SEO Trends: What You Need to Know to Stay Ahead of the Curve in 2024

SEO is constantly evolving and changing, and you need to keep up with the latest SEO trends and developments to stay competitive. 

However, SEO is not a one-time thing. It is a dynamic and ongoing process that requires constant monitoring and adaptation. SEO is influenced by various factors, such as user behavior, technology, and Google updates. These factors can change rapidly and affect how your website ranks and performs.

Therefore, you need to keep up with the latest trends and developments in SEO to stay competitive and ahead of the curve. In this post, we’ll reveal the top SEO trends for the year 2024, and how to adapt your strategy accordingly.

Latest 2024 SEO Trends

Trend 1: User Experience (UX) and Core Web Vitals

User experience (UX) is the overall impression and satisfaction that a user has when interacting with a website or an app. UX is influenced by various factors, such as design, usability, functionality, accessibility, and content.

UX is closely related to SEO, as Google aims to provide the best possible experience for its users. Google considers UX as one of the ranking factors, and rewards websites that offer a fast, easy, and enjoyable user journey.

One of the ways that Google measures and evaluates UX is through Core Web Vitals, which are three metrics that reflect the user experience on websites: loading performance, interactivity, and visual stability.

• Loading performance, also known as Largest Contentful Paint (LCP), measures how long it takes for the largest content element on the page to load. A good LCP score is 2.5 seconds or less.
• Interactivity, also known as First Input Delay (FID), measures how long it takes for the page to respond to the first user interaction, such as clicking a button or entering a text. A good FID score is 100 milliseconds or less.
• Visual stability, also known as Cumulative Layout Shift (CLS), measures how much the layout of the page shifts during the loading process. A good CLS score is 0.1 or less.

These metrics matter for SEO because they affect the user satisfaction and engagement, which in turn affect the bounce rate, dwell time, and conversion rate. Google has announced that Core Web Vitals will become a ranking signal in 2024, so you need to optimize your website for these metrics to stay ahead of the curve.

Here are some tips and best practices on how to optimize your website for Core Web Vitals:

• Minimize server response times, which can affect the LCP and FID scores. You can do this by choosing a reliable hosting provider, using a content delivery network (CDN), and implementing caching strategies.
• Leverage browser caching, which can improve the LCP and FID scores by storing static files, such as images, scripts, and stylesheets, in the browser’s cache. This can reduce the number of requests and speed up the loading process.
• Optimize images and videos, which can improve the LCP and CLS scores by reducing the file size and dimensions. You can do this by compressing, resizing, and lazy-loading your images and videos, and using the appropriate formats, such as WebP for images and WebM for videos.
• Use responsive design and mobile-friendliness, which can improve the UX and SEO for all devices and screen sizes. You can do this by using flexible layouts, media queries, and viewport meta tags, and testing your website on various devices and browsers.

Trend 2: BERT and Natural Language Processing

BERT, which stands for Bidirectional Encoder Representations from Transformers, is a deep learning model that Google introduced in 2019 to improve its natural language processing (NLP) capabilities. NLP is the field of computer science that deals with the interaction between human language and machines.

BERT changed the way Google understands and processes natural language by using a bidirectional approach, which means that it can analyze the words in a sentence from both left and right, and consider the whole context of the sentence, rather than just individual words. This allows BERT to capture the nuances and subtleties of natural language, such as synonyms, homonyms, sarcasm, and slang.

BERT also focuses on user intent, rather than keywords, to deliver relevant results. User intent is the goal or purpose behind a user’s query, such as finding information, buying a product, or booking a service. BERT can understand the user intent better by looking at the prepositions, modifiers, and connectors in the query, and matching them with the most suitable content.

For example, before BERT, if a user searched for “how to catch a cow fishing”, Google might have returned results about cows or fishing, which are not relevant to the user’s intent. After BERT, Google can understand that the user is looking for a specific type of fish called “cow”, and return results about how to catch it.

