As the online world continues to transform, keeping abreast of the latest search engine optimisation (SEO) trends is not just an option but a necessity. Whether you are a seasoned digital marketer or a business owner, the path to success starts with understanding the top SEO trends that will shape the digital terrain this year.
From the latest algorithms to emerging practices, we will guide you through the strategies that will boost your online visibility, drive organic traffic, and help your business rank higher in search engine results.
10 SEO Trends in 2024 You Need to Know
1. Utilise Search Generative Experience (SGE)
AI is becoming a powerful ally in automating tasks that were once manual for searchers. The traditional Google SERP, which displayed individual web pages, is evolving into a more dynamic interface with Search Generative Experience (SGE). The tool was first launched in the United States and the BETA version was made available to personal Google accounts in Singapore on 16 November 2023.
SGE offers a range of powerful features designed to enhance the user’s search experience:
- Generative AI Text
This feature leverages generative AI to swiftly extract and present key information from the web in response to user queries. It goes beyond simple keyword matching, providing users with a concise and informative overview of the most relevant content.
- Snapshot Carousels
Snapshot Carousels offer an engaging and visually informative way to explore top-ranking industry content. Users can click through interactive cards to access high-quality, curated information, making it easier to navigate through the wealth of material available online.
- Expandable Links
Embedded within the Generative AI Text, Expandable Links are gateways to additional resources. They enable users to delve deeper into a topic by seamlessly connecting to relevant and supportive materials. This feature promotes a more comprehensive understanding of the subject matter.
- Clickable Drop-Down Buttons
Enhancing the integrated experience, Clickable Drop-Down Buttons within the Generative AI Text provide users with convenient access to explore related resources across the web. This streamlined navigation simplifies the process of gathering diverse perspectives on a given topic.
- “Ask to Follow Up” Feature
This feature adds a layer of flexibility to the search experience. Users can pursue further inquiries or explore new directions without the need to restate the context of their initial search. It ensures a continuous and smooth exploration process, allowing users to refine their queries without repetition.
2. Prioritise Contextual Content Written for People
In the past, brands and digital marketers crafted content with a single-minded focus: to appease search engine robots. Their strategy involved a somewhat mechanical approach, where they attempted to outsmart search engine bots by stuffing articles with an array of long-tail and short-tail keywords, all in the pursuit of claiming the coveted top position on search engine results pages (SERPs).
However, the digital landscape has undergone a profound transformation. Writing solely for robots is no longer the gold standard. Recent years have seen a shift towards a more human-centric approach. Today, search engines like Google have evolved to prioritise the contextual relevance of content, aiming to deliver superior results for user queries.
This transformation is made possible by the integration of AI, which happens to be one of the top SEO trends. Google’s bots and search engine crawlers have transcended the confines of technical SEO, going beyond keyword usage and heading structures. They have acquired the ability to grasp the underlying context of content and comprehend natural language.
Unique, high-quality, and informative articles crafted for real people are the foundation of modern content strategy. If your website’s content is regarded as reliable and valuable, it can even attract backlinks from external sources, thereby enhancing your SEO through effective link-building.
Brands must find a harmonious balance between the technical and contextual aspects of content creation. If you are seeking expert guidance, SEO services in Singapore can be a strategic move to navigate the evolving realm of content marketing.
3. Featured Snippets Generate the Most Clicks
Featured Snippets, often referred to as “Position Zero,” occupy the prime position of search results. These concise, information-rich snippets displayed at the top of the search results are not only eye-catching but also highly effective in driving organic traffic.
To harness the power of this top SEO trend, consider structuring your content in a question-and-answer format, providing clear and concise answers, and optimising it for common queries in your industry.
In recent updates, Google’s duplication filter prevents a URL from simultaneously occupying a standard organic result and as a featured snippet for the same query. This implies that if your webpage has already secured a high-ranking position in the organic search results, its chances of being chosen as a featured snippet are significantly reduced. Another noteworthy change is the increased emphasis on dynamic, real-time updates for featured snippets. Regularly refreshing your content can significantly boost your odds of being featured.
4. Safety and Security Are Essential
Beyond staying updated on the new SEO trends and tools to incorporate into your strategy, prioritising website safety and security is equally essential. Website security has remained a paramount concern since the inception of the Internet, as accessing any webpage can potentially jeopardise your private information. The threats of cybersecurity have also become increasingly prevalent today, owing to the proliferation of advanced programming and malware. Therefore, it is important to safeguard your website against viruses and potential breaches.
Adopting the Hypertext Transfer Protocol Secure (HTTPS) not only enables secure communication with the server but also serves as a signal to users that your website is both safe and legitimate. Additionally, Google recognises HTTPS as a ranking factor, making it indispensable for SEO. A secure website not only shields your users but also bolsters your SEO efforts while safeguarding against the risk of being blacklisted by search engines.
This is precisely where consistent and rigorous website maintenance comes into play. Regular website maintenance ensures that your security measures remain up-to-date, mitigating vulnerabilities to potential cyber threats.
5. Ensure Mobile-Friendly SEO
With the ever-increasing number of users accessing the internet on mobile devices, mobile-friendly SEO has become a cornerstone of any successful online strategy. Ensuring that your website is not only accessible but also optimised for mobile users is not just one of the latest SEO trends or an option – it is a requirement.
Mobile users have different needs and expectations compared to desktop users. As such, mobile-friendly design and content optimisation contribute to a seamless, user-friendly experience. A responsive and well-structured mobile site keeps visitors engaged, reduces bounce rates, and encourages longer visits. Additionally, Google’s shift to mobile-first indexing means that it primarily uses the mobile version of a site for ranking and indexing. Making sure that your mobile site is as comprehensive and well-optimised as your desktop site is equally important. You should also ensure that your website displays seamlessly on various devices, including tablets, laptops and desktops, by conducting thorough responsiveness checks.
