It’s an exciting but nail-biting time for SEO (as usual!).

We can’t see into the future, but there has been a lot of chatter in the SEO world around trends that will impact search in 2024.

Below are our trend predictions for 2024, including our thoughts on how AI will influence search, the search alternatives people are turning to, and a rise in zero-click searches.

1. Google SGE & zero-click searches

Image Source

Google SGE (Search Generative Experience) is currently being developed in Google Search Labs. Unlike chatbots that are currently open for public use - think Bard, ChatGPT, Jasper, SGE is an ‘add on’ to the SERP that returns an AI powered result.

So, when a user searches for ‘how do car engines work?’, SGE will return a result above the traditional blue-link results that contains an answer, links, visuals, and options to ask further questions.

The concern a lot of SEO’s have is that this will cause a rise in ‘zero click searches’ - which occur when users get the answer they are looking for without ever leaving the SERP.

Zero click searches have existed for a while as Google has made results pages more informative with various featured snippets, local packs, etc. All of these features do ultimately create a better search experience, but SGE could take it to another level.

This is yet to be rolled out onto mainstream search, with no launch date in sight at the time of writing.

But that doesn’t mean SEO’s can’t do anything to prepare for its arrival.

If less users are likely to come directly from search into your site, working on brand positioning, the quality of your website and the information on it (especially taking E-E-A-T into consideration) is vital.

2. Better, means-tested AI integrations

In 2023, AI dominated conversations, with marketers scrambling to stay ahead of the curve as the technology tech fell into mainstream use.

Whilst this was a cause for concern last year, 2024 is likely to see much more sophisticated tools, integrations, and use cases for AI that will transform workflows of the SEO’s who are using it for the right reasons.

For those who are taking a more cautious approach, AI may become more appealing as tools start to mature.

Some uses for AI that will become more commonplace in 2024 include:

• Connecting and analysing data sources
• Assisting with keyword research and trend spotting
• Fine tuning content production workflows
• Automation of repetitive and routine tasks
• Creating custom chatbots and tools
  
  

These are uses that once, might have seemed impossible for freelancers, smaller businesses, and those who don’t have a technical background. But companies like OpenAI, who recently opened up the GPT store, are making AI solutions more accessible.

It’s important to note that despite the dizzying rate at which AI has developed, it is far away from being perfect. Test and use AI tools with care, and make sure you fact check any outputs.

3. More people will use alternatives to search engines

The way that people are using the internet today is vastly different to 5 or so years ago.

Searchers are using platforms like TikTok as search engines in their own right, with recent research showing that 40% of consumers use it to look things up instead of turning to traditional platforms like Google.

There have been arguments recently over whether TikTok is a bona fide search engine or not, with some even using screenshots of TikTok videos being indexed in the SERP as proof that ‘Google is taking TikTok seriously’. However, this doesn’t actually prove anything - Google indexes and ranks the website as it does any other site. What it does show is that it’s possible to optimise TikTok videos via captions and other signals.

We’d argue that it technically isn’t a search engine, since it only serves up content created on its own platform.

Instead, we’d classify TikTok and other platforms where users can search UGC as a ‘search experience’ rather than a search engine.

The reality is that more users, especially Gen Z’ers, are turning to these alternative platforms to find answers.

Google isn’t bulletproof, so focusing on how SEO fundamentals can be brought to TikTok, Instagram, Pinterest, and other search experiences should be part of your search strategy this year.

4. A bigger focus on user generated content

As Google improves rankings for Reddit, Quora, and other sites that rely on User Generated Content, it’s clear that unique perspectives and experiences are a must for brands who want to harness their organic potential.

Reddit - screenshot from Semrush

Quora - screenshot from Semrush


Note - the ranking spikes caused by Google’s Hidden Gems update has caused some controversy amongst the SEO community, as there are a number of Quora pages that are either very obviously AI generated, or poor quality. This is causing people to suspect that Google has mucked up a bit here, so we may see this drop down during the next core algorithm update.

UGC generates trust and creates communities through providing new, dynamic content. This can be done through encouraging users to leave reviews, inviting them to write guest blogs, looking out for opportunities for users to create TikTok or Instagram content on your product or services, and more.

The key is to deliver what polished, serious on-brand content can’t - first-hand experiences that are written for people, by people. This means creating a community and an affinity between your brand and users.

What else can we expect in 2024?

There are plenty of trends to keep note of, but the above are the core predictions we’ve been thinking about. The way search is changing means there needs to be more focus on thought leadership and growing a bolder, more authoritative online presence to build brands that perform across the web.

If you think your website could use our expert insights, get in touch with the team so we can have a chat about your focuses for 2024 and beyond.