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What’s New in SEO for 2024?

There’s a lot to know about SEO in 2024. From artificial intelligence to video SEO and topical authority, we’ve covered it all in this article.

SEO stands for Search Engine Optimization. But it could also stand for Something Else to be aware Of.

(Yes, we know that acronym is quite the stretch.)

The point is, SEO is ever-changing. And so business owners must be ever-learning. But that’s what our team is here for! To keep you in the loop and make it jazzy. With that in mind, here are five SEO concepts we think you should be aware of in 2024.

1. Google’s Search Generative Experience (SGE)

As always, Google is looking to stay ahead of the game. This time, they’re determined to improve search with the help of generative AI.

For now, Google users have to opt-in to use the company’s new program, called Search Generative Experience. (That’s because the technology is still experimental.) But here’s how the experience differs from traditional search as of right now:

  • SGE continues to point you in the direction of relevant websites. However, it also provides helpful AI-generated suggestions at the top of the search engine results page (SERP.)
  • To the right of those suggestions, SGE supplies links to related and helpful resources.
  • Below the SGE suggestions are the typical results of a traditional search.

This technology seems simple, but it’s pretty beneficial to the user. Above all, SGE allows you to ask complicated questions and get streamlined answers—as opposed to asking one simple question at a time until you’ve pieced together the information you need.

(Google uses this prompt as an example of something you could ask SGE: “What’s better for a family with kids under 3 and a dog, Bryce Canyon or Arches?”)

This technology has the power to transform how we use search engines. Naturally, this means it will have a big impact on the field of SEO. Ranking high on SERPs will become even more important as SGE responses take up crucial real estate on the page. (And will also result in an even higher rate of zero-click searches, which we’ll talk about in a bit.)

Ultimately, this means that more than ever before, businesses need to identify themselves as experienced, knowledgeable, and useful resources within their online communities.

2. Zero-Click Searches

Have you ever typed a question into Google, received your answer at the top of the SERP, and left the window without clicking on a link? That’s what’s called a “zero-click search,” and it’s happening more and more often. And, considering the up-and-coming SGE from Google, that trend is not likely to change any time soon.

So, if more people are finding answers to their questions without clicking on links, what does that mean for your website? Should you give up on producing high-quality, helpful content?


Right now, about 50% of Google searches end without the user clicking on a link to visit another website. But, because Google gets around 8.5 billion searches per day, there’s still plenty of business to go around. The best way to combat the zero-click-search trend is to be even more thoughtful about the type of content you’re producing, as well as the keywords you’re targeting.

Some online inquiries can’t be answered in a quick snapshot, and those need to be the kinds of information gaps you’re looking to fill. Of course, you shouldn’t shy away from answering the easy questions too. Just make sure your website content is rich enough to draw users in and keep them there.

More than ever before, businesses need to identify themselves as experienced, knowledgeable, and useful resources within their online communities.

3. The Google/Reddit Deal

This is such a big deal (pun intended) that we’ve actually written a whole article about it, which you can read here. Basically, Google and Reddit have teamed up to improve Google’s AI and put Reddit content on the map. That may not seem like it’s relevant, but it will likely have big implications for SEO moving forward.

Above all, this deal is an indication that users are looking for answers that come from personal experience. And Google knows it. So it’s important to understand your voice as a company and leverage it in a way that is helpful to users . . . and maybe make a Reddit business account while you’re at it.

4. Video SEO

Video marketing has been around for decades. But did you know this area of advertising can impact your company’s SEO? Now, more than ever, search engine algorithms are looking for websites with high-quality videos. That’s because more and more online users are looking for video content specifically. (That’s why Google has dedicated an entire search category to video content.)

It also helps to keep in mind that Google owns YouTube. There’s no doubt about it: Google cares about video. So if you haven’t yet invested in this area of marketing, 2024 is the year to get started.

5. Topical Authority

In the online world, the term “topical authority” represents a website’s efforts to become the premier source of content about a given topic. Here are a few examples of websites with topical authority:

  • WebMD (health, fitness, and medical info)
  • Forbes (personal finance, career, and business info)
  • ESPN (sports news)

As you can see from all the information we’ve highlighted in this article (and trust us, this is just the tip of the iceberg when it comes to SEO topics we could talk about this year), SEO is in a state of constant flux. Things are changing . . . and rapidly. However, websites with topical authority have so far remained unaffected by the changes at Google. And they will likely continue to stay stable.

Now, we’re not saying you need to be as big as WebMD. That website is a massive fish in an even more massive pond. All we’re saying is that you need to be the biggest fish in your much smaller pond. How? By following all the tried and true SEO advice we’ve given you thus far. If you’re looking for a place to start, we recommend you go back and read these articles:

In 2024, the principles outlined in these articles are more important now than they’ve ever been before. And if you need help getting started? You know who to call.

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