Top 5 SEO Trends 2024

Top SEO Trends of 2024

2024 is an exhilarating time for those who are in the world of Search Engine Optimisation (SEO). With search engines constantly evolving, staying ahead of the curve is crucial to success.

This blog post aims to unwrap the top 5 SEO trends of 2024, providing you with the insights needed to navigate the changes and keep your digital presence thriving.

Key Trends (TLDR) – Table of Contents

In the ever-evolving world of SEO, 2024 is set to bring some fascinating trends to the forefront, each poised to significantly impact how we approach search engine optimisation.

1. Google SGE (add internal links to each H3 here)

2. Experience, Expertise, Authoritativeness, and Trustworthiness

3. AI

4. User Behaviour

5. Topical Authority

Together, these trends are steering us towards a more sophisticated, user-focused SEO strategy for 2024.

1. Google Search Generative Experience (SGE) and Its Impact on SEO

‘Search Generative Experience’ (SGE) represents the cutting-edge frontier in SEO, blending the prowess of AI with the intricate dynamics of search to offer users a more intuitive and responsive online search experience.

At its core, SGE leverages machine learning to not just interpret user queries but to generate content that directly answers the searcher’s intent, thereby elevating the standard for relevance and precision in search results. 

SGE for SEO Success

An advocate for SGE, renowned SEO expert Dr. Hannah Foreman, eloquently summarises its impact:

“SGE is revolutionising how we think about search, transforming passive results into dynamic, tailored responses that directly engage with the user’s query.”

This quote encapsulates the essence of SGE; it’s not merely an evolution in visual search technology but a change of gear towards creating a more interactive, personalised visual search environment that anticipates and satisfies user needs with unprecedented accuracy. 


To explore the impact of SGE on SEO, you can refer to articles and insights from reputable sources like Search Engine Journal and Search Engine Land. These resources can provide valuable information on how Google’s SGE may influence SEO strategies and web page performance. 

Limited impact of SGE on Search Engine Results

As SGE revolutionises the way organic searches are handled, it prompts a reevaluation of conventional SEO methodologies. This means that keyword research alone is not enough to boost organic traffic through Google. 

A guy looking for SEO trends on the laptop

What does this mean for the Future of SEO?

This doesn’t imply that SEO has become obsolete. Rather, it underscores a shift towards a more content-centric approach, where the quality, relevance, and value of information provided to the user take precedence.

2. The Growing Importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in Content Ranking

In 2024, the SEO landscape is increasingly governed by the principle of E-E-A-T—standing for Experience, Expertise, Authoritativeness, and Trustworthiness.

Formerly simply E-A-T, the first ‘E’ for experience is an emphasis on the importance of reviews by the customer alongside the prowess of the content and its search engine optimisation.

As SEO expert Adam Collins states in his book ‘Local SEO Guide for Small Businesses’:

“Google does not rank websites based on how “pretty” they are.”

By incorporating real-world insights and proven knowledge, content creators can signal to search engines the depth of their expertise and the reliability of their information.

Increased Focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)

E-E-A-T not only underscores the importance of authoritative content but also highlights the significance of demonstrating tangible, practical experience behind the wisdom shared.

The Importance of Unique Insights

A business owner who praises using first-hand experience as a factor for content ranking is Neil Patel. Neil Patel is a well-known entrepreneur, marketer, and author who emphasises the importance of first-hand experience to create valuable and engaging content that stands out in the digital landscape. There’s also the opportunity for link building to external pages for authoritativeness.

Prioritising Subject Matter Expertise

In 2024, diving deep into SEO means putting subject matter expertise at the forefront of your web pages, especially for those in the YMYL (Your Money or Your Life) sectors.

A economic crash and an impending earthquake

Your Money or Your Life (YMYL)

YMYL refers to businesses that play a role in personal finance or health, and thus gain precedence within search rankings. Whether it’s an economic crash or an impending earthquake chances are you’ll want to know about it.

Create High Quality Content

Let’s talk about why this is a game-changer. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework has evolved, and it’s more critical than ever to ensure your content isn’t just fluff.

