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2024 Trend Updates: What Really Works In SEO & Content Marketing

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Search Engine Journal
Search Engine Journal

The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready? Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust. You’ll hear: - The top SEO trends to prioritize in 2024 to achieve long-term success. - Predictions for SGE’s impact, and how to adapt. - What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important). With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates. If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.

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2024 Trend Updates: What Really Works In SEO & Content Marketing
The Top SEO & Content Marketing Trends for 2024
Speakers Zack Kadish Sr. SEO Strategy Director Alex Carchietta Senior Customer Success Manager
● What is the future of SEO in 2024? ● Top SEO trends and predictions to prioritize for 2024 ● Which SEO trends to ignore in 2024? ● What is the future of content marketing in 2024? ● Top content marketing trends and predictions to prioritize for 2024 ● What’s ahead for SEO and content marketing in 2024 4 Agenda Speakers: Presentation duration ● Zack Kadish ● Alex Carchietta 30 minutes
Poll Question #1 What SEO trend are you most excited about? AI Overviews The rise of user generated content AI written content Mastering E-E-A-T Other
What is the future of SEO in 2024? There’s a lot happening in the SEO and search world right now. ● AI Overviews Are Here ● Google is better at identifying auto generated and low quality content ● User generated content is everywhere 6
Top Trends & Predictions to Prioritize for 2024
AI Overviews Will Significantly Impact SEO AI Overviews Launched Last Month in the US Google is showing more and more AI- generated answers but we are unsure what this will look like when it’s rolled out Thing we can expect: ● Be prepared for a decrease in organic traffic and clicks ● Identify ways to prepare your content for AIO & EEAT 8
How to Prepare for AIO Steps to take to make sure our content is in good shape Now that AIO is launched, any report should be taken with a grain of salt since it’s not rolled out to the public yet and we are unsure what results will What can we do? ● Ensure your site has structured data on it ● Make sure we are optimized for relevant keywords ● Have our content be discoverable, crawable, and indexable How Conductor Can Help: ● Check out our blog post about AI Overview SEO Strategies ● Request a Free AI-readiness website assessment 9
E-E-A-T Has Never Been More Important Defining what E-E-A-T means 10 Experience Experience means the extent to which the content creator has the necessary first-hand or life experience for the topic. Expertise Consider the extent to which the content creator has the necessary knowledge or skill for the topic. Different topics require different levels and types of expertise to be trustworthy. Authoritativeness Consider the extent to which the content creator or the website it known as a go-to source for the topic. While most topics do not have one official, Authoritative website or content creator, when they do, the website or content creator is often among the most reliable and trustworthy sources. Trustworthiness Trust is the mechanism by which raters determine if the page is “accurate, honest, safe, and reliable. Raters look for things like: Sufficient contact information, content accuracy and citing of sources and security of the site. Lily Ray’s E-E-A-T Resource Roundup, including FAQs, helpful videos, definitions, additional articles, podcasts and more
Authorship Will Continue To Increase In Importance E-E-A-T has become the Googs mantra and it is permeating into everything they do. Helping them understand who is writing a piece of content and why they are an authority has become a necessity vs. a nice to have. Think About Real Estate, Not Rankings Thinking about the SERP as a whole and how much real estate you take up vs. where your .com ranks is a necessary to stay ahead. ● Paid ● Organic ● Social ● Knowledge Graph ● Rich Snippets ● SGE Specificity Will Be Key Moving Forward Google is looking for the best possible answer to users queries, which may be in a comment on a forum, a snippet from an article, or a post on a site like Quora or Reddit. This Is The Next Evolution Of SEO
Google is answering more informational queries directly Focus on complex, transactional, and commercial queries to future-proof efforts. 12 We need to prioritize creating content that allow our sites to dive deep into a more complex topic that can’t be directly answered by ChatGPT or AIO. First-hand experience or knowledge of the industry and topic is critical within content to rank and drive organic search traffic in 2024.
