Is SEO dead? Is A.I. overview and the introduction of search generative experience going to defeat the purpose of SEO? One thing is for sure, it is changing how SEO content is optimized for both users and search engines.
There are some key insights:
- SEO trends are long gone from traditional keyword stuffing and shifted towards user intent. Yes, and I mean LONG GONE!
- The localization of SEO strategies has also increased in importance as it allows businesses to connect and establish their brand quickly.
- SEO content creators today are demanded to produce contextual content catering to the specific needs and search journeys of search users.
Trend 1: Understand User Intent and Semantic Search
Shift from Keyword Stuffing to Understanding User Needs and Search Context
Understanding of user intent and semantic search is key. Long gone are the days when you could simply stuff a webpage with keywords and expect it to rank. Today, Google only ranks content that addresses what the user is really looking for.
To understand this, you got to ask yourself from a user perspective: what are you trying to achieve when you type a query into Google? Are you seeking a quick insight or a deep dive into a complex topic?
This also helps when you are copywriting for SEO content.
Understanding user intent is pivotal. I’ll explain further.
Trend 2: Semantic Search’s Role in SEO
If you dissect semantic search. It is how search engines such as Google go beyond mere words to grasp context and meaning. This is done through natural language processing:
- Interpreting the meaning behind words.
- Utilizing natural language for more precise search results.
Yes, search engines can almost read your mind: creepy yet convenient.
Here’s an Example of Semantic Search in Action
Imagine typing “best chili crab in Singapore” into Google.
You’re presented with a list of top-notch restaurants, right? That’s semantic search in demonstration: understanding that you’re probably hungry, looking for a good restaurant that serves chili crabs, a mouth watering experience, as opposed to merely looking for more information about chili crabs that are located in Singapore.
Semantics and understanding user intent in SEO is not only for the big players, think again. It affects local businesses as demonstrated. This means, your content has to be as deliciously relevant as that chili crab dish.
Semantic search helps search engines differentiate user intent.
Trend 3: EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
Explanation of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
Ever stumbled upon a website and questioned: “Can I trust this?”
That is where E-EAT comes into play. Leading SEO experts came to a conclusion that search engines use EEAT as a criteria to judge if content is worth ranking.
To not over complicate EEAT, here is a quick breakdown:
- Experience: How real-world experience does the content reflect?
- Expertise: Are you demonstrably knowledgeable about the topic?
- Authoritativeness: Is your content deemed authoritative by peers?
- Trustworthiness: Does your site look secure? Would you put your credit card details in without a second thought?
Some Tips for EEAT:
Sharpening EEAT isn’t to game a search algorithm.
- You are highly encouraged to design a professional and user-friendly website
- Secondly, demonstrate credentials and be clear about who is behind the content
- Use data, reference studies and cite experts
- It is also surprising that a leading SEO expert has asserted that EEAT is determined largely by backlinks
- Optimize your About Us Page and Contact Us Page: include social media links, your expertise and personal stories related to the niche
- Include author boxes at the end of your blog articles:
Craft Content for Human Readers: Humanize Your Content!
Create content that ticks the usual SEO boxes isn’t enough. Your content has to engage readers: it has to be personable, relatable and comprehensible content.
I mean, don’t bore the readers and base it on on personal experiences and inject a bit of personality:
- Engaging content is read like a conversation. Not a technical lecture.
- Tell stories! Users (and readers) love stories. Stories make dry technical information stick.
Today there are a multitude of A.I. writers out there that can spin out content in just one click. However, in my experience, there’s a lot of fluff that these A.I. writers produce. Secondly injecting your unique personality in A.I. spun content still requires manual human inputs.
I am not against the use A.I writers. However be sure to only use them as a helpful tool, and not as a entire means to an end.
Trend 4: Utilize Search Generative Experience (SGE)
Google introduced game-changing SGE in 2023. Let us dissect how it’s reshaping search for both users and site owners.
So, what exactly is Search Generative Experience (SGE)? SGE is an AI-powered tool transforms how content is created and displayed on search engines.
How SGE Enhances User Search Experience
SGE fine-tunes results, giving search users the “lay of the land” (to quote Google themselves) of what they’re looking for.
You may be thinking, isn’t this the end of SEO? Everyone can say goodbye to endless scrolling and hello to AI-generated snippets. Is this satisfying user experience?
However, many SEO experts and myself are of the opinion that SGE is still built upon creators creating unique and good search content.
Hence forth, SEO is not dead (just yet).
Implementing SGE Strategies: Practical Tips for Integrating SGE into SEO Practices
Search generative experience eventually has to be considered into our SEO toolkit as SEO consultants. Currently, SEO experts are trying to figure out the ranking factors for Google’s A.I. generated snippets.
However it is my opinion that they aren’t going vary much from key principles:
- Understand your audience’s intent: Understanding SGE search results to analyze and predict what users are actually searching for.
- Content is still king: The principle of creating content that users get their query answered, that are informative and engaging remains the same
Trend 5: Focus On Local SEO
Local SEO is a reverse trend. Many SEO experts ignored it in earlier days for traditional SEO results. However today, local SEO strategies used by many local Singaporean SEO agencies for quick wins in the SERPs.
The Importance of Local SEO for Singaporean Businesses
The cool part? There is no need to be a super SEO expert to optimize a Google My Business profile. Unlike trying to get backlinks, you got 100% control of your Google My Business profile. Secondly, it also acts as the digital storefront for local customers. This is free and targetted organic traffic.
Today, getting your business on the local map is a no brainer.
Key Local SEO Strategies: Comprehensive List of Local SEO Tactics
Here is a summary of local SEO tactics:
- Local Keywords Optimization: Incorporate location-based keywords into your website content. Think “best coffee in Singapore” or “Singapore floral arrangements.”
- Google My Business Optimization: Keep your Google listing updated with current details, addresses, engaging photos, and response to customer reviews. Ensure that your NAP (Name, Address, Phone number) is accurate and updated.
- Local Citations and Consistency: Get listed on local business directories to build up your online footprint and credibility. Your business’s name, address, and phone number should be the same across all online directories.
- Online Reviews: Incentivize and encourage happy customers to leave positive reviews to enhance trust and attract more customers.
- Local Backlinks: Gain backlinks from reputable local websites to boost your authority in the eyes of search engines.
If you’re interested, I published an entire guide on local SEO for Singapore.
In conclusion, SEO isn’t dead, and these are SEO trends noteworthy in 2024.