Google has rolled out 36 significant search engine algorithm updates in the last five years, all aimed at delivering superior content more swiftly. However, mastering its over 200 ranking factors can feel like swimming upstream. It is tough to make progress without the right plan. Yet, we push forward, directly into one of the biggest updates yet—artificial intelligence, evolving user intent, answer engines, and beyond.

In 2024, we transition from traditional SEO tactics to focusing on optimizing user experiences. Here are the top five SEO trends that are shaping this evolution this year.

Google Algorithm updates

AI-generated Content and Its Effect on Rankings

In March 2024, Google released one of the largest Core Algorithm updates ever, adding to another major SEO Trend. This update aims to “…address new and evolving abusive practices that lead to unoriginal, low-quality content showing up on Search.” Google plans to cut low-quality content in search results by 40%. This will cause the biggest fluctuations in keyword rankings we’ve ever seen from other algorithm updates.

This update is a big deal because, for the last year, many people have used AI to mass-produce content tailored for search engines, not users. Those are the people who will be most negatively affected by this update. It will force teams to rethink how they use AI in their workflows.

A recent study by Ahrefs found that 96.55% of content gets no traffic from Google. Additionally, research from SEMrush shows that 55% of marketers have reported significant drops in rankings since the update. These stats highlight the importance of producing high-quality, user-focused content.

Credit – AHREFS

For businesses and content creators, this means a shift towards producing high-quality, original content that aligns with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) standards is more crucial than ever. Content that genuinely addresses user intent and provides value will stand a better chance of performing well under the new update guidelines.

a. How Can You Prepare?

Focus on expert content: Your team should create expert point-of-view content that provides unique and valuable insights not yet covered in search results. Your users should read one piece of content, have all their questions answered, and be able to apply what they’ve learned to achieve their goals. 

Use the questions below, derived from Google’s helpful content update, to analyze your content quality.

1. Does your content provide a substantial, complete, or comprehensive description of the topic?
2. Does your content demonstrate expertise and depth of knowledge?
3. Does your content avoid factual errors and contain easily verifiable and trustworthy sources?
4. Is your content free of styling or grammatical inconsistencies and errors?
5. Does your content provide original information, reporting, research, or analysis?
6. Does your content provide substantial value when compared to other pages in search results?
7. Does your content provide insightful analysis or interesting information that is beyond the obvious?
8. Is your content something you’d want to bookmark, share with a friend, or recommend?
9. Could your content be referenced by a reputable source?
10. Does your content read like a human and not AI?

A study by These statistics highlight the importance of creating high-quality, expert content to stay competitive in Search Engine Journal shows that over 60% of AI-generated content is flagged as low quality. Additionally, Google’s own research indicates a 40% decrease in low-quality content in search results following their March 2024 update. 

Therefore, Make sure your content is comprehensive, answering all user questions and providing actionable insights.

b. Stop thinking of AI as a content-writing tool: 

Another major SEO Trends is to stop using AI as a content-creating tool. I can’t stress this enough. AI is great for speeding up your SEO workflows, generating ideas, and optimizing content. But AI should not write content in 2024! Tools like ChatGPT, Bard, and Claude summarize existing search results. These models are trained on existing data and can’t offer unique and original insights.

Also Read- AI And Machine Learning In SEO: What You Need To Know In 2024

Shift your mindset from “search engine optimizer” to “user experience optimizer”: Focus on user-first content over search engine-first content, and the search engines will follow.

Increased Focus on Mobile User Experience

Google finished its mobile-first indexing in Q4 2023. This change pushes us to move from SEO experts to search engine experience (SXO) experts. SXO blends SEO, CRO, and UX. We must optimize for mobile speed and learn mobile-friendly design to improve functionality.

Here are the key performance indicators (KPIs) to track for a positive mobile experience:

Also Read – The Importance Of User Experience (UX) For SEO

a. Mobile Traffic Share: This shows the percentage of your website traffic from mobile devices. An increase in mobile traffic share indicates that your website is well-optimized and engaging users effectively.

b. Mobile Search Rankings: Track your keyword rankings and visibility on mobile search results. Even if your audience mainly uses desktops (like in B2B or healthcare sectors), good mobile rankings often translate to better desktop rankings and visibility.

c. Mobile Bounce Rate: This measures the percentage of visitors who leave your site after viewing one page. Reduce your mobile bounce rate with helpful content, clear CTAs, relevant internal links, and fast page speeds. This can guide your mobile optimization strategy.

These KPIs, while not official Google ranking factors, help you measure the impact of your mobile optimization efforts and find areas for improvement.

According to a report by Statista, mobile devices accounted for over 54.8% of global website traffic in the first quarter of 2023. This trend emphasizes the importance of optimizing for mobile users. Furthermore, Google states that mobile-friendly websites are prioritized in search rankings, reinforcing the need for mobile optimization (Source: Statista).

By focusing on these KPIs and using current data to guide our strategies, we can ensure a better mobile experience for our users.

a. How Can You Prepare?

