Search engine optimisation (SEO) is the process of improving the visibility and ranking of a website in search engine results pages (SERPs). By optimising their websites for SEO, businesses can attract more organic traffic and improve their chances of success online.  Businesses can learn some basic SEO skills themselves, or they can hire an SEO agency to undertake such work on their behalf with the benefits of more advanced and technical knowledge.

The SEO landscape is constantly evolving, and businesses need to stay up-to-date on the latest trends in order to remain competitive. Just as you think SEO can’t change anymore, some new technology will come along such as AI which will completely disrupt the world of websites and search engines.  

SEO Trends 2024

With artificial intelligence in mind, and other changes in search behaviour, here are some of the top SEO trends that businesses should be aware of in 2024:

1. Voice Search Optimisation

Voice search is becoming increasingly popular, as more and more people use voice-activated devices like Amazon Echo and Google Home. In 2024, businesses need to make sure their websites are optimised for voice search in order to capture this growing audience.

Here are some tips for optimising your website for voice search:

• Use natural language keywords and phrases that people are likely to use when they are searching for information using their voice.  Previously, people would shorten their search queries to save time when searching on Google and other search engines when typing, however with voice, people will speak in full sentences.

• Create long-form content that provides comprehensive answers to common questions.

• Use clear and concise headings and subheadings.

2. Mobile-First Indexing

Google began transitioning to mobile-first indexing back in 2021. This means that Google will now crawl and index websites primarily from their mobile versions.

This was a major shift for SEO, as it means that businesses need to make sure their websites are optimised for much smaller mobile device screens. This should be something all websites have transitioned to over the past few years, or if you are starting a business website today then it should be one of your main priorities.

Here are some tips for optimising your website for mobile:

• Make sure your website is responsive, so that it can be easily viewed on different screen sizes.

• When designing your website and editing content, always check how it looks in mobile view on your editing pages.  In fact, it could be better to create the website and its content using mobile view.

• Use clear and concise navigation that is not complex in mobile view.

• Avoid using big blocks of text that are hard to read on a smaller mobile screen.

• Make sure your images are optimised.

3. E-A-T (Expertise, Authority, and Trustworthiness)

Google has been placing increasing emphasis on E-A-T (Expertise, Authority, and Trustworthiness) in its search results. This means that businesses need to demonstrate their expertise and authority in their industry in order to rank well in search and need to continue to do so for SEO 2024.

Here are some ways to build E-A-T for your website:

• Create high-quality content that is informative and helpful.

• Get backlinks from other high-quality websites.

• Publish guest posts on authoritative websites.

• Get involved in industry events and publications.

• Have a thorough about page proving your credentials and/or authority on the website niche.

4. Artificial Intelligence (AI) and Machine Learning

AI and machine learning are becoming increasingly important in SEO. Google is already using AI to improve its search results, and it is likely that this trend will continue in 2024.

Businesses that want to stay ahead of the curve in SEO should start to explore how AI and machine learning can be used to improve their websites. For example, AI can be used to help with keyword research, content optimisation, and link building.

AI can be used to make your content more coherent and engaging. It can be used to identify and fix grammatical errors, suggest synonyms for overused words and improve the flow of your writing.

5. Zero-Search Volume Keywords

Zero-search volume keywords are keywords that have no search volume on Google. However, these keywords can still be valuable for SEO, as they can help businesses to attract targeted traffic from long-tail keywords.

Optimising your blog or website for zero-search volume keywords includes using these keywords in your content (but don't overdo it) and creating new high-quality content that is relevant to these keywords.

Final thoughts

These are just some of the top SEO trends that businesses should be aware of in 2024. By staying up-to-date on these trends, companies can ensure that their websites are optimised for success in the years to come.

Before you go...

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