It’s all about bringing genuine expertise to the table, especially when the internet is so saturated with misinformation.

Genuine Expertise

Picture this: a finance blog that’s actually run by a financial whiz with years of experience, or a health site where real doctors share their knowledge.

Are you more likely to listen to one of these people than someone on Reddit?

These aren’t just better for user trust; they’re goldmines for SEO. They climb the content ranking ladder, proving that when you bring real expertise into the mix, the internet listens, and so do search engines.

First-hand Experience as a Ranking Factor

By focusing on first-hand experiences, SEO strategists can ensure their content not only meets but exceeds the expectations of both their audience and search algorithms, marking a new era of content ranking predicated on expertise and experience.

Let’s face it. If you’re searching for a place for dinner in a new city, you aren’t going to pick the restaurant without a review.

Google Maps showing different restaurants in a city that are close to each other, one has many reviews, the other has none

3. The Rise of AI and Machine Learning

The SEO landscape is witnessing a monumental shift, revolutionising how content is crafted and consumed.

Artificial Intelligence (AI) is the forefront of not only SEO but the whole technological sphere.

But AI tools are not just about churning out content; they’re about producing high-quality that resonates deeply with the target audience, ensuring that every piece is optimised for SEO from the get-go.

AI Generated Content

As search engines become smarter, the integration of AI into SEO practices ensures that businesses can navigate algorithm changes with ease, ensuring their content remains relevant and visible.

Failure to grasp that AI is one of the key SEO trends in 2024 means that your content strategy will be far less robust than that of your competitors.

Diversifying SEO with Advanced AI

With AI’s capability to analyse vast datasets and predict trends, SEO professionals can now anticipate changes and adapt strategies in real-time, staying one step ahead at every turn.

The future of SEO is intrinsically linked with AI, transforming how we understand and engage with our audience, making every piece of content an opportunity to connect and convert.

It has also dramatically improved scalability, working in tandem with targeted prompts to create content that can be fine-tuned in a fraction of the time as a human writer.

How AI Affects Content Creation and Search Insights

AI-generated content and machine learning are not just tools but essential collaborators in the art of engaging the target audience.

Relevant Content

By looking at case studies such as how AI might judge Olympic gymnastics, there is ample opportunity to see how artificial intelligence can comprehensively predict user behaviour.

“Judging Support System (JSS) can recognise about 2,000 elements, according to Fujitsu AI’s spokesperson Hidetoshi Tomisaka, with about 90% accuracy when compared to a human making the same identification.”

These advancements empower content creators to develop messages that deeply connect with their audiences.

Search Insights

Furthermore, the contribution of AI in unlocking search insights and algorithm changes has proven to be invaluable. An IBM report showcases how AI tools are leveraging big data to predict search trends, equipping marketers with the foresight to remain one step ahead.

Utilising AI for these insights enables brands be proactive, maintaining their content’s relevance and visibility in the ever-changing search engine algorithm environment.

Emphasis on High Quality Content

The synergy between AI and SEO is setting the stage for a future where content is not just created but intelligently designed to maximise engagement, quality, relevance, and visibility.

AI and Creating Content

However, the role of the content editor remains just as vital, as evidenced by the fact that even ChatGPT admits that AI can make mistakes. AI can be a fantastic tool, but it means that fact checking and authenticity take on a new level of importance.

ChatGPT's disclaimer that it can make mistakes

4. The Evolution of User Behaviour and SERP Features

The landscape of Search Engine Results Pages (SERP) has been undergoing a significant transformation, closely mirroring the evolution of user behaviour and the increasing sophistication of AI technologies.

Optimising Content

Google Analytics and other advanced tools now offer unprecedented insights into user preferences, enabling a dynamic adjustment of SERP features to match the expectations of a modern user’s search query.

In 2024 it’s all about anticipating needs and providing helpful content that aligns perfectly with search intent, ensuring every interaction with the search engine is as informative and efficient as possible.

Shifting from Google-Dominated Search to Alternative Platforms

With the transformation of SERP and SEO trends, there has been a marked shift from a Google-dominated traditional search engine environment to embracing a plethora of alternative platforms.