1. Mobile-Friendly Design: Leave the creative design to the experts, but follow these SEO strategies to achieve a responsive web page design:

• CSS Media Queries: Apply specific styling rules based on device type, size, or orientation.
• Fluid Layouts: Use relative units like percentages instead of fixed units like pixels to resize content proportionally based on the screen size.
• Flexible Images: Use CSS to resize images proportionally to their container, preventing distortion or overflow.

b. Optimize for Touch

Ensure tap targets are large enough (48x48px) and have enough space around them. This prevents overlap and makes interactive elements like buttons and links easy to tap.

c. Simplify Conversion Points

Implement an AI chatbot to answer common product questions, keeping users on the site and reducing the time between discovery and conversion. E-commerce brands are also using text-to-shop. With user consent, you can track SMS link clicks, product views, and conversion actions.

3. Google’s SGE: Boosting Search Efficiency with AI Summaries

Google’s goal has always been to get users quality information quickly and reduce the need for follow-up searches. Recently, they’ve introduced Search Generative Experiences (SGE). SGE is an AI-powered summary at the top of the search results page (SERP). It offers a summary, linked sources, relevant images, common follow-up questions, and follow-up search options.

This new feature enhances user experience with zero-click searches, but it also increases competition for the top search results. More featured results mean users might not need to click through to a website, which can hurt your click-through rate (CTR) and search traffic. However, you can optimize your content to be SGE-friendly, improving your chances of being featured and increasing your website’s visibility.

According to a recent study by Search Engine Land, zero-click searches now account for 65% of all Google searches. This means more users are getting their answers directly from the SERP without clicking through to any website

How Can You Prepare?

a. Answer Engine Optimization (AEO)

Focus on providing clear and concise answers to users’ most popular questions. By structuring your content in a question-answer format, you can increase your chances of being featured in SGE, answer engines, and voice searches. Besides answering questions from Google’s “people also ask” section, think about what you would want to know as a reader. What follow-up questions might you have? Can you identify common knowledge gaps and fill them?

b. Identify Available Featured Results

When writing new content, note what featured results appear for your target search terms. If there’s a featured snippet, what information is it providing, and how can you add value? If there are featured images, how can you optimize your creative assets to provide more value? This will give you insight into search intent and help you structure your content to meet that intent.

c. Create a Digestible Content Structure

Use headings, subheadings, bulleted lists, and shorter paragraphs. This makes it easier for users to read and for search engines to scan. You can also use concise summaries of benefits, strategies, or insights to enhance readability.

4. Zero-Click Searches

Zero-click searches mean we need to focus not just on organic traffic, but also on organic impressions. If you’re in eCommerce, focusing on zero-click content for commercial queries might not be ideal. But if you’re a trusted source of information, like a leading blog, a zero-click strategy can boost your brand awareness and authority.

Your business might be a mix of both. You sell products or services and offer educational resources. In this case, combining traditional SEO for traffic and SGE/AEO for impressions can help you educate and convert your audience effectively.

How Can You Prepare?

a. Create a Blended Content Strategy: Start with a content strategy that is 60/40 or 70/30 SEO vs. AEO. Analyze the SERP for your target query. Identify keywords with featured results like Google’s generative search summary, featured snippets, knowledge panels, or people also ask sections. 

Apply AEO practices to these keywords. For keywords with few or no featured results, create conversion-focused content. This blended strategy will help you nurture your lead funnel by addressing each part of the user journey.

b. Optimize for Zero-Click Searches: Focus on creating content that directly answers common user questions about your product, service, or industry. Use long-tail keywords with informational intent. Structure the content with headings, subheadings, and bulleted lists to make it easily scannable by search engines.

c. Implement Structured Data: Use structured data to help search engines understand your content better. This increases your chances of appearing in featured results. For example, FAQ or Q&A schema can help you rank in the people also ask section. 

If you have a physical location, use LocalBusiness schema to boost your visibility in local packs.

5. Video SEO

I’ve noticed an increase in YouTube and TikTok videos showing up in search results. Google is learning that some questions are best answered through video. This means it’s important to ensure both your written and video content rank well.

There are many strategies to help your YouTube videos rank on YouTube and your TikTok videos appear on the “For You” page. However, you can also optimize your videos to help them rank in Google search results.

How Can You Prepare?

1. Implement Video Schema: Use video schema to give search engines details about your video, like the title, description, thumbnail URL, upload date, and duration. This info helps display your videos in rich snippets at the top of search results, which attracts more clicks and boosts visibility.
2. Transcribe Your Videos: Transcribing your videos improves accessibility and allows Google to crawl and index the content. This helps Google understand your video better and match it with relevant keywords, increasing your organic visibility.
3. Promote Your Videos Across All Channels: Share your videos on TikTok, Instagram, YouTube, LinkedIn, email newsletters, and your website. Increased visibility and engagement can positively affect your video’s ranking. Encourage users to engage by asking questions, sparking discussions, and sharing unique insights.

