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Having been in the search engine optimization (SEO) game for nearly a decade, I’m often asked what trends I predict could drive the success of website optimization strategies. One thing I can say is that trends are always evolving and not all trends are equally relevant.
However, a few of my top picks for the current year are covered in more detail below. I cannot overstate the importance of staying up to date with SEO industry trends. Doing so is a surefire way to stay relevant, successful and competitive online.
So without further ado, let me present my top SEO trend picks for 2024 to help you up your game and ensure you get the most out 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 considered two parts of the same coin. They both use large structured, semi-structured and unstructured datasets to help us SEO experts do our jobs with maximum efficiency and effectiveness.
While you probably already know what AI and ML are and what they can do, it’s important to understand that the use of these tools and technologies is becoming an indispensable part of an SEO specialist’s toolbox.
How can AI and ML be utilized to give you effective results for optimizing your online presence? There are many paths you can take. However, you can use these technologies to “pick the AI’s brain” and get help with aspects like content generation (think meta titles and descriptions) and keyword research.
But – as the cliche says – that’s not all. AI SEO tools can also help with voice search (for more on this, see below), hyper-personalization, mobile optimization, headline and title suggestion suggestions, analyzing data, identifying trends, generating ideas and article summaries, 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 complete small tasks means looking for solutions that can help speed up processes. Enter voice search into the mix. Voice search is a relatively simple concept, but it can be difficult to implement. This is when a person uses a smart device and instead of typing their search query, they speak directly to the smart assistant and ask it for the results. It’s also about SEO experts making this happen.
While the concept may be fairly straightforward, it does require some customization. When people e.g. speaking as opposed to type, they tend to use more natural language and long keywords when submitting their queries.
So to make sure your website or online content matches these searches, make sure you:
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Implement structured data
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Improve your page speed
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Understand your users’ search intent
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Target long-tail keywords
And when you incorporate NLP into the mix, which uses speech-to-text parameters, you’re much more likely to engage with your audience, producing faster and more accurate results.
Related: Why (and how) you should optimize your website for voice search
Mobile-first indexing and responsive design
Besides people being busy, they also tend to take their mobile devices with them wherever they go. It’s not uncommon for people to have their smartphones next to them when they sleep, not to mention taking them to meetings, lunches, work, gyms, social events and everything in between. What does this have to do with SEO?
The answer is clear: with people using their smartphones for so many different functions and keeping them close at hand almost all the time, mobile searches are becoming a critical part of SEO specialists’ efforts to keep up with the changing times.
Getting your website indexed for mobile search results will mean lower bounce rates, greater customer engagement and satisfaction, and higher levels of loyalty and trust in your brand as you provide them with ease, convenience and of course the chance to convert them into paying customers.
All of this is done using mobile-first indexing and responsive design, which is the ability and approach to adapt your website or online content to different platforms, devices, screen sizes, audience environments, layouts and orientations – and focus on different user behaviors. as you aim to cater to a wider market.
Content marketing and storytelling
The last trend that I think should be emphasized is the role of storytelling in content marketing. Whether it’s how your business started or how your business mission was developed, there are so many ways to create compelling content that entices and engages, as opposed to sounding sterile and conventional.
To this end, consider the right storytelling techniques when creating content. These techniques can range from defining the hero, creating a false start, foreshadowing, suspense, getting personal and many more. One thing they all have in common is that you can use them to weave a story around your brand to attract and captivate your readers.
Related: Digital Storytelling: How Brands Can Use Authenticity and Emotional Connection to Stand Out Online
There are many ways to get your audience’s attention online. But the trick is to keep it. For this reason, you need to up your SEO game in 2024 by following the trends I mentioned above and implementing them into your SEO strategy.
Unlike fashion, where trends come and go, trends in SEO are a sound investment and preparation for the future of online searches. If you’re able to master them, you’ll stay on top of your game and help your business rise to the top.