What are the Alternative Platforms to Google?

For instance, DuckDuckGo appeals to users prioritising privacy, while Pinterest is a go-to for those seeking visual inspiration. This fits in with a new emphasis on topical authority, but more on that later!

Example of a Pinterest visual search

It is essential that businesses diversify and leverage these platforms for a wider audience.

How Users Search for Information

The digital search landscape is continuously evolving, shaped by sophisticated SERP features, changing user behaviour, and the relentless advancement of AI technologies.

The focus is now on crafting content that not only ranks well but truly resonates with the target audience, fulfilling their quest for information in the most efficient and relevant manner possible.

So, what makes content valuable in 2024?

Video Content for Higher Engagement

With the evolution of user behaviour, it’s become apparent that audiences are gravitating more towards video content, as detailed by insights from Google and the rise of platforms such as TikTok.

As a result, incorporating video into your SEO strategy is no longer optional; it’s essential for brands looking to provide helpful content that resonates deeply with their audience.

By leveraging video, businesses can enhance their SERP presence, drive higher engagement, and meet the modern user’s expectations for digestible, dynamic and interactive content experiences.

User Intent

In the ever-evolving landscape of SEO, understanding search intent has become a cornerstone for achieving prominence in SERP rankings.

Tailoring content to align with these insights ensures that it resonates more profoundly with the target audience, thereby increasing its relevance and value in the eyes of both users and search engines.

Creators can now also shift user intent at the drop of a hat thanks to AI extensions including AIPRM.

example of AIPRM prompt extension ChatGPT

As we move forward, the ability to accurately interpret and respond to search intent, through the provision of targeted, useful content, will undeniably separate those at the forefront of the SEO trend.

How to Optimise UX

Optimising user experience (UX) has become an indispensable facet of SEO in 2024, directly influencing SERP standings and how users interact with content marketing. Understanding user behaviour through the lens of AI offers unparalleled insights into crafting a UX that not only meets but exceeds user expectations.

Adding interactive elements such as polls or feedback forms goes a step further, actively engaging users and inviting them to contribute to the ongoing improvement of the UX.

Search Ranking

This level of interaction not only enhances the site’s appeal by aligning more closely with what users want but also signals to search engines the value and relevance of the content, bolstering its position in search results.

5. Focus on Topical Authority

This concept has become paramount for websites aiming to establish themselves as the go-to source within their niche.

What is it?

Topical Authority signifies a web page’s expertise and trustworthiness on a specific subject, making it indispensable for sites.

This strategy not only enhances SEO performance by meeting the sophisticated demands of current algorithms but also solidifies the site’s reputation among its target market.

In essence, achieving topical authority is about more than just ranking well; it’s about earning the trust of your audience and becoming the definitive source of information in your field.

Topical or Niche Authority

This approach is underpinned by a brand’s ability to exhibit unmatched expertise and trustworthiness within a specific niche, effectively making it the go-to source for its target market.

Achieving niche authority has transcended being a mere SEO strategy; it has become a necessity.

Brands that dive deep into niche market trends, offering insights and solutions that resonate with their audience, not only elevate their SEO performance but also establish a robust rapport with their target market.

Whole Foods

Take, for example, a brand like Whole Foods in the organic food sector. Their commitment to quality, coupled with a deep understanding of organic products and sustainable practices, has positioned them as a leading authority in the health and wellness niche.

Whole Foods on a Google search

Consistency is Key

By consistently sharing their knowledge through comprehensive guides, insightful articles, and engaging content that addresses the specific interests and concerns of their audience, Whole Foods has not only cemented its trusted status as an expert in the field but also significantly enhanced its SEO performance.

How to Build Topical Authority on your Website

Building topical authority on your website is a strategic process that can significantly elevate your SEO performance.

Here’s a step-by-step guide to help you become the go-to resource in your niche:

How to Build Topical Authority on your Website

By following these steps and focusing on creating content that genuinely serves your audience’s needs, you can establish your website as a leading authority in your field, ultimately leading to improved SEO rankings and enhanced visibility online.

What are the SEO trends in 2024 in the UK?