Bottom Line

As we transition from SEO to UXO in 2024-25, the focus shifts from optimizing for search engines to enhancing user experience. This change is driven by evolving algorithms and user expectations. SEO Trends indicate a significant move towards prioritizing user engagement, site speed, and mobile-friendliness. Research shows that websites with superior user experiences not only rank higher but also retain more visitors.
To stay ahead, businesses must adapt by putting users first, and ensuring content is relevant, engaging, and easy to navigate. Remember, optimizing for users will naturally lead to better search engine rankings.

Frequently Asked Questions 

Ques. 1. What are the latest SEO trends for 2024? 

Ans. 1. The latest SEO trends for 2024 include a focus on user experience (UXO), AI-generated content quality, mobile-first indexing, voice search optimization, zero-click searches, video SEO, and Google’s E-E-A-T standards. Prioritizing user engagement, fast page speeds, and mobile-friendly designs are crucial. Additionally, businesses must adapt to Google’s new Core Algorithm updates, which emphasize original, high-quality content over mass-produced AI content.

Ques. 2. How does Google’s algorithm update affect SEO? 

Ans. 2. Google’s algorithm updates impact SEO by changing the criteria for ranking websites. The March 2024 update targets low-quality, AI-generated content, emphasizing the need for original, high-quality content. It aims to reduce such content in search results by 40%, affecting keyword rankings significantly. SEO strategies now need to focus more on user experience, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) standards, and producing content that genuinely meets user intent.

Also Read – EEAT In SEO: How To Create User-First Content In 2024?

Ques. 3. What is SXO and how is it different from SEO? 

Ans. 3. SXO (Search Experience Optimization) is an evolved form of SEO (Search Engine Optimization) that focuses on optimizing the entire user experience, not just search engine rankings. While SEO emphasizes keyword optimization and technical factors to improve rankings, SXO integrates SEO with user experience (UX) and conversion rate optimization (CRO) to enhance overall site usability, engagement, and satisfaction. SXO aims to create a seamless, user-friendly experience that naturally improves search rankings.

Ques. 4. How can AI-generated content impact search rankings? 

Ans. 4. AI-generated content can impact search rankings negatively if it is low-quality, unoriginal, and not user-focused. Google’s March 2024 update targets such content, aiming to reduce it in search results by 40%. Businesses relying heavily on AI to mass-produce content may see significant drops in rankings. To maintain or improve rankings, it’s crucial to use AI tools for idea generation and optimization, but ensure content is unique, high-quality, and user-centric.

Ques. 5. What is Google’s E-E-A-T and why is it important? 

Ans. 5. Google’s E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of criteria used to evaluate the quality of content and its creators. E-E-A-T is important because it helps ensure that search results provide valuable, reliable information. High E-E-A-T scores can improve a website’s ranking. To meet these standards, content should be well-researched, written by experts, accurately sourced, and provide genuine value to users.

Ques. 6. How can businesses prepare for Google’s 2024 algorithm updates? 

Ans. 6. Businesses can prepare for Google’s 2024 algorithm updates by focusing on creating high-quality, original content that meets user intent and E-E-A-T standards. Teams should emphasize expert, comprehensive, and user-friendly content. Avoid over-relying on AI for content creation; instead, use AI to enhance and optimize content. Monitor rankings and adapt SEO strategies accordingly. Mobile optimization, fast page speeds, and a user-centric approach are also critical for staying ahead.

Ques. 7. What are zero-click searches and how do they affect SEO? 

Ans. 7. Zero-click searches are search queries answered directly on the search results page without users clicking through to a website. They account for 65% of Google searches, affecting SEO by reducing organic traffic. However, they increase brand visibility and authority. To optimize for zero-click searches, focus on Answer Engine Optimization (AEO), providing concise, high-quality answers to common questions, and structuring content to appear in featured snippets, knowledge panels, and other SERP features.

Ques. 8. How important is mobile optimization for SEO in 2024? 

Ans. 8. Mobile optimization is crucial for SEO in 2024, as Google’s mobile-first indexing prioritizes mobile-friendly websites in search rankings. With over 54.8% of global web traffic coming from mobile devices, optimizing for mobile improves user experience and engagement. Key strategies include responsive design, fast loading times, simplified navigation, and ensuring content is easily readable on smaller screens. Mobile optimization enhances site usability, leading to higher rankings and better user retention.

Ques. 9. What is Search Generative Experience (SGE) by Google? 

Ans. 9. Search Generative Experience (SGE) by Google is an AI-powered feature that provides summarized answers at the top of the search results page. It includes linked sources, images, follow-up questions, and search options, enhancing user experience by delivering quick, comprehensive answers. SGE increases competition for top search spots, potentially reducing click-through rates. To optimize for SGE, create concise, high-quality content structured in a Q&A format, targeting common user queries.

Ques. 10. How can I optimize my content for featured snippets? 

Ans. 10. To optimize content for featured snippets, structure it to directly answer common user questions. Use headings, subheadings, and bullet points for clarity. Provide concise, accurate, and valuable information. Include lists, tables, and steps where relevant. Research current featured snippets for your target keywords to understand what type of content Google favours. Implementing structured data can also help search engines understand and highlight your content in snippets.