Learn more: 8 Benefits of Responsive Website Design for SEO
6. Slow Loading Speed Is a Dealbreaker
In today’s fast-paced digital world, slow loading speeds can be a dealbreaker for both users and search engines.
Slow-loading pages lead to frustration and high bounce rates, as users simply move on to faster alternatives. On the other hand, a fast-loading site enhances user satisfaction, encourages longer visits, and increases the likelihood of conversions. Moreover, Google has made page speed an official ranking factor. Slow-loading websites may find themselves relegated to lower search engine rankings, resulting in reduced organic traffic and visibility.
As the internet continues to evolve, a key SEO trend in 2024 is crystal clear: websites must ensure quick loading times, or risk losing visitors and their competitive edge.
7. Thriving Video Marketing
Video sharing is not just a passing SEO trend; it is a digital phenomenon that is set to reach even greater heights in the future. With a multitude of video-sharing platforms emerging, including industry leaders like TikTok and Facebook, the landscape of social media is undergoing a seismic shift towards video content. Platforms like Facebook Watch and Instagram Reels have also emerged as fertile ground for brands to display their products and services through the dynamic medium of video marketing.
Here are compelling reasons why you should prioritise video marketing in 2024, as highlighted by Wyzowl:
- The majority of marketers use video as a marketing tool.
- Videos are effective in generating leads, according to 86% of marketers.
- Videos have a direct, positive sales impact.
- 88% of consumers are swayed to purchase after watching explainer videos of a product or service.
Furthermore, videos offer a dynamic way to contextualize your content and provide valuable visuals for your website visitors. By incorporating video content into your SEO strategy, you can create in-depth, high-quality material that often secures top positions in search results. Videos also engage users and ensure a delightful browsing experience – when users stay longer, search engines receive positive signals and, in turn, reward your content with higher rankings in search results. Engaging, relevant videos can attract backlinks from other websites and social platforms. These backlinks not only enhance your website’s authority but also drive more traffic.
8. Voice Search Matters
Voice search is rapidly ascending the ranks of top SEO trends and is poised to become even more pivotal in the years ahead. A growing number of individuals are placing their trust in virtual assistants such as Amazon Alexa, Google Assistant, Apple Siri, Samsung Bixby, and Microsoft Cortana for answers and information. To put this into perspective, Statista reports that over 400 million households worldwide are now equipped with smart speakers, with China and the United States leading the charge as the largest markets.
For brands, adapting to this SEO trend in 2024 is paramount. To optimise content for voice search, consider the following strategies:
- Opt for natural language and conversational tone.
- Keep the answers concise, direct, and cohesive.
- Ramp up local SEO.
- Aim for featured snippets.
Optimising your website for this medium can impact your search engine rankings significantly. It also provides a better user experience, which is a crucial factor in converting traffic.
9. Skyrocketing Image Search
The spotlight is often on video and voice search but brands must not overlook the significant impact of image search. Over the past few years, brands, marketers, and SEO experts have honed their skills in optimising images. These strategies involve using high-quality images, fine-tuning file names, and incorporating descriptive alt texts.
But there is a new chapter in the story of image search and Google Lens is at the forefront. Google Lens empowers users to search for information using their camera or images. This technology takes image search to the next level by presenting image results similar to the ones used in the search query. It works by comparing the user’s image with a vast database of other pictures while taking into account image captions and metadata.
For brands, Google Lens opens up exciting opportunities, especially when it comes to showcasing specific products. When users search for images of a particular product, Google Lens not only provides image results but also product information and ratings. In light of this, optimising product descriptions is no longer enough. You must also prioritise the optimisation of your product images, ensuring that they not only look great but also convey all the essential details that users are seeking.
10. Focus On Local SEO
Local SEO has emerged as a game-changer and one of the top SEO trends for businesses seeking to establish a strong online presence and attract a local customer base. This approach to SEO goes beyond the global stage and zeroes in on local markets, making it a powerful tool for brick-and-mortar businesses and service providers alike.
When users search for products or services, they often include location-specific keywords, such as “best coffee shop in Singapore” or “roof repair near me.” Local SEO ensures that your business appears in these location-based searches, helping you connect with nearby customers actively seeking your offerings. Optimising your Google Business Profile listing is a pivotal aspect of local SEO. This free tool allows you to provide essential business information, such as location, contact details, hours of operation, and customer reviews, enhancing your visibility in local searches. Local SEO also encourages and manages customer reviews, which significantly impact your online reputation and credibility. Positive reviews can attract more customers while addressing negative feedback showcases your commitment to customer satisfaction.
Focusing on local SEO helps smaller businesses compete with larger, global brands. By excelling in local search results, your business can effectively target your immediate competition.
2024 SEO: Stay Ahead, Stay Relevant
As we have journeyed through the top 10 SEO trends of 2024, it is evident that the landscape is constantly evolving to meet the needs of a changing online audience. Staying relevant and competitive in the digital world requires a commitment to adapt, learn, and optimise for the future.
By harnessing these trends, you can enhance your online visibility, engage with your audience more effectively, and ultimately achieve digital success.
At OOm, a leading digital marketing agency in Singapore with a specialisation in SEO, our mission is to constantly keep abreast of the latest SEO trends. We do this to empower our clients, helping them realise their objectives and reach new heights in the digital realm.
Get in touch to find out more.