Here are some tips and best practices on how to align your content with BERT:

• Focus on user intent, rather than keywords, when creating your content. Think about what your target audience is looking for, what questions they have, and what solutions you can offer. Use keyword research tools, such as Google Keyword Planner or Bing Keyword Research Tool, to find relevant and popular topics and queries in your niche.
• Create natural and conversational content, rather than stuffing keywords or using unnatural language. Write in a clear, simple, and engaging way, using the language and tone that your audience can relate to. Use synonyms, variations, and long-tail keywords to diversify your content and avoid repetition.
• Use structured data markup, which is a code that helps Google understand the content and context of your website. Structured data markup can help you create rich results, such as snippets, carousels, or knowledge graphs, that can enhance your visibility and click-through rate. You can use schema.org, which is a standardized vocabulary for structured data markup, to add relevant information and attributes to your web pages.

Trend 3: Content Quality and Relevance

Content is the foundation of SEO, as it is the primary way to communicate your message, value, and purpose to your audience and search engines. Content is also the main factor that influences the user satisfaction, engagement, and conversion, which in turn affect your ranking and performance.

However, not all content is created equal. Google evaluates the quality and relevance of your content based on various criteria, such as originality, depth, accuracy, usefulness, and freshness. Google also considers the context and intent of the user’s query, and matches it with the most suitable content.

One of the frameworks that Google uses to assess the quality and credibility of content and websites is E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness. E-A-T is a concept that Google introduced in its Search Quality Evaluator Guidelines, which are a set of instructions and criteria that Google’s human evaluators use to rate the quality of web pages and search results.

E-A-T is composed of three elements:

• Expertise, which refers to the level of knowledge and skill that the content creator or website has on a specific topic or field. Expertise can be demonstrated by credentials, qualifications, awards, or experience.
• Authoritativeness, which refers to the level of recognition and reputation that the content creator or website has on a specific topic or field. Authoritativeness can be demonstrated by endorsements, reviews, ratings, citations, or references from other authoritative sources.
• Trustworthiness, which refers to the level of honesty, transparency, and security that the content creator or website has on a specific topic or field. Trustworthiness can be demonstrated by clear and accurate information, contact details, privacy policies, terms and conditions, or security certificates.

E-A-T is especially important for topics that have a high impact on the user’s life, health, safety, or finances, which are also known as YMYL (Your Money or Your Life) topics. Examples of YMYL topics are health, finance, law, education, and news.

Here are some tips and best practices on how to improve your E-A-T:

• Create original and in-depth content, that provides valuable and comprehensive information to your audience. Avoid duplicate, thin, or low-quality content, that offers little or no value to your audience. Use keyword research tools, such as Google Keyword Planner or Bing Keyword Research Tool, to find relevant and popular topics and queries in your niche.
• Showcase your credentials and expertise, by adding your name, bio, photo, and social media links to your content. Include your qualifications, awards, or experience in your field, and provide evidence or examples of your work. If you are not an expert on a topic, cite or quote experts or authoritative sources, and give them proper credit.
• Earn backlinks from reputable sources, which are links from other websites that point to your website. Backlinks are a signal of trust and authority, as they indicate that other websites vouch for your content and website. To earn backlinks, you need to create high-quality and relevant content, that others will find useful and worth sharing. You can also reach out to other websites in your niche, and offer to guest post, collaborate, or exchange links.

Trend 4: Voice Search and Conversational AI

Voice search is the use of voice commands to search for information or perform actions on the internet. Voice search is becoming more popular and accessible, thanks to the rise of smart speakers and voice assistants, such as Amazon Echo, Google Home, Siri, Cortana, and Alexa.

Voice search differs from traditional text-based search, in several ways, such as:

• Voice search uses longer and more natural queries, as users tend to speak in full sentences, rather than typing in keywords or phrases. For example, a user might say “What is the weather like in Uyo today?” instead of typing “weather Uyo”.
• Voice search has a higher intent, as users tend to use voice search when they have a specific goal or need, such as finding directions, booking a service, or buying a product. For example, a user might say “How do I get to the nearest gas station?” instead of typing “gas station near me”.
• Voice search expects immediate and direct answers, as users tend to use voice search when they are on the go, or when they need a quick and concise answer, rather than browsing through multiple web pages. For example, a user might say “Who is the president of Nigeria?” instead of typing “Nigerian president”.

