Search engine optimisation (SEO) is vitally important for any company. The challenge lies in the fact that this is a constantly changing area, dominated by the latest trends and technologies. Companies therefore have to adapt to changes again this year: here are the five most important SEO trends for 2024.
1. Artificial intelligence and machine learning
Artificial intelligence (AI) and machine learning have become increasingly important in the past year, and not just in the area of content production. AI can lend a helping hand when it comes to SEO as well. We can expect further advancements in these technologies in 2024. Search algorithms are getting better at understanding what users are really looking for and can then hone in on the most helpful results. AI can also identify high-quality, relevant content more reliably. Companies that invest in machine learning may therefore gain a clear competitive advantage.
2. Voice search optimisation: the era of spoken search requests
Almost all of us now have a gadget at home that responds to voice requests when we’re looking for answers to questions. Therefore, voice search optimisation is becoming a crucial factor given the proliferation of voice assistants and smart home devices. To rank higher in results for voice searches, companies should therefore publish content on their websites that matches how people naturally speak. Search engines should directly recognise answers to questions so that the can display the requested information in a straightforward manner.
3. E-A-T principle
What began in 2023 shows no signs of stopping in 2024: Google is placing a greater focus on expertise, authority and trustworthiness (E-A-T). This means that search engines are paying more attention to ensuring that the information conveyed comes from trusted sources. Companies and website operators should communicate their expertise clearly and emphasise their authority in their industry for success in search results. This can be achieved by, for example, maintaining a corporate blog explaining all relevant topics for the company’s products, thereby signalling to readers that the business is an expert in its area.
4. Mobile first again in 2024
Many users will continue to use their smartphone or tablet to surf the web in a private capacity. That’s why search engines will pay even greater attention to the mobile-first trend. Or, to put it the other way round, sites that are not optimised for mobile devices may suffer in the rankings. Fast loading speeds, mobile responsiveness and user-friendly navigation will therefore be crucial for SEO success.
5. Video SEO as a ranking factor
Moving images continue to gain in importance and search engines are increasingly considering videos in search results. Video SEO will therefore become a significant part of any SEO strategy. The creation of high-quality, relevant videos and the optimisation of video metadata will be key factors for increased visibility in search results. It’s true what is said about YouTube being one of the largest search engines alongside Google. Given this, companies should consider producing high-quality videos. This also enhances trustworthiness, as search engines can then recognise that real people are creating content for the site and not bots.
Conclusion: get ready for the future of SEO
A new year brings new challenges. Companies and website operators who respond at an early stage to the highlighted SEO trends for 2024 and adapt their strategies accordingly will be better able to successfully position and elevate themselves in the digital landscape. Taking account of AI, voice search, the E-A-T principle, the mobile-first trend and video SEO will be crucial to not only keeping pace with the times but also getting ahead of the competition.
About the author
BASICthinking is an online magazine and a tech portal with one of the widest reaches in the German-speaking world. Every day, the editorial team reports on social media, marketing and business topics. This article was written by Christina Widner from BASIC thinking GmbH and BASIC thinking International.