Like every new year, numerous changes are expected from search engines and consequently also for SEO.

In the early 1990s, search engines ranked websites according to their keyword correspondence.
As a result, companies started to base their strategy on keywords to increase their ranking, often even without a real match in the page content.

To limit this abundance of (often badly used) keywords, the algorithms became even more complex. Since the 2000s, new factors have been introduced that influence a site’s ranking: user experience, content quality, optimisation for mobile devices, site usability and user intent.

What should we expect in 2024? Let’s find out the three main trends of the year.

due esperte del marketing mentre studiano i trend del 2024 riguardanti il seo

#1 Search Generative Experience

This is Google’s AI-enabled feature, still in the testing phase, which will probably be released later this year. What is it about? It tries to understand the user’s search intent and provides AI-generated input in response to search queries.

Of course, humans are irreplaceable when it comes to setting strategies from a SEO perspective, but Google is certainly not wasting itself on chit-chat when it comes to devising new functions that are extremely fast and relevant to user needs, supported by AI.

Where does SGE’s potential lie?

  • anticipates users’ needs
  • presents targeted suggestions and relevant information before they are requested
  • offers intuitive navigation
  • above all, it saves time for users

It therefore results in extremely efficient search and gives brands the opportunity to identify emerging trends and identify the needs of their consumers. Your goal will then be to appear among the sources that the SGE offers users, how? By switching from traditional keyword optimisation to conversational query optimisation.

This will also be useful for the next trend, Voice Search.

#2 The Rise of Voice Search

The advent of voice assistants has revolutionised the way people interact with search engines. Voice search is indeed a trend that is set to grow exponentially in the coming years.

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What is it? It is a method of searching for information that allows users to ask questions using voice commands instead of typed queries on the keyboard. You know Siri, Google Assistant, Amazon, Alexa? That’s them!
Among the main advantages are the multitasking mode and the fact of searching for information in an agile and dynamic manner.

What does Voice Search entail? Obviously there is a greater focus on colloquial, natural and conversational language, as opposed to traditional queries characterised by short phrases and keywords.

How to calibrate your strategy? Optimise your content for voice search, which should therefore be more direct, clear and reflect the way people talk. Keep three elements in mind:

  • Conversational queries: “How much does a plane ticket from Milan to London cost?”;
  • Long Tail keywords and natural language: remember that typical user questions start with ‘How? Which? When? How much? Where?” and answer accordingly;
  • Local SEO: searches are often linked to the user’s location so be prepared to optimise your presence in a specific geographical area.

#3 Topical Authority or EEAT

We speak of the principles of Experience, Expertise, Authoritativeness and Reliability to which all those who create content for sites should aspire.
It is the system by which Google invites its Quality raters to evaluate content on the web. At a time when, with the advent of AI, it is increasingly difficult to generate unique and original content, Big G is aiming to provide high quality answers to users’ questions and that respond in a relevant way to people’s search intentions.

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How can you improve the topical authority of your site?

  • Create specific, relevant and quality content on detailed topics pertaining to your niche;
  • Increase the authority of your site by actively participating in forums and discussion groups;
  • Adopt a site structure that allows users to quickly locate content related and relevant to your business;
  • Get quality backlinks from authoritative sites and sources. You can read more about this in this article.

The SEO trends we have listed can offer you a great opportunity to optimise your strategy in a targeted manner. However, don’t forget that the best way to get ahead of your competitors is to be ready for change and to stay up-to-date on industry trends and news.