To optimize your website for voice search, you need to follow some of the best practices for SEO, such as:

• Use long-tail keywords, which are keywords that are longer and more specific, and match the user’s query and intent. You can use keyword research tools, such as Google Keyword Planner or Bing Keyword Research Tool, to find relevant and popular long-tail keywords for your website. You can also use natural language and conversational tone, to make your content more voice-friendly.
• Answer common questions, which are questions that your target audience might ask about your topic, product, service, or industry. You can use tools, such as Answer the Public or AlsoAsked, to find common questions related to your keywords. You can also create FAQ pages, blog posts, or videos, that provide clear and factual answers to these questions. You can also use schema markup, which is a code that helps Google understand the content and context of your website. Schema markup can help you create rich results, such as snippets, carousels, or knowledge graphs, that can enhance your visibility and click-through rate.
• Use schema markup, which is a code that helps Google understand the content and context of your website. Schema markup can help you create rich results, such as snippets, carousels, or knowledge graphs, that can enhance your visibility and click-through rate. Schema markup can also help you provide additional information and attributes to your web pages, such as ratings, reviews, prices, availability, or contact details. You can use schema.org, which is a standardized vocabulary for schema markup, to add relevant information and attributes to your web pages.

Trend 5: Video Marketing and YouTube SEO

Video marketing is the use of videos to promote your brand, product, service, or message to your target audience. Video marketing is one of the most engaging and effective forms of content marketing, as it can capture the attention, emotion, and interest of your viewers, and convey your message in a clear and concise way.

Video marketing can help you achieve various goals, such as increasing your brand awareness, generating more traffic, boosting your conversions, and building trust and loyalty with your customers. Video marketing can also help you improve your SEO, as videos can increase the dwell time, click-through rate, and social shares of your website.

One of the best platforms for video marketing is YouTube, which is the second-largest search engine in the world, after Google. YouTube has over 2 billion monthly active users, who watch over 1 billion hours of video every day. YouTube can help you reach a large and diverse audience, who are looking for entertainment, education, inspiration, or solutions.

However, to succeed in video marketing and YouTube SEO, you need to optimize your videos and YouTube channel, so that they can rank well and attract more views, subscribers, and engagement. 

Here are some tips and best practices on how to optimize your videos and YouTube channel for SEO:

• Conduct keyword research, which is the process of finding and analyzing the words and phrases that your target audience uses to search for videos related to your topic or niche. You can use keyword research tools, such as YouTube’s own search bar, Google Keyword Planner, or YouTube Keyword Tool, to find relevant and popular keywords for your videos. You can also look at the keywords that your competitors or similar channels use, and see how you can differentiate yourself.
• Create compelling titles and thumbnails, which are the first things that your potential viewers see when they encounter your videos on YouTube or Google. Your titles and thumbnails should be clear, catchy, and relevant, and entice your viewers to click and watch your videos. You should include your main keyword in your title, and use high-quality and eye-catching images for your thumbnails. You should also avoid misleading or clickbait titles and thumbnails, as they can harm your reputation and retention rate.
• Add captions and transcripts, which are the text versions of your video’s audio. Captions and transcripts can help you improve your SEO, as they can make your videos more accessible, understandable, and indexable by Google and YouTube. You can use YouTube’s automatic captioning feature, or create your own captions and transcripts, and upload them to your videos. You should also use the appropriate language and format for your captions and transcripts, and check for any errors or inaccuracies.
• Encourage engagement, which is the interaction and feedback that your viewers have with your videos and channel. Engagement can help you improve your SEO, as it can indicate the quality and popularity of your videos, and influence the YouTube algorithm. You can encourage engagement by asking your viewers to like, comment, share, and subscribe to your videos and channel, and by responding to their comments and questions. You can also create engaging content, such as polls, quizzes, contests, or live streams, that can spark a conversation and build a community around your channel.

Trend 6: Featured Snippets and Zero-Click Searches

Featured snippets are a type of rich result that Google displays at the top of the search engine results pages (SERPs), providing a quick and concise answer to a user query. Featured snippets can be in various formats, such as paragraphs, lists, tables, or images, depending on the type and intent of the query.

