Adaptation moves quickly. Search engines move faster. Just when you think you've got the hang of search engine optimization (SEO) best practices, Google releases another algorithm update it makes you question your strategy. Staying on top of your game (and search results) requires constant vigilance and quick adoption of the latest SEO tactics.

Fortunately, SEO strategists are quick to understand the differences and summarize what works and what doesn't. Keeping up with industry thought leadership will ensure you are able to adapt quickly and maintain your organic visibility.

Are you curious about the future of SEO? Here are the top SEO trends to watch out for in 2024.

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Current authority

SEO continues to evolve in response to algorithm changes and changes in user behavior. It has become increasingly focused on a brand's ability to demonstrate authority and expertise on a particular subject. SEO professionals call this “current authority.”

In the context of SEO, actual authority is important because it helps search engines identify the most relevant and authoritative content based on a user's search query. In practice, it's less about increasing “keyword density” (an outdated tactic) and more about establishing your brand as a source of useful information.

Say you own a software company. You can improve your existing brand authority by creating in-depth blog posts that describe how to use your software to solve specific business problems. You can publish video tutorials that help users navigate software setup, configuration, and integrations. Offering valuable content on these topics, you work to establish your brand as a source of information.

To improve the current authority of a business, you should:

• Identify a specific niche topic (or topics) that are closely related to the main focus of the business, versus trying to cover a broad range of topics.

• Use SEO tools like Semrush's Research Topics tool to identify relevant topics and subtopics within your field.

• Demonstrate authority with expert author bios, credible sources cited, and well-researched content that addresses user needs and challenges.

• Earn backlinks from relevant and reputable websites, with a focus on high authority domains versus a large amount of domains.

• Keep content “fresh” and up-to-date with more timely resources, up-to-date information and links to the latest trends and insights.

In general, search engine algorithms look at websites that demonstrate actual authority as an indication that the brand is a reliable and accurate source of information for users – which increases a brand's likelihood of ranking for target keywords .

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Google Search Generative Experience (SGE)

Google's latest experiment with generators artificial intelligence aims to simplify the search experience, providing users with faster access to relevant information. While still in the early stages, Google Search Generative Experience (SGE) has the potential to reshape SEO for the long term.

SGE makes content faster, more relevant and easier for today's time-conscious consumers to digest. Although the search results look more or less the same, the content is organized in a way that allows people to get more from a single search.

With generative AI in Search, people are able to:

• Understand a topic faster

• Discover new perspectives and insights

• Get answers to questions more easily

• Access quick links to related content

• Get quick how-to instructions

• Ask more complex and descriptive questions

To test SGE, go to Chrome while signed in to your Google Account, open a new Google tab, select the Labs icon, then enable SGE, Generative AI in Search.

What does SGE mean for business owners? This can mean that while traffic can be negatively impacted (users are able to find answers faster), it can also increase your brand's ability to generate more relevant leads. Users still need to research their options before making a purchase, so by the time they visit your website, they may be in a better position to convert.

Also, only users who have chosen to use SGE will see these AI-generated results. So, common SEO strategies it will still work, but you should keep a close eye on new developments in this space.

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Response Engine Optimization (AEO)

Artificial intelligence is reshaping Search in other ways as well. With the advent of “answer engines,” it's become more important to optimize your content so that it answers conversational questions faster.

Users want to find immediate answers without having to click through to a website. Google knows this, so it is answer box handles answers and content in a simple and digestible way. That's why you'll see more brands organize their content into smaller, more consumable chunks.

For example, let's say your company sells smart home appliances. A common search might be “How do smart thermostats save energy?” Instead of simply creating a blog post on the benefits of smart thermostats, your company can create an FAQ section that answers the question directly, use structured data notation to annotate content and add graphics that grab readers' attention.

Like SGE, Answer Engine Optimization (AEO) is another way AI is being incorporated into Search. This world is changing fast, so brands need to stay attuned to these advancements in order to stay relevant and visible.

The SEO landscape is constantly evolving, requiring quick adaptation from entrepreneurs to stay ahead of the curve. To ensure sustainable growth and online visibility, try these recommended steps to proactively adapt to the latest trends and integrate these strategies into your SEO practices. Then, continue to stay informed, adapt quickly, and embrace the future of SEO to thrive in your competitive marketplace.