Search Engine Optimization Techniques in 2024

As technology keeps advancing, so do the techniques we use to optimize content for search engines. From adapting to algorithm changes to the rise of AI-driven content creation, staying on top of the latest trends and strategies that shape SEO practices is crucial for website owners.

In this article, we will explore the latest SEO techniques that will help optimize your websites effectively to rank higher in search engine results, attract more organic traffic, and ultimately grow your business or online presence.

Prioritizing User Experience

In the constantly changing world of SEO, some things, like providing a great user experience (UX) for the people visiting your website, won’t ever change.

Why User Experience Matters for SEO?

When a website is user-friendly – loads fast, easy to navigate, and works well on mobile devices – it encourages users to engage with it and spend more time on it. This in turn sends a signal to search engines that the site is valuable and relevant, ranking it higher on search result pages. Why? Because search engines want to give users the best possible experience.

Google Search Console’s Mobile Friendly Testing Tool. Source: Google for Developers

How to Improve User Experience for SEO?

• Optimize website speed – Use tools like Google PageSpeed Insights to determine how fast your website is, and identify areas for improvement. Aim for a score above 90 to keep your visitors happy with quick loading times.
• Mobile responsiveness – In a world where everyone’s glued to their smartphones, it’s crucial to make sure your website looks and functions correctly on all devices. So focus on responsive design when creating your pages, to automatically resize elements and shift the layout depending on the device.
• Intuitive navigation – Ever wandered into a maze and wished for a map? Your website visitors feel the same way. Keep navigation simple and straightforward, guiding your visitors effortlessly from one page to another.
• Engaging content – Just like good conversation keeps guests at a party, engaging content makes visitors spend more time on your website. Include videos, infographics, and interactive elements to keep things interesting.
• Website design – While search engines don’t take into account your website’s visual appearance, users do. If your website looks outdated, users are more likely to leave quickly, resulting in increased bounce rates. So keep your website design visually appealing and modern at all times.

By focusing on these SEO aspects, your website will attract not only the attention of users but also search engines, ultimately leading to the growth of your business.

Emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)

Now, let’s talk about why E-E-A-T – experience, expertise, authoritativeness, and trustworthiness is one of the most if not the most important things for SEO.

Why E-E-A-T Matters in SEO?

In a world full of fake news and shady websites, trust is like gold. Google knows this, which is why they pay close attention to E-E-A-T when determining which sources to show on result pages. Simply put, by showing your audience that you know your stuff and that they can trust you, you can significantly impact your search engine visibility.

Google’s E-E-A-T Model. Source: 321 Web Marketing

How To Demonstrate EEAT?

• Focus on your niche – Rather than skimming the surface of various topics, dive deep into a specific niche or industry. By becoming an authority in your niche, you establish credibility and expertise that resonates with your target audience.
• Structure content effectively – Make sure your content is organized and easy to navigate. Create pillar pages that provide links to all possible related topics and subtopics that you cover on your website or blog.
• Strategically link content – Guide users through your content, by strategically linking to related topics. Use internal linking to create content funnels, leading visitors from discovering a topic, to exploring it deeper and eventually performing the desired action, such as making a purchase or signing up for your service.

By focusing on your niche, organizing your content, and linking it strategically, you will demonstrate to search engines that you are an authoritative source that users can trust.

Understanding the Latest Google Updates

Google is always tweaking its algorithms to provide users with the most relevant and high-quality search results. Keeping up with these updates is key for anyone looking to maintain or improve their website’s search rankings.

What is Google’s Generative AI?

In 2023, Google launched the Search Generative Experience (SGE) experiment, which is currently available only in the United States but is gradually being introduced to other regions and languages. While SGE is not a full-blown chatbot like ChatGPT, you can ask follow-up questions and see similar prompts to your original query.

Where before search results would show excerpts from articles as featured snippets on top, now they display an AI-generated answer that combines information from high-ranking sources. The good news is that SGE still includes links to relevant resources, which gives you a chance to rank on top of the search results.

Google’s Search Generative Experience (SGE). Source: Google

How to Appear in Generative Search Results?

