Search Engine Optimization (SEO) strategies have evolved a lot recently, especially with the extent to which AI technologies are incorporated into digital marketing. Tools like ChatGPT have transformed content creation and search dynamics in a way that has impacted website visibility and interaction.
Marketers are facing both new opportunities and challenges they have to overcome. And it might be confusing if they lack the right knowledge to do so.
For this reason, in this article, we have shared all the changes SEO has gone through over this year and some future-proof SEO strategies that will help you outpace a considerable % of your competitors.
3 Key SEO Changes in 2024
SEO transformations have already changed how marketers approach SEO and how search engines deliver results. Here are the three major changes currently occurring in SEO:
1. AI and Search Generative Experience (SGE)
AI has already changed the way we perceive marketing, and Google’s Search Generative Experience (SGE) is one of the most profound changes marketers need to understand.
SGE transforms the traditional search results format, and instead, it presents AI-powered results at the top of the page. This typically features only three links, meaning if your content isn’t among them, you could see a significant drop in traffic.
But what does this mean for marketers?
The answer is simple: optimizing content specifically for SGE to make their websites visible in this section at the top of the search results.
Example
If you search on Google for a certain topic, suppose, “What is SEO content marketing?” traditionally, you’ll see that the best websites that answer this question dominate the top positions in organic search results.
However, with SGE, a related business can leapfrog to become the first-best site by optimizing content to appear in the top positions.
Strategy
- Sign Up for SGE: Go to Google Labs and sign up for the SGE experiment. You might need to use a US VPN.
- Experiment: Use Google Chrome to experiment with SGE. Analyze which searches in your industry bring up SGE results.
- Optimize for SGE: Start testing and optimizing a few pages on your site to see what works for SGE. This will help you develop a strategy for when SGE is fully rolled out.
2. Short Content Ranking
Traditionally, SEO best practices emphasized long-form content. However, there’s a noticeable shift towards shorter content being rewarded by Google. This change challenges the “golden rule” that long, detailed guides are necessary for high rankings.
Example
For a high-commercial intent term like “buying a house in the USA,” you would typically expect long, detailed pages to rank well. However, recent trends show that shorter, more concise pages also rank highly, which indicates that Google values content that is direct, regardless of length.
Strategy
- Assess Content-Length: When creating new content, share information that is genuinely useful to users.
- Analyze Competitors: Check what type of content (short or long) currently ranks well in your niche.
- Experiment: Produce both short and long content pieces and monitor their performance. Then, adapt your strategy based on what works best for your target audience.
3. Google Perspectives
Google Perspectives is a feature that has been tested since 2022, and it showcases user-generated content (UGC) such as videos, Reddit posts, and forum discussions. It is currently visible on mobile in the US and emphasizes individual perspectives over branded content.
Example
Searches with the Perspectives filter might bring up YouTube videos, TikTok clips, Reddit threads, and Quora Q&A. This shift shows businesses need to focus on customer-generated content.
Strategy
- Familiarize Yourself with Perspectives: Explore which searches have better Perspectives results and the types of UGC that appear.
- Engage with UGC: Participate in relevant online discussions and forums and encourage customers to share their experiences on platforms like YouTube and TikTok.
- Incentivize Content Creation: Develop strategies to inspire customers to share content about your products or services. This could include social media campaigns, ambassador programs, or direct engagement with users who have already mentioned your brand.
The Importance of Search Intent in SEO: Why Most SEOs Get It Wrong
Search intent is a fundamental aspect of SEO often misunderstood or overlooked by many SEOs. Without aligning your content with the searcher’s intent, your SEO efforts could easily fail. Google’s primary objective is to deliver the best possible results for any given query, and it’s important to use search intent correctly to improve your content and rankings.
Why SEOs Get Search Intent Wrong
1. Search Intent is Not a Primary Focus
Even though we know the importance of search intent, it’s often treated as a secondary priority. SEOs frequently take one of two paths:
- Conduct a quick search for the target keyword, look up the titles, and create a blog post similar to the top results without deeper analysis.
- Classify the keyword as informational, commercial, or conversion without considering the nuances.
Spending mere seconds or minutes on search intent leads to missed opportunities. Understanding search intent requires thorough research and due persistence.
2. Changing Search Intent
Search intent is not static. It evolves over time due to changing interests, world events, and new information. For example, many keywords had different search intents before and after the COVID-19 pandemic. While we can update our content to match changing intents, this highlights the dynamic nature of search intent, and it can be challenging to always get it right.
3. Refined Search Intent
Search intent is complex and often nuanced. Intent can’t always be neatly categorized, but it should guide the structure and content of your pages. If you align your content with search intent, you can improve your rankings and enhance user satisfaction and trust, leading to better conversion rates.
How to Understand and Use Search Intent
To use search intent effectively, follow these steps:
1. Analyze the SERP
When researching a keyword, start by analyzing the SERP (Search Engine Results Page). Pay attention to two main aspects:
Top Results: These are Google’s picks for the best match to the query. They show up first when you search for a keyword or topic on Google. Study these pages to understand what makes them rank highly.