Featured snippets can help you increase your visibility, traffic, and authority, as they can make your website stand out from the rest of the results, and attract more clicks and attention from the users. Featured snippets can also help you establish your credibility and expertise, as they can indicate that Google trusts and values your content and website.

However, featured snippets can also lead to zero-click searches, which are searches that do not result in a click to a website, as the user’s query is already answered by the featured snippet. According to a study by SparkToro, 50.33% of Google searches in 2020 were zero-click searches. This means that you need to optimize your content for featured snippets, not only to rank higher, but also to entice the users to visit your website for more information.

Here are some tips and best practices on how to optimize your content for featured snippets:

• Use clear and structured headings, which can help Google and users understand the structure and hierarchy of your content. You can use the HTML tags, such as <h1>, <h2>, <h3>,…<h6>, to create headings and subheadings for your content. You can also use keywords and questions in your headings, to match the user’s query and intent.
• Provide concise and factual answers, which can help Google and users find the most relevant and accurate information for their query. You can use bullet points, numbered lists, tables, or charts, to organize and present your answers in a clear and easy way. You can also use facts, statistics, quotes, or examples, to support your answers and add credibility to your content.
• Use lists, tables, and images, which can help Google and users visualize and comprehend your content better. You can use lists, tables, and images, to display data, information, or instructions, in a more appealing and engaging way. You can also use alt text, captions, and titles, to describe your lists, tables, and images, and make them more accessible and indexable.

Trend 7: Google’s New SGE Feature

Google’s new SGE feature is a new way to search with generative AI, which can provide a summary and a follow-up question for a user’s query. It aims to help users explore a topic faster, uncover new viewpoints and insights, and get things done more easily.

SGE is part of Google’s Search Labs, which lets users test out new ideas in Google search and provide feedback to the company. SGE is currently only available in the US (English), and users need to opt-in to use it.

SGE involves the SEO trends in several ways, such as:

• It enhances the user experience and satisfaction, by providing a quick and concise answer to the user’s query, and allowing the user to ask follow-up questions in a conversational way.
• It focuses on user intent and context, rather than keywords, to deliver relevant results. It uses AI to understand the meaning and purpose behind the user’s query, and matches it with the most suitable content.
• It creates rich results, such as snippets, carousels, or knowledge graphs, that can increase the visibility and click-through rate of the websites that provide the information for the generative AI.
• It leads to zero-click searches, which are searches that do not result in a click to a website, as the user’s query is already answered by the generative AI. This means that websites need to optimize their content for SGE, not only to rank higher, but also to entice the users to visit their website for more information.

To optimize your content for SGE, you need to follow some of the best practices for SEO, such as:

• Create original and in-depth content, that provides valuable and comprehensive information to your audience. Avoid duplicate, thin, or low-quality content, that offers little or no value to your audience.
• Use clear and structured headings, bullet points, numbered lists, tables, or charts, to organize and present your content in a clear and easy way. Use keywords and questions in your headings, to match the user’s query and intent.
• Use structured data markup, which is a code that helps Google understand the content and context of your website. Structured data markup can help you create rich results, such as snippets, carousels, or knowledge graphs, that can enhance your visibility and click-through rate.
• Showcase your credentials and expertise, by adding your name, bio, photo, and social media links to your content. Include your qualifications, awards,

Final Thoughts

In this article, we have discussed the top SEO trends for the coming year, and how to adapt your strategy accordingly. 

We have covered the following topics:

• User Experience (UX) and Core Web Vitals, which are three metrics that measure the user experience on websites. 
• BERT and Natural Language Processing, which are technologies that Google uses to improve its understanding and processing of natural language. 
• Content Quality and Relevance, which are the factors that Google evaluates based on various criteria, such as originality, depth, accuracy, usefulness, and freshness. 
• Voice Search and Conversational AI. 
• Video Marketing and YouTube SEO, which are forms of content marketing that use videos to promote your brand, product, service, or message to your target audience. 
• Featured Snippets and Zero-Click Searches, which are types of rich results that Google displays at the top of the SERPs, providing a quick and concise answer to a user query.
• Google’s new SGE feature which is the new way to search with generative AI. 

Frequently Asked Questions

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