Generative With the rise of AIO, long tail conversational searches are going to become more of the norm and we can expect users to start typing in a more stream of consciousness format Expect an increase in long tail searches
What SEO Trends Can We Ignore in 2024? Voice Search Remember when voice search was going to change SEO? Yeah, so do we and if this was going to happen - it would’ve already. Most people are still typing their searches even with the fact we have virtual assistants in our pockets. Voice search can’t be measured so how important can it be. Evolving search ranking factors Ignore ranking factors… no really. We need to focus on the bigger picture. Think of concepts like E-E-A-T. We need to make sure our content is written for humans with valuable, relevant, and useful information. Google’s ranking factors are almost entirely ML-driven now so we can;t worry about tracking these factors anymore. 14
Poll Question #2 Which trend do you believe will have the biggest impact on content marketing in 2024?
What is the future of content marketing in 2024? Increasing productivity and efficiency within workflows through AI. Don’t use AI to completely write all your content (we’re looking at your Sports Illustrated) Pro Tip: It’s important to keep in mind that Google isn’t against using AI within content creation processes. You can—and should—leverage it to increase efficiencies and create human-first, high-quality content. What you will get penalized for is content written entirely by AI. 16
Content Trends To Focus on in 2024 1. AI shifts from center-stage to a supporting role within content workflows. 2. Quality > quantity remains true. Prioritize leveraging trust and experience within content to improve quality. 3. Seeing a return to the fundamentals to adapt to disruptions like SGE. 17
Pro Tips for 2024 Content Marketers 1. Run a content audit on your site to understand current performance, content gaps and identify opportunities. This can help you create a plan to repurpose or create value-driven content. 2. Target relevant, hyper-targeted, niche topics and create comprehensive content around them. Focus on being specific in your content. 3. Create pillar pages and topic clusters to show Google how authoritative you are around a topic and make it easy for users to navigate through your content. 4. Consider adopting a TikTok-style approach to product videos to capture more interest on social, humanize your platform or products, and engage a larger audience in a more casual way. 18
In Conclusion: What’s ahead for SEO and content marketing in 2024 The future of SEO and content marketing is pivoting towards a more user-centric, human- first, and expertise-driven approach. Creating content that is accessible, value- focused, and demonstrates E-E-A-T. Leveraging AI to support our content, not create our content. 19
2024 Trend Updates: What Really Works In SEO & Content Marketing
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2024 Trend Updates: What Really Works In SEO & Content Marketing

  • 2. The Top SEO & Content Marketing Trends for 2024
  • 3. Speakers Zack Kadish Sr. SEO Strategy Director Alex Carchietta Senior Customer Success Manager
  • 4. ● What is the future of SEO in 2024? ● Top SEO trends and predictions to prioritize for 2024 ● Which SEO trends to ignore in 2024? ● What is the future of content marketing in 2024? ● Top content marketing trends and predictions to prioritize for 2024 ● What’s ahead for SEO and content marketing in 2024 4 Agenda Speakers: Presentation duration ● Zack Kadish ● Alex Carchietta 30 minutes
  • 5. Poll Question #1 What SEO trend are you most excited about? AI Overviews The rise of user generated content AI written content Mastering E-E-A-T Other
  • 6. What is the future of SEO in 2024? There’s a lot happening in the SEO and search world right now. ● AI Overviews Are Here ● Google is better at identifying auto generated and low quality content ● User generated content is everywhere 6
  • 7. Top Trends & Predictions to Prioritize for 2024
  • 8. AI Overviews Will Significantly Impact SEO AI Overviews Launched Last Month in the US Google is showing more and more AI- generated answers but we are unsure what this will look like when it’s rolled out Thing we can expect: ● Be prepared for a decrease in organic traffic and clicks ● Identify ways to prepare your content for AIO & EEAT 8
  • 9. How to Prepare for AIO Steps to take to make sure our content is in good shape Now that AIO is launched, any report should be taken with a grain of salt since it’s not rolled out to the public yet and we are unsure what results will What can we do? ● Ensure your site has structured data on it ● Make sure we are optimized for relevant keywords ● Have our content be discoverable, crawable, and indexable How Conductor Can Help: ● Check out our blog post about AI Overview SEO Strategies ● Request a Free AI-readiness website assessment 9
