Cadence #42 - What does 2024 hold?

I can't let edition 42 of #Cadence pass without making it the answer to life, the universe, and everything... Well, at least what I think the answer to 2024 will be.

In 2023, the landscape of SEO and content marketing underwent significant changes, primarily driven by the emergence of AI-generated content and a series of updates by Google aimed at enhancing the quality of search engine results pages (SERPs).

Looking ahead to 2024, there is an anticipation of a more profound fusion of AI with SEO and content production practices.

This will likely be accompanied by an increased focus on content authored by experts. Additionally, further innovations from Google are expected, such as the Search Generative Experience (SGE), which will further reshape the field.

My four recommended focus areas for 2024:

The Arrival Of Google Search Generative Experience (SGE)

What to Know

SGE, Google's AI-powered search experience, offers AI-generated results at the top of SERPs, enhancing user interaction with conversational engagement and relevant visuals. It's currently available in a limited form in the U.S. and in English.

How to Prepare

Focus on content that directly answers user queries and includes expert analysis, direct language, topical authority, and novel information. Maintain traditional SEO practices alongside SGE optimization.

As well as SGE appearing in SERPs, we also need to take into consideration SGE while browsing, and the ability for users to shop for products using AI-generated images.

Increasing Frequency Of Zero-Click Searches

What to Know

Increasingly, users are not clicking on SERP results due to Google's enhanced features like knowledge panels and local packs.

Zero-click searches refer to search engine queries that are answered directly on the search engine results page (SERP) itself, without the user needing to click through to a website for more information.

For website owners and content creators, zero-click searches can mean a reduction in the number of visitors to their sites, as users get the answers they need directly from the SERP.

These types of searches have become increasingly common, especially with the advancement of search engine technologies and the introduction of features like featured snippets, knowledge panels, and local packs.

How to Prepare

These are often question-based and specific, which can help you target featured snippets and voice searches.

Tailor your content to match the intent behind the search queries you're targeting. Whether users are seeking information, looking to make a purchase, or finding a location, your content should directly address their needs.

Ensure your content is well-researched, cites reputable sources, and is written by or reviewed by experts in the field.

Develop A Answer Engine Optimization (AEO) Mindset

What to Know

AEO involves optimizing content for AI-driven answer engines, reflecting the rise of chatbots and smart assistants.

Embracing AEO doesn't mean discarding your existing SEO knowledge.

How to Prepare

Develop a strategy that includes Q&A-style content and use tools to identify common questions and long-tail queries.

Structure content in formats favored by answer engines and implement schema markup.

Another key element of answer engine optimization is establishing credibility. This credibility reassures answer engines about the reliability of their results; the more trustworthy the source, the more confident Google and other engines are in its accuracy and value for their users.

Google wants credible, helpful content, from a source it is able to verify. A lot of websites impacted by the Helpful Content Update in September 2023 had "good SEO" mechanics - but they lacked the verifiable credibility and topical strength to maintain there rankings.

Focus on Topical Authority In Your Strategy

What to Know

SEO is increasingly valuing topical authority, where content demonstrates comprehensive expertise on a specific topic.

How to Prepare

Develop a deep catalog of expert content on related topics, interlinked effectively. You should also read the last cadence of 2023, which was focused on Topical Authority in SEO. You can read this here.