The impact of AI on SEO in 2024

Search engine optimisation (SEO) has undergone a particularly dramatic shift this year. This transformation is primarily attributed to the increasing integration of AI into mainstream search engine algorithms, notably by Google and other major search engines.

Ahead of the new year, it is therefore essential for marketing professionals to have a deep understanding of the current trends and progress shaping today’s SEO. Understanding the role of AI within Google’s search algorithm and how it enhances search results is essential to grow the digital presence of your business.

Here’s a list of upcoming trends that you should prepare your business for:

1. AI will change the current search algorithm

The internet currently holds 1,805,260,010 websites so how can you as a business cut through the noise? AI, notably large language models (LLMs) like ChatGPT, Bing AI, and Google Bard, has profoundly influenced content consumption and search algorithms.

Google’s implementation of AI, particularly through Google Bard, transformed its search algorithm by efficiently processing extensive data. According to the Search Engine Journal, Google will soon be expanding its AI’s Search Generative Experience to 120 countries, with the intention of offering users a summary at first glance.

This AI-driven algorithm can enhance Google’s search in three ways:
– By understanding people’ underlying search intent and ambiguous queries
– By tailoring search outcomes for individual users
– By getting a better understanding of nuanced content and higher-quality search results

2. Google will disregard your website if it reads it as spam

Google is now better equipped at identifying spam. AI-driven spam detection systems, like SpamBrain, significantly improve identifying and penalising spammy content. These AI-powered tools differentiate high-quality links from low-quality ones, ensuring only credible content ranks on Google’s Search Engine Results Pages (SERPs).
In essence, AI integration into Google’s algorithm will therefore not only augment search efficiency but also improve the user experience. By bridging the gap between machine comprehension and human language, Google will ensure a more intuitive, user-friendly interaction in its search engine, offering higher-quality and relevant content.

3. User behavioural factors in SEO

There has been a noticeable shift in search algorithms towards using user behaviour metrics as indicators of content quality. Google now factors in metrics like dwell time, bounce rate, and browsing patterns to assess a page’s relevance and ranking. This user-centric approach is reshaping the SEO landscape.

4. User experience optimisation (UXO) in SEO

The growing importance of User Experience Optimisation in SEO necessitates the integration of traditional SEO strategies with UX best practices. This ensures a seamless user journey, optimising engagement and visibility. This is why it is essential that your website has an intuitive navigation menu.

5. Content quality and indexing approach

Google’s emphasis on Expertise, Authority, Trustworthiness (EAT) has expanded to include the user’s experience (E-E-A-T). So, demonstrating expertise in content marketing and building a strong brand identity will still be essential for SEO success and getting your website to rank.

Google’s strategic approach to content indexing focuses on user demand and content quality, leading SEO professionals to adopt balanced and measured content strategies. Understanding aggregated data and ensuring content meets quality standards is key.

6. Evolution of link building and technical SEO

Link building’s significance in SEO has evolved from focusing solely on quantity to prioritising quality and relevance. Google’s refinement in evaluating links and the growing importance of technical SEO underscore the need for websites to optimise for crawlability, speed, and mobile-friendliness.

7 tips to get you up to speed

We’ve consolidated the following 7 tips to help you hit the ground running.

Master the SEO basics: A solid grasp of SEO basics like keyword exploration, technical fine-tuning, on-page enhancements, and link establishment is now fundamental.
Stay informed with SEO trends: It’s pivotal for SEO experts to stay abreast of the latest algorithm alterations, industry advancements, and trends to adapt their strategies effectively.
Be user-focused. Know what your audience wants: Higher ranking on Google’s SERP now revolves around creating user-centered content and optimising web pages accordingly. Prioritise enhancing user experience and delivering valuable content aligned with search intent.
Is your website user friendly?: Delve into technical aspects such as website speed, crawl accessibility, mobile responsiveness, and structured data markup. Ensure your website is user-friendly, informative, and easily interpreted by search engines.
Keep learning: Given the ever-evolving nature of SEO, committing to ongoing education and professional growth is crucial. Stay updated on emerging trends, methodologies, and industry developments.
Learn from industry experts: Rely on credible industry experts, reputable digital marketing/SEO blogs, and official Google guidelines for continuous learning from reliable sources.
Test, gauge, refine: Employ tracking tools and analytics solutions like SEMRush, Ahrefs, or Google Analytics to assess SEO performance. Utilise data to drive decisions and enhance your SaaS SEO strategy.

The SEO landscape is ever-changing and requires a comprehensive understanding of AI’s impact, user-centric approaches, technical optimisations, content quality factors, and the changing nature of indexing.

Adapting to these shifts while staying informed about the latest industry developments and following best practices will be crucial for sustainable success in SEO next year.

We can help

We understand that SEO can be quite technical. At AD Media, our experience in SEO can help you craft the right SEO strategy for your business needs. Reach out to us on 0416 022 287 or email us at info@admedia.net.au for more information or a complimentary consultation.