In this photo, the representation of SEO trends.
The impact of artificial intelligence on SEO in 2024
If artificial intelligence has entered our daily lives without warning, one thing is certain, it is here to stay. Indeed, the major change that began in 2023 will intensify in 2024, with the arrival of new tools using AI, both for the general public and in the world of the Web. Because yes, you should know that you no longer need to be an engineer to use artificial intelligence.
For example, companies now have AI tools that allow them to create entire websites, generate images, write content, or even write lines of code in different computer languages.
And search engines are not left out! The arrival of AI tools has already revolutionized the functioning of algorithms , and therefore, SEO (Search Engine Optimization) practices.
Google SGE: the much-feared 2024 novelty
Google SGE (Search Generative Experience) is a project led by Google and based on generative artificial intelligence. The latter aims to simplify user searches, thanks to a condensed response in the form of a summary that allows to obtain an overview of the searched subject.
In short, Google SGE provides the answer to users' questions directly in the SERP (Search Engine Result Page), which means no longer sending them to other web pages.
It must be said that the trend of zero-click searches is accelerating. According to SparkToro, 2 out of 3 searches no longer result in a click. While this trend is mainly linked to the introduction of rich snippets , it is particularly the featured snippet , better known as "position zero" (the result located at the very top of the SERP, before the first position), which has shaken things up. How? Simply because it consists of a targeted extract from a web page in which the user directly finds the answer to their question.
However, in a register not so far from this famous and coveted zero position, Google is preparing to go even further with the deployment of Google SGE (in 2024 in France). The Google results page will indeed experience a major upheaval, notably with the addition of spaces dedicated to generative AI : the Google Answer Box .
Answer Engine Optimization: a new strategy to gain visibility on the SERP
As we have seen, search engines are constantly evolving based on user behavior. In addition, AI is becoming more widespread, and its use (Google SGE or Microsoft's Bing) also leads to changes for the SERP. Google, which is, let us remember, the most used search engine in the world, is therefore logically moving towards an " answer engine " profile.
This therefore implies that your SEO strategy adapts. This is also why the trend is now towards AEO (Answer Engine Optimization). If Google is increasingly looking to directly provide answers when an individual files a query, online content must be adapted to this change in terms of SEO.
It should be noted that Google has been observing this office 365 database evolution for a long time now with the development of Rank Brain (since 2015), a component of the American giant's relevance algorithm. Based on artificial intelligence and machine learning, the tool allows users to better understand their search intent and then offer them the most popular content as a priority.
It is thanks to Rank Brain in particular that Google has noticed that the most clicked content is that whose title tag takes the form of a simple question. It is therefore quite natural that Rank Brain values the visibility of this type of page.
At this point, you probably understand that your SEO/AEO strategy should focus on optimizing for answer-based queries. The content created should be concise, clear, and direct to be integrated and used in AI-generated answers. The question-answer format is preferred, such as using an FAQ in your articles.
But another trend for 2024 is to develop the thematic authority of websites to position them as references. And this involves, paradoxically, a content strategy focused on complete content (cluster or semantic cocoon , with a network of internal links called meshing ). AEO allows on the one hand to structure the content around questions, and on the other hand, to think about the different possible search scenarios by users.
Let us note, however, that the transformation of search engines into response engines brings about another significant change: voice search is increasingly present , especially since the advent of virtual assistants or intelligent conversational agents (Siri at Apple, Google Assistant, Alexa at Amazon).
Voice search in 2024: an even more widely used tool
While voice assistance tools have been around for a few years now, it is now essential to provide them with answers to users' questions. This approach must therefore be perfectly integrated into your visibility logic and your natural referencing strategy .
After all, who in 2024 has never said the phrase "OK Google" or "Tell me Siri"? And this trend continues to grow. Internet users are in an ever-increasing hurry, they search at all times, and this observation, while it concerns everyone, affects the younger generations even more . The voice function is available on smartphones, tablets, connected objects and even desktop computers: we are more than ever in the era of voice search.
If you need to adapt your SEO content to the future question-answer format of Google SGE, it should also respond to conversational expressions. However, search intentions differ between oral and written (we don't speak the same way we write). Voice queries are longer, increasingly human (with structured sentences) and in the form of questions. Searching based on keywords is therefore transformed into a conversation.
But how can we do this in concrete terms ? Here are some ideas for reflection:
Local SEO optimization (58% of Internet users use voice search to find local businesses);
Writing content based on users' search intent (expressed and unexpressed intent);
Writing content in the form of questions and answers;
Adapting content to spoken language;
The use of long tail keywords and questions;
Mobile SEO optimization;
Content optimization to reach position zero (featured snippets);
The use of structured data (code added to HTML markup and used by search engines to better understand the content of a site).
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User experience with even higher content quality
Everything we have just discussed highlights the trend of search engines wanting to simplify users' daily lives. But, the strategy is intended to be more global by offering them search results that are as relevant and useful as possible . When it comes to natural referencing, content is king, and this will be even more true in 2024.
