In 2023, we have already witnessed a huge rise in the field of digital marketing. It is becoming one of the booming markets to streamline the business online presence. And, the main credit goes to the AI content and numerous Google updates to improve the quality of SERP results. Now, as we have almost covered 2 months in 2024, there are few knowledgeable SEO experts who are predicting the future of digital marketing. In this upcoming year, we can witness another level of boost in the field.

Before the beginning, let's understand the role of SEO in the digital marketing landscape. Every business owner wants to reach out to their potential customer, so they are holding the hand of digitalisation. Here comes Search Engine Optimisation, It plays a vital role in enhancing online visibility through effective strategy and planning. SEO experts work according to the Google algorithm to make sure that they are able to streamline the process with efficiency. In the upcoming days, the digital world will be more efficient in adding wings to your business to fly high.

Explore Essential Trend Prediction from SEO Experts for 2024

1. Technological Innovation Will Improve Content Delivery

Katie Morton, Senior Managing Growth Editor, Search Engine Journal.

According to Morton, “Moving forward into 2024, flexibility and changing tactics will be an essential factor. All of us may expect considerably faster technical advancement going forward. And the reason behind this is the emergence of AI. As a result, there will be almost constant shifts in the way we approach and operate in the SEO sector.”

Content strategists and SEO experts must adopt a multimodal content strategy—that is, produce and optimise text-based material as well as audio, video, and image content—if they want to remain competitive in search engine results pages (SERPs). The SEO industry will soon be heavily influenced by the capacity to optimise multimedia material for search engine rankings.

2.New Google Updates and Features To Streamline Expert Content

Aleyda Solis — International SEO Consultant & Founder at Orainti

"I predict that Google will roll out several key features and updates in 2024," says Aleyda Solis. First, improvements that improve information produced by professionals and people are probably in store. The increasing usage of AI-generated content is the reason behind this change. Additionally, Google may roll out new features that promote social media engagement and user-generated content (UGC). This action might be an attempt to recapture the audience that uses websites like TikTok.

In addition, I think Google will give e-commerce more attention. They may use SGE or other channels to reveal features, establishing themselves as a serious rival to Amazon. Lastly, the revised SGE experience will probably affect how we interact with users and optimise material during their search. This year will be a lot of fun!

3.More Focus on User Experience

Krista Neher, CEO, Boot Camp Digital.

Instead of creating search engines, it's called search engine optimization. Neher asserts that "too many SEOs prioritise search engines over all other facets of user experience or strategy."

"Creating content, user experiences on websites, etc., with search engine optimization in mind should be the goal. We don't optimise for search engines; we design for people. According to Google's guidelines, SEOs are typically quite tactical and technical in nature. User experience is becoming more important as search engines get more intelligent and pay attention to stronger signals. For years, Google has placed a high priority on signalling and user experience in its updates and guidelines. When you optimise for search engines, pay more attention to optimising for users and their experiences.

4.Generative Search Will Hold A Key Role In SEO Success

Eli Schwartz, Author of Product Led SEO

Google will now take ownership of the top of the funnel with the launch of the generative experience, leaving SEO for the middle of the funnel. To be fair, they are merely responding to what is effectively commoditized knowledge; they aren't actually "taking" it.

"Google has only used short answers up until now, even though it could have relied on structured data that was almost certainly accurate." Topics like population estimates, sports scores, ticker symbols, heads of state, and all other results types we see in knowledge graph replies today would be included in this bucket.

SEO shifts from the top of the funnel to the middle of the funnel as a result of generative search results: Instead of focusing on terms with the highest search traffic in the hopes of getting the most hits, SEO efforts will need to be more strategic in order to target the appropriate users with the correct phrases.

5.Don’t Underestimate The Power Of AI

Kevin Indig, Growth Advisor.

"If Google's frenetic algorithm modifications in 2023 have taught us anything, it's that the threshold for content and domain quality has increased faster than we anticipated. In 2024, we must develop ways to grow the production of high-quality content and improve our content portfolio," adds Indig. "The most obvious solution is to use AI, but we need to greatly improve the output quality and incorporate human input. In some circumstances, AI may not be the best content producer, but I believe we underestimate its true potential."

Shift to Digital PR and Thought Leadership

Dmytro Spilka, Director, Solvid

"SEO is already moving away from traditional link-building, on-page, and technical optimisation and towards a more globalised brand-building strategy. Digital public relations, thought leadership, expert commentary, and brand recognition will be important to how Google and other search engines evaluate and rank websites.

Given how simple it is to create content with the help of generative AI, long-form material is likely to take a backseat in 2024 until search engines learn to fully distinguish human-written content from AI-generated copy."

7. Niche keywords and manual research will save the day

Abby Gleason, Senior Product Manager, SEO & Acquisition at Scribd

In 2024, it will be vital to target trending or zero-volume keywords. The SERPs for evergreen content are extremely competitive, making specialty inquiries from sites such as People Also Ask, Reddit, and TikTok more lucrative.

In an AI-dominated world, content marketers who conduct hands-on research on their topics will stand out. This manual method will increase traffic and engagement by tapping into viewers' distinct, often neglected interests.

The Bottom Line:-

These few predictions show that the digital market is going to take an efficient turn toward efficiency and adaptability. Business owners and marketers will notice a boom in the new tech era. However, SEO services demand an effective solution and precise plan to execute to get more precise results for SERPs. If you want to see success with your content engagement in 2024, you need to rank as high in the SERPs as possible. Companies that prioritise user experience and content delivery are expected to see higher ranking scores.