As 2024 unfolds, the digital marketing landscape is buzzing with discussions about the impact of AI on SEO. Many are claiming that SEO is dead, overtaken by AI advancements, leaving little room for traditional SEO strategies. However, the reality is more nuanced. In this blog, I’ll explore three significant SEO trends for 2024 and share insights on how you can stay ahead of the game as an SEO agency owner and software provider.
Trend 1: The Rise of Search Generative Experience (SGE)
The first and perhaps most obvious trend is the rise of the Search Generative Experience (SGE). SGE represents Google’s shift towards providing AI-generated summaries at the top of search results. When users search for a term, they receive a concise AI summary along with dropdowns linking to relevant websites.
For example, a search for “Squarespace SEO plugin” might yield an AI summary followed by links to relevant sites. Interestingly, the site that ranks first in the AI summary may not even be on the first page of traditional search results. This highlights a crucial change: ranking on page one of Google is no longer the sole path to visibility.
To stay competitive, businesses must understand how to feature in these AI snippets. This involves optimizing content to meet the criteria for inclusion in AI summaries. Ignoring this trend could result in a significant loss of traffic as more users rely on these quick summaries instead of scrolling through multiple search results.
Trend 2: The Integration of AI in SEO Practices
AI has already transformed SEO, and its influence will only grow stronger in 2024. AI tools are becoming increasingly sophisticated, offering new ways to streamline SEO efforts. For instance, AI-driven tools like Surfer SEO can enhance content creation by ensuring it follows best practices and stands out from the competition.
One practical example is using AI to generate comprehensive guides. By leveraging tools like Surfer SEO, you can create content that is not only optimized for search engines but also tailored to meet user intent more effectively. Additionally, tools like ChatGPT are invaluable for brainstorming, keyword research, and content planning.
To stay ahead, continuously experiment with AI tools. Familiarize yourself with their capabilities and integrate them into your daily SEO tasks. This proactive approach will ensure you are leveraging AI to its fullest potential, keeping your strategies cutting-edge.
Trend 3: Shift from Top and Middle Funnel Keywords to Bottom Funnel Keywords
The third trend involves a strategic shift in keyword focus. Traditionally, SEO strategies have targeted top and middle funnel keywords to attract users in the discovery and consideration stages. However, with AI providing direct answers to many queries, users are less likely to browse through multiple search results.
Google’s AI summaries are particularly effective for top and middle funnel queries, offering instant answers and reducing the need for users to click through to multiple websites. As a result, websites relying heavily on these types of keywords may see a decline in traffic.
To mitigate this, focus on bottom funnel keywords—terms used by users ready to make a purchase. These queries are less likely to be fully addressed by AI summaries and are more crucial for driving direct revenue. By optimizing for these keywords, you can maintain visibility and attract high-intent traffic.
Practical Steps to Stay Ahead in 2024
1. Optimize for SGE: Understand the factors that determine inclusion in AI summaries. Create high-quality, relevant content that answers common user queries succinctly.
2. Leverage AI Tools: Incorporate AI tools like Surfer SEO and ChatGPT into your workflow. Use them for content optimization, keyword research, and competitive analysis.
3. Focus on Bottom Funnel Keywords: Shift your SEO strategy to prioritize bottom funnel keywords that drive conversions. Ensure your content meets the needs of users ready to make a purchase.
4. Continuous Learning: Stay updated with the latest developments in AI and SEO. Attend conferences, participate in webinars, and follow industry leaders to keep your knowledge current.
5. Experiment and Adapt: SEO is evolving rapidly. Experiment with new tools and techniques, and be ready to adapt your strategies as needed.
Conclusion
SEO is far from dead in 2024. While AI is transforming the landscape, there are ample opportunities for businesses to thrive by adapting to these changes. By optimizing for SGE, leveraging AI tools, and focusing on bottom funnel keywords, you can stay ahead of the competition and continue to attract your target customers via Google. Stay tuned for more tips and strategies to navigate the ever-changing world of SEO.
