. And it takes an SEO expert to make it happen.
The concept is pretty simple, but it does require some adaptation: when you speak instead of type, for example, you tend to use more natural language and long-tail keywords when submitting queries.
So, to ensure your website and online content caters to these searches, you need to keep the following in mind:
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Implementing structured data
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Improve your page speed
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Understand user search intent
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Target long-tail keywords
Additionally, incorporating NLP into the mix using speech-to-text parameters increases the chances of catering to your audience’s needs and delivers faster, more accurate results.
Related: Why (and how) to optimize your website for voice search
Mobile-First Indexing and Responsive Design
Not only are people busy, but they also tend to carry their mobile devices with them wherever they go: to meetings, lunches, work, the gym, social events, and of course, it's not uncommon for people to even have their smartphones by their side while they sleep. What does this have to do with SEO?
The answer is clear: as people use their smartphones for a variety of functions and keep them almost always at hand, mobile search is becoming a vital part of SEO specialists’ efforts to keep up with the changing times.
Having your website indexed in mobile search results reduces bounce rates, increases customer engagement and satisfaction, and boosts brand loyalty and trust because of increased usability and convenience, and of course, the opportunity to convert customers into paying customers.
All this is achieved with the help of mobile-first indexing and responsive design – the capabilities and approach of adapting websites and online content to different platforms, devices, screen sizes, user environments, layouts and orientations, focusing on different user behaviors to cater to a wider market.
Content Marketing and Storytelling
A final trend worth highlighting is the role of storytelling in content marketing. Regardless of how your business started or how your business mission was developed, there are many ways to create content that is compelling and interesting, rather than bland and generic.
This is why you need to consider proper storytelling techniques when creating your content. These techniques can range from defining a protagonist, false starts, foreshadowing, suspense, personal content, etc. What they all have in common is that they allow you to weave a story around your brand to draw and captivate your readers.
Related: Digital Storytelling: How Brands Can Leverage Authenticity and Emotional Connection to Stand Out Online
There are many ways to capture your audience's attention online. But keeping that attention is key. That's why in 2024 you need to step up your SEO by following the trends mentioned above and implementing them into your SEO strategy.
Unlike fashion trends that come and go, SEO trends are a sound investment and preparation for the future of online search. Mastering the trends will help you stay on top of things and propel your business to the top.
