2024 SEO Trends: Predictions of What’s Coming and How to Adapt

by | Jan 4, 2024

As we look towards 2024, the landscape of search engine optimization (SEO) is evolving rapidly. Understanding and adapting to these changes is crucial for digital marketers and content creators. This guide outlines 2024 SEO trends we’re expecting and provides actionable steps to help you stay ahead.

Resurgence of PageRank 2.0 to Combat AI Content

pagerank formula

Source: https://youtu.be/u8HtO7Gd5q0?si=lBpzNVls-u4ucD6W

AI technologies are becoming better at creating content. This has led to a growing concern about the spread of low-quality or inauthentic content. Google aims to prioritize content from reputable and authoritative sources. By refocusing on PageRank or an alternative source and content quality model, they can effectively distinguish between AI-generated content and genuinely valuable, human-created material. This shift is a response to the challenge of maintaining the integrity and usefulness of search results. It comes in an era increasingly dominated by AI capabilities in content creation.

  • How to Do It:
    • Acquire backlinks from reputable, authoritative websites.  Focus on links directly to the target content over building domain-level links.
    • Develop informative, well-researched content to attract quality backlinks.
    • Balance AI-generated content with human insights and expertise to maintain authenticity.

Answer Engine Optimization (AEO)

Google Answer Engine Optimization (AEO) Example

With the rise of AI, chatbots, and voice search, optimizing content for answer engines like ChatGPT or Google’s search engine is crucial. This involves creating clear, concise, and direct content that AI can easily process and cite in responses. A strategy to consider is incorporating robust Q&A-style formats in content, including FAQs and structuring long-form content around key questions relevant to conversational searches​.  Learn more about Answer Engine Optimization.

  • How to Do It:
    • Develop content that answers specific questions directly and clearly.
    • Incorporate a Q&A format in your content.
    • Structure your content around potential conversational search queries.
    • Focus on clarity and conciseness to facilitate AI and machine learning algorithms’ understanding.

Topical Authority

SEO topical authority example

Establishing topical authority is becoming vital. This involves becoming a trusted source on a specific topic, ensuring comprehensive coverage of all aspects of the subject. Search engines like Google are prioritizing content that demonstrates authority through experience, expertise, authoritativeness, and trustworthiness. Achieving this requires developing expert and high-quality content across a specific topic and building a deep catalog of related content​.

The path to becoming a recognized authority involves consistently creating expert, high-quality content within your niche. This means delving deep into the topic, addressing all its nuances, and presenting your insights in a way that showcases your expertise. Furthermore, it necessitates building a robust catalog of interconnected content that reinforces your authority and offers valuable resources to your audience.  See Ahref’s guide to topical authority.

  • How to Do It:
    • Create comprehensive content that covers all aspects of your chosen topic in depth.
    • Build a wide range of content, including related subtopics.  Interconnect relevant content with internal links.
    • Use author bios for credentialed writers.

Video SEO

video seo example

With digital video viewership anticipated to reach 3.5 billion by the end of 2023, video content is a significant opportunity. Video content is highly shareable and influential in purchase decisions. To leverage this, it’s important to create and optimize video content for both Google and YouTube search results​.  See Backlinko’s Definitive Guide to Video SEO.

  • How to Do It:
    • Produce engaging video content that addresses the needs and interests of your audience.
    • Optimize video titles, descriptions, and tags for search engine visibility.
    • Embed videos in relevant textual content on your website.

Refreshing Existing Content

Line graph of organic traffic

Due to increasing competition and content velocity, it’s vital to update content to maintain relevance in SERPs regularly. The lifecycle of content is accelerating, necessitating ongoing efforts to refresh and update existing content to stay competitive​.  Take a data-driven approach by tracking which pages are most worth updating or expanding to prioritize your focus.  See Ahrefs’ guide to content refreshes.

  • How to Do It:
    • Regularly review and update your older content to keep it current and relevant.
    • Incorporate the latest information and data into your existing articles and posts.
    • Update internal and external links within your content to maintain its usefulness and relevance.

Google Search Generative Experience (SGE)

SGE is an innovative feature from Google that leverages advanced AI and machine learning technologies to enhance search results. It’s designed to understand and interpret complex user queries more effectively and provide more accurate, comprehensive, and contextually relevant answers. Unlike traditional search results that primarily link to existing web pages, SGE can generate responses directly, synthesizing information from various sources. This technology represents a significant shift in how search engines operate, emphasizing the importance of clear, authoritative, and easily parseable content for businesses and content creators looking to optimize their online presence.

  • How to Do It:
    • Understand the capabilities of Google’s SGE in generating responses to user queries.
    • Optimize your content to be easily discoverable and usable by Google SGE for generating accurate and comprehensive answers.
    • Focus on providing clear, concise, and informative content that Google SGE can effectively parse and present in response to search queries.
    • Stay updated with the latest developments and guidelines from Google regarding SGE to ensure your content remains relevant and compatible with these advancements.


As we start 2024, the SEO landscape is rapidly transforming. Key trends like the resurgence of PageRank, influenced by the rise of AI-generated content, are shaping strategies. Google is focusing on content authenticity, highlighting the importance of quality backlinks and authoritative content. Other notable trends include Answer Engine Optimization, Topical Authority, Video SEO, and the Google Search Generative Experience.

Each trend demands specific strategies, such as developing clear, concise content and staying updated with AI advancements. Adapting to these changes is crucial for success in the dynamic field of digital marketing.

Future-proof your SEO.  Talk with our team to see how we can help.  Book a free marketing review and strategy call.

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Ryder Meehan

Ryder Meehan

Ryder has been on a 16-year journey to master digital marketing from every aspect. His resume includes Razorfish, Slighshot, Fossil, Samsung Mobile and Tatcha before launching Upgrow. Ryder is the acting CEO, heading business development and account services. He has been featured as a digital marketing leader on Forbes, PRNews, Business.com, Workamajig, Databox, Fit Small Biz and other outlets.

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