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?

NO.

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.