SERP Features: These provide insights into micro-nuances of intent. For example, an image collection suggests a preference for visual content, while the “People also ask” box can reveal common themes and questions related to the query.
2. Examine SERP Features
SERP features, such as image packs, video carousels, and “People also ask” boxes, offer valuable clues about search intent. For instance, if the SERP for “nature photography” shows an image pack at the top, it indicates that searchers want to see visual content. But if you face product recommendations, this suggests commercial intent.
3. Study Top-Ranking Pages
Analyze the top-ranking pages for your target keyword. Look for common themes, topics, and formats. Determine who they are speaking to and how they address the search intent. This will help you create content that aligns with what searchers want.
4. Use Tools for Deeper Insights
With tools like ChatGPT and Ahrefs’ or Semrush Keywords Explorer, you can gain deeper insights into search intent. For example, you can ask tools like ChatGPT to identify commonalities between top-ranking pages or use an SEO tool to find related terms and topics.
5. Create Content that Satisfies Intent
Once you understand search intent, create content that satisfies it. Your content must be structured, written, and designed to provide a great user experience. The more people find their answers within your content, the higher it will rank.
Practical Example: Searching “Nature Photography”
1. Analyze the SERP
The presence of an image pack (like the one that appears when we search this keyword) suggests a preference for visual content. The “People also ask” box reveals questions about nature photography, such as what it is, its genre, and what a nature photographer is. This indicated that searchers might be looking for ways to learn more about this industry.
2. Examine SERP Features
The SERP features can validate insights. For example, if you see product recommendations, these focus on commercial intent, while related searches might focus on popular photography equipment or tips for capturing stunning nature shots.
3. Study Top-Ranking Pages
Analyze the top-ranking pages to identify common themes. For “nature photography,” top pages display visual content.
4. Use Tools for Insights
Use ChatGPT to identify common themes among top-ranking pages and Ahrefs to find related terms and topics.
5. Create Content
Based on step number 4, create a visually appealing, informative post that addresses what people want to know. For example, you can create a detailed blog post on nature photography and how to get into this industry. Include practical tips, images, and product recommendations to satisfy search intent.
The Changing SEO Landscape
Here are three strategies to future-proof your SEO efforts.
Strategy 1: Infuse Human Perspective into AI-Generated Content
While AI tools like ChatGPT can generate a large volume of content quickly, this content often lacks the authenticity that resonates with readers. The key to successful SEO in 2024 lies in integrating AI efficiency with human insight. Here’s how you can achieve this:
1. Create a Topical Map
Start by generating a list of topics that establish your authority in your niche. Use ChatGPT to generate 30 semantically relevant but unique topics under your main category. For each topic, create variations addressing different search intents, such as “how to,” “why to,” etc. This approach ensures you cover all relevant subtopics thoroughly.
2. Outline and Expand
Use ChatGPT to create detailed outlines for each topic. Prompt the AI to write as a professional in your field and then adapt the content for your target audience.
3. Add Human Touch
Once you have the AI-generated content, rewrite and improve, adding your personal experiences, opinions, and stories. This human element will make your content more engaging and trustworthy. Readers and search engines value unique insights only a human can provide.
Strategy 2: Optimize for AI-Powered Search Results
Google’s AI-powered snapshots are changing how search results are displayed. Instead of the traditional list of links, users now see AI-generated answers with clickable sources. To optimize your content, follow these steps:
1. Answer Targeted Questions
What is it that your target audience wants to know? Identify and gather their questions and provide clear, concise answers within your content. Position these answers either at the beginning or within relevant sections of your posts.
2. Use Headers and Precise Language
Incorporate the question as a header where possible, and ensure your answer is precise and to the point. Aim for 150-300 characters for each answer, making it easy for Google to extract and feature your content.
3. Use AI Assistance
This step is optional, but you can use ChatGPT to refine your answers and ensure they are well-articulated. This approach improves readability and increases the chances of your content being featured in AI snapshots.
Strategy 3: Include Video Content
Video content has become very important in SEO. YouTube, the second-largest search engine, allows marketers to reach a broader audience and build trust more effectively than written content. Here’s how to optimize your video SEO:
1. Keyword Research
Use tools to identify keyword phrases relevant to your niche. (Morningfame is one of many). Focus on specific, long-tail keywords that you can rank for based on your channel size and audience.
2. Optimize Titles and Descriptions
Include your target keyword phrase in your video title, along with an intriguing element, to get more clicks. Do not use click-baits; this could lower your audience’s trust in your brand. Use the keyword in your video description and mention it verbally in the video itself.
3. Create Engaging Content
Ensure your videos are engaging, informative and reflective of your personality. This approach not only helps with initial search visibility but also encourages viewers to watch more of your content. At the same time this increases chanced of your videos being recommended by YouTube.
The Verdict
The SEO outlook has significantly changed in recent years due to the influence of AI. This is why nowadays, it’s more important than ever to adapt strategies closely related to AI-generated content. In other words, a marketer has to “feed” the mechanism after all these SEO changes have occurred in order to increase the chances of ranking higher on Google. Such strategies include incorporating human insights in content, optimizing for AI-powered search results, and focusing on video content.