SEO in the UK is a dynamic blend of innovation and user-centric strategies. As businesses and marketers fine-tune their online presence, these key trends have emerged as game-changers.

Local SEO

The emphasis on local SEO has never been more crucial. Consequently, a renewed focus on Google Maps and reviews have both become paramount to ensure local superiority above competitors. Other simple things such as contact details and page speed may have a meaningful effect too.

Mobile Devices

Furthermore, the importance of mobile-first indexing is underscored by the increasing reliance on smartphones for internet access, making optimisation for mobile devices a top priority.

Coupled with this is the fascination with short-form content, enriched with video and interactive elements. As the average attention span is becoming shorter, SEO professionals know that their content needs to be memorable enough to immediately grab someone’s attention right from the start.

This goes from the meta-description to the content, as there is less space on mobile devices to fit all the characters in.

Comparison of meta-descriptions on a phone and on a desktop

Blog posts, headings and paragraphs need to be split into bitesize chunks to mimic this new development. Businesses should also include social media in their marketing strategy. Finally, voice search optimisation is more likely to recommend mobile friendly web pages.

“A study by DemandSage found that around 40% of purchases in the UK are done through voice searches.”

What does this mean? Personal, technical and user-friendly SEO is the name of the game if you’re in the UK.

Unveiling the Future of SEO

The trajectory of SEO trends suggests a future where AI not only refines the mechanics of search but also personalises the user experience to unprecedented levels.

Industry experts, referencing studies like those mentioned earlier from the Search Engine Journal, consistently highlight the shift towards more sophisticated AI capabilities and the increasing relevance of experience in content ranking as key indicators of future SEO trends.

Will SEO exist in 5 years?

As we cast our gaze towards 2029, it’s unequivocal that SEO will not only exist but will have evolved dramatically from its current form, shaped by emerging SEO trends and the relentless pace of technological advancement.

Compared to today, the SEO of 2029 will be deeply intertwined with AI technologies, offering more refined and personalised search experiences, powered by sophisticated algorithm updates.

Want to improve your website’s SEO?

Book a 30 minute call with SEO expert Adam Collins here.

Frequently Asked Questions

Here are the Frequently Asked Questions about SEO trends in 2024.

What are the updates for SEO in 2024?

In 2024, SEO is revolutionised by the advent of SGE, where AI and machine learning craft a bespoke user experience. SGE redefines search interactions, making them more intuitive and tailored. Also, there’s a stronger focus on reviews, ensuring content not only demonstrates expertise but is underpinned by genuine experience. Achieving topical authority has become paramount, ensuring your site is the definitive source in its niche. These updates signify a shift towards more intelligent, user-focused SEO.

What is the scope of SEO in 2024?

The scope of SEO in 2024 is expansive, focusing heavily on AI-driven content creation, fine-tuned to match user intent with unprecedented precision. With AI at the helm, SEO strategies are increasingly sophisticated, ensuring content not only appeals to search engines but genuinely resonates with audiences. Additionally, the rise of alternatives to Google is diversifying the SEO landscape, prompting brands to optimise across a wider array of platforms. This broadened focus is transforming SEO into a more dynamic, versatile field, essential for achieving a robust online presence in an ever-evolving digital world.

Is SEO worth it in 2024?

Absolutely, SEO remains a vital investment in 2024. With the integration of SGE and advancements in AI, SEO is more sophisticated and user-focused than ever. The emphasis on first-hand experience and topical authority ensures that content not only ranks well but also genuinely meets user needs, enhancing the overall user experience. These developments make SEO not just worth it but essential for anyone looking to establish a strong online presence and stay competitive in the digital landscape.

What is the SEO content strategy in 2024?

In 2024, the SEO content strategy revolves around leveraging AI for tailored content that precisely aligns with user intent. This approach ensures that every piece of content not only meets the specific needs of the audience but also engages them on a deeper level. Additionally, with the emergence of alternatives to Google, strategies now extend beyond traditional search engines, adopting a multi-platform approach to maximise visibility and impact. This holistic, AI-driven focus on user intent and diversification across platforms marks the evolution of SEO content strategies in the digital age.

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