  • 10. E-E-A-T Has Never Been More Important Defining what E-E-A-T means 10 Experience Experience means the extent to which the content creator has the necessary first-hand or life experience for the topic. Expertise Consider the extent to which the content creator has the necessary knowledge or skill for the topic. Different topics require different levels and types of expertise to be trustworthy. Authoritativeness Consider the extent to which the content creator or the website it known as a go-to source for the topic. While most topics do not have one official, Authoritative website or content creator, when they do, the website or content creator is often among the most reliable and trustworthy sources. Trustworthiness Trust is the mechanism by which raters determine if the page is “accurate, honest, safe, and reliable. Raters look for things like: Sufficient contact information, content accuracy and citing of sources and security of the site. Lily Ray’s E-E-A-T Resource Roundup, including FAQs, helpful videos, definitions, additional articles, podcasts and more
  • 11. Authorship Will Continue To Increase In Importance E-E-A-T has become the Googs mantra and it is permeating into everything they do. Helping them understand who is writing a piece of content and why they are an authority has become a necessity vs. a nice to have. Think About Real Estate, Not Rankings Thinking about the SERP as a whole and how much real estate you take up vs. where your .com ranks is a necessary to stay ahead. ● Paid ● Organic ● Social ● Knowledge Graph ● Rich Snippets ● SGE Specificity Will Be Key Moving Forward Google is looking for the best possible answer to users queries, which may be in a comment on a forum, a snippet from an article, or a post on a site like Quora or Reddit. This Is The Next Evolution Of SEO
  • 12. Google is answering more informational queries directly Focus on complex, transactional, and commercial queries to future-proof efforts. 12 We need to prioritize creating content that allow our sites to dive deep into a more complex topic that can’t be directly answered by ChatGPT or AIO. First-hand experience or knowledge of the industry and topic is critical within content to rank and drive organic search traffic in 2024.
  • 13. Generative With the rise of AIO, long tail conversational searches are going to become more of the norm and we can expect users to start typing in a more stream of consciousness format Expect an increase in long tail searches
  • 14. What SEO Trends Can We Ignore in 2024? Voice Search Remember when voice search was going to change SEO? Yeah, so do we and if this was going to happen - it would’ve already. Most people are still typing their searches even with the fact we have virtual assistants in our pockets. Voice search can’t be measured so how important can it be. Evolving search ranking factors Ignore ranking factors… no really. We need to focus on the bigger picture. Think of concepts like E-E-A-T. We need to make sure our content is written for humans with valuable, relevant, and useful information. Google’s ranking factors are almost entirely ML-driven now so we can;t worry about tracking these factors anymore. 14
  • 15. Poll Question #2 Which trend do you believe will have the biggest impact on content marketing in 2024?
  • 16. What is the future of content marketing in 2024? Increasing productivity and efficiency within workflows through AI. Don’t use AI to completely write all your content (we’re looking at your Sports Illustrated) Pro Tip: It’s important to keep in mind that Google isn’t against using AI within content creation processes. You can—and should—leverage it to increase efficiencies and create human-first, high-quality content. What you will get penalized for is content written entirely by AI. 16
  • 17. Content Trends To Focus on in 2024 1. AI shifts from center-stage to a supporting role within content workflows. 2. Quality > quantity remains true. Prioritize leveraging trust and experience within content to improve quality. 3. Seeing a return to the fundamentals to adapt to disruptions like SGE. 17
  • 18. Pro Tips for 2024 Content Marketers 1. Run a content audit on your site to understand current performance, content gaps and identify opportunities. This can help you create a plan to repurpose or create value-driven content. 2. Target relevant, hyper-targeted, niche topics and create comprehensive content around them. Focus on being specific in your content. 3. Create pillar pages and topic clusters to show Google how authoritative you are around a topic and make it easy for users to navigate through your content. 4. Consider adopting a TikTok-style approach to product videos to capture more interest on social, humanize your platform or products, and engage a larger audience in a more casual way. 18
  • 19. In Conclusion: What’s ahead for SEO and content marketing in 2024 The future of SEO and content marketing is pivoting towards a more user-centric, human- first, and expertise-driven approach. Creating content that is accessible, value- focused, and demonstrates E-E-A-T. Leveraging AI to support our content, not create our content. 19