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Six SEO trends every copywriter should know in 2024

 

As any copywriter will tell you, search engine optimisation (SEO) is a key component of every online business strategy. It’s the process by which websites gain that coveted spot at the top of Google’s SERPs (search engine results pages), thereby gaining more clicks, increasing site traffic and ultimately boosting sales.

But how websites clamber to the top of SERPs is changing: whereas, in the past, meeting relevant keywords and securing strong backlinks was enough to sufficiently optimise your website, today, AI, user intent and search engine algorithms are all shaping the way copywriters need to think about SEO. And although SEO is arguably becoming more complex, these shifts are making search engine experiences more rewarding – and, for those willing to adapt, they’re making SEO easier, too.

Modern SEO trends tend to fall into two categories: (1) human, user-centric shifts in searching behaviour; and (2) evolving SEO technology. Though the split isn’t always clear, thinking about the future of SEO within these brackets helps to assess what’s changing and clarify how to conduct great SEO more effectively.

Let’s take a look.

User-centric SEO trends

Shifting user intent

Semrush’s latest State of Search study, which analyses all things SEO and Google search trends (vital reading for SEO copywriters), suggests a slow but steady shift over the last few years towards ‘transactional’ and ‘commercial’ search queries and away from ‘informational’ content. And although these changes are expressed in the form of just a few percentage points each year, those points are equivalent to thousands, if not millions, of searches.

For business owners and copywriters, this means keeping your product pages spick and span with great, up-to-date SEO to meet ‘searcher’ demands.

Voice search

Put simply: voice search is becoming more popular every year – so popular, in fact, that over 50% of adults worldwide use voice search technology every day. And, let’s be honest, it’s no wonder why: it’s quick, convenient and increasingly easy.

But what are the implications of voice search trends for SEO? One major consideration is the difference between written and spoken language. We’re used to simplifying and ‘internetising’ search terms for Google – often sloppily – and think nothing of querying things like ‘barbr;s near.me open toda’.

But if you were to ask Google Assistant, Siri or Alexa the same thing, you’d probably say something like: ‘Can you tell me if there are any barbers open near me today?’

For that reason, copywriters need to consider phrasing more than ever when thinking about SEO.

Video SEO

It’s a video age and everyone wants more. If you want stats to back this up, see Wyzowl’s Video Marketing Statistics 2024, which reports that 82% of people have bought a product or service as a direct result of watching a brand video.

For copywriters, filmmaking isn’t in the remit, but writing scripts may be, and promoting brand videos with killer SEO likely is.

Evolving SEO technology

AI and machine learning

We couldn’t discuss SEO in 2024 without mentioning AI. Although for many copywriters AI is the elephant in the room – sweaty brows, shivers down the spine – it’s here to stay. The good news is you don’t have to be a programmer to understand how AI is changing the way search engines interpret queries and deliver results, or to learn how to use AI to level up your SEO game.

SGO and AEO

Google’s SGE (search generative experience) is an AI-based feature which gives AI-powered responses to search queries. In essence, it collates and synthesises information from different sources across the web into concise answers (while providing links to those sources). Although this feature is in its infancy and currently only available in the US, it signals a greater reliance on AI in SEO.

Likewise, AEO (answer engine optimisation) is the process of optimising your online content to appear in AI-generated responses.

From an SEO perspective, SGE and AEO herald the same thing: a greater emphasis within SERPs on direct, concise and validated answers to user queries. By optimising content to answer FAQs in niche topics, copywriters can improve their SEO skillset.

E-E-A-T

If you thought the world of SEO didn’t already have enough acronyms, rejoice: Google’s given us a new one. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, and is a fundamental pillar of Google’s Search Quality Rater guidelines. This is how the company assesses the credibility of your content. The principle behind this motion is a good one: it’s part of an overall push towards rewarding ethical, genuine and high-quality content within SERPs and a rejection of cynical clickbait and keyword-stuffing.

It may take time to demonstrate and establish your E-E-A-T, but by consistently committing to a few basic ideas, you can gradually incorporate it into your overall SEO strategy.

Firstly: be transparent. Let users know as much as possible about who is behind your content and how your organisation works. Provide accurate information and cultivate positive customer relationships.

You can demonstrate expertise and authoritativeness by providing contributor credentials, citing respected sources and consistently publishing great content. And as for experience, human quality raters need to be able to see that authors have verified experience within the relevant field, so creating small author bios is a great idea.

The broad strokes of this may come under a marketer’s remit, but as a copywriter you’ll be responsible for the finer brushwork and should always consider E-E-A-T when writing SEO content from now on.

Conclusion

For SEO copywriters in 2024, the environment is changing – and fast. But the fundamental skillsets they already possess stand them in good stead to embrace new SEO trends and provide better SEO than ever before.

By keeping an eye on changing user intent – what, why and how users search – copywriters can adapt to emerging trends with speed and efficiency. And by combining that knowledge with a better understanding of new SEO and algorithm technologies like AI, SGE, AEO and E-E-A-T, they’ll place themselves firmly in the top tier of go-to SEO copywriters for the coming (acronym-soaked) age.

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