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From SEJ’s SEO Trends 2024 ebook, which offers an annual roundup of expert insights into the upcoming year’s developments, comes this excerpt:
As of the time of writing, Google’s “Search Generative Experience (SGE)” remains in its experimental phase. There is considerable speculation regarding the potential implications of the in-platform chatbot for SEO outcomes, website traffic, and revenue should SGE become a standard feature of the Google experience.
While a public release of SGE appears to be indefinitely postponed, it is prudent to still make preparations for its potential implementation.
Only time will reveal the true impact of user-facing AI functionalities within search engines on SEO.
Numerous platforms are introducing novel features aimed at retaining users within their ecosystem by providing desired information directly within the platform itself – reminiscent of the introduction of featured snippets. This approach contrasts with the traditional practice of redirecting users to external websites.
However, users will invariably venture off-platform when necessary. Therefore, it will be imperative to discern when to offer an optimal in-platform experience and when to guide users to external sources, as this distinction will be pivotal for the success of both platforms and website owners.
Avoid conflicting with user intent; if users seek quick answers, they’ll naturally gravitate towards the easiest route. However, when users desire original content, innovative solutions, or complex products, you have a chance to differentiate yourself.
Knowing when to align with generative AI and when to challenge it could be the key to enhancing your brand visibility across various search intents and categories.
In essence: AI integration in search will disrupt performance metrics across various query types and data retrieval methods, potentially reshaping platform dynamics. Success in search hinges on being accessible to generative AI while maximizing opportunities to showcase your brand to users. Human input remains indispensable for crafting effective SEO strategies in an evolving AI-driven landscape, maintaining relevance for the foreseeable future.
Andrew Chadwick, the Founder of Keyword Insights, emphasizes the need for SEO experts to adapt to the evolving digital landscape by shifting focus from traditional search engine optimization (SEO) to search experience optimization (SXO).
Traditionally, SXO centered on improving website user experience. However, it now extends to optimizing content for specific platforms where the target audience engages.
Understanding user behaviors on platforms like TikTok, Instagram, and Pinterest is crucial, as is refining the overall user experience.
Given Google’s efforts to retain users within its ecosystem, businesses and SEO professionals should prioritize creating tailored content for these platforms.
This is particularly relevant as Google, along with the Search Generative Experience (SGE), incorporates a diverse range of dynamic content into search results, as evidenced by the increasing visibility of TikTok entries.
AI-Powered Content Generation
In 2024, the prevalence of AI for content generation is expected to increase. While AI offers efficiency in content creation, SEO professionals and businesses must exercise caution in its use.
Maintaining authenticity necessitates a balance between AI-generated content and personal experiences, original ideas, and unique perspectives.
Leveraging AI tools strategically can streamline certain aspects of the content creation process, saving time and resources.
Building A Strong Brand Presence
In a landscape where Google’s search engine results pages (SERPs) evolve rapidly, establishing a robust brand presence is essential.
Recognizable brands are often more likely to attract clicks and stand out in the ever-changing algorithms of generative AI.
To enhance brand visibility, SEO professionals and businesses should invest in brand-building strategies such as collaborating with influencers, providing exceptional customer experiences, and consistently delivering valuable content.
A strong brand can help buffer against the impact of algorithm changes and foster sustained visibility and growth.
These trends underscore the evolving nature of SEO, which now emphasizes optimizing for the entire search experience and aligning with user preferences.
Businesses that embrace and adapt to these trends are poised to achieve greater success in their SEO endeavors in 2024 and beyond.
Eli Schwartz, Growth Advisor, Product-Led SEO
SEO Specialists: Brace Yourself for Search Experience Transformation with “Search Experience Optimization”
The emergence of Search Generative Experience (SGE) has the potential to revolutionize the landscape of search.
No longer will SEO solely revolve around presenting 10 blue links or a map result.
The development of “search experiences” has the capability to completely reshape how individuals utilize search engines to find information online. While the reception from users remains uncertain, the inevitability of change within the realm of search is undeniable.
These advancements may prove beneficial for some, detrimental for others, but undoubtedly bring about a significant shift for all.
Furthermore, this evolving search experience could prompt alterations in market share dynamics. Will users transition towards ChatGPT or migrate to Bing? The possibilities for evolution are endless.
As we navigate through 2024, it’s imperative to contemplate these factors. Unlike previous years, where the trajectory of search seemed evident, the current landscape is characterized by uncertainty.
Once this Pandora’s box is opened, the realm of possibilities becomes boundless.
Olga Zarr, SEO Consultant, SEOSLY
SEO Experts: Brace Yourselves for the Rise of Search Generative Experience and “Search Experience Optimization”
In 2024, the predominant trend shaping SEO is the continued expansion and impact of AI technologies, including ChatGPT, Bing Chat, and Bard.
The advancements such as GPT-4, DALL•E-3, and PaLM 2 indicate that this trajectory will only gain momentum.
A Paradigm Shift in Search
These sophisticated tools are fundamentally reshaping the SEO landscape, nudging us towards a more automated framework, whether we embrace it or not.
These shifts prompt a fundamental query: Is traditional SEO as we know it inching towards obsolescence? While its disappearance overnight seems improbable, the seismic changes occurring are undeniable.
Major search engines like Google (through Search Generative Experience) and Bing (via Bing Chat) are progressively integrating AI-generated content into their search outcomes. This marks one of the most profound transformations witnessed in decades.
As SEO practitioners, it is imperative for us to remain abreast of these developments and consistently refine our strategies and tools to harness the potential of AI. Striking the right balance between leveraging AI for efficiency and preserving human expertise for strategic decision-making is paramount.
The Human Element In SEO Is Irreplaceable
Humans offer a depth of comprehension and analysis that AI currently cannot replicate, at least not to the same extent.
Nevertheless, the SEO domain is undergoing a transformation, and its future state may be unrecognizable in the next five to 10 years. Despite this evolution, the fundamental essence of our role remains consistent: facilitating connections between businesses and their customers.
While the tools and platforms may undergo changes, the demand for skilled practitioners, whether termed as AIOs (Artificial Intelligence Optimizers), SEO professionals, or by other titles in the future, will persist.
We must anticipate embracing novel SEO techniques and devising inventive methods to gauge our impact and assist clients in attaining visibility.
This might entail mastering the art of presenting clients’ content effectively in AI-generated search outcomes, ensuring they stand out amidst this evolving landscape.
The ascent of AI in SEO is an undeniable trend that demands attention. It brings both challenges and opportunities, and it falls upon us to navigate through these challenges.
The SEO terrain is swiftly evolving, and our approaches in 2024 and beyond must adapt accordingly, or else we risk rendering ourselves and our services obsolete.
Patrick Stox, Product Advisor & Technical SEO, Ahrefs
SEO Experts: Brace for the Era of Search Generative Experience and “Search Experience Optimization”
Challenges with Click Attribution
The landscape is shifting towards fewer clicks and reduced click data, particularly with the emergence of Search Generative Experience (SGE).
It’s probable that users will click through to websites less frequently across various queries.
I anticipate that search engines may not provide ranking data for these clicks in the near future. Even if they do, it will likely be convoluted, with multiple websites listed within each section.
Challenges with Rank Tracking in SGE
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Traditional rank trackers haven’t encountered the need to render or await results as they will with SGE. Consequently, the cost of rank tracking for SGE is expected to be considerably higher.
Conversely, with a heightened focus on machine learning, 2024 will witness the mainstream adoption of more SEO automation.
This will streamline the lives of SEO professionals, liberating them from numerous mundane and time-consuming tasks.
Original news from SearchEngineJournal