• Be clear and concise – When addressing common questions, avoid vague responses like “it depends.” Instead, provide straightforward answers that directly address the query.
• Quality over quantity – Instead of writing long-form guides that cover every possible angle of a topic, focus on shorter, more focused pieces that really dive deep into a specific aspect.
• Organize your content – Use headings, subheadings, bullet points, and lists to make it easier for SGE to understand, much like with featured snippets.
• Offer new information – Rather than recycling information that already exists online, share new findings on a topic. Don’t be afraid to think outside the box and provide something valuable that others haven’t covered yet.

By following these strategies, you can increase your chances of appearing in Google’s SGE results and drive more traffic to your website.

What is Google’s Perspectives?

In addition to SGE, Google also introduced a new search filter called “Perspectives.” Unlike traditional search results dominated by branded content, Perspectives puts the spotlight on user-generated content.

Google says it’s all about helping you get a well-rounded view of a news story or topic by showing you a mix of different noteworthy voices and sources. From discussions in forums to engaging short and long-form videos on various social media platforms, Perspectives offers insights solely from the perspectives of different individuals.

Google’s Perspectives Search Filter. Source: Search Engine Journal

How to Appear in Perspectives Results?

• Diversify your platforms – Focus on sharing your content on platforms commonly featured in Perspectives, like YouTube, Reddit, and TikTok. The wider your reach, the more likely you are to be included.
• Optimize for search – Use captions, hashtags, and titles that incorporate relevant keywords people might search for. This helps users find your content and improve its visibility.
• Offer unique value – Showcase unique perspectives by sharing personal experiences or providing expert insights that make you stand out from the crowd. Remember, people, not just clicks, matter here.

Remember, ranking on Google is all about publishing helpful content. Understanding these techniques will not only help you rank higher on Perspectives but also improve your overall visibility on Google Search.

Utilizing AI in SEO

Lastly, let’s attack a somewhat controversial topic – the rise of AI technologies and how it has shifted how we approach SEO.

Why is AI Important in SEO?

AI has revolutionized the way we create content, making the process much quicker and easier. However, this convenience has resulted in a flood of AI-generated articles that oftentimes lack the personality and originality of human-generated content.

While it may seem counterintuitive, Google doesn’t discriminate between content created by humans or AI. What truly matters is captivating your audience, providing them with valuable insights, and keeping them engaged on your site. So, AI can be a powerful tool for content delivery, but it’s crucial to infuse it with your unique experiences and perspectives.

More importantly, recent studies show that using AI can improve the quality of your writing. In one study, writers using AI completed tasks 40% faster and produced work that scored 18% higher in quality.

Using WPBakery AI To Generate Content for a Landing Page. Source: WPBakery

How to Use AI for SEO?

• Generate outlines – If you’re stuck on where to start, ask AI to generate an outline for the content that you have in mind. Chat with it until you get a result that fits your vision.
• Include keywords – Feed AI with keywords you want to rank for. Use a mix of high and low-search volume keywords, along with long-tail keywords that answer specific user queries. This will help you compete for a top spot on search engine pages.
• Set the tone of voice – Let AI know the tone you want your copy to have. Whether friendly, professional, or casual, AI can adapt to your desired tone.
• Define the target audience – Provide AI with details about your target audience – age, gender, location, language, interests, etc. Tailoring your content to resonate with your ideal reader ensures that it will have better engagement.
• Determine article length – Ask AI to write to a specific word count, depending on the topic and depth you’re aiming for.
• Add personal touches – Inject your personal experiences, opinions, or anecdotes into the AI-generated content. Since AI lacks human emotions and experiences, adding your unique perspective will help you connect with your audience on a deeper level.

By writing AI prompts effectively, and adding your personal touch, you can secure your spot within search engine results faster, and with way less effort than before.

What is The Future of Search Engine Optimization?

With the advancements in technologies and updates in algorithms, the future of search engine optimization (SEO) is ever-evolving. While the specifics of these technologies and algorithms may change over time, the need to optimize your website for SEO will persist.

Whether you’re a small business owner, blogger, or just someone with a passion for the web, understanding these SEO techniques will help you boost your website to the top of the rankings in 2024 and beyond.